Platform

Someone else's land where audiences gather: powerful for discovery, rented by rules you do not write and they may change.

Platforms solve the hardest problem, other people are already there, and charge for it in sovereignty: their formats, their ranking, their moderation, their cut. A presence built entirely on one is a business with a single landlord, and platform history is a record of landlords changing the locks.

The strategy is deliberate tenancy: choose few platforms, on fit rather than fashion, translate the work into each one's manners properly, and route the audience homeward, to the site, the list, the archive. Use the square for the crowd; keep the workshop on your own street.