It's all about you. Not your readers. This goes against every marketing guru and business book out there. But as a beginner you want to experiment and follow your own curiosity as much as possible.You want to try stuff and see how it makes you feel. If something gets results but leaves you feeling stressed and anxious - that’s not sustainable.By constantly focusing on a customer avatar or trying to write about an arbitrary problem that the market tells you is profitable you loose yourself.
I really enjoyed this post, Benjamin. I started writing on Substack as a way to contribute to making the world a better place, even in a small but meaningful way. In my full-time marketing role, I wasn’t feeling the sense of direct, positive impact I craved— a feeling I cherished while running my bakery, Sweets by Alexandria. Back then, I knew I was creating something tangible. I was spreading joy and love with every cupcake sold. Launching The Good Unlocked has been a similar source of fulfillment for me this year and has brought me both joy and inspiration as I work towards my mission, slowly yet steadily. Right now, I post once a month, focusing on sharing only when I have something truly meaningful to say. Keep up the great work.
I love this and the way of thinking about the first 6 months of the journey. Everyone’s own journey will be personal but so much of this resonated for me and was reassuring, (that I wasn’t failing) and motivating, (it’s all part of the process). Like many newbie’s, I’m finding my own way and my own path, not to mention balancing the challenges of a demanding 9-5. I’m alone 6 months in and have learned so much already. My focus now is on 2025 and dialing things in but at the same time dialing out the pressure that I put on myself. Keep inspiring Benjamin, thanks for sharing and here’s to your success 💪🏻💪🏻💪🏻
Thank you Richard. I’m totally with you there. I also have a 9-5 that’s why it’s often difficult to relate to those who don’t. The first 6 months have been about experimentation…the next six months? We will see😉
So many points in this post touched me deeply, Benjamin.
I came to Substack simply to have a place where I could express myself, without thinking of business.
In fact, the image on my Substack ‘Becoming Your Story’, clearly states my intent:
“I write to make sense of my world, in the hope that I can help others to make sense of theirs.”
Loved the advice to adopt ‘the waves of the sea’ personal rhythm and not feel pushed to produce content on a specific schedule.
This point brought to mind an interview I had around my book and future publications.
When the interviewer asked if I feared ever running out of ideas to write about, I replied “No” and went on to explain that my only fear was of ‘being pressured to publish at set times’.
Thank you for reminding me that it’s okay to be me, and to write when I feel have something to share, and to not write when I feel I don’t. :-)
Incidentally, I had never heard of you until receiving this post in my email today.
It appears that someone I subscribed to, recommended subscribing to you at the same time. So glad they did!
Thank you again for this post, Benjamin. I loved it!
Hi Helena. I’m so glad you found me and thank you very much for your kind words. You may have come to me via Wes pierce. I noticed you are also subscribed to him. What is your book about?
My book was written for Spanish Professionals/ Leaders, struggling with a lack of confidence in English, particularly when with native speakers.
By combing the dictionary, I found the patterns of pronunciation they needed to give them a foundation to stand on.
When I began sharing what I had found, I kept being asked to put the information into a book.
So, You Can Do It! El último empujón a tu inglés was published in 2012 and continues to be the textbook for my ‘You Can Do it! Signature Course.’
However, because of my background in personal development, a large part of the advice in the book can be applied to anything one wants to achieve in life.
I still remember the day that one of my clients told me “I’m reading your book again, and this time not for English.” Yeay! I was so happy! I thought “He gets it!”
Sorry for the long answer. I’m a writer. Everything becomes a book. (Sigh)
No, I am not Spanish. (oh dear, here comes another book summary!)
I was born in Scotland. My father was Polish, my mother Scottish and we emigrated to Australia when I was a child. In 2005 I did a 5 month world trip combining business events with a nostalgic visit back to Scotland, plus a few new places bundled in - one of which was Spain.
2 weeks after my return to Australia, I moved to Spain.
Oh..., and 2 years ago I moved to Zambia.
The hills are like the Scottish hills that I love, but without the cold weather. (Sigh)
I love your post, for me was a reminder to do the things I love because I love them. I see myself as a creator but sometimes I wish I had more time to just write about anything and do to my full time job I start thinking about monetizing. Do you have an advice on how to remain a creator but also wanting to live from that without becoming an entrepreneur in mindset? Or do you think both can coexist?
