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So I’m on my way to Scotland for the next few days. So these emails might be early or late. All depends on the signal…

…cause out around this neck of the woods (While travelling on the train) I’d be lucky if I get anything that remotely resembles dial up speeds from the 90s.

Anyways.

Now I’ve noticed a lot of us creative types tend to agonise and go for perfect.

The perfect time to create.

The perfect time to post.

The perfect time to do anything that’ll move the needle forward.

We want the perfect audience, the perfect clients all wrapped up in our perfect little products that we can inject into their perfect little worlds…

But what we keep forgetting that nothing is perfect and that’s why they come to us. That’s why they’re attracted to us in the first place.

Cause we’re able to share what they wish they could share or do the work that we do.

They live through us and hopefully are inspired by us to follow their dreams too.

Yet here we are. Agonising. Waiting for everything to be perfect.

I know for years I got stuck on this whole perfection trap.

And I’ll tell you what…

It’s not easy to get over it. You must push. You’ll need to ignore the perfect lives of everyone else whose always talking about it online.

(Secretly we all know that things are not perfect)

But we’ve been stuck in a world of delusion that’s been fed to us by the lies of the perfect world shown to us on the internet.

I remember following Mel Robbins when she launched her 5 second rule.

The TL;DR version of it is: If you need to do something. No matter what it is. Whether you’re sitting down to write, draw, paint or gonna rush into a wedding venue to call it off and profess your undying love the bridge/groom or both…

You have exactly 5 seconds to make the decision to do it. To start. To crack on…

You count down mentally from 5 to 1 and go.

Anything past that and the brain automatically stops you from taking action.

I’ve adopted this practice for years now and even though I sometimes slip up and get kicked in the face by the brain. 9 out of 10 times it works.

Grab her book. Give it a read and stop waiting for perfect.

Done is easy and once it’s out into the world. We can always (If we have to. Go back and make it perfect)

Stephen Walker.

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Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

You’ll find in this little passage over here:

“It was a pleasant café, warm and clean and friendly, and I hung up my old waterproof on the coat rack to dry and put my worn and weathered felt hat on the rack above the bench and ordered a café au lait. The waiter brought it and I took out a notebook from the pocket of the coat and a pencil and started to write. I was writing about up in Michigan and since it was a wild, cold, blowing day it was that sort of day in the story.” – Ernest Hemingway.

I’d say for decades everyone has tried to emulate Hemingway. Myself included. You see people in the marketing/copywriting world to this day, run their copy through the Hemingway editor.

(Which has sadly been bastardised even more cause they decided Hemingway needed to be A.I. integrated)

But as much as my days of trying to be the next Hemingway are behind me.

The last sentence hits one of the most important things…

“I was writing about up in Michigan and since it was a wild, cold, blowing day it was that sort of day in the story.”

Being present. Taking what’s happening to you or around you and incorporating it into the writing you’re doing there and then.

Your social media posts. Stories or even your ad copy.

This works especially well if you’re trying to talk about what prospects are going through in your ads. It takes a little digging and it’s not always going to be easy to hit them where they currently are.

If you’re writing songs or making visual art. Learn to add your day to day story snippets into your work.

If you want to get people addicted to your work, this is the easiest way to do it.

You don’t have to be incredibly detailed about it.

Stephen Walker.

P.S. Here’s a couple of examples just to give you an idea of what I mean…

Art Collection Release

” ‘Morning Rituals’ / Oil on Canvas, 36×48

Created during this winter’s first snowfall, while my hands were wrapped around a mug of chai tea. The steam inspired those ethereal wisps you see dancing across the top third of the canvas. You’ll notice the colour palette is unusually warm for a winter piece. That’s because I painted this in my sunroom, watching the cold world outside while basking in a patch of surprising January sunshine. Those who’ve followed my work know I rarely use such bold oranges, but sometimes comfort comes in unexpected places. Like many of you who’ve messaged me about your own morning rituals, this piece captures that sacred moment when the world is still quiet, and possibility hangs in the air like morning mist. Limited to 50 prints, each signed while listening to the same playlist that inspired the original work.”

