Hey,
Some people move fast and build things.
Others stay busy for years and barely move.
It’s not intelligence. It’s not effort or talent. It’s how they move through the world.
There are three modes: Sleepwalking. Zigzagging. Straightlining.
Sleepwalkers don’t realize they can just do things. They coast. They react. Nothing happens.
Zigzaggers know what they want. They even start. But as soon as things get hard, they stall.
They rethink everything. Abandon the plan. Chase “clarity.”
Tell themselves they need to think more before acting.
Then they drift again.
Straightliners don’t do that.
They make a plan. Then they follow it.
Even when it’s boring. Especially when it’s boring.
No self-negotiation. No content binges. No waiting for the vibe to feel right.
I’ve been all three. And the output difference is absurd.
When I’m zigzagging, I lose 90% of my energy to indecision and overthinking.
When I’m in straightline mode, I get 10 days of work done in one.
And here’s the kicker: it doesn’t require anything new.
No supplements. No new routine. No environment change.
Just a choice:
Decide what matters.
Make a plan.
Stick to it.
🤓 B2B Growth Insight
Have a look at this cold email:
Hey Xavier,
Quick question: if you could publish 30 SEO-optimized articles every month (automatically written, keyword-targeted, and auto-published for you), would that be useful?
We built a tool that does exactly that.
Happy to show you how if you're interested.
Best,
Jakob
Now read this one:
Hey Xavier,
Ever wish your blog could create content on its own? We built a platform that generates articles based on what your audience cares about. All powered by AI.
Curious to learn more?
Best,
Jakob
Which one performs better?
Answer: Variant 1.
300 emails sent.
Variant 1 = 6 positive replies.
Variant 2 = 0.
Why?
Variant 1 hits fast with a vivid picture: 30 articles, SEO-optimized, auto-published.
You can see it. Imagine it. Want it.
Variant 2? It’s just noise that could describe tons of different tools. No angle. No outcome. Nothing to grab onto.
The lesson? The more vividly you describe the outcome, the less work the reader has to do.
And the less work they have to do, the more likely they are to say yes.
Applies to everything: cold emails, ads, landing pages.
🤔 Quote I’m Pondering
I’m writing this while drinking the most overpriced coffee in all of Denmark.
It’s a simple, small filter coffee and costs roughly $6.
Just a few meters away, at McDonalds, you can get a filter coffee for $1.5.
And yet I come here every day and pay far too much for my cup of coffee.
Why?
Because the place is amazingly designed. I feel inspired the moment I sit down.
There are tons of people paying 2x-5x for a haircut because they like the vibe of the place.
The exact same thing is true for software too.
People keep using shitty software like Notion because they like the design.
The way a product, or service, or software makes people feel is a huge and largely overlooked factor.
The surroundings you put a feature in can make it look like art or total trash.
🤯 Surfing the Web
🫨 Music I’m Scheming to
🥰 Looking for more?
🙏🏼 Need more leads? I’m currently helping 40+ B2B brands generate dozens of qualified leads a week using my AI-powered cold email software. And the best part? You only pay for results. Click here to learn more.
🤠 Get In Front Of My Audience - With more than 18,000+ newsletter subscribers, I’ve already helped dozens of partners grow. Interested in a partnership, tap here.
That’s it for this week!
Talk soon,
Jakob
The Virgil quote low key has so many meanings! Great read