FIRE
In 1986, on a quiet beach in San Francisco, a few friends gathered around a wooden effigy.
One man struck a match and set it alight.
At first, it was just a few onlookers, mesmerized.But soon, others stopped. Watched. Were drawn in.
That spark became a beacon.
And over the years, it grew — into what we now know as Burning Man: a wildfire of creativity, connection, and light that draws tens of thousands into the Nevada desert each year.
One spark — when placed on the right foundation — became a movement.
But unmanaged, that same fire could scorch everything around it.
One man struck a match and set it alight.
At first, it was just a few onlookers, mesmerized.But soon, others stopped. Watched. Were drawn in.
That spark became a beacon.
And over the years, it grew — into what we now know as Burning Man: a wildfire of creativity, connection, and light that draws tens of thousands into the Nevada desert each year.
One spark — when placed on the right foundation — became a movement.
But unmanaged, that same fire could scorch everything around it.
The Moral of Fire
Fire is fuel — the energy that draws your audience in, the visibility that brings life to your foundation.
But fire also tests your foundation — revealing whether it’s strong enough to hold the heat.
You’ve gone into Water to find your voice.
You’ve built Earth to give it form.
Now, you light the fire so others can see it.
But not all fire burns the same — it can be a candle, a firework, a wildfire, or a hearth.
But fire also tests your foundation — revealing whether it’s strong enough to hold the heat.
You’ve gone into Water to find your voice.
You’ve built Earth to give it form.
Now, you light the fire so others can see it.
But not all fire burns the same — it can be a candle, a firework, a wildfire, or a hearth.
🔎 Understanding Your Fire Options
Here are the four main ways to light your fire:
1️⃣ Build Your Audience
Like tending a candle — slow and steady.
You create your own following through Instagram, newsletters, SEO blogs, and organic content.
This builds trust over time — but requires patience and consistency.
Think of how Casey Neistat built his following by sharing daily vlogs about his creative process and entrepreneurial journey. His consistent storytelling and behind-the-scenes content attracted millions who now follow his projects and investments.
2️⃣ Borrow an Audience
Like lighting up a firework — quick and bright.
You partner with established platforms, podcasts, magazines, brands, galleries, or institutions, who already have your ideal audience.
You “borrow” their light to illuminate your work.
Like how Kerry James Marshall's breakthrough came when he collaborated with established institutions — borrowing the Met's and MOCA's audiences to amplify his powerful paintings about Black experience in America.
3️⃣ Buy Your Audience
Like starting a wildfire — fast and powerful.
You pay for ads on Facebook, Instagram, Google — driving targeted traffic straight to your foundation.
It’s fast, scalable — but without the right systems and strategy, it can overwhelm you and burn out your resources if unprepared.
Like how Mel Robbins invested heavily in Facebook & Instagram ads to promote "The 5 Second Rule" — turning a simple mindset technique into a global movement. Her paid strategy worked because she had the content, courses, and speaking systems ready to serve the massive incoming audience.
4️⃣ Blend Your Fire
Like tending a hearth — warm, alive, enduring.
You combine all three approaches — building your own audience while borrowing others’ and strategically buying reach.
This creates a sustainable flame that grows steadily, flares when needed, and stays alive for the long haul.
Think of how Tim Ferriss operates: he builds through his podcast and blog, borrows audiences by appearing on other shows and writing for major publications, and buys strategic ads for book launches. Each approach amplifies the others.
1️⃣ Build Your Audience
Like tending a candle — slow and steady.
You create your own following through Instagram, newsletters, SEO blogs, and organic content.
This builds trust over time — but requires patience and consistency.
Think of how Casey Neistat built his following by sharing daily vlogs about his creative process and entrepreneurial journey. His consistent storytelling and behind-the-scenes content attracted millions who now follow his projects and investments.
2️⃣ Borrow an Audience
Like lighting up a firework — quick and bright.
You partner with established platforms, podcasts, magazines, brands, galleries, or institutions, who already have your ideal audience.
You “borrow” their light to illuminate your work.
Like how Kerry James Marshall's breakthrough came when he collaborated with established institutions — borrowing the Met's and MOCA's audiences to amplify his powerful paintings about Black experience in America.
