You have a coin in your hand, you toss it and think to yourself, HEADS.
Catch it in your hand, and it is heads.
You toss it again, think TAILS.
It's tails.
Suddenly, you feel you are in control of the outcome. That small kick of dopamine, oh my my, isn't it pretty.
But, are you? Are you really?
The same way we marketers sometimes feel we are in control of who subscribes or follows us.
We feel, every single time someone watches our content, she should subscribe, it is for everybody right?
Wrong.
When we give more value, put more content out, we are trying to rig the coin. We are trying to morph the coin into a sphere from its original shape, a cylinder.
But as the coin can never have zero thickness, it can never be morphed into a complete sphere with only one outcome of the toss.
No matter how hard we try, there will be someone who will not subscribe, hate our face, cringe on listening to our voice, steer away from our content.
All we can do is try and rig the system, and feel in power, and that feeling will allow us to help more people, produce more content, be consistent.
But truly, we are never in power. It is all an illusion, created by our brain(dopamine).
Our viewers are in power, the market is.
As Gary Vaynerchuk says, the market is the market is the market.
