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On Business.
OB//021

Start with the smallest viable audience_

And, what are the footprints of your life adding up to?

December 18, 2025
By _iain.

Welcome back,

3 things today.

Something I wrote,
something I found,
and something else.

All to help you work on your business.

Let's go.

_iain.

Something I wrote_

Most people think bigger audience = better.

But, here's why starting small might work.

Something I found_

"At this point, we've gotten really great at 'writing it down.' We've been trained to take notes, snag photos, and add things to our bookmarks so we don't forget about them. The more important question that nobody has bothered to ask is what to do with it all. Components are ultimately the building blocks of a story, project, or idea, but accumulation means nothing without connection. What are the footprints of your life adding up to?"

From Common Discourse →

Question for you_ What are the footprints of your life adding up to?

Send me an email, I'd love to know.

Something else_

Drawing is still the best way to communicate ideas quickly.

- Sir James Dyson

That's it for this issue.

See you in 3 days_

_iain.

ps_

I've been obsessed with MSCHF for years now. They drop absurd products (like a $1,600 microscopic handbag) that sell out instantly. It's a masterclass in business by not doing what you're supposed to.

What is On Business?
Three things.
Every three days.

Something I wrote.
Something I found.
Something else.

All of it to help you build a business that actually works.

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