259 Cowley Ave, Ottawa, Ontario, Canada, K1Y 0H2

Keep It Weird

I know you know this. I know I have told you this already, and probably more than once but here it is again.

Do your work for the weirdos.

If you’re for everybody, you’re for nobody. Be for the smallest, weirdest audience possible. Stop worrying about the one guy who may not like what you do, and instead focus on all the people who’ll love it.

When you commit to this – when you give up the illusion of security that you get from thinking like a generalist – when you keep creating work that resonates with a group of people, you’ll never look back.

Create a story that is worth hearing, and tell it over and over and over again.

“He met me at an art gallery to talk to me about financial planning.”

“She introduced me to two of her other clients who have become my best friends.”

“When absolutely everything went wrong, he saved me and I never had to ask.”

“Not only did I learn a lot, I laughed for an hour straight.”

“When I walked into the store, the entire staff applauded.”

Do the work you love, the way you want to do it so that it has the impact you desire.

That’s it.

This all gets a lot easier to imagine when you are not trying to imagine doing it for everyone.


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