blah, blah, business

You don’t feel like a true creator because you haven’t made anything heavy, and deep down, you know light things don’t count. Your output is high, but your imprint is low. You ship, but you do not build. You call yourself a creator, but what have you made that could survive a month offline? A year? A decade? If you stopped posting tomorrow, would... See more

Everyone’s office looks the same (a blend of WeWork/Soho House lite). Everyone’s coffee shops look the same and everyone’s coffee looks the same. Our high streets and malls all look the same (Main Street = chain street). Check into a hotel aimed at people in their 20s-40s...which city are you in? Which country, then? Ok, which continent?

Bottom line: choosing the right market frame for your product is essential.

Traditionally, this is known as “positioning.” But most resources on positioning are too disconnected from strategy for my taste. They are useful, but only tell you how to execute on a position. They don't help you choose the right one.

So many creators start in the shallow pool of some algorithm’s grip—until, inevitably, they go searching for something heavier. From short-form to long-form. From building in public to locking in to solitude, obsession, deep work. To create a book, a film, an album, a company—something that stands alone.

Most people run from real fire. They distract themselves with busy work, or numb themselves with consumption, or try to rebrand their breakdown as a breakthrough before the ashes have even cooled.

Instead of avoiding the inevitable chaos of your life, learn to turn into it.

Stop trying to pop-psych your way out of your devastation. Stop trying to... See more