Founder’s Dance with George Levin #10

This week, I’ve been reflecting on the term "creator," how it’s evolving, and why more founders are taking content creation seriously.

I started journaling during tough times as a form of therapy. Over time, it became a habit, and I began taking notes on books, podcasts, and my thoughts. Initially, it was an unstructured mass of notes, and I had no intention of sharing them. Posting on social media felt like unnecessary showboating.

The turning point came when I discovered different methods for organizing my notes. The one that resonated most was the Zettelkasten system, which I learned from How to Take Smart Notes by Sönke Ahrens. This approach helped me see that my notes clustered around 15-20 core topics—relationships, meditation, startup mistakes, shame, friendship, sales, longevity, fundraising, dieting, running, boxing, and more. Using the Zettelkasten method, I started to connect my notes. This led me to deeper research on these topics.

The next step was daring to share. It happened as part of my exploration of shame. I realized I had issues with toxic shame and coped by adopting a facade of always being right, well-prepared, and in control. Posting on social media forced me into a vulnerable position—open to criticism and exposed to those who might dislike my work or even me as a person. It taught me an essential lesson: it’s okay to be wrong; some people won’t like me, and that’s fine.

Another lesson was confronting my perfectionism. I realized that what drove it wasn’t just a desire for quality but a fear of being caught in a mistake and feeling shame. Public writing, which started as therapy, taught me so much more.

Then, I noticed how it impacted my business. I began meeting new people who connected with my posts—new investors, team members, and supporters. We didn’t have to build relationships from scratch; they were already formed by them following my journey, knowing my values, and sharing them. Later in this newsletter, I’ll discuss how content can support business and why it’s becoming even more crucial today.

Product Spotlight: Pika and Suno

As I dive deeper into the world of creators, I’ve been researching tools to elevate my content. This week, I’m featuring two that create pure magic: Pika—an idea-to-video platform, and Suno—pioneering a future where anyone can make great music. Both tools have seen rapid viral growth.

You’ve probably seen many videos like this. I created this example in just 5 seconds.

You might also have heard surprisingly polished, customized music in creators' videos—like this hip-hop track about my newsletter. That, too, took only 5 seconds to produce using Suno.

Startup Hacks: Build Your Community

Today, with the democratization of technology, the biggest advantage goes to companies with established distribution. They already have users and can quickly build new products on existing platforms using LLMs. For new founders, the most effective way to reach customers is through a personal community. The formula is simple: build an audience first, then convert it into a community. That community becomes the early adopters of your products.

There are two paths to becoming a successful founder: raise a lot of money, focus on a narrow niche, hire top talent, and compete with giants—hoping that specialization gives you an edge. The downside? You don’t get many attempts, and each one takes years.

Alternatively, grow your following and community, constantly testing new ideas with them. This way, you can run experiments monthly. When something clicks, build on it, and your community will become the first to adopt and refine the product.

Culture Corner: Creators Era

Recently, I realized my wife and I stopped watching traditional TV shows. Instead, we’ve switched to longer YouTube videos on TV. We’re not alone—this is a major trend, and YouTube is prioritizing longer formats, even pushing for shows with seasons and episodes created by vloggers.

One reason is the rise of quality in independent content. With AI tools and a growing ecosystem, creators produce content that rivals mainstream media. For example, check out Kinigra Deon. While not my usual type of content, her stats are impressive:

• 4.4 million subscribers

• 400 million views last year

• 70% of her audience watches on connected TVs

• 94% of visitors last month were repeat viewers

This is all from a small studio in Alabama, with friends and family helping out! These numbers come from a post by my friend Misha Koroteev.

YouTubers like MrBeast are the next billionaires; even Sequoia is investing in them like they do with startups. If you’re considering sharing more of yourself on social media, I recommend starting with Show Your Work by Austin Kleon.

For those already on the journey, follow Greg Isenberg and subscribe to his channel. He's my #1 inspiration for content ideas.

Mind Bender: Second Brain

As someone who takes extensive notes, I’m fascinated by the concept of a “second brain.” Imagine uploading all your notes, conversations, and blog posts into a large language model to create a digital replica of yourself. Startups are actively building these “second brains.” Read this article from Justine Moore, an a16z investment partner.  

You could then teach this digital brain to control a computer. Models like Claude 3.5 Sonnet can already interface with computers, so your digital replica could handle many admin tasks.

I imagine a future where we might store our memories and upload them to LLMs. People born 50 years from now could record 100% of their memories, making their “second brain” almost indistinguishable from their first—except it would live forever, able to guide and advise future generations. This raises a more profound question: if our digital selves are “Chinese rooms,” are we, too, just biological computers programmed in complex ways? And that is the difference? For those curious, I highly recommend my favorite sci-fi book, Blindsight, by Peter Watts.

Life Snippets: Scaling CRMchat

Back to reality—my main focus is scaling CRMchat.ai. We’ve launched FB/IG ads and found a workaround to display Telegram images on our ads without rejection.

Thanks to Herman Poleschuk and his agency, we have also started a Telegram ad campaign and got 150 signups on the first day. By the way, I met Herman through one of my Facebook posts.

Recently, we had a stroke of luck: someone posted a recommendation about us in a London expat group on Telegram, which attracted a potential big client who offered to meet at the TON Gateway conference in Dubai. I bought a ticket and will be there from Oct 31 - Nov 4, hoping to close the deal and set up as many meetings as possible with potential Web3 clients. Whoever posted that recommendation, thank you—I owe you.

This is a good example of how content creation can be powerful. By sharing my thoughts and values, I attract like-minded people who sometimes spread the word about me and my projects. And I do the same for them. That’s where the magic begins. In the end, it’s all about people.

Wishing you all a fantastic week ahead!

P.S. In the previous newsletter, I mentioned NotebookLM, which can convert text and videos into podcasts. Check out this podcast made from this newsletter. It's not just a summary; topics like Zettelkasten and insecurities are explored more deeply than I covered in the newsletter 🤯

Speak soon,

George

October 27, 2024. Brooklyn Heights.

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