Be aware over what time frame, with what specific audience, at what depth and what intensity you’re trying to build a following.

Summarized, I guess my complaint about Freddie deBoer is

“He values substance in writing, and believes that too much writing today substitutes style in its place, and that’s true and important. But while he *says* he values style, and thinks it has a place, you sure wouldn’t guess it from reading him.”

(You could say he substitutes substance ABOUT style in its place.)