I've been chatting with my friend today about Dan Koe's newsletter and why I no longer read him. (I have nothing against Dan Koe personally. I think he's a legit genius. But his content is too dense for me.) His latest newsletter contains, like, 12 different high level ideas, each of which could (and I argue /should/) be their own newsletters. Now compare that with Jason Feifer's latest newsletter. It's about one thing—how to promote yourself without feeling salesy. "Does self-promotion make you uncomfortable? Or, flip side: Have you put yourself out there, and been criticized for being too self-centered? I’ve experienced both. I used to hate self-promotion, and was overlooked for opportunities. Then I gained more confidence and was accused of being self-obsessed. Like this one time I applied for a big job…" My friend Borris Upton wrote this Substack Note today, and it sums up my thoughts elegantly. "Ogilvy called it the Big Idea. Most copy dies without one. Unless your writing is built on a single powerful idea, it passes like a ship in the night. The reader notices nothing, remembers nothing, does nothing. One idea jolts. A dozen blur." Jason Feifer writes about one big idea, and that works for me every week.

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