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!
I am (over) subscribed to far too many newsletters, blogs and podcasts. Many of them are great but most I rarely get to, save for two exceptions: anything that Justin Welsh or Brian Clark create. Justin, you may just be my favourite upstart anti-brand. What I mean by that is that your transparency, brevity, and "every man stoicism" is (for me) the perfect example of creating clear signal instead of just more noise. I feel better every time I read Unsubscribe, and today's piece really hits the mark in times where it's so easy to fall down the wrong rabbit hole. Thanks for yet another great example of the power of authenticity.
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.
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. :-)
This was gold-”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.
Not to you. Not to the people you’re trying to reach. Not to anyone.”
When clarity starts blurring under the weight of validation. What’s helped me is building systems that keep my work anchored to purpose, not applause. I’ve been unpacking how structure protects authenticity lately in my notes.
Well put, Justin, and a perspective that isn't talked about enough. There is so much out there that goes through "how to get successful" — not really much out there which explores how to navigate authenticity in a way that authentically sustains you. I especially love this which you wrote: "When your work is praised, a little voice in our head naturally tells us to start doing more of what earned that praise."
"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." 🫀
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.
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.
Such a valuable reminder. I've reached the early stages of what you're describing and it's been a constant effort at self-awareness that's kept me focused in my truth ... so far lol
It's really easy to get lost on the way. I've found that constant reflection and working with one's thoughts (and maybe putting some stickers to your workingspace :)) helps stay on track.
However, even if you get lost, I think it's a lesson in itself. And it's worth having this lesson. Because what success does with you is a reflection of what happens inside of you.
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!
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.
I am (over) subscribed to far too many newsletters, blogs and podcasts. Many of them are great but most I rarely get to, save for two exceptions: anything that Justin Welsh or Brian Clark create. Justin, you may just be my favourite upstart anti-brand. What I mean by that is that your transparency, brevity, and "every man stoicism" is (for me) the perfect example of creating clear signal instead of just more noise. I feel better every time I read Unsubscribe, and today's piece really hits the mark in times where it's so easy to fall down the wrong rabbit hole. Thanks for yet another great example of the power of authenticity.
JG — thanks so much for this kind compliment. I’m just seeing it on Friday morning and it made my day. I appreciate you for writing it.
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.
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!
This was gold-”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.
Not to you. Not to the people you’re trying to reach. Not to anyone.”
I’ve felt that quiet drift too
When clarity starts blurring under the weight of validation. What’s helped me is building systems that keep my work anchored to purpose, not applause. I’ve been unpacking how structure protects authenticity lately in my notes.
Well put, Justin, and a perspective that isn't talked about enough. There is so much out there that goes through "how to get successful" — not really much out there which explores how to navigate authenticity in a way that authentically sustains you. I especially love this which you wrote: "When your work is praised, a little voice in our head naturally tells us to start doing more of what earned that praise."
"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." 🫀
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.
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.
Omg absolutely LOVED this @Justin Welsh.
Such a valuable reminder. I've reached the early stages of what you're describing and it's been a constant effort at self-awareness that's kept me focused in my truth ... so far lol
It's really easy to get lost on the way. I've found that constant reflection and working with one's thoughts (and maybe putting some stickers to your workingspace :)) helps stay on track.
However, even if you get lost, I think it's a lesson in itself. And it's worth having this lesson. Because what success does with you is a reflection of what happens inside of you.
Wow man Justin. Just wow.