1-Read-A-Day: what I learned running a newsletter, October edition

Every month, I share what I’ve learned running the 1-Read-A-Day newsletter. Here’s the first month.

How well is it doing?

  • Subscribers: 230 (only 10 new subs since September)
  • Open rate: 22.6%
  • Click rate: 2.5%
  • Most opened email: Lesson 5, Making Yourself a CEO by Ben Horowitz
  • Most clicked email: Lesson 39, How Mint beat Wesabe by Noah Kagan

What did I learn in October?

  • Readers were quiet this month. Several commented that they enjoyed the 10-question quiz after Lesson 50
  • I recorded three short audio summaries for Lessons 1, 2, and 3. Just experimentin’. They’re around a minute each. You can hear them by clicking the big blue button near the top
  • I published another 101, Startup Mistakes and Failures. 27 great links featuring Max Skibinsky, Siqi Chen, Derek Sivers, and more
  • I wish there was an easy, effective way to convert emails into blog posts. There are plugins that convert RSS feeds into emails, but I can’t find a good plugin to do the opposite. With email newsletters growing in popularity, I hope this problem is solved soon
  • I wish Mailchimp allowed me to better manage autoresponder emails in bulk. Right now, if I make a design change to one Lesson, I need to manually repeat that change more than 50 times!

What’s coming up

  • More 101s: Hiring, Product, and Stories
  • Once I hit 100 lessons, I’ll create a draft Startup Textbook (a well-designed PDF file featuring the 101s and the summaries). Hope we’ll be there by December
  • I haven’t marketed the newsletter (beyond blog posts and tweets), but subscribers are not growing (5% since September). I’ve been unwilling to make a big push, and I’m not sure why (perhaps I don’t think it’s good enough?)

Thanks to all subscribers for your feedback. It’s been a pleasure to do this. Here’s to showing up and getting to work. Cheers!

PS. If you run an email newsletter, I’d love to hear what you’re doing and what you’ve learned

What they talk about when they talk about writing

I write only when inspiration strikes me. Fortunately it strikes me every morning at nine o’clock sharp. – Somerset Maugham

There’s a deep satisfaction that comes from publishing a piece of writing, even if it’s seen by only a handful of anonymous readers.

That satisfaction comes from a basic human desire. It’s the desire to create something with our hands, something that we alone willed into existence, and something that has a chance – however small – of outlasting us.

I want to write more than I currently do, but it’s hard. The problem? Finding the right words and putting them in the right order.

But I’m determined to become a better writer. Writing is like a sport – it’s fun to play, but it’s more fun when you’re good.

I stop every day right at the point where I feel I can write more. Do that, and the next day’s work goes surprisingly smoothly. I think Ernest Hemingway did something like that. – Murakami

As an avid reader, the writers I most enjoy (say, Orwell, or Hemingway, or Carver) seem to possess 2 skills: a mastery of style, which is like the foundation and walls of a house, and the ability to evoke emotion, which is like the furnishing and appliances.

You need the foundation and walls, but it’s the plush couch and comfortable lighting that make a place feel like home.

People ask me why I write. I write to find out what I know – Virginia Woolf

I have a lot of catching up to do. In 16 years of school, I barely learned the basics of writing style and certainly not the harder art of engaging emotion. Though we read Shakespeare and Twain and Achebe, I can’t explain how or why their work was so effective.

And though I wrote stacks of essays in response to various prompts, it’s the equivalent of a kid who, wanting to play in the NBA, practices by shooting free throws in the park.

This too to remember. If a man writes clearly enough any one can see if he fakes. If he mystifies to avoid a straight statement, which is very different from breaking so-called rules of syntax or grammar to make an effect which can be obtained in no other way, the writer takes a longer time to be known as a fake and other writers who are afflicted by the same necessity will praise him in their own defense. True mysticism should not be confused with incompetence in writing which seeks to mystify where there is no mystery but is really only the necessity to fake to cover lack of knowledge or the inability to state clearly. Mysticism implies a mystery and there are many mysteries; but incompetence is not one of them; nor is overwritten journalism made literature by the injection of a false epic quality. Remember this too: all bad writers are in love with the epic. – Ernest Hemingway

After school, I spent 7 years in business. Here, quantity and speed are more important than style and feeling. We write a novella’s worth of emails every week, but it’s done on deadline and with competing priorities. Sure, we may type a thoughtful team email or diligent Board update, but it’s filled with jargon and lacks feeling. Good writing – to me – is all about feeling.

