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We did it!!
The Generalist just surpassed 20K members.
When I first shared I was going full-time, I forecasted it would take 12 months to reach that benchmark.
Absurdly grateful for everyone that's joined, supported, shared + made this possible.
/a few lessons
The Generalist just surpassed 20K members.
When I first shared I was going full-time, I forecasted it would take 12 months to reach that benchmark.
Absurdly grateful for everyone that's joined, supported, shared + made this possible.
/a few lessons
First of all, a disclaimer: There's a long way to go.
There are many, many people with bigger audiences. I am no expert. But I think new creators might find a peek behind-the-scenes valuable.
With that said, here are the lessons I've learned.
(Goals set in August for Y1)
There are many, many people with bigger audiences. I am no expert. But I think new creators might find a peek behind-the-scenes valuable.
With that said, here are the lessons I've learned.
(Goals set in August for Y1)
1
Do things that don't scale.
The @paulg trueism holds for creators, too.
When I was getting off the ground, a good portion of early subscribers had .edu addresses.
I leaned into that, messaging MBA VC/PE clubs to see if they thought their members would enjoy it.
Do things that don't scale.
The @paulg trueism holds for creators, too.
When I was getting off the ground, a good portion of early subscribers had .edu addresses.
I leaned into that, messaging MBA VC/PE clubs to see if they thought their members would enjoy it.
Did I feel a bit embarrassed reaching out like this?
Sometimes. I didn't want to bother people.
But I found that often MBAs were excited to discover the newsletter and happy to sign up. Sometimes 40 people would come through that channel, which was a lot in the early days.
Sometimes. I didn't want to bother people.
But I found that often MBAs were excited to discover the newsletter and happy to sign up. Sometimes 40 people would come through that channel, which was a lot in the early days.
2
Collaborate, aggressively.
Video creators (YT, TikTok) are amazing at this. But writers are more isolated. I continue to believe growth can be hugely accelerated thru collaborations.
The S-1 Club is the best example of this, w each edition bringing in different analysts.
Collaborate, aggressively.
Video creators (YT, TikTok) are amazing at this. But writers are more isolated. I continue to believe growth can be hugely accelerated thru collaborations.
The S-1 Club is the best example of this, w each edition bringing in different analysts.
That has a few key benefits:
- Learn from others
- Improve quality of final product
- Expand distribution
Your work is improved. I could never have rocked $AFRM's finances like @MarcRuby did, for example.
It also gets shared with new audiences. https://thegeneralist.substack.com/p/affirm-the-morality-of-money
- Learn from others
- Improve quality of final product
- Expand distribution
Your work is improved. I could never have rocked $AFRM's finances like @MarcRuby did, for example.
It also gets shared with new audiences. https://thegeneralist.substack.com/p/affirm-the-morality-of-money
3
Optimize for value-over-replacement.
Which is to say: lean into content that *only* you can create.
I started out writing a weekly links round-up, because I was scared to share my thoughts. Bit-by-bit, I began to editorialize.
Eventually, I abandoned the links. Why?
Optimize for value-over-replacement.
Which is to say: lean into content that *only* you can create.
I started out writing a weekly links round-up, because I was scared to share my thoughts. Bit-by-bit, I began to editorialize.
Eventually, I abandoned the links. Why?
Because readers could get almost the exact same product other places.
Anyone that already had a link-round-up email they liked had little reason to join.
By focusing on original insight, I began to provide a compelling reason to subscribe.
Anyone that already had a link-round-up email they liked had little reason to join.
By focusing on original insight, I began to provide a compelling reason to subscribe.
4
Experiment.
I try to do *something* a little different every email. An emoji in the subject line. A modified design. A new feature.
Then, I listen to what readers say and what the data shows. Did people like the change? Did it result in a higher CTR or OR?
Experiment.
I try to do *something* a little different every email. An emoji in the subject line. A modified design. A new feature.
Then, I listen to what readers say and what the data shows. Did people like the change? Did it result in a higher CTR or OR?
This helps me learn, and (hopefully) improve what I'm bringing to the table.
The same principle applies one level up. Start a new series to see if people like it. Experiment in a different medium.
See what sticks.
The same principle applies one level up. Start a new series to see if people like it. Experiment in a different medium.
See what sticks.
5
Think in properties.
This might not be good advice for everyone. But I think it's worked for me.
Rather than thinking of The Gen as one newsletter, I think of it as an umbrella for different "properties." That gives me latitude to explore and expand.
Think in properties.
