Ideas worth referencing twice.
Notes on the ideas I don't want to forget, written down while they're still sharp.
About
I keep a personal reference library of ideas worth coming back to, written in plain language so they're fast to re-read.
Each note argues a single idea, explains why it holds up, and names the honest caveats. Nothing here is selling anything. It's the stuff I didn't want to forget.
Notes
-
The Precondition Is the Target
An exorcist's account of one interrogation contains a genuinely sharp structural idea: the efficient attack on any good process is at its entry condition, not its execution.
-
Temptation Is Never the Bad Option
The choices that actually tear at you are good against good, and mistaking that for weak discipline is why you keep losing them.
-
Start With the Misconception
If your audience thinks they already know, a clear explanation teaches them nothing. Break the wrong belief first.
-
The Creative Is the Targeting
Ad platforms stopped waiting for you to describe your buyer and started reading your ad instead, which means the hours you spend in the targeting panel are hours spent in the wrong place.
-
Steal Your Customers' Words
The fastest way to write landing-page copy that converts is to stop writing it. Mine the exact language your customers already use about their own pain, and hand it back to them.
-
The Fingerprint of a Borrowed Calculation
A viral claim gets one number right and the number feeding it wrong by thirteen orders of magnitude. That mismatch is how you spot reasoning that was copied rather than checked.
-
Burnout Is a Resignation
The person who says they're tired and needs a break is usually not low on battery. Most of the time it's a quiet way of saying they want to quit.
-
The Flinch Test
A one-question gut check for the team member you should let go, and why the person you instinctively wince about is the answer.