At some point along the way, this effort became a big enough slog that instead of leaning in, most people on the journey backed off and settled on being part of the herd of millions.
Some people, though, set out from the first day intent on doing it often enough, generously enough and creatively enough that they would break through and become one of the handful that gets followed merely because others are following them. Two simple, unrelated examples: You're probably mediocre at Twitter (if we define mediocre as average, then, do the math, most people are). This is a book about mediocrity-about having the impatience to get rid of it and the patience to avoid the problem in the first place. I veered even further off the marketing path with this book, my shortest and one of my most popular books–a book that intentionally asks more questions than it answers.
Our series continues with the book that led to the most questions so far: The Dip.
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