Two lessons from 2025

We made it, guys.

2025 has been an interesting and challenging year for me, but one of my better ones.

My business grew, I became an Austrian citizen (thanks, mum), and I explored several countries, including Finland and Northern Norway in the summer, as well as Bulgaria, Georgia, Estonia, and Poland.

I've been reflecting on what actually mattered in my writing career over the past 12 months.

Two main lessons stand out, and both shifted how I think about the next decade.

Lesson 1: AI won't replace you if you do these two things.

AI is a undeniably valuable tool.

I use it to support my research and writing. I'll continue using it, though I won't use it to actually write my words.

But I'm not worried about being replaced by AI. Big difference.

Here's why:

The writers and creators who separate themselves in the coming years will use two advantages AI can't replicate:

1. A trustworthy, human personal brand.

People follow people with a story. And with AI slop in abundance, this will be even more significant.

It's not just about pushing out content. Never has been.

Whether you choose to use AI or not, people will always look for other humans they trust who can lead them along on their journey.

Do this, lean into what makes you weird and different, and you'll have a loyal following for many years.

2. Clear taste and discernment.

AI can generate MORE, but your job is to use your taste and understanding of who you're creating for to curate the ideas that matter. AI can create anything, but it can't decide what to include and what to drop.

You're not an information-dispenser. You're a guide with a unique perspective.

That's what people will follow you for.

Lesson 2: Your email list is still one of the best tools for freedom.

Having an email list remains your most essential defence against precarious income streams.

Jobs will be lost. Platforms will change their algorithms, flourish and die. Economies will tank. AI will continue to disrupt industries.

But you can own your email list of subscribers. It can't be taken away by some platform's policy change.

My email list enables me to make money remotely from courses and coaching, creating leverage.

That leverage gives me space to pursue what I love: writing fiction (and some travel).

A dream I've had for years is now possible because I have built and continue to build this email list asset (this one, that you're reading ;))

That's it from me this year!

It's been a pleasure to have you guys join me on this curious ride, and I appreciate every one of you.

Here's to a fruitful and exciting 2026.

If what I shared piqued your interest, and you want more support in building your own email list, you might be interested in the offer I have going, ending tomorrow…

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Much love,

Alex