Lenny Rachitsky: How This Ex-Airbnb Product Manager Created A Top Newsletter On Substack
Oct 25, 2023
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Lenny Rachitsky, an ex-Airbnb product manager, now runs a top Substack newsletter with over 500,000 subscribers. He shares his journey into content creation, stressing the value of prioritizing audience needs over ego. Lenny discusses his rigorous writing process, which involves extensive research and multiple drafts. He also delves into finding inspiration in busy workspaces, managing distractions, and cultivating niche writing expertise. His motto? "There’s always room for better content," and he exemplifies this with his commitment to delivering quality.
Content creators should focus on delivering high-quality and valuable content consistently.
Word-of-mouth is a powerful growth strategy for content creators.
Guarding your time and focusing on what you enjoy leads to better content.
Niche-focused newsletters can lead to significant success by providing fresh insights and unique value.
Deep dives
Focus on the job your content does for your audience
People buy your product, listen to your podcast, or read your newsletter because they have a job they want you to do for them. It is important to understand what job your content is fulfilling and how it provides value to your audience.
Emphasize quality and consistency in your content
To succeed in content creation, focus on delivering high-quality content consistently. Spend time ensuring your content is informative, actionable, and concise. Strive to be one of the best in your niche, but also enjoy the process and stay humble.
The power of word-of-mouth growth
Word-of-mouth is a powerful growth strategy for your content. Instead of relying on paid advertising or strategies, prioritize creating content that is valuable and useful to your audience. People are more likely to share and recommend your content if it solves their problems and provides value.
Protect your time and focus on what you enjoy
As a content creator, it is important to guard your time and avoid distractions. Say no to opportunities that don't align with your goals or drain your energy. Focus on what you enjoy writing about and what you are curious about, as this will ultimately lead to better content.
The Importance of Solving the Reader's Job to be Done
When creating a successful newsletter, it is crucial to understand the specific job that readers are hiring your content to do. Whether it's providing career advice, teaching new skills, or offering entertainment, the key is to solve that job exceptionally well. Simply rehashing information or pontificating on superficial ideas won't cut it. By offering fresh insights, unique stories, or valuable systems, you can stand out in a crowded market and provide real value to your audience.
The Power of Niche Fame and Recommended Writing
Having a niche-focused newsletter can lead to significant success. It enables you to become known within a specific community and opens doors for recommendations and word-of-mouth growth. Building a personal monopoly around a topic allows you to create a reputation as a go-to resource and makes it easier for others to recommend your work. Niche fame provides the benefits of recognition and respect without being overshadowed or limited by mainstream fame. It cultivates a dedicated and engaged audience within a specific domain.
Prioritization, Focus, and Consistency in Writing
Prioritization, focus, and consistency are essential factors in successful writing. While consumption of quality content can be influential, the key lies in contributing something new and valuable to the conversation. Avoid getting distracted by optimizing platforms, designing websites, or overthinking strategies. Instead, prioritize writing awesome content that resonates with your audience. By maintaining discipline, setting deadlines, and adhering to a consistent schedule, you can avoid stress, achieve flow states, and create high-quality work that stands out.
Lenny writes one of the top five business newsletters on Substack — which has amassed over 500,000 subscribers. He hosts a podcast that makes him more money than he made in corporate America. And he’s built a raving X audience of over 188,000.
No training. No ego. And to top it all off, he writes in one of the most oversaturated markets on the Internet: product management.
How does he do it?
After his first Substack post went viral, “What Seven Years at Airbnb Taught Me About Building a Business”, Lenny saw the positive impact that his ideas had on his readers. He became obsessed with adding value. His motto?
“There’s always room for better content.”
In an age of cheap, viral-hungry clickbait, Lenny’s quality bar is through the stratosphere. He spends hours researching and revising. He takes ten, twenty, thirty passes on every piece he writes. He’s hyper-focused on adding value. And his audience loves it. His commitment to quality catapults his content above the noise.
In this episode, you’ll see inside Lenny’s process. He opens up about creating high-signal content; following what energizes him; balancing storytelling with practicality; protecting his writing schedule; and above all, rising above the noise.
