Want more people to read your research? This week, I’m joined by Tony Stubblebine, CEO of Medium, to explore the benefits of writing for a general audience. We’ll discuss how sharing your ideas beyond academia can boost your visibility, strengthen your writing skills, and position you as an expert. If you’ve ever wondered whether anyone will actually read what you write—or how to reach more people—this episode is for you!
Find out more about Tony Stubblebine and some of his most popular articles
here
Transcript
Vikki: Hello and welcome to the PhD Life Coach. And I have a very exciting guest with me this week. So I would love to welcome Tony Stubblebine, who is the CEO of Medium, the online blogging platform. So welcome, Tony.
Tony: Well, thank you for having me. Yeah, I sure am the CEO at Medium, and I'm excited to talk to you, uh, because I used to be a coach before this and, uh, at Medium we have, uh, a strong affinity for academics. So hopefully we find something exciting and useful to talk about today.
Vikki: Definitely. Definitely. Now I'm sure the vast majority of the listeners are already aware of Medium and probably regular readers as well, but just in case there are people that aren't, because we do have listeners from all over the place, just let people know a little bit more about what they can expect from Medium and what your role is within that.
Tony: Sure. Medium is a modern blogging platform. You know, blogging has been something that's been a big part of the internet since, let's say, the year 2000. And Medium is the latest incarnation. And our aim is to be a great place to read and a great place to write. That's a very broad mission, you know, could be about your personal life, but a lot of what gets written on Medium is people that are trying to share their knowledge and experience with other people. And that's what I've always liked about blogging is that it's a way to transfer someone's one person's wisdom to a big audience. And before blogging, there wasn't as much of that as I would like.
Vikki: For sure. And how did you go? You mentioned you were a coach before. How did you go from coach to what you're doing now? That feels like quite the journey.
Tony: I remember when I joined Medium, there was a head of PR, who had to kind of write the announcement of who I was and I thought, Oh, she's never going to be able to package this up. There's too many things. And, uh, and she just went with the headline "industry veteran".
Tony: Okay, that's actually pretty good. Um, I'm a programmer originally had to have a computer science degree and had a whole career in startups, both in helping to build them. Uh, most notably is on the team that launched Twitter, and then later as a founder and for me, the whole trajectory was to find more and more meaning in my work and I would say I started like this almost like a Maslow's hierarchy.
Tony: I defined meaning when I graduated as money, I just wanted enough money to be comfortable, then I got that because I'm very lucky to have graduated into a field that paid well. And I was like, okay. You can only look at mortgage calculators so long before you think, well, what else do you want in life? And, so this kind of kept moving up, trying to find work that mattered more, and eventually it just dawned on me. Um, and I, this is not for everyone, but it dawned on me that the only way I was going to have the meaning I wanted was to be in charge. And then it dawned on me also I needed to pick a certain type of work that was attractive to me. And what's always been attractive to me is helping other people grow. And I think blogging is a way to do that. But there was a period before this where I was running, I would call it a self improvement company. It was the first habit tracker on the iPhone. And then we expanded that into habit coaching and then to more general coaching. Yeah, coaching was tended to be pretty productivity focused, or pretty behavioral. Uh, but I got a, maybe a 10 year period where that was the sole focus of my life. Yeah. And that's, that's why I go by Coach Tony still because to some people that's who I am.
Vikki: Perfect. And then what led you into Medium?
Tony: Ah, well, bigger opportunities. I've been close to the company since launch. It launched in 2012 and, uh, I actually, like I was so close that I shared an office with them. And so I was involved in kind of attracted to it and I'd worked in other types of online publishing at various parts of my career.
