Sterling Proffer

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?

Adjacent User Theory demands an entirely different approach to being ‘user centric’. Static personas are OUT. Dynamic evolving personas that incorporate product adoption behavior are the standard to strive for. Every 3-6 months during hyper growth, you have to reorient your team around the next adjacent user, what they care about, and what problems... See more

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What artists really need, writes Amy Whitaker in Art Thinking, “is not to be paid to make the things they already know how to make, but to somehow find space inside their financials to play and take risks to develop the next thing.”

Glaringly, the prominent artists complaining about record labels demanding TikToks tend to be Millennials who love a good music video—or at least seem to appreciate the power of cultivating distance from their listeners.