I was inconsiderate but now I’m everywhere

In one sentence

To reach people effectively, you must lower the friction of access by distributing your content across the various platforms and formats (audio, video, text, feeds) where your audience already lives.

Why read this (and who it's for)

This is for creators, authors, and thinkers who produce high-quality work but struggle with "reach." It solves the problem of the "silent" creator—someone who builds a masterpiece but expects the world to find it on their own. After reading this, you will stop viewing your website as the only destination and start viewing it as a "master source" that feeds a multi-channel distribution network.

The big idea

Sivers argues that a "me-centric" approach to distribution—where you expect the audience to come to you—is fundamentally inconsiderate. When you force an audience to travel to your specific "town" (your website, your specific platform, or your specific format), you create friction.

The core logic is based on the diversity of human consumption. People do not all consume information the same way: some prefer audio, some prefer video, some prefer physical paper, and some prefer scrolling social feeds. If you have something truly valuable to share, the burden of distribution lies on you, the creator. You must meet the audience in their "city"—the apps and platforms they already use daily.

Key ideas

The Friction of Location

What it is — The idea that making someone come to you creates a barrier to entry. Why it matters — High friction kills reach. If the "cost" of finding your work is too high (too much searching, too many clicks), most people will simply not see it. In, the book — Sivers compares his old behavior to a record producer who lived in New Jersey but refused to come to New York City, forcing everyone else to drive to his small town to meet him.

The Diversity of Consumption

What it is — The recognition that "media" is not a monolith; people have different preferred ways of consuming information. Why it matters — If you only provide one format (e.g., only a blog post), you are ignoring the portion of your audience that only listens to podcasts or only watches TikToks. In the book — Sivers lists specific types: "Some people only listen to audio. Some people only watch video. Some people only read paper books. Some people only swipe feeds on their phone."

Distribution as Consideration

What it is — The moral and practical argument that "good" distribution is an act of kindness toward the reader. Why it matters — It shifts the mindset from "How can I get more views?" to "How can I make it easier for people to find what I have to say?" In the book — Sivers states: "If you have something worth spreading, it’s considerate to spread it widely, to reach people through their favorite medium."

The Master Source Model

What it is — A strategy where a single "home" (the website) serves as the repository for all content, while other platforms serve as distribution points. Why it matters — It allows you to maintain a cohesive brand and archive while still being present in the "noisy" places where people actually hang out. In the book — Sivers identifies his own site as the "master source of everything I make," while simultaneously sharing it on X, Telegram, Substack, YouTube, TikTok, and more.

Frameworks & tools

The Master Source Distribution Model

This is a "Hub and Spoke" model for content creation.

1. Identify the Master Source: Choose one primary location (e.g., a website or newsletter) where the "full" version of your work lives.
2. Identify the "Cities": List the platforms where your specific audience hangs out (e.g., X, TikTok, Substack, etc.).
3. Determine the Native Format: For each platform, decide how to adapt the content (e.g., a video for TikTok, a thread for X, a long-form post for Substack).
4. Distribute: Push the content out to these platforms to meet the audience where they are.

Memorable examples & stories

The New Jersey Producer A record producer lived in a small town but refused to travel to New York City, forcing everyone who wanted to see him to come to him. This serves as a metaphor for a creator who only maintains a website and expects the world to find it. Lesson: Don't make your audience do the heavy lifting of "traveling" to your content.

Key quotes

"If you have something worth spreading, it’s considerate to spread it widely, to reach people through their favorite medium." Why it matters: This reframes distribution as a responsibility to the audience, not just a marketing tactic.

"I was acting like the record producer in New Jersey, making everyone come to my website." (Paraphrased) Why it matters: It highlights the ego-driven trap of thinking our platform is the only place where our ideas can live.

How to apply it

This week

• Audit your "Town": List every platform where you currently share content. Where is the friction? Is it too hard for someone to find your work?
• Identify your "City": Choose one platform where your target audience spends significant time but where you are currently absent (e.g., if you only blog, consider a newsletter or a social feed).
• The "Master Source" Check: Ensure you have a single "home" where all your work is archived, so you aren't just creating "disposable" content for social media.

Ongoing

• Multi-Channel Publishing: Every time you release a "Master Source" piece, commit to adapting it for at least two other formats (e.g., a video, a summary, or a thread).
• The Consideration Test: Before hitting publish, ask: "Is this easy for someone to find in their favorite app?"

Common pitfalls

• The "Build it and they will come" Fallacy: Assuming that because your content is high-quality, people will naturally find it. Sivers argues that quality does not negate the need for distribution.
• Over-complicating the Master Source: Don't let the "Master Source" become a chore that prevents you from actually publishing. The website should be the home, not a barrier to the distribution.

Connects to

• The "Build in Public" movement: This aligns with the idea of being present where the conversation is happening.
• Content Repurposing: This is the technical execution of Sivers' "consideration" principle.

If you remember only three things

• Distribution is an act of consideration for your audience.
• People consume media in different ways (audio, video, text, feeds).
• Your website is the "Master Source," but the "Cities" are where the audience lives.

Internalize it

• Reflection questions

  • Where is the "New Jersey" in my current content strategy?
  • What is the "favorite medium" of my ideal reader, and am I currently ignoring it?
  • If I were a stranger looking for my work today, how many "stops" would I have to make before I found it?

• Flashcards Q: What does Sivers mean by being "inconsiderate" in content creation? A: Expecting the audience to come to your website/platform instead of meeting them where they already spend their time.

Q: What are the four types of media consumption Sivers identifies? A: Audio, video, paper books, and social feeds.

Q: What is the "Master Source"? A: The primary home (like a website) where all of a creator's work is stored and organized.

Q: What is the core principle of "considerate" distribution? A: Spreading content widely across different platforms to reach people through their favorite mediums.

Fidelity note

This summary is based entirely on the provided text. Because the source material is a very short reflection, the "Frameworks" and "Key Ideas" are derived from the direct implications of Sivers' words rather than a complex, multi-chapter system. The summary captures the shift from "Me-centric" to "User-centric" distribution.