“My suggestion is, whenever possible, ask yourself: What’s the smallest possible footprint I can get away with? What is the smallest possible project that is worth my time? What is the smallest group of people who I could make a difference for, or to? Because smallest is achievable. Smallest feels risky. Because if you pick smallest and you fail, now you’ve really screwed up.
We want to pick big. Infinity is our friend. Infinity is safe. Infinity gives us a place to hide. So, I want to encourage people instead to look for the small. To be on one medium in a place where people can find you. To have one sort of interaction with one tribe, with one group where you don’t have a lot of lifeboats.”