Thank you so much for this inspiring post. It really spoke to me since I'm trying to do exactly the same like you do - giving my own perspective what worked for me - and not adding more noise to a world of information overload. It also gives me hope that others will find my writing insightful when I write about what only I can write about. Also love your idea of creating my own rhythm, that totally resonates with me. And so happy to see other 9-5 workers here - feels like I found a bunch of like-minded people here. So excited to read more from you. 🤩
Thanks for this …. For 6 months yes very helpful advice It’s a bit like stage fright standing on a podium at first but then after a while it all goes well, the first 6 months are trainer wheels eh?
Really liked this. When Bitcoin hit $100,000, I was going to write about it within the theme of my newsletter. I started the article. I stopped. I wasn't inspired. As a pro writer, I know what it means to write no matter what for a paycheck. But as a creator, you absolutely want to be inspired and to share your unique message. As a reader, I much prefer infrequent newsletters that have something to say. As a writer, it's the kind I want to write.
I resonate with everything you said here. Thanks also for distinguishing between creator and entrepreneur. Something clicked when I read it and I know it will bring so much more clarity to my approach as a writer. Your final point about telling stories is something I’d like to do better.
This is such great advice. I’ve added many of these takeaways as reminders when I’m considering all the things I want to write about and how I’m writing about them.
This may be a controversial opinion but everything we do as creatives, in contrast to business people should be about us. (Not to be interpreted as "about us at the expense of others")
What makes our work interesting and valuable is our unique perspective. The second we start chasing algorithms, or some imagined audience, we give up our most valuable possession: our vision, our voice, our very self. We become an empty shell.
Wow, this is a 10/10! Love it—I can truly feel you through your words, and to me, that’s the most impactful part of this post.
I’m on this journey too, and in all my years of walking this path and doing what I do, I’ve never found anyone (until I found you) who describes the process of creating and building a project from a place of deep internal understanding so well.
It’s so reassuring to find people with a similar approach—to know we’re not alone in choosing to navigate this process in this way. That part about the question—Are you an entrepreneur or a creator?—really hit me. I asked myself that a long time ago, and I’ve come to see myself as an artist because otherwise, I can’t align with the way the world produces today.
Thank you for commenting Jen. I really appreciate your kind words. This was a pretty “spur of the moment article” but I’m so glad I put it out there. I was drowning in a sea of “just add value” and “solve problems” it started to feel like I was missing my mind
Those spontaneous/ intuitive ideas are always best ones. ✨ yes the prison of visibility at cost of our real truth and voice, i can relate to that for sure.
Really enjoyed this. I remember posting similar tweets some years ago of it being a free terapy. Now it’s creativity and contemplation micro-movement. A sort of individual politics, as one should have.
Thanks for the insights and the intentional and unintentional support.
Yes, same. It was fun some quite some time though.
A lot of noise now; as you mentioned slowing down, I believe that’s a now-thing and will be the next-thing. Substack feels like it should be this limbotic space for the same reason. We’ll see.
I found this quite refreshing, not least because it goes against the chorus in praise of those who devote themselves to 'giving value'. It feels honest and raw.
You made some salient points, such as, 'If you can’t evoke emotion in yourself how can you do that for your reader?' I think you meant ‘invoke’, not’ evoke’, but still - it's a question that shouldn't be overlooked.
For me, in order to avoid the unhappy compromise you allude to here - write for subscriber growth vs finding a deeper connection - i’ve created two Substacks: one with my copywriter hat on, the other with my novelist/screenwriter hat on. I switch from one to the one depending on my mood or what I have to say that day.
I write to learn and create something with some beauty in it. I’ve been doing this for at least sixty years, although I only started publishing five years ago. I’m approaching 85 years old and I’ve been a painter/sculptor all my adult life, so my writing has been in the form of a daily journal, which I did to clear some space in me. I never painted or wrote with the market in mind; I see creative work as a way to understand and develop insight and deeper vision. Writing is no different. It’s a daily practice, like meditation.
I’ve learned that this kind of writing actually helps other people to understand their questions too. It not solitary navel gazing. People eventually gather around someone who is doing this like a warm campfire in winter. The world we live in skims the surface as it keeps its focus on survival and looking good. We need people capable of going a little deeper.
I really enjoyed this post, Benjamin. I started writing on Substack as a way to contribute to making the world a better place, even in a small but meaningful way. In my full-time marketing role, I wasn’t feeling the sense of direct, positive impact I craved— a feeling I cherished while running my bakery, Sweets by Alexandria. Back then, I knew I was creating something tangible. I was spreading joy and love with every cupcake sold. Launching The Good Unlocked has been a similar source of fulfillment for me this year and has brought me both joy and inspiration as I work towards my mission, slowly yet steadily. Right now, I post once a month, focusing on sharing only when I have something truly meaningful to say. Keep up the great work.
