What does it really cost?

The digital revolution gave all of us a voice. It lowered the cost of making things so much that suddenly everyone wanted to be heard. People decided to jump in and try their luck in a world being flooded with noise, but found out that the race to zero had raised the price of attention sky high.

Most people quit. They couldn’t cope with the rigors of building an audience and living in a glass house where everyone knew all the metrics. The struggle is always hard but the internet has made it into a spectacle where only the thick skinned survive. They are not the ones with the deepest pockets anymore but those serving a purpose for their tribe with maniacal focus. This passion can undercut any discount and command attention like nothing else. This is why as others grow weary they thrive.