Why you're getting this: You've interacted with Haven or AdTribe before, and this is my weekly-ish update on what I’m working on to build an agency I actually enjoy running. Zero pressure to stick around, just click unsubscribe if you don't want to get it

Alright, let’s get into it.

I uploaded my P&L and a ton of context about my business to Claude and asked it to build me a roadmap to $100M net worth in 10 years. 😅

It made me this beautiful visual that looked so trustworthy I already believed it was inevitable.

And every time I felt anxious about my business, that we're not growing fast enough, I would look at this chart. It made me feel better.

But that's the problem.

It gives you a fake sense of safety. The plan looks so real and so detailed that your brain starts treating it like it already happened. And once that happens, you stop doing the actual work required to make it real.

So instead, I started thinking more short-term. Where do I want my business to be in the next 3 months? And then I put my head down to make it happen.

I don't think there's anything wrong with planning 10 years ahead. But don't fall into the trap of feel-good complacency.

Get to work.

I reread the MrBeast doc on how to succeed at MrBeast Productions. If you haven't seen it, it's basically an internal bible he wrote for his team covering how they think, how they work, and what level of execution is expected. Very direct and specific.

It inspired me to write something similar for AdTribe.

We have docs scattered across Notion covering our values, goals, and processes, but nothing that ties it all together into one thing every team member should know cold.

Here's why this matters more now than it did before.

When I started AdTribe in 2018, it was just me and a few junior media buyers sitting at the same table in a coworking space, staying late, figuring things out together. Everyone had direct access to me and people grew fast because of it.

Today we're fully remote with the team scattered across multiple time zones. I don't hire every media buyer personally anymore and I don't talk to everyone daily. Most new hires don't have the luxury of sitting next to me and picking things up naturally.

So I'm writing my own version of how to succeed at AdTribe.

Some of what's in it:

Every person at AdTribe should read this and walk away knowing exactly what kind of company they joined and what's expected of them.

Still finishing it up, but it's close.

Talk soon,

Dmitry 🤘