Why I'm Going All-In on Substack (Despite Hating Rented Land)

Focus beats diversification and saves money on the overhead.

I've spent years preaching platform diversification.

"Don't build on rented land."

"Own your audience."

"Spread your risk."

All true. All smart advice. All completely exhausting when you're trying to actually build something.

So I'm doing the opposite. I'm consolidating almost everything on Substack.

Here's why I changed my mind, and what this means for anyone tired of being spread too thin.

The Diversification Trap

I was posting on Medium, maintaining my own Ghost blog, running a separate newsletter, and trying to keep up with social media.

Different content for each platform. Different publishing schedules. Different audiences to nurture.

The result? I was busy but not productive. Present everywhere but effective nowhere.

Each platform got a diluted version of my attention. None got my best work.

Why Substack Won

Notes changed everything. It's not just a newsletter platform anymore. It's a social network for writers.

I can publish long-form posts, share quick thoughts, and engage with other creators all in one place.

The network effect is real. Other creators are having actual conversations here. Not performative engagement.

Real discussions about craft, business, and the work itself.

They handle the technical stuff. No plugin updates, no hosting issues, no broken payment systems.

I write, they make it work.

It's designed for creators, not advertisers. At least for now. And "for now" beats "never" when you're trying to build momentum.

The Rented Land Problem Remains

Substack is still someone else's platform. They could change their terms tomorrow. They could get acquired. They could pivot to something that doesn't serve creators.

But here's what I learned: perfect platform independence is a luxury most creators can't afford while they're building.

Also, if you’re not ready to adapt on a moment’s notice, you’re not ready to play this particular game.

My New Strategy

Instead of spreading myself thin across multiple platforms, I'm going deep on Substack.

Substack gets my primary effort: Weekly newsletter, micro-essays, Notes engagement. This is where I build relationships and test ideas.

Everything feeds back to email subscribers. That relationship stays mine no matter what happens to any platform.

What This Looks Like Practically

Monday through Friday at 10am: 2 helpful links. One Micro-essay, 200-300 words max. Systems-focused content for creators who want practical solutions, not motivation.

Notes throughout the week: Quick thoughts, behind-the-scenes stuff, engagement with other creators.

Simple schedule. Clear purposes. No content overlap.

The Anti-Guru Position

I'm not here to project perfection or sell transformation. I'm figuring this out in public and sharing what works.

A little over a year ago, I was crushing it. Then I wasn't. Instead of quitting, I took notes on what went wrong and what went right.

Now I'm building again—smarter, simpler, more sustainable.

I'm not the expert who has it all figured out. I'm the person one step ahead who's willing to share the map.

What Changed My Mind

Focus beats diversification when you're still building momentum.

I'd rather do one thing really well than three things adequately. The advice to diversify assumes you have something worth diversifying.

Most creators (myself included) use "platform diversification" as an excuse to avoid going deep anywhere.

The Real Test

This approach only works if I actually provide value.

Substack's audience is smart—they'll unsubscribe if I'm wasting their time.

That's the real quality filter. Not algorithm optimization or growth hacking.

Just: am I useful enough that people want to keep hearing from me?

For Anyone Considering This

If you're spread across multiple platforms and feeling scattered, consider consolidating.

Pick the platform where your people actually are. Go all-in there. Eliminate the platforms that drain your energy without delivering results.

You can always expand later once you have momentum worth expanding.

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Thanks for reading!

Hi, I'm Joe. I help creators share their unique voices simply and effectively. Here's how I can help you:

◦ One email, Monday thru Friday
◦ Learn in less than a minute
◦ Simple. Repeatable. Human.

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