If you wait for someone to find your YouTube channel to offer you a TV show, for Oprah’s producers to find your book or for an investor to write you a check —you’ll be waiting forever.

Enter the myth of being discovered, which believes:

Creating work is enough to get noticed.
Creating work is enough to get discovered.
Creating work is enough to be seen and heard.

And while creating is no doubt powerful, it’s only half the process —and you’ll be missing out on the rest.

Why?

Because these days, with the democratization of nearly everything:

Anyone can record an album in their basement.
Anyone can launch a brand or service in 24 hours.
Anyone can record a podcast and post it on iTunes.

Which means you’re now competing with millions of people who have the same access —and have to work twice as hard to stand out.

So, what’s a better way?

Be as obsessed about sales, marketing and promoting your work —as you are in creating it.

And the fact of the matter is, if you really care about what you’re doing —you want to see it in more hands:

You want more people using it.
You want more people sharing it.
You want more people impacted.

For example:

  • If you’re a writer, obsess over your craft and learn how to market your book.
  • If you’re an entrepreneur, make a killer product —but learn how to get in front of users.
  • If you’re a coach or consultant, harness your skills —but fall in love with enrolling clients.

The reality is:

Avoiding marketing is hiding.
Avoiding marketing is escaping.
Avoiding marketing is playing small.
Avoiding marketing is reducing impact.
Avoiding marketing is minimizing purpose.

Because if you believe in what you’re doing and others are impacted by your work, brand, product —you’ll get over yourself and put it into the market.

Every single day I hear a variation of:

“Tommy, but…I want to live on purpose.”

(This is why your local church, non-profit and university are constantly asking for donations.)

And I always say:

Living on purpose costs money.
Living on purpose costs capital.
Living on purpose costs resources.

And being a starving artist, a cynical entrepreneur, a broke creator does no one any good.

Obsess over your craft and become so damn good they can’t ignore you.

And then stop avoiding marketing —and learn how to sell and influence.

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