Hype dies. The channel does not.

The problem with your 15 minutes is that it will end. Especially if you’re renting other people’s attention, it won’t last forever. You’ll become a has-been very quickly if this is all you do.

For a long time, I didn’t blog or podcast very much. I just worked on my own stuff, in private, and didn’t develop my platform. I realized recently that it wasn’t a smart decision.

It was a mistake, because no amount of hype will ever carry you forward all the way to where you want to go. You need to own a strong, popular channel. No one will ever give you one forever. You need to build one. To do anything else is to be at the mercy of other people’s whims.

Those of you that are bloggers, think of all the PR pitches you get every day. Why are you getting them? Because people are throwing money at the problem– they’re trying to create hype instead of a platform. They’re throwing money at the problem– buying bags of smoke that often result in nothing.

Even if you do blog about one of their widgets, that hype will die. It’s inevitable. And it’ll