Great post. I'm glad I started all this 20 years ago because it gave me a lot of time to handle and adjust to public feedback. From high praise to vicious criticism, and even outright hatred.
What you're talking about can easily lead to audience capture. Over time, many creators become caricatures of themselves as they chase more and more attention.
For sure. It’s something I think people have to be really intentional about, especially if they have a business background. “Follow the data,” they say, which means you end up doubling down and becoming (as you said) a caricature of themselves.
Maybe it’s because I’m a bit older & hopefully wiser, 😜 but I believe this path is avoidable.
I’m in the “creator” lane by necessity of having an online business (LinkedIn ghostwriter & growth strategist w/a side dish of getting clients podcast guest interviews which fuel a content flywheel & support new business).
But I spent decades doing PR, audience growth & new biz dev for others-authors, experts, CEOs, business owners.
During a recent chat with someone in a similar lane who is opting back into corporate - I saw something that shocked me.
His ego really got in the way of his business.
I don’t mean that as an insult at all - this is a lovely person.
But I see the same elements in today’s Unsubscribe essay “A Deceitful Mirror.”
When you focus on the real “business” & not the “self” this myopic lane is avoidable, IMO.
I focused on:
“What is the audience really looking for?”
“Why did they respond to this?”
“What will they need to learn or do next?”
“Am I positioned to have that for them to purchase?”
Now, that doesn’t sound much different from what the article articulates. And yes, it led to dismay, but it is a different mindset lol.
And maybe it’s just because there were more dimensions to those businesses if that makes sense. (Not just online).
For example, if your content exists to sell your services, what is the next question or confusing part of the customer journey where they might trip or need to know something specific? That’s your next piece of content.
Your impressions, engagement, etc are a factor to consider, but not the only one. Obviously 🙄
When online business owners take their business offline, it might be easier to see this?
Go to a conference. Attend a monthly group meeting. Talk about what you do to other people who aren’t invested or won’t just tell you how great you are.
I think ego is the real enemy here. It’s easy to get wrapped up in the personal aspects of watching your content blow up or tank.
PS. Justin, Absolutely loved your recent pod interview with Nathan May, Personal IPO. I got so much out of it & appreciate how much you shared. Especially enjoyed hearing about how you built, nurtured & grew teams. More people need that skill set. And businesses need to see & reward the people who do it well, as it’s a rare skill!
"But I’ve learned something important over the last six years or so. The moment you optimize for external rewards over your internal mission is the moment you begin creating something that doesn’t really matter." 🫀
Hugely important post Justin. Been there a few times over my career. Holding steady here on SS. I will no longer morph what drives to publish for a silly like or subscribe.
Justin, I appreciate this post a lot. As many other comments also indicate, your advice comes at an auspicious time for me, too, when rapid growth in my Substack runs into...whatever happened in/around July, when things seemed to change and slow down precipitously. Instead of reacting to what I think my audience may want, stick to what got me here, which is what I think is novel, interesting and informative (and, importantly, worth paying for).
It reminds me of the artist's struggle, to create from a source of hunger, not from a reflection of praise.
THIS... HITS... HARD!!! I loved every word of it. Well done, Justin!
This reminds me of my time in the military. For context, across my 21 years in the Marine Corps, each new year, promotion, and billet assignment resulted in a heightened career progression and knowledge base that made me a highly sought out subject matter expert in my area of expertise (cyberspace operations). I felt my star rising. I was successful for all intents and purposes. And like you wrote in your essay, there's nothing wrong with being successful. But as you also shared, you can't become so enamored with the success that it changes who you are at your core, your purpose, your why, your mission.
For me, somewhere around my 15-year mark, I noticed myself falling victim to enjoying the spotlight a bit too much. So much so that I began proactively offering my counsel when it wasn't necessarily being sought. (I cringe just thinking about it! So horrible!) But the good news is that I truly think I caught it before it got too bad. In fact, I'll remember the exact day. I was in the Pentagon, walked by a young Sergeant's cubicle, and I saw a printout in his area called "The W.A.I.T. Flowchart". If you haven't seen it before, it stands for "Why Am I Talking?" It punched me right in the gut! I realized that I was falling victim to seeking -- and enjoying! -- the attention far too much.
