Listen First, Create Second
Listen First, Create Second
Audience-guided creation leads to work that resonates and delivers true value.
Audience-guided creation leads to work that resonates and delivers true value.
Why it matters: By listening first, we align our creations with actual audience needs, not just our assumptions.
We reduce wasted efforts on unwanted features or content, focusing our resources where they matter most.
When we create based on expressed needs, our work naturally resonates more, increasing its value and impact.
This “pull” approach allows us to adjust to changing demands quickly, keeping our work relevant.
Zoom out: Pull and push systems represent two different approaches to creating and delivering value:
Push systems operate on anticipation of demand; we create products, content, or services based on predictions or assumptions about what the audience might want.
Pull systems, in contrast, respond to actual demand; we create when there’s a clear signal from an audience or market.
Zoom in: Coming from manufacturing, pull systems help creatives use time wisely and commit to the right work.
To reduce the risk of overproduction or misaligned efforts.
To increase agility to respond to changing market conditions.
To make better resource allocation based on real-time feedback.
Just in time: Pull systems embody the just-in-time principle: we utilize resources only when needed, not in advance.
Engage with people and prioritize projects based on clear interest indicators.
Release early versions to gather feedback instead of perfecting in isolation.
Acquire new skills just in time as projects demand, rather than front-loading all learning.
Example #1: Pieter Levels started writing his book by asking his audience what topics they wanted him to cover.
“The only thing people received after paying $29.99 immediately was an empty Workflowy list where they could write what the book should be about specifically. That gave me immediate feedback from customers what they wanted me to make. Just like a startup.” — MAKE: The Indie Maker Handbook
Example #2: Paul Millard started his community after several people liked his book and asked for a place to find people with similar mindsets.
“Since 2020 when I announced that I was going to write a book, dozens of people have asked: ‘“When will you launch a community so we can find each other?’ Eventually, I ran out of excuses and it felt right and here we are…” — The Pathless Path Community
Example #3: Jason Fried and David Heinemeier Hansson found that they should not predict what customers want from Basecamp; customers will let them know what’s essential.
“We already knew what needed to be done next because our customers constantly reminded us by making the same requests over and over again. There was no need for a list or lots of analysis because it was all happening in real time. You can’t forget what’s important when you are reminded of it every day.” — Getting Real
To summarize: Reject the busyness game, trying to predict the future. Let people tell you what they need. If you already have the name, they will tell you directly. If you just started — do the research.