Dog hair on my doormat taught me something special

Every morning, there's a new layer of dog hair on my doormat outside my apartment.

Like after a fresh snowfall.

My neighbours have dogs, you see.

The hallway in my building becomes a collection point for their fur.

Most people would find this annoying.

But this reminded me that most interesting ideas don't necessarily need to come from living a wild, crazy eventful life like Indiana Jones.

They come from paying attention to the unremarkable stuff most ignore.

Little things like:

• The way people avoid eye contact in lifts.

• Nearly getting knocked over by e-scooters.

• How your coffee tastes different when you're stressed versus relaxed.

Nobody needs you to climb Everest or start a billion-dollar company to have something worth writing about.

They need you to notice what they're too busy to notice themselves.

And when you see these things, they realise they're just like you.

And that's what creates connection.

This goes against everything we've been taught about 'content.'

We think we need to out-stimulate the competition.

In reality, we just need to frame what's normal in ways that make us look twice.

Often, that means simply drawing attention to what's valuable in the mundane (like I did in this email).

In this way, relatability beats spectacle.

Your readers aren't all living extraordinary lives either.

They're in apartments with dog hair. They're drinking coffee. They're staring at screens, wondering what to do with their afternoons.

When you write about the small, true, specific things, they see themselves in your words.

That's when they stop scrolling.

The trick isn't living a more interesting life. It's seeing your ordinary life through a more interesting lens.

And this is exactly what my High-Concept Blueprint course helps with.

The course shows you how to take the everyday observations and turn them into ideas that challenge, surprise, and stick.

What we learned today is one of 15 special techniques to transform ordinary observations into extraordinary ideas.

For this special Q4 Writing Reset sale, it's $77 (normally $197) for another 24 hours only. After tomorrow (Monday) at 4pm ET, you won't see this offer again until 2026.

No Indiana Jones lifestyle required.

Grab it here →

Alex

P.S. The best writing doesn't come from the most interesting lives. It comes from the most interesting ways of seeing ordinary life. That's what this course teaches you.