3️⃣ Buy Your Audience
Like starting a wildfire — fast and powerful.
You pay for ads on Facebook, Instagram, Google — driving targeted traffic straight to your foundation.
It’s fast, scalable — but without the right systems and strategy, it can overwhelm you and burn out your resources if unprepared.
Like how Mel Robbins invested heavily in Facebook & Instagram ads to promote "The 5 Second Rule" — turning a simple mindset technique into a global movement. Her paid strategy worked because she had the content, courses, and speaking systems ready to serve the massive incoming audience.
4️⃣ Blend Your Fire
Like tending a hearth — warm, alive, enduring.
You combine all three approaches — building your own audience while borrowing others’ and strategically buying reach.
This creates a sustainable flame that grows steadily, flares when needed, and stays alive for the long haul.
Think of how Tim Ferriss operates: he builds through his podcast and blog, borrows audiences by appearing on other shows and writing for major publications, and buys strategic ads for book launches. Each approach amplifies the others.
🪄 Why Fire Matters for a Soulful Business
You can build the most beautiful website, the most intentional brand, the most thoughtful offers —but if no one sees it, it dies in the dark.
Fire is how people find you.It is the bridge between your world and theirs.
When you ignore Fire:
✖ You remain invisible — even after all your inner and outer work.
✖ You rely on luck instead of intention.
✖ You feel resentful because no one comes.
When you overuse Fire:
✖ You burn yourself out with too much traffic and no system to hold it.
✖ You could attract people who don’t resonate with your foundation — leading to chaos.
When you use Fire wisely:
✔ You light your world in a way that feels sustainable and alive.
✔ You attract the right people — not just any people.
✔ You grow — without burning down what you’ve built.
The difference is striking:
Misused Fire: Many artists joined NFT platforms using hype and FOMO marketing to drive quick sales. Most saw their audiences disappear when the bubble burst because they built on trends, not genuine connection.
Wise Fire: Artists like Beeple spent 13 years creating daily digital art before the NFT boom. When opportunity came, his established foundation of consistent creativity supported record-breaking sales because the audience already trusted his commitment to craft.
The lesson: Fire without foundation burns out. Foundation with strategic fire burns bright.
Fire is how people find you.It is the bridge between your world and theirs.
When you ignore Fire:
✖ You remain invisible — even after all your inner and outer work.
✖ You rely on luck instead of intention.
✖ You feel resentful because no one comes.
When you overuse Fire:
✖ You burn yourself out with too much traffic and no system to hold it.
✖ You could attract people who don’t resonate with your foundation — leading to chaos.
When you use Fire wisely:
✔ You light your world in a way that feels sustainable and alive.
✔ You attract the right people — not just any people.
✔ You grow — without burning down what you’ve built.
The difference is striking:
Misused Fire: Many artists joined NFT platforms using hype and FOMO marketing to drive quick sales. Most saw their audiences disappear when the bubble burst because they built on trends, not genuine connection.
Wise Fire: Artists like Beeple spent 13 years creating daily digital art before the NFT boom. When opportunity came, his established foundation of consistent creativity supported record-breaking sales because the audience already trusted his commitment to craft.
The lesson: Fire without foundation burns out. Foundation with strategic fire burns bright.
🌟 Your Invitation
Fire is not just about being seen — it's about being seen by the right people, in the right way, at the right time.
You are not here to scream into the void. You are here to light a flame that pulls your people closer — without burning yourself to ash.
So: Light wisely. Tend your flame. Let it illuminate your world — and guide your audience home.
When you use Fire well, you'll feel it — like those first sparks that became Burning Man: alive, magnetic, impossible to ignore.
It's time to light your fire. And let them see you.
You are not here to scream into the void. You are here to light a flame that pulls your people closer — without burning yourself to ash.
So: Light wisely. Tend your flame. Let it illuminate your world — and guide your audience home.
When you use Fire well, you'll feel it — like those first sparks that became Burning Man: alive, magnetic, impossible to ignore.
It's time to light your fire. And let them see you.
Flares on the Horizon
What it feels like when artists and creatives light their fire and grow with us…
🚀 Turn your business into art,
your marketing into magic, and your audience into a movement.
your marketing into magic, and your audience into a movement.
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