When I become interested (truly interested) in something, nothing else matters.

Focus becomes seamless. I could “work” 24 hours a day if I didn’t value sleep. It’s all I think about. It’s all I learn about. It’s all I want to do.

I’ve gone through these obsessive cycles many times in my life. First, it was fitness. Then spirituality. Then digital art, photography, and web development. Then psychology, various branches of philosophy, and various “high-value” skills like direct-response marketing and advertising.

But there’s a problem.

If you love learning, and if you have multiple interests, society may have convinced you that trait is a weakness. And you may believe them, because you can easily spend all your time learning and never getting results through doing.

It’s understandable why they think that, though. Most people still have a worldview influenced by the industrial paradigm. They fully believe that becoming a specialist, getting a job that requires you to perform a mechanical string of tasks for 40 years, and retiring at an age where your money can’t be put to great use outside of buying material objects because you were deprived for so long is still the best route to take in life.

I can confidently tell you that your love for learning is a superpower.

It signals that you are high-agency.

It signals that you have a unique point of view.

It signals that you have everything required to turn your interests into a modern source of income.

In this letter, I want to break it all down.

• Why people who learn quickly and have multiple interests are already ahead of most of the population

• How you already do 80% of the work required to make an income (that is, you already research, you just don’t think of it as that)

• Your options to start earning a side or full time income, preferably by discovering and pursuing your life’s work (yes, it’s that deep)

• I’ll provide prompts and templates that help you start making sense of what you want to do

Let’s begin.

Why learners and improvers have more leverage than ever before

Code and media are permissionless leverage. They're the leverage behind the newly rich. You can create software and media that works for you while you sleep.

— Naval

You, as an individual, have more leverage than ever before.

Leverage, in this context, is the multiplier between input and output.

A small action can create a disproportionately large effect, and technology continues to increase the power an individual holds.

Think about it.

When social media became a thing, one person could post an article, a video, a tweet, and reach millions of people. The radio didn’t allow that. Television allowed that, but not for the everyday person who just had something interesting to say. Physical mail definitely didn’t allow that.

This is still possible, but the market has become more sophisticated. Now it requires a touch more skill and strategy.

Now AI is a thing, and the ability to code has been democratized to a large extent. Most average people can build a small-scale digital product, accompanied by a full marketing funnel that used to take teams of dozens of people to build and maintain. This was always possible with information products, coaching, freelancing, and other low-risk business models that one person could operate and make a living from, but now you can do so much more.

Paul Musso, for example, has built a modern philosophy school.

He quite literally teaches philosophy on Substack, and his paid tier includes weekly lectures people can attend.

I’ve talked about this in Purpose & Profit, but I see the good parts of the creator economy as a decentralized education system.

Passionate individuals dive deep into their interests, pull out the compelling parts, make them useful, and teach them. Most people these days get most of their education (related to their goals, not their parents) from places like YouTube and social media, from the creators they resonate with.

The entire business model is: Improve yourself, then improve others.

In other words, if you have interests to talk about, you have a way of building an audience. You have traffic. You have leverage. The difficulty lies in talking about your interests in a way that captures attention and makes them want to follow you.

This is why we built Eden, by the way. It makes it near impossible to not generate ideas worth writing about, and then actually write them. You can study creators, reverse engineer their content, find your unique voice / intellectual signature, and write content that only you could write. You can get 50% off your first month here.

If you understand how to package up those interests into a product or service people will pay you for, you have a way of monetizing that audience. You have a business.

How to turn your love for learning into a business

To the point: you teach your interests.

Or you turn what you would have taught into an implementation tool (as we’ll discuss).

Yesterday, I had someone ask me for advice on what to monetize.

They said that they were trying to do videography for personal brands in the real estate niche. He said, in an ideal world, he wanted to be doing more creative and artistic filmmaking.

I asked if he was making content for his own brand.

He said no.

To me, it was obvious. He should express his artistic side through his own videos and teach videography to personal brands, since he already has some experience in this area. Not only would he attract clients (because the top dogs don’t have time to do it themselves, but they now see this guy as an authority in videography), but he would build a broad enough audience to monetize with some form of education product around videography. Most creators don’t know how to edit, so I think it would work well.

That’s only one example, but the same probably applies to you.

You don’t have a lot of capital to invest, you don’t care to fundraise, and you probably just want to do something creative and meaningful.

For people who love to learn, here’s the gist of what a “business” would look like for you:

• You study your interests. They are inherently valuable because you value them, meaning someone else can value them, and many already value them. (No, people can’t just ask AI, because they often don’t know what to ask.)**

• You learn how to package them. You aren’t Marcus Aurelius. Writing fortune cookie tweets isn’t going to get you anywhere. You must understand attention mechanics and engagement psychology. (Now that you know what to ask AI, research that).

• You weave in your unique voice. Because your audience doesn’t care if you have new ideas. They want your opinion, your point of view, on an idea that works. If you don’t know what that voice is, build it in Eden.

• You turn yourself into the business. Your brand, content, and product all stem from your interests and the transformation they can provide.

Your sole job is to become a researcher and a vessel.

Seriously, you must consider it your full-time job to research. That’s what writers, creatives, and visionaries do. That’s what Peterson does. That’s what Huberman does. That’s what Marcus Aurelius and all your beloved figureheads of the past did. They probably don’t care about being a “personal brand,” but they do care about their interests, so creating content (which was once just considered “writing” before it took the specific form of media on the internet) is their chosen vessel for earning income.

They read weird books. They find themselves in esoteric rabbit holes on the internet. They curate idea sources they love and save them in a safe place. They question what most people think, gather multiple perspectives, and synthesize a unique one. They jot down thoughts like mad scientists. They are all idea workers. They hunt for ideas and share the best ones. 80% of writing comes from research. The other 20% is structuring and writing it the way only you would.

The question then is, how do you actually create a tangible brand, content, and product?

Subscribe now

Your brand is the transformation

When you think of a person you admire, why do you admire them?

Because they have changed your life in some fundamental way.

Their content or product led to a change in behavior.

They first changed your mind, then your actions, and you associated the results of those actions with that person.

James Clear convinced millions of people to adopt tiny habits that went on to make big changes.

Jordan Peterson (in his prime) convinced millions of young men to take responsibility for their lives and pursue meaning.

Alan Watts helped people stop taking life so seriously.

Naval Ravikant taught people the power of digital leverage.

If you heard an idea from Naval, and then noticed the outcome of that idea in your life, you would attribute that outcome to Naval.

So, your brand, as a person with multiple interests, is how you help people change their lives with those interests. The more people you help, the stronger your brand becomes.

Now, people get stuck on this all the time.

They think they need the perfect bio, tagline, or value proposition.

In reality, you don’t need to actually say any of those things. People may read your bio one or two times. Your brand is invisible. It’s an image in people’s minds that accumulates as they read your content, buy your products, change their behavior, and tell other people about you.

All you really need to do is answer 3 questions and have them guide most of your content:

1. Who can you help the most? (What does their life look like now?)

2. What has changed your life the most? (What interests do you see as important?)

3. How can you help other people do the same? (What about their mind and actions need to change, and how can you help them change?)

You don’t need to put the answers in your bio. You never even have to tell people your answers. You simply have to write the content and create the products that help others change. Your brand is created through your content and products.

However, if you struggle to answer even the first question, here’s what I would recommend.

The person you can help the most is your past self.

What situation were you in? How did you get into the interests that helped you change? How can you help people go through the same transformation, faster?**

Don’t think too hard about this, it will refine with time.

Your content is the map

I talk to a lot of people who want to start writing.

As you might guess and as you may have experienced, their problems revolve around the same issues.

They don’t know what to write. They don’t know how to write it. They don’t know what makes their writing different from everyone else’s. They don’t know why people would listen to them over someone else. They don’t see themselves as experts, but don’t understand that experts aren’t the only ones who have audiences. You can build a “student” style personal brand, too. You just learn, research, and share what you found without claiming any results until you actually have results.

I like to think of content like this:

You have your brand (who you help and how you help them change their life).

Now, you treat content like you’re the programmer of a video game.

You have point A - where your audience is now - level 1.

You have point B - where you can help them get to - level 100, or 50, or 10, or 2.

(And even if you aren’t at level 100, you’re allowed to grow. You should grow, actually. You’re the leader here. That’s why you attract “followers.” Entrepreneurship is self-improvement in disguise.)

To make this simple, any idea or content is free game if it lands between point A and point B.

It may help to quite literally draw this map on paper. Add point A to one side and point B to another, then start filling in the middle with topics and ideas:

• Write 2-3 broad topics, like health, psychology, or business (these are your content pillars, your main interests).

• For each of those topics, write 2-3 more sub-topics

• For each of those sub-topics, write 2-3 pain points, principles

Let’s say my brand is to help people become future-proof (it is).

That’s my niche, so to speak. I attract anyone who is interested in the way that I, personally, help people become future-proof.

Then my entire goal with content is to find great ideas and align them with that throughline.

If I’m studying my interests, like flow psychology, and I find an idea I love, like how psychic entropy causes the mind to slowly become disordered with time unless effort is put into maintaining a meaningful hierarchy of goals, then the first question I ask myself is this:

“How does this apply to becoming future-proof?”

And through that question alone, I now have a unique content piece. I am not copying the idea one-to-one. I am applying it to a new domain, from my own voice and perspective.

That’s content creation in a nutshell for people who don’t want to just follow trends and do the latest tiktok dance.

You study your interests, you hunt for great ideas, and then you ask “How does this apply to [my map/mission/brand]?”

However, there’s a bit more to the puzzle.

You still need to be able to package and structure your content.

By "package," I mean the right hook, title, or headline that gets people to click.

Then you need the right structure (intro, body, conclusion) to keep people engaged.

I’ll talk about those in a future letter, but for now, again, that’s why we built Eden. If you are or want to be a creator/writer, consider it the new staple in your workflow. You can discover proven ideas, reverse engineer them, and apply them to your own ideas quickly.

Because if you can’t get people to click and stay, who is going to see your product? Who is going to pay you for what you offer?

In other words, how are you actually going to do what you love (learning) in a sustainable way if you’re always in survival mode and selling a product for your boss rather than yourself?

Your product is the tool

When I first started on social media, I was a web designer.

I started writing on Twitter because I wanted to land clients without doing the exhausting cold outreach I was used to.

As I got clients, and as my service evolved (as my own knowledge did), I found people were coming to me not because they wanted a website, but because they just didn’t have clarity on their brand, content, and product.

So, I helped them, and there was a two-year period where I considered myself a brand advisor. That’s what my web design offer turned into.

The biggest question then was: “Okay, if I write about all these ideas and interests, what do I sell? It feels like I’m giving everything out. People won’t have a reason to buy my product if they already know it all.”

Typically, people just love getting into their own heads.

People just buy things. They probably don’t remember everything they read from you. And they are even more likely to never implement it. Just because you’ve talked about it doesn’t mean people aren’t going to buy something.

There is a better way to think about it, though.

I like to think of my products as tools or systems that help them get from point A to point B.

As an example, I can talk about writing all day. I can teach how I write newsletters, content, and generate ideas. But a tweet or newsletter is usually not the best medium for teaching an entire system through modules, worksheets, templates, and the like.

So if I create a product, like ‘2-Hour Writer,’ that can be the complete system for implementation. A daily set of actions, backed with education, that someone can use to get results.

And if you don’t care to sell an info product because everyone told you they were a scam and you were dumb enough not to question or think, then you can build a software. But again (I’ve learned this through 3 years of failure so far), it needs to be a system. Yes, you can probably vibe code small-scale software quite well if you have agency and understand the iterative process. You love learning, so you should be able to just start building it and ask the AI questions along the way. You can literally start with “How do I start building a software/app/tool with you,” and it will suggest steps. Then you keep doing that until you have a v1. You just ask the question that you’re wondering when you encounter it. The first version will suck, as all first versions do, but you can quickly iterate to the point where it is quite good.

The creator economy, when it comes to monetization, is a systems economy.

You don’t build the next note-taking tool (tried that).

You build the software that helps them do what your info product would have told them to do.

For Paul Musso, with his philosophy school, he could build a learning platform. Or he could keep doing what he’s currently doing, but build a philosophy AI app that helps people think more deeply as a daily practice. Or an app that’s similar to what daily devotions are for those who study the bible. Have daily philosophy lessons that people can make a part of their routine. Who knows if that would sell out of the gate, but that’s what the process of trial and error is for.

For myself, it could be packaging up a part of my workflow. Finding validated ideas, studying why they work, and filtering them through your mission to create your own perspective. That’s what Eden does at this point (yes, I’m promoting it a lot today because we just launched it and there’s a welcome offer, and the MCP is going out soon).

With all of that, this wasn’t a hyper-practical letter.

Because I don’t think that’s what you need.

You just need clarity that this path is viable.

Once you know that, you can figure out the rest, because you love learning.

This letter was just meant to be the spark to show that it is possible.

I’ll write more about this in the future, but until then, I’d encourage you to go down a rabbit hole on brand, content, and online business.

Thank you for reading.

– Dan

Growing on social media is easy.

There, I said it.

I never really had a problem gaining followers, but that could be unconscious competence.

Note: This is a more tactical post. If you get your panties in a bunch when people talk about growing on social media, nobody is holding you hostage and forcing you to read this. There is value in talking about it.

When I started on social media, I wasn’t starting from scratch. I was starting with nearly a dozen failures under my belt. I failed at digital art, drop shipping, multiple agency businesses (ads, SEO, web design), freelance photography, and more.

As a teenager, my entire goal was to make some kind of online business work so that I would never have to work a full time 9-5 in my life. I was going to college simply to have a “buffer period” to make one of these endeavors work. But after all those failures, 5 years in college, and about $20,000 in student loans that continued to stack up... I had to get a “real” job at a web design agency.

At that job, I continued learning and attempting to freelance. Eventually, things started to click, clients became consistent, and I was fortunately able to quit that job.

That’s why I started on social media. Twitter to be exact. I saw other web designers writing content that I had the knowledge to write, and they were using Twitter as a way to attract more clients.

My edge was that my failures taught me so much.

Digital art taught me brand aesthetics. Facebook ads taught me copywriting. Agency work in general taught me networking and communication. Web design led to funnel design. I didn’t even realize that I had picked up all the pieces to building a successful one-person business.

So when I started writing content on Twitter, things just... worked.

That’s my goal with this letter.

Social media is probably your first stab at business. You don’t have these other marketing and business skills. You may even be trapped in beginner hell - writing content into the void - and about to quit because you think social media is just a game of luck.

You couldn’t be any more wrong.

Social media has specific mechanics and levers, like a video game.

If you understand those, you can predictably control your growth.

You can’t just expect to send a post and watch it go viral. The problem with most beginners is that they are so accustomed to social media already that they don’t see it as an entire industry. They don’t see it as a skill that must be constantly studied and practiced.

With that, there are really only 2 things you need to know.

2 levers. That’s it. That’s all you need to focus on.

Treat everything else as a distraction.

If you nail these, growth isn’t that difficult.

I – Do what works, from your own perspective.

People aren’t on social media to find something new.

They’re on social media to hear an opinion on a topic they’re already interested in (that’s literally how the algorithm works).

In fact, when I think about the content I consume, I watch the same things over and over again on YouTube. I could literally see the same exact video title every day for a week, and I’d happily watch it, because I want to listen to the creator’s opinion on that topic.

I love training, and if I had an ounce of muscle for every time I’ve watched a nutrition 101 video, I’d be Ronnie Coleman. Yeah buddy.

This is the single most fundamental aspect of social media growth.

As an example, look at Craig Perry.

His first YouTube video got 144k views.

That’s absurd. That rarely happens.

His second YouTube video got 254k views.

Again... absurd.

How did he do it?

Well, the titles of those videos are:

1. How to remember everything you read

2. How to become dangerously self-educated (complete plan)

Now, if you watch videos in that niche on YouTube, you’ve seen those before.

“How to remember everything you read” is a topic that’s talked about over and over again by productivity and learning creators. Why? Because it works.

“How to become dangerously self educated,” as far as I can tell, is a spin on another title structure that did very well, “How to become dangerously [articulate, intelligent, confident].”

But isn’t that copying?

In some ways, sure, but how can anyone take credit for a title like “How to remember everything you read?” It’s such a general topic. It’s a process. There is no one right way to read that somebody can claim. Imagine trying to say someone stole “how to remember everything you read” when the entire video itself is different. They just decided to talk about the same topic that other people want to watch.

What Craig is doing here is taking an outlier that works and talking about it from his own perspective.

The packaging (title, hook, and thumbnail) are simply there to grab attention. The content inside is all original to Craig.

As another example:

In 2019, I wrote a tweet with the hook, “How to get ahead of 99% of people.”

In 2023, I knew that hook had already done well, so I used it as the title of a YouTube video. It is now my most viewed video on my channel with 1.7 million views.

A few months after that, Mark Manson (author of the subtle art of not giving a f*ck), put out a video with the title, “How to get ahead of 99% of people (Starting today).” He got 4.7 million views.

Then, Alex Hormozi put out a video with the same title. He got 1.7 million views.

Then, Tom Bilyeu retitled one of his older videos to the same thing. It became a 28x outlier with 1.5 million views.

Did it click yet?

These creators aren’t creating the same video. For something as broad as “How to get ahead of 99% of people,” you can fill the content of the video, newsletter, tweet, or reel with almost anything.

One persons video could be about acquiring skills faster while the next persons could be about planning and productivity.

Where do you find high-performing content?

The best creators don’t just post what’s on their mind.

I mean, sometimes they do, I do, and that’s great, they should, but you don’t build your life’s work on randomness and luck. You have a strategy, obviously.

If I’ve been talking about my own clever ideas for too long and growth has slowed, I know I need to throw in some content that has been validated to work - that way I get more eyes on my more esoteric ideas.

The best creators, most of the time, research what works first. Then, they plan out ideas. Then, they start writing.

What most people do is this:

• They search for a creator on YouTube and filter their videos by most popular

• They wait for good reels or tweets to show up on their feed, then save the link in a notes app

• They jot down potential ideas as they scroll or when they see a piece of content working

That’s fine, but it’s time-consuming and slow.

(This is where I transition to a sales pitch for a second).

That’s why we built the new version of Eden.

You can search through our growing database of outlier content, filterable by follower count, platform, and niche. (You will not find this in any other tool, by the way).

You can search for any creator on any platform and filter their content by top liked, top viewed, and top outlier.

You can save any post you find to a board, then chat with it to generate more potential ideas (I chat with my YouTube swipe file board for title variations a lot).

You can also write scripts, articles, and batch-written posts. I do all of my research and writing in here.

We’re launching the new version of Eden starting today (here’s the story of why we pivoted).

But you can get 50% off your first month throughout launch.

If you are a current or aspiring creator/writer - this will give you a massive edge.

Check it out here.

Okay, sales pitch over.

Onto the 2nd lever.

II – You’re going to hate this word, but... networking.

I don’t know what goes through people’s heads when they start on social media.

They think they can just post something good and hope it goes viral.

Sometimes that works, for a select few very lucky people, but social media growth like any other business comes down to manual work and effort put in on a daily basis.

If it were as easy as posting, everyone would do it, and that’s why almost everyone who starts fails... or gets trapped in beginner hell.

“Okay Dan, how else can you grow if it’s not by praying the algorithm makes you famous?”

Let’s break it down.

You want followers.

Followers come from other people seeing your post and liking it enough to click on your profile and follow you.

If the algorithm is like a lottery, how can we manually get more people to see your posts?

Where is the “source” of people on social media?

Other people’s audiences.

If someone has 10,000 followers, what would happen if your post got in front of those 10,000 people?

This is why brands pay so much to partner with creators. It gets them immediate access to a specific audience.

However, if you’re smart, you can get in front of other people’s audiences for free.

All it boils down to is making friends.

Yes, that means you will have to talk to people. In the replies and the DMs. It should take up at least 30 minutes a day. Time block it if that’s helpful.

The goal is to have friends that are willing to share your content to their audience (so you don’t rely on the algorithm anymore). You return the favor of course. You want to build a tribe of people that support each other to get beyond beginner hell.

I call this process non-needy networking.

If you do it right, this is how you:

• Get a 50,000+ follower account to retweet your thread that will result in massive growth (the same goes for any other social platform sharing your post)

• Have connections that will share new growth strategies with you (my friends send me new tips when they come across them)

• Join or create group chats and begin forming your tribe (that you will grow with for much of your social media journey)

• Put your name in more people’s mouths. The more people that know about you, the more work and potential connections will be sent your way. Get your name in front of as many eyes as possible.

Here are the 7 steps.

1) Find someone you WANT to DM

This is not exclusive to making connections. It is crucial for paid work as well.

The common theme between service businesses is that their life is a living hell if they do not resonate with the client they are working with.

Reach out to people that you are inspired by, you would want to work with, you would want to strategize with, or you see potential for mutual benefit.

When you are just starting out, you will have to work your way up the ladder. Start by DMing people who are within your follower range.

Once you have an audience and leverage, you can really reach out to anybody and get a warm response.

Where can you find people to DM?

• The “following” list of accounts that you like. Scroll through and see if anyone catches your eye.

• On the timeline in general. When you see a post you resonate with, make it a habit to DM them using the next steps.

That’s really it. Just scroll on social media and befriend those who pass by you, especially if you resonate with them.

Subscribe now

2) Send them simple praise

Find a piece of their content, work, or current projects that you are truly inspired by.

Then, you have one of two options.

The first is to simply seed a conversation. You just DM them their own post and say something simple.

If their post was something like this:

Most people quit because they forget that you have to be bad at something before you can be good at it. It’s so obvious. You suck. Of course you’re not going to win in 2 weeks. But if you can learn to enjoy extended periods of failure, you will make it very, very far in life.

Then you could respond with:

Damn that’s good. I’ve noticed the exact same thing.

Talk to them like you’re texting a friend. Most cool people are allergic to corporate-speak.

We aren’t even trying to get a response here.

If you do, cool, continue the conversation.

3) Show interest in them

If they don’t respond, you can try reaching out again in a similar manner.

Showing interest is communication 101. Showing interest makes you interesting.

Ask them about their goals or what they’re building. People love to talk about the things they’re passionate about.

This gives you the opportunity to give value (even if YOU don’t have value to give right now).

Let’s assume they respond with the generic “thank you so much.”

Now, you can either find what they are working on from their profile or just ask them.

If you find what they are working on:

What are your next plans with Eden? It’s been crazy seeing you pivot, I’m curious what you’ve got in store.

If you can’t find what they are working on:

What are you building right now? Are you hopping on the AI wave?

Again, just keep the conversation going.

Friendship is the process of gradually letting walls down and aligning on certain ideas.

4) Show you are useful

This is the part that trips most people up.

In order to show that you are a valuable connection, and once you know what their meaningful goals are, your first options are to see where you can help, send actionable tips, send resources, send systems, or send videos you remember that relate to what they’re doing.

Once you do that, the law of reciprocity kicks in. They feel obligated to return a favor, and you’re in a position to tell them you are trying to grow on socials. They may just start engaging with your content, but at the very least, you’re in a much better position to ask them to share something.

As an example, if you find out their goal is to build software, and you watch a YouTube video that has good insights on it, just send it to them and say, “This reminded me of our conversation.”

It’s that simple. Do more of that.

Send things to people when it reminds you of them.

5) Get on a call to make a deeper connection

This part is optional but recommended.

You can skip straight to step 7 after a few days, but I would practice all of these steps at some point.

Most creators get on a call to just say what’s up and talk about what each other are building. Usually, you find cooler people online than you do in real life, so it only makes sense to call them or text them off socials.

When I was starting out, I was getting on zoom calls left and right with people that I wanted to get to know better. It’s more normal than you think... and people are usually open to it when it is clear that you have similar goals as them.

You can also take the conversation to somewhere like Telegram and send voice messages to make yourself seem more human. Most social accounts use Telegram and Whatsapp groups to communicate and strategize.

I’m kind of just teaching you how to be a social person here.

This isn’t some secret strategy. It’s just how you connect with people.

Friends help friends achieve their goals.

6) Send more resources as they come up

Remember their goals and keep an eye out for any content, resources, or people you can send their way. When you find something or someone, send it to them.

I remember you telling me about your plans for [their project or goal]. I found this today and thought you’d find it helpful.

People appreciate this, and rarely anybody does it.

Whenever a friend sends me something like this, I always think, “Wow, they have their shit together. It’s cool that they thought of me and took the time to send this.”

7) If you haven’t already, ask

By this point, you’ve built a pretty damn solid connection.

You’ve given value to the point where they are ready to return the favor.

This can unfold at any time during the conversation, but by this point, you can easily:

• Ask them to join a group chat with others.

• Send them one of your posts that you put a lot of time into.

• Ask any specific questions you have for them without paying for consulting or mentorship.

If your plan is to leverage their audience for growth, be sure to write a post that they would want to share. If the post sucks, they probably won’t want to touch it (go back to step one on how to write good content in this letter, use Eden - 50% off first month for launch). Then, you can send it to them and mention that they inspired that post.

Yo, just wrote this up and thought you’d enjoy it. It was inspired by our previous conversation. I put a lot of time into this and want it to pop off. If you’re able to share it, I’d appreciate it. I’m happy to return the favor however I can.

Even if you don’t get a retweet or share, any engagement will help more people see it, which helps you grow.

You should be reaching out to people almost every day. That’s 50% of your job as a beginner creator. If you are immersing yourself in the environment of your interests, you should see inspirational people that you want to reach out to on a daily basis.

Last tip:

If you want to make this fool proof, start showing up in the replies of the creators you want to make friends with first. Show up more in their replies and they’ll start to see you as a regular. When you DM them, it won’t be cold. They’ll know who you are. That’s optional, but it works.

That’s it.

Those are the 2 levers to actually growing.

If you like this style of letter, hit the like button so I know and I’ll continue making them.

Thank you for reading.

– Dan

Book what exactly?

A hotel for an in-person event happening in June.

(It would be incredibly wise to not put this off until the last minute. If you’re unsure, lock in the virtual event and you can decide to come in person later.)

This is an event for building a future-proof creative business.

If that even slightly interests you, here’s who this is for:

• For introverts with multiple interests - you want to learn how to channel your interests into a creative business you can run as one person.

• For creators who can’t escape beginner hell - you want the strategy to finally start seeing traction.

• For the lonely creator surrounded by people who don’t get it - Your friends don’t understand what you’re building, your family thinks it’s a phase.

• For the expert who can’t package what they know - You have the credentials. You have the results. But every time you try to turn it into an offer, it comes out gimmicky, generic, or vague. You don’t want to launch it.

• For the day-jobber who has one hour at night - You don’t need a 40-step content system. You need one clear, executable strategy you can run in an hour after dinner.

• For the silent expert with no blind-spot mirror - You can’t Google or Claude your way into filling the gaps you don’t know exist. You need to be in a room where someone who’s two steps ahead of you casually says the thing that reframes your entire business.

• For the six-figure creator who’s outgrown their friend group - You’ve made it past the part most people are still trying to get to. Now you need to find people you can relate with.

• For the creator who keeps buying courses and never finishing them - You won’t be able to hide from action in this environment.

Here’s what you actually get when you walk in the door:

3 days of live sessions with 15 speakers.

You may know some of the names, like Kieran Drew and Taylin Simmonds. Great writers who’ve seen a great amount of success on the internet. There are so many cool speakers with vast knowledge.

Beyond that, networking dinners designed to put the right people in the same conversation. The Creator Vault (every session recorded, yours for 12 months). 1 year inside The Living Internet community. The 90-Day Creator Sprint to make sure what you learn actually happens. 3 meals included. All of it at the Sheraton Vancouver Airport Hotel, June 5–7.

Now, for those who are like me:

You’re reading this and two voices have already started defending your current life - they don’t want you to change:

“I don’t know if I’ll know anyone there.”

You won’t, obviously. But we’re making it easy for introverts to meet people without “trying” to. You sit down and come away with great connections.

“What if I book everything and it’s not the right fit?”

Personally, I’d take a bet on yourself and pull the trigger. Imagine a year after the event, would you be upset that you decided to step out of your comfort zone and potentially have a life changing experience?

At minimum, you can lock in the virtual event ticket and upgrade later.

Here’s your two options:

1) Buy your event ticket at thelivinginternet.com. VIP, GA, or Virtual.

Use code “DANKOE” for a solid discount.

2) If you’re not ready, Join the Telegram group. Ask the question that’s holding you up and we’ll answer it. We don’t bite.

The deadline to book a hotel at a discounted rate is in 7 days. We’ll walk you through all of that once you’re in.

I look forward to seeing you in Vancouver :)

At some point, usually in your 20s, you’ll notice that the people around you stop believing in themselves. And no matter how hard you try, you can’t save them. By all means, do not let it infect your mind. Stay on your path.

I was mulling over that thought a few days ago.

And the more I think about it, the deeper the problem goes.

I can’t help but notice that too many people between the ages of 20 and 35 fall into the blatantly obvious vicious cycle.

You get motivated by some external source.

A video, a book, a conversation, whatever.

You feel like this is your moment. You go all in.

You start the business.

You start working out.

You start learning the skill.

But then like clockwork, 2 days, a week, 2 weeks later... you fall off.

You so easily go back to the life you swore you despised.

As if you were addicted to it. As if you preferred it over the life you just said you wanted. As if the desire to change your life was just another form of cheap dopamine that you couldn’t resist.

Life goes on.

You get another hit of motivation.

You start again, from zero.

The cycle repeats. You get frustrated, but not enough to solidify the change.

Then you wake up. One, two, ten years later.

What’s going on?

Why is this such a common thing?

Why is it so damn hard to change your life?

I’ll tell you why, and it’s not anything you’ve heard before. Another video about productivity, motivation, discipline, or dopamine doesn’t even solve half the equation. You’ve watched enough of those, and nothing’s changed.

We need to dig much, much deeper into the mind.

