People Talk About the Things They Love

What's your signature edge??? How can you create an obsession around your work?

A little fun & freaky Friday reminder: Whatever you’re building—whether it’s a product, a brand, a business, or the world’s longest-running identity crisis—stop filtering it through “How do I get people to pay attention to me?”

Instead, shift the lens to something far more powerful:

How do I engineer an obsession?

Because people don’t just notice obsessions. They chase them. They talk about them. They can’t look away.

This is the difference between someone who earns mega bucks, and someone who fades into the background.

PLEASE INDULGE ME WITH THE FOLLOWING EXAMPLES:

1. A Clothing Brand

❌ How do I make people notice my brand? → Loud colors, flashy marketing, trend-chasing.
✅ How do I create an obsession? → A signature piece that people must have (think Lululemon’s Align leggings or Birkenstock Bostons—simple, but cult-like appeal).

2. A Local Coffee Shop

❌ How do I get people to come in? → Discounts, a wacky sign outside, generic social media posts.
✅ How do I create an obsession? → The best cinnamon roll in town. A secret menu item locals brag about. Baristas who give brutally honest drink recommendations.

3. A Personal Brand

❌ How do I get more engagement? → Posting constantly, jumping on trends, begging for likes.
✅ How do I create an obsession? → One unforgettable idea or framework that people associate only with you. (Think: “1,000 True Fans” by Kevin Kelly, or Marie Kondo’s “spark joy” method.)

4. A Newsletter

❌ How do I get subscribers? → Clickbait subject lines, vague promises, trying to appeal to everyone.
✅ How do I create an obsession? → A voice so addictive, people refresh their inbox waiting for it. A niche so specific it becomes irreplaceable. A perspective so bold that people forward it to their friends with “you HAVE to read this.” Think:

• Tennis Sucks: A newsletter for people who love tennis but hate the way it's usually covered, offering a fresh, irreverent take tennis fans can’t get from ESPN.

• Napkin Math: A newsletter that breaks down the real numbers behind businesses and industries, often exposing why some “genius” ideas aren’t so genius.

• The Fishing Wire: A daily newsletter about fishing news, gear updates, and conservation policies, giving die-hard fishing enthusiasts a direct line to their niche.

5. A Brick-and-Mortar Business

❌ How do I get foot traffic? → Flyers, generic ads, competing on price.
✅ How do I create an obsession? → A store experience so immersive and distinct that it feels like a discovery. Think:

• A hardware store that feels like a high-end boutique, designed for women (shoutout to The Fixery, my dream company I’ve been concepting behind the scenes).

• A vintage shop that operates like an exclusive art gallery—limited drops, a mysterious invite-only section, and a curator, not just a shopkeeper (think Rowan & Wren meets House of Vintage).

• A bookstore that only sells books related to cities, architecture, and place-making—plus a secret map room in the back where urbanists geek out (like The Map House in London, but sexier).

6. A Service Business (Like Copywriting or Coaching)

❌ How do I stand out? → Posting credentials, listing services, competing on price.
✅ How do I create an obsession? → A framework, a unique process, or an experience that feels exclusive. Think:

• A real estate agent who exclusively helps creatives and entrepreneurs find homes that double as money-making spaces (think converted barns, historic storefronts, and live-work spaces).

• A landscape designer who turns suburban yards into food-producing mini-farms—so clients get a garden that literally pays off (like Edible Landscapes but with a luxe edge).

• A Personal Stylist who specializes in “One Signature Look” clients never stray from. Instead of generic “wardrobe consulting,” they create a highly specific, instantly recognizable personal uniform for clients—think Steve Jobs’ black turtleneck or Anna Wintour’s bob and sunglasses.

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Bottom line: people don’t just want to notice something. They want to belong to something.

Instead of thinking about it like you’re selling a product, think about as if you’re selling a club.

Who are your members? What are they obsessed with? What’s the #1 thing they tell other people about WHY THEY NEED TO CHECK YOU OUT?

Your job is not to sell a product; it’s to engineer an obsession.

And all obsessions start with a signature.

Not just a logo or a tagline, but one unmistakable thing that sets you apart.

A signature product (like Glossier’s pink Balm Dotcom).
A signature experience (like the magic of walking into an Aesop store).
A signature phrase (like “Will it blend?” from Blendtec’s viral marketing).
A signature belief (like Patagonia’s anti-consumerist stance that makes buying less part of their brand).

People don’t just obsess over anything. They obsess over things with edges—things that stand for something, that feel distinct, that have a shape they can describe.

So, what’s your signature? What’s the thing that, when people talk about you, they have to mention?

Because without that, they might notice you… but they’ll never need you.

That’s how you go from chasing attention to demanding devotion.

It’s also how you become a rich bitch with a beach house. 😎

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Want to figure out your signature edge?

Introducing our new Spring training series! ⬇️

“How to Create Your Signature Edge: One Unmistakable Thing That Sets You Apart, Turns Your Work into an Obsession, and Makes You the Only Choice.”

For two weeks this April we’ll be learning all about this, and doing nothing but workshopping this topic, and it’s happening right here on Substack. All you’ve got to do to get access is upgrade to the “Founding Member” tier, and you’ll be in!

In the meantime, you will ALSO get access to our brand-new Winter training series, starting this Monday 2/24 and running through Friday 3/7:

“How to Use a Newsletter to Change Careers, Make a Name for Yourself, and Engineer Your Dream Job (Even if You’re New to the Industry).”

We’re doing one advanced career training series each quarter—and possibly more!—exclusive for Founding Members. 💪 💥

Upgrade now to the “Founding Member” tier, and we’ll get started on Monday! ⬇️

I CAN’T WAIT.

Have a great weekend!

Ash