David Perell

Quotes are word for word from the source.

• The content bundle

  “The fun and widely read sections in the back half of the newspaper funded the important but less profitable ventures in the front half.”

  Our noteExplaining how entertainment content subsidized serious investigative journalism in the newspaper bundle.

• Effective cold outreach

  “Good emails are short and personal. They get straight to the point and show the recipient that you're familiar with their work.”

  Our noteDavid shares his criteria for writing outreach emails that actually get responses.

• Avoiding generic questions

  “The majority of podcast hosts ask the same mind-numbing questions like "Tell me about how you started your company" and "what is a mistake you made, and how did you rebound from it?”

  Our noteDavid criticizes conventional interview questions that fail to elicit interesting responses.

• Seamless guest experience

  “Like a trip to the Four Seasons, we want to make the guest experience as seamless as possible. A guest should never feel confused. If they do, it's our fault.”

  Our noteDavid emphasizes the importance of hospitality and clear communication with guests.

• Externalizing repeatable processes

  “Instead of relying on yourself, you can prevent errors and mistakes by externalizing repeatable processes into checklists.”

  Our noteDavid explains how to prevent operational errors by moving processes out of your head.

• Avoiding crazed competition

  “try to think concretely what you want to do...there's always a question, where is the frontier, where are some pockets of innovation where you can do some new things and not be in a crazed competition.”

  Our noteAdvice on finding unique opportunities instead of competing in crowded markets.

• San Francisco writing style

  “The San Francisco writing scene prizes clarity and contrarian originality. The thirst for clarity is shaped by computer scientists who outline their work by writing documentation”

  Our noteDavid explains how the tech culture influences the local writing style.

• Teaching writing opportunities

  “The method I teach in Write of Passage is shaped by the San Francisco style because that's where the opportunity is.”

  Our noteDavid connects his writing course methodology to the San Francisco tech-driven style.

• Social media nature

  “Modern media is inherently social - a conversation, not a broadcast. Our engagement with music doesn't end when we listen to a song. Rather, it continues when we share it.”

  Our noteDescribing the interactive and shareable nature of modern content consumption.

• Limits of algorithms

  “Algorithms are great at giving you something you like, but terrible at giving you something you love.”

  Our noteHe distinguishes between safe, predictable preferences and deep, transformative experiences.

• Power of storytelling

  “Hollywood techniques aren't going to make anybody an expert in their subject, but they can kindle the flame of curiosity.”

  Our noteDavid explains the role of entertainment and storytelling in sparking initial interest.

• Audience quality

  “At the beginning of the year, I mostly cared about having a large audience. But now, I care much more about attracting the right people.”

  Our noteDavid describes his shift from focusing on raw traffic to focusing on the right audience.

• Education for retention

  “You find them and they catch your attention and get you really interested, but then over the long term, education is what gets you to stick around.”

  Our noteExplaining why educational value is crucial for building a lasting audience.

• Questions Before Answers

  “Answers can enter our minds when questions make space for the journey of exploration.”

  Our noteHe explains that curiosity and questioning are prerequisites for true understanding.

• Individuals as Media

  “with Naked Brands , one thing that is so critical to this emerging trend is that people are essentially media companies now.”

  Our noteDavid discusses how individuals are building massive influence through content.

• Accelerate progress

  “Improving what you consume is the fastest way to accelerate your pace of progress.”

  Our noteDavid explains why choosing high-quality information is a competitive advantage.

• Informational edge

  “Informational edge is found in obscure, hard-to-digest sources. Get comfortable with weird parts of the internet.”

  Our noteDavid discusses how to find unique insights that others miss.

• Business model logic

  “The logic of the business model dictates the content. Most ad-based content is optimized for clicks, and most paid content advertises for engagement.”

  Our noteDavid explains why the way a creator makes money affects the quality of their work.

• Avoid News Cycle

  “Avoid 99% of the news. If the news is significant, the information will find you. Don't believe me? Try reading last year's newspaper.”

  Our noteDavid explains why most daily news lacks long-term informational value for decision-making.

• Writing as networking

  “Writing is the best kind of networking. By making it easy for people to find you online, you'll create a vehicle for serendipity.”

  Our noteDavid explains how publishing content online acts as a magnet for unexpected opportunities.

• Hotel Bathroom Principle

  “Always dress well enough to walk into a bathroom at a hotel you're not staying at and get away with it.”

  Our noteA rule for maintaining a professional appearance to be ready for serendipitous encounters.

• Origin of creativity

  “It's a law of the universe: Creativity always starts at the edge.”

  Our noteDavid explains that new ideas do not start in the mainstream center.

• Long-term brand value

  “As Uber's influence grows stronger, the long term benefits of taking a pay cut far outweigh the temporary drawbacks.”

  Our noteSuggesting that Uber should waive its fee during emergencies to build goodwill and trust.

• Analyzing incentives

  “Whenever I analyze a system, I look for the incentives that drive it.”

  Our noteDavid shares his framework for understanding why systems produce specific outcomes.

• Network immunity

  “Being the linchpin in a network makes you immune to competition.”

  Our noteDavid describes how being central to a community protects a business.

• The boredom of copycats

  “The problem with minimalism is that it's boring. Not Apple, with its tasteful balance of wood and glass. But the flood of copycats who've copied its design have none of Apple's feng shui.”

  Our noteDavid criticizes how generic minimalism has become due to uninspired imitation of Apple.

• Path of least resistance

  “Now, minimalism isn't a bold statement, but rather the path of least resistance, where everything that could stir up a fight is removed.”

  Our noteDavid argues that minimalism has lost its edge and become a safe, uninspired choice.

• Competition and Innovation

  “Duopolies slow innovation. Any economist will tell you competition is the spark that propels innovation. When there is no market competition, the rate of innovation declines.”

  Our noteDiscussing how the lack of competition in the airplane manufacturing industry led to stagnation.

• Scarcity of time

  “If you're okay with killing time, it's not scarce enough. Time is scarce, life is short, and as the grains of sand slip through the hourglass, so does the precious gift of time.”

  Our noteDavid reflects on why people treat time as if it were an infinite resource.

• Writing off-screen

  “Even as a writer, my goal is to write as little as possible. I want all my writing to happen away from the screen.”

  Our notePerell shares his philosophy of gathering ideas through life experiences rather than typing.