By the end of this letter, I hope you will have what you need to adopt the traits of a wildly successful person.

Specifically, a person with this admirable quality:

To work with tremendous intensity on things that matter to you, and more importantly, to be strangely unbothered when those things don’t work out.

If you actually attempt to understand this letter rather than just read it to horde knowledge, your life will look drastically different in 3-6 months.

Your mind is a collection of survival strategies, that’s why it’s so hard to change

Survival is the mechanical, often unconscious, engine behind every thought, emotion, and action.

Everything you think, feel, or do is rooted in survival.

I repeat, your entire human experience, right now, is directed by survival. This is one of the most important topics you can understand to change your life, because it’s the root of what’s keeping you the same.

There are two types of survival.

People tend to only think of the first one.

1. Physical survival – Like animals, we attempt to reproduce the information in our genes. This is largely solved in today’s world. Most reading this aren’t worried about getting eaten or dying from starvation.

2. Psychological/conceptual survival – We also attempt to reproduce the information in our consciousness. We feel the drive to preserve our non-physical identity. The ideas, beliefs, practices, and worldview that shape our mind.

To understand this, we need to understand the gist of evolution.

Billions of years ago, some self-replicating molecules existed. Some replicated more successfully than others. The ones that happened to build protective structures around themselves (cell walls, then cells, then multicellular bodies) replicated more than the ones that didn’t.

Over billions of iterations, you end up with a world full of genes that are really good at building physical bodies that are able to survive.

Then, human consciousness became a thing.

Don’t ask me how. I don’t know.

But the same process continued.

We have genes that selected and self-replicated.

Then we have memes. You can think of them as genes for the mind.

I’m not talking about memes that you find on Instagram and send to your friend. I’m talking about the original meaning, coined by Richard Dawkins, which is defined as “units of culture that spread from mind to mind.”

Memes are the fabric of the social world.

Memes are the ideas, words, language, concepts, beliefs, and worldviews that allow you to make sense of and survive in the world.

When you were a child, your parents spread their memes to you. Their beliefs, their ideas of what success means, their ideas of what failure means, and the language they speak that allowed you to communicate within your culture. Most of these were installed in your head before you even had the time to question them. You just think “this is how life is” when it’s really been a process of natural selection that has led to how we speak, relate, and communicate today.

Then you went to school. You were rewarded for good performance, solidifying certain memes that benefited the survival goals of society, and punished for bad performance so you didn’t pose a threat.

The most dangerous set of memes right now is the classic go to school, get a job, retire at 65 which represent the pinnacle of success. Anything less is considered failure by those who have not evolved beyond the industrial set of memes. In today’s world of rapid advancement and AI, those are no longer beneficial to success and survival. Culture is evolving.

One important survival mechanism of memes are institutions and ideologies. We create larger structures like religions, nations, political parties, and corporations that have the goal of protecting, perpetuating, and replicating the beliefs and values they were founded on. They try to spread their memes to you, and if they are successful, you’re more likely to attempt to spread them to others, because they are now a part of who you are. They are something you’ve identified with and hold as a part of your “self” (a composition of memes that create a psychological structure/body). Religions want more members, nations want more control, corporations want more customers.

A religion that tells its adherents to have many children and convert outsiders will spread faster than a religion that tells its adherents to remain celibate and keep quiet, obviously.

Same with political ideologies, brands, conspiracy theories, jokes, fashions, video games, coffee, alcohol, team Apple, team Android, team Claude, team ChatGPT, team anti-AI, keto, carnivore, vegan, your morning routine, and really anything else. Understanding this is largely a key to get what you want in life be it money, fame, or success.

Everything is a religion. Your morning routine is a religion. Your political opinions are a religion. Your identity as a gamer, a lifter, a minimalist, a stoic, a craft beer enthusiast... all religions. With social media and global access to information, we’re experiencing the religionization of everything. Very few people actually do things because they want to anymore. Almost everyone’s life is built around actions that allows them to fit into the digital tribe.

The point:

Genes have gotten really good at survival.

Memes have gotten really really good at survival.

They’re primary goal is to persist.

I think you get it. How does this relate to the vicious cycle of trying to achieve your goals and quickly going back to your old ways?

Because the mind is a self-deception machine.

When you try to pursue a goal that would fundamentally change who you are, it’s very difficult to notice, because your mind doesn’t want you to notice, but your ego starts throwing out defensive reactions left and right. Your mind is threatened. Your identity is threatened. Your memes want to survive, and their goal is to persist. Your mind floods with anxiety, fear of failure, irrational thinking, and the closest distraction that will give you a hit of quick comfort. Like an addict going through withdrawals.

When you are physically attacked, your body goes into fight or flight. You do anything and everything you can to survive.

When you are psychologically attacked, the same thing happens. Your mind reacts as if you were just shoved, punched, shot, or stabbed depending on the severity of the threat to your ego/identity.

If you were to deeply observe your reactions, you would realize that they are all dictated by survival. Every single thought you have or action you take centers around the survival of your self-image.

Now, imagine if you were able to reprogram this process so that the opposite happened.

What if you felt threatened when you stopped pursuing your meaningful goal? So much so that achieving the goal didn’t require much discipline, because it’s just a part of who you are?

Subscribe now

You can’t escape the mind game, but you can master it

Effortless self discipline happens when the desire to become the highest version of yourself outweighs the desires of the lowest version of yourself.

The core difference between “winners” and “losers” is that losers are afraid of success while winners are afraid of mediocrity.

The person who does not identify as a fit person will feel threatened when they make the commitment to be healthy. You may not consciously identify as an “unfit person,” but you identify with the preferences, habits, and abilities (the properties of the self) that an unfit person would have.

So your mind starts sending warning signals.

What happens to going out and partying with friends?

What happens to the late-night snacks while watching Netflix?

What happens to relaxing on the couch instead of going for a walk?

Even the little things... what happens to adding a slab of butter to your favorite meal? I really have to give up that extra flavor?

And when the opportunity does come to go out, indulge at night, or relax on the couch, are you going to be able to break that deeply ingrained pattern?

These are four out of thousands of thoughts that would enter the unfit person’s mind.

However, the fit person would feel threatened by the opposite.

This baffles the unfit person. They don’t understand it.

If the fit person travels to a place that doesn’t have readily available clean food and a gym, they feel like all of their gains are going to disappear. They feel like if they eat McDonalds once, they’ll spontaneously combust.

This is largely the secret of successful individuals.

The businessman would feel like a failure if their business started losing revenue, so much so that they would obsess over tactics, strategies, and plugging holes in their business until revenue started to increase. They wouldn’t be able to sleep at night until that problem is solved.

How did you get to this point?

We’ve discussed it briefly, but when you were young, people expected you to act, think, and behave a certain way.

Your parents were influenced by their parents and culture.

Your parents' worldview was passed on to you as a child.

You started growing up, maybe you rebelled, but you couldn’t escape the subtle programming from your teachers, peers, and, even worse in today’s world, social media. You could effectively search up any information on the internet and program yourself into being a part of a tribe whose general actions aren’t beneficial to a meaningful and useful future.

The good thing is, if we want to flip the script from being the person who is threatened by “success” goal to becoming the person who is threatened by a “failure” goal, we can consciously use this process to reprogram our own minds.

I want to teach you how to weaponize your survival mechanism. That way, you can intentionally identify with things that trigger threat responses that push you in a positive direction.

You’ll get results, but you’ll still suffer, just more impressively. The third section is about what to do about that. Don’t skip to it. You can’t transcend a game you haven’t learned to play.

With that said, this won’t happen overnight.

You will have withdrawals. You will have relapses.

But these are what I’ve found the most potent for recreating yourself.

All of these overlap in some way and synergize with each other.

1 – You need a reason with extremely high gravitational pull, and when that one fades, you must find another.

The most intense periods of my life came after I stumbled across a reason to change.

A reason with such an intense pull that I couldn’t focus on anything else but actualizing the positive trajectory of my life. The thing is, this reason doesn’t last forever. You can quickly find yourself back in a rut months later because you let autopilot take over.

It’s difficult to force this reason.

You have to find it in a book, conversation, or experience that happens at such a perfect moment that everything clicks for you. You have to discover it by breaking out of the familiar past and predictable future.

For most people, right when they wake up, they are met with a thought that triggers a behavior, and they start the day as their old self.

You think about the commute to work, which was stressful for you in the past, so you bring that feeling into the present, and now you are stressed and narrow-minded. Then the cascade continues. You experience the feelings and behaviors of your past, which create a predictable future that you don’t want.

Only in the unknown will you find a novel insight that will launch you into the next phase of your life.

How do you start to live in the unknown?

2 – You need to become brutally aware of who you don’t want to become.

The most powerful visualization exercise you can do is this:

For the next day, look at all of your current actions. Look at them all. What you do when you wake up, what you do throughout the day, what you do at night.

Now, sit with a pen and paper and write down exactly where your life is going to end up if you keep doing the same thing.

If you’re honest with yourself, the answer will probably disgust you. And that disgust can be used as an ultrapotent fuel to slingshot in a positive direction for quite a long time, until you need a new reason.

The problem here is that most people are dishonest. It doesn’t really hit them.

Why? Because the self doing the exercise is the self being evaluated.

You’re asking the current identity to honestly assess where the current identity is heading, but the current identity has a survival interest in not seeing this clearly, because seeing it clearly would mean death.

You soften the blow. You rationalize it. You imagine future variables that may rescue you, so changing right now doesn’t really matter.

For this exercise to work, you have to be able to receive the honest answer. You have to observe people in your real life so that you can actually see what your future looks like. And, you need something that has already created a crack. So when you do this exercise, it splits you right open.

What creates the crack?

For most people, something catastrophic and real has to happen before they change. Their car has to break down, or they have a health scare, or a parent dies, or a relationship ends that makes you want to get super jacked. That’s what creates the crack. You can’t be living mindlessly.

Let’s solve that.

3 – You need to change your environment faster than the identity can recalibrate.

Your old self is partly stored in your surroundings.

The people you follow online. Your bed. Your routine. The people you hang out with. That’s a big one and points to why so many people aren’t where they want to be in life. Your identity is often programmed socially. The same person in two different friend groups will behave like two different people. Moreso, when you log on to social media, you also become a different person.

The simplest move here is to wipe your phone or get a new one.

And once you do, only download what’s necessary. Don’t go back to the same social media platforms, accounts, and websites you used to.

The most difficult move that many successful individuals make is to spend a week somewhere new, even if it’s only a few hours away from you in an Airbnb. You just have to break the cycle of repeating the same day over and over again by removing the triggers that keep that cycle going.

Beyond that:

If you want to change your life fast, the most useful thing you can do is immerse your mind in the environment of your future self. Bathe your psyche in the opinions, beliefs, and education that person would have without judgement.

At first, I was curious about starting a business.

I searched for courses and took a few, but it wasn’t until everything I read, every video I watched on a walk, everyone I followed on social media, and all of the conversations I had were about business. I would pick up tips and tricks, but more importantly, I felt like if I wasn’t building a business, I didn’t fit into the environment I was in.

Identity is created through learning. You can’t learn if you react all the time or think you know everything.

You must willingly expose yourself to perspectives you disagree with, and try to understand them.

4 – You need to increase the gap between impulse and response.

Break the pattern today, or you will repeat the loop tomorrow.

The way you start detaching from your old patterns is to do nothing.

Correct, nothing.

This is the only way you can interrupt the survival mechanism in real time.

Everything else, from finding a reason to changing your environment, happens outside the moment of the urge to remain your past self. They create better conditions, but they don’t help you in the 3 seconds when your hand is reaching for your phone.

Your job is to starve the old self that is trying to survive of the normal feedback it receives. This is a difficult practice, but you must observe and examine yourself throughout the day. Are you just repeating yesterday on autopilot? When you read an opinion or belief, are you going to solidify your own stance further by arguing with them in your head and saying how wrong they are?

When you sit with this uncomfortable feeling without making a decision, you train your nervous system to tolerate the gap between impulse and action. From that neutral state, it’s much easier to make a conscious choice in the right direction.

Now, there are plenty of ways to “train” his gap. They’re very popular right now. Meditation, cold exposure, fasting, etc. Anything that helps you delay gratification is useful.

But in my opinion, the most impactful thing you can do is practice somewhat of a 24/7 meditation. You become the observer. You operate from a higher level. You attempt to get really good at expanding and contracting your mind like you would when you’re training a muscle. You zoom out to think clearly, and zoom in to act.

The problem is that people live in a perpetually zoomed-in state.

Survival mode.

Notice it.

Do nothing about it.

Neutralize the impulse and choose your own direction.

Winning the game is how you discover it’s the wrong game

The greatest trait you can acquire is to work with tremendous intensity on things that matter to you, and more importantly, be strangely unbothered when those things don’t work out.

If you’re smart, you’ve noticed something.

We replaced one survival game with another.

Meaning, we replaced one source of suffering with another.

Sure, learning how to stress yourself into building a hyper successful business or aesthetic physique is better (in my opinion) than stressing yourself into a hole of being overweight and broke, but the problem is this:

The business owner will be unhappy until they hit a certain level of money, like $100m dollars, but even once they hit that number, they still have the same identity. If they don’t increase the amount and continue working, they will remain unhappy.

The same happens for the bodybuilder. They won’t be happy until they win their pro card, but unless they have a shift in who they are, they will continue moving the goal post until they have an existential crisis and are forced to change.

This is the crucial piece that so many are missing. I’m sure you know of many business or fitness influencers who represent this archetype of drowning out their lack of fulfillment with more work.

The goal, then, is to play the survival game, because there is a great deal of fulfillment that comes from continuous growth (and life is a bitch if you stagnate), but you must also transcend the game. You remain largely unbothered when things don’t work out.

The question then is, how does one become unbothered?

Well, you can’t try to achieve that, because the bothered self attempting to become the unbothered self is just another survival strategy.

The person who says “I am going to detach from outcomes” has just made not being attached to outcomes the outcome they’re attached to. So it becomes the axis of their suffering. The snake eats its tail.

That’s a big trap here... premature transcendence. You read about detachment or spirituality and immediately identify with it because it sounds like a “higher” operating mode. It’s a status game of who’s more enlightened. In reality, this is avoidance. I was hesitant to put this section in the letter, because most people have to spend years deeply attached before their attachment becomes visible enough to see through.

I know content is supposed to provide something immediately actionable so you can get your cheap dopamine hit disguised as learning and success, but this is a decade-long project.

What you can do, however, is this:

First, continue increasing the gap between impulse and response. Work your psychic muscle. Expand and contract the mind, and be aware of it. Become very familiar with what those states of consciousness feel like.

Second, distinguish pain from suffering. Pain is a feature of life. Suffering is the identity’s refusal to accept the event. Becoming more conscious and open-minded doesn’t remove pain, but it removes the second layer.

The businessman whose revenue drops still feels the punch, but he doesn’t have to feel the subsequent spiral of “this shouldn’t be happening to me, I’m a failure, my life is ruined.”

The intense and unbothered personality is powerful.

It is near the pinnacle of human development across both material and spiritual planes.

They are a walking contradiction.

They fear mediocrity enough to work hard, and they’re unbothered enough to not collapse when things don’t work out.

It is the mark of a mature mind to be able to hold two opposing forces at once.

I hope that you are able to one day master that state.

Until then, thank you for reading.

– Dan

• The link to prompt/skill mentioned on the call: https://drive.google.com/drive/folders/1O5DrbTtmt-RVf-Fioy9QQbKW0DVyDhOc

• The link to more prompts Max provided: https://www.cognitivefingerprint.ai/remixroom

Get more from DAN KOE in the Substack app

Available for iOS and Android

Get the app

Read more

One of them is the version you perform.

The one with the LinkedIn headline, the job, the goals that sound respectable at dinner parties, the five-year plan you recite when relatives ask what you’re doing with your life.

This version is competent. This version is impressive on paper.

This version is, statistically, probably miserable.

The other version only shows up for about forty minutes on a Sunday afternoon. Usually when you’re alone. Usually right after you’ve finished something you actually care about.

For those forty minutes, you are not tired. You are not anxious. You do not need to check your phone.

You feel, for a brief and infuriating moment, like your life is actually yours.

Then Monday arrives and the first version takes back over.

The gap between those two versions is the most important problem in your life. Everything else (the discipline issues, the motivation problems, the vague sense that something is off) is downstream of it.

I call that gap a failure of Identity-Lifestyle Fit.

Product-market fit is when what a company builds matches what the market actually wants.

Before you have it, every day is a grind. Founders describe it as pushing a boulder uphill, convincing people to care, tweaking the pitch, and burning cash.

After you have it, the market pulls the product out of your hands.

It’s the day you’ve been waiting for.

Identity-Lifestyle Fit is the same phenomenon, but the product is you and the market is how you live.

When you have it, your calendar is inviting rather than daunting. The work you do feeds the person you’re becoming. Discipline stops feeling forced and starts feeling effortless. You wake up and rather than hiding from the day by pressing snooze, you can’t wait to get up. Very few people can say they have this type of life.

When you don’t have it, you are in a constant but quiet war with your own life.

You set goals and miss them.

You build habits and drop them.

You achieve the thing you said you wanted and feel nothing.

You spend your twenties optimizing a life you never consciously chose, and then wonder 40 years later why you did that at all.

Most productivity and self-help advice is a bandaid over this, so it’s important that we get to the root, which is deep in your head.

You don’t need a better morning routine.

You need to figure out whose life you’ve been living.

Why this letter may give you an existential crisis

In the next few minutes, I’m going to show you three things.

First, why the beliefs running your life were installed before you were old enough to consent to them (and the research that proves this isn’t just a feeling).

Second, how to surface the specific belief that’s currently keeping you stuck in whichever area of your life feels most off right now.

Third, a seven-day protocol for testing that belief against one you’d actually choose.

If you do this honestly, you will not finish the week the same person who started it.

That’s the point.

This will be incredibly comprehensive.

We are going to dig deep into your psyche.

All I ask is that you set aside time to actually read this.

Resist the urge to get distracted, even if every sentence doesn’t give you a little hit of dopamine. You have to earn it with this letter.

If anything, atleast read to Phase 2, The Inversion Test, of the belief interrogation... because that alone made me question much of my life as I wrote it.

I - How life-determining code got written in your head without your permission

Every person alive is running on a set of beliefs about what will make them happy.

These beliefs are mostly invisible to the person holding them.

They feel less like opinions and more like how reality “obviously” is.

The person grinding toward a million dollars genuinely believes the million will fix something. The person chasing the relationship genuinely believes the relationship will save them. The person building the business, the body, the audience, the farm, the family... all of them are right, in the sense that they’ll feel a real hit of meaning when they get there.

And all of them are wrong, in the sense that the hit wears off in weeks and they’re left standing in the same body with the same nervous system, wondering why the thing didn’t do what it was supposed to do.

This is how the mind works.

We move toward what we believe will make us whole.

The problem is almost nobody stops to ask where those beliefs came from.

A thousand years ago in ancient Japan, there was an old Zen monastery holding a sesshin (their enlightenment intensive). These were multi-day retreats where monks would meditate for their enlightenment.

During an intensive, an annoying cat wandered into the room and began meowing. At first, the monks ignored it, but the cat kept going to the point where the monks became agitated by the noise.

The Zen master instructed one of the young monks to go tie the cat outside in the front of the monastery by a post so it couldn’t sneak back and disturb them.

The sesshin continued, and it turned out to be a retreat where more monks than usual achieved their enlightenments during that intensive.

Centuries later, monasteries throughout Japan would adopt the practice of tying a cat outside the front door.

One young monk, new to the monastery, was tying up the cat when he asked the Zen master, “Why are you forcing me to tie this cat outside? What’s this going to do?”

The Zen master replied, “This is the cat of enlightenment. When we tie this cat outside, it causes more of the monks to have their enlightenments. So do as you’re told.”

And the young monk did just that.

Whether the story is literally true doesn’t matter.

What matters is that you are the young monk, and your entire life is full of cats you tie up every day without asking why.

Subscribe now

Your operating system was installed before you were old enough to object

Between the ages of roughly two and seven, your brain runs in a state called theta wave dominance. It’s the same brain state adults pay hypnotherapists to access.

You absorb everything.

You don’t even really have the ability to determine whether or not the information is good.

The tone your mother used when money was tight. The way your father talked about his boss. Whether ambition was celebrated or resented at the dinner table. Whether curiosity got you praised or told to sit down. Whether you were loved when you performed or loved when you existed.

By the time you’re a teenager, those patterns have hardened into what feels like your personality, or at least that’s what we call it.

By the time you’re twenty-five, they’re foundational pillars in your psyche. You can’t just remove them or else everything the pillars support will crumble.

This is why the twenty-nine-year-old who “suddenly” quits the corporate job to start a business isn’t what most people think. He’s not impulsive or taking a massive risk.

Instead, he’s been running a script his parents wrote in 1998, and somewhere around his late twenties he accumulated enough contradictory evidence to finally question it.

The script breaks.

He either writes a new one or finds a new script to follow.

Most people find a new script.

Your job (if you want your life to feel like yours) is to write one.

The data is unfortunately, uncomfortably specific

If you think I’m just speaking nonsense, the research is worse than you’d guess.

The World Values Survey has tracked the beliefs of over 100 countries since 1981. It’s the largest dataset on human values ever assembled.

The core finding, after four decades of research: your values are overwhelmingly predicted by the survival conditions of your childhood.

That is, the economic and cultural pressure you grew up inside.

People raised in scarcity prioritize security, tradition, obedience, and in-group loyalty. People raised in abundance prioritize autonomy, self-expression, creativity, and meaning.

This means the “values” you’re defending as your “deepest truth” are, statistically, a pretty accurate readout of your parents’ tax bracket and country they lived in 1998.

For understanding, you can argue that Christianity (or whatever belief system) is the one true religion, but if you were born on the other side of the world, you would not believe that. You would be a completely different person on a different life trajectory. You can talk about abundance and energy as a laptop lifestyle bro who moved to Bali, but you can’t deny the fact that the culture and ability to live like a king largely shaped those beliefs.

That should bother you.

It bothers me.

If you never interrogate the script, one of two things happens

Option one: you succeed at it.

You hit the milestones assigned to you. You get the job, the salary, the partner, the house, the kids, the retirement account on track.

And somewhere around thirty-five or forty, you realize you are exhausted in a way sleep doesn’t fix, and the life you built doesn’t feel like a life. It feels like a performance you can’t stop performing because too many people are watching.

This is the “midlife crisis.”

But you can have this crisis well before midlife if you want, because waking up inside someone else’s goals is the cause, rather than age.

Option two: you fail at it.

You can’t sustain the discipline to chase goals that aren’t yours, so you drift. You half-start things. You consume other people’s lives on your phone for three hours a night.

You tell yourself you’re lazy, or broken, or unmotivated, when the truth is simpler and more humiliating:

You can’t commit to the life because the life isn’t yours to commit to.

There is a third option, but very few people take it.

Because it requires doing the one thing the script was specifically designed to prevent:

Questioning the script while you’re still young enough to write a different one.

That’s what the rest of this letter is for.

II - How to recreate yourself by interrogating your beliefs (a 7-day protocol)

It is only those who are in constant revolt that discover what is true, not the man who conforms, who follows some tradition.

- Krishnamurti

There are two types of beliefs operating your life:

1. Inherited beliefs - the ones installed during childhood by your environment, parents, culture, and survival conditions. These are unconscious. You didn’t choose them.

2. Chosen beliefs - the ones you consciously decide to live by after examining your life. These are intentional and iterative. They change when experience demands.

Most people don’t even think about these.

Or worse, they think they have certain beliefs and their actions say otherwise.

This is why most people feel unfulfilled. Their stated values and their actual values are different values, and they don’t know it.

The next seven days are a protocol for finding out which is which.

Before you start, pick one domain of your life that feels most off right now. Health, career, creativity, finances, relationships.

Just one for now.

You can pick other ones if you want to repeat it for future weeks, and if you do, those 5-6 weeks will be the most transformative era for you.

III - Phase 1: The Excavation (Days 1-2)

Before you can test a belief, you have to find one.

This is harder than it sounds.

Your inherited beliefs are not labeled. They show themselves in your daily actions, but those actions are too normal for you to notice. They feel exactly like your own opinions.

In fact, they feel more like your own opinions than your actual opinions do, because you have never had to defend them.

They’re the water you’re swimming in.

The only reliable way to surface an inherited belief is to work backwards from your behavior.

What you actually do, every day, is a confession. Your calendar, your bank account, your screen time, and the things you say yes and no to... these are the honest signals of what you believe, regardless of what you tell yourself or anyone else.

This phase takes two days. The goal at the end of it is one written sentence (one belief) that you can test in Phase 2.

Day 1: The audit

Answer these four questions in writing.

Not in your head. In writing.

(You should be pulling out a paper or notes app right now).

The act of forming the words is where the belief shows itself. It will resist being named, and you’ll watch yourself soften the answers as you type.

Don’t let yourself.

The more the answer embarrasses you, the closer you are.

Remember the area of your life you chose above. The one that feels the most “off” like health, relationships, money, creativity, etc.

Question 1: In this area, what do I say I want?

The polished version. The one you’d give at dinner with trusted friends.

“I want to build a side-business.”

“I want to be in the best shape of my life.”

“I want to do meaningful creative work.”

Whatever your stated goal is, write it down exactly as you’d say it out loud.

Question 2: In this area, what does my actual behavior reveal I want?

Now look at last week.

What did you actually do? No masking the truth by focusing on the one productive block where you got something done. Think about the entire week.

Where did your time go? Where did your money go? What did you open your phone to do when nobody was watching?

Write the answer as if you were describing a stranger whose life you’ve been observing.

This is an important part.

The stranger’s wants are different from the wants you claimed in question 1.

Name them.

Question 3: What would I have to believe for the stranger’s behavior to make sense?

No man can think, feel, will, nor even dream, without everything being defined, conditioned, limited, directed by a goal which floats before him.

– Alfred Adler

This is the question where the work you’re hiding from reveals itself.

A person who says they want to build a business but spends their evenings watching other people build businesses on YouTube must believe something that makes consuming feel like progress.

A person who says they want to be in the best shape of their life but has skipped the gym for three weeks must believe something that makes skipping feel acceptable.

Behavior is never random. It is always the output of a belief and a goal. Usually one the person would deny holding if you asked them directly.

I beg of you to understand this.

It’s the difference between saying and displaying.

You may say you want to build a business, but you display that you just want to stack evidence that you tried and it didn’t work, so you stop trying without having to admit you were scared to actually succeed.

Back to question 3, write down what that belief would have to be for your behavior to make sense to a stranger. Phrase it as a sentence starting with “I believe...” and finish it in a way that would actually produce the behavior you described.

Examples of what might come out:

• I believe that preparing to start is the same as starting.

• I believe that if I commit fully and fail, I will not survive it.

• I believe that I am only lovable when I am producing.

• I believe that wanting something publicly is humiliating unless I already have it.

• I believe that rest is something I have to earn and I haven’t earned it yet.

None of these sound like beliefs a thoughtful adult would choose.

That’s the point.

You didn’t choose them. You inherited them.

Question 4: Who in my life, living or dead, would nod if they read that sentence?

Somebody taught you this.

Not with a lecture. With a thousand small moments.

A parent’s tone of voice when you came home with a C. A coach who only gave you praise after a win. A friend group that mocked anyone who tried and failed publicly (for some reason it’s cringe to be a try hard). A grandparent who survived something hard and passed the survival posture down as a family value long after the danger was gone.

Name the person, or the type of person.

We’re not blaming the person here. We’re just deepening the identification of the belief.

You are doing it because a belief whose source you can see is a belief you can question.

Day 2: The confirmation

Day 2 is for checking whether you actually found the belief, or whether you found a decoy.

Because the mind is tricky, and it will always try to deceive you.

They look like real beliefs but the ones that sound deep but wouldn’t actually change anything if you inverted them.

A real inherited belief, named correctly, should make you slightly nauseous to read back. It may even trigger full on disgust. So much disgust that you can’t imagine yourself believing it anymore.

If your Day 1 sentence feels noble or admirable or insightful, you haven’t found it yet. You’ve found something you’d post on Instagram.

Run the sentence through these three tests:

Test 1: The specificity test.

Does the sentence point at one specific area of your life, or is it a general platitude?

“I believe I’m afraid of failure” is a platitude.

“I believe that if I launch the business and it fails, my father will finally have proof that he was right about me” is a belief.

The first one is a theme. The second one is a pillar in your psyche that if removed will be painful, but will then allow the potential to recreate yourself. You can decorate an old house, but if the foundation is rotting, you’re solving the wrong problem.

If your sentence reads like a book title, go back and write the version you wouldn’t say out loud.

Test 2: The prediction test.

If your sentence is the actual belief, it should predict your behavior in situations you haven’t considered yet.

Try it. Given this belief, what would you expect yourself to do next time you had a chance to publish something? Ask someone out? Raise your rates? Spend a Saturday alone?

If the belief accurately predicts your behavior across three unrelated scenarios, there’s something there.

If it only explains the one behavior you started with, it’s probably a narrower belief masquerading as the root one. Keep digging.

Test 3: The resistance test.

Read the sentence out loud. Then read it again.

If a part of you wants to add qualifiers (well, it’s not exactly that, it’s more like...) that resistance is the signal.

You’re close. The belief is defending itself.

Let the resistance happen, then write the sentence one more time, more honestly than before.

The final version is the one you take into Phase 2.

What you should have at the end of Day 2

One sentence. Written down.

Specific enough that you could explain it to a stranger in thirty seconds. Uncomfortable enough that you don’t want to share it with anyone.

That sentence is the belief you will invert in Phase 2. Everything downstream of this moment depends on it being honest, so spend the time to get it right.

Most people will not.

Most people will write something vaguely self-critical, feel proud of themselves for the introspection, and move on without changing anything.

You are welcome to do that. It will feel productive for about a week and then your life will return to exactly the shape it had before you started reading this.

