If you want to build a business doing what you love, at some point, your work has to work for you.
When we start out, it’s pure hustle, but eventually, we need our results to compound.
Once this happens, we can create leverage.
But what exactly is leverage, and how can we apply it to building an artist- and creator-driven business.
Well, there are two primary points of leverage we can pursue, but first, let’s start with a definition.
What is leverage?
Put simply, leverage is a force-multiplier for your effort, your output, and, ultimately, for your judgement.
A great example of leverage you’re probably familiar with is the discovery algorithm on platforms like Instagram or Spotify.
When you “trigger the algorithm”, you’re basically just accessing a point of leverage that allows you to throw your art, your music, or your message further than you might have otherwise been able to take it on your own.
Leverage is what allows us to punch above our weight with the same amount of energy.
If you imagine a simple lever like a seesaw, you can lift a tremendous amount of weight, depending on where you place the fulcrum.
Much in the same way, we can place the fulcrum for our efforts in a place that helps us magnify our efforts 10x or 100x or even 1,000x when done correctly.
Content leverage
One of the most straightforward ways to create leverage for yourself in the digital age is to create a ton of content online.
Pick a platform and just post.
Not only will your content naturally improve over time as you learn the ins and outs of what it takes to make engaging content, but you will slowly build a body of work that stores the way you think in a discoverable format.
Yes, hitting the algorithm helps, but creating a body of work that serves as an ever-strengthening point of leverage is better.
Hitting the algorithm is like nailing a half-court shot.
Consistently creating content is like having a 90% free throw percentage.
And free throws win games way more often than half-court shots.
Financial leverage
Everyone knows having a bit more money in the bank can open doors.
It’s no different when it comes to spreading your message and building your business.
Look, the reality is that most of us don’t have the time to spend all day on social media, myself included.
But where we can’t spend our time, we can spend our money.
This is where ads come in.
Nothing is better than earning trust and attention through organic content.
When people organically opt-in with their attention, the bond of trust is just so much stronger, but that doesn’t mean trust can’t be built with ads too.
The real power of ads, though, doesn’t lie so much in the targeting as it does in the retargeting.
Retargeting your existing audience with an offer is how you go from hobbyist to entrepreneur in one move.
And this is what we’re after.
Putting it all together
If you want to build a business doing what you love, you will need to find a point of leverage to grow, earn, and scale.
The best place to start is by creating content around your interests in public.
Talk about what you enjoy and pay attention to how people respond.
The more feedback you get, the more effectively you can adjust course to give them what they want.
And once you’re creating something people want, you can apply additional leverage in the form of ads to monetize your work and earn your freedom.
And from there, it’s all a matter of mindset.
If you want to build a business doing what you love, at some point, your work has to work for you.
When we start out, it’s pure hustle, but eventually, we need our results to compound.
Once this happens, we can create leverage.
But what exactly is leverage, and how can we apply it to building an artist- and creator-driven business.
Well, there are two primary points of leverage we can pursue, but first, let’s start with a definition.
What is leverage?
Put simply, leverage is a force-multiplier for your effort, your output, and, ultimately, for your judgement.
A great example of leverage you’re probably familiar with is the discovery algorithm on platforms like Instagram or Spotify.
When you “trigger the algorithm”, you’re basically just accessing a point of leverage that allows you to throw your art, your music, or your message further than you might have otherwise been able to take it on your own.
Leverage is what allows us to punch above our weight with the same amount of energy.
If you imagine a simple lever like a seesaw, you can lift a tremendous amount of weight, depending on where you place the fulcrum.
Much in the same way, we can place the fulcrum for our efforts in a place that helps us magnify our efforts 10x or 100x or even 1,000x when done correctly.
Content leverage
One of the most straightforward ways to create leverage for yourself in the digital age is to create a ton of content online.
Pick a platform and just post.
Not only will your content naturally improve over time as you learn the ins and outs of what it takes to make engaging content, but you will slowly build a body of work that stores the way you think in a discoverable format.
Yes, hitting the algorithm helps, but creating a body of work that serves as an ever-strengthening point of leverage is better.
Hitting the algorithm is like nailing a half-court shot.
Consistently creating content is like having a 90% free throw percentage.
And free throws win games way more often than half-court shots.
Financial leverage
Everyone knows having a bit more money in the bank can open doors.
It’s no different when it comes to spreading your message and building your business.
Look, the reality is that most of us don’t have the time to spend all day on social media, myself included.
But where we can’t spend our time, we can spend our money.
This is where ads come in.
Nothing is better than earning trust and attention through organic content.
