It’s not about audiences, it’s about problems.

I’m a bit confused about who I’m writing for or what I’m writing about.

Part of the problem is that I’ve belonged to lots of different groups over the years. First I was a physical therapist, then I became a software engineer, then I got into consulting, now I’m running a software company.

How do you reconcile being part of one group while building an audience and creating content for another?

I’m thinking about this the wrong way.

Rather than thinking about things in terms of audiences, it might make more sense to think about them in terms of problems.

I used to have some serious warts on my feet. It’s something that plagued me for years. I must have tried every remedy imaginable, from folklore stuff to proper surgical. And this went on and on for more than a decade. It got so bad it began to affect my ability to walk. Now I don’t have warts. I dealt with the problem. If you have warts, I can probably help you get rid of them. I can explain what worked, what didn’t, where I got stuck, and how I dealt with it.

There are problems I’ve dealt with and problems I’m dealing with.

The stuff I’m dealing with now is about figuring out how to write and produce content to grow a business. I don’t understand how all the pieces fit together, I’m struggling to find my voice and I don’t have a clear sense of direction.

At some point in the future, I’ll probably have a great mental model for all of this. Hopefully, it’ll be something I can help people with. But not today. The most I can offer today is raw confusion. Maybe this confusion will help other people will similar questions feel less isolated.

The handful of problems I’ve dealt with over the years are things I can write about. On the other hand, the problems I’m learning to deal with at the moment and how I’m dealing with them are also things I can write about.

From this perspective, who I’m writing for and what I’m writing about become moot questions. If you struggle with any of the problems I’ve dealt with (or if you dealing with the same issues I’m dealing with now) then you are my audience, and you might find what I have to say interesting.


Now read this

The Messy Process Of Building Things People Want

When deciding what to make, most people overemphasize delivery and underemphasize discovery. The goals of delivery is to get things out the door as fast as possible. What is the goal of discovery? The goal of discovery is to avoid... Continue →