7-40 Challenge | Round 4, Day 34

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Seth Godin dropped nineteen points about marketing in the age of AI. Three of them stopped me cold.

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“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.

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“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.

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“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.

7-40 Challenge | Round 4, Day 30

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There’s a quote attributed to Blaise Pascal: “I would have written a shorter letter, but I did not have the time.”

Most people read that as a joke about editing. It’s not. It’s one of the truest things ever said about how real clarity works.

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The simple version of anything is never where you start. You start with the mess — every idea you have, every angle you can think of, every framework and connection and tangent your brain wants to chase. That’s the long letter. It’s necessary. You have to write it.

But the long letter is not the product. The long letter is the process.

The product is what’s left after you cut everything that doesn’t make Monday morning better for the person holding it. That takes longer than the mess did. It takes focus, honesty, and the willingness to throw away things you’re proud of because they don’t serve the person you’re building for.

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I’ve watched this play out in my own work this year. I cut nearly half my first novel in editing — not because the writing was bad, but because I was explaining things the story had already shown. Yesterday I wrote a closing line I loved — a declaration about what I was going to do next. The editorial pass cut it because the essay had already made the point. The line served me. It didn’t serve the reader.

I’ve been developing an AI education product for weeks. It kept growing — more frameworks, more depth, more layers. Then I asked myself what the simplest useful version looked like. The answer fit in one sentence. That is where I am headed.

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Simplicity isn’t where you start. It’s where you arrive after doing the hard work of going through everything else first. The short letter takes longer than the long one. But it’s the only one worth sending.

7-40 Challenge | Round 4, Day 29

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I’ve been calling promoting my creative work a foreign country. A place I don’t speak the language, don’t know the customs, don’t belong. I’ve been treating it like something that requires a translator or a guide just to survive.

That’s the wrong metaphor. And the wrong metaphor was keeping me stuck.

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A foreign country means I don’t belong there. The terrain is hostile, the language is incomprehensible, and I need someone else to navigate for me. That framing makes me a tourist — passive, dependent, out of my depth.

Undiscovered territory means the map hasn’t been drawn yet. I have skills that transfer. I’ve navigated unmapped ground before. The terrain isn’t hostile — it’s just unfamiliar. And the only way to map it is to walk it.

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Lewis and Clark had a mission before they had a map. They knew the destination — the Pacific. They didn’t know the terrain between here and there. They walked it anyway, and the map got drawn behind them.

I know my Pacific. It’s not a revenue number. It’s freedom. It’s influence. It’s the ability to create things that matter to people, that uplift and inspire them, and also provide me the means to accomplish the goals that I have.

Everything between here and there is not a foreign country — it’s just unmapped territory. And no one else is going to map it for me, because no one else has my combination of skills, products, and goals.

The good news is I believe I’m right where God has me, and that I’m walking with Him through this uncharted territory. It’s exciting. It’s scary. But it’s time to find that Pacific shore.