That sounds really great. You have a bakery? I’m sure you have many stories you could tell about that
I love this and the way of thinking about the first 6 months of the journey. Everyone’s own journey will be personal but so much of this resonated for me and was reassuring, (that I wasn’t failing) and motivating, (it’s all part of the process). Like many newbie’s, I’m finding my own way and my own path, not to mention balancing the challenges of a demanding 9-5. I’m alone 6 months in and have learned so much already. My focus now is on 2025 and dialing things in but at the same time dialing out the pressure that I put on myself. Keep inspiring Benjamin, thanks for sharing and here’s to your success 💪🏻💪🏻💪🏻
Thank you Richard. I’m totally with you there. I also have a 9-5 that’s why it’s often difficult to relate to those who don’t. The first 6 months have been about experimentation…the next six months? We will see😉
You’ve got this…💪🏻💪🏻💪🏻
So many points in this post touched me deeply, Benjamin.
I came to Substack simply to have a place where I could express myself, without thinking of business.
In fact, the image on my Substack ‘Becoming Your Story’, clearly states my intent:
“I write to make sense of my world, in the hope that I can help others to make sense of theirs.”
Loved the advice to adopt ‘the waves of the sea’ personal rhythm and not feel pushed to produce content on a specific schedule.
This point brought to mind an interview I had around my book and future publications.
When the interviewer asked if I feared ever running out of ideas to write about, I replied “No” and went on to explain that my only fear was of ‘being pressured to publish at set times’.
Thank you for reminding me that it’s okay to be me, and to write when I feel have something to share, and to not write when I feel I don’t. :-)
Incidentally, I had never heard of you until receiving this post in my email today.
It appears that someone I subscribed to, recommended subscribing to you at the same time. So glad they did!
Thank you again for this post, Benjamin. I loved it!
Hi Helena. I’m so glad you found me and thank you very much for your kind words. You may have come to me via Wes pierce. I noticed you are also subscribed to him. What is your book about?
Thank you for your question.
My book was written for Spanish Professionals/ Leaders, struggling with a lack of confidence in English, particularly when with native speakers.
By combing the dictionary, I found the patterns of pronunciation they needed to give them a foundation to stand on.
When I began sharing what I had found, I kept being asked to put the information into a book.
So, You Can Do It! El último empujón a tu inglés was published in 2012 and continues to be the textbook for my ‘You Can Do it! Signature Course.’
However, because of my background in personal development, a large part of the advice in the book can be applied to anything one wants to achieve in life.
I still remember the day that one of my clients told me “I’m reading your book again, and this time not for English.” Yeay! I was so happy! I thought “He gets it!”
Sorry for the long answer. I’m a writer. Everything becomes a book. (Sigh)
haha. I get that. I can feel the energy bubbling out of you. So you are Spanish or how did you land on that?
No, I am not Spanish. (oh dear, here comes another book summary!)
I was born in Scotland. My father was Polish, my mother Scottish and we emigrated to Australia when I was a child. In 2005 I did a 5 month world trip combining business events with a nostalgic visit back to Scotland, plus a few new places bundled in - one of which was Spain.
2 weeks after my return to Australia, I moved to Spain.
Oh..., and 2 years ago I moved to Zambia.
The hills are like the Scottish hills that I love, but without the cold weather. (Sigh)
Yes, you are right. Wes was another very recent ‘gem’ discovery.
I love your post, for me was a reminder to do the things I love because I love them. I see myself as a creator but sometimes I wish I had more time to just write about anything and do to my full time job I start thinking about monetizing. Do you have an advice on how to remain a creator but also wanting to live from that without becoming an entrepreneur in mindset? Or do you think both can coexist?
I think they can coexist but we will always lean one way or the other…my next six months will be exactly about exploring this relationship
Thank you so much for this inspiring post. It really spoke to me since I'm trying to do exactly the same like you do - giving my own perspective what worked for me - and not adding more noise to a world of information overload. It also gives me hope that others will find my writing insightful when I write about what only I can write about. Also love your idea of creating my own rhythm, that totally resonates with me. And so happy to see other 9-5 workers here - feels like I found a bunch of like-minded people here. So excited to read more from you. 🤩
Thanks so much Claudia. That's what I really love about writing here, there#s a lot of like minded people :)
Thanks for this …. For 6 months yes very helpful advice It’s a bit like stage fright standing on a podium at first but then after a while it all goes well, the first 6 months are trainer wheels eh?
