Hendrik

The fundamental message of marketing must change from "we want your money" to "we share your interests".

But I absolutely loathe the term content marketing because it sounds so contrived. It sounds like something planned and measured and designed where I don't think that's where the interesting lessons are. I do not think, what is it that the audience exactly wants to hear? That's not where you're gonna get the good stuff. I think the good stuff

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when you build a world, your world is not begging your visitors to subscribe, download, or buy anything. A world that simply exists — for itself — is a world that needs nothing from you. And a world that needs nothing from you, but has everything to give — has magnetic power. It’s a place you want to spend time in, because it nourishes you.

build a world, not a marketing funnel

It helped me to think of marketing as simply: sharing my work with one person at a time — even if what I do on the internet can be accessed by everyone, anyone, anywhere. (This is the magic of the internet: asynchronous intimacy at scale, across distances.) This intimacy draws me closer. It lets me be more honest, more inspired, more real — like... See more