The alternative is to write the sentence you don’t want to write.

IV - Phase 2: The Inversion Test (Days 3-5)

This is where it gets uncomfortable.

Because testing requires you to act against the exact instinct that has kept you safe your entire life.

Your nervous system does not distinguish between “this belief is outdated” and “if I act against this belief, I will be cast out of the tribe and die.” It treats them the same.

That is why inversion feels like physical risk even when nothing is actually at stake.

The goal of this phase is to design one small action that contradicts the inherited belief you surfaced, take the action, and watch what your mind does in response.

The watching is the work. Not the action.

When you act against an inherited belief, your brain will flood you with reasons the action is a mistake.

You do not need to fight it. You need to see it clearly, name it, and keep going.

Here are seven inversions, each targeting a belief I see chewing up ambitious people in their twenties and thirties.

Pick the one that makes your stomach drop.

That’s the one you need.

1. “I need to finish learning before I start.”

You’ve bought the courses. You’ve read the books. You have a Notion database of strategies you’re going to implement “once you’re ready.”

You’re not going to implement them.

You use learning the way other people use Netflix. It’s a way to feel productive while not actually risking anything.

Inversion: This week, publish something unfinished.

A post, a product, a landing page, a first client offer. Doesn’t matter.

Ship it before you feel ready. You will not feel ready.

You will probably feel like your survival is at stake.

Watch for that feeling specifically. It is the one you’ve been organizing your whole adult life around.

2. “I just need to be more disciplined.”

Every time you fall off a habit, you conclude you need more discipline.

So you build a harder system. You buy a new planner. You try the 5am thing again. It works for a few days and falls apart.

You blame yourself.

Inversion: For three days, do not try to be disciplined. Do not force a single habit.

Instead, track what you naturally do. What you reach for when no one is telling you to do anything.

Most people discover that when they stop forcing themselves to do things, the life underneath isn’t one they actually want to live.

And that’s okay, that can be changed.

That’s what you’re trying to realize here... that you don’t lack discipline. Instead, you just don’t want to do it, and you should probably act toward the thing you want.

3. “I’ll pursue what I want after I have financial security.”

You have a number in your head.

Six figures saved.

Enough to quit.

Enough runway.

The number keeps going up.

Every time you get close, the goalposts move, because while you think the belief is about money, it’s not. You’re waiting for permission.

You are waiting to be told it’s okay.

Inversion: This week, spend 90 minutes on the thing you would do if money were handled.

Not “work on the side project.” The actual thing. The one you’re embarrassed to say out loud.

Write the novel. Sketch the building. Draft the album.

You live in the 21st century. You can do whatever you want.

Do it badly. Do it in secret if you need to.

The goal is to prove to your nervous system that pursuing the thing does not kill you. Which is what it currently believes.

4. “I need to build a personal brand.”

You post because you’re supposed to post.

You’re building an “audience” for a product you haven’t made, teaching a skill you haven’t mastered, performing a version of yourself that you curated by studying three creators you kind of resent.

You tell yourself this is self-actualization.

Even though this is something I preach and recommend, the last thing I want is for you to be assigned a belief by the person who tells you not to be assigned beliefs.

Inversion: This week, write one piece of content that would cost you followers.

Share the opinion you’ve been softening. Say the thing your niche doesn’t say.

If your output is so calibrated that it couldn’t possibly alienate anyone, you aren’t building a respectable brand. Everyone is unfortunately a clone nowadays. I’m personally taking weeks off at a time to prevent this.

Find out what happens when you aren’t trying to perform.

Usually, the people who were going to unfollow were never your audience anyway.

5. “I should have figured this out by now.”

You are 26, or 29, or 32, and you have a clock in your head telling you you’re behind.

It’s humorous when you gain perspective.

Your friends are getting married. Your college roommate got promoted. You look at LinkedIn and feel nauseous.

You work harder to catch up to people whose lives you do not actually want.

Inversion: For seven days, delete the apps that tell you what other people are doing. All of them. Instagram, LinkedIn, X, whatever you use to benchmark yourself.

Do not replace the time with more work.

Just let it be empty.

Most people discover within 2 days that the urgency they’ve been running on wasn’t theirs. It was manufactured by watching a highlight reel of strangers.

The belief running this pattern is “my life is a race against people I don’t know.”

Remove the input and see if the feeling survives.

It usually doesn’t.

6. “I’ll be happy once I hit the goal.”

No you won’t, and you know it.

You have hit goals before.

You hit them and felt a three-day high and then felt nothing and set a new goal.

This has happened enough times that a sane person would update their model.

You have not updated your model, because updating would require admitting that the thing you’ve organized your life around doesn’t produce what it promised.

Inversion: Write down every meaningful goal you’ve achieved in the last five years. Next to each one, write how long the satisfaction lasted.

Be honest.

For most, the satisfaction maybe lasts a week maximum.

Now look at your current goal (the one you’re grinding toward right now) and ask, without flinching, whether there is any evidence at all that this one will be different.

7. “I don’t want to be like them.”

There is a person, or a group, whose life disgusts you.

The corporate lifer. The Instagram wellness girl. The crypto bros. The non-tradwife. The 9-to-5 middle manager.

You organize a lot of your identity around not being them.

Your career choices are partly negative. Not because of what you want, but because of what you refuse to become.

Inversion: Sit down and write what you’d do with your life if the person you most define yourself against did not exist.

If there was no one to be unlike.

Most people discover that a surprising amount of what they call “their path” is just the inverse of someone else’s.

Finding out what you want in the absence of an enemy is one of the most clarifying exercises available to you.

How to actually do this

Pick one.

Not three. Not all seven. One.

The instinct to do all of them is itself a form of avoidance. If you’re busy running seven experiments you don’t have to fully commit to any.

Pick the one that made your stomach drop when you read it. For me, it’s number 7. That’s the belief doing the most damage.

Run the inversion for three days.

Keep a note on your phone (not a journal, a note) and write one sentence every night: what did the old belief say today, and what did I do anyway.

That’s it.

At the end of three days, you will have done something almost no one does. You will have generated firsthand data about whether the beliefs running your life are actual pillars or just loud.

Everything after this point is a matter of what you decide to do with that data.

V - Phase 3: The Verdict (Days 6-7)

By now, you have have a lot of power in your hands.

You surfaced a belief running your life without your permission. You designed an experiment to test it. You ran the experiment and watched what your mind did in response.

You have five or six days of data/evidence about what happens when you act against the script.

The last two days are for deciding what to do with that evidence.

Sit down with your notes and answer three questions.

These are not prompts. These are decisions.

Did acting from the chosen belief feel more alive, even when it was uncomfortable?

Alive is the key word.

Not happier. Not easier. Not more productive.

Alive. Meaning present, engaged, awake in your own life in a way you usually aren’t.

If the answer is yes, the chosen belief is closer to the truth of who you are than the inherited one.

And the discomfort you felt is a sign of growth. You have learned that the thing you feared has not, in fact, killed you.

Did the inherited belief hold up under examination?

Sometimes it does.

This is not a failure. Some of what you inherited is worth keeping.

But keeping it consciously, after examination, is different in kind from keeping it by default.

The inherited belief you chose to keep is now a chosen one.

That upgrade alone was worth the week.

What will you refuse to go back to?

This is the decision that matters.

Not what you’ll do. What you won’t.

Write one sentence, specific and non-negotiable, that names the version of your life you are no longer available for.

I will no longer live as if I need permission to pursue what I want.

I will no longer treat rest as something I have to earn.

I will no longer perform a version of myself to keep people who don’t know me comfortable.

Whatever it is. Write it, date it, and keep it somewhere you’ll see it.

That sentence is the only real output of this entire week.

Everything else was scaffolding to get you to the point where you could write it honestly.

VI - Please close the gap

Go back to the beginning of this letter.

There were two versions of you walking around. One was the version you performed. The other was the version that showed up for forty minutes on a Sunday when nobody was watching.

The entire point of this protocol was to start closing the gap between them.

Not by discovering some hidden true self buried beneath your conditioning (there is no such self, and the people selling you one are charging too much for it).

But by noticing, in real time, which version of you is making each decision. And slowly, deliberately, giving more of your life to the one that actually feels like yours.

That is what Identity-Lifestyle Fit is.

It is a practice of choosing, on repeat, over years, the beliefs that compose your mind and behavior.

The belief you questioned this week is one of probably fifty that are still running. You’ll surface the next one when you’re ready.

The work does not end. The work becoming conscious is the thing that changes.

Here is what I can promise you:

If you do this honestly (this week, and again next month, and again the month after) your life six months from now will not look like your life today. At all.

All without optimizing your routine more or working 12 hour days.

Because you stopped spending your one finite life performing a script written by people who did not know you, could not have known you, and in most cases meant well anyway.

The version of you that shows up on Sunday afternoon is a preview of what your life feels like when it’s actually yours.

Most people never get more than forty minutes of it.

You are not most people, or you would not have read this far.

– Dan

Or to start writing essays if you aren’t already.

No, not like the essays you were assigned in school.

I’m talking about one of the greatest tools to learn faster, think deeper, improve the articulation of your ideas and beliefs, and avoid being replaced by AI.

But those are the selfish personal benefits of writing.

There’s something deeper.

The modern information environment is breaking our ability to think, and most people don’t even notice. Essays might be one of the last forms of content that actually develops your capacity to make sense of reality.

We are living through the largest-scale production of fake thinking in human history.

The consequences are quite high, and only a select few people care.

In this letter, I want to show you exactly how this fake thinking epidemic (if it goes on as it is) will not only make your own life worse, but potentially lead to the collapse of society.

Then, I want to help you write your first essay so you can fix one of the most precious resources you have - your mind.

(Turning it into a career or side income doesn’t hurt either).

I – The internet isn’t dead, but it’s killing us

The written word as the primary type of media was probably required for democracy to work, because it required the capacity to pay attention to an idea for long enough to understand it. — Daniel Schmachtenberger

Social media and AI are quite literally a threat to civilization.

I know that sounds insane.

How could scrolling on Instagram actually lead to the collapse of society? Watching a little TikTok dance can’t hurt, right? Reading someone’s 5 second opinion about Trump on X is just a part of your lunch break, yeah?

Yes, but only when you are so focused on yourself.

When you zoom out and see what’s really at play, it’s hard to unsee.

There are 3 layers to this.

Stick with me here, because this goes deep.

The first layer is that the epistemic commons is becoming poisoned.

What is the epistemic commons?

Think of it as our water source, but for information, and that’s extremely important.

Most people watch the news to stay “informed,” or to educate themselves, but if you look closely, they’re just becoming complacent. Their lives aren’t changing for the better. In fact, most people are becoming more jaded, more polarized, and more violent.

Whenever you post on social media, whenever someone creates a TV show or movie, or whenever someone produces music on Spotify, the epistemic commons (or public information environment) grows.

This obviously gets complex and requires a level of systems thinking to fully determine, but if the content you publish in public hurts more than it helps, and it is not counterbalanced by content that does help, our intellectual water source becomes contaminated.

Why is that bad?

Because the information you or any individual consumes influences their identity. Their identity influences their life trajectory and behavior. The form of content you consume trains your attention span, tolerance for complexity, ability to hold contradictions, and the capacity for nuance.

That’s why you learn, right?

To equip yourself with the knowledge and cognitive ability to achieve the life you want?

But that’s just it...

Before you can solve any problem that is a civilizational threat in climate, governance, AI alignment, public health, or the rest, you need a population capable of understanding the problem coherently. 99% of people don’t even know what these problems entail, because they’re happy drooling over the cat video on their phone.

The takeaway here that we will touch on later is this - Does what you consume or create lead to a beneficial behavior change in yourself and others? Or are you unconsciously soaking in information that silently makes your life worse, and poisoning the information environment by what you contribute to it?

That’s layer one.

Reminder: Build a 2-Hour Content System in 14 Days starts April 7th (a few days from now).

If you are interested in turning thoughtful writing into a modern career, or simply want to realize that you do have ideas worth putting out in public, consider joining before the start date.

Check it out here.

II – The three forces breaking civilization’s ability to think

As technology is empowering our choices and we are getting something like the power of gods, you have to have something like the love and the wisdom of gods to wield that or you self-destruct.

I want to introduce you to one of the most important thinkers of our time.

His name is Daniel Schmachtenberger.

He doesn’t post much, but he occasionally makes an appearance on podcasts. When you listen to them, you can instantly tell that he is a calm, nuanced, and non-polarizing systems thinker.

He has dedicated his life to what he calls the Metacrisis, and while it’s much deeper than what type of content is posted on the internet, that’s what we’re going to focus on.

In a nutshell, Schmachtenberger believes that there are 3 massive threats that can result in 3 outcomes, two of those outcomes being catastrophic.

The 3 threats (he calls them generator functions) are:

• Rivalrous dynamics – Win-lose games where one party’s gain requires another’s loss. Think arms races, corporate competition, social media content, and academic publishing (hoarding data to publish first).

• Substrate consumption – “Substrate” is what something needs to exist, like soil for plants, attention for media, trust for markets. When systems consume their foundation faster than they can regenerate, that’s bad. Think depleting top soil that took millennia to form and the attention economy consuming human cognitive capacity faster than it recovers.

• Exponential technology – Tools and systems that improve themselves at accelerating rates, outpacing human wisdom. Think AI doubling in capacity, automated weapons, and social media algorithms evolving faster than we can study their psychological impacts.

When those 3 things converge, they can result in either civilizational collapse (nuclear war, unaligned AI, ecological destruction, engineered pandemics) or dystopian control (total surveillance, digital authoritarianism, elimination of individual agency).

He calls these “attractors,” or the basins that complex societies tend to fall into.

The “third attractor,” or the good outcome here, is a world where sense-making, shared understanding, and aligned incentives exist.

When we look at the internet, AI, and social media, it’s pretty easy to see how this is playing out.

When creators compete for attention, they optimize for engagement rather than transformation (rivalrous dynamics). The algorithm only measures how much you’ve clicked, watched, or liked, so creators are much more likely to abandon truth and impact for whatever will make people react. That’s an obvious problem.

When engagement is optimized, the content that individuals consume does not require thinking or understanding, so that muscle atrophies. The “substrate” being consumed is cognitive capacity, which is downstream of attention.

AI accelerates content production, yes, but it also accelerates imitation, and when there’s only destructive content to imitate, you can see where that goes. AI itself isn’t the issue. The issue is that it can mimic what looks like real thinking without requiring any cognitive effort from either the creator or consumer.

So, the default outcome here is the epistemic commons (or mental water supply) becomes poisoned incredibly fast because it’s optimized for content that looks like it should shift your thinking but structurally it cannot.

That leads to layer three - what you can do about it, and how you can profit from it in a meaningful way.

Subscribe now

III – Why essays may be the last bastion of real thinking

Wisdom is not algorithmic and cannot be made algorithmic.

For the past few decades, a certain type of content has dominated the internet.

Specifically, content that delivers conclusions without requiring thought.

It’s fast food for the mind.

So we’re going to call this category of media “fast content” - because social media companies use the same psychological triggers to get you addicted as fast food companies who realized fat, sugar, and salt were a scarce good that are brain’s aren’t wired to have an abundance. Finding those resources spiked dopamine because they aided in survival.

On the fast content end of the spectrum, you have BuzzFeed listicles, rage tweets, AI-generated summaries, hot takes, engagement-optimized threads, and TikTok explainers that give you the feeling of understanding in 30 seconds. Makes sense why everyone thinks they’re an expert these days.

The early adopters of the internet could post “Top 10 habits to get rich by age 30” and be swarmed by hundreds of thousands of readers, but the landscape has changed.

On the slow content end of the spectrum, or content that requires you to think, you have essays, long-form non-optimized conversations, certain books, certain lectures, and even tweets crafted in a way that make you think to receive the insight.

I personally want to focus on essays.

Why?

Because they are something that you can produce, alone, and leverage to take advantage of the meaning economy we are heading into. And, essays are the most scalable and durable form. A meaningful conversation can shift one person, but it lives and dies in the memory of the participants. An essay develops the reader’s and writer’s thinking capacity, and it can do that for thousands of people across decades. More on that in a bit.

On top of that, most people walk around with opinions they’ve never thought through. They feel like they believe something, but they’ve never tried to write it down in a way that would survive a smart reader’s scrutiny.

It also doesn’t hurt that some of the world’s most respected minds were forged through the act of writing essays: Paul Graham, Isaac Newton, Peterson in his prime, Nietzsche, Emerson, etc.

The defining factor of an essay is that AI cannot write one.

For understanding, it helps to distinguish an article from an essay:

1. Articles are answers, essays are arguments.

2. Articles package existing knowledge, essays change the author’s beliefs.

3. Articles start with the conclusion, essays figure it out.

4. Articles inform or educate, essays are an act of thinking.

5. Articles communicate what’s already there, essays discover what isn’t.

If you think about it, only a human can write an essay, because a robot doesn’t have a situated point of view. It does not have direct experience. It can simulate the perspective you tell it to adopt, but it lacks the beliefs, biases, and emotions that lead you to think and question in a particular direction. And honestly, it would be nearly impossible to pass all of that context off to AI, because every passing moment influences your point of view, and in order to have a meaningful point of view, you can’t be sitting at your desk conversing with Claude 24 hours a day. You have to engage in novel experiences.

More importantly, AI destroys the magic of surprise and discovery. This is a crucial point. You can tell AI to share something novel, but then you are anticipating it. It is no longer a surprise. You destroyed any chance of stumbling upon a discovery. It may give you good material to write about, but it was not from your own creative ability and thinking.

The more I use AI, the more I find it useful, but on the other edge of the sword, I find it exhaust creativity extremely fast. I can’t help but believe (even as someone who is pro-AI) that most relevant content on the internet will be in essay form. Slow content.

IV – The meaning economy and how to thrive in it

The meaning economy has been emerging for a few years now.

AI has only accelerated this.

Why?

Because meaning is the scarcest commodity in civilization right now.

Before industrialization, we praised Gods in the sky. During industrialization, we made productivity our God. Today, more is our God. More money, more information, more content. We have more stuff and less purpose than ever.

In my eyes, meaning will be sold at a premium.

People will crave it more than they already do.

And who better to provide meaning than those who shape the epistemic commons? The value creators who fight against the poisoning of the water supply.

But how is meaning created and experienced?

Meaning is the experience of ordered consciousness.

When attention is fragmented, scattered, and pulled in competing directions, that’s psychic entropy. It feels like anxiety, boredom, and restlessness. Chaos.

When attention is invested in a complex, challenging activity with clear feedback, that’s psychic negentropy. It feels like flow, purpose, and meaning. Order.

So, meaning isn’t something you find out there in the world, it’s a state of consciousness that emerges when your attention is ordered toward something complex enough to fully engage you. If you are level 10, a level 1 challenge is boring and a level 20 challenge is daunting. But a level 11 challenge is just enough to lock you in.

Meaning is created through the process of ordering consciousness.

The act of ordering consciousness (taking chaos and creating structure, wrestling with complexity until it coheres) results in meaning.

If you’ve ever been stuck in a rut, wrestled with where your life should go, and eventually received a burst of clarity that launches you into a blur of meaningful living, you’ve directly experienced this.

What does this have to do with content and essays?

1. Fast content (entropic, pre-digested, algorithmic, AI-generated) skips the ordering process and delivers pre-packaged conclusions. The reader’s consciousness stays and becomes more disordered. They received information but didn’t generate meaning. That’s why they feel informed but empty.

2. Slow content (essays, genuine thinking in public, insight that requires effort) requires both the writer and the reader to engage in the ordering process. The writer orders their own consciousness through the act of writing. The reader re-orders their thoughts by properly digesting the thinking.

What’s the opportunity here?

The world doesn’t need more people competing for the most rage-bait post. It also doesn’t need more people trying to become the most productive person in the world to build the next billion-dollar AI company.

Instead, it needs ordinary people who make sense of their own minds and document them in public.

Previously, I’ve called these people “value creators” (because it’s distinct from the typical influencer or personal brand).

It’s a person who chooses a positive trajectory for their life, cares deeply about the interests and skills that help move the needle toward that, and passes their journey down from their point of view to others who can relate and benefit from it.

By all measures, I believe this is a future-proof and deeply meaningful way to live. Sure, you aren’t creating a tangible physical product, but you are causing a greater cascade. That is, you are providing the root. The information that influences identity that influences behavior that influences the flourishing or destruction of civilization. Even building rockets doesn’t have that much power.

V – How to think in public (and why it’s the most valuable skill you can develop)

It’s funny.

You guys don’t see it, but this letter was incredibly difficult to write.

I scrapped three separate drafts about “why you should write an essay” but they all felt off. However, by sticking with the challenge and synthesizing a point of view that led to a deeper understanding of what I was trying to say.

And if this letter changes your mind and behavior in a positive way, that brings even more meaning into my life and yours.

I hope that you can experience that same feeling.

So, let’s get practical.

Here’s what I could put together to get you started on the right track, then we’ll talk about where you can public your essay.

• Write to discover, not to perform. Most social media engagement comes from packaging anyway, and you can learn about that later. Start with a concept, viewpoint, question, experience, thought, something that bothers you, or topic. An essay begins with uncertainty and an open mind.

• Write about what genuinely interests you. Focus on a single main idea. Use this as a time to research and learn. Go down rabbit holes. Challenge everyone’s point of view. Do not accept one source as law.

• Resist the template. You’ll find how you like to structure your writing as you get better at it. It’s a skill, remember that. For now, just write. Have a debate with yourself. Ask questions to keep the writing going. Then worry about structure and ask AI for help if you want. Do the thinking first.

• Ask, “Do I actually believe this?” It’s easy to write what you already believe, but the point of this is to change what you believe. This is the most difficult part. Resist the urge to act like you are absolutely right.

• Read essays, consume centropic content. Your sense-making capacity is shaped by your inputs. You can’t expect the For You page to feed you this content. You must actively search, curate, and nurture your digital feed.

• Build a body of work, not a content calendar. People don’t follow creators for one piece of content. They follow for their body of coherent work. Each essay compounds on the last. AI can’t replicate a coherent philosophy built through years of genuine thinking.

Makes sense, but where do you start?

X or Substack.

Those are the only two platforms that prioritize long-form writing and thinking.

I’ve written about this quite a few times before, so I’ll leave you at that.

If you want a guided challenge to do this, and to learn the ins and outs of impactful writing, consider joining the challenge before April 7th.

– Dan

These past few weeks, I’ve felt completely brain-fried.

You know, when you feel like you’re thinking about nothing and everything at the same time.

When you try to think, brainstorm, or have a great idea, and nothing comes to mind, no matter how hard you try.

It’s more of a cognitive burnout than an emotional one. I can keep working, sure, but I don’t feel very human.

It could be stress.

It could be too much AI (I’ve been using cursor quite a bit recently).

It could be falling out of my writing routine (which stems from shifting focus to other companies, which leads to more stress).

Great ideas and writing were a breeze for me just last month. I could sit down and write my heart out and feel like it was quality and close-to-original thinking.

The longer this went on, the more the feeling compounded.

Why can’t I write? Where did all my ideas go? How can I get back?

That’s my primary goal with this letter.

I want to provide both you and me with a guide that helps us return to our most creative state, and that’s very important, as you’ll find.

My secondary goal is to show you that, even if you don’t think you’re a “creative person,” you can enter an incredibly enjoyable state of consciousness. Similar to the flow state, but potentially more potent. You aren’t focused on breezing through a set of tasks. Instead, you’re seeing the world in a completely different way, like a dog who sees grass for the first time.

My tertiary goal is to give you a 7-day protocol. If you follow it to a T, you will go from feeling brain-fried to alive. It will be difficult but well worth it, and the quality of your work will improve drastically.

Because in today’s world, your creativity is the most scarce resource.

Anyone can build anything. Anyone can think anything. Anyone can write anything. The people who will win in business, writing, art, and general quality of life, as always, will be those who can take the most creative path. The path that nobody else considered to take.

I – You don’t have ideas because there’s too much interference.

“I’m not a creative person.”

That unfortunate and often unthought-through statement makes creativity seem like it’s some sort of talent or skill.

In some ways, it is, but at its core, creativity is a natural way of being. It’s a state of consciousness. It’s a capacity that everyone has, but that capacity gets buried as time goes on.

How does it get buried?

With anything that narrows your mind. Creativity is a very open, relaxed state where you see connections, patterns, and possibilities that aren’t immediately obvious. It’s the act of noticing the unnoticed, which is not the same as what most think creativity is: creating something from nothing.

In my eyes, there are Three Narrowers of the Mind:

1) Conditioning is the enemy of wonder.

When you think of creativity, you think of children.

They see the world through such fresh eyes. If a child asked ChatGPT to build a teleportation device so they can take their friends to another galaxy, nobody would bat an eye, but if you did that, people would think you’re just an idiot who doesn’t understand “how the world works.”

Kids haven’t yet received the compounding negative feedback from their parents, teachers, and peers. They haven’t internalized that they have to act a certain way to fit into a broken and boring society.

You must go to school.

You must do your best to get a high-paying job.

You must praise this God, and if you disobey, you’re going to hell.

By the time most people turn 20 years old, they are the same as everyone else. Same thoughts, actions, and types of beliefs. They are going down the life path assigned to them rather than the one they chose to create.

Creativity requires holding beliefs loosely and entertaining an idea without immediately rejecting or demonizing it (as everyone does on social media, where it drives engagement and facilitates groupthink).

2) Productivity as a priority is a losing game.

When the 9-5 job became a thing during industrialization, productivity became the highest value. Everyone became a specialist who only learned how to place one piece of the puzzle, because if they understood how to solve the entire thing, they would be the entrepeneur not the employee.

Today, everyone feels like they’re falling behind (and if you’re being real, you’re never going to catch up in a game you didn’t create. Creativity is the only way out).

You have this perpetual deadline that’s always looming.

A stressed mind only worries about survival, and you can’t see new connections when your nervous system is ruled by deadlines.

If your life isn’t structured around optimization and efficiency (in other words if you aren’t a robot) everyone thinks you’re useless. But that’s exactly what creativity demands. Useless wandering. True boredom. Creating space for the right idea to emerge that will take you much further than the productivity bros stuck in the same race as everyone else.

People who schedule every hour don’t stumble onto anything

The priorities themselves interfere with the conditions creative thought needs.

3) Infinite input and zero processing time.

Your metabolism can only go so fast.

It’s obvious that if you eat too much food, you start to feel slow and look slow.

Yes, you get fat.

But most people don’t realize this applies to the mind as well.

They feel as if they don’t consume 10 podcasts a week, they won’t be able to “keep up,” even though the opposite is true. Their mental metabolism doesn’t have time to digest the information.

There’s a time for curated information that helps spark more ideas, but if it isn’t kept under tight control, it gets dangerous very quickly.

Creativity is rarely an input problem, but then again, you can only cook with what’s in the fridge. The problem is that most people’s fridges are overflowing with ice cream and soda pop.

Oh, by the way, we’re doing another challenge starting in exactly 2 weeks.

It’s called: Build a 2-Hour Content System In 14 Days.

(It also comes with 14 prompts, one for each day, and no they don’t write content for you. We aren’t that desparate yet.)

It’s intensive challenge that gets your creative juices flowing. By the end you’ll have your unique voice, a batch of non-slop social posts, one polished newsletter you’re proud of, and a skill that AI won’t replace any time soon.

Join here to get in early.

Early bird pricing ends in 3 days.

II – You’re not bored, you’re overstimulated.

“Dan, I’m bored all the time and I’m not creative.”

Being chronically overstimulated and overcaffeinated is not boredom. You’re so fried that you’ve gone all the way off the other end and associate that with boredom because you’re so used to euphoria that it’s become boring. You quite literally can’t go any further, you must come back the other way.

True boredom (after your withdrawal period) does a few things.

1) Boredom provides a gateway to novelty.

Carl Jung, OG psychologist, harped on the importance of shadow work – confronting the uncomfortable aspects of ourselves we typically avoid.

Sitting with boredom does just this.

It activates breakthrough insights when the rational mind stops trying to solve everything.

It reveals our authentic desires beneath external conditioning.

It sets the scene for 3 flow triggers, making you more likely to enter a season of intense learning and building:

• Deep embodiment – being present with discomfort

• Novelty – boredom forces you to seek new, healthier stimulation

• Unpredictability – not knowing what will emerge from the void

If you don’t know what to do in your life, maybe you should do nothing.

Not the default nothing that everyone falls into, but truly nothing.

2) The brain will upregulate dopamine receptors when deprived.

Hedonic adaptation is your psychological thermostat.

No matter how high or low the temperature goes, it always tries to return to the set point.

This creates what psychologists call the “hedonic treadmill.” You’re always running toward the next source of pleasure, but the satisfaction never lasts. Each experience becomes your new normal, requiring more intense stimulation to achieve the same emotional high.

But when you deprive yourself of pleasure, the opposite happens. A hedonic treadmill reversal.

Slowly, then rapidly, simple pleasures become enjoyable again. You experience what Buddhists call the beginner’s mind.

You notice the detail in the sky when you’re on a walk outside. You notice the hint of rosemary in the well-cooked meal. Life becomes electric, as it should be.

Subscribe now

3) You don’t need motivation, you need clarity.

All of humanity’s problems stem from man’s inability to sit quietly in a room alone.

– Naval Ravikant

Boredom creates space for sensemaking. That is, processing and integrating experience. The digestion that most people don’t realize as important.

In the Information Age, modern technology creates a “context collapse.” Our brain is only capable of processing around 50 bits of information per second through our conscious attention.

When you deprive yourself to the point of boredom, you’re almost forced to confront all of the problems that you’ve suppressed over the years.

You need to sit and notice what happens in your mind.

It will be painful, but if you sit with it long enough, you’ll receive a burst of clarity that launches you into a new phase of life.

Through chaos, or a change in perspective of chaos, order emerges.

III – The 7-day protocol to slow the fuck down (how to feel alive again)

Alright you get it.

