When you reduce yourself to a product, you sacrifice the very essence of what makes you unique. Your quirks, your weirdness, your vulnerabilities, your authentic self-these are the things that resonate with others, not a polished, palatable persona. The impactful creators understand this.

Once upon a time, the Internet was predicated on user-generated content. The hope was that ordinary people would take advantage of the Web’s low barrier for publishing to post great things, motivated simply by the joy of open communication. But then ad sales came into play.

That business model is still what most of the Internet relies on today. Rev... See more

Marketers should be obsessed with communities, not just fret about how to market to an impossible number of individuals.