You’ve seen it firsthand. For today’s creators, it has become alarmingly easy to fall into the trap of treating people as their walking wallets. We’ve grown accustomed to measuring them in terms of likes, followers, and engagement metrics, forgetting that real, breathing individuals exist behind these cold numbers. This reductionist mindset permeates various aspects of our lives, affecting everything from personal relationships to interactions with celebrities and influencers.
We’re quickly realizing the traditional creator playbook has become increasingly obsolete. The ever-present marketing funnel, which once served as the backbone of many online strategies, has started to lose effectiveness as people have grown keenly aware of the manipulative tactics often accompanying these approaches. It’s not just me that’s saying this. Marketers all across the globe are noticing a shift for a more transparency-centered ethos based on the “1000 true fans” concept, encouraging creators to focus on nurturing a smaller, more engaged audience rather than chasing mass appeal or algorithm-driven success. We spoke briefly about this topic at the start of this book, but we should go more in-depth.
In his influential essay, Kevin Kelly posits that a creator doesn’t need millions of fans, dollars, or customers to achieve success. Instead, they need a small, dedicated base of “true fans.” A true fan will buy anything the creator produces and actively supports their work. A creator can make a living with just a thousand true fans, assuming they can make an average profit of $100 per fan yearly and maintain a direct relationship with them.
Kelly emphasizes that the key lies in creators having a direct relationship with their fans, minimizing agency or label cuts as much as possible to make this approach sustainable long-term. By focusing on this relatively small and dedicated group of faithful fans, creators can aim for a more achievable level of success rather than striving for unreachable stardom. Thanks to our new wave of platforms, like the ones Web3 offers, it has become easier for creators to connect with these fans through various online media, including crowdfunding websites like Kickstarter, Mirror, and Patreon, which offer new avenues for creators to finance their projects and maintain their fanbase.
How powerful can genuine connection and engagement be in the Internet age when obscure niches and interests can find support and appreciation? What if, as a creator, you could build a more stable and fulfilling career by cultivating relationships with your supporters instead of relying solely on mass appeal or chasing unrealistic goals of fame and fortune? Wouldn’t this alternative path to success, with the backing of your “1000 true fans,” lead to a more satisfying and rewarding journey, as you are surrounded by genuine appreciation and support from your most devoted followers?
The potential of genuine engagement and its transformative power over online interactions cannot be understated. We can create an online environment that values human experiences and celebrates individuality by fostering meaningful connections. But to get there, we must first recognize what we’ve become when devaluing the people we meet online and the risks that come with this mindset. Reducing people to mere numbers on a screen leads to a plain and shallow digital experience.
It is crucial to examine the pitfalls of an attention-driven economy and shed light on the consequences of this reductionist approach. Creators should focus on establishing genuine relationships with their audience, taking the time to understand their needs, values, and desires rather than treating them as their piggy bank. In leaving behind the traditional creator playbook and its manipulative tactics, we can cultivate a new era of digital interactions characterized by empathy, understanding, and connection with the people who believe in us.
There’s another way. Imagine a world where we actively seek meaningful conversations with those around us, prioritizing the quality of our interactions over quantity. A world where we pause before mindlessly scrolling through social media and instead take the time to engage with the thoughts and feelings of others.
As we embrace this more compassionate and connected approach, we can shift our collective mindset away from the superficial pursuit of validation through digital metrics. We can cultivate an online environment where empathy, understanding, and genuine human connection are the driving forces, ultimately paving the way for a more fulfilling and meaningful online and offline existence.
Let’s take it a step further now.
Coined by Li Jin, the “Passion Economy” refers to an era where creators can monetize their unique passions, skills, and interests through digital platforms, bypassing traditional gatekeepers and connecting directly with their audience. The power of genuine connection and engagement in the Internet age is immense. Creators who prioritize authentic relationships with their supporters can find stability and fulfillment in their careers, no longer reliant on mass appeal or unrealistic goals of fame and fortune.
