What if your beautiful message attracts the wrong people

After yesterday’s post, another thoughtful question came up:

“What if the people who find my message beautiful aren’t my customers?”

Fair point. And a smart one.

Here’s how I think about it.

If the message feels deeply right to you — not pretty, not clever, but right — that’s telling you something about what you stand for.

It reveals the kind of meaning you want to create in the world. And that, in turn, shapes the kind of people who will want to work with you.

So yes, maybe not everyone who finds it beautiful will buy from you. But the ones who do buy will do so for the right reasons. That’s the difference between customers and true supporters.

In other words, if your beauty draws the “wrong” people, it might be worth asking: wrong for what? Wrong for short-term growth, or wrong for the future you actually want to build?

In this sense, beauty isn’t just a filter for your audience, but also a mirror for your own alignment. If it doesn’t feel beautiful to you, you might be compromising what makes your work worth doing.

The people who share that sense of rightness are your audience.

They’re the ones who will stay when trends shift and attention fades.

Keep lighting the path,
Michael

A more nuanced look at beautiful messages

I got quite some pushback on yesterday’s post about beauty. The main objection could be summarized like this:

“Beautiful is subjective!”

To which I say: Exactly. That’s the point.

Beauty is subjective.
It’s why it works.

A message that’s truly beautiful to some will never land with everyone.

Fantastic, I say.

You’ve found your people. It draws in those who see the world through a similar lens, who share your sense of truth and meaning.

Your message turns from a generic something that serves everyone into a beloved something for a special kind of people.

Your audience.
Not: everyone.

The ones who will see the beauty are your audience.

Because when someone says, “That’s beautiful,” what they’re really saying is, “That speaks to me.”

So yes, beauty is subjective.

And I highly encourage my clients to embrace it.

What are your thoughts on this?

Keep lighting the path,
Michael