build a world, not an audience — kening zhu

instead of “building an audience,” build a world. build a digital garden-ecosystem, that exists — first and primarily — for itself . a world that doesn’t need likes, traffic, subscribers, or clicks — in order to validate its existence

in an age when everyone seems to be trying to build an audience in order to “monetize their passions,” the end result is a crowded digital world of people striving to be influencers-celebrities, especially on social media

build a world, not a marketing funnel