Creativity is an incredible thing, and you should probably prioritize it more.

But how?

Well, we look at the problem (being overstimulated, overcommited, mentally bloated) and design a system that results in the alleviation of those things. That’s what you do when something isn’t going well, but when you’re stuck in this narrow-minded state, it’s hard to first identify what your problem is, and even harder to change your behavior. That’s why a letter like this can be helpful. It shines a light of awareness (you can’t ask ChatGPT what you don’t think to ask).

Now, we don’t need a full “dopamine detox” here, but we do need to commit.

If it helps, get upset with how you feel, and use that negative energy to pursue these next 7 days full force:

Day 1-2: Reduce The Input Fast

This is the equivalent of doing intermittent fasting, but for the mind.

All of this is important, it’s okay if it doesn’t feel right.

• Impose strict timeblocks on your workday. If you can, limit work to 4 hours a day for this week. If you can’t, that’s fine. Set an alarm that marks the end. When it goes off, you’re done. No “one last task.” Your job is to not think about work or productivity when you’re not working. You’re practicing the skill of letting something feel unfinished without anxiety.

• Cut out your primary input source. Like the junk food in the cabinet at night, pick the one source you reach for the most mindlessly. This could be the podcast on the commute, the scroll before bed, or the news in the morning. Replace it with nothing. Sit in silence. Listen for an idea.

• Go on a walk. Not because it will do anything magical, but because ideas are caught in motion. No headphones. Hell, even leave your phone at home. This walk won’t do much for you since it may be your first time, but trust the process.

That’s it. Three simple changes.

Psychologically, removing constant input allows your brain’s default mode network (the brain’s “wandering” system) to fire. This is the network responsible for random insight, self-reflection, and imagining the future.

It cannot be active while you’re consuming.

For those who don’t know, I love experimenting with nootropics that help faciliate productivity, learning, or creativity in the brain.

My buddy is a genius level biochemist (seriously, he’s just fun to have a conversation with). He recently put together an assessment + custom formulations for this exact reason.

There’s beginner and advanced formulations for those who like that kind of stuff.

Day 3-4: Digest What’s Already There

Now that you’ve created space, things will start surfacing.

Unfinished thoughts, suppressed feelings, random connections, and ideas you forgot existed. Your mind finally has time to break down what it’s been collecting but doing nothing with.

During this phase (and while maintaining what you did in days 1 and 2), we’re going to practice noticing deeper layers of reality.

• Read one chapter of a book slowly. You aren’t trying to finish it or learn something, but simply trying to notice when a sentence makes you stop and think. When it does, put the book down. Sit with why that line hit you. In my eyes, this is the best way to read. Don’t try to quickly finish a book, just get what you need and put it down. That one idea will impact you more than the entire book.

• Sit with nothing for 10 minutes. You can call it meditation, sure, but I don’t want you to use a meditation app or any guided breathing technique. Just sit somewhere and let your mind do whatever it wants. It will be chaotic at first, but that’s the digestion happening. Don’t do anything with it. Just sit.

• Keep going on a walk. Same rules, no headphones or any stimulation. But this time, try to actually see things. You’ve passed by these things a hundred times, but have you noticed the detail in the sidewalk, the structure of the tree’s branches, or the vastness of the sky? I bet you didn’t even look up the last walk.

What we’re trying to do is release your grip on your subconscious (the thing responsible for working in the background and surfacing “aha” moments). Stepping away from task-oriented work is the best way to do this.

And if those moments of insight lead to an idea that allows you to do better, higher-leverage work, then are you not getting more done by not working?

Day 5-6: Become Interested In Life Again

Something I think about often:

When people say they “don’t find anything interesting,” I wonder if they’ve actually looked around. Everything is interesting.

Your mind is just so occupied with meaningless shit that you don’t notice it.

By now, your mental fog should be lifting. You feel a bit sharper, colors are more vivid, conversations are more interesting, and small things feel meaningful again. You walk outside and finally just enjoy a breath of fresh air again.

• Trust that ideas will come back. Resist the urge to take notes on everything. If it’s important, it will find its way to you. When you have an interesting thought, let it play out. Stay in that stream of consciousness. Don’t reach for your phone. In a world where people don’t trust their own minds, learn to trust yours.

• Have one real conversation. No “catching up” for 5 minutes before your next meeting. No “networking” to form a business connection. We’re trying not to perform here. Listen to other people’s perspectives and attempt to be as present as possible. Your brain may just light up.

• Extend the walk. You might find that you don’t want to stop.

During this phase, your dopamine receptors are resensitizing. You start doing something because it’s inherently interesting, which is a massive predictor for creative output, and leads perfectly into day 7.

Day 7: Create With What’s Emerged

Most people try to create from a state of depletion and then wonder why everything feels forced.

I know this feeling well. I’ve written a newsletter almost every week for the past 5 years. But this last month, I couldn’t find what to write about. It felt forced. I’d fallen out of the creative way of life.

Now that we’ve spent six days making space, processing, and letting connections form, you can create from abundance rather than obligation.

• Make something with no plan. Write, draw, record a 20-minute voice note, or cook without a recipe. The only rule is no rules. No strategic thinking or trying to find the perfect angle. Start a thread and follow it.

• Don’t share it. I know this is antithetical to what I preach, but we need to remember what it’s like to not have silent opinions influencing your direction. Notice how it feels to have made something that’s yours.

After at least 24 hours, if you want to return to it and post it somewhere, be my guest.

If you don’t know what to post or create, again, the writing / content system challenge starts soon.

What we are doing here is separating generative thinking (producing novel ideas) from evaluative thinking (judging and editing them). It’s typical for people to try to do both at the same time, but by doing so, you suppress the generative’s potential.

IV – To be creative, you need something to create.

Remember how we used to take spelling tests in grade school?

Whenever I learned a new word, I would start to hear that word everywhere.

The same happens when I see a car I’ve never seen before. I see it once, then I see it everywhere.

The same happened when exposed to certain business opportunities. I didn’t even know they existed, because I was made to believe that a 9-5 was the end-all be-all, and once I started exploring, I noticed them everywhere.

This is the reticular activating system in our brains.

It filters the millions of inputs we receive and surfaces the ones that match what you’ve told it matters.

This is exactly what we need to be more creative.

You need a meaningful project to work on. You need a problem to solve. You need a business to build. You need to create. An essay, a design, whatever.

You’re creating a lens by which you reprogram your mind.

Because if you are the culmination of the ideas you’ve accepted into your head, and the ideas you accept are based on what you deem important, and the only things that were important to you were the school, job, and retirement that industrial culture permeated into your parents, teachers, and peers, then the primary way to pursue a rare life is to simply question and choose what is important to you.

When you have something important - a project, design, product - even a conversation you overhear on the street becomes creative fuel. You read a book and a sentence pops out at you, but when another person reads it, they don’t get the same effect.

Without a project, your mind is a boat drifting in open water.

The 7 day protocol we went through calmed the storm, but even with a calm sea, if you don’t have a direction you’re just floating. It’s nice, but at some point you’ll want to do something.

So what makes a good frame?

What makes a project worth creating?

• It has to be something unsolved for you. It doesn’t have to be completely original or novel, but it must be a challenge. There must be something you don’t know the answer to yet, which allows your subconscious to become a magnet for relevant and useful ideas.

• It has to matter to you. Your pattern recognition is powered by emotional investment. A project you chose because it “looks good on paper” - like a high paying degree that you don’t actually care about - won’t activate the same radar as the one that genuinely keeps you up at night.

• It has to be shareable. In other words, it has to take some form. It has to exist in reality. It can be words, visuals, code, a conversation, a business, or a meal. You have to take the abstract thoughts in your head, ground them in reality, and test their worth. We aren’t just imagining things we can’t do here.

That begs the final question...

How do you find this meaningful project?

Well, it takes a bit of floundering, which is unpleasant, but it helps if you flip the problem on it’s head.

You think deeply about all of the meaningless projects, tasks, and activities you currently tolerate to fill your time, because if you aren’t engaged in something meaningful, where do you think your life will end up?

If you cultivate this deep awareness of what you don’t want in life, that starts to create your frame. You start to see it everywhere. And once you see it, it’s much easier to start moving in the opposite direction.

– Dan

If you want to continue reading here’s more letters:

Well, you do everything you would have done before, but you use AI to do it faster, with higher quality, and with less guesswork.

You still generate traffic.

You still write content.

You still write emails/newsletters.

You still create a product or service.

You still create a customer avatar.

You still formulate a compelling offer.

You still build a landing page.

You still write persuasive copy for that page.

You still put the offer in front of people and see if they buy.

But that’s a lot. Very few will do it.

Before AI was such a big thing, social media was the thing that allowed one-person to build what we call a “lifestyle business.”

But of course, now that the barrier of entry is lower, anyone can try to do this, meaning there is more “competition,” but most people barely try, and they especially don’t improve and iterate, and when things get rough they try to just have AI do it all for them. So, the barrier of entry is lower, but the skill cap is higher. If you take what you learn here, I feel like you’ll have a solid starting point.

For the sake of this letter, we’re going to set the goal of making $1 million as one person just so we can make this tangible.

I’m going to share exactly what you need to learn, how to use AI better than everyone else, and prompts that you can use today to start your business in about a week.

Note: We are not going to be using crazy agent workflows in this letter, but we may in the future if you want them. We are going over the fundamentals. The fact of the matter is that most people using things like OpenClaw and Claude Code are wasting their time and money. They just get a dopamine hit from watching an agent do stuff and thinking they’re “doing 10 peoples worth of work” yet they have nothing to show for it. I’m not saying agents aren’t useful, I’m saying people don’t understand what they’re doing. They think an agent absolved them from learning.

How To Make $1 Million As One Person, Without The Gimmicks

Before we start, let’s break down a few realistic paths to get to $1 million a year as one-person. 

You need to at least believe this is possible before you do it. 

$1,000,000 / 12 = $83,333 per month

$83,333 / 30 = $2,777 per day

Now, there are a few ways to do that.

• Sell 18 $150 products a day (i.e. a course)

• Sell 111 $25 subscriptions a day (i.e. Substack)

• Land one $5000 client every other day (i.e. freelancing)

• Land one $10,000 client every 4 days (i.e. coaching / consulting)

• A combination of both. 1-2 clients a week and a few product or subscription sales a day.

• Or whatever other combination and price point there is to hit $1 million.

If you go the client route, you will either need a team at some point or be good enough to orchestrate AI/agents to fulfill on the service. One person can only do so much client work, but it can be done. Either way, going the client route is a good option for beginners - because you don’t have an audience yet and can focus on reaching out to people individually. As a beginner, it’s much easier to sell a $1000-$5000 service to one person than it is to sell 100-200 Substack subscriptions or courses.

If you go the product or subscription route, like a book, course, niche vibe coded software, or membership community, you will need a lot of traffic. You probably aren’t going to go viral randomly when nobody knows about you.

How do you get enough traffic to make that many product or service sales?

At a 2.5% conversion rate on a landing page that allows people to purchase your product, you need 720 people to visit that page a day to make 18 sales on a $150 product. Or you need a post to go viral once or twice a month, resulting in huge spikes in traffic, but I wouldn’t bet on that, because virality usually doesn’t result in a lot of sales.

Where do those 720 people come from?

Social media, ads, SEO, or some other form of influencer marketing or word of mouth. As a beginner with little money to spend on testing ads until they work, social media is probably your best option. It’s free and building an audience is leverage.

So, if we assume you become skilled at social media (yes, social media is a skill, with a little bit of luck involved), you can:

• Get 10-50,000 views per YouTube video

• Get 500k to 1 million impressions on social media per month

Yes, it will take some time to do that, maybe a year of non-distracted execution, but it’s possible, and we’re taking on the big goal of $1 million a year. Many people would be happy with a tiny fraction of that.

That means out of that many people, you need only 720 people a day to click on your landing page in order to make $1 million a year.

That’s pretty doable.

For those who are used to time and labor as their source of generating money, it is a bit “out there” to think it can be that simple. That’s what your employer does to make multiples on top of what they pay you to execute one specific part of the process that makes them money.

But of course, it’s simple not easy yada yada I get it.

It can take 2-5 years to get really good at offer creation, social media marketing, and copywriting.

But if we “train” AI on the principles of them all, and feed them data from legendary marketers, you’d be shocked how well AI can do those things for you.

Subscribe now

How To Build A One-Person Business With AI, The Entire Workflow

The core difference between building a one-person business this year vs a few years ago is this:

You have AI. Not to do everything for you, but to help you learn, execute, and iterate faster. An entire course can be a prompt. You can chat with your favorite guru’s content to get “coaching” from them without paying them. You don’t have to scour the internet for niche information anymore. That’s incredible.

This is the template we are going to go over (read the ‘how to use’ document inside). I’d highly recommend using it and working through it on a desktop. Save the link as a reminder in your phone if you have to.

If you follow this exactly, and use the provided templates, you will have the 3 pillars of a modern, successful business. At minimum you will have a great starting point.

1. Brand – Who you are, what you help people achieve, and why people should care about both.

2. Content – Your ideas, opinions, and teachings that attract people to your brand.

3. Offer – Your product, service, and compelling landing page you can send people to from your content.

Of course, no matter how smart AI is, all of this stuff is variable. Running through this once isn’t going to instantly make you successful. You will need to notice what doesn’t work, try something else, and continue repeating until you see results. And even then, you’ll need to repeat the process because once something works, it eventually stops working. Thanks, human nature making novelty normalize.

That said, I’ll also provide a way to do that with AI, so you don’t get stuck.

1) Personal Brand Strategy

As one person, on social media, you are starting a personal brand.

Why?

Because if you want to make money, you need something to sell and a way to get people to see it. A personal brand is neither of those things, but you can think of it like a digital storefront (or resume) that adds a layer of trust - trust is a moat in the age of AI. Your offer is what you sell, your content is how you get people to it, your brand is the umbrella for both.

Oh, and I don’t care how cringe you think the word personal brand is. That’s what you’re doing if you are posting as a person on social media. If it helps, just think of it as a vessel for meaningful work.

We’ve discussed this plenty of times before in past letters and videos, so I’m going to be brief.

This is my recommended strategy, not the only strategy, for social media.

1. You are the niche. Your beliefs, experiences, and interests give you a unique point of view that reflects in your content and products.

2. You need a few content pillars: one skill or interest you plan to monetize, and two complementary interests that you can’t shut up about.

3. You need to ground those content pillars in pain points, foundational content topics, and high-performing ideas.

4. You need to turn all of that into a 1-2 sentence social media bio that gets across the most attractive parts.

From there, everything is easier to do. It’s easier to generate product and service ideas, create a content calendar or cadence, and more.

How do you use AI to make this process easier?

When it comes to personal brand strategy, there are a few ways you can use AI (in a better way than just asking questions to a chat app).

First is curating expert information and having a conversation with it. As an example, you could find YouTube videos or books from people who are certified experts and add those to a chat rather than asking for a general AI’s opinion. AI works best when you know what you want.

That’s the simplest one.

Second is turning those sources of information into a prompt that interviews you and generates a strategy that’s tailored to you.

Both of those are what I’ve included on the canvas above. You can duplicate it and start chatting with it here (use on desktop, save the link for later if you need to).

Third is doing more complex things that people may not need. Creating a personal brand coach agent that has context of your brand, researches competitor content, and suggests content ideas is one example. I can go into this in a future letter, just like this or let me know and I can.

2) How To Start Writing Better-Than-Most Content Immediately

I’ve been doing this a while.

I can read a tweet, newsletter, or YouTube title and know whether or not it’s going to do well.

The biggest problem beginner’s make is not illustrating the importance of the idea they are trying to convey. They have interesting ideas, but they can’t make it interesting to other people.

In order to make an idea interesting to someone else, you need to provide a compelling “why.” You need to give them a reason to change their behavior. Because if you’re the one who changes their behavior, they will remember you as the person who “changed their life,” and they will start to trust you over any human or AI.

In other words, the secret to writing content is to (1) have a good idea and (2) have a pain point it solves or a benefit it gives, and you need to illustrate that reason well. The best way to understand this is to read good ideas and look for the pain point they’re solving or benefit they are promising.**

The second mistake they make is not understanding how things fit together. They are good at writing content, but they feel like it’s pointless because they don’t know how to make an income from it, so they start catering to the algorithm by posting feel good nonsense hoping that the platform monetization system will pay them enough to eventually quit their job. As someone with a few million followers, I can tell you that platform monetization is not enough. I can make about 300-1000 a month on Instagram or X, but with my own product/offer, I can make 50k-200k+.

Now, since this isn’t an entire course on content, I’m going to give you the 80/20 of what to do:

• Write down ideas like crazy – Read more books, listen to podcasts, reflect on your life and try to “catch” ideas that are unique and beneficial

• Immediately think of a pain point or benefit – Train your mind to think of why this idea is important to more than just yourself

• Save ideas that you like the structure of – Have a folder in Eden (you can paste direct social links and reference the folder with AI if you want) where you save ideas. As a beginner, imitate the structure or framework of these with your own ideas as the topic.

Then, simply practice writing until it becomes second nature.

Now, when it comes to where you should post, I recommend having a content ecosystem or content waterfall system. It looks like this:

• I write one newsletter a week – This is on a topic that aligns with my content pillars from the brand strategy we went over earlier.

• That newsletter becomes a soft script for one YouTube video a week, that YouTube video get’s posted to podcast platforms.

• For posts, I can pull ideas from that week’s newsletter (using a prompt we go over below), or I can just write posts as normal by generating my own ideas.

• My best posts get used as a soft Reels/YT shorts script – I just read over the ideas and then start speaking to the camera. Since they are already validated they tend to do better than if I were going about it blindly.

• My other posts get turned into carousels for LinkedIn, Instagram, and the YouTube community page.

As one person, I believe it’s better to focus on a few quality pieces of content (one long form a week and a few short form a day) and then spread those to all platforms. Trying to create unique content simply decreases the quality of each idea.

Okay, now how do you use AI to make this process easier?

Since this isn’t an entire content guide, I can’t really teach you the ins and outs of post or newsletter writing (because that would be very long - I could write a book on it).

What I can do, however, is give you prompts that I’ve personally written that contain my way of thinking. If you simply run through the prompts, you will learn more about post and newsletter writing in 30 minutes than you would with months of trial and error.

Inside the canvas template that you can duplicate, you can read the sticky notes and follow the instructions.

One piece of advice: do not post what the AI generates.

Use the post and newsletter generations as first drafts or prototypes.

I would highly recommend reading through each one and refining them according to how you would say it.

3) What You Sell

So far you have a few pieces of the one-person business equation.

1. You have a brand that illustrates your values and attracts the right kind of people.

2. You have content that slowly builds trust over time and allows you to reach more people.

Simply put, you have people whose trust grows in you over time.

Most businesses could only wish for that. Too many people build a great business but they can’t attract customers for the life of them, and if they don’t have customers, they will not earn a penny.

Now, this section makes me kind of mad, because I spent 5 years of my life studying and practicing marketing, sales, offer creation, copywriting, and more.

In today’s world, you can have AI do most of this for you if you know how to “train” the AI to use frameworks and knowledge from great marketers, salesman, and copywriters.

That’s what I’ve done for you, but it helps to know what you should do here:

1. Create a detailed customer avatar – This is something you’ll keep safe and reference often whenever you are creating marketing materials.

2. Create your first offer – Using your customer avatar and offer creation principles, create a product or service that they can’t resist.

3. Turn both into a compelling landing page draft – Most people create a boring product and then just illustrate what the product does on their landing page and wonder why nobody wants it.

When you go through these prompts, they will first interview you. Answer all of the questions as throughly as you can. They will spit out a full customer avatar document, a full offer blueprint, and full landing page copy.

Simply follow the order that they are in and you should be good to go.

A final note:

I can’t guarantee that the generations will be 100% accurate or work perfectly well.

AI, frankly, isn’t good enough on its own. The person directing it is where the magic lies.

You have everyone spending thousands a month on agents that do everything for them, yet their lives haven’t changed that much and they aren’t instantly successful. Most people are quite literally just burning money to watch a computer produce something mediocre because they don’t know what good looks like.

You will still have to learn. You will still have to practice. And most importantly, you will still have to iterate when something doesn’t work until it does work.

I hope this was helpful for you, and I hope you learn some useful skills as you go through the prompts provided here.

I know it’s been a while since I last sent a letter out, but I should be back in the groove of things now. So i’ll see you in a week or so.

– Dan

That is not an exaggeration, and learning to think has never been more important.

Especially if you consider yourself a smart person, because you are the most likely to think like an idiot.

I mean, it’s all over social media. There isn’t a day that goes by where you see a person with a verifiably high IQ fall into obvious traps.

There are plenty of smart people who live in their moms basement who are one french fry away from a heart attack, and there are plenty of dumb people who are abnormally happy, healthy, and wealthy.

Rather than talking about first-principles thinking, systems thinking, meta cognition, or anything else that you can ask ChatGPT to teach you about, I want to give you something different.

We’re going to start with one-dimensional thinking and slowly work our way towards 5d thinking.

If you read carefully, you will experience what it’s like to think on a new level.

If you’re so smart, why are you broke?

Faith is much better than belief. Belief is when someone else does the thinking.

– Buckminster Fuller

Thinking tip number one:

If you want to understand what something is, like genius level thinking, then it helps to understand what it is not.

That way, we can identify and avoid stupid thinking.

When we observe what stupid thinking looks like, we come to a few insights:

• Stupid thinking is one-dimensional. People try to jam everything into their own perspective and have difficulty seeing outside of it.

• Stupid thinking is reductionistic. Experts in one domain, like business, try to reduce everything to a “strategy” problem, as an example.

• Stupid thinking is tribal. You only trust your group, party, or tribe and consider everyone else wrong because they don’t conform.

• Stupid thinking does not question. Your justification is “that’s just how it’s done.”

As a whole, stupid thinking is about closing your mind off once you’ve reached the limits of what you know.

Stupid thinking is to stop thinking too early. To reach a point where you react with your pre-programmed thoughts and fail to reach any novel insight.

With that, we can start to guess at a worthy definition of genius thinking, which could be:

The ability to hold threatening ideas in the realm of possibility, paired with the intention to understand rather than just know. The mark of genius thinking is illustrated by the width, depth, and height at which you can think without being cut off from venturing further, often due to holding an idea as absolute. It’s your ability to traverse the full, universal web of ideas (reality, all potential knowledge) and pull them together into something coherent or useful, if not something entirely new.

The question then is, what’s the difference between knowing and understanding? And how do you develop width, depth, and height of thought? What if you can take it even further than that?

Knowing is horizontal. You learn a lot and memorize facts about a specific domain until you become competent. People who know a lot are “experts,” but we don’t need more experts in today’s world.

Understanding is vertical. It’s about how sophisticated your entire cognitive operating system is. One can understand a lot while knowing very little and use that insight to take an action that leads to a more worthwhile result.

The “smart but dumb” phenomenon stems from being horizontally advanced but vertically stuck. A businessman who has all the money in the world but finds himself unhappy. A creative with beautiful work that can’t make a living. A meathead that can’t hold a steady relationship. They know a lot in their respective domain, but can’t see outside of their bubble of knowledge, and that bubble of knowledge does not provide enough surface area to identify and solve problems that lead to suffering.

That’s why learning how to think is so important.

Because your mind is how you interact with reality.

You process information → make sense of it (thinking) → make a choice → receive information as feedback → respond to that feedback and repeat the cycle.

Thinking, then, determines the outcome of your life.

Every passing moment where you engage in stupid thinking contributes to a compounding effect, digging you into a rut so deep you can’t even access the idea that would lead you out.

Altitudes, levels, and lines of thinking

You can’t solve a problem from the same level of consciousness that created it.

– Albert Einstein

Let’s work from the ground up.

Lines of thinking are domains you can know a lot about.

Lines represent horizontal development (width).

These can be anything. Marketing, astrophysics, politics, social dynamics, religion, etc. When you attempt to learn domain specific knowledge, you are increasing the width of that line of thinking. It’s like gaining experience in a video game.

(By the way, if you’ve studied Ken Wilber at all, you can see what I’m getting at here, just applied to thinking).

Levels of thinking are how you think about each line.

Levels represent vertical development (depth).

When we observe how cognitive development evolves in collectives and individuals over time, we can notice 5 core patterns:

• Instinctual (Level 0) – You are born act out of the need for pure survival. You react to stimuli with little thinking in between.

• Conformist (Level 1) – Black and white thinking. You follow rules and obey authority without questioning. You adopt others perspective.

• Individualist (Level 2) – Critical thinking emerges and you construct your own model. You build your own perspective.

• Synthesist (Level 3) – You see your model as one among many. You hold contradictions and use perspectives as tools rather than law or some unquestionable truth.

• Generative (Level 4) – You create original perspectives that didn’t exist before, or you come to ideas without outside influence.

Levels 1 and 2 can be considered “first tier” thinking, which is overly dogmatic. I’m right you’re wrong.

Levels 3 and 4 can be considered “second tier” thinking, which reject dogma and seek the ultimate truth that lies in the middle.

In the domain of meaning, you are often indoctrinated into one belief system, then you question that belief system and come to your own conclusions (often rejecting the prior), then you start to see truths in all belief systems, and finally you have the ability to create a more expansive one.

In politics, much of the fighting and violence we see is do to the general population operating within levels 1 and 2. My group vs yours. Neither side can think beyond their bubble.

Again, and I want to make this exceedingly clear because it is such an easy trap to fall into:

Genius thinking is the ability to continue thinking.

At each level of thinking, your ability to navigate that space of both known and unknown ideas continues to expand. When you are born, you don’t really think. When you are a conformist, you think until you reach a point where you have “the” answer, then you start defending that answer. When you are an individualist, you do the same thing, but with your answer. When you reach synthesist, you can think far and wide, but your ability to create new lines of thought is not fully developed yet.

Reaching your highest ability to think, and thus providing the runway for your highest potential in this life, boils down to the simple practice of noticing when your mind feels threatened, being honest with yourself, and at minimum, staying open to new perspectives.

Altitude of thinking is the average of all your levels.

Altitude represents cross-dimensional development (height).

To best understand this, and to almost complete the thinking puzzle, it helps to visualize thinking as a skill tree.

In a video game, you can put “points” into certain traits that allow you to do more inside the game. You can take on higher challenges, have more fun, and continue playing. The same holds true with the mind.

The thing is, higher level traits can only be unlocked once you meet a specific requirement of lower level traits. You can’t access “level 3” of dexterity without reaching “level 4” of strength, as an example.

In the real world, imagine you started a business. You learned everything about marketing, sales, and product. You’re verifiably smart. You make a good amount of money. But then you try to take it further, and you hit an invisible road block. You can’t identify what’s wrong and then blame it on what you know: “the market just isn’t big enough,” or some permutation of that. Your mind is closed and there is no way forward.

Further, business isn’t all there is to life, obviously. If the rest of your life is falling apart, you, as a business person, will try to jam a circle into a square hole. You may relieve the issue temporarily, but you never understand the root cause.

This is mostly why the domains of politics, religion, and others like nutrition are so hostile and polarizing. It’s a bunch of smart but dumb people calling each other idiots because they’ve stopped thinking and only defend what they believe is the one right way.

Back to business, the problem is that you can’t see the actual problem. It could be that you don’t know how to lead a team. It could be a time management issue. It could even be a spiritual issue, but you’re too business minded to even entertain that possibility. At a minimum, that perspective could birth the insight that leads to further progress. This is why generalists and polymaths win.

In other words, you can’t reach Level 3 of business because you haven’t “put points” into the other required domains that would unlock that level.

Subscribe now

How to unlock 4-dimensional thinking

There is a fourth dimension to thinking.

Well, it’s not really a fourth dimension like time, but it does increase your ability to think by the power of four.

You see, there are 4 “dimensions” of reality.

These dimensions are perspectives. You can change how you look at a belief, idea, situation, or problem in 4 major ways.

There’s the inner world and the outer world, and there’s collective and individual segments of both.

The inner world is mental. By that I mean psychological and cultural. Your individual inner psychology contains your thoughts, emotions, beliefs, and consciousness. The collective inner world, or culture, contains group beliefs, value systems, and ideologies.

The outer world is physical, which sounds less woo-woo, but you can’t deny that you can think about the mental, which is what we’re here to talk about. Your individual outer world is your visible appearance, behaviors, and physical brain states or measurements. The collective outer world is composed of systems, structures, and social institutions.

To illustrate the power of understanding this, let’s walk through a thinking progression.

• I learn a lot about marketing and use that knowledge (line of thinking)

• I practice, fail, and experience enough to understand that there isn’t “one proven framework,” but I have such an understanding that I can create outperforming marketing campaigns of my own (levels of thinking)

• I pursue interests like psychology, fitness, and personal development which gives me deeper pattern recognition that further removes me from dogmatic frameworks (altitude of thinking)

From there, things start to get interesting, and it can go in so many different ways.

One thing we forgot to mention is that thinking is usually done for the sake of solving a problem. That’s what humans do. That’s how we grow. That’s what we find fulfillment in. And the minute you stop growing (and thus thinking), problems multiply and life becomes ever more chaotic.

So, if we identify a problem like “the world is becoming corrupt and meaningless,” we can continue our thinking in that direction.

How does society control attention and market their ideas to the masses? (collective inner world)

How can your behavior change, more than it already has during this process, to have a positive impact on society? What would be the steps to reaching such a point of influence that you can leave your mark? (individual outer world)

What does the current job market look like? Is a job an actual path to achieving such a thing? What about AI? Can I utilize the technology available to me to have that impact? (collective outer world)

Am I thinking about this the right way? Or is there more? What am I missing, and how does this make me feel? Motivated? Inspired? Hateful? (individual inner world)

We could go on and on, but I think you get the point.

Genius thinking is the ability to direct attention in a useful direction. You gradually encourage your mind to zoom further and further out, and from there you have a more enlightened vantage point to zoom in on the original problem you sought to solve.

