Stop trying to scale what you haven't mastered

Everyone's obsessed with scale right now.

Automate this. Delegate that. Outsource everything.

But here's what I've been thinking about:

We're all trying to escape the very work that made us good in the first place.

I'm definitely guilty of this.

These last few years, I found myself building systems to avoid the hard creative stuff. The late-night edits, the extra rounds of feedback, the hands-on work that actually built my reputation.

I told myself it was about "optimizing" and "freeing up time."

But honestly? I was just tired. I wanted the results without doing the work.

And then I had this realization.

The work you're trying to escape? That's probably what makes you different.

Think about it:

• The late nights editing that extra scene

• The third draft that finally clicks

• The 100th reel attempt that actually lands

• The deep-dive strategy calls that get real results

That stuff can't be automated. And honestly, it shouldn't be.

Because here's the thing — custom work doesn't scale. Depth doesn't scale. But that's exactly why it's valuable.

So I'm trying something different now.

Instead of running from the craft, I'm leaning into it:

With my storytelling — I'm spending more time on the details that matter, not just cranking out content.

With my brand — I'm building real connections through consistency, not trying to hack my way to growth.

With systems — I'm using them to support the creative work, not replace it.

The shift has been pretty simple: build with intention, not escape.

Here's what I'm curious about:

What part of your work have you been trying to "scale" before you've really mastered it?

What if, instead of systematizing it away, you went deeper with it? Got better at it? Made it your thing?

The people who actually win don't avoid the hard stuff. They get really, really good at it.

And then everything else becomes easier to build around that.

Talk soon.

Matt