The Hard Road

Building something is difficult.
It take incredible patience.
It takes conviction.
And it takes belief.
Belief that things will eventually resonate with a wider audience. Belief in that this thing you are building is the best use of your time. What is the opportunity cost? Are you a victim of the sunken cost fallacy?

Even though I have been building Stet for 3½ years now, in many respects the road begins now, with the very first publication out. Creatively speaking, Stet has been one of my most consistent outlets. It has allowed me to combine all the things that I love to do in a consistent manner. My only concern however is that it is not reaching the wider audience that I imagined for it.

I had hoped that creating something good and useful would yield more reach. I was wrong. At the moment it is a creative distraction. Maybe I overestimated the audience of people interested in reading concise and (I want to believe) interesting articles about the built environment?


I have dipped my toe into Twitter ads, but I feel that this isn’t exactly where my audience is. Rather the one that appear to ‘engage’ more with my posts are definitely living (lurking?) on LinkedIn. The thing is it seems that barrier for entry into this space is $120 minimum from any campaign. Seems like burning $120. I don’t mind betting on myself, what I do mind is betting on myself when LinkedIn makes the rules and I have no idea what the outcome could be.


I have been meaning to review what and how I write about this particular newsletter. I really believe in the format. I love sending it out. I love writing and have really developed a love for it. I love the research, I would do the research and write even if it wasn’t being shared with others. However I did conflate two issues. Writing 2000 word essays is a commitment from anyone to read. It has also lacked a consistent publishing schedule this past year. My antidote to all of this has been to reduce the size of what I am sending out but generally send it out every week.