The Project-Driven Life
For creative builders, life is a series of projects, not a career path.
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In Hollywood, nobody expects a production to last forever. Every project wraps. The credits roll. And then? It's on to the next one.
In tech, we've held onto a different story—a myth of career ladders and jobs with no fixed end. Reality tells a different story: Roles come and go, startups rise and fall, and the average tech employee tenure shrinks by the year.
But fear not, because for creative builders like us, it's never been about a straight-line career path. It's always been about the projects.
The myth of the linear tech career
For much of the 20th century, the dominant narrative around careers followed a predictable arc: start at the bottom, climb the ladder, retire at the top. This model made sense in industries built around institutions where expertise developed predictably over time and organizational structures remained relatively unchanged for years.
But creative builders in tech have never really fit this mold. Even before AI shook the snow globe, the so-called "tech career path" was already fragmented. The jobs are fluid because the nature of this creative technology work is fluid.
Where I live in Los Angeles, no creative professional expects to work on only one thing for their entire career. It's understood that your career will be a collection of projects—with choices, experiments, flops, and hits. The industry sees this instability as part of the process. Creative builders in tech should embrace this same mindset, viewing our work not as a ladder to climb but as a sequence of projects that shape who we become.
Projects catalyze your transformation
Projects are more than just work for the creative builder—they're catalysts for personal and professional growth. Each one forces you to experiment, adapt, and evolve. Looking back, I can trace how specific projects transformed me:
The "learn to code" project: Frustrated by my inability to build the digital products I was pitching in advertising, I set a challenge to learn to build them myself. It took time, help, and plenty of cursing under my breath at my buggy apps to get there but eventually, I shifted into software development.
The "improve my own UI" project: In 2016, I was a UI developer on a team with no dedicated designer. I challenged myself to improve our product's UI because I cared the most about how the interface looked and felt. This pushed me to develop skills that led me to switch to a full-time role in design.
The "share my learnings with the world" project: After a decade of creating software, I wanted to help others create with what I'd learned. This pulled me into making this Substack to share my ideas and led me to develop my writing, content strategy, and publishing skills that are shaping the next era of my career.
Each project wasn't just work to be done—it was a vehicle for transformation. The skills I acquired came directly from what each project demanded, not from some predetermined career plan. Embracing the Project-Driven Life means letting work that excites you pull you toward where you need to be instead of forcing yourself onto a less authentic path. The transformations are the point, not detours from a supposed ideal.
AI and the future of creative work
Of course, I can't talk about creative careers today without at least mentioning AI. Generative AI is reshaping what it means to create, but for those embracing the Project-Driven Life, this represents more opportunity than threat. The question is less "Will AI take my job?" and more "What project can I build next that only I can build?"
AI changes how we build, but it doesn't replace the unique curiosity, vision, and taste of the builder that defines meaningful creative work. If anything, it amplifies our ability to bring our unique ideas to life. For creative builders, the way to move ahead is the same as ever: Embrace your impulse to create, share your work with the world, and keep building your way forward (except now with a couple AI teammates by your side).
Living the Project-Driven Life
So what does it mean to live this way? Here are a few mindsets that have guided me:
Follow your excitement, not just a plan: Projects that change you often come from unexpected places. Excitement should lead. Plans can adjust.
Choose projects intentionally: Be thoughtful about what you take on. Don't just chase a trend, but pick things that really light you up. Each project contributes to the story you tell yourself and the world about who you are and what you value.
Let projects guide your learning: Each project naturally pulls you toward the skills you need. I didn't set out to become an engineer—I wanted to make software, which meant learning to code. Even projects that don't turn out as expected teach you something valuable. The question becomes: What did this project give me that I didn't have before?
Build resilience through variety: Different projects develop different muscles. Switching mediums, roles, or focuses isn't scattered; it's strategic.
Embrace a broader core identity: Free yourself from limiting job titles. What's important isn't your title or the medium—it's your drive to create. Embracing a more expansive view of yourself allows you to flow between different types of projects with less identity crisis.
What projects will you choose?
Creative builders thrive not because we follow a clear path, but because we trust the process of building, learning, and adapting.
So if you're feeling uncertain about what comes next remember: You don't have to see the whole path. You just have to choose the next project worth building.
That's the beauty of living a Project-Driven Life.
Until next time,
Patrick
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