Are You In The First 10% Or The Last?

When it comes to your storytelling project, are you in the first 10%, or the last?

Let me explain. Last year I participated in a book festival called Word on the Street. It's a massive festival in Toronto that brings together a wide range of authors.

I’d never done a book fair before, and in all honesty, I wasn't sure if it was something I would ever want to do again.

Given that I’d never exhibited at a book fair of this magnitude before, I didn't want to invest too much money or preparation, or make too many assumptions. After all, I had no idea what the experience would be like or how many books I'd actually sell.

So I decided to keep things low-key. I gave my booth a fun DIY vibe that matched my brand yet didn't cost much money. I didn't have a flashy banner; instead I used craft paper as a tablecloth and put out markers so visitors could write their own stories down.

It was a solid “good enough.” Not spectacular, not bright and shiny, not super polished and well-branded, but good enough.

The older gents sitting at the booth next to me thought otherwise. They poked fun at us and offered some criticisms that I'm sure were well-intentioned, but frankly not very helpful, about how my booth could be improved.

What those guys didn't understand is that I wasn't in my last 10%. I was in my first.

Here's what I mean.

Imagine that your storytelling project exists on a spectrum from 0 - 100%.

If you’re at zero, you have absolutely nothing. If you’re at 100%, you have created something that is the best you are capable of making it.

Within this spectrum, there are two critical milestones: the first 10% of the project, and the last 10%.

If you’re just starting, or thinking about starting, the first 10% is everything.

It’s the difference between getting something going, or having nothing at all. You’re working on the first 10% if you’re taking out a blank sheet of paper, opening up a journal, or starting a new document on your computer and staring at the blank page.

If you're doing something you've never tried before... or you're uncertain of whether or not you're really committed or fully prepared... or you’re not quite sure what you're doing but you're willing to start... you are likely in the first 10%.

If you’re scared to start, or feeling intimidated, the first 10% is your first bold step forward. (It’s why the concept of the “shitty first draft” is so useful.)

At last year’s Word on the Street, I was in my first 10%. My choices were to either take a stab at something new, or do nothing at all. So a “good enough” effort was indeed good enough for me.

However, there’s a chance you're in the last 10%. And this stage requires a different type of effort.

You're likely in the last 10% if you're publishing a book, course, or other major communications product. If you’ve got something good and want to take it to great — or not just great, but really, really great, you're in the last 10%. (You’re also likely in the last 10% if you’re working with me, because this is what I help my clients do.)

You may have heard about the law of diminishing returns, which suggests that sometimes just getting to say, “80% good enough”, is the bulk of the work. Taking something from “80% good” to 90% or 95% or 99% is considerably harder, more work, more time, more energy, and not necessarily that much better. Therefore, you may be better off calling it a day around 80% and just moving on with things.

That is sometimes true. Sometimes.

But here's the thing. If your story really matters, if you really believe in this thing that you're making, there are times when it’s just worth it to make it as good as it can possibly be.

There are times when it’s appropriate to put all your thought, your care, your attention to detail, and your heart into it.

In my experience, it’s with the last 10% that standout work is made.

Exceptional work comes from that extra time and devotion to editing, refining, and reflecting; it comes from a deep commitment to understanding and serving the audience; it comes from engaging with the story and discovering the best way to communicate it and share it.

And I’m not going to sugarcoat it: it comes from hard work. If I work with you as a consultant, ghostwriter or editor, and you’re in your last 10%, I may, quite frankly, be a pain in the ass. Because I am going to push you.

(My client John Berardi has this to say about that: “Camille doesn't stay ‘in her lane, and that's a good thing. Even on projects where she's "only" editing, she's willing and able to offer provocative suggestions and helpful feedback that leads to better ideas and better work overall. While it's probably best to say something about how I loved every minute working with Cam that's not quite true. Because acting as a thought partner, she's often challenged me to think harder and think differently. This isn't always delightful. Sometimes it hurts. But it's always lead to better ideas and better work. Work that I'm proud of. Thanks for that, Cam!”)

To be clear: working through the last 10% doesn’t mean obsessing forever. It doesn’t mean using perfectionism as an excuse to avoid the scary moment of hitting ‘send’ or ‘publish’ or shipping your book. It does mean taking it as far as can go, and making it as good as it can get, within your realm of capability.

The last 10% involves pushing yourself to do your best, and not giving up when the project becomes tiresome or you’d rather move on other things. Because even the most exciting passion projects get annoying or boring at some point. And most people are not willing to go there. Most people are not willing to do that extra bit of work, that refinement, that beyond good or even great to exceptional.

Again, this final phase isn't for everyone. It might never be suitable for you, and if not, that’s entirely A-OK. Keep making your work. Keep doing your thing.

But if you really care about what you're doing, if you really want to make an impact with your story, stick with it. Push through that last 10% as best you can. Go for making something that's not just good, but really, really, really, really good, and that has every ounce of your heart in it.

Whether you’re at the first 10%, the last 10%, somewhere in-between, or you haven’t even started yet, I’m with you.

I believe in your story, and I believe in you.