One of the most powerful things you can do for your project is to get clear on who it’s really for. It can feel counterintuitive, especially when your message feels universal, but trying to serve everyone usually ends up reaching no one. Start by noticing: Who shows up most naturally? Ask, who is hungry for what you’re offering? What kind of transformation are they seeking? Get as specific as you can. Picture a few real people your work is meant to nourish: actual human beings with stories, struggles, and longings. When you speak directly to them, others who resonate will find their way, too.
Once you know who you’re here to serve, meet them where they are. Think about the spaces—online or in person—where they already gather. What language do they use? What do they care about? Vanessa Zoltan is the CEO of Not Sorry Productions which creates podcasts, digital programs, and in-person pilgrimages for spiritually seeking people who love literature. She uses frequent surveys to understand her audience, and partners with content creators who have an equal passion for fiction and feminism. Just like Vanessa, you don’t need to be everywhere; just where it matters. A newsletter, a presence on the right platform, or partnerships with aligned communities can go a long way. The goal isn’t to go viral but to build trust, grow slowly and deeply, and invite the right people into something meaningful. Your work is a gift. Let the right people unwrap it!
Looking for help with branding? Lotus Wong is a spiritual innovator herself, as well as a brand strategist, and creates beautiful, compelling work.
Or if you’re starting a podcast, this is a great video from Think Media for setting up a home studio.
Deeper Learning
Seth Godin is a veteran marketing expert with lots of books worth reading, but you can start with this short video or this one in which he introduces some key ideas.
The Center for Story Based Strategy combines story, grassroots leadership, organizing, and democracy to build power. A great place to learn about narrative change.
Supports organizers and creatives through leadership coaching rooted in healing, equity, and cultural strategy. Offering fiscal sponsorship to projects based in the USA.
