You Have to Enjoy It a Lot

Marketing is an open problem. People try to solve marketing in different ways. Some people will create videos, some people will write and/or tweet. Some people will literally stand outside with a sandwich board. Some people will go make a whole bunch of friends and just throw parties and spread by word of mouth. Now, it may be the case that for your business, one of those is much better than others, but the most important thing is picking a business that is congruent with whichever one you like to do. So for example, I have a lot of friends approach me and say, “Hey, let’s start a podcast together.” And I’m like, “Do you genuinely enjoy talking? Do you genuinely enjoy talking a lot?” Because if you don’t, you’re not going to enjoy the process of podcasting. You’re not going to be the best at it. And they’re just trying to market. And so they start a podcast, they do two or three episodes, and then eventually they drop off. And they drop off because firstly, they don’t enjoy podcasting. I don’t mean enjoy a little bit, you have to enjoy it a lot. If you’re going to be the top at it, you have to be almost psychopathic level at which you enjoy the thing. And so they’ll record a few episodes and then their readers or their listeners will pick up on, “Actually this person is just asking a bunch of questions, kind of flat face and doesn’t seem to really enjoy it, and is doing the podcast equivalent of looking at their watch.” Whereas someone like Joe Rogan—really, he’s so immersed—he’s so into talking to all these weird people that he has on his podcast that the guy would be doing it even if he had no audience, and he was doing it when he had no audience, when he was on uStream with just him and live streaming late at night on one random website. So it’s no coincidence he’s the top podcaster. So when you’re marketing, you want to lean into your specific knowledge and into yourself. If you enjoy talking, then try podcasting. Maybe you enjoy talking in a more conversational tone, in which case you try a live network, like a Twitter Spaces. Maybe you enjoy writing. If you like long form writing, Substack. If you like short form writing, X. If you like really long form writing, then maybe a bunch of blog posts that turn into a book. If you enjoy making videos, then maybe you use one of the latest AI models and you make some video and you overlay onto it. But you have to do what is very natural to you. And part of the trick is picking a business where the thing that is natural to you lines up nicely or picking a role within that business or picking a co-founder in that business. It is a fit problem. It is a matching problem. And the good news is in the modern world, there are unlimited opportunities. There are unlimited people, there are unlimited venues, there are unlimited forms of media. There’s just an unlimited set of things to choose from. So how are you going to find the thing that you’re really good at? You’re going to try everything and you’re going to try everything because you’re going to do, you’re going to be in the arena, you’re going to be trying to tackle and solve problems. So the first time you do it, you might do a whole bunch of things you don’t enjoy doing, and you may not do them well, but eventually you’ll hone down on the thing that you really like to do and then you hopefully find that fit.