Tony: And then I just kept getting more and more involved as I fell more in love with the platform and with the product. And at some point they opened up a potential for some partnerships and I became a publishing partner and because I was already close to the company, I spent a lot of time advising them and I think it turned out that I'm not smart about very many things, but about Medium, it turns out I'm exceptionally smart. And so a lot of the things that I had advised turn out to be very true. And at some point, the founding CEO, who was fairly famous internet person, he had founded Blogger, he had founded Twitter, and then he had founded Medium. He wanted to step aside. And so I made the case that I could, take over and that there was a direction that I wanted to take Medium that would probably be healthier, better for the Internet and better for the company itself. So that's what happened. We made a transition about a little more than two years ago, basically because, you know, he had run the company for more than 10 years and was ready for a change in his own life. Very fair. and the timing worked out that I was also ready for a change and had been so successful on Medium I was able to make a good enough case that they, they handed me the reins.
Vikki: Amazing. I love hearing these sorts of stories because often you sort of see it in retrospect, right, you know, the person who had to write a bio of how you ended up where you are, you sort of see this like neat package in retrospect. And I love hearing how it sort of, I'm not saying there wasn't direction. I'm sure there was direction in all of this, kind of, you know, Oh, I, I was here. And so I made these opportunities and then, cause I was good at that or I contributed this, it went that way. I think it's really useful. We don't often hear stories in that kind of organic way.
Tony: I heard this thing said about startups, but I think it's really true of careers too. It was a startup is a process by which the founders come to understand themselves. And I always liked that quote. Because you think a startup is that you create a business from scratch and you create the quote unquote optimal business. But the truth is that every decision you make along the way is edited by your own personality and your own desires.
Tony: And I think that's the same thing that's true in careers, is I understand myself better, I guess I'm 25 years into this career than I did on, on day one. And that's kind of how I told the story to you, right? It's like, I just wanted money on day one. And then I came to realize that's not actually what I want. What a surprise, right? And so. It was, it was directed, but definitely it was not directed with any real self knowledge, uh, that came, that came from experience.
Vikki: I love that. Now, we are going to talk about Medium and the benefits of writing Medium and things like that, but I heard you talk about something a while ago that I just thought was fascinating and would be so interesting for our listeners. I think it builds both on what you do at Medium and on your background as a coach. And that was, you were talking about moving beyond habits, which for somebody who developed a habit tracker, I thought was just really cool. Moving beyond habits towards thinking more about values and identities. So I just wonder, why should we be moving beyond habits?
Tony: There's all of these tactics that work and like I've come to find, kind of the main misunderstanding in all self improvement is the idea that there's like one quick fix. And it's like, you know, we see that fail over and over again, and yet, on the other hand, we see all of these people succeeding.
Tony: Right? And so what did they actually do? They succeeded through a lot of work. And I like, I almost, like, I try to steer people in that direction, right? Like, we hope for a quick fix, and then as a result, we're afraid of doing, like, quote, unquote, all that work, right? But when you see people who succeed, and then you actually interview them and talk to them, it's not that much work, right?
Tony: It's more than you want, but less than you fear. And so I'd actually rather be more upfront with that. And so I got obviously a lot of value in really structured habit building, and I gave a lot of value to, you know, a couple million people. And now it's like a form of software that's established.
Tony: And so just even we laid the groundwork for a new type of tool that's well used by a lot of people. But then I also got to touch every other kind of modality of intervention. And I found kind of surprising to myself, the combination of meditation, which is a skill, I think a skill for introspection essentially, you know, I know Calm is a famous app.
Tony: And so you might think meditation as a skill for calming yourself. I think the real thing is like noticing what's going on in your head. That's the thing that is cross applicable to other things and that and therapy. Like I was better in therapy because I was a good meditator. And at one point in therapy, I think, and there's probably a lot of people's, uh, um, experience in therapy, we essentially just worked on self acceptance. And I was so shocked how much that work did for my productivity. I was just like, just blown away. Right?
Tony: And, kind of the understanding, you know, when I'm fighting myself and when I'm not fighting myself. And, if, and this is really true, the word if, if you can reach deeper into yourself, you'll make more progress. Sometimes you can't, right? If you can't get there, then, the surface level habit building, well, that's the best available tool to you. ,if you can, you'll get further and, Bye. So some of the, some of the ways that you can reach further is like, is can you change your identity would be one? Like, who are you?