(I remember having a chat with Colin Theriot. And as a fellow art nerd he always said. It’s not about the actual art. But being able to bullshit about your art is what got those art critics and professors interested in your work)

Pain Relief Product Ad Copy Example:

“It’s 6 AM. I’m writing this from my kitchen counter. Hunched over like I’ve been most mornings lately. My back is screaming. The same way yours probably is right now. The coffee maker is gurgling, but I can barely focus on the sound because of this familiar, unwelcome companion. You know the one. That constant, nagging pain that makes even reaching for your morning cup feel like a marathon. But here’s the difference between my morning and yours… Three weeks ago, I discovered [Product]. Now, I’m still at my kitchen counter at 6 AM, but I’m standing straight. The coffee maker isn’t just background noise to my pain. Now it’s just making coffee. Imagine that. Just a normal morning, being normal. Remember those?”

(These types of micro stories work well in direct response email format because you can just casually link them to the sales page of the product. You’re not really selling them anything you’re telling them a story and they’re going to investigate on their own. The product sales page will be doing all of the heavy lifting for you)

Learn to tell stories. Micro stories that include little bits of your day, or whatever it is that’s going on in your clients world into the work.

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Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

I’m prepping to vanish for a few days over the weekend, so I’m gonna leave you with another little piece you might find useful…

If you haven’t gotten where you need to be. Or you’re always seeing people overtake you.

Don’t let that stop you from outworking them. Our success happens when it happens.

Sometimes it’s faster than others. Sometimes it’s not.

But you have to be willing to work.

I mean put your nose down and do the work.

It’s all mental masturbation if you keep comparing yourself to others.

The thing you CAN control…

It’s your own work ethic. You show up. You do the work. Repeat until your fingers start to bleed.

Nobody. And I mean absolutely nobody, can stop you from outworking them. They can’t break into your house and tie you to your bed. They can’t force feed you Netflix. They can’t superglue your laptop shut.

The only person who can stop you from putting in the hours is the jackass in the mirror.

So focus on what you can control.

Your output.

Your consistency.

Your willingness to keep going when it sucks.

Everything else is just noise designed to keep you stuck in the comparison trap.

Stephen Walker.

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Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

We’re all dopamine junkies…

We have those days where we’re slumped over our desks like a sack of wet regrets, scrolling through the endless shitstream of notifications, memes, and rage bait that’s turning our brain meat into a dumpster fire.

I get it. The endless scroll fest, the notification orgies, the perpetual ping pong match between apps that are forever digging their fingers into our cerebral cortex.

So it’s time to yank the emergency brake.

We need a little bit of a factory reset and this is one of the many ways I’ve found it works:

Kill the notifications. All of them. Yes, even that “important” Discord server about optimising your morning routine.

Throw your phone in a drawer for 24 hours (or at least pretend it’s 1999)

Read an actual book. You know, those rectangular things made of dead trees. Nothing digital. No kindle or kobo or whatever.

Go outside and touch grass (bonus points if you talk to an actual human)

The first 6 hours will feel like trying to teach calculus to a goldfish.

Your brain will scream. It’ll beg. It’ll promise to be good.

Don’t listen.

By hour 12, something magical happens…

Your thoughts start flowing like actual thoughts instead of feeling like your drowning in quick sand.

Try it. What’s the worst that could happen?

(Besides missing another viral TikTok about a cat playing piano while making sourdough bread)

I actually have been enjoying learning to make sourdough bread though…

Thibuat Meurisse has a wicked sick book on helping you get rid of all of those distractions too

And if you want a guide to beat your phone into submission and make it the slave and you the master. Hit reply and I’ll send it your way.

Stephen Walker.

P.S. If you’re reading this while simultaneously watching YouTube and checking Twitter, you’re exactly who needs this message.

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Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

“Of all the things I’ve lost I miss my mind the most” – Ozzy Osbourne

R.I.P to an absolute legend of the music industry.

It also got me thinking about how we all got to know about his antics way back before the internet really took off.

He was imho the poster child for virality back then. There’s a lot we could learn from the Prince of Darkness himself.

I’ll probably break down a few things in a future email.

That being said.

