There are two options: Make your own rules, or make your own grave.

Google can’t save you.

Here is a short but compelling list of things Google is good for:

  • Figuring out how the hell to poach a wet, floppy fish
  • Ordering purple pimp costumes to wear to dinner at your in-law's
  • Frantically searching the correct pronunciation of the word “GIF”—before saying it out loud at your client meeting in 5 minutes

And here are things Google cannot help you with, ever:

  • Originality
  • Creativity
  • Discipline
  • Practice
  • Experience
  • Trial
  • Error
  • Finding your own fucking voice
  • …And having the guts to actually use it

Everybody’s so busy peeking at their neighbor’s paper, trying to figure out the “correct” way to do everything. They think that if one person had success doing X, in this very particular way, then everyone must do X, in this very particular way.

But what if your neighbor is actually subpar?

Have you considered that? Or have you taken someone else’s success at face value? Tried to imitate it? Do it the way they did? Follow in their footsteps?

Why don’t you trust your own ideas?
Why don’t you trust your own throat?
Why do you always assume that the jackass down the street knows better than you?

There’s no such thing as one-size-fits all—especially in an online landscape where you've got to make your own rules or make your own grave.

I guess the real question is: Do you want to be a knock off or a knock out?

One searches for inspiration. The other is busy being it.

 

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