Expanding upon the concept of 1000 True Fans, Li Jin’s essay “100 true fans” offers valuable insights into the evolving landscape of the Passion Economy. The Passion Economy, a term coined by Li Jin, refers to a new era of work where people can monetize their passions, skills, and interests through digital platforms. By connecting directly with their audience, creators can cultivate a sustainable income and bypass traditional gatekeepers.
Li Jin’s essay builds upon Kevin Kelly’s original idea, suggesting that creators can now thrive with just 100 True Fans, each paying them $1,000 yearly. The rise of social media platforms, influencer culture, and advanced creator tools have lowered the threshold for success, allowing creators to form tighter-knit connections with the people that support them.
In the context of the Passion Economy, the 100 True Fans concept represents a shift in mindset. Instead of relying solely on mass appeal, creators can now focus on providing tailored, high-value products and services to a smaller, more dedicated audience. By segmenting their audience and offering varying levels of value at different price points, creators can cater to their fans’ diverse needs and interests.
This shift aligns well with the Passion Economy’s core principles, emphasizing the importance of niche markets, personalization, and direct creator-to-user relationships. As creators become increasingly specialized in their fields, their offerings can address high-priority problems for their patrons, resulting in a more satisfying and impactful experience.
This sounds exciting, but how can you find and nurture those 100 fans in your career? These frameworks sound fantastic in theory, but where’s the playbook to help you drive them into action and a way to live off of what you love doing?
In Ari Herstand’s Pyramid of Investment, fans are segmented based on their level of investment in an artist’s success. The bottom tier represents the most significant number of fans who stream music or follow the artist on social media without making direct monetary contributions. As you move up the pyramid, the number of fans decreases, but their investment and commitment to the artist increase. The top tier is reserved for VIPs deeply invested in your success.
The 100 True Fans concept focuses on a small but dedicated audience willing to pay a higher price for tailored, high-value products and services from their favorite creators. This translates to the top tiers of the Pyramid of Investment, where fans are willing to spend more money on exclusive content, experiences, and access to the artist.
Pretty much the same principle as the traditional marketing funnel but turned on its head. Instead of persuading people into purchasing what you have on offer, you’re instead building bottoms-up, giving freely and openly for the vast majority of people who very likely won’t give you a penny. Still, you’re planting the seeds of a hyper-faithful community among them by keeping them in mind and expecting nothing in return.
As the Passion Economy expands, many artists embrace the potential of NFTs and other innovative technologies to chart their course. Take the case of musician RAC, who found success by releasing his album as an NFT, or visual artist Beeple, who made headlines with his multimillion-dollar digital art sale. These trailblazers have managed to break free from the constraints of traditional labels and agencies, sidestep censorship, and launch their careers in remote locations where they otherwise might have struggled to find a foothold.
By exploring new technologies and opportunities in the digital world, artists can connect with potential fans and further ascend the Pyramid of Investment. This approach empowers them to take control of their creative destinies and flourish in the digital age, paving the way for a new generation of artists who redefine success on their terms.
These examples demonstrate how the landscape of artistic expression is evolving, with creators increasingly harnessing the power of Web3 technologies to forge their paths and connect with audiences around the globe. As the Passion Economy grows and artists seize these new opportunities, the possibilities for authentic and meaningful connections become ever more attainable, allowing creators to make their mark in a rapidly changing world.
Li Jin and Kevin Kelly’s takes on True Fans echo the Pyramid of Investment, emphasizing the significance of catering to a dedicated, high-paying audience. Artists can thrive in the Passion Economy by focusing on this select group while harnessing new technologies and algorithm-driven platforms. This enables them to craft sustainable careers fueled by their passion and the unwavering loyalty of their most devoted fans, ushering in a new era of creative success.