I’m heading to Scotland over the weekend. Which means I’m going to have a whole bunch of hours on the train to write and something that crops up a lot of the time is how did I get started in this whole game.

So instead of making some course. The next best thing is just a series of emails that’ll be talking about mindset, ideation, addiction (the good kind), what to sell or skills to develop and how I treat people who happen to come into my world.

Nothing I’ll be sharing is unique or new. It’s just things I’ve learnt from trial and error and from people much smarter than me.

That’s the plan in a nutshell though.

Write some emails and just get ’em out into this here list.

Whether you use it or not. It’ll be done and MAYBE…

I’ll flesh them out and put them into a paid for video sequence or whatever.

I’m not about that A.I. life.

And I definitely won’t be forcing any of that garbage down your throat. We’re about thinking and becoming good at our chosen craft.

If you want 1 prompt pack to rule them all. A quick google search will give you what you so desire.

If you want to shock the world like our main man Ozzy did. This is the place to be.

Now excuse me while I go re-listen to some of his classics.

Stephen Walker.

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Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

A few people have replied to my emails and asked why I don’t post my long form content and ideas on social media.

There’s a few reasons.

I use social media to find people who have a sense of humour and don’t take life too seriously.

They don’t have business or entrepreneurship as their whole personality.

They’re just good people trying to do good work. While making their mark and hanging their shingle for all to see.

So the stuff I post on social media is more for my own entertainment. I poke fun at the bullshit and rally people around a single message that I believe in.

I also have no interest in becoming a guru figure or an influencer. (Ugh I nearly got sick in my mouth writing that) yet I know that this will inevitably happen the more you post over time.

So I’m in two places about it.

Although I have been working on my outrageous community that should be finished up soon. Like I said in previous emails I’m going old school baby. Good old fashioned forums.

I want it to be for all the creative types. Writers, visual artists, musicians etc. Hell… If you sell pictures of your feet or your own brand of bathwater. You’re welcome to join too.

This next bit is stolen by my main man Dan Meredith

Life is about fun AND profits. So that’s where I want everything to be.

All of these social media platforms are incredibly loud right now. On top of that. The trends that are going on. Especially with AI… Are just plain old exhausting to witness.

I’m trying to keep things as human and fun as possible and if the by product is making some extra $. That to me is a win.

Lastly. If you’re still here reading. I appreciate you taking time out of your day to be apart of my world.

Stephen Walker.

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Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

I’ve had a lot of new people arrive here recently.

And as much as I need to re-write my automatic email that goes out when you first join and fix the thank you page…

I thought it’d be a good thing to just give you the lay of the land.

I’m your friendly neighbourhood shitposter, professional writer, ad man and email connoisseur.

I’ve sold everything from vacuum cleaners door to door, landscaping, mobile tech and I.T. services.

I’ve translated apps and worked in big tech and lastly for the last few years I’ve acted as a ghostwriter for some pretty awesome folks and guru figureheads.

I’ve hung up my shingle on the whole ghostwriting thing and after having a consult call with my main man Ben Settle…

I’m becoming my own client and my own guru.

So if you follow along. I’ll be sharing my love for all things nerdy. All things writing/prose/poetry and every bit of copywriting and psychological shenanigan I’ve been subject too.

I’m also reviving the very project that got my ass booted off of my previous ESP and after having a chat to an IP lawyer. Things are all good on that end.

There will be shenanigans, swearing and silliness and a bunch of serious stuff too and while AI is being rammed right down everyone’s throat. I’m keeping everything 100% organic home typed human. Typos and all…

And as all marketing stuff goes there’s this thing called: WIIFM…

What’s In It For Me?

Well. This is the cool kids club, where we all hang and do cool stuff and If I learn something new. You’ll learn something new.

Enough about me though.

Hit that reply button and tell me a little bit about yo’ self…

Stephen Walker.

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Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

“Your best men die in alleys under a sheet of paper while your worst men get statues in parks for pigeons to shit upon for centuries.” – Charles Bukowski

You know me. I’m a big ol’ poetry and prose nerd.

