7-40 Challenge | Round 4, Day 34
Seth Godin dropped nineteen points about marketing in the age of AI. Three of them stopped me cold.
“Stop trying to be famous. The goal is not to get more famous. The goal is to get less famous and more trusted.”
I’ve spent most of this year building things. The volume has been relentless. But the question I keep dodging is whether the people I’m reaching actually trust me, or whether they’re just watching me build.
Those are different things. An audience watches. A community trusts. I don’t need more people watching. I need more people who’d notice if I stopped.
“Stop trying to reach everyone. Start trying to deeply serve someone specific.”
A few weeks ago I wrote about looking for my Soho people — the small group of readers who’d grab my work and carry it forward. I’ve been thinking about it wrong. I’ve been looking outward for them when some of them are already here, reading this blog, following the Bible pictures, checking in on the challenge. I just haven’t asked them what they need.
Serving someone specific means knowing them well enough to build something they’d miss. Not something they’d scroll past — something they’d miss.
“How do I become the kind of business that people would genuinely miss if it disappeared tomorrow? That answer is your entire marketing strategy.”
That’s the only question that matters. Not how do I get more attention. Not how do I go viral. Not how do I crack the algorithm. Would anyone miss this if it were gone?
I don’t know the answer yet. But I know it lives deeper with the people who are already here — not louder toward the ones who aren’t.
David Willis 