Like all lessons, it depends on the student. Personally, the author's way of thinking has been immensely helpful. I grew up an optimist, not able to understand why others couldn't see things the way that I did. After a few failed product/content launches and a few years of grinding later my self-bullshit meter is way more sensitive. This has led to me producing better products, features, and generally more success in my work life. Like the author, I assume no one wants to use my stuff at the outset, and this forces me to fight to overcome this.
But again, it's probably more a function of who this advice is given to. I've seen plenty of people get discouraged after making this realization. The key is to be aware that no one cares and then do it anyways.
As an optimist, you could realize that nobody wanting to read your stuff isn't because you suck, it's just because everybody's too busy to give a shit, and not about you personally. (It doesn't rule out you sucking, but nobody wanting to read your stuff isn't a reason to get discouraged.)
Right, this is how I think about it. For the most part, when people ignore you or are apathetic to what you’re doing, it’s not because they have any negative feeings toward you or your creation, but because they are busy and self-absorbed (like all of us), and are likely bombarded by ads and pitches from all angles. Plus everyone is already using 20 saas tools and has 100 books on their reading list and replies to 50 emails per day and so on. Our attention is extremely over-saturated.
Being is this state creates a strong bias against even considering adding another new thing to the pile, so the bar is just very high to get a typical person to care. That’s why it’s better to not seek out typical people in the beginning, but early adopter types who actually like trying all the new things.
Passing judgments ('no one care') on others, has it's own costs down the line. You make it harder for yourself to respect or trust people if it is your starting point.
You can rephrase your approach to - searching for people who meet my needs, while I am able to meet theirs. No judgements required.
But again, it's probably more a function of who this advice is given to. I've seen plenty of people get discouraged after making this realization. The key is to be aware that no one cares and then do it anyways.