The market is bigger for that

There’s a bigger market for X. But you love making Y.

Clients pay more if you call yourself THIS. But you feel more pride being THAT.

Algorithms reward content people think they want. But you want to create what they really need.

This list is endless, and we’re constantly pushed towards the former halves, not the latter truths. The easier opportunity and the system flow one way, while you debate whether to swim in your own lane.

Here’s the thing: There’s more to work than cleverly capitalizing. The point of business isn’t “growth” ad infinitum. Of course, you’d be forgiven for believing it is. But that’s somebody else pushing their agenda on you. And you’re gonna die someday. So why spend any more time marching to their drumbeat?

Sometimes, we need to embrace a more selfish aim: I get one life. I’m going to spend it being happy. I’m going to spend it being me.

So no, I won’t publish the end-to-end tactical blueprint. I won’t mold my business to appeal to the masses. Clients can pay me what I deserve for who I am and what I can do, or I’ll find better clients. And I refuse to study algorithms or optimize for search. I’m far too busy learning about people and optimizing for service.

We can play into their game. Or we can play our own. Which will you choose?