It’s somewhat funny to talk about so many pyramid frameworks in the context of Web3 and creators. Still, here’s yet another one that I believe could be useful in understanding the journey we all should take in the search for a deeper connection with our 100 true fans:
Gideon Rosenblatt’s Engagement Pyramid initially saw the light of day as the playbook to involve people behind your cause. It’s been widely used in social movements, as well as politics. I wanted to bring attention to this because it asks the interesting question about how much of our current marketing space is led by engaging people and driving them into action. The next time you join a DAO, think of it as if you were entering a political party; in many ways, the experience is the same. This pyramid is a valuable framework for creators and organizations to understand, cultivate, and strengthen their relationships with fans or supporters. In today’s highly connected world, a well-executed engagement strategy can distinguish between a thriving community and a disengaged audience.
People begin their journey at the pyramid’s base by observing the creator or organization. They may be interested in the cause, mission, or content offered at this stage. Their interaction with the creator is passive and infrequent, such as reading a blog post, watching a video, or attending an event. Creators must recognize these early-stage fans and offer them opportunities to deepen their connection through accessible and appealing content.
As fans become more interested, they progress to the next level of the pyramid and follow the creator or organization. This stage marks a shift from passive observation to active engagement. Followers are willing to share their contact information, allowing direct communication through newsletters, email updates, or social media posts. Creators should use these channels to provide valuable content and keep their work front and center in their fans’ minds, building enthusiasm and interest.
Once fans trust the creator or organization enough, they begin endorsing their work. At this stage, fans will publicly support the organization or creator by forwarding emails, signing petitions, or making low-level donations. Creators should nurture this trust by maintaining transparency, showcasing their successes, and providing fans easy ways to endorse their work. The stronger the fans’ confidence, the more likely they become active contributors.
In the next stage, fans deepen their commitment to the cause by actively contributing their time, financial resources, or social capital to help achieve the organization’s goals. They may make significant donations, volunteer their time, or join committees and task forces. Creators should be mindful of their fans’ investments and provide them with opportunities to contribute in ways that align with their interests and skills. By doing so, they encourage fans to become even more deeply engaged in the mission.
As fans reach the “owning” level of the pyramid, they feel a profound sense of ownership in the organization’s work and mission. These fans are invested not only in the cause but also in the creator’s or organization’s success. They often take on responsibilities like board membership, testifying at public hearings, or blogging about the organization’s work. Creators should support fans at this level by fostering open, two-way communication and actively involving them in decision-making.
Finally, fans take on leadership roles within the organization at the pyramid’s apex, engaging and leading others in the work. These fans have become integral to the organization’s mission and are vital to its success. Creators should invest in developing these fans, providing them with leadership opportunities, and supporting their growth within the community.
It sounds pretty eerie when contrasted with the realities of DAO life. By understanding the various stages of fan engagement and offering tailored opportunities for involvement, Rosenblatt paved the way for our new generation of orgs to develop a passionate and loyal fan base that supports their work, contributes to their mission, and ultimately becomes an essential part of their success. Investing time and effort into nurturing these relationships would surely be a DAO lead’s main priority when looking for a lasting impact on the organization and its audience.
And yet, we’re seeing the polar opposite in practice. It seems DAOs are becoming more like startups with every passing day. And thinking of the bottom line is crucial to ensuring the project’s survival. Stomping on your community to achieve it couldn’t be more wrong. Sure, it may result in some short-term cash injections to fund the treasury, but where do you think these people you’re exploiting will be the next time the market takes a downturn and your treasury dries up yet again? They’ll be long gone, joining a community or creator who listens to them.
You must tread carefully when discussing audience-creator connections; beyond the seemingly idyllic landscape of engagement lies a treacherous path that usually leads to unhealthy parasocial relationships. These peculiar bonds are forged when fans become emotionally attached to creators they’ve never met or interacted with personally. It’s as if the universe decided to take the concept of unrequited love and twist it into an intricate web of obsession and adulation.
At first glance, it might seem like a dream come true for creators: legions of dedicated followers hanging onto their every word, clamoring for more content, and eager to support them in any way possible. However, as the old saying goes, with great power comes great responsibility. It’s far too easy for creators to take advantage of the emotions invested in them by their audience, whether intentionally or inadvertently.
