Are you wasting effort on the wrong things?

Are you building a rocket ship or cultivating a conversation? What if your perfect launch meant nothing beyond day one?

Questioning the Launch Obsession & The Mirage of Initial Thrust

We’ve all been told that hard work is the key: pour in the hours, sweat, and tears, and you’ll create something valuable. We are digging holes and filling them back in expending energy on projects, launches, or metrics that don’t matter to anyone but ourselves.

We're stuck chasing outdated models of success, fixated on the fleeting moment of a "launch" or superficial metrics that offer comforting lies. We pour energy into reaching strangers while overlooking the very people who are ready to champion our ideas.

We treat project kick-offs like rocket launches expecting every subsequent moment to coast on that initial thrust. Most of us fixate on creating a launch spectacle, believing that once we hit “go,” everything else will follow the same trajectory. But unless you build momentum into the system itself, it’s all downhill after the countdown.

This mindset stems from a promise long sold by industries, from book publishing to fashion, that star-making machinery will vault our ideas to strangers. Yet today, that machinery is broken, pushing us into cycles of hustle and scarcity that often end in burnout and disappointment.

The harsh truth is that value doesn’t come from your struggle; it comes from what others actually want. Misjudge that, and you’re just shouting into the void.

Trapped by False Proxies

This misplaced focus drains our resources and leads to exhaustion and disappointment. We measure likes instead of impact, chase rankings instead of resonance, and exert tremendous effort that, like digging holes only to fill them in, creates no lasting value.

We ignore the potential of those who already believe in us, seduced by the false promise of mass market machinery that barely works anymore. By focusing on scarce resources and short-term gains, we miss the true generative power of abundance and community.

Imagine spending months, maybe years, perfecting a project, only to find it flops because you didn’t understand your audience’s needs. Or worse, you chase fleeting proxies like social media likes or bestseller lists, thinking they’ll make you relevant, only to burn out when they don’t.

The book industry is a perfect example: authors hustle for scarce shelf space or a spot on a manipulated chart, ignoring the people who already care about their work. It’s not just books, fashion, tech, even personal brands fall into this trap.

Listening to uninformed advice or chasing outdated strategies makes it worse, like navigating a desert with a broken compass. You’re left exhausted, with nothing to show for it.

• False proxies trap us in illusions. We obsess over Instagram likes, bestseller rankings, and early reviewer blurbs, metrics that are vivid and tempting but ultimately unhelpful.
  
• Uninformed advice derails decisions. Listening to anyone other than those fully informed and believable is worse than flying blind.
  
• Disconnected leadership foments disengagement. When leaders can’t see through the eyes of their team, they miss the very insights that could spark real change.
  
• Effort doesn’t guarantee value. No amount of sweat equates to impact, value emerges only when others demand what you produce.
  

Principles of Continuous Connection

It isn't about a single, perfect lift-off. It's a continuous process of nurturing connections, creating the conditions for ideas to spread organically, and focusing on where real value is created, not through our effort alone, but through the genuine need and demand of others.

The point isn't getting the word out, but getting the conversation started. Stop chasing the wrong metrics and started focusing on the people who already believe in you. Instead of begging strangers for attention, you could build a community of true fans who amplify your work.

Instead of asking just anyone for advice, you could seek out those who’ve walked the path and know the terrain. The game changes when you prioritise demand over effort and connection over hustle.

Imagining an Alternative Playbook

Imagine instead

• Celebrating your true fans first, giving them something special to champion because a thousand committed supporters carry more weight than ten thousand indifferent strangers.
  
• Building conversation scaffolding: hosting meet-ups not to hawk your product, but to spark ongoing dialogue around the ideas it contains.
  
• Discarding vanity metrics and focusing on interactions that signal genuine commitment, not fleeting attention.
  
• Treating launches as catalysts for conversations: producing not just a product, but a living, breathing community of practice.
  
• Embracing abundance: with infinite digital “shelf space,” there’s no need for forced scarcity. Share freely, weave networks of shared interest, and watch ideas multiply through gratitude and collaboration.
  

From Spectacle to System

The path forward lies in embracing this alternative. It means celebrating and enabling our true fans first, recognising that the most valuable output isn't just the initial creation, but the ongoing dialogue it sparks.

It requires ignoring the noise of false proxies and instead listening deeply to those responsible and informed, seeing the world through their eyes to understand their needs. Seek guidance from those who are informed and believable, as Ray Dalio advises.

By normalising our ideas through abundant conversation and creating structures for people to connect and talk, we build a culture where ideas don't just exist; they spread, evolve, and create lasting impact because we've empowered others to step up and participate.

If you want to move from one-hit wonders to lasting change, shift your focus from spectacle to system. Ask questions only of those whose track records speak for themselves, see your work through the eyes of your audience, and measure success by the real value you deliver: what others will actually use and crave.

Align your work with what your audience values whether it’s a book, a product, or an idea. Start by identifying your true fans, like the 1,000 loyal readers who sparked a movement for a new strategy book by showing up first.

Create scaffolding for your ideas to spread, not through flashy launches but through real conversations, like readers gathering globally to discuss their strategies, not just a book.

Finally, embrace abundance over scarcity. Share your ideas generously, knowing that value grows when it’s shared, not hoarded.

Launches are just the beginning; the true journey starts when the countdown ends. Value emerges not just from our work, but from the demand and connection it inspires. By focusing on what matters to your audience and building a culture of connection, you’ll create something that lasts far beyond the launch. Stop digging empty holes. Start building bridges to the people who care.

The Essential Concepts

The Illusion of Launch Obsession: We often mistakenly believe that a single, spectacular "launch" or initial burst of effort is enough to guarantee long-term success, neglecting the ongoing need to build momentum and engage an audience.

