Habits from the habits guy. “Habits that have a high rate of return in life: – sleeping 8+ hours each day – lifting weights 3x week – going for a walk each day – saving at least 10 percent of your income – reading every day – drinking more water and less of everything else – leaving your phone in another room while you work” — @JamesClear

Everyone agrees low dose aspirin has cardiovascular benefits. Studies show coated tablets offer no extra gastric protection and can harm the bowels. Evidence says plain aspirin is optimal, yet Amazon sells only coated. What's the deal here?

I put these 10 timeless marketing lessons on my whiteboard so I never forget them

Reddit archaeology in r/Ozempic, r/Semaglutide, r/Mounjaro. Search: "I wish there was" + "frustrated by" + "does anyone know" If the same pain point appears 20+ times, you found validated demand. The insight isn't in what people want, it's in what they stopped wanting.

The companies that win won't be "diet brands." They'll be native to a world where 20%+ of consumers have a fundamentally different relationship with consumption. Specificity became valuable because distribution is free, but trust is scarce.

When pharma removes a biological constraint at scale, markets restructure. - Birth control (1960s) → women entered workforce → restructured labor markets - Statins (1990s) → people ate differently → food industry changed - GLP-1s (2020s) → dopamine rewiring → consumption changes Every mature market gets unbundled when the job-to-be-done changes.

Restaurants charging the same for smaller portions lose customers. Lowering prices to match = lower revenue per table. Fashion brands can't just offer smaller sizes. Bodies are transitioning for 6+ months. Nobody wants a new wardrobe every 8 weeks. Snack companies can't reformulate. The customer literally doesn't crave anymore. Distribution is still there, but demand is disappearing.

The $10-15B that left groceries/alcohol didn't disappear. It moved. From quantity to quality. From impulse to intentional. From stuff to experiences. The fixed costs of serving impulsive consumers vs intentional ones are the same. But trust density beats reach when nobody impulse buys anymore.

GLP-1s target the brain's reward pathway. The same system that makes you: - Buy one more thing on Amazon - Binge the next episode - Scroll for another hour Suppress the pathway = suppress ALL reward-seeking behavior. Users don't want to eat less. They want to want less.

31 million Americans are on GLP-1 drugs. That's 12% of all adults. Grocery spending is down 8%. Alcohol down 33%. Snack sales down 11%. This isn't a health trend. It's what happens when you rewire dopamine-seeking behavior at population scale. Every business model optimized for impulse is now playing a different game.

This pattern will keep repeating: Bundled → unbundled → micro-unbundled Each wave creates new companies because the economics shifted again. We're early innings on wellness fragmenting into context-specific micro-tools.

This is the real opportunity in wellness: Not building another meditation app. Building the most specific version of wellness for a group small enough that you can own it completely, but large enough that it matters. Own the smallest viable audience that shares the same job-to-be-done.

The internet didn't just make distribution cheaper. It made specificity valuable for the first time. Before, you needed scale to justify the fixed costs. Now the fixed costs are zero. So the companies that win aren't the ones with the most users. They're the ones with the most trust per user.

What's interesting is this pattern shows up everywhere now. Education unbundled to MOOCs, then to micro-courses, then to "30-day SQL for data analysts." Media unbundled to blogs, then newsletters, then "daily deal flow for early-stage investors." Every mature market eventually fragments to job-specific solutions.

The validation test is simple. Write a 5-minute daily ritual for one specific group. Post it. If 100 people save it in week 1, you found something that resonates. If they return to it 3+ times, you found a behavior. If they'd pay $5/mo, you found a business.

Here's what most people miss: They think going specific means leaving money on the table. But the opposite is true. You can always expand from specific to general. You can't contract from general to specific. Start with med students, expand to all students. Start with founders, expand to all knowledge workers.

This is why specificity compounds. When you speak to a specific context, people recognize themselves immediately. ("This is exactly my problem.") When you speak generally, people have to translate. ("I guess this could work for me?") Translation is friction. Friction kills conversion.

The lazy mistake is thinking niche = small. But "everyone" isn't actually a bigger market. "Everyone" is what you call a market when you don't understand it yet. Markets are really just collections of people doing specific jobs. The more you understand the job, the better you can serve it.

Bloom raised $10M for self-guided therapy. But notice what they're really selling: therapy unbundled from the therapist's office, from the 50-minute hour, from the weekly cadence. The pattern isn't "put X online." It's "what does X look like when you remove all the constraints that came from the old distribution model?"

Think about what this means: You can build "meditation for everyone" and compete on features, marketing budget, and app store rank. Or you can build "5-minute focus ritual for founders" and compete on understanding one specific problem better than anyone else.