Marketing always changes.

Channels depreciate—People get used to them. People get bored with them.

There's always going to be another social media website. There's always going to be a new app. There's always going to be a new trend. A new way to show ads. A new platform to advertise on.

Marketing always changes.

Because of this, it can be hard to keep up. It can be hard to figure out what to focus on and how to take all this information and turn it into something useful.

You spend hundreds of hours and thousands of dollars to dominate a popular channel, only to see it completely collapse in a few years.

Then, you have to repeat the process again. On and on you go.

Learn about a new technique, watch it grow, then watch it die. And that's a problem because you don't have much time to learn.

You're doing 100 things at once, so you need to learn lessons that will help you regardless of the tactics, channels, tools, and strategies you're implementing.

You need to learn about the things that never change.

The psychology. The way you interact with people. The way people interact with products. People's deepest desires. Their darkest fears.

Important. Complex. Timeless.

That's what this newsletter is about.