Your calling might never trend. A lot of the best ones don’t.

Attention and worth came apart a long time ago, and it is worth deciding now which one you are chasing. A great deal of genuinely important work never gets looked at: the teaching, the caring, the fixing, the turning up for one person repeatedly over years. None of it photographs well. If your test for whether something matters is whether anyone saw it, you will end up choosing badly for a long time.

Name one thing you would do even if nobody ever heard about it. Spend an hour on it this week, unposted.