With the aim of becoming a better writer, I’ve set 3 priorities:

Priority #1 is to write more and write carefully. Like meditation, careful writing is tough because it feels like an absence of activity. You use the same amount of energy as composing a business email, but at half the speed. You need to carefully choose your words. Write and rewrite paragraphs. Minimize jargon and overused figures of speech. And above all, make sure you’re saying what you want to say, and you’re saying it clearly.

Priority #2 is to study the work of good writers. Writing is a vulnerable, visible profession. Writers may not appear in celebrity tabloids or reality TV shows, but their brains are on display with every sentence. To paraphrase V.S. Naipaul, a writer’s being is the sum of his work, and to understand a writer, you need to understand his writing.

Some writers even translate the work of others. Murakami translated Fitzgerald. Franzen translated Kraus. I have a weekly goal of rewriting – word for word – a famous short story or essay. I’ll share the details in a future post; it’s something Ben Franklin used to do.

Priority #3 is to read the advice of good writers. Their advice is not without cliche and repetition. As with any creative act, there’s a mystery which can’t be explained.

However, there are articles worth sharing. Despite each writer’s unique style and background, there is one consistent message: pick the right words, put them in the right order, and do so with a purpose.

Here’s a list:

Literature is not like music; it isn’t for the young; there are no prodigies in writing. The knowledge or experience a writer seeks to transmit is social or sentimental; it takes time, it can take much of a man’s life, to process that experience, to understand what he has been through; and it takes great care and tact, then, for the nature of the experience not to be lost, not to be diluted by the wrong forms. The other man’s forms served the other man’s thoughts. – V.S. Naipaul

Unlike learning Chinese or living longer, “writing better” is hard to measure. But sometimes you just need to do something, and keep doing it, and eventually you’ll know.

Pixar’s 22 Rules of Storytelling

A wonderful list from former Pixar storyboard artist Emma Coates (whose blog is wonderful too).

She tweeted them in 2011, and a fan created this set of matching graphics in 2013.

I wanted a simple text list for reference, so here it is. The lessons are timeless.

1. You admire a character for trying more than for their successes.

2. You gotta keep in mind what’s interesting to you as an audience, not what’s fun to do as a writer. They can be v. different.

3. Trying for theme is important, but you won’t see what the story is actually about til you’re at the end of it. Now rewrite.

4. Once upon a time there was _____. Every day, _____. One day _____. Because of that, _____. Because of that, _____. Until finally _____.

(I love #4)

5. Simply. Focus. Combine characters. Hop over detours. You’ll feel like you’re losing valuable stuff but it sets you free.

6. What is your character good at, comfortable with? Throw the polar opposite at them. Challenge them. How do they deal?

7. Come up with your ending before you figure out your middle. Seriously. Endings are hard, get yours working up front.

8. Finish your story, let go even if it’s not perfect. In an ideal world you have both, but move on. Do better next time.

9. When you’re stuck, make a list of what WOULDN’T happen next. Lots of times the material to get you unstuck will show up.

10. Pull apart the stories you like. What you like in them is a part of you; you’ve got to recognize it before you can use it.

11. Putting it on paper lets you start fixing it. If it stays in your head, a perfect idea, you’ll never share it with anyone.

12. Discount the 1st thing that comes to mind. And the 2nd, 3rd, 4th, 5th – get the obvious out of the way. Surprise yourself.

13. Give your characters opinions. Passive/malleable might seem likable to you as you write, but it’s poison to the audience.

14. Why must you tell THIS story? What’s the belief burning within you that your story feeds off of? That’s the heart of it.

