Thanks for opening this! It’s one of the most important things I’ve ever written.

👀 ICYMI: The Inbox to Income workshop on turning your newsletter into a revenue-generating machine brought some interesting relevations — for me and for the participants. BTW, you can ​get instant access to it here​.

During the workshop, I told participants about BIG ideas — the deeper belief that transforms your business from a collection of tactics into a movement people actually want to join.

I was very surprised to see how well this resonated with everyone in the workshop. A week later, people are still working on their big ideas and I absolutely love that.

In the creator/founder-led space, there are very few more profitable tactics. It’s big ideas that help you build an audience and monetize all your assets.

So it made sense to talk about this concept more — what does it take to go from a meh idea to a BIG idea that stirs something in people?

We’ll dig into that in just a second, after we talk about today’s partner.

During the workshop, I used Carol’s newsletter as a big idea example because she nailed this much better than many famous newsletter operators. So I’m stoked to have her as a partner today.

📣 Brought to you by 📣

​Longevity Tips​

Looking for a more human, sustainable approach to health and longevity? One that fits the busy lifestyle of entrepreneurs?

​Longevity Tips​ is the newsletter I’ve been reading for over a year because it doesn’t turn caring for my wellbeing and healthinto a fulltime job for me — I don’t have the time for that. Do you?

It’s not about biohacking or toxic diet culture — it’s rooted in the Mediterranean way of living: nourishing, tasty, joyful, and science-backed.

Every two weeks, I get a short, practical read that recenters me and reminds me what actually moves the needle for long-term wellbeing.

Join me and enjoy a different, wholesome perspective on health and longevity.

Join for free!

​

Want your name up here? ​Grab a slot before the prices go up!​

Why do you need a BIG idea?

During ​Inbox to Income​, we talked about it for newsletters, but the reason it resonated so deeply was because it’s not just about newsletters. It’s about your entire body of work. Your business. Your belief system.

We treat newsletters like they’re these separate little projects, floating around in the orbit of our bigger plans. But your newsletter is your business, distilled. It’s the clearest, most consistent expression of what you believe, who you want to help, and how you want to change the way people think.

So it’s your business that needs a BIG idea, one that can be used across all your assets, not just newsletters.

Why?

Because in a market this noisy, a well-crafted offer isn’t enough. Your niche isn’t enough. Your clever content calendar isn’t enough.

People don’t rally around products. They rally around ideas.

And the ones who stick with you? The ones who turn into subscribers, customers, evangelists? They aren’t here because you explained your features really well. They’re here because you said something that struck a nerve.

Because you gave language to a gut feeling they’ve had for years. Because you stood for something that made them feel like, finally, someone gets it.

That’s what a BIG idea does. It cuts through the noise, the sameness, the “meh.” It’s the soul of positioning. The reason your brand exists. The story people want to join.

What makes a BIG idea… big?

A BIG idea is a belief about the way the world should work — especially in your corner of the world (your industry, your niche, your audience).

Here’s the litmus test:

  • Does it shift someone’s perspective?
  • Does it draw a line in the sand?
  • Does it spark a “wait… tell me more”?

It’s the kind of idea that reframes the entire problem, not just your product. A big idea should spark reactions like these:

  • “Ohhh. I didn’t realize anyone else thought this way.”
  • “This is exactly what I’ve been trying to say but couldn’t put into words.”
  • “Shut up and take my money.”

You know when you’ve got one because suddenly, everything gets easier:

  • Your messaging sharpens.
  • Your content gets more interesting.
  • Your offers start to feel inevitable instead of forced.
  • People start quoting you before they buy from you.

And here’s the best part: it works even if you’re not the biggest, the loudest, or the most “optimized.” The right BIG idea makes you undeniable.

What does a BIG idea look like?

Big ideas are almost always FOR/AGAINST stances (because vanilla doesn’t convert).

And, if you stand for something, you also stand against something. This is the part that most people shy away from.

Because it’s scary. You’re afraid you’re going to alienate your audience.

In some ways, you are — but that’s OK because those were never your people anyway. To compensate, your people will stand by you even more fiercely.

