For many of us, selling ourselves is distasteful. We don’t like interrupting people, convincing them, or bothering them with our needs. We believe that great work will attract the right people at the right time.

And for some of us, this is true—like my favorite mix engineer (whose name you’ve never heard of) who’s been responsible for just about every #1 hit on the radio you can name for the last 25 years. He’s known for shunning the limelight, avoiding interviews, and doing everything from his home in Virginia Beach—as far from LA as possible. Serban Ghenea has pursued career in the entertainment industry that seems contrary to every one of his peers.

Or consider Rick Rubin, making great artists come to him, shoeless and embeardified in Malibu. Living the dream!

But unfortunately, most of us aren’t Serban Ghenea or Rick Rubin—the literal best in the world at what we do. For the rest of us, selling ourselves is in the category of something we may not enjoy but must do.

Still, there’s no denying that if the work is *truly* good enough, the audience will take care of itself.