Sterling Proffer

Record labels are digging their own grave. They finally have achieved their dream—which is to make money while doing as little work as possible. But the end result is a world in which they add so little value that no successful musician will want them any longer.

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Think about the last thing you made that fell flat. When you created it, did you have a particular person in mind who would especially appreciate and benefit from that work? Or maybe a group of people?

People are looking for more meaningful narratives and communities than brands can offer, and companies want to supply this “meaning demand”—but are structurally disincentivized to do so.

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.