Sometimes even an email from a stranger can be a lifeline. 

At the start of the year, as I was struggling to find the balance between my dual role as an artist and a marketer, I happened to read about “the hidden costs of growth hacks” in one of the newsletters that I subscribe to. And it was exactly what I needed. 

As a marketer, I’ve done things for the quick win. I’ve made content that didn’t resonate with even myself. I’ve written in voices that were not my own. 

And while there’s nothing wrong with that per se, do it too much, too often and something inside you slowly wastes away. We start to see our audience in terms of cost and revenue, and less in the context of community and relationships. 

In the book Start with Why, Simon Sinek writes about how the world’s biggest movements and companies gained traction because at the core of everything they pursued, there was one big WHY. 

It can be tough to focus on that WHY. There’s always the temptation to jump onto everything that’s trending without stopping to think if that’s what our ideal audience actually wants. We think about growth hacks instead of aiming for long-term growth. 

It’s hard to walk the line. But I’m learning. 

PS. Creative Caffeine is one of my must-read newsletters, especially on days when I feel uninspired, alone or just generally listless. 

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