If your entire business relies on social media to reach your audience, you’re essentially renting your relationships.

And just like a tenant, you’re at the mercy of the landlord—aka the platform. Algorithms shift, engagement drops, and suddenly, the people who once saw your work every day are barely seeing it at all.

On the other hand, owning your relationships—through email, direct communication, and real-world connections—puts you in control. No middleman deciding when, where, or if you can reach your audience. When you own your audience, you decide how and when to engage, ensuring that your work reaches the people who care about it most.

Social media is a tool, but it’s not a foundation. Build something solid—something you control. Own, don’t rent.