As an author and writing coach, I’ve learned a thing or two about getting things done. It’s a lesson that hits home for all of us who feel the call to create, to write, and to share our message with the world.
The phrase “Real artists ship” is famously attributed to Steve Jobs, co-founder of Apple, and it reflects his intense focus on execution, deadlines, and delivering finished products rather than endlessly perfecting ideas.
The Story Behind the Quote
This quote comes from the development of the original Macintosh in the early 1980s. Steve Jobs was leading a high-pressure project to deliver a groundbreaking personal computer, but his team—particularly some of the engineers and designers—were obsessed with perfecting every detail. They were passionate and creative, often pushing for more time to refine their work.
Jobs, although known for his perfectionism, was even more committed to shipping the product on time. At one point, when the team was falling behind schedule, he reportedly said to them:
Real artists ship
What does that mean for us authors and writers?
It means the difference between a dreamer and a doer. It means the chasm between “almost done” and “out there in the world.” Execution is more important perfection.
I’ve seen it time and again, whether it’s writers with half-finished manuscripts or, in ministry, those who talk about great plans but never quite follow through.
I’ve got social media contacts I’ve been talking to for YEARS who are always tweaking or adding to a book they’re working on, and pushing off handing it to an editor or getting it ready for public consumption because they’re never satisfied that it’s finished or completed.
They’re always updating and making tweaks, but …. never shipping it.
Jobs’ maxim isn’t just about delivering; it’s about unlocking the dormant power within your creation. Until it’s out there, until it’s “shipped,” its potential remains untapped. And let’s be honest, none of us have forever. The sooner we share our gifts, the sooner they can impact others, the sooner they can begin to bear fruit.
To this day, I’m still constantly thinking of nuggets or learning pieces of insight about speaking in tongues that make me say to myself “if only I knew that before publishing the book– I could have included that!”
I tell writing clients of mine who struggle with this perfectionism that their book will NEVER feel ready enough to put out there, but you gotta just publish it (ship it) and get on with life!
My books didn’t impact anyone until they were actually finished and published. Granted, I was already dipping my toes in the water and had immediate feedback loops like my blog and podcast for years prior to self-publishing my first Kindle book, and I was already exploring topics I eventually wrote my books about.
So, how do we, as writers, become “real artists” and start shipping? It’s simpler than you might think, though not always easy.
Here’s how to start “shipping” in 5 steps:
- Make a list of all your unfinished projects. That half-written book, the blog post draft, the devotional you started but never completed. Get them all down.
- Decide which of these you will complete and which you will let go of. Not every idea needs to see the light of day. Discernment is a spiritual gift, and it applies here too.
- Pick one project to finish first. If you’re overwhelmed, pick the one that would make the most significant difference to your calling or ministry. Or, just pick the first one on your list. Don’t overthink it.
- Finish the project and celebrate your accomplishment. This isn’t just about the work; it’s about acknowledging your dedication and perseverance.
- Move on to the next writing project on your list (if you have any). Don’t start any new projects before finishing old ones. This creates a powerful momentum and trains you to follow through.
So, the question remains: are you a real artist? Are you willing to ship? Stop playing around in the shallows of endless drafts and unfinished book ideas.
If you’re an author who’s been stuck in the “almost done” phase, or if the idea of “shipping” feels overwhelming, I get it. I’ve walked that road as an author and helped many others cross the finish line.
My passion is seeing your message impact the world.
If you’re ready to stop procrastinating and tweaking, and start transmitting—if you’re ready to get your book out of your head and into the hands of your readers—then I invite you to reach out. I’d love to discuss how we can work together to bring your vision to completion.
