“It’s not for you”

“It’s not for you”
.
We’re not supposed to say that. We’re certainly not supposed to want to say that.
But we must.
“It’s not for you” shows the ability to respect someone enough that you’re not going to waste their time, pander to them, or insist that they change their beliefs. It shows respect for those you seek to serve, to say to them, “I made this for you. Not for the other folks, but for you.”
Two sides of the same coin.
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It’s the freedom to ignore the critics who don’t get the joke, the privilege of polishing your story for those that most need to hear it. . . . This is where you will find work that you can be proud of.[Moi ici: Ter inimigos é bom sinal]
Because it doesn’t matter what people you’re not seeking to serve think. What matters is whether you’ve changed the people who trust you, the people who have connected with you, the people you seek to serve.
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“It’s not for you.”
It’s entirely possible that your work isn’t as good as it needs to be. But it’s also possible that you failed to be clear about who it was for in the first place.”

Trecho de “This Is Marketing” de Seth Godin.