Why Creatives Will Win by Thinking Small

• 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 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

... See more

It’s generally much easier to be a creator today than ever.

But there’s one big reason I don’t envy the people getting started in their online-solopreneur-creating-things journey today:

Expectations.

I’ve been doing this for about a decade, and when I started, it was significantly harder to build an audience.

There were no highly optimized entertain... See more

10 strategies for fostering the creator middle class:

...there is a paradox to scale, I think. People who want to be big sometimes think, “I have to immediately reach the largest possible audience.” But in a weird way, the best way to produce things that take off is to produce small things . To become a small expert . To become the best person on the internet at understanding the application of Medic

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That’s a powerful—and powerfully counterintuitive—way to think about your work. And the reason more people don’t think in this manner is because they are afraid. They’re afraid of carving their own path and finding nothing at the end of it. They’re overly concerned with the vanity and status consciousness of fans who are comfortable in the traditio

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