The Fine Print

I knew trying to write a manifesto was hard work [and way out of my comfort zone].  As you approach the end of the process you'd swear it's the last time you're ever going to do it.  Turns out, before it has even left the printing press you're already brainstorming for the next one.

But first things first: what am I going to do with the manifesto I just wrote?  How am I going to share it?  Today, you don't have to be an author to know that that publishing industry has been totally disrupted by the internet.  Anybody can be author.  And anyone can post a PDF or blog and share with thousands.  But for me, posting on my website wasn't enough.  My good friend Hugh MacLeod (@gapingvoid) taught me a little something about "social objects".  A social object is a gift - something you can share with somebody.  It creates a connection and starts a smarter conversation. That said, I decided to actually print my manifesto and use it as a [smarter] conversation starter.

Never having done a print job like this, I turned to Matt Teuteberg, who owns a digital marketing and printing business.  He did an awesome job printing up the piece.  What I hadn't realized was all the decisions that go into the printing process.  Things like how do you want it to be bound?  Do you want spot UV Coating?  What about the varnish on the cover?  Needless to say, he helped me through it and I have a greater appreciation for the entire process.  Matt and his team have brought new meaning to the term "Fine Print".