Hi First name / Friend,

 

Did you notice?

 

This newsletter went from weekly to every two weeks, and yet I didn't say anything. No announcement or explanation, I just quietly changed the cadence. That decision was harder than it should have been, because you, my subscribers, matter to me more than I probably say. Showing up less felt like letting you down, even when I knew intellectually it was the right call.

 

Here's why I did it anyway.

 

So here's the thing: I love writing this newsletter, drafting posts, building tools, creating content, as it lights me up my creative brain. For a while, I told myself that was enough because  I was busy, producing, and showing up.

 

But what I wasn't doing was talking about my business. You know the uncomfortable part of actually picking up the phone, having conversations, building the business. Content creation had quietly consumed the time and energy that outreach needed, and I had let it, because content creation feels productive in a way that prospecting doesn't.

 

It took stepping back and looking at my own work through a simple framework to see what was really happening. It’s not the usual urgent vs. important lens most of us are familiar with, but the lens of impact vs. effort.

 

When I mapped my activities honestly, content creation wasn't wrong, as much as it was mistimed. Right now, in this season of building, outreach is high impact and the work that moves the needle. Posting daily on LinkedIn is high effort for uncertain return. The framework didn't tell me to stop creating, as much as it highlighted my tendency to hide behind it.

 

So I quietly pulled back, and I'm still in the middle of this, so I don't have a tidy resolution to offer you. But what I do have is the clarity that came from being honest about where my time and energy were going versus where they needed to go. So let me ask you: