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Stop giving away your work to people who don't care about it. Distribute it via methods you control. Build your audience deliberately and on your own terms. Be in charge of the relationship with your audience. Avoid unnecessary middlemen. Own your platform. Do you see someone in the wild, not owning their platform? Let them know.

Always. Own. Your platform.

I think the author completely missed an important point here. Before all those platforms the biggest problem was distribution. Platforms have enabled a much more efficient distribution so that if the creators would use it smartly they would benefit.
Let’s say we go back to the era of merely RSS feeds, blogs and such but no search engine. It would be a trillion times harder to build an audience. I mean, you can still do that today, if you really want to make it harder on yourself 🤷🏻‍♂️

I agree completely. We must ensure our content is under our control. That is why I purchased a domain name of my choosing and will display anything I want on it without interference from Big Tech. Some people, e.g. The Zuck, are to controlling, arrogant, and condescending. This poses a major problem for most people. It’s time we all take steps to rectify this.