If you’re creating to get some kind of positive feedback from the public -- be it likes, shares, comments, whatever -- you’ll never leave the interaction fully satisfied. Each time I’ve embarked on some creative endeavor with a particular outcome in mind I’ve been disappointed by the result - without fail. Writing. Filmmaking. Photography. The medium doesn’t matter. 

In a previous position I created and published to tens of millions of people seven days a week. It’s fun at first, but the novelty wears off quickly. Instead of hunting for ~100 likes you’re hunting for ~1m. It’s the same miserable loop but with different digits attached. Anything less than your previous best feels like a failure and with it goes your will to make new stuff and take new chances.

I’ve since recalibrated somewhat after finally accepting this as truth. As I write this post I don’t have a single expectation about any potential outcomes besides the good feeling from hitting “send.” My default position is that almost nobody will read this and that’s totally cool. No book deal, no viral loop, no nothing.

To keep creating on a regular basis the work has to be the point. You can’t have it both ways. If you’re creating for outcomes you’ll be a powerhouse when the likes are flowing in, but you’ll soon hit a wall when an algorithm cools on you or someone drops a lame comment on your work.

Conversely, if you’re creating just to create you’re basically unstoppable. Each post gets a little better. Every keystroke is a bit easier. It doesn’t matter what some algorithm does with your work because you’re not out there for the numbers. You become unfuckwithable in your power armor of Just Doing Stuff.

That’s not to say that I don’t enjoy good outcomes too. It’s fun to have your stuff shared and talked about. Every good opportunity I’ve ever enjoyed is the result of someone seeing my work and acting on it. Over time some kind of magic happens even if no single piece is a breakout success. People start to notice your work in aggregate. If you’re consistent over a long enough period you’ll eventually become synonymous with the topics you cover and opportunities will come your way.

Keep doing the work just for the sake of it and it usually works out somehow.