my strategy is this: I create my world, and I wait for people to find it . I wait for them to find me, and resonate — at some deeper level - with the work I do.

this might feel a bit radical, a bit passive, perhaps. it thwarts the urge to be seen by as many people as possible, as quickly as possible

You need to build a world so rich and captivating that others will want to spend time in it, even if you’re not there.

• The long tail of the internet has provided a way for sovereign creators
  
  and businesses to ‘
  
  niche at scale
  
  ‘ in ways not possible at any other time in history, fostering unparalleled creativity and innovation;


• The quality of an audience matters;


• Being tiny is mighty;


• Delighting the weird is a superpower;


• When you build a business, you’re building a new

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Similarly, I think people need to ask themselves – and it might be easier if we ask each other – What do you really want to be doing? How did you fall in love in the first place? People start optimizing for things like “hm, if I did this I would get 5% more traffic” or “I would get to the next follower milestone” I think because it’s visible, and i... See more