Long form. It works for content. It works for projects.

We’re all getting tired of hastily written crap that doesn’t matter.

Says the guy publishing his 186th(!), hastily written, daily missive.

Long form requires thought. It requires follow-through. Done right, it proves expertise in showing all the necessary dots connected as they should. Or at least how they most make sense according to someone who’s presumably done the work.

You know this quality when you see it. You find yourself wrapped up in a story you can’t put down. Or you see it in action in the automotive world in the form of brands like Singer, Icon, and Mohenic.

These are brands whose products immediately connect. You have no doubts as to the quality of the work. The outcome is special. It’s so good, you hear a voice in your head saying you wish you could afford to slow down and focus on such craft mastery, yourself.

It’s very similar to something I heard Michael and Justin say at LeadMD. “Automation assumes you have a process worth automating.” If you’re just looking to cut corners so you can spend more time multitasking (read: half-assing) other things, you’re doing it wrong.

Don’t believe me? Check your inbox for any email from any company that sends you a bill each month. Call them and try getting a real person on the line. It’s easy to scale thoughtless, transactional crap. It’s considerably harder to deliver something truly remarkable.

What are you automating? What are you pouring yourself into with abandon?

Which do you think will matter more a year from now?

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