Effort Doesn't Guarantee Value: Hard work and effort alone do not create value. Value emerges only when others genuinely want and demand what you produce.

False Proxies are Detrimental: Focusing on superficial metrics like likes, shares, or rankings ("false proxies") is misleading and drains resources without creating lasting impact or resonance.

The Decline of Mass Market Machinery: The traditional "star-making machinery" of industries like publishing and fashion is less effective today, making the reliance on reaching strangers through spectacle an outdated and often disappointing strategy.

Prioritise True Fans and Community: Sustainable momentum is built by focusing on and nurturing connections with true fans and those who already believe in your work, as their commitment and amplification are more valuable than fleeting attention from the masses.

Build Conversation Scaffolding: Shift from focusing on getting the word out to sparking and facilitating ongoing conversations around your ideas or products. Create structures for community and dialogue.

Embrace Abundance Over Scarcity: In the digital age, with infinite "shelf space," sharing ideas generously and creating networks of shared interest is more effective than striving for forced scarcity or limited access. Value grows when it's shared.

Seek Informed Advice: When seeking guidance, prioritize listening to those who are truly informed, believable, and have relevant experience, rather than anyone offering an opinion.

See Through the Audience's Eyes: Understand the needs and desires of your audience and align your work with what they actually value and crave.

Shift from Spectacle to System: Move beyond focusing on one-time launches and instead build systems and cultures of continuous connection, conversation, and iteration that empower others and create lasting impact.

Value Emerges from Demand and Connection: The true journey and creation of value begin after the initial launch, driven by the ongoing demand and connection inspired by the work.

I am a Knowledge Worker...

What does it mean for me?

This post challenges the corporate tendency to overemphasize single "launch" events or grand project kick-offs, revealing the illusion of launch obsession.

In your career, simply pouring in effort doesn't guarantee value; effort doesn't guarantee value unless your work genuinely meets an organizational need or solves a problem for others.

Relying on false proxies like internal "likes" on a company intranet or project visibility metrics can be detrimental if they don't reflect actual impact.

The piece advocates for prioritising true fans and community within your organization – identifying key stakeholders and colleagues who genuinely champion your ideas and projects.

It urges you to shift from spectacle to system, fostering continuous connection and conversation around your initiatives, ensuring that value emerges from genuine demand and connection, not just initial thrust.

How do I action this?

• Identify Your "True Fans" and Key Internal Allies: For your current major project or initiative, list 3-5 colleagues or stakeholders who genuinely support your work and whose success is aligned with yours. Actively nurture these relationships by seeking their input early and often, making them champions and building a community around your ideas.
  
• Transform "Launch" into "Conversation Catalyst": For your next project "launch" or significant internal presentation, shift focus from a one-time reveal to sparking ongoing dialogue. Instead of just presenting findings, prepare 2-3 open-ended questions designed to facilitate discussion and gather feedback, building conversation scaffolding around your work.
  
• Audit Project Metrics for "False Proxies": Review the metrics you use to gauge project success or personal contribution. Identify any false proxies (e.g., hours spent, number of emails sent, presentation views) that don't directly correlate with actual impact or demand from others. Replace them with metrics reflecting tangible value delivered (e.g., problem solved, process improved, stakeholder adoption).
  
• Seek "Informed Advice" for Career Decisions: Before making a significant career move or adopting a new professional strategy, identify 2-3 individuals in your field or organisation who have a proven track record of relevant success and demonstrated expertise. Actively seek informed advice from them, prioritising their insights over general opinions from less experienced colleagues.
  

I am a Freelancer, Solopreneur, Entrepreneur, Independent Worker...

What does it mean for me?

This post is a critical warning for independents against the illusion of launch obsession, where you might pour all your energy into a single product launch or website debut, expecting it to guarantee long-term success.

It emphasizes that effort doesn't guarantee value; your hard work only creates value when clients genuinely want and demand what you offer. Focusing on false proxies like social media likes or follower counts, rather than true client engagement or revenue, is detrimental.

The decline of mass market machinery means relying solely on broad, impersonal marketing is outdated.

Instead, sustainable momentum comes from prioritising true fans and community, fostering genuine connections with those who believe in your work.

You need to shift from spectacle to system, building ongoing conversation scaffolding around your offerings and embracing abundance over scarcity in sharing your expertise, understanding that value emerges from demand and connection.

How do I action this?

• Identify and Nurture Your "True Fans" (0-100 Clients): For your next client or product, identify your earliest, most enthusiastic clients or audience members. Prioritise them by offering exclusive content, early access, or personalized support. Actively seek their feedback and amplify their successes, recognising that nurturing these true fans is more valuable than chasing thousands of strangers.
  
• Design "Conversation Scaffolding" into Your Offerings: For a new product, service, or piece of content, build in deliberate opportunities for ongoing conversation. This could be a dedicated online community, regular Q&A sessions, or prompts for discussion within your content. Shift from "getting the word out" to sparking ongoing dialogue and creating a community.
  
• Re-align Business Metrics with "Demand and Connection": Review your key business performance indicators. Eliminate false proxies (e.g., website bounce rate, post impressions) and replace them with metrics that directly reflect value emerging from demand and connection (e.g., repeat client rate, referral leads, engaged community members, client testimonials focusing on impact).
  
• Embrace "Abundance" in Content and Networking: Instead of hoarding your best insights, identify one area where you can embrace abundance over scarcity by generously sharing your expertise (e.g., a mini-course, a detailed guide, a free workshop). Focus on building goodwill and networks of shared interest, understanding that value grows through sharing.