Media voice vs. media company

Just about everyone is in the media now. If you've published something online, you know what it is to create and spread ideas.

But that doesn't mean you have to become a media company.

Companies seek to maximize. Maximize attention and clicks and profit. Maximize impact and return on investment.

The New York Times is a media company. They make media, sure, but mostly, they're in the business of making a profit. As a result, most of the media they make isn't made because it's important, or because it personally matters to them. No, media companies make media because making media makes money.

Amateur media tends to be a lot more personal, unpredictable and interesting.

The irony, of course, is that in a billion-channel universe, those three things make it far more likely that you will earn attention, connection and trust, which of course makes it more likely you'll earn a living.