Tony: And, um, I would say, again, to make it personal, I struggled as a CEO when I thought I had to be someone different than myself, right? Like, you know, we have stereotypes of CEOs out in the world, and I'm not any of those stereotypes. And it was through this is connected back to self acceptance and through identity is like I wanted to be a CEO, but I didn't want to be that type.
Vikki: And so what sort did you think you had to be?
Tony: Like very aggressive, pushy, manipulative, those sorts of like kind of aggro kind of uh, things. I'd gotten feedback, even fundraising that I was too soft. I thought that was very interesting, and it was costing me the ability to build the business I wanted to build.
Tony: And, so I had to come at it some other way that was congruent with who I am and what my strengths were. And it's hard to do that if you don't have any self acceptance because you're sort of rejecting your strengths constantly rather than, you know, accepting them and building off of them.
Vikki: Yeah. It's such a different vibe, isn't it? It's one of the things. That was a real transformation for me, moving from trying to fix your flaws to building on your strengths. You know, I've never been somebody who's been that kind of methodical, just carefully and consistently stick to exactly what I said and work my way through it kind of thing. And for years in academia, I told myself that was who I had to be. I bought every planner you can possibly, every habit tracker. Stopped filling it in after a couple of weeks because I felt bad because I hadn't ticked enough of the boxes and it became a little symbol of shame. Um, and it wasn't until I had coaching, that yeah, realizing that actually some people succeed that way and it's wonderful. But actually there's, there's a lot of different ways that you can do this and consistent enthusiasm is one I've never struggled with and that can take you quite a long way.
Tony: Right, exactly. Um, so you had a good coach, like they could kind of, this is what I love about a good coach is they'll give you a new view on the world that like kind of the power of a coach to reframe, you know, the opportunities about available to you. It's so powerful. Um, and so, yeah, I mean, I love this story just for you. Like you got, you were able to flip from shame and fighting yourself to love and acceptance and hey, guess what? Along the way, you became more successful.
Vikki: And ironically, more organized too, right? Yeah. That's the thing. It's often you even end up making progress in the things, you know, like ,you must have had your moments where you had to be firm and you had to be some, you know, I'm not saying aggressive or any of those things, but where you had to be like strong in your decisions and all of those things, you know, sometimes we accept ourselves. It's then easier to do the other bits as well.
Tony: I, you know, I, I didn't, I hesitated to go too deep on like what it takes to be a CEO, because sometimes it very different from, you know, what your listeners might need, but like the way I would simplify it is it's true. The people I interact with do need some level of strength from me that I was not presenting. It turns out that there's more than one way to get it, and I actually got it through, um, uh, mindfulness, uh, self reflection and clarity, which then changed to a different presentation of steadiness.
Tony: So I think anytime I'm able to kind of exude the strength that I think people need from me It's based on a really firm foundation, which is different than like naked aggression, Yeah, which would be a different strategy that might work for somebody else, but I knew it wasn't great work for me so I was able to find a different different path and I think there's some version of that for every person's career.
Vikki: And I think it is actually, I know it's a different context, but I think it is super relevant in academia because whilst I don't think academics have the same stereotypes about them that CEOs of startups might have, there is absolutely an issue with PhD students and junior members of academic staff leaving academia because they don't want to be that person.
Vikki: They look at the people above them and they see them working or allegedly working 80 hours a week. I don't think anybody works 80 hours a week. But allegedly, you know, they're in the office all the time. They're sacrificing their family and personal life. They're, you know, they're selfish with their, like their ideas and, you know, cautious around collaboration and all that stuff. They're kind of trying to get recognition at the expense of others and all these kinds of worst stereotypes. People look at that stuff and go, well, I'd like to be an academic, but if I have to do that to succeed I don't want to. So I think I think this translates out probably more than more than is obvious to some people.
