Have killer voice. How do you develop killer voice? Be confident. How do you develop confidence? Read oodles and write oodles more. If you’re sending a “list newsletter” you better have one hell of a point of view because, well, there are oodles-upon-oodles of list newsletters out there. Generally, like with much good writing, the magic for readers
In early interviews with Whaley, he often talked about the internet being the magic ingredient to MSCHF: “Life is too short and the internet is too big to not make what you want.”