This quote from Betting on the muse (Page 70) hits pretty hard. Especially if you look at the shit show of the world right now with all the wars and terrible politicians hovering about…

Now chances are I’m going to upset someone because this isn’t written in a gender neutral tone and 2025 is just fucking wild about shit like that. I still can’t wrap my head around people who actively go out of their way to be offended.

(That’s at topic for another email)

So when you look at this quote. I’m just going to try and say what he must’ve meant…

The good ones? The real ones? (Men)

They die unknown, unpublished, unloved, maybe even unwashed. Buried under the weight of their own words

(paper as coffin, paper as shroud, paper as last will and testament written in cheap ink and cheaper blood)

The bad ones? (Politicians and shot callers, also them men BUT they are arseholes)

They get statues. Bronze. Marble. Pigeon loafed and sun bleached. Celebrated for generations. Their mediocrity immortalised in bird crap and civic pride.

Now. Why does this matter for writers?

It’s all algorithms and A.I. lately.

It feels like any form of creativity is being chewed up like there’s some sort of buffet at the end of the world…

The world has always celebrated the wrong people.

Ever walk past a statue and wondered, “Who the hell is that guy?”

Writers? The real ones? We’re the dirty faced, ink stained, word drunk weirdos scratching our life work on napkins and crumpled paper at 2AM while the world sleeps and the robots (who are slowly taking over the world) dream electric sheep…

What I’ve noticed is, A.I. doesn’t give you honesty. A.I. gives you consensus. Smooth, frictionless, algorithm approved slop.

Honesty? Honesty is gravel in your oatmeal. Honesty is ugly. Unmarketable. Human. Which also seems to be lacking in the marketing and advertising world since these theft machines have been slapped into our faces.

Brutal honesty is the only weapon we have left.

The job of the writer has always been to tell the truths nobody else will tell and that’s all gotten lost in the last few years.

Not the politicians.

Not the business bros. Thought leaders anyone? lol.

And definitely not the machines. At the moment they get everything and in a few years. They’ll probably get your soul.

We the writers out there are the ones left holding the torch.

We’re the ones who have to keep people on the straight and narrow.

We have to be honest, because nobody else will be. Honesty is a mess and if you look at the world right now. The world doesn’t seem to like honesty.

You gotta bleed on the page. Then everyone can stay clean.

We see the rot. We name the rot.

We don’t get statues, but we get the last word.

We’re the last line of defence against the comfort food that is A.I. slop.

I mean if you want a statue. Cool cool. Go be a politician.

You want the truth?

Follow the trail of blood, ink, and half finished stories into the alleys. Where the best people die, but the best words live.

We’re the last of a dying breed. We’re the bastards with a match lighting up the dark. Hoping and praying we don’t drop it…

Stephen Walker.

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Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

So the last few days I’ve been watching some classic late 90s / early 2000s films.

It’s like getting hit by a freight train of nostalgia when you think that we did things like wait to record a song on cassette tape.

Or like when you had to choose which VHS tape you were going to tape over to catch something new.

What about when you went into a coffee shop and grabbed a drink and sat with your friends and there was nothing but a good time, giggles and catch up after school was let out for whatever.

I miss the days where you’d go to a cinema while you’d happily pay for the over priced snacks too…

But when went to grab your seat. There weren’t endless amounts of glow-y sadness rectangles lit up.

Maybe a little chitter chatter before the film started but as soon as the lights darkened. You were absorbed and present. Your ass was glued to that seat. Waiting.

We never rushed. We just embraced that period of time where we were sucked into the story.

What happened to that?

We’re always on but never present. We’re reactive to everything but never romantic about anything else.

Stop to smell the roses? Na. I’d rather scroll Instagram for a few minutes.

Do you ever slow down and turn yourself off from this always on world. Or are you addicted to chasing the next notification of dopamine?

Genuinely interested in finding out because there more I observe. The more I realise we’re all slowly going insane because of everything around us.

I haven’t read this book since 2016 but I think I need to go and stick my face inside of its pages again.

Stephen Walker.

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Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

Peter picked a pack of perfect professional prompts…

(Or so he thought)

A mega pack containing 5000+ prompts to take your online business to the next level!

To save all of your entrepreneurial woes with a simple copy and paste!