Tony: That's great. Yeah, there's more than one way to win at politics. And sometimes you can. Benefit from doing it the opposite of everyone else. You'll take a lot of shit for it and a lot of people who are expecting you to behave the way that they, they do will continue to counsel you that way. Um, but you know, like, as, as you say, I think over and over on this podcast, probably like there's more than one way to succeed.
Vikki: A hundred percent. Now, one of the habits that a lot of my listeners want to change is the habit of writing more regularly, writing more consistently and all of that. And I wonder what thoughts you, how you can kind of use maybe thinking about it in terms of values and identities in term to actually work on that sort of a habit.
Tony: Um, uh, we've done so much work on writing and I've seen so many ways. This is one where I actually think strategies do really well, like the whole world of strategies just boil down to make it easier. Like, you know, essentially. To put, to go from zero to a fully formed, coherent thought that you would like to share with people is too big of a leap, and especially if that's from zero to a thesis that's going to, like, get published in a journal, that, there's a lot that has to happen in between, and a lot of writers, uh, just benefit from building the muscle, the daily muscle of some writing every day.
Tony: But what I found when I looked at productive writers, the number one thing that stood out to me always was consistency that if you look at the daily schedule of Stephen King, or I know these are not academic writers, Stephen King, or, uh, how do you say your last name is Ursula K. Le Guin she's also a sci fi writer.
Tony: They're done writing before two o'clock in the afternoon. And I just think about like every, every person I ever met who was writing, you know, like an academic paper, they were their initial question to me was, how can I stop procrastinating so that I could write eight hours a day? And it's like, well, it turns out no one who's a productive writer writes for eight hours a day, you know, and so just reframing that to, could you just have 30 productive minutes tomorrow often gets a lot of the way.
Tony: And so I've tried, I've seen it, um, and then even more generally for writers everywhere, uh, there's a reason the phrase shitty first draft exists. It's just like, your first draft does not have to be your final draft, right? Write whatever you're capable of today and make sure your fingers keep moving and that's then it's possible to build on that.
Tony: The kind of, to me, the most amazing transformation I ever had with an academic writer who came to me specifically with this question. How do I stop procrastinating so I can write for eight hours a day. So that's interesting. And, you know, as a coach, you don't want to lead with the fight, right?
Tony: Like, I hear that question. And, there is absolutely a part of me that's like, that's impossible, you know, like, um, and, and so this is the most amazing transformation. As I asked him, I said, Well, let's get to that. But first, could I give you a challenge? Could you get a stopwatch? And tomorrow when you sit down to write, start the stopwatch the second your butt hits the chair and stop it, uh, the second you finish your first sentence.
Tony: And just tell me how quickly can you write one sentence? And then he came back and he said, Wow, that was surprisingly effective. And, you know, I took them like 32 seconds or something and he said, and then I kept going, I wrote for about an, about 45 minutes and it was the most that I'd written in six months.
Tony: And he said, maybe I only have to write an hour or two a day and I'll be fine. And I think, you know, what we kind of discovered through experience is that, the framing and the shame is coming from an unrealistic expectation.
Tony: So in coaching there's a framework that comes from Robert Dilts called logical levels. And, I'm a little bit out of practice as a coach, but my memory is identity is near the top and then belief is, is below this. And so, this academic that I was working with, they were struggling just because they had a toxic belief and that belief was productivity was eight straight hours of writing. And if we were able to work our way out of that belief, everything else became easier. And that's what I was saying earlier about if you can change something deep in the person in yourself, then things will get much easier.
Tony: But you can't, of course, you know, we need progress today sometimes, but we can use these more surface level approaches, but the example I just gave was an example of the power of belief change, you know, and this is something a coach can do a lot to help you with, is kind of help you introspect on some beliefs that might be holding you back.
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Vikki: And you must see with people that write regularly for Medium, you must see a shift in. identity as well, right? Because, I mean, I think about the people that I coach and the PhD students in my membership and they have these beliefs, they have beliefs about how much they should be working and how easy other people find it and all these things.
Vikki: But they also have this identity that they're a high achieving person, but they're probably not good enough to be doing what they're doing. And so they sort of have this very wobbly academic identity, And they definitely don't, if you ask them if they're a writer, they definitely don't identify as a writer. Um, you know, they write.
Vikki: Most of them, you know, they've all done undergraduates. Most of them have done master's programs. They write loads, but they don't identify as writers. I just wonder what sort of transformation you see in people's identities as they write for you more and more.
Tony: Right. Blogging is a nice way to lower the bar so people can have that identity change because we all hold writing and such high regard, you know, I think it's one of the most common ambitions or aspirations that I hear from people, which, you know, there's something you kind of put your finger on how illogical that is like, we all write, we text, we email, we write thank you cards, like, Like, if we graduated middle school or elementary school, then we write, right?
Tony: And so that, so that the majority of us don't have an identity as a writer is literally false, but it's true, you know, and even, you know, even the highest achievers. They'll tell me, like, I wish I could find a way to write. And, um, so there's some fear that can only be overcome through experience, right?
Tony: And then you do it and you realize, Oh, I do have something to say and people want to hear from me. And maybe sometimes you learn these, I would call them like mechanical or tactical lessons, like a lot of people who write regularly do it by simplifying their message. So, a lot of times, I'll have in my head an essay.
Tony: And there's going to be 10 points that ladder up to one, right? And I was like, well, that thing's never going to get published because I don't have time to write that. And then and so I'll have to remind myself, what if I just picked 1 of those points and satisfied myself with this is what I'm going to write and publish today.
Tony: Um, and then you do that and you feel the joy of the experience of having succeeded that way, and then you feel, yourself smarter. I think there's always something inherently healthy about writing for the writer, right? Like, it forces you to articulate your thoughts and your ideas, and that sticks with you forever.
Tony: Um, and then you get the feedback from an audience. You're like, oh, I actually was helpful, you know, like, I think we're all looking for some sense of meaning in the world. And sharing our knowledge and wisdom with other people, which, you know, who's dripping with more of that than academics? That that just gives people an important sense of meaning.
Vikki: Yeah. I think it's so funny because I think academics seem to have this kind of balance between on one hand, lots and lots and lots of them want to have more impact. They want people to know about their research, they're excited about their research and things like that. And then on the other hand, this kind of belief that their work's too complicated, you know.
Vikki: I couldn't possibly reduce that down to something small. Now I have a little mini background in science communication when I was still a still an academic, and I believe that if you fundamentally understand an idea you should be able to really whittle it down to its, to its key points, but lots of people don't believe that. And I wonder how you, what you've seen in terms of people kind of learning how to do that.
Tony: I think one thing that is like the most practical and simple advice I could give someone is just flip it and react to something instead. Right. That like you can see if people in the world are not understanding a topic.
Tony: Right. And, um, It's that's a good way to blog, because then, you know, you don't have to think, well, what is the idea that I'm going to pick today? And then you also, you know, people are interested in the topic. And a lot of times it has built in motivation. There's something frustrating about seeing other people misunderstand something that you know, well, right.
Tony: And, uh, like, I found that just that advice on its own is enough like you just, you know, you figure it out, right? Um, so. I in America right now, we have some strange ideas, especially around health, popping up. And so I'm running into a lot of academics sort of like, I have to correct that. That's not right.
Tony: They're not thinking about it the right way. But before that, like, just like, even, you know, I think kind of scientific or academic information right now feels more politicized than it used to. But before that, it was still in a system of kind of a traditional media system That really likes to oversimplify a topic.
Tony: So you'd see in psychology, all of the psychology kind of, um, ideas that hit the mainstream, because the pattern, as I understand, like, as it looked to me, where they were all essentially in the, like, one simple trick, because that's the kind of psychology idea that the media ecosystem is set to expand.
