Stop extracting value and start creating it

There are two kinds of people in this world: those who wish to serve and those who wish to be served. 

In the 15 years I spent touring the world as a professional musician, I noticed a pattern.  

Musicians seem to be obsessed with getting and not enough with giving. 

But it is the giving that actually changes the world. 

Too many creative people are focused on value extraction, not value creation.

They want the payout without the process, the applause without the art.

But the truth is, the "look at me" mentality is a trap.

If you want to build something that lasts, you have to move beyond yourself.

You have to stop asking what you can get and start asking what you can give.

Because the future belongs to the builders, not the takers.

The trap of the extraction mindset 

Value extraction isn't a music industry problem.

It’s a people problem.

In every corner of the market, you’ll find those whose chief aim is to take. 

They make music just to chase a royalty check.

They build apps solely for the monthly recurring revenue.

They want the title of "CEO" without the responsibility of leadership.

This is an extraction mindset.

It is rooted in a desire for external validation and immediate gratification.

But businesses built on extraction are fragile.

They rely on a fixed pie and focus on grabbing the biggest slice possible.

When you focus on what you can take, instead of what you can give, you become a commodity.

And commodities are easily replaced.

True entrepreneurship requires a perspective shift.

You have to move from "me" to "them."

The most successful creators, artists, and entrepreneurs aren't just looking for a payday, they are looking for a problem to solve.

They understand that the only way to earn attention is to provide something worth paying attention to.

Something that improves the lives of others instead of just their own. 

Build a bigger pie through service

The best firms, products, and experiences are built by value creators.

These are the individuals who understand that baking a bigger, better pie is how everyone gets a piece.

This is the essence of effective marketing and brand building.

Because value creation is about transformation.

It’s about taking a person from Point A to Point B.

When you focus on service, your work becomes essential.

It stops being noise and, instead, becomes signal.

I experienced this firsthand when transitioning from the stage to the office.

See, in music, it’s easy to get caught up in the "look at me" crowd, and sometimes that’s even rewarded. 

But in business, no one cares about what you can do—they only care about what you can do for them.

Once you embrace this, the world opens up.

You stop competing and start contributing.

You realize that your skills—whether in coding, writing, or composing—are just tools.

And the real work is in the impact those tools—those gifts—have on others.

That is how you build a sustainable creative business.

The future belongs to the creators

The future has always been written by the value creators.

And just like a remora fish, value extractors have always swam in their wake.

They thrive on the leftovers of those who actually do the work.

But extractors don't change the world.

They don't build legacies.

And they certainly don't create things that outlive themselves.

Creating value is the only way the world gets ahead.

It’s the only way we end up with a future worth fighting for.

Whether you are developing a new piece of software or releasing a new record, the goal is the same.

You must aim to leave the world better than you found it.

This requires a mindset shift toward long-term thinking.

It means choosing trust over a quick buck.

It means prioritizing the user experience over the profit margin.

If your goal is to be a value creator, remember, you are playing a different game than everyone else.

You are playing the long game.

And in the long game, the person who provides the most value wins.

So, why not start now?

Take stock of your talents, focus on service, and build something that truly matters.