It’s going to 10x his income when he gets to using it all…

…and it only cost him $69

“It’s a deal. It’s a steal. It’s a sale of the fuckin’ ” century as Tom from Lock stock and two smoking barrels would say.

Except it wasn’t.

Peter is now stuck with a pdf document filled with silly little phrases that do absolutely nothing when he throws it into his theft machine of choice.

I mean it spits something out that sounds and looks smart.

But honestly he doesn’t really know. It’s cause he has forever looked for shortcuts instead of doing what the kids would suggest.

Which is “git gud!”

So he snuck online and bought something that will just sit on his desktop and die a slow and painful death.

He got a little hit of dopamine as they all do when they get something that MIGHT make the difference.

But we all know…

He’ll rinse and repeat that cycle because everyone online are forever hyping the A.I. trash.

He’ll be looking for the next best pack.

He’ll become what I like to call;

Promptstitute

Aimlessly wandering the online spaces where the loudest guru’s shout about A.I. and how it’s an absolute game changer for all things business.

But we all know it’s not.

Now Peter can do the sensible thing and either hire someone like me to do all of what he needs doing for a hefty fee…

Or he could do the next best thing and pick up On Writing by Ernest Hemingway

I’ve said this for years that writing is thinking and good thinking becomes good writing.

We might not hit it out of the park all of the time, but when we do. The words wake people up and move them to action.

Anyone can learn to think like a writer but the ones who put their ass into the chair and bleed.

Those are the writers you need to look out for. They are the ones who will change the world.

Stephen Walker.

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Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

“Every day, bite off a little more than you can chew… And chew it.” – Michael Singer

Howdy 🙂

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It’s been a minute.

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Forgive me if these emails are a little inconsistent at the moment.

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I’m in the dead center of the busiest summer I can remember…

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Running FounderLab
Prepping a full week of fresh material for our August retreat
Coaching a group of one on one clients

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…Plus all the usual stuff on top of it.

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A few months ago, I was speaking to a friend about how crazy this stretch of time will be.

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She listened calmly, patiently. Smiled. Looked me in the eye.

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And replied, very simply:

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“Get bigger.”

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In other words…

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When you have no choice but to grow, something amazing happens:

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You do.

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Forcing yourself to chew what you’ve bitten off isn’t always comfortable, but damn it works.

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There’s a trick to making it work, though, that most people skip because it’s the hard, scary part:

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You can’t give yourself a way out.

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I have no choice but to produce ~2-3 hours of fresh FounderLab course material every week…

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(which takes ~10-15 hours to create)

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…Because every Saturday morning, 15 hungry entrepreneurs will show up for our next session ready to work.

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Meanwhile, I have no choice but to produce a full week of new material for our August retreat…

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…Because, ready or not, the crew arrives in 3 weeks — and they expect me to deliver.

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And you can be damn sure I will.

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Same goes for one on one coaching:

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There are people — people I deeply care about — who depend on me to do whatever it takes to guide them through the maze of growing their business.

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And being “busy” is no excuse not to deliver.

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In other words, I’ve given myself no way out.

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I bit off more than I could chew, and now I’m chewing it.

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And each day, I realize:

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I can chew more than I thought.

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But if I didn’t have strict deadlines, and people who depend on me meeting them?

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I’d almost definitely take the easy route and spit some of it out.

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Which is the whole trick:

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There can be no easy route.

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No way around the mountain but to climb it.

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So that’s what I’m doing this summer.

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If you want to do the same, here are a few ideas…

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Organize a launch before you’ve built the product — with a date, a sales page, and people expecting delivery — and you will find a way to build it in time. 

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Sign up for a Vipassana retreat where you have no choice but to meditate 10 hours a day, and you will meditate 10 hours a day.

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Sign a lease in a new city before you’ve found a job there — and you will find a way to make rent.

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Take on a client project beyond your current capabilities, and you will find a way to develop those capabilities. 

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If this sounds risky, that’s because it is.

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But that’s also the point.

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Take the leap, and you’ll have no choice but to grow wings on the way down.

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Apologies in advance. And, you’re welcome.

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Godspeed.

