So far in this series on building a life-friendly business we've talked about having a high-leverage business model, offering a high-want product and creating a fan-level following.

In other words, making things easy for yourself by selecting a type of business that works well with a “solo” type business, selling something that people really want so you don't have to do much selling, and building your own little tribe so they pick you by default to buy from.

The final pillar is much more boring. But it's essential.

Without it, none of the rest works.

It's to be productively prolific.

Running a business – and especially marketing, needs you to create things.

Adverts. Articles. Emails. Videos. Podcasts. Whatever you choose to focus on.

Some people get lucky and make one great ad that runs for years. Or hit a viral theme with a video that makes them a little bit famous for a while.

Most of us aren't that lucky. We need to create content regularly to build relationships remotely. Our ads need refreshing over time. Our presentations need updating.

If it takes you an absolute age to do that you're in trouble.

Even if you outsource a lot of your business, that creative element that marks you out as you usually has to come from you.

So if you're very slow at creating it means you either won't get enough done to properly market your business – or you'll be working way more hours than you should.

That's why the next few emails will be about creative productivity.