From that moment on, I adopted the practice of being more mindful about what, when, and how much I should share. It was a gamechanger! Within six months I had honestly become such a better leader and advisor. Namely because I (a) felt the freedom to speak up when needed but (b) had the wisdom to keep my mouth shut when it wasn't needed or sought. Fast-forward across the remaining five or so years of my career, and I noticed that I actually became more sought out, appreciated, and offered a variety of strategic concepts that became reality.
By no means do I want this to come across as boasting -- that couldn't be farther from the truth. I'm sharing this because I 100% agree with your statement that "the moment you optimize for external rewards over your internal mission is the moment you begin creating something that doesn’t really matter. Not to you. Not to the people you’re trying to reach. Not to anyone." That was so me! Thank God I didn't wait too long to turn it aournd.
Sorry for the novel. I'll go back to my W.A.I.T. mindset now. :-)
I love this Justin! Thank you for sharing, and it's always great to have a nudge to remind us of the "why" - as it is so critical, regardless of success or failure. It's what helps us get through to the other side of either.
I think when you are a small creator, validation and metrics become your game. However, as you rise up the ranks with more followers, it's easy to think about the "Whys" and the "Hows". Yeah definitely you can begin with the "Whys" , but sometimes, your why doesn't give you revenue. The most successful entrepreneurs pivoted to something completely different than what they originally started out building...so I think a little bit of flexibility has to be there to think it terms of the person who wants revenue and your internal locus of control.
This happened to me, and I stopped writings things I cared about. Then I stopped writing altogether. I just started writing again, mostly on here as I can't really find a place on LinkedIn that fits me anymore (yet). I'm writing things I care about to a much smaller audience so the dopamine hit isn't there, but at least I care deeply about what I want to put out into the world. I realize now that I'm no longer a founder on a startup journey, but rather a startup founder on a human journey...and sharing the things that happen in pursuit of freedom is what resonates with me most now. Whether there's an audience for that, I have no idea. But my inspiration is back and I actually want to write...for me.
The pathway should include some sort of structure.
What’s in the way is the Content Click Economy that binds the mind.
Bad Bunny, Substack’s Bari Weiss, and the B2B Secret Everyone Will Copy
AI Challenges, Creative Experiences, and the Battle for Control Over the Real Economy
Why algorithms can trend but humans still rule — from Hollywood’s latest AI algo hook victory to building trustworthy affordable marketplaces.
AI vs. Human Creativity
“Algorithms Can Trend. Humans Still Rule.”
AI fakes can trend, but they can’t rule — experience, creativity, and human connection still run the game.
Are B2B LinkedIn and creator friendly Substack real, or just more hype machines?
Hollywood has a new star. And she isn’t human. Tilly Norwood, an AI-generated actress, is the latest attempt to bottle influence and scale charisma on autopilot. But Tilly Norwood herself? She’s smoke and mirrors — a synthetic hook built to stir panic and drive traffic. The Hollywood game plays out across every corner of life — from trusted advisors to dental offices and shopping experiences.
Meanwhile, in the real world of business, music, and culture, stars like Bad Bunny and Kendrick Lamar prove that marketing machines can amplify creative voices — but experience and originality can’t be faked. That’s consumer games. Business is exhausted along with the consumers who buy their products looking for real quality.
If you’re still chasing formulas and algorithms, you’re already behind. Beware the audience-plus-income models, the online money schemes, and influencer authority playbooks when you’ve got a real skill, a B2B business, or want lasting success that you actually own as a consumer who also has to get paid for your labor, skills, or ideas.
That’s true for trusted advisors, agency owners, and healthcare providers alike. The audience is being played because nobody can keep up with all the online complexity, investor-insider games, and the hype factory that employs their marketing agents.
Nobody cares about these headlines, click bait tricks, and writing content to make their business work except experts in the industry who today deploy very complex angles.
Success has a sneaky way of dressing up as progress while quietly rewriting your motives. It doesn’t arrive with a warning sign either… just more likes, more followers, more dopamine. And before you know it, you’re polishing a version of yourself that never really asked to be created. What’s one habit or checkpoint you’ve built to keep your voice anchored when the noise gets loud?
Couldn’t agree more, Justin.
Success quietly rewires your motives if you’re not paying attention.
These days I measure alignment first, metrics second. Keeps the work honest.
I’m trying my best as well, Ryan.
Great post. I'm glad I started all this 20 years ago because it gave me a lot of time to handle and adjust to public feedback. From high praise to vicious criticism, and even outright hatred.
