Big picture failures

It’s easy to see ‘the BIG picture’ - it’s hard to do the hard work of creating creative that matters to your best audience.

That’s the opposite of what you’ve been told - that’s the opposite of what marketing funnels tell you - that’s the opposite of all the advice you received from those still grasping a passing age.

Big picture people think they need to reach the largest audience - the average audience with average creative.

But the real work is in creating for your best audience - serving them - and ignoring the average audience.

Creative work that’s for the bigger audience of ‘everyone’ is average creative for no one in particular.

Get over ego, and let go of people who ignore your work (they’re not going to love you so let them love what they want to love).

If you shoot for ‘the world’ you’ll miss everyone who is ready to connect, ready to belong, ready to give and buy and tell all their friends how much better they are because of what you add to their lives.

This is your real job.

The world is changing - but those who struggle today don’t see it yet... but you do.
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