Eat everything. Be incredible.

I just spent nigh on two hours researching an interview with Sir Ferrers Vyvyan, owner of the magnificent Trelowarren Estate in Cornwall.

Time well spent.

Yet in 2010 I spent on average two minutes researching blog posts.

Proof that I didn’t really care.

Do you?

I read a stunning post on ProBlogger over the weekend (7 Good Things That Blogging Brings by Arsene Hodali of The Good Life? | dancePROOF) that made me realise that my efforts to plan more, to research more, were clearly not in vain.

I don’t believe that a second of your time is wasted when you’re experiencing stuff you want to share. We all have superficial thinkings and as a catalyst for action, they’re worthwhile. But when you’re looking to spur others into action, you need to go deeper.

Take my research for the Sir Ferrers interview. I know already that he’s a great guy: I watched the video of Sir Ferrers Vyvyan here and I instantly warmed to he and his vision. Anyone can inherit – few can use that luxury as an opportunity to amplify their own morals and values to benefit humanity and large.

Someone so generous and giving of their resources and time – time that we only have in meagre reserve, let us not forget – is instantly worthy of your own commitment. And so two hours (more, in fact, since I researched this subject a few months earlier when changing circumstances meant we were unable to connect) is but a drop in the ocean.

Research and planning should form the cornerstone of everything we do. I know darn well of the philosophy writ large of those kick-ass entrepreneurs who say just do it and equally do I respect it. I used to preach at this altar myself – with wholly insignificant results (these words between parenthesis are not to offer a defence for my ineffectiveness as much as they are to safeguard the continuing achievements of those who practice this church of thought).

When I podcast, by and large the research is in my head. With bullet-pointed keywords and phrases to illuminate the path between the pushing of record and stop buttons. Sometimes it makes sense to elaborate on paper for the benefit of your co-host or guest. I’m charting journey B here so we can riff with the absolute comfort and confidence of the interviewee at heart.

In business, I should plan more. Word And Mouth is high on action and execution, and often we don’t get it perfectly right when it comes to a project plan. But what we do do, every time, is devote our absolute attention to the client who can be safe in the knowledge what they’re getting is strength in confidence and a driven attitude towards results-oriented practice.

And if there’s one thing we’ll do better today, this week, next month and onwards, it’s plan and research. In whatever setting or environment necessary.

Here’s a post by Chris Brogan that enumerates my thoughts far better than I have here.