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David Perell Profile picture
@david_perell
Apr 5, 2021 • 15 tweets • 4 min read • Read on X
Some paradoxes of modern life:

1. The paradox of reading: The books you read will profoundly change you even though you’ll forget the vast majority of what you read.
2. The paradox of writing: Great writing looks effortless. But because the ideas are so clear, casual readers don't appreciate how much time it took to refine them.
3. The paradox of creativity: Your work is done when it looks so simple that the consumer thinks they could've done it, which means they won't appreciate how hard you worked.
4. The paradox of decision making: It’s better to choose, commit, and get started instead of waiting for the best possible option, so the correct decisions are actually suboptimal.
5. The paradox of originality: Many of history's greatest artists have found their voice by copying others. We discover who we are by imitating others and watching our uniqueness emerge over time. ImageImageImage
6. The paradox of news: By telling us to care about everything, the news leads to apathy instead of action.
7. The Paradox of Abundance: Information abundance, like all markets of abundance, are bad for the average person but great for a small number of people.

My favorite metaphor is health, where obesity rates and the number of people in incredible shape are *both* rising. ImageImage
8. The Paradox of Consensus: Under ancient Jewish law, if a suspect was found guilty by every judge, they were deemed innocent. Too much agreement implied a systemic error in the judicial process. Beware: unanimous agreement often leads to bad decisions.
9. The Paradox of Skill: The more evenly matched opponents are in skill, the more of a role luck plays in determining the final outcome.

(h/t @mjmauboussin) Image
10. The Paradox of Specificity: In the age of the Internet, when everybody has Google search and social media, differentiation is free marketing. The more specific your goal, the more opportunities you’ll create for yourself. Narrow your focus to expand your horizons.
11. The Productivity Paradox: We keep inventing things that save us time, but it feels like we have less time than ever before.
12. The Abilene Paradox: Tell 10 people to get ice cream. If they have to agree on a flavor, they'll pick chocolate or vanilla every time. Groups of people don't agree on what's cool or unique. Since people agree on what's easy, "consensus" is just another way of saying average.
13. The Paradox of Strategy: The same things that help you achieve outlier success also increase your chances of outlandish failure. For example, investing with leverage increases your chances of risk and reward.
I write short threads like this all the time, mostly about writing and creativity.

Follow me: @david_perell
The Wisdom of Paradox: Logic is the key to scientific truths, but paradoxes are the key to psychological ones.

That's why the deepest truths are often counter-intuitive. So when you find two opposites that are both true, start exploring.

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More from @david_perell

David Perell Profile picture
Sep 25
The Sam Altman Interview

You know him as the CEO of OpenAI — but he's also an avid writer.

We spoke not once but twice about how Sam captures ideas, clarifies his thinking, edits his writing, decides what to work on, and uses ChatGPT.

Timestamps:

1:47 Will LLMs change how we write?
8:39 How does Sam use ChatGPT?
11:26 How Sam became less anxious
17:24 Sam once dreamed of being a novelist
18:37 Lessons from Peter Thiel
21:35 Lessons from Paul Graham
26:02 The book Sam Altman wants to write
28:37 Advice for startup founders
30:20 How Y Combinator shapes OpenAI
35:55 How Sam chose to work on AGI
37:35 Writing strategy memos at OpenAI
41:34 Why isn’t ChatGPT a better storyteller?
44:20 Sam's obsessive note-taking method
47:12 Will AI put writers out of work?
If you'd rather listen to the episode, you can do that here...

Apple:

Spotify: podcasts.apple.com/us/podcast/how…
open.spotify.com/episode/4zskFs…
Image
If YouTube is your jam, you can watch the full thing there

Read 7 tweets
David Perell Profile picture
Jul 17
Harry Dry is the best copywriter I know.

He's built a 130,000-person newsletter teaching people how to do it, and by the end of this interview, you'll be at least a Green Belt in copywriting.

Some of his rules for writing:

1) A great sentence is a good sentence made shorter.

2) Writing great copy begins with having something to say in the first place.

3) Copy is like food. How it looks matters.

4) Since the look of copy matters so much, don't write copy in Google Docs. Write it in Figma (so you can write and design at the same time).

5) Kaplan's Law of Words: Any word that isn't working for you is working against you.

6) You know a paragraph is ready to ship when there's nothing left to remove. It's like a Jenga tower. The entire thing should collapse if you remove something.

7) Make a promise in the title so the reader knows exactly what they're going to get if they click. Then, deliver on the promise.

