We have a couple of options when we set out to create the work that matters to us.

We can aim to create a solid product that gets the job done, or we can aim higher and shoot to create something that changes the people who engage with it.

Neither is inherently better than the other, in fact, each may be better for different groups of people.

What’s important is knowing what we’re creating, who it’s for, and why from the start.

Work that gets the job done almost certainly has a larger potential audience for us to tap into. There is likely more competition, however, with little differentiating our product from our competitors and we risk the commoditization of our work.

Work that changes people requires us to narrow our focus down to a tiny, niche within a niche and creating something specifically for them. If we choose the right audience and create something that resonates, we may have created a monopoly for ourselves within that community.

If we mistarget our niche within a niche, however, we may create something that resonates with no one.

Creating something that gets the job done requires us to put on our engineering hat and figure out how to create something functional, utilitarian, maybe even robust. It requires cunning, decisiveness and action.

Creating something that changes people requires us to first understand and empathize with our audience before creating something that not only gets the job done but moves and connects with people emotionally. It requires patience, thoughtfulness, and heart.

Getting the job done can be achieved with visibility and flashy marketing. People may be quick to engage with us, but equally quick to move on when the next best thing arrives.

Changing people requires building a relationship with the people we seek to serve over time. Our audience may be slow to engage until a foundation of trust has been established, but once built, they’ll stick with us through our blunders and missteps so long as our intentions remain honest.

Investing in getting the job done means keeping our audience at a distance. Provider and user, creator and consumer.

Investing in changing people means enrolling them on a mutual journey. Guiding each other’s actions along the way to our shared destination.

Getting the job done is hard.

Changing people is harder.

The world needs both, and it’s up to each of us to decide what we want to create.

https://medium.com/@jeremyenns/creating-remarkable-work-c3b57b25ea7chttps://medium.com/@jeremyenns/creating-remarkable-work-c3b57b25ea7c