Why You Think Your Work Is Shit (And Why That's Actually Normal)
The Gap closes when you start telling your story, not when you're ready to tell it
Most community projects and coworking spaces I know have brilliant members sitting three seats apart, each convinced they need an expert's permission before they can help each other solve their problems.
Six weeks ago, I wrote about how comfort becomes complicity - how we're trapped in the Consumer Story, waiting for perfection while the world burns.
But there's another trap: thinking you need to find your voice before you can use it.
I've been through this whole process myself. I keep going through it.
For 10 years in London, I organised hundreds of meetups with fellow creators, including the London Bloggers Meetup, London Podcast Meetup, and Write Club at @Work Hubs.
Same pattern every week:
London Bloggers: People obsessing over SEO before they'd written a single post.
London Podcasters: Endless debates about which mic to buy. No one had recorded anything.
I ran a regular session called "Get Your Blog Moving" - a group of us who couldn't get out of our own way.
All stuck in what Ira Glass calls "The Gap" - that painful space between your taste and your ability.
The Consumer Story Keeps You Waiting
This is the Consumer Story in action. We're trained to perfect the tools before we create the content.
To optimise platforms before we start conversations. To be expert consumers of other people's frameworks rather than imperfect creators of our own stories.
Meanwhile, the systems crushing us depend on our silence. Every hour spent debating email platforms is an hour not building relationships.
Every week spent perfecting your membership model is a week your community stays scattered.
Radio legend Ira Glass understood something crucial: when you're starting creative work, there's a gap between your taste (which got you into the game) and your ability (which isn't quite there yet).
Most people quit in this gap. But he knew the only way through was volume: "It's only by going through a volume of work that you're going to catch up and close that gap."
But here's what Glass didn't say: while you're sitting in that gap, the world is burning. And your voice - however rough around the edges - might be exactly what your community needs to hear.
As Jon Alexander pointed out on our recent Coworking Values Podcast: "We're living through the collapse of the consumer story" - that whole idea of people as passive choosers from fixed menus rather than active creators of solutions.
When the Consumer Story collapses, we either retreat into authoritarianism or step forward into what he calls the Citizen Story - where people become creators, not just consumers.
The Spaces That Found Their Voice by Using It
I've worked directly with dozens of coworking spaces over the years, and they would rather set fire to their hair every day than ask people for their email address.
The excuse is always: "I don't want to spam people."
But the real spam is the fear itself - it keeps you paralysed while your community drifts apart.
Meanwhile, all my favourite coworking spaces started by telling their story before they had it figured out:
Mari, a coworking space founder in Puerto Rico, told me, "I thought coworking was real estate when I came into it. When I saw the community aspect happen, I thought it was just a coincidence."
She had the power to build community all along. It took a hurricane to show her it was already there.
Space4, Urban MBA, Indy Hall, Cowork Lisboa - all began with "we need to gather" before "we need a space."
They told their story while they were figuring it out. Not after they had it perfect.
How to Actually Tell Your Story
Every marketer tells you "share your story," but how do you actually do that when you don't know what your story is yet?
This is why I'm so down with the whole email thing. When you have to write something every week and email it to a group of people, there's a mental difference between posting it on the web and forgetting about it and consciously emailing 100, 500, 2000 people at the same time.
Think of your email newsletter as a never-ending book. You're adding a little bit more to the plot every week. It's not a marketing tool. Everything is an episode, a chapter, a story. That's how you tell the story of your coworking space - as you're living it, not after you've figured it out.
You don't find your voice. You create it. One email at a time.
Like my 750 Words practice - every day I show up and write. Some days it flows, some days I write "I am staring at a screen and having one of those days..." But I always write something. The story emerges through the practice, not before it.
The Gap doesn't close when you're ready to tell your story. The Gap closes when you start telling your story.
Start Your Never-Ending Book This Week
Stop waiting for permission to make a change.
Your never-ending book starts this week.
One email about what you're building, who you're serving, and why it matters.
Send it to whoever will read it - even if that's just 12 people.
Here's your system:
Step 1: Pick your day and time this week
Step 2: Write to one specific person you know who represents your community
Step 3: Share one thing that happened this week that reminded you why you do this work
Step 4: Send it to everyone on your list
Step 5: Do it again next week
Each email is an episode. Not marketing. Story.
The Consumer Story taught us to wait for permission. The Citizen Story says start now.
Your voice exists. Your community is waiting. Your never-ending book starts this week.
The story teaches you how to tell it. But only if you start.
Bernie's Picks
📧 Practice: Start your never-ending book. Send one email a week about your journey. Treat each email as a chapter in your story, not a marketing tool - use Substack, LinkedIn or Medium to get going!
🎧 Video: The Gap by Ira Glass - The original talk that inspired this newsletter. Essential viewing for anyone in the creative wilderness.
📚 Book: Out on the Wire by Jessica Abel - How radio storytelling works, and why it took me years to understand what Jessica was teaching about making invisible processes visible.
🌐 Event: Unreasonable Connection - The world's smallest coworking event. Small groups of coworking community builders who actually run spaces, talking about what actually matters. Wednesday, October 15, 3:00 PM - 4:00 PM GMT+2.
💬 Community: LinkedIn Coworking Group continues to be where good conversations happen about building authentic community.