BECHEM AYUK
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Most founders underestimate how much leverage writing creates.
When you publish your thinking regularly, three things happen quietly:
Your ideas travel without you.
Your reputation scales without meetings.
And the right people start coming to you already convinced.
Good writing turns expertise into infrastructure.
A founder’s newsletter shouldn’t compete with journalists.
Journalists report what happened.
Founders can reveal something much rarer: what it felt like while it was happening.
The uncertainty before the decision.
The bet no one agreed with.
The mistake that looked correct at the...
The biggest mistake executives make with newsletters is trying to sound “professional.”
Professional writing is optimized to avoid risk.
But the ideas that attract attention usually involve taking intellectual risk... a sharp observation, a contrarian view, a lesson from a mistake.
How average founders write newsletters:
- Company updates
- Product announcements
- Industry news
- Generic advice
How interesting founders write newsletters:
- Lessons from real decisions
- Mistakes they made this week
- What changed their mind
- How they actually think
Old approach to newsletters:
• Daily dispatches chasing relevance
• Hooks designed to trigger clicks
• Focus on growth at any cost
New approach to newsletters:
• Weekly reflections steeped in wisdom
• Insights rooted in psychology and life
• Emphasis on depth that lingers
Quantity fills inboxes. Quality fills minds.