Tony: And so. Maybe like a lot of, you know, a lot of psychology research ended up not replicating well, but the stuff we heard about was like that was wrong with all in that one category. It's like, um, you know, postures and and whatnot. And so, if you actually have that deep information, a lot of people just want to correct it. Right. And this is, someone's wrong on the internet is one of like the fundamental, like, feelings of being on the internet. Like, that's what sparks participation.
Vikki: That's there to get angry. My husband says that to me, says that to me quite a lot. Why do you read this? I was like, because it's fun. I enjoy getting angry. It's fun.
Tony: That's right. It's good to feel alive.
Vikki: Exactly. Nothing I like more than having a little rant. No, for sure. And it's often, I mean, I, I often say to people that if you think what you understand. is too complicated, that means that people who know a lot less than you are going to be the ones putting their voices out there.
Vikki: That's what then gets everybody riled, right? Because as you say, you know, that's where we end up with the, you know, what is it, the blue Monday? You know, I'm sure we're recording this now in the middle of December, it'll come out in the new year. I'm sure we will probably have seen all the news articles about the most depressing Monday of the year and all that stuff that is based on no science whatsoever. It then ends up being the people that know less whose, whose voices are heard.
Tony: Yeah i, and that's what, I mean, this is what attracted me to blogging originally is I felt like I was actually working in publishing. I was working for a book publisher that focused on software engineers and programmers, but it's the same as traditional publishing was in the role of educating the world and like I worked for a company that took it as seriously as anyone, but I could still see the flaws in it and what happened in the early days of blogging is that we started to hear directly from the source that maybe had never been given a voice before, and they would get into niches that the, kind of, mainstream publishing was not able to get into like, you know. I work for a book publisher and it has to be big enough to warrant a book, you know, right?
Tony: And a lot of times they would cover it with more depth because you would hear from the world's expert on something or you'd hear from the person that cares the most about researching that topic or explaining that topic. And, you'd hear about it faster sometimes, right, like, especially I felt this as a book publisher is that, you know, take us a year to get a book out.
Tony: And sometimes people want the information today and think about, like, how long does it take for good research to move from academia to the mainstream, right? To take years, it could take decades sometimes, right? Um, and so I thought, like, I always thought this is. The good side of blogging and what we call user generated content is like, Oh, we're, we're really going to give everyone in the world a voice.
Tony: Um, well, some of those voices have information that the traditional publishing routes, journals included, just don't cover and so it could be a really big improvement and in some cases a really big improvement, regardless of all of the flaws that have seemed to come with it as well now, you know, misinformation and division and anger and whatnot.
Tony: Inside of it is this core of, you know, really helpful people and voices that you just never would have heard from and that's, I mean, that's why I'm here before, because so many of those voices are academics.
Vikki: I found, so I, as I say, I did a bit of science communication when I was a relatively junior academic. And it was hilarious, because I was doing, you know, I was, I was publishing, I was going to conferences, I was doing all this stuff that I was dead proud of. And I don't think my granny has ever been more proud than when I had a short article in the Daily Telegraph here in the UK. And it wasn't even about my specific research, it was about some stuff that had been done in my school by other people and because she could find, it was on a piece of paper, she could show it to her friends and all of this. She was just absolutely so excited about it, in a way that people outside of academia just don't really get publications. So I think there's just something very sort of immediate about it.
Tony: That's the thing that I wish academics actually shared more is how much reading you've done. So all of your incentives are to publish your own research, right? Or for the most part. But along the way, you've done so much reading. So, one of the things I'll see when academics come to Medium is that they'll just cover a topic and some of it will be their own research, but they'll share so much more of what they read.
Tony: I think before we started recording, we're talking a little bit about procrastination, and this is a piece, I mean, a pretty like niche piece that I think actually your audience would like to read is from this guy, this guy, Tim Pychyl, P Y C H Y L, who is one of the premier researchers of procrastination. Like, he is an academic, and he just wrote, What is procrastination? And he wrote it as a blog post. And he, like, summarized all of the pieces of research, some of which is his own, and I've never highlighted more on a piece of writing or understood, you know, this, like, topic that we all struggle with more deeply than Tim coming in and writing an explainer.
