It's almost always them.
But as they're the ones who decide, it doesn't make any sense to complain about them.
It's a waste of your time.
And instead it makes sense to figure out what they really want.
Instead of forcing them to want what you have to offer.
This never works.
So instead of forcing people to buy, read, listen or watch what you want them to, try to figure out what they want to buy, read, listen to or watch.
At the end of the day the market decides.
No matter what.
And if you blame the market for not wanting your stuff, well then maybe you should think about giving the market what it really wants.
What it really needs.
I know it's tough.
It's tough to figure out what the market really wants and when.
Especially because in most cases the market doesn't even know what it wants.
And that's what makes it so tricky.
On the other hand it's so much easier to just offer the market what you want the market to want.
And then just hope that you're right.
But hope is never a good strategy.
Just like complaining never is.
So how do you figure out what the market really wants?
What it really needs?
I don't know.
But I think that realizing that you don't know, that no one really knows is the first step...
[Related: I stopped giving a shit a long time ago]