Here is a brutal, unavoidable, and unpleasant truth: No one cares how hard the work you’re doing is.

The fact is, many people believe their own story more than they will ever believe yours. And their story is one that involves their work. And their work is always harder than your work.

The fact is, many people (although they would never say this out loud) believe that their pain—disappointments, disputes, troubles, failures—is more important, more pernicious, more deep, than your pain.

The phrase “You don’t know me. You don’t know my pain,” has real resonance with many people.

The fact is, they are right: You don’t know them. You will never know their pain.

And that knowledge of that pain is unimportant in the grand scheme of how hard the work that they are doing is. Your pain is also unimportant in the grand scheme of how hard the work that you are doing is.

But many people care about the process of shipping the hard work.

Process is the thing that fascinates, connects, resonates, and ships. Seeking empathy (or sympathy) around the hardness of shipping the work, producing the work, or failing at getting enough people to care about the work, doesn’t scale.

Get your audience to care about your process, not about how hard the process is.



Administrator for Jesan Sorrells