Tony: And, I think that's, like, kind of this incredibly valuable service that we don't, you know, we don't give a lot of room for academics to do and share, share with the world because you do so much reading and you're so positioned to understand it. Right? Like, it's really problematic when I personally go read it an academic paper because I'm not evaluating it very well.
Tony: I'm not really evaluating probably the methods and the analysis and the behind it very well. But you all are in the position to do that and not to say, well, here's what the research says, but also I would counterbalance it with this other research. And, you know, here's about how trustworthy I think it is and, um, and the general public would be a lot smarter if there was more of that going on, in my opinion.
Vikki: That's such an interesting idea because I think often when academics think about this stuff, they think about it in terms of sharing their own research, which obviously down the line when that's appropriate, brilliant, happy days. Um, but I love it as a, as actually as a reading, learning exercise for the students. So obviously great for the public, don't get me wrong, but thinking about it, you know phD students and academics are super pressed for time all the time. And so sometimes things that are nice to do sort of go by the wayside.
Vikki: But one of the things I often try and coach students on is writing when they're reading. So often people say, I don't know enough to write yet. I just need to read a few more articles, read a bit more, read a bit more, read a bit more, and then I'll be able to write my academic piece. And. I try and encourage them to write as they go about what they're experiencing as they're reading the articles and what their thoughts are and things like that.
Vikki: And I hadn't really thought about kind of public for a way you could do that. But the notion of sort of identifying five or six articles from a topic that you need to get to know, and deciding that you're going to write a short blog piece about what they find. I think. I mean, it'd be great for people who are interested in that stuff to read, but as a kind of learning modality, I think that would be really interesting.
Tony: I do too. Absolutely. Right. And, as I was saying, kind of the kind of, as I was making the case for why this would be so valuable, I was thinking, we should, you know, the two of us should connect this back to a person's goals, because there's so many different goals for writing. And I, like, I kind of, I want to give some nuance to straight altruism, right? Like a hundred percent what originally drove blogging was just that I have something to share and I want to be heard on this topic. And it wasn't about forwarding your career or anything really practical, but as the kind of the blogosphere and the, you know, the internet has expanded.
Tony: There are actually a lot of really specific goals that people have in mind and sometimes it is furthering your career. Sometimes it's like getting more visibility with your peers, but sometimes it's getting more visibility with the business world because you want to do consulting on top of your work There's definitely a lot of academic specialties where that's a big part of people's careers sometimes it's about transitioning from your PhD program into a job like your writing is sort of like the de facto portfolio, right?
Tony: Like, like, oh, now I understand what you're about because I can read your writing. And sometimes it's, I just want to do good in the world. And sometimes it's, I want to get paid for this. Like, these are all plausible reasons to write. And like, I always hate for someone to hear one reason and think, Oh, that's not for me.
Tony: Right? Like, there's a lot of different reasons for writing. I would say most writers that I run into do have at least a little bit of the, I just really want to share something and be heard. You know, like, that is a big underlying desire. Um, but that's just such a common desire too.
Vikki: Yeah, and then I think connecting it back to when we were talking about values and identities as well. I think it, well, I wonder whether it would also, help to establish your own identity as an expert as well, especially for my more junior listeners, the PhD students, who are very used to being at the bottom of the, in their academic lives, at least the relative bottom of the research tree, you know, their supervisors know more than them. Everyone around them knows more than them.
Vikki: And it's quite easy to get yourself into, Oh my God, I know nothing kind of vibe. And The more you talk, the more I'm sort of thinking that actually writing about stuff that's directly relevant to your research, but for a more general audience, whether that sort of develops that sense of, you know what, I do actually know that some of this stuff, I might not know as much as my supervisor yet, by the end of the PhD they will, but during the PhD, not, but I know loads more than most people. And. I can demonstrate that through this sort of writing.