8) The three laws of copywriting: (1) Make it concrete, (2) make it visual, and (3) make it falsifiable.

9) Make it concrete: Don't be abstract. For an example, say you're writing about habits. Don't talk about "productive routines." That's abstract. Write about "waking up at 6am to write" instead. It's concrete — and much more vibrant.

10) Make it visual: People see in pictures. This is why instead of memorizing card numbers directly, world memory champions memorize cards by turning them into pictures and then back to cards.

11) Make it falsifiable: When you write a sentence that's true or false, you put your head on the chopping block, which makes people sit up in their seat.

12) When has a falsifiable statement resonated? Galileo got sentenced to a decade of house arrest for saying that the earth spins around the sun. That's a falsifiable sentence. But nobody would've done anything if he'd said that the earth has a harmonious connection with a celestial object.

13) Write with the delete key. Using fewer words lets you be more impactful with the words you keep.

14) The job of a sales page is to make a bold claim at the top. Then spend the rest of the page backing up what you've said... with a ridiculous amount of proof.

15) If your competitor could've written the sentence, cut it.

16) Good copy is differentiated. Here's an example: Elon Musk shouldn't write "The Cybertruck is the world's best truck." Ford or Dodge can write that sentence. But only Elon can write: "The Cybertruck is tougher than an F-150 and faster than a Porsche."

17) Some days, the writing comes easily. Some days, it takes sweat. The reader doesn't care if you wrote for two minutes, two hours, or two days. The ink looks the same.

18) Great copy reads like your customer wrote it. Talk to them.

That's just an introduction to the copywriting philosophy of @harrydry.

I've shared the full interview below. I recommend you watch this one because we pull from so many visual references and do a lot of screen sharing. If you'd rather watch on YouTube, I've shared the link in the reply tweets.
If you'd rather tune in on YouTube, here's the full link.

Here are the audio links to Apple and Spotify, even though I strongly recommend watching this one relative to other How I Write episodes.

Apple:

Spotify: podcasts.apple.com/us/podcast/lea…
open.spotify.com/episode/3g1AjY…
Image
Read 5 tweets
David Perell Profile picture
Mar 27
Neil Strauss once got a call from the FBI.

They wanted to learn about seduction (he's written a lot about it).

He's published ten New York Times bestsellers and ghostwritten for celebrities like Kevin Hart and Rick Rubin.

15 things he taught me about writing:

1. A desire for universal praise kills your voice. Great writers always work keeping very specific role models in mind. They want to live unto — write up to — their heroes.

2. In your first draft, be vulnerable. Then edit so that your vulnerability is interesting to other people.

3. Notice, process, share: Writing starts with the eye (where you notice), moves to the mind (where you process), and ends with the fingertips (where you share).

4. Write with uncommon honesty. Edit with uncommon brutality.

5. None of Neil Strauss’ books would exist without him brain dumping interesting experiences into a doc in the first 24 hours. How many ideas have you lost because you didn't write them down?

6. The first paragraph, the first page, and the first chapter are crucial because they establish the vibe and tempo you have to adhere to…till the last word.

7. Don’t rush your main idea. It probably came to you in bits and pieces over time, so don’t hit the reader in the face with it. Take them to the main idea via stories. You don't need to say everything at the beginning.

8. Your writing develops a vital zing when you realize no one cares. Your job is to make them care. Start with this attitude and your brain will subconsciously erase unnecessary set ups and cut to the chase.

9. Create systems to protect you from your lower self. For example, a part of your animal brain wants to scroll Twitter for 10 hours and bathe in the glow of the timeline. But great writers side with their higher self over the lower. Neil uses an app called Freedom to keep distractions at bay.

10. There's a point where you stop telling the book or the essay what you want it to be, and it starts telling you what it wants to be. Don’t ignore this message.

11. The first draft is for you. Be uninhibited and let your ideas flow like lava.

12. The second draft is for the reader. Make what matters to you matter to the reader. Ask questions like: "Where are they bored? Where are they confused?"

13. The third draft is for the haters. Clean up your prose. Get the facts straight. Take the bullets out of the gun. Then... ship.

14. When we begin a book–or any artwork or creative endeavor–the goal is not to execute a plan. It’s to surrender to the art itself. To let the art create itself, with you as a conduit.

15. Writers need a sacred space. A place or a time of the day that’s sealed off from the outside world, with no distractions…where you can enter undisturbed flow states.

I've shared the full conversation with @neilstrauss below.

