Impact First, Then Publicity

Let’s not confuse talking about the work with the work.

To be sure, talking about the work is its own work, but it’s distinct from the work it talks about and secondary in importance. Getting this backwards can open a door to dishonesty about the work we’re actually doing, because we’ve come to care more for a story about the work than the work itself, and, in reality, that story ultimately comes to be about us.

Charlatans work backwards from publicity to impact.