Not Just for Them: How Creating for Yourself Strengthens Your Business

We always hear the same advice: create value for others, solve their problems, and meet their needs. This is essential for building an engaged audience and growing a business. However, there’s another side to the story that often gets overlooked: creating for yourself.

When you create for others, it can bring financial success, recognition, and a good reputation. When you create for yourself without any immediate expectation of return, it offers something deeper. It brings joy, self-growth, clarity, and a sense of fulfillment that can benefit you for years to come. It’s easy to forget this, but it’s important for longevity and self worth.

I send out my newsletter every Thursday for two reasons. Firstly, it helps me connect with people who have opted in and share insights and ideas that are relevant to them. Secondly, writing each edition helps me articulate my thoughts and, perhaps most importantly, become a better writer.

I am also writing and sharing ideas with the person I was 18 months ago to help him. What advice would have helped me? What clarity did I lack? By creating with this mindset, I not only serve my current audience but also the ‘younger me’ who was trying to figure things out. 

At the heart of it, you should create with the right intentions. When it’s all about the ‘take’, it changes the dynamic. For example, when someone organises an event solely for money, you can sense it. But when you genuinely enjoy what you do, your audience feels it too. That enthusiasm translates, and your audience picks up on it. People engage more deeply because they see that you’re not just pushing a product; you’re sharing something you truly believe in.

There’s also the joy of seeing other people develop through their own efforts. Part of my enjoyment is knowing that I’m part of a community that’s growing together. Every piece of work I share reinforces that connection and builds a sense of momentum. It’s incredibly fulfilling to know that I’m not just delivering content; I’m part of something bigger.

That’s what I mean by creating for you too.

You create the space before you need it. This means you’re making something for the future.

Building something today means you’re preparing for situations you may not foresee. In 2020 when Covid hit, YATM’s live events were postponed. All I knew was how to address an audience in an in-person environment. The 2020 YATM Conference was put on hold, we had a series of guest workshops planned and immediately had to shift focus. 

One thing I didn’t realise was because I had spent years building the YATM project, the community was there when I needed it most.

We quickly shifted to YATM Online, and on March 26, 2020, we held our first live Zoom event. We continued these online shows every fortnight, featuring interviews with guests from around the world. Despite the chaos and uncertainty of the pandemic, these online events provided a sense of normalcy for me.

The first show wasn’t perfect. In fact, it was Zoom-bombed and descended into chaos. We even got mentioned in Forbes because of it. The article describes it as ‘uninvited attendees viewing your business meeting, or worse, sharing pornographic images and content.’ Everyone at the first event saw everything! We had to end the show as soon as it became uncontrollable. However, it was part of the learning curve, and the community showed up.

Creating that space over the years meant that when everything else was uncertain, I had a solid foundation to turn to. The relationships we had built within the YATM community didn’t falter. And even more importantly, showing up every fortnight to host those online events gave me a sense of purpose, confidence, and hope that I had uncovered a new way to deliver and address people.

During times of turmoil and uncertainty, this place became my regular retreat every two weeks. Despite the chaos in the world, I cherished the moments spent with familiar faces in this space we had created. It felt like home, I felt happy.

The slip ups were ok, that was part of the charm, I was learning a new skill in creating an online show, that made me feel excited and hopeful. It also felt good seeing people from the YATM community when lockdown was a very new experience. It brought me so much joy. I always remember the silence after we had sung, when it was just me in the room and we all continued with our day. For a split second, from the noise and the singing, it just felt lonely.

The relationships that had been built were there when I needed them the most. It’s about showing up, being present, and figuring things out in front of everyone. It’s about being there week after week that truly matters. You never know when you are going to need it the most. That’s the power of creating for you.

The importance of trust in what you do is fueled by your willingness to keep going. Joe Pulizzi, in one of our YATM Online Offline shows, said it best: “People buy from you because they trust you”. Trust is the foundation of any long-term relationship with your audience.

When you consistently show up—whether through emails, blog posts, videos, or events—you build that trust. But this isn’t just for other people. It’s for you too.

Every time you create and deliver, you are building your own confidence and self-belief. You are reinforcing that you are someone who follows through, someone who shows up. Over time, this builds momentum and strengthens your brand in ways you can’t measure in the short term but will pay off down the line.

I never realised this at the time, but it’s the continuous breadcrumb trail that you leave, that helps you in the future.

An approach of creating for you, doesn’t just fuel your personal growth—it also has an effect on your business. When you take time to create in ways that bring you joy or help clarify your thinking, you’re building something sustainable.

What happens is you start understanding your value better. You begin communicating your ideas with more clarity. You grow as a creator and a business owner. As a result, your audience begins to see you not just as a content producer but as someone with genuine expertise and authority in your field.

What you share can become a reflection of your journey, both personally and professionally. For instance, your work shouldn’t always be industry related, share what you have learned and the challenging moments. You realise you are making your own scrapbook to look back in, in years to come. 

It’s one of the reasons why long-form content such as blog posts, podcasts, and videos work so well. They show people the time and effort you’re investing. That creates reassurance.

Here are a few practical ways to embrace the idea of creating for yourself, even as you continue to create for others:

Start Small, Start Now:

Make lists of themes related to your beliefs how you can help others. Also, consider what you need. What will make you feel fulfilled? Start working on those small, personal projects alongside your business content.

Evolve Your Message:

Continuously refine how you communicate about your work; this not only assists your audience but also aids in clarifying your own value. As you progress, you will gain a better understanding of your identity and what you bring to the table.

Create with No Strings Attached:

Build relationships without expecting immediate returns. Reach out to people purely for the sake of connection, learning, or support. You never know where these relationships will lead, but at the very least, they’ll help you grow as a person.

Reinvest in Your Skills:

Use your creativity to enhance your skills, such as writing, public speaking, or event hosting. Investing in personal development will ultimately benefit your business.

Focus on Enjoyment:

Always remember why you started creating in the first place. Whether it’s to enhance a skill, pursue something you want to improve, or as part of your business, reconnect with the joy of creating without the pressure of outcomes. This joy will sustain you through tough times.

You create work to have an impact on others and on yourself as well. 

Creating for yourself isn’t just a strategy; it’s the foundation for self-belief and, confidence.

When you invest in what excites and challenges you, you create space for growth that goes beyond immediate returns. This builds a deeper connection to your work and strengthens your resilience over time. 

By showing up for yourself, you gain clarity and reinforce your capacity to learn, adapt, and thrive. The result is not only a stronger relationship with your audience but also an ongoing sense of fulfillment. You’ll thank yourself further down the line.

P.S. YATM Online is going to return in March 2025. It’s to mark 5 years since we made that step into the online show format. It’s going to be free to join in and hope you can be a part of the special occasion?