I finally got tired of my own bullshit
A moodboard on positioning
I finally got tired of my own bullshit.
For the past few years, I built an entire identity around being the person who's working on something too big for language. My 2023 end-of-year letter literally opened with "There's a lot of emotional overhead that comes with building a company whose essence is hard to put into words."
I collected ideas about why things are hard to explain. I clung to this essay by
like gospel. I became that person doing cool but perpetually unclear stuff on the Internet.God, I'm exhausted just writing that out.
Being hard to understand doesn't make me special. My thing can feel hard to communicate but if I can't tell you what it is, I'm not protecting its essence—I'm just avoiding the hard work of clarity.
THAT'S LITERALLY MY JOB, DAMMIT!
To create a clear, easily digestible understanding of what our business is and inject it into the bloodstream of our team first, customers second.
And yes, getting to clarity takes time. But you can't just wish for change—you need a container for it.
So I kicked off Sublime Essence, a project to hold myself accountable to cracking the code on our positioning in a way that speaks to more than just the 30,000 of you that have the attention span and patience for nuance to read this Substack.
For any of you wrestling with your own bullshit re: defining what you do, below is a moodboard on positioning.
Sublime Premium members (and paying subscribers of this newsletter) get the full kick-off presentation I shared with our team for Sublime Essence. I'll reveal the results of this entire positioning exercise soon, but the TL;DR is: I feel fucking amazing exiting the "hiding underneath complexity" era and embracing the delicious normie pill of growth (my ego is screaming but I embrace the cringe).
Clarity isn't the enemy of depth.
It's the price of admission.
To see the Sublime Essence kick-off presentation, upgrade to a paying subscription. Sneak peek below:
