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When you’re creating something but don’t know what phase of development your publishing project is actually in, you might be tempted to jump around, to do activities and tasks out of order and waste time and energy. The key is to finish the work of one phase before going on to the next.
And to do that, you must be able to recognize the milestones that mark the boundaries between the four phases.
I’ve included some examples of the four milestones for the creative efforts I’m familiar with... I’m sure you’ll be able to find similar patterns in your own creative efforts.
 Are you in the first phase? I often call this the “What” phase, when you’re defining what you’re going to do—the value you’re going to create. You’d better get that definition and your vision straight and strong before you move on, because it becomes the guiding light—the “Why” for the whole project. In movie production, the milestone at the 3:00 position is called “the green light.” In trade publishing, it’s the book proposal. In software development, it’s the plan that shows how the new release is going to make money.
 Are you in the second phase? I often call this the “How” phase, when you’re defining how you’re going to deliver the vision. In movie production, this is where all the creative folks get to work laying out the look of the film: designing costumes, building sets and whatever else it takes to get ready for cameras to roll. Often a deliverable marks the milestone at the 6:00 position. In book production, it’s the detailed outline. In software development, it’s the spec and interaction design.
 Are you in the third phase? I call this the “Do” phase, where you’re actually doing what you need to do to manifest your vision. In movie production, it’s filming. In book production, it’s writing. In software development, it’s programming. The milestone at the 9:00 position occurs when that creative effort is complete.
 Are you in the fourth phase? I sometimes call this the “Done?” phase, because it’s where you find out whether your creative effort has hit the target you laid out in the first phase. The fourth is the phase of release and feedback: editing, beta testing, test marketing, and eventually releasing your creation out into the broader world. If you’ve fulfilled the aims of each of the three previous phases, your release is more certain to receive the welcome you’ve imagined.
You may be surprised to learn that this four-phase process is not only the best way to create a product, it has also been proven the best way to transfer knowledge to your audience! More next time.
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