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A case for forgoing growth in the short-run
The gold standard for a creator is —
* You make what you love to make
* You learn how to package it in a way that attracts the right audience
* You consistently deliver a great experience for viewers (that often includes an “oh wow” moment)
* People love watching what you make so much that they turn notifications on, buy things that you sell, and meaningfully engage
* Rinse and repeat
The problem is, most creators never realize the gold standard. And that’s because getting to the gold standard is harder than fast-following, publishing all kinds of hyperbole to get clicks, chasing trends, or riding the coat-tails of empty growth.
It’s about putting your head down, and creating something great. Then putting it out, gathering feedback, and iterating obsessively.
We treat creator businesses as if they are so wildly different from other businesses, but I don’t think they are. Their role in society is still to deliver great experiences, to meet needs, and to establish trust over time. Just like any other.
The problem is that creator businesses are built off measurable and visible hype, and therefore creators (founders) are even more susceptible…
