A working theory on expectations, longevity and 'success'

Would love your thoughts on this.

When I started my Substack, I was hopeful—but realistic.

At least, I thought I was.

I told myself I was doing it for the creative freedom. For the joy of writing what I wanted, when I wanted. For the connection. And absolutely — those things are true.

But if I’m being totally honest? I also hoped it would blow up — quickly.

I saw the accounts going ~gangbusters~, talking about becoming best-sellers in three days (ok fine, three months) and thought maybe that’ll be me. I figured if I just wrote something good—something true—people would find it. Share it. Subscribe in droves.

Spoiler alert: that’s not quite how it went.

My early posts landed gently. A handful of kind comments. A slow trickle of subscribers. Encouraging feedback, yes—but not a tidal wave.

And had I expected a tidal wave, I probably would’ve labelled it a failure and quietly scrapped the whole thing.

I didn’t. Because I’ve learned a key lesson—one I come back to constantly in both business and life:

Managing your expectations …