From First Ten to Forever: Building an Audience That Stays

This makes it easier when we feel the pressure to grow, scale and amass a sizeable audience.

Content that connects and sustains doesn’t hinge on algorithms or flashy headlines. It’s built on relationships. When people feel a sense of alignment with your values and see themselves in what you do, they become more than your audience; they become your collaborators, advocates, and community.

This isn’t about playing the numbers game. It’s about creating something so meaningful that others choose to participate because they see value, not because you’re shouting the loudest.

The paradox of trying to appeal to everyone is that you dilute what makes your work special.

When you chase what you think others will like, you lose the core of what makes your work uniquely you. Ironically, it’s the raw, unfiltered enthusiasm for what you create—that strikes a chord with others. 

Seth Godin calls it the “First Ten”—the people who care enough about what you do to truly engage with it. These ten aren’t just your first audience; they’re the proof that your work has meaning and value. They’re the ones who stick around, spread the word, and help you shape something remarkable.

This is in Seth Godin’s latest book, This Is Strategy that he first shared in 2009. 

You champion building relationships with the people who really get it. Why? Because they’re not just passive consumers; they’re active people in the journey.

Many people get derailed by the idea that they need to create something with a lofty mission or a grander purpose. It pressures people and businesses to perform a role they don’t naturally fit.

Instead of chasing an elusive “big purpose,” focus on what truly matters: the values you hold and how they align with the people you serve. Ownership, empathy, connection—these are the real building blocks of community. When you find common ground with your audience, trust grows naturally.

At YATM, our guiding principle has never been about trying to “change the world.” It’s been about helping people build businesses and communities on their terms. By focusing on actionable, relatable steps—like creating newsletters, hosting events, and experimenting with formats—we’ve forged lasting connections with a global network of professionals. 

YATM wasn’t built for everyone. It started with a small, enthused group of people. That focus allowed us to build a community of like-minded individuals who don’t just participate—they belong.

Here’s a sobering truth: even your best work won’t automatically attract an audience. 

Google doesn’t care about your late nights or weekends sacrificed for a well-thought blog post or structured newsletter. People don’t suddenly appear after you hit “publish.”

When I started writing it was very ‘marketing’ focused. I was creating for what an industry was expecting, not what people wanted. The things that fuelled my curiosity was how to build an audience when no one knows you. It meant that I started to make what I genuinely enjoyed, you attract people who share your values and vision. This is completely different from creating work that feels hollow—both to you and your audience.

True connection happens when people care deeply, and that takes time.

Many businesses fall into one of three categories:

1) A great idea, but no audience.

2) An audience, but nothing of value to say (that has heart).

3) An audience and a message, but no one cares.

If you fall into the third category, the challenge isn’t just about saying the right thing—it’s about saying it to the right people and involving them in the process.

The idea of “enough people to care” has been so important to knowing your work is not for everyone. It’s never been about overwhelming numbers. Instead, you focus on:

Being present: Staying available to respond, engage, and show up for others.

Growing organically: Building relationships where both sides benefit.

Experimenting and adapting: Continuously testing what works and being willing to evolve.

Encouraging participation: Inviting subscribers and attendees to not just observe but to contribute.

Sharing ownership: Empowering others to take responsibility for parts of the community while staying involved.

This approach isn’t glamorous, but it’s sustainable—and it works.

Let me share a few lessons I’ve learned along the way about finding and nurturing those who care.

Your message doesn’t need to resonate with everyone; it just needs to strike a chord with the people who matter and from the enthusiasm and curiosity you bring to the table. When I started YATM, I thought I was speaking to senior marketers. Over time, I realised my audience was actually small business owners, creators, and those seeking independence. Aligning my voice with theirs made all the difference.

2. You Can Be Small And Successful

You don’t have to dominate the market to make a meaningful impact. You can stay on the fringes, avoid the noise, and still thrive. You can be small and successful. With a smaller, engaged audience, you can listen better, respond faster, and create a stronger sense of belonging. You want to allow for real conversations and connections.

3. Caring Beats Popularity

It’s better to create something meaningful that a few people love than something flashy that many people forget. Focus on crafting work that matters to you and to your audience, rather than chasing likes or shares.

4. Familiarity Helps

Introducing something new is far easier when you already have a connected audience. A product launched to people who already trust you will gain traction faster than one introduced to an empty room.

5. Treat Your Work As A Live Lab

Every piece of content, event, or initiative you create is an experiment. Pay attention to what resonates and what doesn’t, and use those insights to refine your approach. At YATM, our events often evolve based on feedback from the people who attend, ensuring they stay relevant and valuable. For instance, Creator Day is a lot different today from when it started in 2022.

7. Iterate to Improve

The best products and services are rarely perfect out of the gate. By involving your audience in the process, you not only improve your offering but also strengthen their investment in your success.

8. Opportunities Grow With Your Community

As your audience grows, so does the potential for new opportunities. By this I mean new initiatives that bring people together, as the level of trust is already there. The community itself takes away the risk and makes the moments possible. 

To build something that lasts, focus on the people who will stay, support, and spread the word about you. Here are a few guiding principles:

Speak their language: Use words and ideas that resonate with the needs and aspirations of others. Remember you are your audience. 

Stay consistent: Show up regularly, whether it’s through a newsletter, events, or other formats.

Create for them: Make sure your content or product solves a problem or adds value and where togetherness is key.

The biggest challenge isn’t creating something great; it’s getting the right people to care. But once you do, the possibilities are endless. 

You’ll build something far more meaningful than mass appeal—a community where your work has purpose and your audience feels seen.

If you can find the people who care, involve them in your journey, and create something they can believe in. 

It’s about reaching enough of the right people to make a difference—for them, and for you.