Tony: Yeah, I just, I love it for kind of a, a self esteem practice in a period when you're like sort of at your lowest point, like, cause we all go through these ebbs and flows and yeah, you're at the bottom of the totem pole, maybe by surprise, like you're not used to it. Maybe, you know, if you're working at the same time that you're in school, especially maybe you have seniority at work, but not, not as an academic. Um, yeah, I love it for that and, but it just like, I don't know, maybe I'm like too wired for ambition.
Tony: It immediately occurred to me this one simple trick. Which is, this is a marketing trick, but I think it works for what we're saying here, which is, um, the shortcut to being the number one at anything is this marketing shortcut called category design, where you take this goal of being number one, and you take the category and keep making it more and more specific.
Tony: So, even though I'm not a practicing coach. I am the best coach in this building right now. I happen to know that because I know who's in the building, right? That's like the simplified version of doing it, but had told me that some of your clients and maybe a lot of your clients are doing kind of the paired, like working while, um, so if like if their academic program is in any way tied to their work, boom, that's category design. They're now the world's expert on how those two things connect, right? That's something their professor doesn't know yet, right? Because they don't have the same experience. And so I think, you know, that's almost like a ladder of increasingly sophisticated reasons to write like. One is just to build the muscle of writing.
Tony: It's fun. It clarifies your own thoughts. Maybe you, maybe you make other people smarter. That's the next run. Um, but eventually you can think of it as a way to really represent your own expertise. And kind of the shortcut to that is, I'm going to find these pairings of topics that, yeah, there's no competition for it, right? And, um, I've like, I almost like try to be shameless about that, right? Like it, it doesn't help to be an also run, especially in sharing information, you know, find some niche where you can really contribute something original is a lot easier than people people realize.
Vikki: Amazing. Thank you so much. Now, if people, and as I am completely sure they will be, are now convinced they want to at least have a go at doing this sort of public facing writing, whether for Medium or anywhere else, where would you suggest people start?
Tony: I think the trick on Medium that will help people the most, is to understand that there's already a lot of publications on Medium. They're sort of community run publications with sometimes very narrow focuses. And I mean, like, there's a publication of paleontologists. There's multiple publications of geologists. And so what's so cool about that for Medium is it means if you're a first time writer, you don't have to go it alone, you don't have to feel alone.
Tony: Um, and it's not going to feel like publishing for a journal. And these people want to hear , from your listeners. And I think that ends up being probably the best starting point for a new writer on Medium, is to find a publication that covers the topic that you care about, and just submit to them because you'll get a little bit of feedback about kind of the learning curve of blogging.
Tony: There is some, um, but it's a learn by doing experience. And so that's the tip I would give to anyone who's thinking about publishing on Medium is it's to look to our publications as the people that can help you get your, get your feet wet.
Vikki: And you mentioned when we were chatting before that there was a guide for academics.
Tony: Oh, absolutely. We just wrote up an excellent guide. It's been super well received and we'll send it to you and hopefully it'll show up in the show notes.
Vikki: Yes. Absolutely. Well, I'm certainly convinced that I'm going to be looking for some publications to see who I might approach as well. So thank you so much for coming on. I really appreciate it. I feel like we've gone from sort of thinking about habits and values and identities and really wrapping that all into writing and writing practice. So I know this is going to have been so useful for our listeners. So I really appreciate you coming on. Thank you.
Tony: It's been a joy. Thank you.
Vikki: No problem. And thank you everyone for listening. And I will see you next week.
Thank you for listening to the PhD Life Coach podcast. If you liked this episode, please tell your friends, your colleagues, and your universities. I'd appreciate it if you took the time to like, leave a review, give me stars, stickers, and all that general approval as well. If you'd like to find out more about working with me, either for yourself or for people at your university, please check out my website at thephdlifecoach.com. You can also sign up to hear more about my free group coaching sessions for PhD students and academics. See you next time.