Building a Platform: Why Your Audience Is Your Greatest Asset—Not Your Publisher, Not the Press

The myth persists that if you make something great, the world will magically beat a path to your door. But in reality, creators who thrive for the long haul—writers, musicians, entrepreneurs—consciously build their own direct audience. Whether by collecting email addresses, forging genuine relationships, or building communities on small stages, control shifts from fickle platforms, investors, or middlemen to you once you own your own connection.

Stories abound of musicians sidelined by changing musical tastes, authors dropped by publishers, or even social media stars whose platform vanishes when an algorithm changes. The solution is counterintuitive but profoundly practical: start building your list and network before you need them. Anyone can begin with a small crowd, grow by offering focused value, and expand their career options. Social psychology research shows that audiences invested in your story—through repeated, meaningful contact—become repeat buyers, advocates, and a safety net in tough times. It’s no accident that some of the most resilient creative careers are built on robust, self-owned lists.

Don’t wait for your project to be ready. Offer something genuinely helpful or interesting right now, then invite people to join your email list or contact page. Capture every sign-up, even if you only get a few at first, and treat each new subscriber as a valued partner. Reach out, support others in your field, and build these relationships before you ever ask for a hand. Over time, your platform will not only ensure you can launch your work, but also protect you when markets shift. The best time to start was yesterday; the next best is today.