What begins as a seemingly innocuous call to support a creator’s latest project could evolve into a manipulative relationship where fans are pressured to spend beyond their means or engage in behavior that conflicts with their values. And when creators wield such influence over their audience, who’s to say where the line between engagement and exploitation lies? It’s a delicate balance that demands introspection and self-awareness from those in the spotlight.
The key lies in striking the right balance: nurturing authentic connections between creators and their audience while avoiding the pitfalls of parasocial relationships as we delve deeper into this intricate dance of love and exploitation. We must explore how to create meaningful, sustainable bonds that benefit both creators and their fans, ensuring that this powerful connection remains a force for good rather than a tool for manipulation.
My marketer brain is deeply concerned about the increasing exclusion of people from the equation in various industries. We have taken a considerable turn for the worse by relying heavily on algorithms, automation, and other impersonal tools. We must not forget the crucial role human connection plays in the success of a business or any other endeavor, not only because it’s the right thing to do but also because it makes more sense for achieving your goals.
To illustrate this point, here’s a little story of how advertising was born. Edward Bernays, the nephew of the renowned psychoanalyst Sigmund Freud, is considered the father of modern public relations and marketing. Bernays realized the significance of human psychology in influencing people’s behaviors and decision-making processes. He understood that appealing to their desires, fears, and emotions could create powerful connections and how could be used to drive sales and brand loyalty effectively.
Bernays applied Freud’s theories of human psychology to create targeted marketing campaigns, leveraging human emotions and desires to influence consumer behavior. He revolutionized the advertising world by introducing the concept of emotional appeal and personal connection rather than simply focusing on the features of a product or service.
In the 1920s, the American Tobacco Company sought to increase the sales of their Lucky Strike cigarettes, and they turned to Bernays for help. At the time, smoking was considered a predominantly male activity, and women who smoked in public were often viewed as improper or even scandalous. Bernays saw an opportunity to break this taboo and expand the market for Lucky Strike by appealing to women’s subconscious desire for freedom and equality.
Bernays orchestrated a memorable event at the 1929 Easter Day Parade in New York City to execute his plan. He hired a group of young, fashionable women to march in the parade, and at a prearranged signal, they all lit up Lucky Strike cigarettes. Bernays ensured photographers and journalists were present to capture the moment, and he cleverly dubbed the cigarettes “Torches of Freedom” to associate smoking with women’s emancipation and empowerment.
The “Torches of Freedom” campaign was a resounding success. The images and stories of these defiant women smoking publicly made headlines nationwide, sparking conversations about gender norms and societal expectations. As a result, smoking among women skyrocketed, and Lucky Strike saw a significant increase in sales.
This groundbreaking campaign marked a turning point in the world of advertising. No longer were ads merely focused on the product itself; instead, they began to delve into the complex world of human emotions, desires, and social dynamics. Bernays’ innovative approach laid the foundation for modern advertising techniques and demonstrated the power of appealing to consumers’ profound feelings and aspirations.
In contrast to the simplistic advertising methods of the past, Edward Bernays’ “Torches of Freedom” campaign showcased the potential for advertising to drive social change and shape public opinion. By tapping into the emotions and desires of the audience, Bernays revolutionized the advertising world and forever changed how companies would communicate with consumers.
“Mad Men” would eventually reference the groundbreaking “Torches of Freedom” campaign. You probably thought of this famous scene the second I mentioned Lucky Strikes and advertising in the same sentence. Even if our modern world no longer values tobacco as a staple product, it’s essential to keep in mind what this campaign did for the way we connect with products. After Torches of Freedom, the product was no longer just “the best”; it was “The best for…” housewives, firefighters, politicians, you name it. This momentous campaign shifted the focus from what’s on offer to those using it.
Today, as we become increasingly dependent on algorithms and data-driven approaches, we risk losing the very essence of what Bernays and other pioneers in the field of advertising understood: the power of human connection. While algorithms may help target and identify potential customers or clients, they cannot connect with people and genuinely foster meaningful relationships.
