I’ve lost count of the number of times I’ve agreed with Seth Godin.
It’s also interesting how a couple of key elements that define Ambrosio are also inline with some of the things I learned while reading his blog. I’m sure the project would not be the same if it weren’t for him inviting me (and his readers) to “go and make something meaningful happen”.
I really liked this post and I wanted to register some of the parts I liked.
The problem with generic is that it’s easy go as well as easy come.
Would I miss it if it were gone? And here’s the key question, the one
that gets to the heart of meaningful. When we deliver meaningful
content, it means we show up, invited, with words and images that
matter. It means that we are trusted enough to be permitted to speak
the first few words, and talented enough to keep the attention we’ve
worked so hard to earn. Most of all, meaningful can’t possibly work
for everyone with a smart phone, for everyone in every potential
audience, because there are so many ways to be seen as meaningful, so
many different tribes of people thirsting for different kinds of
Today, I heard that a restaurant I liked closed. And I was sort of sad for it since the place was really special (and we were planning to write about it on Ambrosio). Though I was very happy that the place existed and that there are people still having remarkable projects as restaurants. I hope that Ambrosio, one day, becomes such kind of product, remarkable and special in its own way and somehow connected to its subscribers.
It’s no longer possible to become important to everyone, not in a
reliable, scalable way, not in a way that connects us to people who
will read ads or take action, not to people who aren’t already
clicking away to the next thing by the time they get to the second or
But it is possible to become important to a very-small everyone, to a
connected tribe that cares about this voice or that story or this
particular point of view. It’s still possible to become meaningful,
meaningful if you don’t get short-term greedy about any particular
moment of mass, betting on the long run instead.
The three questions to ask, then, at every editorial meeting: Who is
this for? Will we be able to reach them? Is it meaningful?