Most people (and the people you choose)

Most people want you to make something cheap, write something short, share something funny, and fit in.

But the people you serve… they might want something else.

The few people you need to thrive in your work might want you to write something they’ll remember for a long time, or to take them on a journey that’s thrilling and challenging and unique.

Or perhaps these are the people that want to buy something that costs a lot but is worth more than it costs.

It’s okay to say, “it’s not for you,” to most people.

In fact, that’s the only way to do work that matters.