Sterling Proffer

Creators and communities do what they do because they love their world, and they want to invite more people into it. It’s about delivering non-replicable value to passionate audiences. As you scale, you will reach a point where it’s impossible — indeed, damaging — to devote more hours of the day to creative endeavors.

The Adjacent Users are aware of a product and possibly tried using the it, but are not able to successfully become an engaged user. This is typically because the current product positioning or experience has too many barriers to adoption for them.

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