"I'm trying to figure out what is the thing that drives this business of mine, which what even is that business? I don't know," he says. "It's a bunch of stuff that I make online. What's the unifying thread there?" He has 1,800 people on his email list but it doesn't have an identity and just been something that kind of existed on the side. 'Email marketing makes that easy because it's not just spam a whole bunch of people'