Henrik Karlsson on Substack

A blog post is a search query. You write to find your tribe; you write so they will know what kind of fascinating things they should route to your inbox. If you follow common wisdom, you will cut exactly the things that will help you find these people.

A blog post is a very long and complex search query to find fascinating people and make them route interesting stuff to your inbox

I've coined a new theory of the Internet in 2025.

It’s the basis for my new company.

I call it the "Boutique Impact" Theory.

Five years ago, audience was king. Make content, build audience, profit. I know this firsthand. I served 7,000+ Write of Passage and Second Brain students, many of whom wanted to build an audience. Most people sharing on the Int... See more

The more precise and niche the words I input, the better the internet would match me with people I could forge meaningful relationships with. This precision was hard for me, partly because my sense for how communication is supposed to work is shaped by reading mass media. Writing for a general public, you need to be broad and a bit bland. I didn’t ... See more