Mass marketing means appealing to the masses which means appealing to the average.

Here's the thing: The book that will most change your life is the book you write.

Just imagine how much you'd get done if you stopped actively sabotaging your own work.

What people want is the extra, the emotional bonus they get when they buy something they love.

Instead of wondering when your next vacation is, maybe you should set up a life you don't need to escape from.

Turn strangers into friends. Turn friends into donors. And then do the most important job: Turn your donors into fundraisers.

So much easier to aim for the smallest possible audience, not the largest, to build long-term value among a trusted, delighted tribe, to create work that matters and stands the test of time.