How to tap into the 5th dimension

It is no measure of health to be well‑adjusted to a profoundly sick society.

– Krishnamurti

Yes, I know, this isn’t actually the 5th dimension.

It’s the fourth dimension (time), but I’m trying to practice my thinking here by making things up, and when you apply time to all four dimensions of reality we just talked about, your ability to think continues to rocket upward.

In all previous examples, we never tapped into the power of history. And if you understand history, specifically the evolutionary patterns rather than memorizing the events, you can aim your thinking in a more accurate direction.

This illustrates the difference between knowing and understanding. You can know a lot of facts about specific moments in history, and that’s a great thing, but if you can’t zoom out to see the essence of what that moment represents, you may fail to spot that pattern across different domains.

There are 5 things you need to know to begin thinking effectively about history. These aren’t exhaustive, and there is far more to it, but this is a good enough starting point.

1) The master pattern is Transcend and Include

A materialist would say that reality is composed of atoms, and they’d be correct.

A mentalist would say that reality is composed of qualia, and they’d be correct.

But if we zoom out for the sake of understanding, the pattern is clear that reality is composed of whole parts (wholes that are also parts of a greater whole).

Matter → Life → Mind

Word → Sentence → Paragraph

Machine → Computer → Artificial Intelligence

Human → House → City → State → Country → Continent → Planet → Solar system → Galaxy

Each is a whole that transcends and includes the one before it. Meaning, if you remove the thing that allows another thing to exist, the entire chain self-destructs (which is why environmentalists are so worried about climate change. If the biosphere collapses, humans go down with it).

This will make sense with examples.

2) How individuals evolve physically

This one is simple since most people can see it, touch it, smell it, etc.

Atoms → Cells → Molecules → Organs → Organism

You can think about the physical world by how individual things develop, not just humans.

3) How individuals evolve mentally

Humans develop through an increasing circle of care.

First, we care about ourselves and our survival (egocentric).

Then, we care about our tribe, group, or culture (ethnocentric).

Next, we care about all groups regardless of differences (worldcentric), but since the master pattern is transcend and include, we still care about ourselves and our tribe, and that must be accounted for in our thinking. We do not sacrifice ourselves or our values simply because caring about others sounds virtuous. This is usually where the arguments between most groups happen, because some use “caring about the equality of everyone” as a moral high ground that can often be self-destructive, which is counterproductive to caring about everyone.

At the most developed levels, we care about reality as a the ultimate whole. This clearly requires one to be able to think through vast amounts of complexity to come away with anything practical.

4) How societies evolve physically

Social structures follow technology.

We went from tribes to villages with the invention of the hoe that enabled small scale farming.

We went from villages to empires with the invention of the horse-drawn plow (because a surplus of food allowed people to focus less on farming and more on exploring, discovering and conquering.)

We went from empires to nation-states with the invention of machine agriculture.

Now, with computers in our pockets and AI at our doorstep, I’ll let you think about where things could go.

5) How societies evolve mentally

Since individuals compose the collective, societies evolve through a similar pattern of egocentric, ethnocentric, and worldcentric.

Collectives have an identity too.

The tribe can only care about itself and it’s survival. Then, it can expand into a larger empire or nation-state, holding multiple sub-groups within it.

In this case, we call these worldviews pre-rational, rational, and post-rational. First we conformed to authority, then we sought progress through science (the enlightenment), then we began to realize the blind spots of both while integrating the good parts.

But how would you actually use this knowledge to “think?”

Here’s a few ways out of many:

1. Identify where individuals are when you encounter an idea, movement, or conflict. Who do you want as a politician when entering the age of AI?

2. When engaging in debate (political, business, personal) notice the level people are operating from. Individuals at higher levels of development often need to meet people where they are.

3. Look at the technology of societies and organizations. A business still operating on industrial era methods (and are too dogmatic to adapt) will probably fail.

The most useful application is to locate where your own center of gravity is. I would encourage you to reread this letter at another time while thinking about your own development.

We missed something important

Stupid thinking is when you stop thinking.

We know that.

But what makes a person stop thinking? What makes them turn from open to defensive, closing themselves off to further learning and growth?

The answer is identity.

Specifically, latching onto ideas, beliefs, or constructs and making them a part of who you are.

Because if you are a diehard republican or democrat, you will never be able to think outside of that bubble. Therefore, you will never be able to find the truth of the situation. That doesn’t mean that you can’t adopt certain values from either side, it simply means that you don’t need to feel threatened when someone else disagrees with you.

The same applies to identifying with a specific religion, group, vocation, or anything else we’ve discussed prior.

You must also consider how you came to those beliefs.

Most people, in today’s world, have never thought for themselves a single day in their life.

They were born into a specific part of the world.

That part of the world was at a specific level of development.

They were told what to believe by parents who probably hadn’t questioned their own beliefs.

Those beliefs shaped how far you could think, which probably wasn’t very far.

And remember, your mind is how you interact with reality.

You process information → make sense of it (thinking) → make a choice → receive information as feedback → respond to that feedback and repeat the cycle.

The space in which you can think determines the outcome of your life.

If you only think within the confines set by your parents, teachers, employer, and peers on social media, the outcome of your life may not be that pretty. Just observe where the average person ends up and it’s not hard to see.

So, the next time you feel threatened, do not collapse in on yourself.

Sit with it. Question it. Realize that your mind wants to feel safe, because that’s how it’s wired.

Our brain is still wired like our hunter-gatherer ancestors, but we do not live in that world anymore, and the world will only change faster.

Those who practice thinking will win.

– Dan

So I want this one to be good. Potentially life changing. I think it has the potential to do that even though everything can “change your life” nowadays.

What is it?

It helps you find your unique point of view. Your edge, that is.

Because I’m sure you’ve noticed that any time you log onto social media, everything just sounds the same. It’s not even worth scrolling anymore. People just write based on what’s trending so that they can get a bit of growth.

But there’s that one type of person you see online. They have an energy signature that you can’t pull yourself away from. Every time you see their profile picture you get a dopamine hit because you know whatever they are going to say will be good. They’re the type of people whose ideas you can’t stop bookmarking. They stick with you.

I wanted to reverse engineer where that came from and turn it into an exercise.

In my own writing, I feel as if I’ve done well at connecting ideas that wouldn’t normally be connected, like philosophy and business, so I included that as well.

So, when you finish this prompt, you’ll come away with what your intellectual signature is, the core ideas that you or your brand will be known for (that you should treat as your core ideas), and a developmental sequence for what type of content you should write to get your worldview across.

In essence, it’s a brand blueprint, but incredibly unique and diverse.

I’m quite proud of this prompt. It’s long and extensive. It will take a bit of time, but I recommend sitting with it.

I can’t promise that this prompt will do that for you, but it will do it for some.

You can copy and paste the prompt below into your favorite AI tool.

Read more

But I can’t help but think that there is something about the human experience that can’t be replaced.

I can’t help but think that humans will still want to work. That is, they will still want to create something, share it with another, and be recognized for their contribution by receiving some form of currency in return. This is a fundamental aspect of human nature, but it’s unfortunate that “work” has become dirty word stripped of meaning as productivity has become our God.

I am less concerned with industrial factory-style work being automated. We all know what that soulless pit does to a person.

I am much more concerned with creative work.

What will that future look like?

Will money become obsolete?

Will AGI write all prose and create all art?

If struggle, status, and curiosity are the generators of meaning, and AGI promises to rid us of such, what do we do?

What is the one thing that AGI can’t replace, if anything?

In a world without scarcity, how do you become the scarce good?

I want to share 6 ideas on the future of work, the skills and traits you must optimize for as a creative, and ultimately how to live a meaningful life in a future that feels daunting. I’ll share both my own thoughts and theories that I believe hold relevant weight.

And if you are a creative who wants to know if AI will ever replace your work, this is for you.

Let’s begin.

I – The meaning crisis makes meaning worth paying for

Meaning has become a scarce good.

It’s not hard to see that.

But to understand how we got into this mess, a little history lesson helps.

You see, reality develops toward greater complexity over time. When things become too complex or chaotic, a new ordered structure (or a new whole to envelop the parts) must emerge.

A few simple examples:

Letter → Word → Sentence → Paragraph

Atom → Cell → Molecule → Organism

Matter → Life → Mind → Spirit

This is how reality is structured.

When it comes to meaning, I want to focus on how societies have evolved, which can be seen in two ways:

1) The techno-economic base (or dominant mode of production) of past societies and specific technology used.

Foraging → Horticultural → Agrarian → Industrial → Informational → Whatever comes next (Intelligence?)

2) The dominant worldview and value structure of people within those societies (their meaning-making system).

Premodern → Modern → Postmodern → Whatever comes next (Metamodern?)

For brevity, we can speedrun the first few.

Foraging societies were hunter-gatherers. Easy. In horticultural societies, men were the hunters and women tended small plots. In agrarian societies, food came from large scale farming, enabling massive surpluses, allowing men to work less so they could use their new time to explore, discover, and conquer.

The technologies of these societies developed from:

Axes, spears, and fire → Hoe and digging sticks → Animal drawn plow (from human labor to animal labor).

All of these societies fell largely within the premodern worldview.

In other words, meaning is given by a higher power (elders, scriptures, kings, priests). You were told what to believe. You conformed. Agency was a trait that could get you killed or cast out.

Then came the Industrial Age, where food production came from mechanized agriculture. Fewer farmers fed more people, food became a commodity. The primary technologies were steam, coal, and oil. Human and animal labor were needed far less.

One key insight here is that the techno-economic base of a society creates the conditions for a new level of worldview and value system to be possible at scale.

An industrial society allowed for the modern worldview to take hold that valued rationality. Meaning was discovered through reason, science, and evidence rather than inherited by tradition. Nature became disenchanted, progress replaced the divine, and merit replaced birthright.

That’s where things started to go wrong.

• First, productivity became overemphasized at a young age. The second you were born, you were already expected to go to school, get a job, and become a cog in the machine. You were programmed like a robot since the start.

• Second, we disconnected from the tribe, village, and community. We are alone in a big digital world of artificial connection.

• Third, religious and spiritual frameworks were replaced with the mechanical model of the universe. Meaning was no longer given by the divine.

• Fourth, we began outsourcing our agency to institutions and forgot the value of self-directed work. 9-5 jobs replaced the work of artisans and farmers.

These have all led to a corruption in what we do and how we work. Work was broken into simple, repetitive tasks that kept workers dumb to the entire process so they couldn’t replicate it on their own (why generalists always beat specialists, as we’ve discussed).

In other words, meaningless work became our sole focus and means of survival. So much so that we can’t see it any other way, and many people are in for a rude awakening when AI removes this cancer from us.

That leads to the Information Age, where the invention of the computer led to a further abstraction from labor. We now sit at desks to work rather than tending fields - for the most part - and allow machines to do the heavy lifting.

The dominant worldview now is Postmodern, where we have begun to deconstruct everything prior.

The key insight of postmodernism is aperspectivalism, or that no perspective is privileged. All views are situated, partial, and contextual. This is a great achievement, because we now know that one view is not the one true and absolute view (religiously, politically, etc) that everyone must conform to.

This achievement, however, has only accelerated the meaning crisis even further. So much so that we are waking up to the fact that something has to change.

It also leads to a contradiction that must be solved in the next stage of development (the age of intelligence) we are entering:

If no perspective is better, truer, or more developed than another, then the claim that all perspectives are equally valid is a perspective you are claiming is better. It is a value ranking. You deconstruct all hierarchies by creating your own.

Postmodernism correctly saw that no perspective is absolute, but then incorrectly concluded that no perspective is better.

Some perspectives are, in fact, better.

Why does this matter?

First, meaning effectively evolved as so:

Meaning from “Up There” (the Gods) → Meaning from “Out There” (productivity and progress) → Meaning From “Nowhere” (supposed equality) → What comes next (Meaning From “In Here?”)

Second, taste is a core skill that will matter going into the future, demanding that you say one thing is better than another. It demands exclusion.

Third, agency is also becoming a core survival skill. Very few people of the past consciously embodied it.

Fourth, your individual perspective may just be the one thing that AGI can’t replace. It may just be your competitive edge in your creative work.

Fifth, creatives are the meaning-architects of a society, and if the baby is thrown out with the bathwater (jobs), the result could be catastrophic.

And last, we’re smack in the middle of chaos, demanding a new structure to emerge. We get to play a role in how the future is formed. This is one massive reason why I write so much.

Further, productivity is no longer a reliable identity.

Nobody knows what path to take or what skill to learn.

Meaning is at an all time low, but so is certainty and security.

So what’s the next stage?

What can we learn to ensure that we don’t enter this new world at a massive disadvantage?

To understand that, we must understand the emerging techno-economic base (artificial intelligence), because that creates the conditions for the next worldview, and thus what we value, and even further what we do.

Important stuff.

Subscribe now

II – The acceleration of AI (and meaninglessness)

AI promises to remove us of all labor.

At least that’s what the hype is all about and what everyone is focused on.

It promises to provide the necessities so that we no longer live in scarcity.

But by all measures, the way in which it does so only increases the scarcity of meaning. Many people, including myself, derive meaning from a certain type of labor. I am not anti-AI in slightest, but I do not see a world where AI removes the craft from the creative.

But why?

Why will work disappear?

And what replaces the economic function of jobs?

To get a full picture, David Shapiro’s Post Labor Economics is a useful theory for what the future could look like.

The problem that’s on everyone’s mind is this:

Since jobs have been a thing (working for a wage), companies pay the workers, workers spend the money, companies make the money, and the cycle continues.

But then AI comes along and threatens it all.

As a company, the thought of having a machine do all your work is enticing. Humans are expensive, complicated, emotional, and legally risky. Up until now, the only option was to hire humans.

Once AI and robots cross the “better, faster, cheaper, safer” threshold for given job (let’s assume they actually do reach that point, we can only guess for now), it becomes economically irrational to keep humans doing the work. Irrational does not mean immoral or optional. I’m not here to take a stab at the morality of doing this.

It’s irrational because the hoe replaced the digging stick. The animal drawn plow replaced the hoe (and allowed a new class of explorers and conquerers to emerge). Industrial machines replaced the plow. With each evolution, the power and potential of an individual who utilized the tools increased. In today’s world, an individual can run a more lean and profitable business than many corporations could in the past. You can learn anything and build anything, but even with that power, most people will do nothing, and those who do will be in endless competition with each other, making us all ask where one’s competitive advantage lies.

But of course, there’s a huge problem with AI replacing all jobs.

If everyone gets fired, no one has money. If no one has money, no one buys anything. If no one buys anything, the economy collapses.

As we’ll find, the above sentence applies to people with jobs, not people with companies, and I can’t help but think about this quote from Naval:

There are almost 7B people on this planet. Someday, I hope, there will be almost 7B companies.

Right now, most people are worried about how they’ll get paid if they don’t have a job. The only three ways households get money is as so:

1. Wages – Someone pays you for your labor (employer, customer, self-employment)

2. Transfers – Government pays you (UBI, Social Security, SNAP, Medicare)

3. Capital Income – Your assets pay you (dividends, rent, interest, appreciation)

If the first collapses, the second and third have to carry the weight. But transfers alone create political instability and lose price signals. It just won’t work as an overall solution.

Meaning, one potential solution would be broadening capital participation. Regular people would own income-generating assets.

To keep this brief, I will not list all of the proposed mechanisms for this. Because the truth is that some people, especially creatives, will still want to work and be acknowledged for their work. That’s what we’re here to talk about.

Personally, I do not want to sit around and collect a baseline level of cash. Much of the meaning in my life comes from growing personally and professionally across various domains of life, and growth requires agency, and if money shifts from a productivity metric to a way to express agency, that is the path I would want to pursue.

I would recommend digging further into Shapiro’s ideas and folllowing him for when his comprehensive book on this topic, Labor Zero, comes out.

Fortunately, there are jobs that may persist even when automation is superior. These jobs are based on humans specifically demanding other humans:

• High-liability roles (where there’s someone to blame)

• Statutory positions (legally required humans)

• Experience economy (bartenders, boutiques, art)

• Meaning makers (helping people navigate the human experience)

• Relationship/trust jobs (sales, diplomacy, negotiation)

As an everyday creative, I want to focus on the third and fourth option.

That is what humans will pay a premium for.

But before we talk about how to join the new meaning economy or what high-level skills are required, we’ve missed something critical, which is how meaning is generated in the first place.

III – The evolution and anatomy of meaning (robots vs humans)

The elegance of the future is not in man versus machine but in their division of labor: silicon sanding the rough edges of necessity so carbon can ascend to meaning. We will abolish baristas and canonize chefs, silence agents and encore actors. It is the same selfish instinct in both arenas—purge friction, preserve narrative—driving a world where the driest chores are done by circuits and the juiciest stories are told by people who bleed.

– Chris Paik

For most of history, humans found meaning - or a reason to live - by looking up to the sky.

“Up there.”

Meaning was given.

Then, we got smarter, supposedly. We made productivity our God. We looked to science and reason for meaning.

“Out there.”

Meaning was earned.

Now, we’ve become too smart for our own good. We looked for meaning in relativity and couldn’t find it.

“Nowhere.”

Meaning was deconstructed.

Going into the future, it is your job to pick up the pieces. You must accept your role as the creator you are. The tool builder. The explorer. The problem solver. If you outsource too much of your agency to the machines, they will be just fine having you hooked up to a collective dopamine IV.

Now, meaning must be generated.

How do you generate meaning?

Well, it helps to look at what creates meaninglessness.

First, meaninglessness stems from stagnation. If you do nothing with your life - like many will once jobs are gone and they have just enough to stay afloat - you do not stay the same. You slowly fall into chaos. Entropy can be observed in the mind, too.

Second, meaninglessness is amplified by isolation. Without tribes and villages, we are the loneliest we’ve ever been. Screen in face waiting for the next paycheck so you can buy buy buy.

We could then say that the two pillars of meaning are the feeling of forward movement and a connection to something greater than yourself.

Progress and contribution.

For the longest time, we outsourced both. Progress was given by an employer and connection was given by a divine authority. Now, both are in your hands, and that will not sit well with a lot of people.

Progress and contribution are activated through creative problem solving. You have an aim for the future, you identify a problem preventing you from moving forward, you create a solution through experimentation, and you pass that on to someone else in a similar position, and if that person deems it valuable enough, they will exchange another form of value back with you.

Of course, that doesn’t help with understanding how creatives will survive if all jobs are gone, we’re getting to that.

What I am arguing is that you must become a creator. You must build your own thing. You must take your own path. You must express your agency. Do not, by any means, sit around waiting for the day when the world promises to solve all your problems, because I promise that it won’t.

Beyond the two pillars of meaning, there are three generators:

1. Struggle – The engine of progress. What you choose to struggle for (or care about) is your purpose.

2. Curiosity – The direction of progress. The non-linear choice of attention to solve problems.

3. Status – The proof of contribution. The recognition that completes the loop.

When you put those all together, you get a story.

Stories, authentic stories, are what will demand a premium price tag.

Because the human brain is a story engine.

That’s how we make sense of the world.

We hate when something is slow when it should be fast.

We hate long lines at the DMV. We hate the small-talking Uber Driver that’s late. We hate sitting for 30 minutes on hold to ask what should be a simple support question. We hate when our fast food order is wrong.

But we will pay top dollar to fly across the world to dine at a five star restaurant.

We sit at the edge of our seat while watching a tear-jerking play at the theatre.

When the task is about speed, accuracy, or utility, leave it to the machines. But when our mind leave the state of needing to do something just to get it done (when we engage in leisure, which there will be plenty of in the future) we crave something entirely different.

We crave the potential for failure.

We crave the lesson of the man who bleeds.

We crave the story, drama, novelty, myth and meaning, and we pay good money for it.

An entire economy will be built around this, and the construction has already started.

The question then is, what is so unique about you? And how can we be sure this won’t be replaced by machines?

IV – The creator economy = the meaning economy

If you are not paid from a job, and you do not find meaning in collecting just enough passive income to cover your necessities, what’s left?

To get paid from people who believe in what you are doing and want to see more of it in the world.

You pursue what you care about and inspire people to care about it too.

Attention, then, is the scarce resource that creatives will be competing for.

We’ve already been seeing this play out in the creator economy.

Elon Musk, as an obvious example, understands the raw power of attention. He can quite literally shape the future with it. He can marshal capital, talent, and networks. He resource of all resources to ensure that his life’s work of becoming interplanetary is carried out.

Mr. Beast is another. He is a master of attention capture, reinvests that back into production, which leads to more attention.

Think about how you get your education, news, and knowledge today. Most of it is on social media from creators who have taken it on as their job to provide their point of view. Centralized education and information is still at large, but not for long.

However, I don’t want to be the next Mr. Beast. You probably don’t want the risk and criticism of Musk. You simply want to pursue your interests and share it with a tribe of people who care about your vision just as much as you do, just like your brain is wired for. You want to generate and share meaning.

The biggest misconception of the creator economy is that it’s a winner takes all battleground. That couldn’t be any further from the truth.

Justin Welsh, a friend in the space, is known for wanting a quiet life. He wants meaningful work, ample family time, and the ability to do what he wants without financial stress. He does quite well for himself and has full control over how long he “works.”

But you don’t even have to go that big. There are plenty of people with small followings who make more than enough to live well. They don’t grind 16 hours a day. They don’t care about becoming billionaires. They just have something they deem meaningful and share it (while pairing it with the specific skills that allow them to garner attention, as we will discuss). You see these people every day. And by the way, if you want to become a billionaire or work extreme hours, be my guest, some people love that way of life and I’m not here to tell you how to live.

“But Dan, what about the dead internet? Isn’t AI just going to flood the space with brain rot and slop?”

Yes, actually.

How is that not a good thing?

You’re telling me that everyone is flooding the space with mediocre content so it’s never been easier to stand out? I think most of the worry about AI slop stems from a lack of understanding how attention works.

Once everyone can do it instantly, it becomes instantly worthless.

Sure, anyone can have AI write 1000 posts or 10 articles to play the algorithm lottery, but how often do you see “slop” actually go viral? And if it did, doesn’t that mean it’s not slop?

Slop lives on a spectrum. When I went mega viral last week, I had people reducing my article to “just a bunch of self-help cliches” when, if you actually read the article, you know that is a bit of a stretch - considering the sections on psychology, epistemology, and human behavior. There is no AI prompt that could produce that exact same article, or even this same article. Not to say that it was the deepest writing on Earth, but it makes me question why a bit of self-help sends certain people into a blind rage - could self-help not help you there? Smart people are often biased to the domains they are smart in, which is quite an unproductive way of thinking. And frankly, once a piece of content becomes “popular,” people who identify as anti-mainstream immediately find a reason to hate it. One mans slop is another mans treasure and vice versa.

Slop aside, you have access to ChatGPT, right? Then why are you reading this? Is it because you didn’t know what to type into the chatbot? Is it because there’s more to life than answering the questions you know to ask? Do you think ChatGPT is just going to deliver this exact article to you on a silver platter one day? Seriously, think about those questions before you start going on about how everything is doomed.

The truth is that skills are being abstracted up a layer.

The manual task of typing words on a page or adding brush strokes to a painting still matter, because compiling everything into a chat input removes agency for work that demands a personal touch, but they don’t matter as much as the mind of the artist doing that thing.

Skills like marketing, persuasion, writing, digital art, programming, and more still matter, but the people who are able to get the most results are operating from a higher level.

They’re operating at the human level.

Subscribe now

V – The last defensible moat is you

As a writer, I’ve been thinking about this a lot over the past few years.

Will AI ever be able to fully replace creatives and artists? That seems kind of bleak no matter which way you spin it.

Can AI ever write what I write?

Can AI ever create the music of a famous musician?

Can AI ever produce a Spielberg level film?

Can AI ever build a company like Steve Jobs could with Apple?

The answer I came to was... yes, but no.

Many will argue that AI can generate a beautiful essay or film, especially as the models get better, but they’re missing something crucial.

Let’s call this The Swap Test:

If you could swap the creator and the creation would be just as valuable, then AI can replace it.

If the creation only works because you made it, then that’s your edge. It carries your perspective, your situation, and your taste.

You see, certain types of work have an objective floor.

When it comes to writing, it’s perfectly fine if AI writes documentation, summarizes multiple sources of information, or makes instructions clearer. Hell, I would even argue that AI can take a brain dump of your original thoughts and structure them into something publishable, but some people may have a style they want to get across as well.

In other words, if speed and efficiency matter over voice, you can hand off control to AI.

But when it comes to writing a personal essay about grief after losing a parent, or writing an article arguing why minimalism is a trap for creatives, there’s something different at play.

Your point of view is at play.

You know, the most unique thing on this planet that nobody else has access to.

The culmination of beliefs, ideas, and experiences that can’t be reversed or resimulated that has been forming since the day you were born.

So that begs the question, if anyone can copy your writing, product, music, or art with a single prompt, when should you not hand over control to AI?

It lies in what AI cannot access.

• AI cannot think from your perspective. It can only think about your perspective or in the style of your perspective.

• AI cannot replicate your energy signature. It cannot select what to focus on and why it matters to you right now.

• AI cannot perform genuine sensemaking. It cannot decide what information means, what’s important, or how to frame it.

• AI does not have a trajectory. It does not have the stakes of death. And even if mortality becomes a solved problem, once a moment passes for humans, it’s over. AI can simulate stories, but time does not serve as a natural compression algorithm like it does for us.

• AI does not have evolving taste. It does not look back on it’s writing from a year ago and disagree with it. It does not grow.

In other words, AI can copy anything, but it cannot copy what happens next until it has already happened.

You, as a creative, have a perspective that is always evolving. AI is always chasing where you were but not where you are now.

By the time AI copies you, which could be instantly, you have already moved on.

What is considered “great work” is a moving target that evolves with society and culture. For creatives, the act of discovering what they think is the process.

If AI could perfectly write like me, right now, then I, being a stubborn human being, would not want to write about that anymore. What I care about would instantly change.

When I try to get AI to write like me, I immediately dislike it. Therefore, I would not write that thing.

So what’s changed going into the future of work?

Nothing, really. We’re finally just uncovering what mattered in the first place. People are so worried about the onslaught of AI slop without realizing that goods in high supply become commodities. The human perspective cannot be commoditized, therefore it will always demand a premium.

All of that makes sense and sounds nice, but it’s not very practical.

So what can you start doing, right now, to ensure that you create a perspective worth paying for?

VI – The post-labor skill stack

The skill stack of the future cannot be pinned down to career specific skills.

We all know that AI can write content, code, and music.

What’s much more important is developing the skills that make those things human.

Since this letter is getting long, I’m going to keep this brief. I already have and will continue to expand on these skills in my future writing. For now, this list is just for awareness so you can begin noticing opportunities to refine acquire and refine them.

The skill stack, which is more of a skill hierarchy, looks like so:

1) Agency – The meta skill that creates a story worth telling

Agency is the ability to act without permission or outside prompting.

In other words, it’s your ability to create a unique story. It’s your ability to set a trajectory for your life and make the billions of small and large decisions that move you forward, backward, and side to side. Within each of those decisions lies an opportunity to acquire pieces of knowledge that are then deposited in what you choose to create.

Agency is practiced through the 3 generators of meaning we discussed prior: struggle, status, and curiosity.

Struggle requires you to make deliberate choices, reject conformity, step into the arena, create the potential for failure, and develop a character arc. Staying on the default path society wants you on is a surefire way to get replaced.

Status, in the future, will still revolve around money, but money will shift from a productivity metric to a tool to express agency. The more money you acquire (not that you need to get uber rich) the more options you have, and the more unique your decision making can be. The complexity of your story increases with money.

Curiosity is how you, specifically, filter signal from noise. The more distracted and numb you become, the less you can notice your core pulling you toward a novel path in life.

2) Taste – The skill of discernment

AI right now is creating the infinite library problem.

If a library contained every possible book with every permutation of characters, it would contain all truths, all falsehoods, and all gibberish.

The library is effectively useless because finding meaningful text is statistically impossible.

Information without curation or structure is noise.

The curation and structure come from your taste.

Further, AI also creates the infinite monkey problem.

Given infinite time, a bunch of monkeys typing randomly could produce Shakespeare, but the output is meaningless because there’s no intention or selection behind it.

To develop taste you must build something of your own.

Because if taste is the ability to discern what’s worth keeping vs what’s not, and you do not have full control over that process, you are being molded by the taste of another.

As a creative, curation is a far more important skill than creation.

3) Perspective – Increasing your human capacity

Developmental psychology illustrates that human values and worldviews evolve through predictable stages over time.

We learned this back up at the top of this letter.

Typically, these stages follow a simple pattern: your mind becomes less conformist, ideological, and dogmatic - as long as you do not get stuck.

In other words, your mind expands. You’re able to make sense of higher level systems and constructs. You’re able to house greater complexity of thought without labeling it as “wrong” as a defense mechanism for a lack of understanding.

In other other words, you collect more perspective. You do not see the world from a narrow lens, which hinders your ability to curate, which limits the value of your taste.

The problem, as we see very clearly on social media, is that most of the population (documented at around 50%) lives in a highly conformist stage of development.

Meaning, most people don’t have the cognitive capacity for genuine agency. They simply here that they should become high agency and conform to that idea, which is a low agency behavior.

We’ve talked about ego development theory plenty of times before, and I will continue talking about it, but here’s the 80/20 of what actually increases your capacity for greater perspective:

• You do not try to “level up.” You simply allow yourself to become disoriented or knocked out of equilibrium and let that become your new normal with time (and without rejecting it).

• Example: When you get a new job and feel like you can’t do it, because your current mind can’t metabolize it, you learn. Same goes for new relationships or exposing yourself to new cultures.

• The worst thing you can do is double down on your current perspective, because that’s how you close yourself off to growth.

People try to resolve pain or dissonance to quickly because in today’s world, everything is quick.

They take the political opinion as law and now everyone else is wrong.