What you're talking about can easily lead to audience capture. Over time, many creators become caricatures of themselves as they chase more and more attention.
For sure. It’s something I think people have to be really intentional about, especially if they have a business background. “Follow the data,” they say, which means you end up doubling down and becoming (as you said) a caricature of themselves.
Maybe it’s because I’m a bit older & hopefully wiser, 😜 but I believe this path is avoidable.
I’m in the “creator” lane by necessity of having an online business (LinkedIn ghostwriter & growth strategist w/a side dish of getting clients podcast guest interviews which fuel a content flywheel & support new business).
But I spent decades doing PR, audience growth & new biz dev for others-authors, experts, CEOs, business owners.
During a recent chat with someone in a similar lane who is opting back into corporate - I saw something that shocked me.
His ego really got in the way of his business.
I don’t mean that as an insult at all - this is a lovely person.
But I see the same elements in today’s Unsubscribe essay “A Deceitful Mirror.”
When you focus on the real “business” & not the “self” this myopic lane is avoidable, IMO.
I focused on:
“What is the audience really looking for?”
“Why did they respond to this?”
“What will they need to learn or do next?”
“Am I positioned to have that for them to purchase?”
Now, that doesn’t sound much different from what the article articulates. And yes, it led to dismay, but it is a different mindset lol.
And maybe it’s just because there were more dimensions to those businesses if that makes sense. (Not just online).
For example, if your content exists to sell your services, what is the next question or confusing part of the customer journey where they might trip or need to know something specific? That’s your next piece of content.
Your impressions, engagement, etc are a factor to consider, but not the only one. Obviously 🙄
When online business owners take their business offline, it might be easier to see this?
Go to a conference. Attend a monthly group meeting. Talk about what you do to other people who aren’t invested or won’t just tell you how great you are.
I think ego is the real enemy here. It’s easy to get wrapped up in the personal aspects of watching your content blow up or tank.
PS. Justin, Absolutely loved your recent pod interview with Nathan May, Personal IPO. I got so much out of it & appreciate how much you shared. Especially enjoyed hearing about how you built, nurtured & grew teams. More people need that skill set. And businesses need to see & reward the people who do it well, as it’s a rare skill!
"But I’ve learned something important over the last six years or so. The moment you optimize for external rewards over your internal mission is the moment you begin creating something that doesn’t really matter." 🫀
Hugely important post Justin. Been there a few times over my career. Holding steady here on SS. I will no longer morph what drives to publish for a silly like or subscribe.
Justin, I appreciate this post a lot. As many other comments also indicate, your advice comes at an auspicious time for me, too, when rapid growth in my Substack runs into...whatever happened in/around July, when things seemed to change and slow down precipitously. Instead of reacting to what I think my audience may want, stick to what got me here, which is what I think is novel, interesting and informative (and, importantly, worth paying for).
It reminds me of the artist's struggle, to create from a source of hunger, not from a reflection of praise.
THIS... HITS... HARD!!! I loved every word of it. Well done, Justin!
This reminds me of my time in the military. For context, across my 21 years in the Marine Corps, each new year, promotion, and billet assignment resulted in a heightened career progression and knowledge base that made me a highly sought out subject matter expert in my area of expertise (cyberspace operations). I felt my star rising. I was successful for all intents and purposes. And like you wrote in your essay, there's nothing wrong with being successful. But as you also shared, you can't become so enamored with the success that it changes who you are at your core, your purpose, your why, your mission.
For me, somewhere around my 15-year mark, I noticed myself falling victim to enjoying the spotlight a bit too much. So much so that I began proactively offering my counsel when it wasn't necessarily being sought. (I cringe just thinking about it! So horrible!) But the good news is that I truly think I caught it before it got too bad. In fact, I'll remember the exact day. I was in the Pentagon, walked by a young Sergeant's cubicle, and I saw a printout in his area called "The W.A.I.T. Flowchart". If you haven't seen it before, it stands for "Why Am I Talking?" It punched me right in the gut! I realized that I was falling victim to seeking -- and enjoying! -- the attention far too much.
From that moment on, I adopted the practice of being more mindful about what, when, and how much I should share. It was a gamechanger! Within six months I had honestly become such a better leader and advisor. Namely because I (a) felt the freedom to speak up when needed but (b) had the wisdom to keep my mouth shut when it wasn't needed or sought. Fast-forward across the remaining five or so years of my career, and I noticed that I actually became more sought out, appreciated, and offered a variety of strategic concepts that became reality.