But it rarely works without a for/against statement

  • You can’t be for “hustle” and also for “balance.”
  • You can’t be for “data-driven decisions” and also for “intuition over everything.”
  • You can’t be for “creators making F-You money” and also for “playing nice with the algorithm.” (Ask me how I know.)

You have to pick a side.

This translates into easier growth — audience-wise and money-wise.

Because BIG ideas make leaders, not followers. Someone brilliantly summed this up under​ my LinkedIn post​ teasing this issue:

Let’s talk examples

Creators & newsletters:

Regular old businesses that nail this too:

  • Basecamp → Calm productivity, not hustle culture
  • Liquid Death → Water that’s punk and irreverent, not bland and “clean”
  • Oatly → Food system rebellion, not just oat milk
  • Dr. Bronner’s → Constructive capitalism, activist soap, not supermarket aisle basics
  • Patagonia → Planet-first, not profit-first

Notice how all of these are businesses with a soul. Their products are excellent, sure — but it’s the belief that builds the cult following.

How to find your BIG idea (and make sure it’s worth building around)

Let’s go deeper. Because if this is going to shape your business, not just your tagline, it needs to be more than a clever “positioning angle.” It needs to be true. And felt. And provable.

Here’s how to dig for it:

1. Ask: “What do I believe that most people in my space get dead wrong?”

Start there. That’s the rebel spark. What feels obvious to you — but like blasphemy to the mainstream? What makes you roll your eyes every time someone repeats it?

Example:

→ Everyone says “consistency is key” for growth. → You say: “No. Clarity is key. Consistency without clarity just makes you boring faster.”

That’s a BIG idea in the making. Now, shape it.

2. What do your people wish someone would finally say out loud?

Big ideas often live in the friction between what we know to be true and what we’re allowed to say publicly. Sometimes, the power comes from saying the quiet part out loud.

If your people are frustrated, burnt out, overwhelmed, skeptical — good. Their disillusionment is your goldmine → provided you can offer an actual solution, not just agitate their pain.

3. Look for recurring themes in your rants, content, or client calls

You already talk about this, even if you haven’t formalized it.

Go back through your most “ranty” emails. Your spiciest threads. The thing you keep explaining over and over again because people still don’t get it.

That’s probably your BIG idea, waiting to be sharpened.

But don’t settle on it just yet.

4. Test it like a real strategist. Ask:

  • Is the market I’m targeting large enough to support this belief? → Just because you found 2-5 people who are passionate about it doesn’t mean that there are more out there. Here’s how to ​calculate your TAM (Total Addressable Market)​.
  • Are people already talking about this — even outside of work? ​Longevity Tips​ is a great example here: everyone talks about longevity and health, even when they are not healthcare professionals. There is interest, so it makes perfect sense to build a business around it.
  • Can I draw a clear FOR/AGAINST line? → No one rallies behind “it depends.”
  • Can I back this up with real stories, examples, or data? → I believe that hacks don’t build real businesses, solid marketing does — and I have examples and data galore.
  • Can I show what life looks like before this belief — and after? → Think of it like one of those before-after pics in the fitness industry. Can you paint a similar picture for your business? What kind of transformation it offers your clients?

If you can’t yet, that’s fine. You don’t need all the answers right now. But if you want your idea to grow legs, it needs something deeper than “vibes and values.”

You don’t need to get this right in an hour — or a day. Spend a bit of time on it.

See what resonates with your audience. For instance, is there an idea of yours that people keep quoting?

5. Lastly, make it visual, visceral, and bold.

Don’t just say “I believe in X.” Show us what the world looks like when that belief becomes real.

Paint the before-and-after. Make the contrast loud.

Show what’s broken now—and what’s possible later. Even better if you could show what happens when people believe the opposite.

For example, this is why you keep seeing me talk against bro marketing. This is why I keep talking about the duped clients, the wasted money and time — everything that’s ugly in this industry.

What’s your BIG idea? Wanna share?

Hit reply and let me know! I’d love to know what’s your BOLD statement!

In the meantime, if you’re curious about Inbox to Income but missed the live session, now’s the perfect time to ​grab access to the recorded version​.

I’m overwhelmed by the positive feedback it got! People said things like:

Despite the fact that it started like a dumpster fire. ​Read the full account here​.