I look for interesting topics that are overwhelming.
Then I spend hundreds of hours trying to make their mastery simple.
I'm asked why I publish online handbooks instead of books.
Surprisingly, books are a worse medium for education and discussion:
Great teachers—not experts—help you attain mastery. Because mastery requires tools over knowledge.
Bad teachers dump their thoughts onto paper then imply, “Here, you figure this out.”
Great teachers, on the other hand, appreciate how the brain works—and what it needs for comprehension.
So, I spend more time appreciating teachers than experts.
And I do so with the open-mindedness that teachers can be bloggers and podcasters. Not just professors.
Julian.com is read by over 650,000 people a year.
I run Demand Curve, a Y Combinator-funded training program that teaches companies and individuals to become expert marketers. Clients include Microsoft, Imperfect Produce, Perfect Keto, and 100+ others. I also write a marketing column for TechCrunch and occasionally appear on podcasts to talk about marketing, including Indie Hackers, Spec, and Mixergy.
Before Demand Curve, I started NameLayer, a domain name company that sold domains to startups and Fortune 500's. After our launch, I wrote the guide that many startups consult when choosing a name. NameLayer was acquired by Techstars.
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