I find it almost impossible to keep this mindset, but I know its the reality of things today. I’m still in that 20th-century mindset that All the Good Words are Taken.

The hard part is showing up in the right way, in the right places, for enough time that people decide to seek you or your word out in the first place. The hard part is in doing the deliberate, slow work of earning permission, building a tiny circle, the smallest viable audience. Over time, the tribe embraces you, the word (your word) becomes the shortcut to get more of what you offer.

Making it easier for “Find-Engine Optimization” is a way of thinking that takes some time to get used to:

FEO–Find Engine Optimization. Because it’s more reliable to seek to be found by people who were looking for you all along