If you'd rather listen on YouTube, Spotify, or Apple, check out the replies.
Listen to the episode below...

Apple:

Spotify: podcasts.apple.com/us/podcast/nei…
open.spotify.com/episode/0OkUE9…
Image
Here's the full episode on YouTube

Read 4 tweets
David Perell Profile picture
Mar 20
25 million people, every single year, download Shaan Puri’s podcast. What has Shaan figured out about storytelling?

He spilled the beans in our new chat. Here's how he does it:

1. A story is a five second moment of change. A story is not a sequence of events; it's about transformation. Weave in U-turns and unexpected flips.

2. Write like you talk. Natural, conversational, led by stories.

3. A formula for a great story: Intention + Obstacle. At all moments, the listener should know what the hero wants and what's stopping them from getting there. This one's from Aaron Sorkin, who wrote The Social Network.

4. Work backwards from the emotion you're trying to create in the reader. Then let the structure follow.

5. Aim for strong reactions. If you can get the reader to widen their eyes, raise their eyebrows, and/or burst out laughing, they will share your work.

6. Don't write to the faceless masses. Write to one specific person. BuzzFeed writers used to write to "Debbie at her Desk," the bored woman at her desk who wanted a 5-minute distraction.

7. “Likeability” is downstream of vulnerability. The more honestly you share your challenges, the more invested your reader gets. Write your heart out.

8. Don't be the 9,000 IQ guy. Stop competing in imaginary intelligence contests and start telling stories. Big words alienate but tight narratives pull people in.

9. Forget resumes and portfolios. Create a “binge bank” instead. A binge bank is a set of videos or essays that people can binge on. Stack up material so that when people do go down your rabbit hole, they come out the other side a fan.

10. Mere practice gets you nowhere. But intentional practice leads to exponential progress. Always learn from your attempts and make intelligent tweaks on the next try.

11. Comedy is great, but definitely don't make every sentence a joke.

12. Comedy is a pretty easy way to improve your writing. The essence of all comedy is surprise. Study your favorite comedians. Read books like How to Write Funny and The Hidden Tools of Comedy.

13. For better storytelling, Shaan recommends two books: Storyworthy and Building a Storybrand.

14. How to make headlines juicy: use specific and odd numbers, focus on the first three words and the last three words, use "you" whenever possible, and know that longer is typically better than shorter.

15. Your writing should only be as long as it is interesting. An uninteresting 20 second reel will fail; an interesting 30-minute essay will win. But you must be honest while gauging how objectively interesting your piece is…in a world with infinite content.

16. Most people think writing is about transferring information but writing is just as much about transferring emotion. Emotion gets people to take action (like, share, buy…).

The first 40-minutes of this conversation with @ShaanVP is all about storytelling. Then there's an hour more about the genius of Dave Chapelle and how to write with zest.

If you'd rather listen on YouTube, Spotify, or Apple, check out the replies…
Listen to the podcast here...

Apple:

Spotify: podcasts.apple.com/us/podcast/3-p…
open.spotify.com/episode/3wqtAD…
Image
You can watch the full thing on YouTube too

Read 6 tweets
David Perell Profile picture
Dec 6, 2023
Ali Abdaal finished first in his class at Cambridge, became a doctor, and then built a YouTube channel with 5 million followers.

Here's what he's taught me about creative work:

1. Get going, get good, get smart—in that order.

2. If you're stuck, embrace the FBR Method: Fast, Bad, Wrong. Ali wrote the first draft of his book in seven days flat. Quantity leads to quality.

3. Prolific over perfect: If you want to get good at something, you have to put in the reps.

4. Be a Guide, not a Guru: Your writer's block will disappear once you stop trying to be the person who knows everything, and start being a friendly guide instead. Tell your story. Share what's worked for you. You don't need to have all the answers.

5. Do the verb instead of being the noun: Your identity can limit you. Make videos instead of being a "YouTuber." Publish essays instead of being a "writer." Labels tie you down. Action frees you up.

6. Work hard to find the work that doesn't feel like work. The more time I spend with Ali, the more I realize that he's always working in a way that doesn't feel like work to him.

7. Search for the work only you can do: Ali couldn't find a competitive edge in academia. As he once said to me: “The only way to win the academic game was just to work really, really hard because at the highest levels of academia, I had no natural advantages.”

8. You can thrive as a communicator without a bunch of new ideas. Interpreting existing ideas in a fresh, distinct, and personal way is more than enough. Just think of your favorite teacher from school. How many of their ideas were original? Same with writing.

