The world of tech is messy and noisy. Trends come so fast and disappear so quickly that it’s hard to understand what’s really going on, which trends matter (and why), and most importantly, what will happen next.
Benedict Evans does the hard work for us. He digs deep so we don’t have to and explains his findings in a weekly newsletter which goes out to more than 170,000 subscribers.
Although the newsletter is basically like a mini magazine, his marketing couldn’t be more different from magazines. No flashy ads and no espresso machine for subscribing. Evans markets by making his thinking public.
On Twitter and in his blog, he tells true stories about what he’s currently thinking about. People know exactly what they subscribe to. Which is precisely what makes them subscribe. Evans trusts them with that decision.
This makes him a role model for the Leaders Light the Path approach. Here’s the manifesto if you want to become one, too.