Coming up with an idea and then the process to make it a real thing can be long and grueling. Many people don’t even make it all the way and are stuck with just a big idea. (Or a feeling that they’re not creative at all.) However long it is, it’s deceptive to think that the work is done once you hit send, put it in a frame, approve the final cut, or even sell it. In fact, the work is just beginning.

(Let me stop here for a second to recognize the fact that I’m writing this for myself. To tell myself this bit of advice that I need to hear.)

The next phase, and sometimes even harder than making it, or shipping it, is self-promotion. Telling people that you have something worth reading, watching, experiencing, buying. Worth their time.

I’ve followed several authors recently who spent a year or more writing a book, and probably equal, if not more time promoting the book. Doing podcasts and coming out with community groups or workshops or new products from that book.

And while that can be uncomfortable because of whatever fear we all have around feeling egotistical, center-of-attention seeker, or feeling like we could fail if we say it out loud, or come across as some cheap used car salesman.

Even writing that part out was helpful. Just being aware and naming those fears make them less scary. And here’s one final reminder (again, partially for myself): every successful artist, writer, filmmaker, entrepreneur has had the chutzpah to make something new and then promote their idea as worth your time.

Caveday is a company aimed at improving your relationship to work. We write regular posts here and send out monthly newsletters with productivity tips, life hacks, and recommendations. Sign up for the mailing list here.

Jake Kahana is a cofounder of Caveday. Sign up for his personal emails, called “The Email Refrigerator” here.