If you’re thinking, “Figure out the kinds of sequences that generate good responses,” you’re still looking for essences. You’re seeking a list of words that can make someone excited.

Instead, the process of making something that people want is the process of learning, through experiment and error, to be the kind of person who can generate needs, wants, and jobs in other people. 

This kind of person is one who notices that a new restaurant in their neighborhood has a line out the door. Instead of walking by, they walk in. 

They stop to notice the soft, earthy color palette of its interior decoration, one that evokes a coastal Mediterranean village. They see the way its menu layers in unexpected ingredients like za’atar, cinnamon, and chile as subtle references to other cultures and traditions. They notice the feelings that this sequence of experience evokes in them, the way it feels familiar and also pleasantly surprising. They know that if they linger on these feelings, they’ll be able to evoke them later—for themselves and for others—in a logo design or an article.

I’ve been trying to be more aware of things happening to me lately.

I know I can be in my head, a million miles away from reality unfolding before me. I feel more comfortable there, if I’m honest. Reality can be uncomfortable, not quite right for me.

As it turns out, when you retreat from reality too often, you start to forget that while it can be uncomfortable sometimes, its contents can be incredible.

I’m finding that the moments I am aware of what’s happening around me are when I am the happiest.

And it turns out, paying attention to reality with your own unique perspective can really make a difference for others.