15. If you were your character, in this situation, how would you feel? Honesty lends credibility to unbelievable situations.

16. What are the stakes? Give us reason to root for the character. What happens if they don’t succeed? Stack the odds against.

17. No work is ever wasted. If it’s not working, let go and move on – it’ll come back around to be useful later.

18. You have to know yourself: the difference between doing your best & fussing. Story is testing, not refining.

19. Coincidences to get characters into trouble are great; coincidences to get them out of it are cheating.

20. Exercise: take the building blocks of a movie you dislike. How d’you rearrange them into what you DO like?

21. You gotta identify with your situation/characters, can’t just write ‘cool’. What would make YOU act that way?

22. What’s the essence of your story? Most economical telling of it? If you know that, you can build out from there.

1-Page Cheatsheet: Beta China by Hamish McKenzie

Beta China by Hamish McKenzieMore like a half-page cheatsheet since the book is only 65 pages ($1.99 on Amazon). I enjoy Hamish’s writing for PandoDaily – he asks bold questions and provides clear, often contrarian answers.

Also, this is my 100th post. I wish we’d gotten here sooner.

Boilerplate about China’s long history of innovation

The Chinese were the world’s earliest practitioners of chemistry, a study fueled by the Taoist search for the elixir of life. And they were the first people to produce silk, a skill they acquired as early as 1300 BC.

The first people to print paper money? That was the Chinese, too. Around AD 1000, they invented gunpowder, which they used for fireworks.

Chinese technology products are often clones; as a result there are many competitors

“C2C,” meaning “copy to China.” Benjamin Joffe, a China Internet consultant, has cheekily called it “innovation arbitrage.” China is home to thousands of Facebook clones, Twitter clones, Groupon clones, Yelp clones, eBay clones, Amazon clones, Quora clones – pretty much any Internet business you can think of.

At one point, Tudou (a leading YouTube clone) had as many as 500 competitors. “If it was just YouTube, there’s no way it could have survived.”

After cloning, Chinese companies use “micro-innovation” (known as 微创新) to add unique features; this micro-innovation is sometimes copied by the original victims

While it started life as a direct Twitter clone, Sina Weibo grew and mutated until it became more like an amalgam of Twitter and Facebook, allowing comments on each post and having more of an emphasis on pictures.

Another Silicon Valley company, however, doesn’t appear to have been so shy about taking inspiration from Sina Weibo. “When Google+ was launched, I was looking at it, I was like, ‘That’s a copy of Weibo,’” van der Chijs says.

China is known for innovation in technology business models

Tencent was among the world’s first adopters of the free-to-play model, with fellow Chinese companies Giant Interactive, Shanda, and NetEase among the other pioneers. South Korea’s Nexon had been doing it even earlier. Years later, Zynga would adopt the exact same approach

There are innovation challenges from cradle (education) to grave (Confucius)

In present-day China, innovation is neutered by an education system that emphasizes conformity over creativity, a Confucian ideology predicated on hierarchy and obedience, and the low value placed on intellectual property.

The big tech companies – known as BATS for Baidu, Alibaba, Tencent, and Sina – stifle startups

Until recently, their preference was to raid the best talent from startups, copy the most successful products, and move on. They already controlled most of the distribution channels and could quickly push their own versions of products out to their existing user bases, which number in the hundreds of millions.

BATS have an eye on overseas growth with the aim of competing in America

For companies such as UCWeb, Xiaomi, Baidu, and Tencent, it makes sense to get a headstart in emerging markets, particularly in Southeast Asia, where huge numbers of people are coming online through their mobile phones, and where the existing Internet infrastructure is relatively immature. […] Among them, the countries of Indonesia, Thailand, Vietnam, Malaysia, and Singapore have a total of more than 430 million inhabitants, and their economies are rapidly improving.

Tencent is the one Chinese company that is willing to strike out for more distant shores, and it has an eye firmly on the grandest of prizes: America. The idea of conquering the US carries great currency in China, not only because it is a rich market with enormous commercial potential, but also because it represents the ultimate status symbol.

