Digital isn’t he future – it is the present. “Books aren’t going away, paper is. Which sucks, since I love the smell of books. But I write faster than I can print. And now, thanks to digital, that velocity can convert into value for my readers.” That’s the state of the industry. With the infinite shelf space of the Web, with the major publishers approaching irrelevancy, with the long tail knocking down barriers to entry, with behemoth retailers like Borders going bankrupt, with zero printing and shipping costs, and with minimal design and setup costs, digital is here to stay. “Never again do writers have to wonder: Who’s going to let me? Now the only question that matters is: Who is going to stop me? And the answer is, nobody.”
Volume is the vehicle to value. Some authors are good writers, but most are just good businesspeople riding the wave of past literary glory. Volume trumps accuracy. It doesn’t matter if you are right; it matters if you’re everywhere. Volume trumps knowledge. It doesn’t matter if you know what you’re doing; it matters if you’re doing a ton of it. Volume trumps popularity. It doesn’t matter if the world likes you; it matters if your audience loves you. And volume trumps influence. It doesn’t matter if you’re persuasive; it matters if you’re pervasive. Some people have babies, I have books. They’re not as fun to make, but certainly less expensive.
Mainstream is lamestream. Instead of buying tickets for the starving artist lottery, I just went out and created market for what I love.