The goal is to make everything and everyone "replaceable".
The goal is to create an experience where nothing is out of stock.
So that no one even notices if that one designer suddenly disappears.
Or that writer.
Or that singer.
Or that seller.
Online marketplaces commoditize pretty much everything and everyone.
Hundreds of different sellers sell the exact same product.
Hundreds of different people offer the exact same services.
Hundreds of different people create the exact same content.
And when one of them disappears, no one will even notice.
Because hundreds of others are already waiting in line for their 15 minutes of fame...
And that's the goal of pretty much every online marketplace.
To make everything and everyone "replaceable".
And this will always lead to a race to the bottom.
A race where everybody competes with everybody else who's competing with everybody else.
And that's a race that no one is ever going to win.
Other than maybe the people organizing the race...
So what can we, you or I do about it?
Here's something worth thinking about...
Build your own little marketplace.
A place where the only thing on offer is you.
A place where you can offer something that no one else is.
A place where you can be your unapologetic self.
So how do you build that place?
By doing the difficult work.
By going the extra mile.
By doing what most people are afraid of doing.
By playing the long game...
By showing up longer and more often than most people feel comfortable with.
And the first step is to create your own little corner somewhere.
Maybe in your community.
Maybe in your city.
It doesn't matter.
What matters is that you create your own little corner somewhere.
Where people can find out more about you.
A place where people can get to know you a little better.
A place where people aren't distracted by dozens of other things "on sale"...
A place where it's about you and not the race.
And this is difficult.
Building your own little corner somewhere is difficult.
Just like showing up over and over again is difficult.
And that's precisely why it still works.
Because most people don't do the hard stuff anymore.
Because most things have gotten so easy to do that we feel like we don't really have to do the hard stuff anymore.
And that's precisely why doing the hard stuff, the stuff that most people are afraid of doing still works.
And will always keep working.
Because almost no one wants to do the really hard work anymore.