Or, they experience a false transformation and act like the higher stage without actually embodying it. We see this all the time in hippies. They use spirituality as a status symbol to mask their massive ego.

4) Persuasion – The ability to get people to care

You have something you’ve created.

Something you care about.

But most creatives stop there. They simply think they can post, write, produce and somehow people will magically find it. Or, they think that sounding intelligent or clever in their writing is enough to signal that their ideas are worth following. In reality, nobody cares unless you can persuade them as to how it’s beneficial to their lives.

When we lived in villages in tribes, you were assigned a role. You produced what was necessary and others benefited from it.

In today’s world, you’re seemingly all alone. You must put in effort to get your work spread.

Because you can have the best book, product, painting, or music in the world, but if you don’t understand the attention mechanisms (marketing, sales, social media, advertising) nobody is going to see it, and nobody is going to care enough to pay you. Art must merge with business.

We don’t need to go into “how” to learn these skills, because they are lower in this skill hierarchy for a reason.

You learn them automatically by building your own thing, making mistakes, and correcting those mistakes, and only a person of higher development can do that effectively.

In a nutshell: if you aren’t getting the results you want, you need to experiment, learn, and iterate until you do. That’s how you become effective at anything.

5) Technical Know-How – Utilizing AI and tools

This letter may seem like it’s against AI, but I can assure you that is not the case.

You don’t need to pick a team.

And c’mon, we just talked about that with developing perspective.

The truth is, everyone is going to be working with AI in some capacity, even the creatives who swear against it (while posting on X about how much they hate AI, feeding straight into Grok’s algorithm, well done.)

The best advice I can give, as always, is to experiment.

Try to use AI for the next project you build.

Ask the AI how you can pass off tasks that don’t demand a personal touch.

Feed it this letter if you want, give a description about what you are trying to create, and start playing around. See if it can provide some cognitive offload so your mind is more free to focus on what matters.

I will leave it there, because I’m as tired of writing as I’m sure you are reading this.

Thank you for your attention.

– Dan

At least for now. My articles are doing mindblowingly well on X.

People are saying it’s “just a trend,” but a friend of a friend is in charge of this stuff at X, and articles seem to be keeping people on the platform longer, which is what the social media companies want.

And, long-form content in general is just… better. Very few people can abuse it. It builds trust more. You can’t just tell ChatGPT to generate 1000 articles and expect there to be enough attention to go around like there is with short-form. If you want to stand out, it requires you to think. I will continue to stay bullish on Substack, X articles, YouTube, and podcasts - because the value in them lies in perspective. It lies in the craft of writing and articulating ideas in a way nobody else could. I’m tempted to just drop short form entirely, but I’m unsure if I’ll do that. I want to, though.

With that said, I think it’s timely to just give out my entire process.

I can’t promise anything with this, but if you’re looking to start talking about your interests on the internet, this is a great place to start.

I don’t want this to be a “how to go viral” guide. I want this to simply act as a foundation anyone can start with to begin writing long-form content in an impactful way.

To start, we are not going to focus on the actual nuances of writing and wordcrafting. I think that is best left for your own experimentation and allowing your taste to develop over time.

With that, it sucks to stare at a blank screen and not know what to say. If that’s the case for you, I want you to think of writing as thinking.

How do you “think?”

You question.

We’ll start with this short writing process, then we’ll go deeper and deeper:

Read more

Go to school.

Get a degree.

Get a job.

Retire at some point.

But there is so much wrong with that sequence of events.

We don’t live in the Industrial Age anymore. Specializing in one skill is almost certain death. I feel like we all know by this point how dangerous mechanical living and siloed learning is for your psyche and soul. And people can feel that we’re going through a second renaissance. Your curiosity and love for learning are your advantage in today’s world, but there is something missing.

For the longest time, I learned and learned and learned. I was stuck in tutorial hell. Some may call it shiny object syndrome to point out your lack of focus. I got my dopamine from feeling smart, but my life didn’t change all that much. Honestly, I felt like I was just falling behind. I tried so many different things in college. I had dreams of doing my own thing... earning an income from something creative... but after spending 5 years “learning,” I was met with the reality that I had to get the best job I could find just so I could survive.

The missing piece was a vessel.

A vessel that would allow me to channel all of my interests into meaningful work that I could earn a decent income from.

If you’ve ever felt guilty for not being able to pick one thing, if you’ve been told to niche down when your mind wants to expand, if you’ve wondered whether there’s a path you can take that doesn’t lead to the misery you see in everyone else’s eyes – this is the greatest time to be alive.

Here are 7 of the most compelling ideas I could come up with. We’ll start by understanding why having multiple interests is a superpower in today's world, then I’ll give you practical steps to turn that into your life’s work. We have a lot to talk about, so I hope you’re here for the ride.

I – The 3 ingredients of individual success & the death of the expert

The man whose whole life is spent in performing a few simple operations... generally becomes as stupid and ignorant as it is possible for a human creature to become. — Adam Smith

Funny you say that Mr. Smith, because you created those people, and we’re still dealing with the backlash.

Specialization took over during industrialization because, in a pin factory, for example, one worker doing every step could make 20 pins a day. Then workers, each doing one step, could make 48,000.

So we built an entire world around this model.

Humans became assembly lines working 9 to 5 because frankly, governments don’t serve the national interest, they serve their own interest. Corporations don’t serve the employees interest, they serve their own.

Schools were designed to serve that interest. Their sole purpose was to create factory workers who were punctual and obedient.

But this is no way to live.

If you want to have specialized knowledge so that you could never run an operation, especially your own operation, then be dependent on schools for your education and jobs for your wage. Be duped into believing the promise that specialization is what makes a human valuable when it is clear that the system does not need you, specifically, to perform that task.

In lies the distinction.

If pure specialization makes people stupid and dependent, what makes an individual smart and sovereign?

Three ingredients: Self-education, self-interest, self-sufficiency.

Self-education is clear, because if you want to achieve a result different from that of traditional education, you must direct your own learning.

Self-interest raises some flags. It sounds selfish and short-sighted, which many people view as bad without thinking through it, but it simply means “concern with one’s own interest,” because the only other option is to serve the interest of the organizations that compose society as it is, which we’ve discussed. In other words, follow your interest, because your interest can very well benefit others in a selfless way - depending on your level of cognitive and moral development. Oh, and by the way, indulging in short-lived pleasures (cheap dopamine) is usually not your interest, but the interest of corporations that benefit from your mindlessness.

The truly selfish person, in Ayn Rand’s view, is a self-respecting, self-supporting human being who neither sacrifices others to himself nor sacrifices himself to others. This rejects both the predator and the doormat.

Self-sufficiency is the refusal to outsource your judgment, learning, and agency. If self-education is the engine and self-interest is the compass, self-sufficiency is the foundation that prevents your life direction from being hijacked by another force. They collaborate, but are not fully dependent.

The generalist emerges naturally from this triad.

Self-interest motivates self-education.

You learn because it genuinely serves your flourishing, not because someone assigned it.

Self-education enables self-sufficiency.

You can only be sovereign over domains you understand.

Self-sufficiency clarifies self-interest.

When you’re not dependent on others’ interpretations, you can actually perceive what serves you. Most people pursue multiple interests as an escape from their work. When your interests become your work, or your life’s work, most of them start to filter out.

When we look at every CEO, founder, or creative that we actually admire, they are generalists.

They understand enough about marketing to direct it, enough about product to build it, and enough about people to lead them. But they also need to direct the ship. They need to learn and adapt when circumstances change.

More importantly, they understand that ideas across domains complement each other and create a unique way of viewing the world, which allows them to catch novel ideas from the aether and translate them into market value.

When we look at where the world is today, and if you understand the opportunities available to singular individuals, not just leaders, you will find that the options you have as a natural polymath are extensive. It should spark an immense amount of excitement in you.

II – You are living through the second renaissance, take advantage of it

Study the science of art. Study the art of science. Develop your senses—especially learn how to see. Realize that everything connects to everything else. — Leonardo da Vinci

The ultimate moat, or the final competitive edge worth paying for, in my opinion, is an opinion.

A perspective that only you can see, because the uniqueness of your life experience created it. That may just be the last thing anyone else can replicate.

And since that’s always been the case, why not prioritize that now? Especially when automation is at our doorstep?

But how do you prioritize it? How do you develop it?

By pursuing multiple interests and building something with them.

You see, every interest you’ve ever pursued leaves behind a residue. Every interest increases the number of connections that can be made. Every interest expands and increases the complexity of how you model and interpret reality. The more complex your model of reality, the more problems you can solve, opportunities you can see, and value you can create. Specialism completely halts this process, and your shiny object syndrome has been trying to tell you this whole time.

From birth until now, you are cultivating a way of seeing things that others can’t. A way of seeing things that AI can only think if you tell it what to think.

A person who studied psychology and design sees user behavior differently from the pure designer. A person who learned sales and philosophy closes deals differently than the pure salesman. A person who understands fitness and business builds health companies that MBAs can’t comprehend.

Your edge lies more in intersection than it does in expertise.

This is the exact pattern we see in the Renaissance that is coming back with a much stronger force now.

Consider what made it possible...

Before the printing press, knowledge was scarce.

Books were copied by hand. A single text could take a scribe months to reproduce. Libraries were rare. Literacy was rarer. If you wanted to learn something outside your trade, you either had access to a monastery or you didn’t learn it.

Then Gutenberg changed everything.

Within 50 years, 20 million books flooded Europe. Ideas that once took generations to spread now moved in months. Literacy exploded. The cost of knowledge collapsed.

For the first time in history, a person could realistically pursue multiple domains of mastery in a single lifetime.

The Renaissance was the result.

Da Vinci didn’t pick one thing. He painted, sculpted, engineered, studied anatomy, designed war machines, and mapped the human body. Michelangelo was a painter, sculptor, architect, and poet.

Unique minds are finally free to operate the way they are supposed to.

They were supposed to cross disciplines, synthesize connections, and follow curiosity wherever it led, but most of us never realized that.

The printing press was the catalyst for a new type of person to emerge. A person who could learn anything, combine everything, and create what no specialist ever could.

Subscribe now

III – How to turn multiple interests into a lucrative way of life

There are a few things we know so far:

• You have multiple interests but feel like you can’t keep learning forever

• You have a love for interest-based self-education but have to carve out time outside of your career to do it

• You understand the need to become self-sufficient but you feel like you don’t have value worth paying for, yet

• You need to be able to adapt fast because we don’t know what the future of work looks like

The question then is, how do we combine all of these things into one way of life?

How do we combine learning and earning into something you can do for work?

I’ll try to make this as logical as I can.

To make money from your interests, you need other people to become interested in them too. That part is trivial. If you became interested in something, other people can too, you simply must learn to persuade.

Further, you need a way for them to pay you. In this context, that usually means you need to sell a product, because you probably aren’t going to find a job that allows you to express your interests, and investing in stocks or real estate (to any effective degree) requires a good amount of capital.

In other words, you need attention.

Attention is one of the last moats.

Because when anyone can write anything or build any software, which ones are going to win? The ones that people know about. You can have the greatest product in the world, but if nobody knows about it, the person who can capture and hold attention will run laps around you.

As an aside, and if you’ve been keeping up with the tech space, no, I don’t think everyone will just “build their own software.” Most people don’t even spend 20 minutes cooking their own food. They would rather pay a few bucks for Uber Eats. And people have their own things they want to spend their time on.

Back to the point:

You need to become a creator.

Now, before you cringe and leave, I don’t exactly mean becoming a content creator (well… it’s complicated).

I mean that the solution to stop creating for someone else because you need them to give you a paycheck is to create for yourself.

Humans, by nature, are creators who were convinced that being a machine would lead to the American Dream. We are tool builders at our core. We thrive in any niche because we create solutions to problems. If a lion were put in Alaska, it would not build shelter and clothing. It would die. A lion belongs in its own niche.

The thing is, every business is a media business now. And remember, you need attention. Where is the attention? Mostly on social media until the next attention preference platform comes around - you’ll need to adapt at that point. So yes, if you have multiple interests, it would be wise to become a “content creator,” but it may be easier to think of social media as a mechanism to get your interests in front of other people. It is one piece of the puzzle to do independent work.

Plus, that covers all of our bases.

You love learning? Great, reframe it as “research” and now that’s literally your main job. Most of the things I write about simply come from me learning about my interests and treating social media like I’m “taking notes in public.”

(You’re already spending time learning, now just spend that time learning in public and boom you have the foundation of a business).

You need to become self-sufficient? Well, you’d need a business to do that, and every business needs to attract customers, and you probably don’t give two f*cks about paid ads, SEO, or any other form of marketing. This is what trips many people up because they are only used to doing one specialized task within a business as an employee.

You need to be able to adapt? Amazing, you can build and launch new products to your audience as fast as you can build them. I have a solid audience, and if my next product were to fail, I have people who would be willing to invest, be a part of the team, or support the next product. You can build your little SaaS company, but if you don’t have distribution, you are putting in marathons of extra leg work into getting capital, finding talent, and getting things off the ground.

No other job or business model allows you to do just that with so much freedom.

But how do you actually start building it?

How do you tie all of this together?

IV – How to turn yourself into a business

It’s unfortunate that “entrepreneurship” and “business” have become dirty words that make people think they aren’t qualified to take that path, so much so that when an opportunity comes up, they don’t even notice it.

If you’ve ever helped someone with your interests, you’re qualified to start a business.

They no longer require upfront capital. They are not reserved for unethical elites. They are not only for people who want to make a lot of money. And they are not only for talented or special people.

The reality is that entrepreneurship is in our nature. It is modern survival. We are wired to create and distribute value to a tribe of like-minded people. We are wired to hunt, explore the unknown, seek novelty, and never stagnate. Psychologically, this is the most enjoyable way of life, even if there are low periods, because those are what allow the (non-artificial) highs to exist.

Further, the barrier of entry has collapsed.

All you really need is a laptop and internet connection.

Distribution is now free thanks to social media (well, not free, but skill-based, which can be expensive in time). Anyone can post an idea that reaches millions, and if they have a product, those millions of eyes can result in millions of dollars if you know what you’re doing, and that’s a big if. Most people just love becoming really good at an interest or skill that doesn’t directly impact their success, potentially because they’re afraid of it.

Tools and technology now handle what used to require teams of people. You have access to AI and a plethora of useful software.

Now, there are 2 paths you can take to start.

Path 1) Skill-Based

This is what dominated the internet for the longest time. You “learn a marketable skill.” You teach that skill through content. Then you sell a product or service related to that skill.

The limitation here is the limitation of being a specialist. It is one-dimensional. You put yourself in a box. You “niche down” because you were told it is more profitable, and since you’re chasing profit over interest, you tend to build yourself into a second 9-5 where you do work you don’t care about for people you don’t care about.

Path 2) Development-Based

The creators that win right now are those without a niche they can be pinned down to. Typically, they are focused on one of the 4 eternal markets: health, wealth, relationships, happiness. Or even all of them. Technically, everyone’s niche is self-actualization, they are just all taking infinitely unique paths to get there.

• They pursue their own goals (brand).

• They teach what they learn (content).

• They help others achieve the goal faster (product).

For those with multiple interests, I obviously recommend this path, because it goes a bit deeper.

First, when you take this path, you are also taking the first path. Because building your brand, content, and product requires you to become good at all of the relevant marketable skills, so even if you fail, you have something worth paying for. You are building your business, and you can help others with a specific part of theirs if you are good at it.

Second, it flips the traditional model on its head.

You don’t create a customer avatar so that you can niche down and only focus on that. You turn yourself into the customer avatar.

That makes things much more palatable.

You pursue your goals in life and develop yourself → you have already validated the usefulness of what you will offer → you help the past version of yourself reach that same goal.

Don’t be a YouTube creator.

Don’t be a personal brand.

Don’t be an influencer.

Be you. But in a place where your work can be discovered, followed, and supported. Right now and for the foreseeable future, that’s on the internet.

Jordan Peterson (or others like him) isn’t a “content creator,” even though that’s how it seems on the surface.

He goes on tours, writes books, leverages social media as a base, and uses all of the tools at his disposal to spread his life’s work. He isn’t worried about the latest content idea trend. His mind outperforms any of those myopic growth strategies. The quality of his ideas is what sets him apart and changes people’s lives (regardless of your opinion on Peterson).

With that, I want to provide a different perspective on brand, content, and product. That way you can use this as a vessel for your life’s work.

V – Brand is an environment

Stop thinking of your brand as a profile picture and social media bio.

Brand is an environment where people come to transform.

Brand is the little world you are inviting others into.

Brand isn’t illustrated when a reader first visits your profile.

Brand is the accumulation of ideas in your reader’s mind after 3-6 months of following you.

You illustrate your worldview, story, and philosophy for life across every single touchpoint. Your banner, profile picture, bio, link in bio, landing page design, pinned content, posts, threads, newsletters, videos, and the rest.

In other words, your brand is this:

Your brand is your story.

It would help to spend a day writing out where you came from, the “low” points of your life, the experiences you’ve had and skills you’ve acquired, and how those things have helped you the most.

When you’re thinking of ideas, content, or products, you should filter them through your story. This doesn’t mean you have to talk about yourself all the time. It means you have to align what you’re saying so that your brand is cohesive.

The difficult part is realizing that your story is worth telling, even if you think it’s boring or haven’t reflected on your growth.

The point:

Your bio and profile picture do not matter. There are literal people with one word in their bio and a singular color for their profile picture.

My recommendation:

• Make a list of 5-10 people you respect online

• Look at their profile picture, bio, and content

• Take mental note of patterns between them

• Start formulating what you should do for your own brand, with your own little spin

In all honesty, I wouldn’t overcomplicate this or even worry about it. Your brand will take shape as you start writing content. We could even say that brand is content, so we need to get that right.

This article on the content ecosystem to build your own world may help.

VI – Content is novel perspectives

The internet is a fire hose of information.

AI is only adding more noise.

That means trust and signal are more important than ever.

In my opinion, the guiding light for your content should be to curate the best possible ideas in one place. Your brand is a collection of all the ideas you care about, in your own words, under one account on the internet.

If you have any plans to do podcasts or public speaking, notice how the best speakers always have 5-10 of their best arguments or ideas top of mind. They repeat these over and over and that’s how they build influence. If you don’t have a set of those 5-10 ideas, then you won’t be as impactful as you could be. Writing a truckload of content is how you discover those ideas.

Once the “idea density” of your content increases with time and effort, that’s what creates a brand worth following and paying for.

The goal of curating ideas to include under your brand should fall at the intersection of:

• Performance – the ideas have the potential to “do well.” This is the measure of how much other people will care.

• Excitement – the ideas give you a sense of excitement to write about them. This is the measure of how much you care.

Art and business.

Metrics and performance shouldn’t determine everything, but they do mean something.

Step 1) Build an idea museum

The secret of most creatives you love is that they keep a ruthless curation of notes, ideas, and sources of inspiration.

In other words, they have a “swipe file,” as marketers call it.

You can use Eden (if you have access), Apple Notes, Notion, or whatever else you want, but I want to make this very clear:

You need somewhere to jot down ideas as soon as they come to mind.

This is a critical habit.

Whenever you find an idea that is useful, either now or in the near future, write it down. You don’t need content pillars or 2-3 topics to talk about. The ideas you curate should simply be important to you. That alone means they are relevant to a specific niche of a person: you. However, you can create a content map if you’d like.

I don’t care how you structure this. It can be a neat and organized set of documents, or it can be a messy running note without structure. The habit matters more than the format.

You gauge performance by glancing at the likes, views, or general engagement of a post to see if it has the potential to resonate. If the idea falls flat or does worse than their other content, it probably won’t do well for you.

You gauge excitement by noticing when you feel as if you are wasting something valuable if you don’t write it down.

Step 2) Curate based on idea density

How do you start filling your idea museum?

You need 3-5 sources of information that have high idea density.

When I say “idea density,” I mean an idea that is high signal.

It’s difficult to explain how to find something that is high signal, because that is subjective. It’s dependent on your level of development (what’s useful for you), your audience’s level of development (what’s useful for them), and your translation from one to another.

The most basic piece of advice could be the most valuable thing in the world for someone else, but it may seem like common knowledge to you.

With time, you will tune your own signal-to-noise ratio by seeing what ideas resonate with your audience and which don’t.

The most idea-dense sources of information:

• Old or little-known books – I have 5 books that I reread over and over again because the ideas are so good. These are where the timeless principles live, untouched by trends.

• Curated blogs, accounts, or books – Blogs like Farnam Street curate the best ideas from modern intellectuals. Accounts like Navalism curate Naval’s best ideas. Books like The Maxwell Daily Reader have one of Maxwell’s best ideas one day at a time for a year. These do a lot of the heavy lifting for you, allowing you to pick and choose the best of the best.

• Heavy-hitting social accounts – I have a list of maybe 5 social accounts that always post great ideas. If I don’t have something to write about, I’ll scroll through their page and find something I have an opinion on and write about that.

Finding these sources takes a few months of discovery. But the result of maintaining an idea museum of dense ideas leads to you creating idea-dense content.

Your idea museum becomes a representation of the mind you are attempting to create.

That’s the ultimate goal.

To have a library of content so good that people can’t help but open your emails, turn on post notifications, share your ideas with friends, and think about your ideas often.

You become a curator of ideas that people wouldn’t even think to ask AI for, and that people would never come across organically.

That’s how you become less dependent on the algorithm for your success.

Step 3) Write 1 idea 1000 different ways

Becoming a good writer or speaker isn’t only about the idea, but how the idea is articulated.

The idea does a lot of the heavy lifting, but the structure is what makes it engaging, unique, and impactful.

Let me show you what I mean.

Take this post structure:

One pattern I’ve noticed in happy people: They’re obsessive about maintaining their mental clarity.

The idea here is that happy people maintain their mental clarity.

The structure is formatted in 2 parts: a hook in the form of an observation, and the delivery of what the observation is.

It seems simple, but the difference in the structure of an idea can make all the difference.

Now, if I take the same idea but use a “list” structure:

Happy people are clear-minded people:

– They take time for rest
– They focus on one singular goal
– They ruthlessly eliminate distractions

In other words, happy people are obsessive about maintaining their mental clarity.

Same idea. Different structure. Different impact.

If you wanted to, you could practice writing the same idea with every single post structure you come across.

Here’s how to practice this:

First, break down 3 ideas into their structure.

Choose 3 posts from your idea museum that resonated with you. Then, try to break down each part of the idea and write why it works.

If you don’t have experience with content psychology, that’s okay. You learn it as you practice.

This is the perfect time to employ AI for help. Try this prompt for each post:

Do a comprehensive analysis on this social post. The overall idea, how the sentences are structured, and choice of words. Analyze why people engage with it, why it works so well, what psychological tactics are being used, and how I can replicate this style step-by-step with my own ideas.

Then paste the post below the prompt.

I’d recommend Claude as the model to use for this over ChatGPT or Gemini.

Continue doing this for any idea you find along your journey that you want to incorporate as part of your writing style. You can use this for videos as well, not just posts.

Second, rewrite 3 ideas with different structures.

Go back to your idea museum and choose one idea you didn’t use in step one.

Then, try rewriting that idea with the 3 post structures you just broke down.

This is how you develop range.

This is how you stop staring at blank screens.

This is how you turn one idea into a week’s worth of content.

Why are we doing this?

Well, you now have all of the secrets to creating content that stands out and coming up with good ideas.

Seriously, those are the secrets. Any results that come from them are a matter of practice.

VII – Systems are the new product

Okay, this is getting long so I’m going to speed things up.

And I have an entire guide on creating your first product here... so don’t want to be redundant.

At this point in time, we are in a systems economy.

People don’t want a solution to their problems.

They want your solution to their problems.

There are tons of writing products out there, so what’s different about my 2 Hour Writer product, as an example? Or even Eden, the software that I’m building that could “easily be replaced by Google Drive or Dropbox,” according to super smart people who have definitely built successful products in the YouTube comments?

They’re systems that I created by getting results for myself.

2HW doesn’t teach a bunch of academic writing nonsense that doesn’t help you achieve our shared vision of living a creative and meaningful life.

I had a few problems:

• I had trouble having an endless source of content ideas.

• I didn’t want to waste a ton of time creating content for all different platforms.

So, I started experimenting with my own system.

My goal for the system was clear: write all of the content I need to in under 2 hours a day. That way my audience growth is handled and I can focus on building better products and enjoying life.

I started testing solutions to have more content ideas.

I created swipe files, steps to generate ideas, and templates if I still couldn’t think of anything.

I mapped out exactly what I was going to attempt to write each week: 3 posts a day, 1 thread a week, and 1 newsletter a week.

During that process, I realized I could cross-post my writing to all social platforms (this is public, you can see it). I also realized that threads could be turned into carousels, and newsletters could be turned into YouTube videos.

If the system didn’t flow, I would try new things the next week.

From there, I realized I could copy paste my newsletter to my blog, embed the YT video in that blog, promote my products in that blog, and turn that blog into more content ideas.

Then, I could link that blog under my content each day.

This led to more newsletter subscribers, YouTube subscribers, and product sales.

I realized that if everything I did was newsletter centric, that’s all I had to worry about for both growing my audience and promoting my products.

That’s how you stand out in a world of copy paste products.

Yes, it takes time and experience.

But the end result is so worth it.

That’s it for this letter.

Thank you for reading.

– Dan

First, if you made it this far, I like you. You read long things.

If you want to support this letter, consider joining the paid tier. I have everything from a full course on how to start a one-person business to prompts to reset your life to writing strategies I use when I can’t generate ideas.

Subscribe now

I’ve seen this take circulating for months now. And on the surface, it makes sense. AI can generate a “how to” post in seconds. Educational content is everywhere. The barrier to entry for sharing information has dropped to zero.

But if value-based content were actually dead, it would mean that it is no longer “value-based,” because value doesn’t die. The content that changes your behavior, that you save and come back to, that you send to a friend still exists. It’s just getting pushed out with AI generated BS.

What people really mean is that basic educational content is dead. The “5 tips to grow on social media” posts. The surface-level how-to threads that anyone can write (or prompt AI to write for them).

Value as a whole hasn’t disappeared. Just like with skill acquisition, it’s abstracted up a layer into the domain of personal narrative, original thought, and taste. It’s the kind of content that can’t be replicated by typing a sentence into ChatGPT and hitting enter.

This is surprisingly good news if you’re just starting out.

Because while everyone else is racing to produce more volume, praying they win the algorithm slot machine, the actual opportunity is in the opposite direction. It’s in the depth, context, and perspective that only you can provide.

I – The psychology of value

We don’t see things as they are, we see them as we are.

– Anaïs Nin

Most “value-based” content feels interchangeable.

Anyone could post it and nobody would know the difference.

There’s no energy signature that is yours.

The fault lies in how creators are taught. Be objective. Share facts. Teach proven frameworks. They feel like if they don’t do “what works” they won’t make it, but they aren’t experienced enough to know what works.

Value isn’t objective. Value is perception, and perception is shaped by the goals someone is trying to achieve.

Two people can read the same book and walk away with completely different insights. A student trying to pass a test will notice different sentences than an entrepreneur trying to build a business. The information is identical. The value extracted is not.

Your audience is composed of individuals with unique goals, and those goals determine what registers as valuable to them. This means you can’t create “objectively valuable” content. You can only create content that’s valuable to someone with a specific goal and those someones are randomly scrolling social media and have a brief window in which they can be exposed to your content. Expecting one great post to just magically appear in front of the right people is silly. It takes 6-12 months to see any form of traction start to pick up.

The broader the goal that your content helps people achieve, the more likely it is to spread to more people. A more specific goal results in a more niche audience, which is great, but it may be more difficult to get in front of these people. That’s why people recommend doing high-ticket products or services at the start and focusing on manual outreach, because it’s easier for you to just find and target those specific people.

This means you have to pick. You must have a perspective. You must share what you think rather than what you think you should think because some course taught you to think it.

The reason “value-based” content is dying is because anyone can ask AI to generate it on the spot. It doesn’t require taste or personality because it has been templated and frameworked to death.

That said, that doesn’t mean AI is the cause.

The person using AI is the cause, and I believe most people will be using AI for content in the future, which makes some people upset (for now, let me know how you feel in a year or two).

This is where the labor question comes in.

Writers get angry when other writers use ghostwriters. “They didn’t actually write it.” But readers don’t care. James Patterson’s audience cares about the story, not who typed the words. Patterson provides the vision, the direction, the taste. That’s where the value lives.

A film director doesn’t manually operate the camera. They don’t build the sets or mix the audio. But no one questions whether Spielberg “really” made the movie.

Value lies in the distinction between labor and direction.

Content is moving the same way.

From content creator to content director.

The people who resist this are the ones who’ve made labor their identity. They can’t separate the typing from the thinking, so they assume no one else can either.

But your reader only sees the output. And if the output is good (original, opinionated, and shaped by taste) they don’t care how it was made.

Create the content you want to see in the world, because guessing that’s not more generic AI-generated posts that sound like everyone else.

II – The slop spectrum

We live in a world without taste because taste requires judgment, and judgment requires hierarchy. We’ve been taught to reject both. Taste is slowly cultivated over time through exposure, repetition, comparison, and the willingness to say This is better than That. The modern world wants everything to be flat, interchangeable, and instantly gratifying. Real taste excludes. To have taste is to believe in an objective reality. To turn one thing down in favor of another. To say no to inclusion.

– Lobo on X

There was plenty of slop before AI existed.

The generic how-to threads. The recycled tips repackaged with a new hook. The “value-based content” that said nothing original and helped no one change their behavior. That was human slop. We just didn’t call it that.

The variable that separates slop from signal has never been who created it or what tool was used. It’s taste. And taste requires discernment. It’s the experience that allows you to say what should and shouldn’t belong.

Most people won’t do that. It’s easier to produce content that offends no one, excludes no one, and says nothing.

Slop exists on a spectrum.

One one end, you have slop and on the other you have art.

