In an interview, the novelist Ian McEwan once complained light-heartedly about what it was like to go out and market a book after spending all the time creating it: “I feel like the wretched employee of my former self. My former self being the happily engaged novelist who now sends me, a kind of brush salesman or double glazing salesman, out on the road to hawk this book. He got all the fun writing it. I’m the poor bastard who has to go sell it.”
Every artist can relate. Very few of us got into this business because we wanted to have to manage social media accounts or approve an advertising campaign. Writers became writers because they wanted to write. Actors want to act—not spend two weeks on a grueling press tour. The founder wants to be working on their product, not polishing blog posts for some content marketing side hustle.