Core Idea
- Optimize for lasting impact over viral moments — build work meant to sell for decades through word-of-mouth, not quick trends
- You own success or failure — stop waiting for publishers, agents, or publicists to care; take full responsibility for creation and marketing
Before You Create
- Define your "why" clearly — purpose sustains you through years of struggle; money alone won't
- Know your exact audience and the specific problem you solve — write this as a one-sentence pitch before starting
- Study timeless classics, not current trends — durability beats what's hot now
- Be bold and provocative intentionally — bland work doesn't last; push boundaries strategically
During Creation
- Accept longer timelines — multi-year projects are normal
- Test ideas early with real feedback — get outside perspective before emotional attachment hardens
- Rewrite ruthlessly — treat editing as seriously as writing; first drafts are always bad
- Polish the package obsessively — great work badly packaged dies; titles, covers, and positioning matter enormously
Launch Strategy
- Concentrate marketing into a defined launch window — coordinate all press, interviews, samples, and influencer outreach simultaneously
- Leverage existing relationships first — email lists, media contacts, and favors owed beat paid advertising
- Trade up the media chain — start with small podcasts and niche outlets; let bigger media discover you organically
- Give away samples generously — free excerpts and trials reduce friction more effectively than ads
- Find champions, don't demand endorsements — build genuine relationships first; champions evangelize naturally
What NOT to Do
- Don't spend 80% of effort on marketing — the work must be excellent first
- Avoid chasing virality — unpredictable and short-lived; focus on steady, repeated exposure instead
- Don't rely on one big media hit — compound effect matters more than single New York Times pieces
- Never compromise quality for marketability — mediocre products require constant advertising; great ones sell themselves
Build Long-Term Platform
- Own direct audience access — build email lists obsessively; social media platforms are unreliable
- Network before you need anything — relationships built over years pay off at launch
- Create a body of work, not one hit — each new project increases discovery of all past work
- Serve fans genuinely — loyalty compounds over decades; treat early supporters like family
Action Plan
- Write your one-sentence pitch and identify your exact audience — clarity precedes creation
- Spend 6-12 months minimum making it undeniably excellent — edit ruthlessly until it's ready
- Start building your platform immediately — launch email list or newsletter before project completion
- Map your 3-month launch strategy — identify journalists, influencers, and contacts; schedule publicity
- Plan to market for as long as you created — great work takes years to find its true audience; measure success over 10+ years, not opening week