When creating something, the problem with following ratings, clicks, likes, engagement online is that it has its own set of rules to win – it is its own game, in and of itself. When the art of popularity is refined, it usually (always?) becomes a race to the bottom to appeal to the most people. This distracts you from the real task at hand – making something cool.

Creating something authentic and original – whether it is a book, an experience in a BnB,  a song – means that it will not appeal to everyone. By definition. This is ok.

Instead we must double down on the people we want to please, who matter to you and whom you want to engage with your art.

I don’t think you can possibly matter to everyone. We must stop chasing ratings for ratings sake.