Optimizing Towards Ideals with Austin McConnell | Squarespace Values (Ep. 4)

Squarespace helps me to optimize towards ideals. And today, I'm breaking down how. So, here's the problem with the current state of the internet: it's more important to be seen than heard. And here's what I mean by that. Success on most online platforms is usually driven by the desire to go viral. Often, your success is measured by metrics, not your message. Pick what's popular and copy it. Don't make content you care about. Make content that algorithms say the greatest number of people will watch. Forget about originality, authenticity, and honesty. Optimize toward the hive mind. Optimize toward the like, the upvote, the retweet. Optimize toward popularity. It's more important to be trending than true to yourself. In this regard, most platforms actively discourage originality, because originality has no guarantee of success. As an internet video maker guy, I'm often encouraged by companies to use my audience as a tool to make money. I'm encouraged all the time I'm paid big time to make videos that will appeal to the largest demographic possible, and in order to do that, that means sanitizing and sterilizing my creations so that they can be consumed by a mass-market audience. Don't make stuff that rocks the boat, censor stuff that might offend, and try to be liked by everybody. Here's the problem: sometimes you want to say something that doesn't quite fit the mold. Sometimes you've got a message or a creation that's not popular, that's not able to be distilled into a short social media post that has viral potential. Sometimes you want to create something that goes deeper than that. Something that's more meaningful. Something that's raw and honest. The folks at Squarespace want to help with that. Squarespace says, metrics aren't everything. Optimize towards ideals. Create a personal website that's tailored to you, your message, your business, your art, your way. There's no rat race to the top of the charts to be seen. No begging people to like or subscribe. Your platform, your ideals. Why? Because the ability to create a professional, personal web presence is Far greater than having a high follower count on the latest social media platform. Because sometimes spitting out your thoughts and ideas in 280-character chunks doesn't quite cut it. Sometimes you need a space to go deeper. Squarespace gives you a limitless place to express your values and beliefs. On what other platform can you post images, music, video, text, manage an online store, connect with your audience one-on-one, and easily customize the look and feel of every nook and cranny? Don't waste time and money on some carbon copy, cookie cutter social media page that looks the same as everybody else's. Make something that's you. Something to connect in a real, meaningful way with your audience. Something that can't be censored or misrepresented. Something customizable, original, and personal. I'm a storyteller. Film, books, online video, live performance— the medium doesn't matter, just give me a crowd to talk to. Here's the problem, though: stories take time. Great epics aren't told in 3 minutes, and the ideas I want to express don't always fit into the mold of clickbait content and trending tabs. With Squarespace, I can design a site to showcase whatever I want. If I want to broadcast an original film, I can. If I want to start a podcast, I can. If I decide I want to write out a 250-page novella, I can. If I wake up one day and want to design a board game to be sold through an online storefront, I can. Even if I decide one day to shift careers and open up a local pet grooming business, I can. I, I don't know, I'm spitballing here. Squarespace gives me total freedom of expression, and it affords me the opportunity to constantly reinvent myself. You have your own ideals, thoughts, dreams, hopes, desires, goals, and story. You have your own voice. The decision-making guide for that voice shouldn't be metrics, and it shouldn't be the crowd. Optimize towards ideals. So, what are you gonna make? Ready to shoot? Let's do it!