Yes well said. The first 6 months are taining
Really liked this. When Bitcoin hit $100,000, I was going to write about it within the theme of my newsletter. I started the article. I stopped. I wasn't inspired. As a pro writer, I know what it means to write no matter what for a paycheck. But as a creator, you absolutely want to be inspired and to share your unique message. As a reader, I much prefer infrequent newsletters that have something to say. As a writer, it's the kind I want to write.
I resonate with everything you said here. Thanks also for distinguishing between creator and entrepreneur. Something clicked when I read it and I know it will bring so much more clarity to my approach as a writer. Your final point about telling stories is something I’d like to do better.
So glad to hear that. The best way to get better at telling stories, is to tell stories :)…practice makes perfect
You're right, Benjamin. I'll hop to it!
Gratefully, Creator.
This is such great advice. I’ve added many of these takeaways as reminders when I’m considering all the things I want to write about and how I’m writing about them.
Thanks Chris. I think I might expand on this in the future
This may be a controversial opinion but everything we do as creatives, in contrast to business people should be about us. (Not to be interpreted as "about us at the expense of others")
What makes our work interesting and valuable is our unique perspective. The second we start chasing algorithms, or some imagined audience, we give up our most valuable possession: our vision, our voice, our very self. We become an empty shell.
Yes exactly! 100%
Wow, this is a 10/10! Love it—I can truly feel you through your words, and to me, that’s the most impactful part of this post.
I’m on this journey too, and in all my years of walking this path and doing what I do, I’ve never found anyone (until I found you) who describes the process of creating and building a project from a place of deep internal understanding so well.
It’s so reassuring to find people with a similar approach—to know we’re not alone in choosing to navigate this process in this way. That part about the question—Are you an entrepreneur or a creator?—really hit me. I asked myself that a long time ago, and I’ve come to see myself as an artist because otherwise, I can’t align with the way the world produces today.
Amazing work, Benjamin! 🫶✨
Thank you for commenting Jen. I really appreciate your kind words. This was a pretty “spur of the moment article” but I’m so glad I put it out there. I was drowning in a sea of “just add value” and “solve problems” it started to feel like I was missing my mind
Those spontaneous/ intuitive ideas are always best ones. ✨ yes the prison of visibility at cost of our real truth and voice, i can relate to that for sure.
Really enjoyed this. I remember posting similar tweets some years ago of it being a free terapy. Now it’s creativity and contemplation micro-movement. A sort of individual politics, as one should have.
Thanks for the insights and the intentional and unintentional support.
“a contemplation micro-movement” love that. I was not able to find this kind of message on X that#s one of the reasons I left
Yes, same. It was fun some quite some time though.
A lot of noise now; as you mentioned slowing down, I believe that’s a now-thing and will be the next-thing. Substack feels like it should be this limbotic space for the same reason. We’ll see.
Yes we will see
Great points. Thanks.
I found this quite refreshing, not least because it goes against the chorus in praise of those who devote themselves to 'giving value'. It feels honest and raw.
You made some salient points, such as, 'If you can’t evoke emotion in yourself how can you do that for your reader?' I think you meant ‘invoke’, not’ evoke’, but still - it's a question that shouldn't be overlooked.
For me, in order to avoid the unhappy compromise you allude to here - write for subscriber growth vs finding a deeper connection - i’ve created two Substacks: one with my copywriter hat on, the other with my novelist/screenwriter hat on. I switch from one to the one depending on my mood or what I have to say that day.
Nice to have come across you. Cheers.
Thanks Nicholas. That’s one way some manage to reconcile this dilemma. Let me know how it goes!
I write to learn and create something with some beauty in it. I’ve been doing this for at least sixty years, although I only started publishing five years ago. I’m approaching 85 years old and I’ve been a painter/sculptor all my adult life, so my writing has been in the form of a daily journal, which I did to clear some space in me. I never painted or wrote with the market in mind; I see creative work as a way to understand and develop insight and deeper vision. Writing is no different. It’s a daily practice, like meditation.
I’ve learned that this kind of writing actually helps other people to understand their questions too. It not solitary navel gazing. People eventually gather around someone who is doing this like a warm campfire in winter. The world we live in skims the surface as it keeps its focus on survival and looking good. We need people capable of going a little deeper.
Wow. Thank you sharing. It’s always great to get insights from those further along
Love this post✨️Personally because I am a CREATOR more than a "hustle business " 🌙
Thank you for these perspectives, been trying to find my way to post here in substack.
I realize now that I am more of a teacher than a writer🦋
Thanks Monica 🙏