This piece he has written is smart and made me think, which I believe above all is what any great piece of content should do.
In Tom’s words…
So are you building something of value by creating an audience? Or are you
A lot of people that I work with seem to have the following model in mind in building the online component of their business.
Steps for a product-focused business:
Offer a service or create a product
Find people to sell it to
Make a lot of money
Quit selling “offline” or quit their day job
It sounds good (in theory). The problem is that this is like pushing a huge rock uphill. Trying to force a product on a market that hasn’t asked for it can be a long, long process.
There’s another model that a lot of companies are using very successfully, but you just might not know it. It’s called building an “audience-based” business (I give credit to Danny Iny for that phrase, but it may have started elsewhere).