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As Passion Economy grows, more people are monetizing what they love. Kevin Kelly: Creators need to amass only 100 True Fans, paying them $1,000 a year, not $100,000. By segmenting the customer base and offering greater value to top fans, creators can earn a living with a smaller total audience. This strategy is closely related to the concept of “whales” in gaming, in which 1 to 2 percent of users drive 80 percent of gaming companies’ revenue.