Interesting to me. Not to you.

Shape it before you build it. Work out what you are making and who it is for. Then make it. That is the first step in shape+build+launch. What the last fortnight taught me is that it is not one step. It is the thing you keep iterating on right up until you press the button.

I have started a lot of posts over the last couple of weeks. Most of them are still sitting there unfinished.

The same thing stopped me every time. I would get halfway down and think, is this actually any use to the people I am writing it for.

Often the answer was not yet. It was interesting to me. That is not the same thing.

So not much has gone out. A few bigger ideas are in the same state, not just posts. Nothing scrapped. They just need more work before they are worth anyone’s time.

The useful bit was not any of the posts. It was realising that asking whether something is of value to my audience is really a question about who they are. I could not answer the first one until I had answered the second.

What stops you pressing the button? Gut feel, a friend, a chat AI, market research.

I am interested in the moment you stop and go, yep that was interesting to me but not to my audience. Not yet anyway.