July 13, 2026
12:41 pm
The mistake is to build the gift shop first.
A lot of independent people do this. We make the course, the membership, the coaching offer, the template pack, and the shop. Then we stand in the doorway wondering why nobody has come in.
It’s the wrong end of the building.
The work itself is the museum. The blog, the walk, the field note, the odd little web page, the newsletter, the experiment, the short video made from a day outside: these are the rooms people wander through. They’re where someone gets a feel for how you see, what you notice, the questions you keep returning to, and whether there’s a real person behind the thing.
A useful offer can still sit at the end of that visit. It might be a course, a workshop, a book, a paid community, a print, a small tool, or a way to go deeper. But it works best as something a person takes home from territory they have already spent time in. A souvenir, if you like, but one with a job to do.
This is not an argument against making money from the work. It’s an argument for letting the work have a life before asking it to become a funnel. Build rooms. Leave doors open. Let people see the practice in motion.
The same thing applies to AI. The tools now let one person make far more than they could make alone: pages, drafts, videos, apps, images, research trails, even small strange artefacts. That doesn’t make the human unnecessary. It makes taste, attention, and editorial judgment more valuable. Somebody still has to decide what is worth making, what belongs together, what sounds true, and what can go in the bin.
I’m trying to think of the solo practice less as a personal brand and more as a small studio. The writer, researcher, editor, designer, and technician may now have some machine help. Fine. Somebody still has to walk the road, notice the bird on the fence, have the thought, and decide why it matters.
Make the museum. The gift shop will have something worth selling.