Leaving rented land

I built an audience on someone else’s platform. It worked, right up until I remembered who actually owned the relationship. Not me. The platform owned the list, the reach, the rules, and the right to change any of them on a Tuesday.

That’s rented land. You can build a beautiful house on it. You still don’t own the ground.

What owning it looks like

My own site, my own list, my own way for people to follow that doesn’t route through a company that could pivot or vanish. The platforms can stay as on-ramps. They just stop being the foundation. If one of them disappears tomorrow, the people who chose to hear from me still can.

Use the platforms. Don’t build your house on their dirt.

The slower road, again

Moving off rented land is more work up front. You trade a frictionless start for something that’s actually yours. I’ll take the version I own and have to maintain over the version that runs smooth right up until the day it doesn’t.

Own the ground. Build on that.

I went deeper on why this always happens and what actually changed: The Exit Strategy.