1. Only Make What You Care About

If you want to make something that people really care about, that they actually care about, you have to care about it yourself. Because if you don鈥檛, then try as you might, it鈥檒l come out in the final product.

The reason for this?

Making something is hard. Making something you don鈥檛 care about is even harder.

The only way you鈥檒l be able to consistently work, when you don鈥檛 want to work, consistently try when you don鈥檛 want to try, is by deeply and honestly caring about your work.

You want people to care? You have to genuinely care, yourself.

2. Make Things For Real People

If you have something that you care enough about to make, you have to ask the next question鈥娾斺妛ho are you making it for? What information do they need? What turn of phrase would stop them in their tracks? What is their single pain point that the product could solve, or their secret story that your novel would be able to touch and cultivate into a real emotional response?

Stop thinking about your audience as a vague concept, a collection of faceless people.

3. Ask Yourself If You Fit The Project

You need to ask yourself whether you have the courage, the strength, the motivation and the passion to make what you want to make. And I mean really ask yourself, because when you first come up with an idea you can get so caught up in it that you can鈥檛 see anything else.

It鈥檚 easy to mistake excitement for passion, motivation and ability.

When that feeling starts to die down, or you get used to it, you can realise that you don鈥檛 have the real raw power to be able to finish and follow through. That鈥檚 not a bad thing; there is nothing wrong with recognising that a project isn鈥檛 right for you. Maybe there鈥檚 another project that is.

It鈥檚 not enough just to care about what you鈥檙e making鈥娾斺奿t has to feel right.

4. Don鈥檛 Do Anything To Be Someone

Have you ever watched one of those reality TV singing competitions? You鈥檝e probably seen a hundred young people, eyes shining, clutching microphones and talking about their dreams. They鈥檒l explain that ever since they were kids, they wanted to be singers.

They hardly ever say they wanted to sing. When it comes down to it, half the time it鈥檚 because actually singing isn鈥檛 the end goal. They want the trappings and lifestyle and the breaks of being a singer.

If the act of singing was really their end goal, they wouldn鈥檛 be on a reality TV show. They鈥檇 be out there every night singing anywhere they could, writing songs, starting bands, recording music.

The same is true for anything you could make. Do you want to make X, or do you want to be the person who made X? Because if you don鈥檛 care about the act of making something, and if you don鈥檛 want to get out there every day and try to make something, you might as well quit.

5. Work. Work Hard.

If you want to write a book that can break someone鈥檚 heart鈥娾斺妛ork hard.

If you want to start a business that changes the world鈥娾斺妛ork hard.

If you want to have everything you dream about鈥娾斺妛ork hard.