• 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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The Audience Shortcut says:

You don’t need to know how to achieve your dreams.

You need to know who to create value for along the way.

Here are the four simple steps to implement the Audience Shortcut:

1. Choose your big dream. What goal feels just out of reach?


2. Identify your audience. Who could reduce your risk or accelerate your journey? (Hint: the

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