Touting the Process

…is in most cases a lot easier than touting the result. It’s what musicians use social networks for these days, but I can’t make sense of it. Who is it about? Whenever a musician posts or tweets they’re going to the studio, it’s just another version of “Hey, I’m feeling great today.” Good for them. Not good enough for me, because there’s no value for me as a fan and potential buyer. Their well-being doesn’t lead to any interaction. And when the attention span is exactly as long as the time it takes to read a post or tweet, the question that need to be asked is: Is it worth your fan’s time? Not the time it takes to read your news, but the time it takes to start a conversation about it. Related questions are: How can I facilitate engagement? How do I connect? How can I make it sneezable? It’s easier than you think. (Exceptions apply.)

And the issue has yet another dimension to it. A process is hardly measurable (but that’s our fault, because it’s easier for us to measure outcomes), making it a good means to hide behind. No one’s gonna judge you for this, everyone is waiting for the result. And now, as always, it comes down to whether you’ve raised the bar too high for yourself to exceed expectations. And sometimes, the creators feel that they’ve bitten off more than they could chew, which makes going out there and touting the result a little harder. That’s why musicians are still sending review copies of their records to music magazines. Of course, these mags also serve a top-down connecting function within the tribe, but the top-down evaluation component is a lot more important, because a good review is yet another shield to hide behind: “It’s good because some authority said it’s good.” The problem with this thinking is the authority’s voice today is just one in a million, and it’s heard less every day.


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