In this rapidly changing world, it is crucial to prioritize human connection over mere numbers. By nurturing a small, targeted group of supporters, businesses can create a solid foundation for their growth, built on genuine relationships and mutual appreciation. This approach not only helps companies to achieve greatness but also allows them to maintain their integrity and soul.
As we move forward, let us remember the lessons of the past and the importance of human connection in marketing and beyond. Emphasizing personal relationships and emotional appeal will lead to more sustainable growth and long-lasting success, regardless of industry or endeavor.
One day, an elementary school teacher friend decided to try a small experiment with her students to teach them the importance of personal connection and empathy. She took her class outside to the school’s courtyard, surrounded by various trees.
She asked each child to choose a tree they liked. Some went for the tallest trees, while others opted for the ones with the most colorful leaves. Once each child had picked their tree, the teacher encouraged them to give it a name and spend a couple of minutes getting to know its unique features.
The results of this experiment were quite surprising. The children started spending their lunch breaks under their named trees, reading books and talking to their friends. They even argued about which tree they preferred to hang out under. The simple act of naming and getting to know the trees transformed the children’s relationship with these living organisms.
Over time, the trees became more than just a part of the scenery at school. They became companions, offering shade and a sense of belonging. As the seasons changed, the children cherished their trees, watching the leaves fall in autumn, and new buds appear in spring.
This story highlights the power of personal connection and empathy, even in unexpected situations. By encouraging her students to connect with the trees on a personal level, My friend demonstrated that our ability to care and empathize with the world around us is a natural and valuable part of being human.
We care about things with names; we care about things with faces. This fundamental aspect of our nature drives us to form bonds, relate to, and empathize with those around us, including the people, brands, and ideas we choose to support and identify with.
Our need for connection has deep evolutionary roots, as our ancestors relied on close-knit communities and relationships to survive and thrive. As such, we are instinctively drawn to the familiar and personal – names, faces, stories, and experiences that resonate with us on a deeper level.
In today’s world, where we are constantly inundated with overwhelming information and options, establishing and nurturing these connections is even more vital. This desire for connection transcends superficial engagements and seeks something more meaningful – an authentic bond, a sense of belonging, and a shared purpose.
Through these genuine connections, we find the motivation to support and identify with others, whether they are individuals, groups, or organizations. We are inspired by their unique offerings, messages, and the emotions they evoke within us. These connections have the power to create lasting impressions and forge solid and loyal relationships that can weather the test of time.
When you bring your unique flavor to the table – be it a one-of-a-kind product, a bespoke service, a compelling message, or how you make others feel – you’re selling a thing and offering an experience. Doing so creates an opportunity for people to connect with you on a deeper, more meaningful level. This personal connection is where the magic happens. It forms the foundation for belonging and identification with you and your brand, making people feel part of something special.
Now, here’s the thing: Nobody wants to buy your merch unless it reflects a part of who they are. It’s like a secret handshake, a badge of honor, or the T-shirt that says, “I was there” This guiding principle underlines the importance of authenticity and personal connection in everything you offer. Because let’s face it, we’re all a little tired of being treated like faceless wallets, aren’t we?
Keep it real, keep it personal, and most importantly, keep it fun. Embrace your uniqueness, share your story, and make your audience feel seen, heard, and valued.
Because at the end of the day, the best brands aren’t just businesses; they’re living, breathing, ever-evolving communities that connect people through shared experiences and a sense of belonging. And that is what makes them truly unforgettable.
Through these genuine connections, we find the motivation to support and identify with others, whether they are individuals, groups, or organizations. We are inspired by their unique offerings, messages, and the emotions they evoke within us. These connections have the power to create lasting impressions and forge solid and loyal relationships that can weather the test of time.
That innate desire to connect with names and faces speaks to the very core of our humanity. It reflects our need to be part of something greater than ourselves, to feel understood, and to contribute to a shared vision. By recognizing and honoring this fundamental aspect of our nature, we can forge more profound, more fulfilling connections with those we support and identify with, ultimately enriching our lives and the lives of those around us.