“I really do believe it is relationship building at scale and it's strange and I will always sort of warn people of this when they're going down this path I was like it will be super weird when someone you have never met acts like you are old friends and it's kind of a one-way thing because you don't you don't read their content right like but they read yours”

Social media is relationship-building at scale — get used to the parasocial

Expect strangers who've consumed your work to greet you like old friends — sometimes with full hugs at events. That asymmetry feels strange at first because you don't know them, but it's the proof your work is doing what you wanted it to. Don't try to flatten it; lean into it. Many of those one-way relationships convert into real two-way friendships, clients, partners, and collaborators over time. The weirdness is the price of building a platform that actually reaches people.