The Letters · Two or three a month

Most business advice tells you to move faster.
These letters ask you where you're going.

I write to a few thousand people who are building something that has to fit inside a real life — with children, with limits, with a body that gets tired.

Not tactics you'll never use. Not a funnel disguised as a newsletter. What I actually think about, from inside the work: what I'm seeing in my research on emotions for the European Commission, what's shifting in how brands earn attention, and what I'm getting wrong in my own business.

What tends to land in your inbox:

• How emotion works as a business instrument — the science, translated into decisions you can make on a Tuesday.
• The strategic question underneath a problem you thought was about your logo.
• What I'm testing, what failed, and what it cost me.
• Occasionally, an invitation to something I've built — never dressed up as anything else.

There's a reason I keep these short and infrequent. Your attention is not a resource I'm entitled to. If a letter doesn't earn its place in your week, leave — the unsubscribe link is at the bottom of every one, and I won't take it personally.

— Lorena

Two or three letters a month. Depth, not noise. Your email stays with me and nowhere else.