Artists all have their panties in a bunch right now because people using AI have the audacity to call themselves “AI artists.” But it goes both ways. We don’t call food “stove art.” We don’t call books “word art.” Art is something that transcends the norm. Art is as subjective as value. Not everyone who draws cool looking doodles on a page creates art. Most of it is closer to slop when we look at the entire spectrum.

Most “artists” don’t create art. Most “AI artists” don’t create it either. But there is absolutely a way to create something with AI that moves the soul of another. If you deny that, you are blinded by ideology. That said, it’s not easy to do.

Pertaining to content, on one end, you have content generated with zero personal context. You type a generic “write a thread about productivity” and publish whatever comes out. No vision. No curation. No taste. No ideas of your own. The AI is guessing based on the average of everything it’s been trained on, which means the output is, by definition, average. It’s fine if you’re just trying to speedrun an audience that doesn’t care about you, but I’m assuming most people reading this want “being a creator” to resemble something meaningful.

On the other end, you have signal. Content that could only come from you. Your experiences. Your opinions. Your taste applied at every decision point.

The spectrum in between is determined by how much personal context you pass off to the AI.

Think about it like directing a film.

If you hand a camera to someone and say “make a movie,” you’ll get something generic. But if you provide the script, the shot list, the color palette, the pacing notes, the references (if you make every meaningful decision and use the crew to execute your vision) the film is yours. The labor was distributed but the taste wasn’t.

The same applies to content.

Most of the famous creators you love and watch daily have teams of people in charge of the production. Hormozi probably just sits down and records the script that was given to him, but that doesn’t mean it isn’t valuable, and it doesn’t mean that some of it isn’t art.

The more context you provide like your past writing, your notes, your curated ideas, your specific opinions on what works and what doesn’t, the further you move from slop toward signal.

To do this, start by creating an idea museum.

If you already have content, go back through it. Pull the best lines, the ideas that resonated, and the frameworks that landed. Put them in a document. That’s your context library. That’s what you pass to AI when you need help executing. You would be considered a bad leader if you didn’t pass off all of the knowledge you have to a team member to succeed at the project. The same applies here. Sometimes you are going to have to get your hands dirty and go in manually if it you need to.

If you’re just starting out, do the same thing with other people’s content. Save the posts that stop you mid-scroll. Save the ideas that make you think “damn I wish I wrote that.” Collect the paragraphs from newsletters that change how you think. Build a museum of taste. Over time, you’ll notice patterns. Naturally, your mind will take the same shape, and you will notice your own ideas starting to emerge.

That’s how you develop this skill. Exposure, repetition, comparison, and the ability to curate would should be made vs what shouldn’t.

The people afraid of AI are the ones who never developed taste in the first place. They were producing human slop, and now they’re competing with machines that can produce slop faster.

Subscribe now

III – How to provide your unique form of value

You will never have access to another person’s state of mind, and they will never have access to yours. This is the essence of human uniqueness.

– P&P

Volume never mattered.

Everyone said it did. I can hear Alex Hormozi and Gary V (all respect to them) screaming “Post more! Publish more! The more content you put out, the more chances you have!”

It can obviously work, just like anything can, please don’t be one of those people who comments the exception, but it never really made sense to me, because when I tried it, my ideas started to suffer, and ideas are really the only thing that matter in this game. You can produce a hollywood level YouTube video, but if the core idea followed by subsequent high signal ideas are not there, then the video will not do well. Personally, I’d rather create the minimum amount of content to be consistent and post that across all platforms without worrying about repeating myself.

As an example, my newsletters have always been unconventionally long. They range between 2500-5000 words depending on the topic compared to 500-1000 words that marketers say is the sweet spot.

Years later and I can confidently say that was my edge. I wanted to nerd out for a long time in my newsletters and videos, and since the ideas were pretty good, they stood out compared to everyone else’s.

With AI, everyone can produce more volume. Thousands of posts scheduled in advance. Content calendars filled for months. The algorithm slot machine spinning faster than ever.

But more volume just means more noise. More people praying for a viral hit without realizing the lottery was never the real game.

What’s actually happening is simpler.

AI is accelerating the death of average content. The baseline is rising. And the things that have always mattered are mattering more. Originality of thought. Novel perspectives. Opinion over fact. Storytelling. Singal.

Let me explain that last one a bit more, because I’ve said it a few times.

Your brain notices important ideas. When you read something that clicks, something that feels true in a way you hadn’t articulated before, your brain releases dopamine. You feel a spark of excitement. You want to share it, save it, come back to it.

That’s signal. It’s your brain hinting at what is valuable to you.

Signal is the thing AI can’t manufacture. Because AI doesn’t get excited due to a sequence of uncountable events since birth that have led to the mind deciding that something is important enough to notice. AI doesn’t have a mission (aside from the one it is assigned) that frames your mind to notice what aids in the achievement of that mission. It doesn’t have taste. It pulls from the average of everything it’s seen and produces the average of everything it’s seen unless instructed to follow the personal process that you’ve reverse engineered by though reflection.

You, on the other hand, have a specific path you’re walking. A specific future you’re building toward. A specific set of problems you’ve solved and are solving. That’s your mission, and your mission determines what registers as signal to you.

In my eyes, the best route to take is mission-based over topic-based. I’ve discussed this before here.

Topic-based is the traditional approach. Pick a niche. Pick a target audience. Become the “go-to” person for that topic.

It works. But it boxes you in and is incredibly easy to replicate. If you fail or want to pivot, you’re starting over from scratch. That doesn’t sit well with people who know that they are going to change over the next 6-12 months. This path is anti-continuous learning, anti-polymath, and anti-human.

Mission-based is different.

You’re not building authority in a topic. You’re leading people toward a transformation. And anything that moves people toward that transformation becomes fair game for your content.

When I have a clear mission, like helping people become “future-proof” (*cough* the name of this newsletter *cough*), that is when my best work was born. Ideas flood in because I have a filter. Anything that helped people become valuable, adaptive, and free is worth writing about. And that can be anything from philosophy to business to psychology to daily routines. Things I like writing about.

Creating in alignment with a mission is taste applied to content strategy.

The ideas that excite you (the ones that make you stop mid-scroll and screenshot) those are signal. Lean into them. Write about them. Don’t water them down because you think you’re “supposed” to talk about something else.

Being a content creator is more meaningful now than it’s ever been.

The internet doesn’t have to devolve into a sea of slop you don’t want to see. If it did, no one would log on. People are hungry for signal. For original thought. For creators with missions they believe in.

IV – How to actually grow on social media (from zero)

Now, I know it’s bad taste to talk about growing on social media on social media. Nobody wants to be the person who grows by telling people how to grow.

But surprise surprise, there is value there. People want it. If you don’t want it, that’s fine, you don’t have to continue reading if you don’t want to.

Every time I talk about this, I feel like it goes over people’s heads because when I look at how they implement what I talk about, I do not see this anywhere.

And that’s unfortunate, because it’s the most important part.

You cannot rely on the algorithm alone.

Everyone is competing for the same thing. Everyone is posting content and praying it goes viral. Everyone is playing the slot machine. Everyone is hoping the algorithm gods smile upon them.

And yes, sometimes it works. Sometimes you strike gold. But you can’t build a business on sometimes.

Actual growth is slow and steady with occasional spikes when the algorithm decides to favor you. The spikes are a bonus, not the strategy. It’s better to act like they’re never going to happen.

If you don’t want to rely on the algorithm, you need to work to get your content in front of other people’s audiences. That means people sharing or interacting with your content, but if you understand psychology and incentives, doing that as a beginner is as hard as winning the algo lottery.

That means you have to network.

I know people are allergic to that word. Many get into social media because it feels like something they can do alone. No boss. No coworkers. Just you and your keyboard.

But you still have to develop your social skills. The internet doesn’t change human nature. It actually amplifies it. It scales it.

For over 150,000 years, humans lived in small, close-knit groups. Survival required social cohesion, trust, and cooperation. Those who were more loyal to their tribe had a better chance of surviving. They hunted more effectively, defended against predators, and supported one another through hardship.

This is how your brain is wired.

Robin Dunbar, the anthropologist, found that humans can only maintain about 150 stable relationships. You can observe this number in hunter-gatherer tribes or military units or modern business teams. When we try to build alone, we’re fighting against thousands of years of evolutionary programming.

Social media is no different.

Every creator you follow is in a group chat with other creators. They talk strategy. They share each other’s posts. They help each other grow by using basic traffic mechanisms like replies, quote posts, reposts, DMs.

Some groups engage with each other’s content every morning. Others share posts in a private chat and everyone reposts. The specifics vary, but the principle is the same: tribes grow faster than individuals.

If you think this sounds fishy or weird, I get it, but good luck in business if you aren’t wiling to form alliances, find mentors, and play the multiplayer game.

These groups are where I met lifelong friends, business partners, and even co-founders.

It’s kinda like finding a group of friends to play video games with. You party up and strategize how you’re going to win.

Start by commenting on posts from people you genuinely enjoy. Not for engagement. Not as a “growth hack.” But to seed a relationship. Say something worth saying. Add to the conversation. Be a person rather than a bot farming impressions.

Then DM them like you would anyone you’re trying to meet. Not the LinkedIn corporate pitch. Not “Hey! Love your stuff! Let’s hop on a call!” Just be normal. Act like you’re texting a friend. Talk about something specific they wrote. Listen to a podcast they were on and comment on something that resonated. Tell them how what you do relates to what they are doing. Share an article that you think they would also like and leave it at that.

Tribes form with shared interests and mutual benefit.

Aside from building a tribe, the other method is leveraging authority.

Quote other people’s content with your own insights so they feel compelled to follow you or share you with their audience. Write longer pieces where you discuss someone else’s ideas. Bonus points if they have a decent following, because it benefits them to share something that makes them look good.

You can write about an idea from Naval or Huberman, tag them, and even if they don’t see it or repost it, other people recognize the name. They’re more likely to read because they already trust the source you’re referencing.

You’re borrowing credibility while adding your own perspective. That’s how you grow without waiting for the algorithm to save you.

My last tip is this:

Create the content you want to see in the world.

If there were any “best strategy” to follow, it would be that.

Why? Because you are the niche. There are people like you who can benefit from what you’ve achieved. There are people who are at a similar level as you who want to join you on your mission.

If you create for your past, present, and future self (paired with the strategies we discussed) you shouldn’t have a problem making this work.

– Dan

You can watch the video version of this newsletter on YouTube here.

Here are more articles if you want to continue reading.

Listen to the audio version of this letter on Spotify.

Everything is changing.

Business, the internet, social media, coding, art, everything. What worked just last year is much less likely to work this year.

I’m not going to tell you to start an agency. I’m not going to tell you to start freelancing or coaching or any of the other low-hanging fruit that I’ve already talked about plenty of times in depth.

Instead, I’m going to show you exactly what type of business makes sense right now.

I’ve been seeing people say that “value-based content is dead” and that “info products are dead.” People feel like it isn’t worth it to start as a creator when there’s a new paradigm emerging that they don’t understand yet (I don’t think anyone truly understands it. I don’t. This letter is an educated guess at best).

Let’s talk about how the one-person business is changing, what the future of education looks like, and how to actually take advantage of this.

I – The one-person business model is evolving

Fortunes require leverage. Business leverage comes from capital, people, and products with no marginal cost of replication (code and media).

– Naval

For the last decade or so, the best way to build a cash-flow, absurdly high-margin business was with information products or coaching services.

It was great because with the internet, social media, and software, one singular person could start an entire business. That’s insane. One SINGLE person could be their own marketing, sales, product, and design departments. And this is obviously more possible than it ever has been with agentic AI - as we’ll continue to dive into in future letters.

In this digital world, you write content to get traffic without needing a physical business in the right location. You do something interesting with your life, or learn one of your passions enough until you become a valuable resource, and then you share it with others in an educational or entertaining way. Your brand is you, your content are little pieces of your mind, and your products are processes that solved a problem in your life and led to something better. Many overcomplicate that. This isn’t something that will ever go away, but the vessel by which you do this will continue to change, so you will need to keep your finger on the pulse of how everything evolves.

My entire goal with these letters is to help you become future-proof. They’re built around 2 pillars:

1. How do you figure out what you want in life (psychology, philosophy, personal development)

2. How do you succeed with that in today’s world to reach that (skill acquisition, business, technology, AI)

Previously, the second part was largely handled with a personal brand on social media and with some kind of information product, be it a simple ebook (level 1), a course (level 2), a cohort (level 3), a community (level 4).

But since everyone is talking about how “info products and value-based content are dead,” I think there’s something deeper at play. The process is still the same. You still pursue your curiosities and interests and share that with other people, but the vessel for doing that is no longer a static PDF, video course, or community.

I want to make this very clear: I am not on the jaded side that thinks every info product is a scam because everyone has one now. I think they can be life changing, they have been for me. I think they are the antidote to negative aspects of traditional education (i.e. conformity and getting trained into a job you hate). I do not think they are going away for good, and what I say in this letter will not apply to every single industry or niche, but as with almost every career sector right now (thanks to AI) the baseline that gets results has been raised.

An average person at a low level of development can now take the “quick and easy route” and tell AI to create a persuasive ebook, write viral content, and generate images and assets. They can make some form of money, but they will never compete with those who understand what’s going on.

In other words, it has never been easier to start a one-person business.

But if you don’t want to be in the lower class of the creator economy (I hate saying that, but it absolutely exists), you need to understand something very important.

II – We are breaching into stage 6 of the market

Markets move through predictable stages of awareness and saturation.

Eugene Schwartz categorized these into 5 stages.

At level one, when nobody is in the market yet, you just state what your product does and that tends to do the job. Then competitors arrive and you have to make bigger claims. Then the market gets skeptical so you explain your mechanism (saying “I will help you make money online” started to sound like a scam and you had to be more specific like “Implement the 2 Hour Content Ecosystem”). Then competitors copy that mechanism. Finally, everyone is exhausted by claims altogether and brand starts to be the major differentiator, which is happening right now with personal branding. People crave the sense of belonging they get from joining a tribe with a mission (I’ve talked about how your mission is your niche before). Community and authenticity matter more than who has the best sounding product.

We’ve hit that final stage across the board. So much so that “authenticity” isn’t a differentiating factor. People are just tired of the same old courses and coaching. It sucks, because those things are impactful, but there’s more to it.

The select few who are smart enough to transcend info products as a whole will be the ones who win. Transcending doesn’t mean you leave them behind. It means you evolve to the next level and integrate them, because education/learning as a domain will never go away.

But since you are competing in a space as one singular person, things can become saturated quite quickly. What I am going to tell you isn’t going to secure you for long, because the next level will be just around the corner. Info products didn’t last long (maybe 10-15 years?), and the next phase won’t last that long (maybe 2-3 years?). Who knows how business is going to look after that. We will be building for tomorrow rather than a year from now. Iteration cycles will be mind-bogglingly short. Timescales will be compressed.

The main advantage of being a one-person business is speed and adaptability. You must constantly be moving and iterating until you reach escape velocity and can move beyond the one-person business.

Of course, AI will make it so people can copy the front runners faster, but there is some good news here:

Most people just don’t do anything.

That sounds harsh, but you’re probably in an internet echo chamber. The average person still treats AI as a place to ask questions or generate a pretty image, and that may never change because the average person doesn’t use their free time to learn and explore. The average person thinks that they can do one thing, see some success, and then never do anything again because they are working toward an illusory retirement where all of their effort pays off and they can just “chill” for the rest of their life. The mechanical/linear model of work is not something to bet your future on.

Meaning is generated from struggle, status, and curiosity.

The day you stop following either one of those drives is the day your life gets considerably worse.

III – The future of education (products)

It’s no longer about sitting in front of a government-trained expert and ‘learning’ the same thing as everyone else to end up with a soon-to-be irrelevant skill stack... It’s about finding someone you relate with. Someone with a shared vision for the future.

– Purpose & Profit

I’ve always held a firm belief – even when everyone else considered courses and coaching a scam – that the creator economy was an interest-based education system far more effective than traditional schooling at teaching people the relevant skills to create the life they want.

I believe that people learn more, faster, and better when they learn from someone they can relate with. I believe that anyone can follow 4-5 people on a specific topic and become an expert in that domain much faster than they would by studying it in a formal setting.

I still hold the belief that there is knowledge and experience that only you can acquire, and I think it’s noble to both acquire it and pass it down. Some would even say that’s the most meaningful way to live, depending on which philosopher you look to.

But the format or vessel of how we pass down that knowledge needs to evolve as it always has from speaking by the fire to sending letters to building libraries to the day everything changed when the internet was born.

Static courses don’t cut it anymore (well they do, it’s not like they’re just going to zero one day, but the general market sentiment is a bit burnt out from them). A 10-hour video library where someone watches, takes notes, and hopefully implements isn’t something that people want that much anymore. It feels slow. They crave something faster and more efficient. Plus, it doesn’t help that 90% of people don’t finish courses and even more don’t get results. And now, with AI, anyone can generate that information in a second (if they know what to ask, which is unlikely).

That said, the future of education, in my eyes, is learning experiences rather than static courses.

You’re not only selling information anymore. You’re practically selling a second version of your mind. You’re selling your coaching services, but you aren’t there. Instead, you pass off everything you know to the AI and let people learn at their own speed.

“But what about schools who are implementing AI like this? Aren’t you competing with them?”

No, because schools are educating the public on what’s necessary to operate within society. Preferably, you’re teaching people something very few people have done and schools wouldn’t think to teach. You are placing a price tag on your own curiosity and self-development.

IV – How AI changes the way we learn

AI is great for utility-based tasks, but not so much with meaning-based tasks unless you find a way to implement it in your workflow in a useful way. (No, I don’t think AI makes everyone dumb and takes away all of our human faculties. I think people can absolutely fall into that trap on an individual level if they do not have any restraint or desire to maintain those faculties).

As an example, I had AI do a ton of writing for me last month. Around 30 articles in 2 hours. But this isn’t the typical writing (like this letter) where I would have to be so much more critical of what the AI generates.

For this little project, I built a help center so I could have our support agent reference the knowledge base of 30 articles and answer questions or resolve support requests quickly. This knowledge base is also used by our new AI agent that can quickly resolve questions that don’t need a human. Response times are now instant.

To build this help center, I told AI to research how other help centers are structured, propose ideas for articles that should be there, and interview me about my company and product to write all of them. All I did was answer questions and fix some mistakes that the AI made when talking about how to do specific things within the product, Eden.

Now take that same concept and apply it to the internet education/creator economy.

Imagine a course that has a knowledge base of all the course content, but the chatbot isn’t for support. It’s there to help the student learn, practice, and implement the material. Hell, it can even help them do the work.

An AI that helps you write the newsletter like a coach sitting next to you can get results faster than a student learning from a static course and potentially quitting because they got stuck on something.

This is what I mean by learning experiences. The student no longer just buys a bundle of lessons and prays that they change their life. Instead, they’re interacting, getting feedback, and actually doing the thing with guidance. Learning by doing is the best way to learn, as I’m sure you know. Gone are the days of being stuck in tutorial hell, hopefully.

This isn’t new, by the way.

Before mass education existed, this is exactly how knowledge was passed down. Apprenticeship. A blacksmith didn’t hand his apprentice a manual and say “figure it out.” He worked alongside him. Corrected his grip in real time. Pointed out mistakes as they happened.

Then we industrialized education. We needed to train thousands of workers quickly, so we created the lecture model. One teacher, many students, standardized curriculum. Efficient for scale. Terrible for actual learning (but turned out to be great for indoctrinating).

Courses are just digital lectures. And they have the same problem. The teacher isn’t there when the student gets stuck, and the education happens outside of the environment in which the education is to be applied.

For the first time since the apprenticeship model, we can have personalized, interactive guidance at scale. This won’t click for those who think that all AI output is the same as you chatting with ChatGPT. Your AI doesn’t replace you as the teacher. It’s yet another way to ‘build once, sell twice’ but on a more impactful scale.

If I were personally doing this (I don’t plan to because I’m building two bigger companies right now. I think the one-person business is an incredible starting point, but I want to keep pushing) here’s what I would do with my 2 Hour Writer course.

First, I would create the modules to the course. That’s already done on my end.

Then, I would build some form of an interactive chatbot. Like a small software. This would take me a bit because I’m not a programmer, but with today’s tools I don’t think something that simple would be too difficult to do.

It would have 3 different modes or tabs: Learn, Practice, Create. They would each have a series of prompts that can be executed in the right order to teach, give interactive practice, and “grade” their work so to say. It would make learning and writing very fun.

V – How to build a micro SaaS (non-exhaustive)

Again, I don’t think info products will be (completely) dead anytime soon.

Education is too important for the human brain, and choosing what to be educated on based on goals you derived for yourself is still one of the last moats. Learning is too foundational to the human experience to ever be fully commoditized.

With that said, the info products we know today will look more like software over the next few years. Rather than having an ebook to download, you have a website to visit or app to install. A few of my business friends are already doing this. One turned his offer creation process into an app that helps you find the right idea and formulate your offer.

So, rather than selling something like a “how to talk to girls” ebook, course, or coaching program, you create a chatbot that simulates them talking to girls. Rather than a static productivity course, you create an AI that helps them identify their vision, goals, and priority tasks, then pings them with notifications to actually do those things. Maybe integrate that with some kind of todo list app and now you have something much more enticing than “buy my course” to promote in your content. You build a coach that costs far less than it would to hire you.

For something like a high-ticket service rather than a product, this could look like helping other businesses implement an AI system in a unique way. You could consult people on a content writing process or build an agency as you normally would while offering what you would have offered before, but with AI integrated.

If you’ve been following along my newsletters at all, or if you’ve looked at the prompts I have on here, then you’ll know exactly what I’m getting at. Any of the prompts I’ve sent to this list could easily become a micro software that I charge a few bucks a month for. Or, if it’s a one-and-done type deal like my friend’s offer creation app, it could be a one-time price to access. I also taught how to create good prompts here (which will be a crucial step in this process). Those would become the system prompts of your AI portion of the software.

Rather than creating a very general ChatGPT, you create a hyper-specific chat or software that helps people learn, practice, and do the thing you were teaching about in the first place with the info product.

“But Dan, isn’t building a ChatGPT wrapper cheating?”

Well, by that logic, building anything on the internet is cheating. Typeform, a billion dollar company, is just an HTML wrapper. Cursor is a GPT wrapper. Any info product you build is wrapped by the platform you build it on, and if AI is like the next cloud solution, every piece of software on the internet will be a wrapper. So yes, as one person who has to be savvy with their resources and use third party tools, a ChatGPT wrapper is a great way to go. And they tend to be pretty simple.

People telling you that you can’t create a ChatGPT wrapper is like telling you that if you want to build a chair, you can’t use wood.

You create the course kind of like you would create a help center. You build out all of the articles – you practically create the course, with the help of AI if you want, but with a few more steps.

Then you create what’s called a system prompt.

Like we just talked about, a system prompt is the set of instructions you give to an AI before it talks to anyone. It defines the AI’s personality, knowledge boundaries, and behavior rules. Think of it as programming the AI’s identity.

For example, if you were creating an AI writing coach, your system prompt might include:

• The AI’s role: How the AI should act

• Its instructions: What exactly it should do, step by step

• Its knowledge base: All of your frameworks, processes, and examples

• Its boundaries: What it should and shouldn’t help with

• Its personality: How it talks, what tone it uses, how harsh or supportive it is

The prompt is what makes your AI different from anyone else’s. It’s your specific knowledge, your frameworks, and your voice packaged into a tool that can help thousands of people at once.

Can people steal it? Sure they can. But they could have stolen anything that you build. You have to act fast, as I discussed earlier.

VI – Obsession and experimentation are the moat

Use a tool like Replit or Cursor.

Replit is more beginner friendly, Cursor is a bit more complex.

You can also try playing around with just Claude Code and see how that does.

Yes, you will have to learn how to use it (shocking, I know, I can’t believe you have to actually spend time learning something to get a different results from those who don’t learn anything). The best way to do this is to build alongside something like a YouTube tutorial and use AI as a study partner when you get stumped. Ask it what the best way to go about “vibe coding” is. Ask it to create a comprehensive game plan to build the software step by step. Have it ask clarifying questions about how you want it built.

Then, just start tinkering and building.

Your first few tries will obviously suck and you will have to learn how to fix it. You will probably have to build 3-4 apps before you feel like one is worth putting a price tag on.

The question now is, where does your actual advantage lie?

Your advantage isn’t doing what AI can’t do. That’s a losing game.

Your advantage is doing what only you would think to do with AI.

Not everyone types the same thing into ChatGPT or Replit or Cursor. Meaning the output of those things are infinitely unique. Your unique combination of interests, experiences, and insights leads to prompts and products that nobody else would create.

Naval explains this as specific knowledge:

• Specific knowledge can’t be trained for

• It comes from pursuing genuine curiosity

• Building it will “feel like play to you”

• It’s often at the “edge of knowledge”

The person who spent 10 years obsessing over productivity and then builds an AI tool around that specific knowledge will create something fundamentally different than someone who just asked ChatGPT to “make a productivity app.” And if that obsessed person has built an audience on social media with said specific knowledge, you have successfully broken past the 5th level of market sophistication into the land of irreplaceability (for now).

Your years of reading, experimenting, failing, and figuring things out is the moat.

The irony is that AI is making human knowledge more valuable, not less.

AI made everyone fast. Anyone can make a course. Anyone can write content. Anyone can copy anyone. But very few people are uncopyable. Very few people have spent years developing so much fine-tuned experience (taste) that nobody would think to copy the details that make it work.

Build the thing only you would think to build.

– Dan

If you want to watch the video or podcast version of this letter, you can do so on YouTube or Spotify here.

Here are related letters if you want to continue reading:

Listen to the audio version of this letter on Spotify.

There’s been a shift this month.

And I know everyone says that... and everyone has been saying AI will change everything for years now. Most people started to tune it out. But something changed recently. The tools got better. People became angrier. The people who tried to find useful applications for AI started to pull ahead of everyone else (I’m seeing this firsthand with my dev team).

This is one out of many examples that my feed is flooded with.

Whenever there’s a shift like this, the same pattern emerges. Three types of people reveal themselves.

1) The resisters

They attach their identity to the way things were done. They see any new tool as a threat to their sense of self. The artists screaming that anyone who uses AI is a bad person. The writers (like myself) saying that good writing can’t be replaced. And of course the creatives rage-posting about the death of creativity while refusing to learn how the new tools work.

If you can, avoid these people. And if you are one of them, keep an open mind.

2) The waiters

They see the change happening, but they tell themselves it will “blow over.” They keep their heads down because for most of their life, they’ve been dependent on someone else for the job, the life direction, and the ability to survive. They don’t know any other way of doing things.

The problem is the penalty for starting late.

In previous shifts, you could wait a few years and catch up. The gap was linear. But AI is different. The gap is exponential. The people experimenting today are compounding their skills every month (I hate sounding sensationalist, but I’ve personally experienced this). The worker who waits until 2027 will wake up to find the entry-level is gone and everyone else is years ahead.

3) The curious

They stay curious, experiment, build, and figure out how to adopt the new way in their own way without romanticizing the past or fearing the future. They understand that new things have a time lag before they become useful, and that just like any other skill, it takes trial and error to make it useful for you.

It has always been important to become the 3rd person, as the main drivers of meaning are struggle, status, and curiosity.

But now is as good a time as ever.

In this letter I want to share 4 ideas that may change your mind about AI, what skills you should learn going into the next 1-2 years, and the single decision that matters to take control of your life.

I – Why this time is same same but different

People act like technological disruption is new.

It’s not.

The printing press rendered scribes obsolete. Before Gutenberg, bookmakers employed dozens of trained artisans to hand-copy manuscripts. A skill that took years to master. Before they knew it, that skillset was worthless. A single press could produce 3,600 pages per workday. The scribes who refused to adapt disappeared. The ones who learned to operate the new machines thrived.

The scribes were replaced by people who learned to use machines.

The same pattern repeated in the Industrial Revolution. Hand-weavers protested. Some even smashed the machines. Meanwhile, mechanized cotton spinning increased output per worker by 500x. New jobs emerged like printers, typesetters, machine operators, and engineers. The nature of work changed. Work didn’t disappear.

In 1814, The Times of London secretly installed the steam-powered printing press. They printed the November 29th issue at night because the pressmen had vowed to destroy any machine that threatened their jobs. The new press rolled out 1,100 pages per hour instead of 250. The pressmen lost. The newspaper industry exploded. Literacy rates climbed.

The pattern is that skills abstract upward.

The scribe became the editor. The hand-weaver became the machine operator. The typesetter became the designer. Each wave of technology pushed humans to operate at a higher level.

David Deutsch, influenced by Karl Popper, calls humans “universal explainers” capable of understanding anything understandable within the realm of possibility. We create knowledge through conjecture and criticism. Trial and error. Guessing and correcting. This is how we adapt.

The people worried about AI think it will render humans irrelevant. But there is no limit to what humans can understand or create given the right knowledge. The tools change. The capacity to wield them does not.

So why is this time different?

The timescale is compressed.

The printing press took decades to spread across Europe. The Industrial Revolution unfolded over a century. AI is moving faster than all of them.

Many people still think this is speculation because “AI isn’t that impressive.”

That’s because most people still have the get-rich-quick cheap-dopamine-addicted brain that wants AI to solve every problem with a single query. Doesn’t work that way.

In 2020, DeepMind’s AlphaFold solved the protein folding problem that stumped biologists for 50 years. Proteins are the molecular machines of life. Their shape determines their function. Knowing how a protein folds means understanding how diseases work and how drugs can target them. What used to take a PhD student months of lab work now takes minutes.

The gap between those who adopt and those who wait is compounding every month. The person who starts experimenting today will be unrecognizable in 2 years. The person who waits will spend those 2 years falling behind.

The pattern of history is clear. The question is whether you see it.

II – Skills are abstracting up a layer

I said I’d never use AI to write.

I meant it. Writing is my craft. It’s how I think. Outsourcing it felt like outsourcing my mind.

