Estimated read time: 3 mins

My absolute favorite Gen Alpha phrase: IT’S NOT THAT DEEP.

These 12 year olds are riffin’ poetry and they don’t even know it. 

Because yeah “bruh” it’s not that deep. 

Have I now weaponized this phrase with my son every time he loses it over Minecraft stalling out or whatever? 

Absolutely. 

Am I going to weaponize it with you when it comes to the things you fret over in your business that actually don’t really matter? 

Maybeeee. Read on to find out 😉

What you’ll learn in this article:

🍵💲Regrets of the dying and how to do what matters 

🍵💲Do THIS before you spend any more time messing around in Canva or “researching” what’s working now on IG or LinkedIn 

🍵💲Live training invite for copywriters who want to land 2-3 wishlist clients a month (mad rizz in this one!)

The tea: owned assets and no regrets

“I wish that I had let myself be happier.” – Regret #5 

Bronnie Ware famously documented the top 5 regrets of the dying and while they’re all seriously insightful, I think this one hits home hardest for those of us pouring our guts into building a business. 

(Okay, and #2 “I wish I hadn’t worked so hard.”) 

When people unpacked this regret with her it traced back to chronic self-pressure, perfectionism, and placing too much importance on things outside of their control. 

In hindsight they could see that relief and enjoyment were available earlier, but they’d blocked themselves from allowing it. 

OOF. Relatable in’t it? 

As we sip the sweet fresh nectar of the new year, ask yourself “where am I making this deeper than it needs to be?” 

…and what is the antidote? 

I believe it’s knowing what’s actually worth your concentrated time and energy. 

For the next 2 months in KNOWN we’re focusing on building owned assets. 

Aka. the assets that either increase your email subscribers or your sales. 

Akaaka. The lifeblood of your business. The things that actually matter. 

Everything else just isn’t that deep. 

You can post daily on social, optimize your website, guest on 20 podcasts a month, and none of it will matter if you don’t have solid places to convert curiosity into results.

Part of the regret of taking life too seriously is putting too much pressure on things outside of your control.

So what IS in your control? 

The owned assets you prioritize to create meaningful growth. 

That might look like a quiz (my entire Quiz Class course is included in KNOWN for a fraction of the price you’d pay normally) or a new training, challenge, Easy Yes offer, guide for potential clients, case studies, even an audio series or summit you’ve been sitting on the idea for. 

I’m confident if you put the reps in to build the thing that’s worth driving traffic to, everything not in your control will feel a lot less deep over the next year.

Join us here for Challenge #2 for less than $3/day →

Sip on this…  

🧋Calling all copywriters who want better clients and premium rates: my friend Krystle is hosting a live class next week on how to land 2-3 wishlist clients every month (yes, even with AI messing with the whole landscape.) Grab a spot here. 

🧋 Interesting take on building a one person business in 2026 

🧋Great podcast from Jenna Kutcher on why she’s pressing pause at the peak of her career. I love a woman who knows when enough is enough. 

🧋True or false? 

This issue made me realize…

• 👀 I’ve been making things harder than they need to be
  
• ⚖️ I’m half focused on the right stuff, half distracted
  
• 🧃 I’m doin’ it right, it’s not that deep