Alex Burns

the internet’s sprawling databases, real-time social-media networks, and globe-spanning e-commerce platforms have made almost everything immediately searchable, knowable, or purchasable—curbing the social value of sharing new things. Cultural arbitrage now happens so frequently and rapidly as to be nearly undetectable, usually with no extraordinary... See more

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

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Send handwritten letters

In this essay, I go deep on a Great American Bromance: the handwritten letters shared between Ernest Hemingway and F. Scott Fitzgerald. I think most of us are so out of touch touch with letter writing (beyond stiff wedding Thank Yous) that we’d assume letters demand a formal comportment — and are therefore boring, onerous,... See more

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.”