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SEO Lessons
Mindset

Version 2 ships. Version 16 is a process failure

Endless revisions mean the brief was wrong, not the output.

Not filmed yet

The lesson is written out below. The video comes after.

When you are on the sixteenth version of something, the instinct is that the work is not good enough yet. Usually it is not the work.

Here is the mechanism. Review needs a stopping condition, and the only real stopping condition is a stated outcome β€” what this thing is supposed to do, written down before anything was made. Without one, every review is a taste review, and taste has no end state. You will keep finding things, forever, because finding things is what looking does.

So the fix happens before the first draft, not during the sixteenth. One sentence: what does this page or post or email need to accomplish, and how will I know. Then review against that sentence and ignore everything else.

The one thing to keep

If nobody stated the outcome, review has no stopping point.