Hey, I hope you're having a great week and the upcoming Christmas craziness doesn't have you TOO stressed! 🎄

Today, I want to talk about discovery platforms, playing infinite games, and the importance of ownership in your creator business.
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With the recent talks of banning TikTok in the US, millions of creators are about to learn a VERY harsh lesson about building on rented land. In fact, according to this article from CNBC, "Small businesses and social media creators would lose $1.3 billion in revenue and earnings in just one month if the popular app is effectively shut down in the United States on Jan. 19."

If you're one of those creators, I want to provide some reassurance... while it's never easy, things like this don't mean your business is over. And if you aren't one of these creators, keep reading because I want to make sure you never become one on a different platform.

Here’s the thing - I’ve seen this movie before and you have too. Remember Vine? MySpace? The countless Facebook algorithm changes that killed organic reach overnight? The crazy last two years with Google since ChatGPT's launch?

The sad truth is that every time a platform dies or changes the rules, the creators on that platform lose everything they built.

That’s why we’ve always preached building your own platform first. Sure, we've used social media and SEO to grow our email list to what it is today, but the core of our business revolves around our website and email list. Even as we are rebranding the website, we're focused on how we can make our domain as valuable as possible. This allows us to experience some stability when a discovery platform decides to change its algorithm or no longer push our content.

1. So, how can you build a business that isn't dependent on a single discovery platform?
2. And if you are someone whose primary audience comes from TikTok, how can you prepare for the upcoming ban? (If the Supreme Court is unable to stop it of course).

First, let's define what a discovery platform is and how it's different from having your own email list and platform.

I like to think of the differences between the two like this:

1. Social media/Discovery platforms = Renting space on a big tech platform (Meta, Google, etc.)

• That platform "owns" the audience that is coming to that platform to consume your content.
• That platform can decide at any time it no longer wants you on its platform or wants to push your content.
• That platform is capturing MOST of the monetary value of that audience by pushing ads and mining user data.

2. Your website/email list = Owning your own business

• The audience is yours to communicate with how you please.
• The only way you lose this audience is if they actively decide they don't want to be a part of it anymore and unsubscribe.
• You can provide directly what your audience needs and decide how to approach monetization for the audience you've built.

When you're dependent on the traffic of a single platform, you can get banned, fired, blackballed, or have the rules changed on you whenever. It's scary... and not only that... it's exhausting.

But when you own? You get to make the rules.

This is one of the reasons it's important to design your business with the idea of "playing an infinite game".

Finite vs. Infine Games

The concept of infinite games vs finite games comes from James Carse's work, and it's something I'm constantly thinking about in our business. In finite games, like a football match, there are clear winners and losers, fixed rules, and a definite endpoint. But in infinite games, like business or education, the goal isn't to "win" – it's to keep playing and growing.

When you build your business entirely dependent on a single platform, you're essentially playing a finite game. You're at the mercy of that platform's rules, algorithms, and whims. One day you could be crushing it, the next day your reach could be cut to zero.

But when you own your platform and build genuine relationships with your audience through email and your website, you're playing an infinite game. You're building something sustainable that can weather the storms of platform changes and market shifts.

Playing an infinite game means focusing on long-term sustainability rather than short-term wins. It’s about building something that lasts, something that can adapt and grow even when external circumstances change.

When you center your business around assets you own—like your website and email list—you’re creating a foundation that isn’t reliant on the whims of discovery platforms. These platforms are great tools for visibility and growth, but they shouldn’t be the core of your business strategy. Instead, think of them as highways leading back to your own digital home.

So, what does “playing an infinite game” look like in practice with your creator business?

Here are a few key principles to keep in mind:

Focus on Relationships, Not Algorithms

Your audience isn’t just a number or a view count—they’re real people who resonate with your message. By bringing them into your email list or community, you’re creating a direct line of communication that doesn’t rely on a middleman. This connection is more personal, more reliable, and ultimately more profitable in the long run.

Diversify Your Traffic Sources

Relying on a single platform for traffic is like building a house of cards—one gust of wind, and it all comes crashing down. By using a mix of platforms (social media, SEO, paid ads, collaborations, etc.), you spread the risk and create a more resilient business. But remember, these are just tools to drive traffic, not the endgame.

Invest in Content That Lasts

Social media posts are fleeting; they live for a few hours or days before they disappear into the void. But content on your website—blog posts, videos, or resources—can live for years and continue to bring in traffic. Think of this as planting seeds for a garden that keeps growing over time.

Build a Brand, Not Just a Platform Presence

People should follow you for your unique voice, perspective, and value—not just because of the platform you’re on. When your brand stands out, your audience will follow you wherever you go, whether that’s a new platform, a podcast, or even a book.

Preparing for a TikTok Ban (or Any Platform Change)

With these things being said, just in case anyone on our list is heavily dependent on this platform or is nervous about any platform change right now, I wanted to give you some actionable steps to get the most out of your reach before it's too late.

If TikTok has been your primary traffic source, now is the time to start diversifying and bringing your audience onto platforms you control.

Here’s how:

• Promote Your Email List: Use your TikTok bio, videos, and links to drive followers to sign up for your email list. Offer a freebie or valuable resource as an incentive. (If you don't have an email list, Kit offers an INCREDIBLE free plan now that should cover everything you need).
• Repurpose Content: Take your best TikToks and repurpose them for Instagram Reels, YouTube Shorts, or even blog posts.
• Collaborate and Cross-Promote: Partner with creators in other niches or platforms to reach new audiences.
• Use this ban to GROW: Be honest with your audience, tell them you're scared of what you're losing with this ban, and encourage them to follow you to another platform (ideally your email list, a community you own, etc.)

The goal isn’t to abandon these platforms entirely in the future but to use them strategically while ensuring your business can thrive even if one of them disappears tomorrow.

If this all feels overwhelming, don’t worry—you’re not alone. We’ve been through these shifts before many times. It may seem scary when things like this happen and my heart definitely goes out to the many creators whose livelihoods are being endangered by this ban.

But there IS good news. Once you have these systems in place and you begin to move away from depending on social platforms, you’re no longer at the mercy of any one platform. Your business becomes algorithm-proof.

Don’t wait for the next platform apocalypse to start building your foundation. The best time to start was yesterday. The second best time is now.

Here’s a quick action plan to implement over the next 7-12 days to start moving in the direction of being more sovereign as a creator if you haven't already.

1. Set up your email service provider.
2. Create a lead magnet that resonates with your audience.
3. Build your welcome sequence to nurture new subscribers.
4. Promote your lead magnet on TikTok (or your primary social platform).
5. Register your own domain to establish your brand’s home base (see our post here).
6. Set up a simple website or landing page for visitors to learn more.
7. Repurpose your top-performing content for other platforms to decrease dependency (Reels, Shorts, etc.).

You’ve got this. And if you need help, we’re here to guide you every step of the way.

P.S. If TikTok’s your main platform right now, don’t panic - but do start diversifying. Today.

P.P.S. If you're someone who is really stressing about these changes, then feel free to respond to this email and I'm happy to help you get a personalized plan together to make sure that you make it out of this with as little loss as possible.

Quote of the Week

“Finite-minded players do not like surprises and fear any kind of disruption. Things they cannot predict or cannot control could upset their plans and increase their chances of losing. The infinite-minded player, in contrast, expects surprises, even revels in them, and is prepared to be transformed by them. They embrace the freedom of play and are open to any possibility that keeps them in the game. Instead of looking for ways to react to what has already happened, they look for ways to do something new.”​
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― Simon Sinek, The Infinite Game​