That’s it, folks. Hope you learned something! Got any book or article recommendations?

Previous 1-page cheatsheets include:

Thanks folks! Here’s a list of all 1-page cheatsheets, and a list of all books!

September and October Quotes: “In all the noise, finding those trusted voices is more important than ever” – Tom Friedman

Aren’t quotes amazing? You get a distilled capsule of wisdom from someone (or some thing) that has withstood the test of time.

I’m constantly trying to memorize my favorites. Sometimes repetition is the only way to really learn a thing and make it a part of yourself.

I think certain types of processes don’t allow for any variation. If you have to be part of that process, all you can do is transform – or perhaps distort – yourself through that persistent repetition, and make that process a part of your own personality. – Haruki Murakami

Of course we need to start with Murakami. I’m bummed he didn’t win the Nobel Prize, but I’m sure Alice Munro deserves the prize and look forward to reading her work.

Literature is not like music; it isn’t for the young; there are no prodigies in writing. The knowledge or experience a writer seeks to transmit is social or sentimental; it takes time, it can take much of a man’s life, to process that experience, to understand what he has been through; and it takes great care and tact, then, for the nature of the experience not to be lost, not to be diluted by the wrong forms. The other man’s forms served the other man’s thoughts. – V.S. Naipaul

Been spending a lot of time with Naipaul. He is a craftsman with words and he produces work of astonishing detail and clarity. It’s like seeing a painting so intricately drawn that you feel like you’re in the uncanny valley.

Because of the intuitive way in which I have written, and also because of the baffling nature of my material, every book has come as a blessing. Every book has amazed me; up to the moment of writing I never knew it was there. But the greatest miracle for me was getting started. I feel – and the anxiety is still vivid to me – that I might easily have failed before I began. – V.S. Naipaul

He shares a frequently cited concept in his Nobel Prize speech: that he is the sum of his books, and that each new book holds all his previous books. I had a hard time with the second part, but I think it’s akin to saying that within your current self is your teenage self, your adolescent self, your child self…and so on.

I don’t buy into this happiness stuff…if you want to know happiness, look at a heroin addict. Now THEY’RE happy. – Dr. Drew

Count on Dr. Drew and Adam to call bullshit on our society’s addiction to the sort of modern self-help that offers band-aids for deep wounds.

Every really good creative person…whom I have ever known has always had two noticeable characteristics. First, there was no subject under the sun in which he could not easily get interested — from, say, Egyptian burial customs to modern art. Every facet of life had fascination for him. Second, he was an extensive browser in all sorts of fields of information. For it is with the advertising man as with the cow: no browsing, no milk. – James Young

A helpful reminder that we shouldn’t limit our pursuits – intellectual or otherwise.

We travel, initially, to lose ourselves; and we travel, next, to find ourselves. – Pico Ayer

To be yourself in a world that is constantly trying to make you something else is the greatest accomplishment – Ralph Waldo Emerson

It’s a trite statement but all trite statements are true. Because they’re obvious, we – ironically – ignore them.

In all the noise, finding those trusted voices is more important than ever – Tom Friedman

Part of a great talk promoting his new book That Used To Be Us (which I’ve bought but haven’t opened).

We’re lonely, but we’re afraid of intimacy – Sherry Turkle

Sherry has a point.

The palest ink is better than the best memory – Chinese proverb (Kinsey to Peggy)

This never happened. It’ll shock you how much it never happened – Don to Peggy

I recently watched all 5 and a half seasons of Mad Men. I’d already seen about half of the episodes, but wanted to start from the beginning and work through them in the right order and with full attention. Things made a LOT more sense the second time around, but I’m sure there will be revelations from a third viewing, or a fourth…

Compared with what we ought to be, we are only half awake. Our fires are damped, our drafts are checked. We are making use of only a small part of our possible mental resources. . .men the world over possess amounts of resource, which only exceptional individuals push to their extremes of use. – William James

A useful reminder.