Direct access…

To your readers, viewers, listeners, customers or clients is the only thing that really matters these days.

Because everything else is interchangeable.

Products are.

Brands are.

Companies are.

People are.

And yes, even artists, singers, writers and musicians are…

That’s why direct access to your readers, viewers, listeners, fans, customers and clients is so important.

More important than ever before.

So don’t outsource it to one of these middlemen-businesses.

It might look like a smart move at first.

And very cost efficient.

But in the long run it’s very likely that you’d lose access to your readers, viewers, listeners, customers and clients.

Which is always a bad deal.

No matter the cost savings and efficiency gains…

Originally published at yanngirard.typepad.com.