The standard advice for writing in public assumes you’re building an audience, and I notice that assumption quietly turns every post into a performance. I think the audience moved. The people I want to reach are already mid-conversation about their own problems, increasingly with an agent beside them. So maybe the job isn’t competing for attention. Maybe it’s offering an ingredient to a conversation already in motion.
Publishing is the oldest open loop in my archive. My first note about it is from 2015: be real, not impressive. I relaunched the idea every year for a decade, and every year a crisis ate it. Payroll. A recession. A wind-down. What finally unlocked it wasn’t discipline. It was noticing I had the audience wrong.
So nothing on this site asks for your attention. Every page assumes you’re mid-thought about something else, and offers itself as material. I don’t know yet if that’s the right bet. It’s the one I’m making.