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T

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P.S. Next week, we’re remixing one of our most popular series’ from last summer.

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Stay tuned 🙂

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In the meantime, here are…
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3 things to make your weekend better

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​That Will Never Work​

Founder of Netflix tells his story. A little less dramatic than Shoe Dog (also highly recommended), but entertaining and very useful. I’m enjoying it.

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​Her​

The first time I saw this trailer I thought: “That looks stupid.” But I’m doing a deep dive on AI right now, so I watched it — and turns out, I’m the stupid one. Completely understand why it won an Oscar and was nominated for four more. So, so good.

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​The AI scientist shaping the world​

Speaking of AI… This short mini-doc on OpenAI co-founder Ilya Sutskever was excellent. (don’t watch if you’re easily disturbed by AI-talk).

“Being lost in thought while you’re awake is like dreaming without knowing that you’re dreaming.” – Sam Harris

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​Unsubscribe | Update your profile | 5-420 Erb St. W, Suite 433, Waterloo, ON N2L6K6

Date: 11 July 2025

(Wait. Scratch that, citizen. It’s 2047 in the Reckoning of the Rain Lords. Time slips like a soggy teabag in this heat choked hellscape…)

You. Yes, you, hunkered in your fog shrouded flat, peering out at the sky like it’s personally betrayed you.

You sip your tepid tea, that bitter brew of empire’s ghosts and oversteeped regret, and what do you do?

Complain. Always complaining.

Too hot?

“Blimey, it’s a bleedin’ furnace out there. Feels like the sun’s gone rogue, innit?”

Too cold?

“Cor, this chill’s gnawing at me bones like a rabid fox in a snowdrift.”

Back and forth, a pendulum of piss and vinegar, swinging eternal in the gray void of British endurance…

If you’re reading this and thinking, “Oi, this email’s a bit much,” congrats…

You’re complaining again. Feed the machine, why don’t you?

We’ve all died a million times since the great heatwave of 2025…

Now we’re trapped in a future where we’re the fuel.

You think those complaints vanish into the ether? Nah. They’re harvested, you see. Sucked up by the Whinge Engines. Those hulking beasts squatting in the ruins of Big Ben, grinding your gripes into energy for the elite.

Your “too hot” moans power their air conditioned bunkers; your “too cold” curses stoke the furnaces that keep their champagne chilled. You’re the battery, luv.

A human Duracell dipped in perpetual dissatisfaction…

And then you snap away from this wild dream and realise hey. We can’t have it all.

Enjoy the weather while it lasts.

It’s the most typical British thing to moan about.

Stephen “The Overseer of Optimal Outrage” Walker

P.S. Recovery tip: Try smiling at the sky. It might not eat you. Today.

P.P.S. You can tell the heat has fried my brain and so you’re getting the whimsy of my writer-ly brain which was inspired by our old boy George Orwell.

And if you’ve learnt something from these emails. It’s all about having fun while writing them.

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Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom

My buddy Brandon runs a TikTok account which posts some incredibly unhinged satirical/parody/rage-bait posts.

You might’ve seen his videos do the rounds on all of the platforms because it shows you how easy it is to trigger people in general.

And triggering people seems to be the number one way to go viral.

And as much as I have a flaming hatred for TikTok.

He manages to show you the levels of insanity that people have hit.

Whether it’s gotten worse since 2020. I dunno…

I’ll leave that up to you to decide.

But I’d highly recommend you go watch some of his stuff though.

It’s been one of those weeks. So if you need a good chuckle go give his stuff a watch. Just don’t get sucked into the comments cause it’s a damn warzone.

(I’ve never given a bad recommendation too, right?)

He loves to poke which is exactly what I like to do too.

Lastly as much as I love his humour.

The saying here in England is;

It’s like marmite. You either hate it or you love it.

I’m confident you’ll at least snicker or chortle at how outrageously serious he comes across in his videos. You might love it too…

Check him out here

Stephen Walker.

P.S. I’m still wrestling with this forum software. I swear I’ve nearly aged another 10 years lol.

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Stephen Walker, Unit 146317, PO Box 7169, Poole, BH15 9EL, United Kingdom