If we expect our devoted fans, clients and customers to respond with likes, hearts and happy faces, then we should continue to give them whatever we think will achieve that goal. However, if we expect them to respond with greenbacks and credit cards, or if we want them to share our videos, stream our music, read our stories, hire us, or purchase our hard work, then we need to give them what THEY want, give them what THEY need, give them something that’s missing in THEIR lives, give them something to help them through this pandemic predicament, give them something that doesn’t sound or look like everyone else, or feel like all the others. Give them something they need but don’t know it yet.

Important because we often get trapped in thinking that WE know what’s best for our cohorts—which is usually the same o’l cookie-cutter version of what we’ve been offering infinitum. The way out of the trap is to take a deep, honest, humble, selfless look at what is truly wanted and needed, then simply provide it. For your clients, customers, agents, managers, fans, followers, friends, family, and anyone else in your circle of influence. Not like a blind gesture, more like an insightful one.

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