Most brands think they have fans. They don't. They have viewers. The difference could take 10 years to fix and almost no one has the patience to do it.
Jeff Barrett
Creator of It's No Fluke•Follow
Updated Wed, April 29, 2026 at 9:18 PM EDT
Here’s the uncomfortable truth about fandom: most people talking about it don’t actually understand it. They think they do. They have dashboards, engagement metrics, and a quarterly goal that includes the phrase “build a passionate community.” Yet they are confusing something deeply human with something that feels like it should be easily optimized.
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