9. Be real, not perfect: Ali's videos aren't 100% scripted. He speaks off the cuff, as if he's talking to a friend.

10. If you're stuck on an article, ditch the Google Doc and text a friend about what you're trying to say instead.

11. You don't need to be an expert to share what you've learned along the way. C.S. Lewis once said: “The fellow-pupil can help more than the master because he knows less. The difficulty we want him to explain is one he has recently met. The expert met it so long ago he has forgotten.”

12. Algorithms are designed to put the right things in front of the right people at the right time. Put them to work for you.

I've shared the full conversation with @AliAbdaal below.

If you'd rather listen on YouTube, Spotify, or Apple, check out the replies.
"I've never had any goal around subscriber count or around views, revenue or anything like that. And all of that stuff has happened as a side effect of showing up and doing the work and controlling what's within my control."

Here's the YouTube link.

Write for one person
Read 6 tweets
David Perell Profile picture
Nov 6, 2023
Morgan Housel has written 4,000 blog posts and sold 4 million copies of The Psychology of Money.

As a writer, he's the best storyteller I know too.

Here are his principles for writing:

1. Leave out the parts that readers tend to skip.

2. Writing is an efficiency game. Whoever says the most stuff in the fewest words wins.

3. You have five seconds to catch somebody's attention on the Internet. If you didn't catch them with the headline or in the first two sentences, they're gone.

4. If you're stuck on a piece, go for a walk.

5. If an idea comes to you while you're out walking, email it to yourself immediately.

6. People don’t remember books; they remember sentences.

7. A good story is like leverage for ideas. An idea on its own might be boring, but if you tell a good story about someone interacting with that idea, you can get people to nod their heads and pay attention.

8. Great writing begins with great reading.

9. If you want to write better and more memorable sentences, ask yourself: "If somebody was reading this on Kindle, would they highlight this sentence?" If the answer is no, consider removing it.

10. Everyone should write. Why? Because everyone is full of ideas they’re not aware of. This means they’re also unaware of the value of their ideas, and this value can only be unlocked via writing.

11. Start with one brave sentence and see where it goes.

12. Big words mask little thoughts. They’re an attempt to fool the reader into thinking you’re smart when you have nothing smart to say.

13. Writing for others is work, and it shows. Writing for yourself is fun, and it shows.

14. Morgan calls this Selfish Writing: write to solve your own problems, and the audience will get pulled in because of your emotional involvement. But if you pander to the audience, they will sense your lingering indifference, and leave.

15. The Power Law of Success: if you do 30 things, 29 of them are going to be irrelevant. One of them will completely change everything. Keep writing—volume is your friend.

16. Most books, even by proven authors, are flops. Mark Twain wrote 28 novels. You haven't heard of most of them, but that doesn't matter because he wrote two classics: "The Adventures of Tom Sawyer" and "Adventures of Huckleberry Finn."

17. Mark Twain used to read aloud to his family and watch their reactions. If he saw them getting bored, he’d cut that part out. If he saw them getting excited, he’d double down on that section.

18. Success takes time. Don’t rush it. Morgan spent 14 years as a professional writer before he published his first book. In that time, he wrote more than 4,000 blog posts.

19. Morgan tells the story of two trees. One grows in the shade of a mother tree, growing slowly because the sunlight is cut off. The other, planted in a field with no barrier, receives full sunlight and grows faster. But the first one develops denser wood due to the slower rate of growth. There’s a natural growth rate in nature, and in creative pursuits.

20. Make your writing concise.

21. Concise does not mean short. It means a high density of value to words.

Okay, one more... Out of all our conversations, one interaction stands out because it so eloquently captures the essence of his approach. When I asked about his marketing strategy for selling books, he said: "Write a good book."

"Well, how do you do that?"

"Only write things that you personally find interesting."

I've shared the full interview with @MorganHousel below.

He's been writing for a decade and a half, and this interview is a deep-dive into his process for coming up with ideas, refining them, sharing them, and building a career as an author.

If you'd rather listen on YouTube, Spotify, or Apple, check out the replies below…
Morgan once said: "Ken Burns is more popular than history textbooks because facts don’t have any meaning unless people pay attention to them, and people pay attention to good stories."

Here's the full interview on YouTube.

If you'd rather listen to the podcast, you can do that by following the links below:

Apple:

Spotify: podcasts.apple.com/us/podcast/mor…
open.spotify.com/episode/0JVZpl…
Image
Read 7 tweets

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