But something has changed as I’ve started acquiring more of the skill beyond using it as a box to type questions. Of course, having AI generate the entire piece without any of my own thinking, direction, or ideas still gives me the chills. But I’ve found a process where AI handles a lot of the labor while I stay in control of the thinking, and personally, I think this is the future of writing. It will take me an entire newsletter or two to fully explain how it works, because it truly is a skill, and it’s one I’m enjoying more than manually putting words on the screen. I get to think from a higher level of what impact I want the writing to have.

As a brief explanation that doesn’t do it much justice: I start with an outline of the points and ideas I want to write about. This can get pretty extensive. I practically write the piece without worrying about grammar. I feed my books and past content into context so the AI understands how I think and has my core worldview and philosophy. Then I flesh out the ideas while the AI researches alongside me. It pulls information and surfaces patterns I know and understand, but would take me hours to find because I can’t remember textbooks of information. This is actually becoming the foundation of the research feature we are building into Eden. After that, I comb through drafts, make cuts, redirect when something feels dead, push harder when something feels alive, and give my “commentary” on places that feel like they’re lacking, which helps me think deeper about the subject.

The words on the page are still mine. But my job changed, and surprisingly I’m writing more than ever. It’s like a little game that I want to keep playing.

For those unaware, I created a mini-course on how I use AI. This doesn’t include what I’m doing right now, but I still feel like it will blow most people’s minds if they haven’t “felt” what AI is capable of.

This is the same pattern from every technological shift. The scribe copied letters. Then the printing press made copying irrelevant, and the job of the editor emerged... someone whose job was deciding what’s worth printing in the first place. The skill abstracted up a layer but the craft remained.

Writing is going through the same shift right now.

Anyone can generate 2,000 words in 30 seconds. Competent, forgettable writing is now $20/month via a ChatGPT subscription. The baseline got flooded. If your writing was already average, you’re now competing with infinite average.

The ceiling hasn’t moved though. What makes writing great hasn’t changed. Originality of thought, a voice that’s unmistakably yours, and the ability to make someone see something they hadn’t seen before.

The difference between average and great is taste.

The future belongs to those who can filter signal from noise. When anyone can produce anything, choosing what deserves to exist becomes the skill.

And taste is harder to develop when the friction disappears. Writing by hand was slow, and the slowness forced you to think. When AI removes that friction, you have to supply the judgment that friction used to provide

That’s where the gap opens.

I’m telling you this because most people try AI once, get mediocre output, and decide it doesn’t work. This is like falling off a bike and concluding that bike didn’t work or was somehow a bad product.

AI has a skill curve. The barrier to entry looks low because anyone can type a prompt. But using AI at peak capacity takes experimentation. It takes failing, adjusting, trying again. It takes intelligence (as discussed here). It takes experimenting until you find a workflow that fits how you think, which is infinitely unique.

Subscribe now

III – What to actually learn in 2026

You have my permission to ignore all “best skills to learn in 2026” lists.

No skill is going to save you. The ability to learn any skill fast, however, will.

Devon Eriksen talks about the “liberating arts,” the skills that free people have always needed to act on their own behalf:

• Logic: deriving truth from known facts

• Statistics: understanding the implications of data

• Rhetoric: persuading, and spotting persuasion tactics

• Research: gathering information on unknown subjects

• Psychology: discerning the true motives of yourself and others

• Investment: managing and growing assets

• Agency: deciding what to pursue and acting without permission

These aren’t necessarily skills, but rather capacities that you develop by doing things that demand them

There are 3 things that demand them at once, and I believe these are critical going into an age where job loss is a large threat:

1) Build your own thing and put it in front of people.

A product, a project, a piece of work with your name on it. This forces rhetoric because you have to persuade people to care. It forces practical psychology because you have to understand what others actually want, not what you think they should want. It forces agency because you have to act (and especially iterate) without permission. You learn these by getting feedback from reality, not from books.

I believe we are witnessing the return of the artisan, but from a completely new point of view.

2) Write publicly, consistently, even if you do it with AI.

Writing is compressed thinking. It forces logic because weak arguments collapse on the page. It forces research because you can’t fake depth. It exposes where your ideas are thin. And it builds an asset (audience, reputation, proof of work) that compounds.

Frankly, and I’m still not sure how I feel about this, most people are going to be writing with AI. But there will still be skilled and unskilled writers. And AI has a very identifiable flavor that most people are already tired of. Personally, I believe the distinction between skilled and unskilled writing lies in the density of ideas, the quality of argument, the synthesis of concepts, and the novelty of perspective rather than the labor of putting words on paper.

If you’re just saying “generate a newsletter on productivity for me,” you have quite a bit more to learn.

3) Use AI to do things you couldn’t do before, not just things you didn’t want to do.

Most people use AI to avoid work. The edge goes to people using AI to attempt work that was previously impossible for one person. Research that would have taken weeks. Synthesis across dozens of sources. The question isn’t “how do I do less?” It’s “what can I do now that I couldn’t before?”

For utility-based tasks, use AI all you want.

For meaning-based tasks, be very careful that you aren’t using AI as a way to avoid struggle and skill development, because that will quickly diminish the meaning you can derive from it.

IV – The only questions that matter

After reading this, I want you to question three things:

• Every skill you have.

• Every habit you repeat without thought.

• Every default way you spend your time.

Now if you were to do those same things, every day for the rest of your life like you are set to do right now (because it’s human nature), is that going to lead to a future you want?

Really think about that in relation to how fast the world is changing.

Are you on the cutting edge, or are you settling for the average life reserved for average people?

There is something you can do that won’t be entirely replaced.

Some combination of your taste, your judgment, your way of seeing problems.

Your job is to find that thing. And you aren’t going to find it by waiting or resisting. You must experiment at the edge of what you know. You must discover what your edge actually is.

The people who figure this out in the next 12-36 months will be seen as a different species. The fruits of exponential progress are reserved for those who lean into the risk and figure it out along the way.

– Dan

Watch the video version of this letter on YouTube.

Listen to the audio version of this letter on Spotify.

If you want to read more, here are some letters I recommend:

And that’s okay. Most people do (studies show 80-90% failure rates) because most people don’t actually want to change on a deep, internal level. That is, they go about changing their life in the completely wrong way. They create a new years resolution because everyone else does – humans want to impress others more than they want to impress themselves... we create a superficial meaning out of status games – but they don’t meet the requirements for true change, which goes a lot deeper than convincing yourself you’re going to be more disciplined or productive this year.

I’m not here to talk down on you. I’ve quit 10 times more goals than I’ve set. I think that should be the case for most people. But the fact that people try to change their lives and utterly fail almost every time holds true. So much so that it’s a meme for the gym to be crowded during January and return back to normal in February.

However, as much as I think new years resolutions are stupid, it’s always wise to reflect on the life you hate so you can launch yourself toward something that much better, as we will discuss.

Human nature is a b*tch, and the worst feeling is when you make a promise to yourself and can’t help but break it. You start to feel helpless, and if you don’t know what you’re doing, you may continue the cycle for years on end: always wanting to change, but never being able to.

So whether you want to start the business, transform your body, or take the risk toward a more meaningful life without quitting after 2 weeks, I want to share 7 ideas you probably haven’t heard before on behavior change, psychology, and productivity so you can do just that in 2026.

This will be comprehensive.

This isn’t one of those letters that you read through and forget about.

This is something you will want to bookmark, take notes on, and set aside time to think about.

The protocol at the end – to dig deep into your psyche and uncover what you truly want in life – will take about a full day to complete, with effects that last far longer than that.

All I ask is that you dedicate your full attention to this. If you get bored skip to the next section and go back to fill in the blanks if you need to.

Let’s begin.

(I also turned this letter into a video if you would rather watch it)

I – You aren’t where you want to be because you aren’t the person who would be there

When it comes to New Year’s resolutions, people only focus on one of the two requirements for success:

1. Changing your actions to make progress toward the goal (least important, second order)

2. Changing who you are so that your behavior naturally follows (most important, first order)

Most people set a surface-level goal, hype themselves up to remain disciplined for the first few weeks, then go back to their old ways without much struggle, because they were trying to build a great life on a rotting foundation.

If this doesn’t make sense, let’s run through an example.

Think of somebody successful. It can be a bodybuilder with a great physique, a founder/CEO worth hundreds of millions, or a charismatic dude who can chat up a group without a shred of anxiety entering his mind space.

Do you think the bodybuilder has to “grind” to eat healthy? Does the CEO have to discipline themselves to show up and lead the team? To you, it may seem like that on the surface, but the truth is that they can’t see themselves living any other way. The bodybuilder has to grind to eat unhealthily. The CEO has to force themself to lie in bed past their alarm clock, and they hate every second of it.

To some people, my own lifestyle seems a bit extreme and disciplined. To me, it’s natural, and I don’t say that to contrast it with any other kind of lifestyle. I simply enjoy living this way. When my mom tells me that I should take a break, go out, and have some fun... I hold my tongue from telling her, “If I weren’t having fun, why would I be doing what I’m doing?”

Do not take this next sentence lightly.

If you want a specific outcome in life, you must have the lifestyle that creates that outcome long before you reach it.

If someone says they want to lose 30 pounds, I often don’t believe them. Not because I don’t think they are capable, but because there are too many times when that same person says “they can’t wait until they’re done losing weight so they can start to enjoy life again.” I hate to break it to you, but if you don’t adopt the lifestyle that led to you losing the weight, for life, and find a reason with a higher gravitational pull than the one tying you to your previous ways, then you will go straight back to where you started, and you can unhappily say that you wasted the resource you will never get back: time.

When you truly change yourself, all of your habits that don’t move the needle toward your goal become disgusting, because you have a deep and profound awareness of what kind of life those actions compound into. You are okay with your current standards because you are not fully aware of what they are or what they lead to. We will discuss how to uncover this, but we need to build up to that.

You say you want to change. You say you want to “become financially free” and “get healthy,” but your actions show otherwise for a reason. And it goes a lot deeper than you think.

II – You aren’t where you want to be because you don’t want to be there

Trust only movement. Life happens at the level of events, not of words. Trust movement.

– Alfred Adler

If you want to change who you are, you must understand how the mind works so that you can start to reprogram it.

The first step to understanding the mind is to understand that all behavior is goal-oriented. When you think about it, this is kinda obvious, but when we dig into it, most people don’t want to hear it.

You take a step forward because you want to reach a certain location.

You scratch your nose because you want to make the itch go away.

Those ones are clear, but most of the time, your goals are unconscious. You may not realize that when you sit on the couch in the middle of the day, you are trying to burn time before your next responsibility, as one simple example.

On an even more unconscious and complex level, you pursue goals that can harm you, but you justify your actions in a way that is socially acceptable and doesn’t make you seem like a loser.

As an example, if you can’t stop procrastinating your work, you may justify it with the fact that you “lack discipline,” but in reality, you are attempting to achieve a goal like you always are. In this case, that goal could be to protect yourself from the judgment that comes from finishing and sharing your work.

If you say you want to quit your dead-end job, but stay in it without any real reason, you may start to think you don’t have enough courage, or that you were never really a “risk taker,” but the truth is that you are pursuing the goal of safety, predictability, and an excuse to not look like a failure to everyone else in your life who also works a dead-end job.

The lesson here is that real change requires changing your goals.

I don’t mean setting some surface level goal because the act of doing that serves an unconscious goal that is actually harming you. That’s been ran through enough in the productivity space. I mean changing your point of view. Because that’s what a goal is. A goal is a projection into the future that acts as a lens of perception which allows you to notice information, ideas, and resources that aid in you achieving that goal.

Now let’s dig a bit deeper, because if you don’t understand this, it only becomes more difficult to get out.

Subscribe now

III – You aren’t where you want to be because you’re afraid to be there

The important thing for you to remember is that it does not matter in the least how you got the idea or where it came from. You may never have met a professional hypnotist. You may never have been formally hypnotized. But if you have accepted an idea - from yourself, your teachers, your parents, friends, advertisements, from any other source - and further, if you are firmly convinced that idea is true, it has the same power over you as the hypnotist’s words have over the hypnotized subject.

– Maxwell Maltz

Here’s how you’ve become who you are today, and how you will become who you will be tomorrow. This is the anatomy of identity:

1. You want to achieve a goal

2. You perceive reality through the lens of that goal

3. You only notice “important” information and ideas that allows you to achieve that goal (learning)

4. You act toward that goal and receive feedback that you are progressing toward it

5. You repeat that behavior until it becomes automatic and unconscious (conditioning)

6. That behavior becomes a part of who you think you are (”I am the type of person who...”)

7. You defend your identity to maintain psychological consistency

8. Your identity shapes new goals, restarting the cycle, and if that identity is disadvantageous toward a good life, this gets bad very quick

The unfortunate reality is that you must break the cycle between steps 6 and 7, but this process starts when you are a child.

You have the goal of survival.

You are dependent on your parents to teach you how to survive. You had to conform. And since the way most people teach is through reward and punishment, unless you adopt their beliefs and values, you will be punished. You don’t actually think for yourself until you see through this.

But your parents have also gone through this process throughout their entire lives. That’s where it can get dangerous. Your parents, unless they broke the pattern themselves, were conditioned by the culturally accepted ideas of success from the Industrial age. They also carry the best and worst conditioning from their parents and their parents’ parents.

To take it a layer deeper, once you fulfill your physical survival needs (which is quite easy to do in today’s world, you’re practically born into safety), you start to survive on the conceptual or ideological level. You may not try to protect and reproduce your body, but you absolutely protect and reproduce your mind. It’s not difficult to see the war of ideas on the internet, and the participants are individual and group identities.

When your body feels threatened, you go into fight or flight.

When your identity feels threatened, the same thing happens.

If you are heavily identified with a political ideology (by the process we talked about just before), you will feel threatened when someone challenges your beliefs. You literally feel the stress. You feel, emotionally, like you were just slapped in the face. Since most people don’t analyze their emotions for truth, you tend to get stuck in echo chambers and double down on claims that harm yourself and others.

If you were raised in a religious household, and did not think for yourself, you will fight and attack others who threaten your psychological safety within that little bubble.

The same thing happens when you unconsciously see yourself as a lawyer, a gamer, or somebody else who would not take the actions to achieve a better life.

IV – The life you want lies within a specific level of mind

The mind evolves through predictable stages over time.

When you’re born, you’re like a little survival sponge that absorbs whatever beliefs you can (which are heavily dictated by your culture) so that you can feel safe and secure. And if you don’t be careful, your mind may crystalize and it may make it difficult to live a meaningful life.

This has been documented enough in models like Maslow’s Hierarchy, Greuter’s stages of ego development, and Spiral Dynamics, each building off of one another, but it’s also not difficult to observe in society.

I’ve talked about these many times, and synthesized them into my own Human 3.0 model, but here’s the 80/20 of the 9 stages of ego development as a refresher (because repetition helps reveal things you didn’t notice before, and there are new people reading these letters):

1. Impulsive — No separation between impulse and action. Black and white thinking. I.e. A toddler hits when angry because the feeling and the behavior are the same thing.

2. Self-Protective — The world is dangerous and you learn to look out for yourself. I.e. A kid learns to hide report cards, lie about chores, and figure out what adults want to hear.

3. Conformist — You are your group and its rules feel like reality itself. I.e. Someone who genuinely cannot fathom why anyone would vote differently than their family or group.

4. Self-Aware — You notice you have an inner life that doesn’t match the exterior. I.e. Sitting in church and realizing you’re not sure you believe what everyone around you seems to believe, but not knowing what to do with that feeling yet.

5. Conscientious — You build your own system of principles and hold yourself accountable to them. I.e. Leaving your family’s religion after careful study and adopting a personal philosophy you can defend, or building a career plan with clear milestones because you believe the right effort yields the right results.

6. Individualist — You see that your principles were shaped by context and start holding them more loosely. I.e. Realizing your political views have more to do with where you grew up than objective truth, or noticing that your ambitious career goals were really about earning your father’s approval.

7. Strategist — You work with systems while aware of your own involvement in them. I.e. Leading an organization while actively questioning your own blind spots, or engaging in politics knowing your perspective is partial and shaped by bias you can’t fully see.

8. Construct-Aware — You see all frameworks, including your identity, as useful fictions. I.e. Holding your spiritual beliefs with metaphorically not literally, knowing the map is not the territory, or watching yourself play the role of “founder” or “thought leader” with a kind of gentle amusement.

9. Unitive — Separation between self and life dissolves. I.e. Work, rest, and play feel like the same thing. There’s no one left who needs to become something, just presence responding to what arises.

For most people reading this, I would assume you hover between 4 and 8, which is a huge gap. Those closer to 8 are reading this are doing so to either learn something or pass time. Those closer to 4 are really looking for a change. You feel like you are meant for more, but you can’t make sense of everything yet, because there’s obviously a lot at play.

The good thing is, it doesn’t really matter what stage you are in, because moving through any of them follows a pattern.

V – Intelligence is the ability to get what you want out of life

The only real test of intelligence is if you get what you want out of life.

– Naval Ravikant

There is a formula for success.

One ingredient is agency.

One ingredient is opportunity (which many people like to mistake as “privilege” - because they the other ingredients).

The last ingredient is intelligence.

If you have high agency but low opportunity, it doesn’t matter how likely you are to act toward a goal, because it isn’t a goal that will bear much fruit.

If you have opportunity and agency but low intelligence, then you will never be fully able to benefit from that opportunity.

First, we’ve talked about agency before here. In terms of opportunity, I can’t tell you to change your physical location, but if you don’t see the abundance of digital opportunity right in front of you, I don’t know what to tell you.

With that said, I want to focus on what intelligence is in the context of these two other ingredients and this letter.

Cybernetics comes from the greek word kybernetikos which means “to steer” or “good at steering.”

It’s also known as “the art of getting what you want.”

So, if Naval’s definition of intelligence is getting what you want out of life, understanding cybernetics helps you do that much faster.

Cybernetics illustrates the properties of intelligent systems.

• To have a goal.

• Act toward that goal.

• Sense where you are.

• Compare it to the goal.

• And act again based on that feedback.

You can judge intelligence based on the system’s ability to iterate and persist with trial and error.

A ship blown off course that corrects toward its destination. A thermostat sensing a change in heat and turning on. The pancreas excreting insulin after blood glucose spikes.

What does this have to do with getting what you want out of life?

Everything.

Acting, sensing, comparing, and understanding the system from a meta-perspective is fundamental to high intelligence.

High intelligence is the ability to iterate, persist, and understand the big picture. The mark of low intelligence is the inability to learn from your mistakes.

Low-intelligence people get stuck on problems rather than solving them. They hit a roadblock and quit. Like a writer who fails to build a readership and quits because they lack the ability to try new things, experiment, and figure out a process that works for them (to think that there isn’t an effective process you can create is verifiably false, no matter your limiting beliefs, hence being low intelligence.)

High intelligence is realizing any problem can be solved on a large enough timescale. The reality is that you can achieve any goal you set your mind to. This isn’t something that can be disproven within reason.

Intelligence is realizing that there is a series of choices you can make which lead to achieving the goal you want. You understand that ideas are hierarchical and that you can’t go from papyrus to Google docs in one fell swoop. Even if that goal is impossible right now, you simply don’t have the resources – which may be invented over the next few years – to achieve that thing.

When I talk about “goals,” and as I will continue repeating, I am not speaking from the typical lens of self-help, although that’s a helpful lens to adopt at times.

I am speaking from the lens of teleology or the Greek kosmos – that everything serves a purpose. That everything is a part of a greater whole.

Goals determine how you see the world.

Goals determine what you consider “success” or “failure.”

You can try to “enjoy the journey,” but if you pursue the wrong goal, you will not enjoy it.

Your mind is the operating system for reality.

That system is composed of goals.

For most people, those goals are assigned to them. Programmed like lines of code in your psyche.

Go to school. Get the job. Get offended. Play victim. Retire at 65.

A known path that doesn’t work.

To become more intelligent, you must:

• Reject the known path

• Dive into the unknown

• Set new, higher goals to expand your mind

• Embrace the chaos and allow for growth

• Study the generalized principles of nature

• Become a deep generalist

That leads us into the next section perfectly.

Subscribe now

VI – How to launch into a completely new life (in 1 day)

The best periods of my life always came after a period of getting absolutely fed up with the lack of progress I was making.

How do you dig into your mind?

How do you become aware of your conditioning?

How do you reach profound insights and truths that change the trajectory of your life?

Through the simple, but often painful act of questioning.

Something that so few people do, and you can tell by how they speak or give their thoughts on a specific topic. Questioning is thinking, and very few people do it.

I want to give you a comprehensive protocol that you can use every year to reset your life and launch into a season of intense progress. This protocol helps you ask the right questions.

These questions will cover the macro to the micro: where you want to be, what you need to do to get there, and what you can do immediately to start moving the needle toward that reality.

This will require one full day to complete, so I recommend you follow along with the exact protocol. You will need a pen, paper, and an open mind.

When I observe patterns in people who successfully flip their identity, it happens fast after a build up of tension. Specifically, I’ve noticed 3 phases that people then to go through.

1. Dissonance – They feel like they don’t belong in their current life, and become sufficiently fed up with their lack of progress.

2. Uncertainty – They don’t know what comes next, so they either experiment or get lost and feel worse.

3. Discovery – They discover what they want to pursue and make 6 years of progress in 6 months.

So, our goal with this protocol is to help you reach the point of dissonance, navigate through uncertainty, and discover what it truly is that you want to achieve, so much so that the clarity is overwhelming and distractions no longer hold their weight.

This protocol is structured so that it can be completed in one day. In the morning, you do a psychological excavation to uncover your own hidden motives. During the day, you prompt yourself with interrupts to keep you out of autopilot and contemplate your life. At night, you synthesize the insights into a direction you will start to move in tomorrow.

I cannot guarantee that this will work for everyone, because I cannot guarantee that everyone reading this is in the right chapter of their own story that would make these points impactful. You can’t place the climax at the start of the book and expect it to be interesting.

Part 1) Morning – Psychological Excavation – Vision & Anti-Vision

First we must create a new frame, or lens of perception, for your mind to operate from.

This is like creating a new shell, leaving your old one, and slowly growing into it over time. It won’t feel like it fits at first. That’s a good thing.

Set aside 15-30 minutes (the length of one YouTube video... you can do it) to think about and answer these questions. Do not attempt to outsource this contemplation to AI. I want you to break past the limiter that is on your mind. If you can’t answer these immediately, come back to them later.

1. What is the dull and persistent dissatisfaction you’ve learned to live with? Not the deep suffering but what you’ve learned to tolerate. (If you don’t hate it, you will tolerate it)

2. What do you complain about repeatedly but never actually change? Write down the three complaints you’ve voiced most often in the past year.

3. For each complaint: What would someone who watched your behavior (not your words) conclude that you actually want?

4. What truth about your current life would be unbearable to admit to someone you deeply respect?

Those questions are meant to make you aware of the pain in your current life. Now, we need to turn those into what I call an “anti-vision,” which is a brutal awareness of the life you do not want to live. That way, you can use that negative energy to aim your efforts in a positive direction and act from a place of intrinsic motivation.

5. If absolutely nothing changes for the next five years, describe an average Tuesday. Where do you wake up? What does your body feel like? What’s the first thing you think about? Who’s around you? What do you do between 9am and 6pm? How do you feel at 10pm?

6. Now do it but for ten years. What have you missed? What opportunities closed? Who gave up on you? What do people say about you when you’re not in the room?

7. You’re at the end of your life. You lived the safe version. You never broke the pattern. What was the cost? What did you never let yourself feel, try, or become?

8. Who in your life is already living the future you just described? Someone five, ten, twenty years ahead on the same trajectory? What do you feel when you think about becoming them?

9. What identity would you have to give up to actually change? (”I am the type of person who...”) What would it cost you socially to no longer be that person?

10. What is the most embarrassing reason you haven’t changed? The one that makes you sound weak, scared, or lazy rather than reasonable?

11. If your current behavior is a form of self-protection, what exactly are you protecting? And what is that protection costing you?

If you answered those truthfully, and if you are in the right chapter of your life, you will feel a deep sense of dis-ease and possibly disgust for how you are currently living. Now, we need to orient that energy in a positive direction. We need to create a minimum viable vision, because your vision is like a product. It starts out unclear, but with time and experience, it grows stronger and more potent.

13. Forget practicality for a minute. If you could snap your fingers and be living a different life in three years, not what’s realistic, what you actually want? What does an average Tuesday look like? Same level of detail as question 5.

14. What would you have to believe about yourself for that life to feel natural rather than forced? Write the identity statement: “I am the type of person who...”

15. What is one thing you would do this week if you were already that person?

Answer all of those first thing in the morning tomorrow.

Part 2) Throughout The Day – Interrupting Autopilot – Breaking Unconscious Patterns

These journaling exercises are cute, but we want real change.

Frankly, that’s not going to happen if you don’t break the current unconscious patterns that are keeping you the same.

Throughout the day, I want you to contemplate on everything you journaled in part one. Beyond that, I don’t want you to forget to contemplate. Please take this seriously. You aren’t going to change by doing the same thing for the rest of your life. You need to consciously force a pattern break.

Take the time right now to create reminders or calendar events in your phone. Include the question in the reminder or event so that you can immediately start thinking about it.

The more random and non-conflicting with your schedule there are, the better.

• 11:00am: What am I avoiding right now by doing what I’m doing?

• 1:30pm: If someone filmed the last two hours, what would they conclude I want from my life?

• 3:15pm: Am I moving toward the life I hate or the life I want?

• 5:00pm: What’s the most important thing I’m pretending isn’t important?

• 7:30pm: What did I do today out of identity protection rather than genuine desire? (Hint: it’s most things you do)

• 9:00pm: When did I feel most alive today? When did I feel most dead?

To add a bit more fuel to the fire, schedule these questions during times where you are either commuting, walking, or lying around.

• What would change if I stopped needing people to see me as [the identity you wrote in question 10]?

• Where in my life am I trading aliveness for safety?

• What’s the smallest version of the person I want to become that I could be tomorrow?

Part 3) Evening – Synthesizing Insight – Entering A Season Of Progress

If you followed that process, I would be surprised if you didn’t have at least one profound insight that could alter the course of your life. Now, we need to make those known, integrate them into who we are, and act on them to begin solidifying our journey to a new level of mind.

16. After today, what feels most true about why you’ve been stuck?

17. What is the actual enemy? Name it clearly. Not circumstances. Not other people. The internal pattern or belief that has been running the show.

18. Write a single sentence that captures what you refuse to let your life become. This is your anti-vision compressed. It should make you feel something when you read it.

19. Write a single sentence that captures what you’re building toward, knowing it will evolve. This is your vision MVP.

Lastly, we need to create goals.

Again, these aren’t goals that you set for the sake of achievement, because goals are just projections. They are unreliable and make you feel bound to something that will inevitably change. Instead, think of goals as a point of view. A lens that you can exchange to enter the right state of mind to perform the action that will lead away from the life you don’t want. Do not worry about some kind of finish line, because as we will find, it doesn’t exist. Enjoyment is found in progress.

20. One-year lens: What would have to be true in one year for you to know you’ve broken the old pattern? One concrete thing.

21. One-month lens: What would have to be true in one month for the one-year lens to remain possible?

22. Daily lens: What are 2-3 actions you can timeblock tomorrow that the person you’re becoming would simply do?

That was a lot.

Hopefully it was helpful.

But we have one last piece to lock it all in.

Stick with me.

VII – Turn Your Life Into A Video Game

The optimal state of inner experience is one in which there is order in consciousness. This happens when psychic energy—or attention—is invested in realistic goals, and when skills match the opportunities for action. The pursuit of a goal brings order in awareness because a person must concentrate attention on the task at hand and momentarily forget everything else.

– Mihaly Csikszentmihalyi

You now have all of the components that lead to a good life.

Now, it may be helpful to organize all of your insights into one coherent plan. Pull out a new page and write down these 6 components:

• Anti-vision – What is the bane of my existence, or the life I never want to experience again?

• Vision – What is the ideal life that I think I want and can improve as I work toward it?

• 1 year goal – What will my life look like in 1 year time, and is that closer to the life I want?

• 1 month project – What do I need to learn? What skills do I need to acquire? What can I build that will move me closer to the one year goal?

• Daily levers – What are the priority, needle-moving tasks that bring my project closer to completion?

• Constraints – What am I not willing to sacrifice to achieve my vision from the ground up?

Why is this so powerful?

Because these components literally create your own little world. If you are meant to pursue this hierarchy of goals at this stage of your life, you will have no other option but to become obsessed. You will feel the pull to something greater. You will not see anything else as an option.

You turn your life into a video game.

Because games are the poster child for obsession, enjoyment, and flow states. They have all the components that lead to focus and clarity, so if we reverse engineer what those components are, we can live in a state of deeper enjoyment, less distractions, and more success.

Your vision is how you win. At least until the game evolves.

Your anti-vision is what’s at stake. What happens if you lose or give up.

Your 1 year goal is the mission. This is your sole priority in life.

Your 1 month project is the boss fight. How you gain XP and acquire loot.

Your daily levers are the quests. The daily process that unlocks new opportunities.

Your constraints are the rules. The limitations that encourage creativity.

All of these act as a concentric set of circles, like a forcefield, that guard your mind from distractions and shiny objects.

The more you play the game, the stronger this force becomes, and soon enough it becomes who you are, and you wouldn’t have it any other way.

– Dan

Experiment until something works, then double down on it (while continuing to experiment).

By all measures, that’s how you achieve what you are trying to achieve.

But things are changing.

The way we learn, act, and thus achieve big goals is shifting because the technology available to us is rapidly changing.

Yes, I’m talking about AI.

No, I’m not talking about having AI do everything for you.

I want to show you how I’ve been using AI to learn faster, move faster, and thus achieve more (with higher quality) in less time.

I hope that you see the power in this, because these are the types of shortcuts that are only possible today.

Read more