Every’s Master Plan

🌈 Abstract

The article discusses the evolution and growth of the creator-run business Every, founded by Dan Shipper. It covers the following key points:

• Every is exploring a new model for a business that has writing and creative work at its core, and builds software and other products as an outgrowth of that.
• The business has seen rapid growth in revenue, users, and creative output, driven by factors like the team, AI tools, and Shipper's own transformation as a writer.
• Shipper shares the key decisions that have contributed to Every's success, including launching the Lex AI writing app, embracing AI and writing as his core identity, and bringing on new talent.
• The article outlines Every's master plan to build a business around writing, content, and software products, funded by subscription revenue and higher-ticket offerings.
• Shipper emphasizes the importance of honesty and authenticity in driving innovation, rather than trying to fit into old models of what a business should look like.

🙋 Q&A

[01] Exploring a New Business Model

1. What is the unique nature of the business model that Every is exploring?

• Every is exploring a new type of creator-run business that has writing and creative work at its core, and builds software and other products as an outgrowth of that.
• It doesn't fit the mold of a traditional venture-backed startup or a typical small media business, but rather is something ambitious and off the beaten path.

2. What are some of the key factors driving Every's success?

• The support and attention of their readers
• The use of AI tools to boost their creative output
• The talented team of people who have chosen to work at Every

3. How has Shipper's own transformation as a writer contributed to Every's success?

• Shipper has started to see himself more as a writer who also builds things, rather than just a founder who likes to write.
• This shift in identity has allowed him to be more focused and prolific in his writing, which has grown his audience and contributed to Every's success.

[02] Navigating Challenges and Pivoting

1. What were some of the challenges Every faced about a year ago?

• Declining traffic due to changes in the X platform algorithm
• The immediate hype around AI starting to wear off, making it harder to create viral writing content
• The departure of a key co-founder and writer, Nathan Baschez

2. How did Shipper respond to these challenges?

• He had to re-evaluate his role and the purpose of Every as a newly solo founder.
• He made a series of key decisions, including launching the Lex AI writing app and fully embracing AI as a focus area for his writing.
• He also shifted his self-perception to see himself more as a writer than just a founder.

3. What impact did these pivots have on Every's trajectory?

• They contributed tremendously to Every's subsequent success, including rapid growth in revenue, users, and creative output.
• Shipper's writing gained a much larger readership, and the company was able to launch new software products like Spiral and Sparkle.

[03] Building a Sustainable Creative Business

1. What is Every's master plan for building a sustainable business?

• The core activity is producing high-quality writing and content that reaches millions of people.
• They monetize this audience through an Every subscription that provides content, software, discounts, and community.
• They then reinvest the revenue into producing more great writing, creating a virtuous cycle.
• They also offer higher-ticket offerings like courses, consulting, and advising for a smaller segment of their audience.

2. How does Shipper view the importance of authenticity and honesty in driving innovation?

• He emphasizes that the "newness" of Every's approach is not the result of trying to do something novel, but rather an outgrowth of being honest about who he is and what he believes.
• He stopped trying to fit Every into old models of what a business should look like, and instead focused on solving problems as they arose in a genuine way.

3. What role has the AI & I podcast played in supporting Every's overall strategy?

• The podcast has helped grow Shipper's audience and make his writing more resonant, by putting a face to the byline.
• It has also been creatively rewarding to work on with Every's creative lead, Lucas Crespo.
• The podcast and writing support each other in a virtuous cycle that benefits the entire business.