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Hey fam,
Yesterday, I asked:
“What newsletter did you save and read twice?”
I expected answers like:
“The one about assets.” “The one about opportunity.” “The one about consistency.”
Normal, respectable and professional responses.
Instead, Steve sent me a reply that made me laugh so hard I nearly spilled my coffee.
Here’s what he wrote:
“Honestly?
The newsletter I read twice was the one I was supposed to ignore.
I opened your email while at work.
Told myself I’d read it for two minutes.
Twenty minutes later, my boss walked past my desk.
I quickly switched tabs and pretended to be working.
The next day your email arrived again.
And I did the exact same thing.
At this point, I think your newsletter owes me compensation for lost productivity.
Normally, I don’t even save newsletters.
I delete almost all of them.
Yours somehow ended up in a folder.
Then I found myself going back to reread them whenever I felt lost which is ridiculous because they’re just emails.
Except they never felt like emails.
They felt like conversations I needed to hear.”
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I laughed.
Then I realized something.
Steve had accidentally described one of the biggest challenges every creator faces.
Getting attention is easy, keeping attention is almost impossible.
Every day your subscribers wake up to dozens of emails.
Newsletters promising secrets, promising hacks, promising ten ways to become a millionaire before lunch and so much of unrealistic stuff.
Most of them get deleted faster than New Year’s resolutions.
The average newsletter survives about three seconds.
The reader opens it, looks around, sees nothing interesting, sends it directly to the same digital cemetery where abandoned gym memberships go to die.
Yet somehow, Steve was reading these emails twice, this raises an important question.
What kind of person reads the same email twice?
The answer is simple.
The same type of person who says:
“I’ll just watch one YouTube video.”
And suddenly it’s dark outside.
Or:
“I’ll just check Instagram for a second.”
And somehow they’re now emotionally invested in a stranger’s pet hamster.
Human beings are funny.
We say we don’t have time.
Then spend forty five minutes watching a man pressure wash a driveway.
No judgment, I’ve done it too.
But Steve’s message reminded me of something important.
People don’t save information, they save feelings.
Nobody saves a newsletter because it had bullet points or rereads an email because the formatting was beautiful.
People save things that made them think, made them laugh, made them uncomfortable, made them hopeful, made them see themselves differently.
That’s why I’ve never wanted these newsletters to feel like business lectures.
The internet already has enough experts shouting advice from digital rooftops.
My goal was always simpler.
I wanted these emails to feel like a conversation between builders.
The kind of conversation you’d have at 11 p.m. with someone who genuinely wants to see you win.
The kind of conversation that makes you pause and say:
“I’ve never thought about it that way before.”
Or in Steve’s case:
“I should probably be working right now.”
As the Top 1% Creator System comes to an end, I’ve found myself reading every reply more carefully than usual.
Not because I’m looking for compliments but because I’m fascinated by what people remember and Steve reminded me that the things we remember most are rarely the things we expect.
Sometimes it’s a lesson, a story, a sentence.
And sometimes it’s the moment your boss walks past your desk while you’re halfway through a newsletter about building assets instead of working on the spreadsheet due in ten minutes.
If that happened, by the way, I take absolutely no responsibility.
Legally, morally, spiritually, financially, or professionally.
That’s between you and management but I am grateful because every reply reminds me that behind every email address is a real person.
Someone trying to build something, someone trying to improve their life, someone trying to create a future they can be proud of and knowing these emails became part of that journey means more than you’ll ever know.
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So today, I have another question:
“What mindset shifted?”
And more importantly Why?
Hit reply and tell me.
I promise I won’t tell your boss.
P.S. If you’ve been secretly reading these emails during work hours,
Just maybe wait until your boss leaves the room first.
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