👋 Hey there, Mike here.

I hope your weekend has been great. This weekend I travelled to Asia and spent most of the day on an airplane and then the rest of the weekend trying to get over jet lag.

Enjoy 1 short story, 2 incredible examples, 1 great video.

Before we begin... I want to draw your attention to:

1 short story that makes you think.

The Long Haul - this weekend we flew long-haul as a family—two kids, three bags, and one very ambitious idea: we could survive 12 hours in the air together.

Between snacks, seat swaps, movie negotiations, and tired cuddles, something clicked.

It wasn’t smooth. It wasn’t quiet. But it worked—because we kept adapting. No rigid plan, just constant little shifts to make it through.

And that’s how building a content business feels most days.

You start with a big goal. You map it out. But the magic is in how you pivot—when the post doesn’t land, when the product launch feels too early, when the algorithm shifts.

The long haul is messy, but you move forward together—with your ideas, your voice, your audience.

Think: Are you trying to make every piece of content the perfect destination? Or are you building for the journey—adjusting, learning, and growing as you go?

2 examples of incredible content.

1/ Hidden Benefit

Sure, you might be selling beds, but sell a hidden benefit to gain attention and get more conversion.

2/ Minimalist

These days, with a few emoji you can craft simple adverts that convert.

This looks like a normal billboard, until you realise it was put up at Sydney's airport. Multiply the impact by clever placement.

1 great video I know you’ll enjoy.

Have you tried vibe coding yet? Billy Howell shares his strategy for making money by building and selling custom web applications using AI tools like Replit.

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That's all for today. If you enjoyed today's issue, please reply and let me know your favourite part.

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