By no means do I want this to come across as boasting -- that couldn't be farther from the truth. I'm sharing this because I 100% agree with your statement that "the moment you optimize for external rewards over your internal mission is the moment you begin creating something that doesn’t really matter. Not to you. Not to the people you’re trying to reach. Not to anyone." That was so me! Thank God I didn't wait too long to turn it aournd.
Sorry for the novel. I'll go back to my W.A.I.T. mindset now. :-)
Thanks again, Justin! Well done!
Reading this Issue I remembered a chapter from Start with why by Simon Sinek titled When Why goes fuzzy…..
When we lose sight of our why, we start performing for approval.
Thank you, Justin.
I love this Justin! Thank you for sharing, and it's always great to have a nudge to remind us of the "why" - as it is so critical, regardless of success or failure. It's what helps us get through to the other side of either.
I think when you are a small creator, validation and metrics become your game. However, as you rise up the ranks with more followers, it's easy to think about the "Whys" and the "Hows". Yeah definitely you can begin with the "Whys" , but sometimes, your why doesn't give you revenue. The most successful entrepreneurs pivoted to something completely different than what they originally started out building...so I think a little bit of flexibility has to be there to think it terms of the person who wants revenue and your internal locus of control.
This happened to me, and I stopped writings things I cared about. Then I stopped writing altogether. I just started writing again, mostly on here as I can't really find a place on LinkedIn that fits me anymore (yet). I'm writing things I care about to a much smaller audience so the dopamine hit isn't there, but at least I care deeply about what I want to put out into the world. I realize now that I'm no longer a founder on a startup journey, but rather a startup founder on a human journey...and sharing the things that happen in pursuit of freedom is what resonates with me most now. Whether there's an audience for that, I have no idea. But my inspiration is back and I actually want to write...for me.
The mirror is inside the mind.
It takes work on thought, action, and impact.
The pathway should include some sort of structure.
What’s in the way is the Content Click Economy that binds the mind.
Bad Bunny, Substack’s Bari Weiss, and the B2B Secret Everyone Will Copy
AI Challenges, Creative Experiences, and the Battle for Control Over the Real Economy
Why algorithms can trend but humans still rule — from Hollywood’s latest AI algo hook victory to building trustworthy affordable marketplaces.
AI vs. Human Creativity
“Algorithms Can Trend. Humans Still Rule.”
AI fakes can trend, but they can’t rule — experience, creativity, and human connection still run the game.
Are B2B LinkedIn and creator friendly Substack real, or just more hype machines?
Hollywood has a new star. And she isn’t human. Tilly Norwood, an AI-generated actress, is the latest attempt to bottle influence and scale charisma on autopilot. But Tilly Norwood herself? She’s smoke and mirrors — a synthetic hook built to stir panic and drive traffic. The Hollywood game plays out across every corner of life — from trusted advisors to dental offices and shopping experiences.
Meanwhile, in the real world of business, music, and culture, stars like Bad Bunny and Kendrick Lamar prove that marketing machines can amplify creative voices — but experience and originality can’t be faked. That’s consumer games. Business is exhausted along with the consumers who buy their products looking for real quality.
If you’re still chasing formulas and algorithms, you’re already behind. Beware the audience-plus-income models, the online money schemes, and influencer authority playbooks when you’ve got a real skill, a B2B business, or want lasting success that you actually own as a consumer who also has to get paid for your labor, skills, or ideas.
That’s true for trusted advisors, agency owners, and healthcare providers alike. The audience is being played because nobody can keep up with all the online complexity, investor-insider games, and the hype factory that employs their marketing agents.
Nobody cares about these headlines, click bait tricks, and writing content to make their business work except experts in the industry who today deploy very complex angles.
Success has a sneaky way of dressing up as progress while quietly rewriting your motives. It doesn’t arrive with a warning sign either… just more likes, more followers, more dopamine. And before you know it, you’re polishing a version of yourself that never really asked to be created. What’s one habit or checkpoint you’ve built to keep your voice anchored when the noise gets loud?
Brilliant
"The audience comes last..." - Rick Rubin
There is so much truth in this. Been there and relearning it now. 🙏🏼