It’s not YouTube, TikTok, Twitter (can’t write the other thing) or Instagram. It didn’t used to be TV or radio. It also didn’t used to be newspapers.

It’s always been, and will always be, people.

People don’t want to be interrupted. They’re ready to listen to some things but most likely not yours.

They want to make some changes, can we help them?

Do we understand what they want to hear and in what tone they’re most likely to hear it?

Do we understand what will cause tension so they take a step forward?

What story are they likely to tell others so the message spreads?

Most importantly, do we care about them enough so we’ll continue our quest to help them by improving our work with every iteration?

They’re the medium, the heroes, and the ones who will help amplify our message. We’re just there to guide and serve them when no one else has the courage to do it.