The Weekly Review
Why I'm doing less — and why that's the point.
“The man who chases two rabbits catches neither.” — Confucius
I’ve been chasing two rabbits.
Not in a reckless way. More in the way a builder does when they know both things matter — but haven’t yet decided which one to sprint toward first.
Here’s what’s actually going on behind the scenes.
What Currently Has My Focus: Choosing the Right Constraint
I’ve been splitting my time between writing here on Substack and building out my email automations on Kit.
On the surface, both feel productive. Both feel like progress.
But I’ve noticed something: when I try to do both at the same time, neither gets done the way it deserves.
The Substack issue gets rushed. The Kit sequences get half-built. And I end up with two things that are fine instead of one thing that’s great.
So I made a decision.
I’m going deep on Kit — building the automations, the sequences, the systems that will make this whole thing run without me pushing it manually every week.
Why? Because the list is the lever.
Right now I have over 2,400 subscribers here. But most of them get one email a week. There’s no welcome sequence pulling them into the story. No nurture flow that explains what I do, what I’ve built, and how I can help. No automation that connects the dots between LinkedIn and here.
That’s a gap. And gaps are expensive.
The counterintuitive truth: sometimes slowing down the content to build the system is the highest leverage move you can make.
What I’m Building: The Kit Automation Stack
Here’s what I’m working through right now:
→ Welcome sequence — 5 emails that onboard every new subscriber properly. Who I am, what this is, why it matters, and what to do next.
→ Lead magnet follow-up — A tight sequence tied to the LinkedIn profile roast offer. Deliver the value, then bridge to the next step naturally.
→ Re-engagement flow — A sequence that quietly identifies who’s gone cold and either wins them back or cleans the list.
The goal isn’t to automate the relationship. It’s to make sure no one falls through the cracks while I’m busy building everything else.
What I’m Reading
The Automatic Customer by John Warrillow.
If you have any kind of subscription or recurring product, this is required reading. Warrillow breaks down why recurring revenue isn’t just a business model — it’s a completely different relationship with your customer.
The part that hit hardest: most people under-invest in the onboarding experience because they’re too focused on the next acquisition. But the money is in what happens after someone subscribes.
Sound familiar?
Building in Public
This week’s numbers:
→ 141,000+ LinkedIn followers
→ 2,500+ newsletter subscribers
→ Kit automation stack: in progress
What I’m optimizing for this week: depth over output.
PS — If you’re building on LinkedIn and want a second set of eyes on your profile, I’m still doing a handful of free LinkedIn profile roasts. Reply “roast me” and I’ll take a look.