A Big Audience Is Overrated

A big audience is overrated. Creators often cater their work toward the masses in order to grow a bigger audience. For what? It’s a self-perpetuating cycle.

There’s nothing wrong with a big audience, as it can open doors and bring opportunities. But few pause to consider whether those doors are the ones they want to walk through.

Creating work that serves your goals is better. If you want to get a job as an ad copywriter, write 100 ads and put them in your portfolio. It won’t grow you a huge audience, but it will serve as a key to the door you really want to walk through. If you want to speak at conferences, write a book. If you want to design album covers, redesign 50 of your favorites. You get the picture. Think of a series of projects you can publish that makes hiring you a no-brainer for the projects you want to do.

I know dozens of creators who are on an audience-sustaining treadmill. But the creator who really wins only works on projects that compel her, and creates work that opens the doors she wants to walk through.