When you HATE your audience (and how to fix it)

April 29, 2024

So, you’re building an audience for your business, YouTube channel, or whatever your hustle is, right? 

It’s not always the love story you’d expect. 

A few years back, I was deep into a startup, working hard on a product I thought would interest me. 

Spoiler alert: It didn’t. 

Before I knew it, I had this big audience that I just didn’t resonate with. Maybe “hate” is not the right word – that’s a bit strong – but we definitely weren’t on the same wavelength. It was a big reason I decided to leave that venture.

Maybe this sounds familiar?

The core issue, in my experience, is a misalignment of values. That’s when you and your audience are looking at life through different lenses. They’re into things you’re not, and it makes keeping the passion alive… well, exhausting.

I learned a lot about values from Dr. John F. Demartini. His book is a game-changer. He teaches how to pinpoint your true values – not the ‘should-haves’ society sells us, but the things that really make us tick. It’s about:

  • What you spend your time on
  • Where your money goes
  • The topics you can talk about forever

When you find people who share these values, conversations flow, and friendships blossom. If not, it’s really hard to keep the friendship going.

Building an audience that doesn’t share your core values is a recipe for burnout. Trust me, I’ve been there. It’s draining to create something for people who want something else entirely. 

Flip the script, though, and align your business or content with your true values, and you’ll attract a crowd that gets you. It’s energizing, and it makes consistency a breeze.

As for me, creativity is one of my top values. I’ve channeled it into video and software businesses, and it’s the heartbeat of my content now. 

It feels right, and others who also like creativity get pulled into my orbit. That’s when the magic happens – you create, they love, and the cycle of inspiration keeps rolling.

What about you? Ever felt that mismatch of values in your work? Or maybe you’re on the flip side, living the dream with an audience that feels like home.

Gideon Shalwick