When we want to get a project off the ground, we are often confused about the best way to achieve our goal.

We then use popularity as a measure of success.

Coca Cola is a popular brand, but is not good for your health. Ginger is not popular but is good for your health.

Reach is a poor substitute for doing work that matters.

A deep connection trumps fleeting attention every time.

The idea is to have few deep connections, than many shallow connections.

Work that truly matters and is impactful is often not popular and famous work.

Strive to go deeper. Those who are looking for deep meaningful work, will find you. Those who are merely looking for famous and popular work won’t, and that’s the point, to matter to people who are looking for mattering.