Some Maxims

Creative north stars

I wrote this post a few years back. It’s time to revisit the concept and make a few, minor adjustments. I hope you can find some inspiration to make something good.

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“Make your work sexy.” This was writing advice I received during my first semester of grad school. Aesthetics matter, regardless of how superficial they may be, and everyone loves a tasteful twist.

If you do not believe in your work, every criticism will sting slightly stronger, since it will unveil a truth that you were too afraid to face yourself.

If you want to write a mystery novel, do not read mystery novels. If you want to produce a Magic podcast, do not listen to Magic podcasts. Instead, go to an indie film, drink a cheap beer, and listen to Vivaldi, and your work will always stand out from the rest.

Make something too good to ignore. Then, you won’t have to do any marketing.

Always spend your energy seeking out the lesser known individuals who are hustling and deserve recognition. Some folks think that gaining the respect and attention of the most popular or influential personalities is the key to success. So they kiss ass and perform sycophantic gestures in the town square. But that festers a terrible sense of isolation. You will feel you have compromised your integrity for hollow attention. If, instead, you raise up the little guy, you will always find yourself building community. In other words, widen the spotlight rather than turning up the wattage.

Trends are flashy and fun, but ephemeral. Stay away from them. You can never keep up anyways.

The internet revels in celebrating your work, but sours when you celebrate your work. If you must pat yourself on the back, do so in private.

I often see creative people giving open-ended surveys like “would you like to see an article on xyz?” or “if I started a podcast, what would you like me to discuss?” In general, people don’t know what they want, and their answers will often be as boring as these questions. Instead of asking “will my audience like this?” concentrate on the question: “will they be happy to have spent their time with this?”

Turn 100 hours into 10 minutes.

I’m always interested in the work that points outwards. Frank Karsten’s articles are must-reads because they use knowledge from outside of the game as a guiding principle to analyze the systems within it. If you can find a way to use Magic to teach your audience about history, or art, or math, or whatever else, they will see their hobby as a deep source of enrichment for their life.

Never reuse assets.

Be extremely reluctant to accept sponsorships. You must stay steadfast with your vision and find a partnership that values your work. Be patient. Hold five meetings before you sign a contract. Wait again. Some businesses just want your view count.

Before you hit export, go to sleep. Eat a sandwich. Watch the video again in the morning. You’ll find something you overlooked in the forest of decision trees that is the editing process.

Be specific.

Do not tell people to share your work. If they like it, they will do it anyway (and with a manic impulse.) Nothing good stays a secret.

I’ll say it once more: turn 100 hours into 10 minutes. You can interpret this as you wish, but it’s perhaps my favorite mantra of them all.

Lastly, for now: give up the gimmick. Irony and apathy have run their course. Nobody is ever impressed by how much you hate something, so try instead to be a bit vulnerable and advocate for something you love. I am always inspired by the ones who put their best energy into the world. Bradley Rose is a quick example. Being “good” is a quality that requires no explanation, so aim for that. Be good.