The hidden value of side projects
Why a side project might be the best thing for your main project
I’m no stranger to a side project. I’ve done plenty of them in my wheelhouse, like everything at No Picnic: Don’t Call It That, Run Studio Run, Go Name Yourself, Assorted Characters, and Extra Strength. I’ve also taken on side projects that are much further afield, like Ultraderp, Oakland America, and doing little design projects with friends. I keep coming back. Why?
Let’s start with the obvious one. Side projects CAN be lucrative. They can also be a waste of time, but the potential for creating some extra income or even hitting a home run is very attractive. For many people, this alone is enough of a reason to take on a side project. Before I started taking on any side projects I had this idea that it would be feast or famine — probably famine. So far, it has been anything but. Most of my side projects do okay. I sell books consistently but I’m not making any bestseller lists or selling out book tours. And that’s great! I don’t want my side projects to be all consuming. After all, they’re side projects. But I digress. This is the obvious value of side projects. The hidden value has paid a lot more dividends.
The biggest benefit I’ve found in side projects is the ability to create fresh tracks. I mean this in the way a skier does, not a music producer. If you have a primary job, there’s likely a lot of familiarity to it. You get used to the same people, processes, and tools. There are definitely benefits to this familiarity — I talk about it at length in Run Studio Run. The more you can systematize, the less time you need to spend on admin. The other side of this coin is that it’s easy to get into a rut — to get used to seeing the world from a fixed perspective. The old saying I keep coming back to here is “to a hammer, every problem is a nail.” Doing side projects is the creative equivalent of skiing fresh powder. It’s a new start. You get to build new relationships, or reshape existing ones. You get to use new tools, try out new ideas, solve new problems, and make new things. If you’re working on something in a new area, you also get to shed the weight of your reputation. There are no expectations which is simultaneously freeing and frightening. What this does for your mind is what I imagine to be a very mild ayuhuasca ceremony, with hopefully no vomiting. This fresh perspective is easily applicable to other parts of your life, including your main job. You suddenly start to see opportunities and alternatives that were previously hiding in plain sight.
Another hidden benefit of side projects is the empathy and understanding that comes from sitting on the other side of the table. I’m used to sitting on the creative consultant side of the table. Across from me sits a client. Every client is different, but they are all clients. When I work on a side project, I often find myself sitting on the opposite side. Now I’m the client. My immediate inclination here is “be a good client.” Since I’ve experienced so many clients over the years, it makes me think of the qualities the best clients possess — trust, clear communication, decisiveness. But it’s not so easy. I am not an experienced client. I do my best to be thoughtful, clear, and trusting. One thing I’ve realized here is that some feedback I can give right away, and some I really need to sit with. This benefits everyone involved because while I could give immediate feedback on everything, I really don’t want to call or email back a few days later with a change of heart. I want to leave room for that change of heart before opening my mouth. I still have a lot to learn as a client but I like to think it’s similar to how restaurant people act as diners in not-their-restaurant. Be gracious. Tip well. Again, once I switch back to the side of the table I’m familiar with, I do so with more understanding of what it’s like to sit on the other side. This has allowed me to be more flexible and understanding. It has also allowed me to see some issues before they arise because I can recognize my client-self in their behavior.
There is a general premise that side projects should be frowned upon by employers. “You could be spending that time thinking about your work here!”But this thinking comes from the same 9–5, Return To Office, work ownershipmindset that is in the process of being questioned. Yes, side projects can, and should, benefit the people doing them. But side projects also pay important dividends to main projects that should not be overlooked.
