Two things you shouldn’t get backwards.

If you spend more time creating the marketing for your message instead of the meaning of your message, you are headed into dangerous waters.

And it’s surprisingly easy to get there.

There are so many ways to market your dream right now. So many ways to share it online and influence people and make something that is viral but not really vital.

So we spin and we spin and we spin, putting our best energy into creating big platforms for our message. And building big crowds for our message. And uniting teams to spread our message. Often, while ignoring the meaning of the message.

If you worry about the marketing first, you’ll quickly attract a lot of people who eventually find out your message is empty and leave. If you focus on the meaning first, your support might grow slower, but the people who come won’t leave because they’ll realize you’ve got something deeper than hype.