Sterling Proffer

Until you recognize that they are adjacent users and commit to helping them, they will remain adjacent. They aren’t going to get there on their own. You have to be passionate about them and learn to view the product from their eyes. If you don’t focus on them, growth slows and your cohorts decay.

But social media has created a mass ability to publish images and curate them. On Tumblr and Pinterest and Are.na, you can group images into categories and comment on them. Through cheaper, consumer-grade media production tools, ideas once restricted to the underground or the zine now have glossy indie magazines, self-burnt mixtapes, and dozens of... See more