When people organically opt-in with their attention, the bond of trust is just so much stronger, but that doesn’t mean trust can’t be built with ads too.
The real power of ads, though, doesn’t lie so much in the targeting as it does in the retargeting.
Retargeting your existing audience with an offer is how you go from hobbyist to entrepreneur in one move.
And this is what we’re after.
Putting it all together
If you want to build a business doing what you love, you will need to find a point of leverage to grow, earn, and scale.
The best place to start is by creating content around your interests in public.
Talk about what you enjoy and pay attention to how people respond.
The more feedback you get, the more effectively you can adjust course to give them what they want.
And once you’re creating something people want, you can apply additional leverage in the form of ads to monetize your work and earn your freedom.
And from there, it’s all a matter of mindset.
If you want to build a business doing what you love, at some point, your work has to work for you.
When we start out, it’s pure hustle, but eventually, we need our results to compound.
Once this happens, we can create leverage.
But what exactly is leverage, and how can we apply it to building an artist- and creator-driven business.
Well, there are two primary points of leverage we can pursue, but first, let’s start with a definition.
What is leverage?
Put simply, leverage is a force-multiplier for your effort, your output, and, ultimately, for your judgement.
A great example of leverage you’re probably familiar with is the discovery algorithm on platforms like Instagram or Spotify.
When you “trigger the algorithm”, you’re basically just accessing a point of leverage that allows you to throw your art, your music, or your message further than you might have otherwise been able to take it on your own.
Leverage is what allows us to punch above our weight with the same amount of energy.
If you imagine a simple lever like a seesaw, you can lift a tremendous amount of weight, depending on where you place the fulcrum.
Much in the same way, we can place the fulcrum for our efforts in a place that helps us magnify our efforts 10x or 100x or even 1,000x when done correctly.
Content leverage
One of the most straightforward ways to create leverage for yourself in the digital age is to create a ton of content online.
Pick a platform and just post.
Not only will your content naturally improve over time as you learn the ins and outs of what it takes to make engaging content, but you will slowly build a body of work that stores the way you think in a discoverable format.
Yes, hitting the algorithm helps, but creating a body of work that serves as an ever-strengthening point of leverage is better.
Hitting the algorithm is like nailing a half-court shot.
Consistently creating content is like having a 90% free throw percentage.
And free throws win games way more often than half-court shots.
Financial leverage
Everyone knows having a bit more money in the bank can open doors.
It’s no different when it comes to spreading your message and building your business.
Look, the reality is that most of us don’t have the time to spend all day on social media, myself included.
But where we can’t spend our time, we can spend our money.
This is where ads come in.
Nothing is better than earning trust and attention through organic content.
When people organically opt-in with their attention, the bond of trust is just so much stronger, but that doesn’t mean trust can’t be built with ads too.
The real power of ads, though, doesn’t lie so much in the targeting as it does in the retargeting.
Retargeting your existing audience with an offer is how you go from hobbyist to entrepreneur in one move.
And this is what we’re after.
Putting it all together
If you want to build a business doing what you love, you will need to find a point of leverage to grow, earn, and scale.
The best place to start is by creating content around your interests in public.
Talk about what you enjoy and pay attention to how people respond.
The more feedback you get, the more effectively you can adjust course to give them what they want.
And once you’re creating something people want, you can apply additional leverage in the form of ads to monetize your work and earn your freedom.
And from there, it’s all a matter of mindset.
How I Can Help
Learn for Free: Explore previous issues of The One Thing to learn at your own pace and upgrade your marketing, branding, and creative knowledge for free.
Book a Consultation: Schedule a one-on-one call to improve your marketing, branding, and creativity across paid advertising, social media, and more.
Automate Your Marketing: Hire our team to manage your marketing, branding, and advertising across platforms so you can focus on what matters most.
How I Can Help
Learn for Free: Explore previous issues of The One Thing to learn at your own pace and upgrade your marketing, branding, and creative knowledge for free.
Book a Consultation: Schedule a one-on-one call to improve your marketing, branding, and creativity across paid advertising, social media, and more.
Automate Your Marketing: Hire our team to manage your marketing, branding, and advertising across platforms so you can focus on what matters most.
How I Can Help
Learn for Free: Explore previous issues of The One Thing to learn at your own pace and upgrade your marketing, branding, and creative knowledge for free.
Book a Consultation: Schedule a one-on-one call to improve your marketing, branding, and creativity across paid advertising, social media, and more.
Automate Your Marketing: Hire our team to manage your marketing, branding, and advertising across platforms so you can focus on what matters most.