This might not be good advice for everyone. But I think it's worked for me.
Rather than thinking of The Gen as one newsletter, I think of it as an umbrella for different "properties." That gives me latitude to explore and expand.
Right now, that includes:
- The Sunday email
- The S1 Club
- RFS 100
+ a few other smaller pieces. While there are benefits of focus, establishing positions in different areas creates a sort of "solo-bundle."
You bring in new ppl, and serve existing members more deeply.
- The Sunday email
- The S1 Club
- RFS 100
+ a few other smaller pieces. While there are benefits of focus, establishing positions in different areas creates a sort of "solo-bundle."
You bring in new ppl, and serve existing members more deeply.
6
Encourage interaction.
I end every Sunday email with a riddle. I did this because I love riddles. But it had an unintended side-effect: it gave readers to respond every week.
That's been hugely helpful for building a deeper audience relationship.
Encourage interaction.
I end every Sunday email with a riddle. I did this because I love riddles. But it had an unintended side-effect: it gave readers to respond every week.
That's been hugely helpful for building a deeper audience relationship.
Other interaction loops.
- A VC shares an idea in RFS
- A reader writes in response to that idea
- I connect reader and VC
These little moments foster lively interaction and give me excuses to get to know (and hopefully help!) members.
- A VC shares an idea in RFS
- A reader writes in response to that idea
- I connect reader and VC
These little moments foster lively interaction and give me excuses to get to know (and hopefully help!) members.
7
Answer everything.
This might not be sustainable forever. But for now, I try and make sure I thoughtfully answer every reader email and 99% of Twitter and LinkedIn DMs.
Firstly, because I genuinely dig riffing with new people. It leads to new collaborations and lessons.
Answer everything.
This might not be sustainable forever. But for now, I try and make sure I thoughtfully answer every reader email and 99% of Twitter and LinkedIn DMs.
Firstly, because I genuinely dig riffing with new people. It leads to new collaborations and lessons.
Secondly, because I want The Generalist to be a *real* community. Where we can talk freely.
Telegram chats and Public groups have helped take that to the next level so members can jam with each other, too.
Telegram chats and Public groups have helped take that to the next level so members can jam with each other, too.
8
Write a lot.
And more importantly, do so consistently. If you're publishing a newsletter 1x a month, I think it can be really hard to build up a head of steam.
The same goes for posting on other platforms. Consistency is critical.
Write a lot.
And more importantly, do so consistently. If you're publishing a newsletter 1x a month, I think it can be really hard to build up a head of steam.
The same goes for posting on other platforms. Consistency is critical.
9
Find a valuable audience (at a valuable time.)
This wasn't something I consciously thought of, but in RFS and S1 I've lucked out.
First, S1 Club. It serves investors interested in a new investment. Valuable audience, key time. https://thegeneralist.substack.com/p/doordash-the-value-of-speed
Find a valuable audience (at a valuable time.)
This wasn't something I consciously thought of, but in RFS and S1 I've lucked out.
First, S1 Club. It serves investors interested in a new investment. Valuable audience, key time. https://thegeneralist.substack.com/p/doordash-the-value-of-speed
Second, RFS.
That newsletter serves two groups. Entrepreneurs (or future entrepreneurs) looking for a new challenge. And VCs looking for a specific investment.
Valuable audiences (to me) looking for something at a specific moment. https://rfs100.substack.com/p/digital-terrace-house-executable
That newsletter serves two groups. Entrepreneurs (or future entrepreneurs) looking for a new challenge. And VCs looking for a specific investment.
Valuable audiences (to me) looking for something at a specific moment. https://rfs100.substack.com/p/digital-terrace-house-executable
10
Build in public.
That's become a bit of a catchphrase, but its powerful when put in practice.
For me, that's meant sharing highs, lows, and lessons, and travails. In one instance, I think building in public saved me from an absurd lawsuit. https://twitter.com/mariodgabriele/status/1322297679477694464
Build in public.
That's become a bit of a catchphrase, but its powerful when put in practice.
For me, that's meant sharing highs, lows, and lessons, and travails. In one instance, I think building in public saved me from an absurd lawsuit. https://twitter.com/mariodgabriele/status/1322297679477694464
Final thoughts.
Take everything I've mentioned with a heavy dose of skepticism. I really am still figuring all of this out myself.
Go get 'em. You're dope.
Take everything I've mentioned with a heavy dose of skepticism. I really am still figuring all of this out myself.
Go get 'em. You're dope.
