logged
I've got a confession to make
Sometimes I scroll Facebook for email inspiration.
Over the years I've deliberately curated my social feeds for business, marketing, nature, and some of the world’s most wildly interesting storytelling content.
The algorithm goes where you point it…
So I've gotten into the habit of any time something catches my eye, I ask myself, “Could that be an email?”
If yes, or even maybe, or even who in the world even knows, I save it to Notion so I can come back to it later. That way, when I site down write, I’ve got inspiration coming out of my ears.
Last week, on a particularly rainy afternoon, I was walking on my walking pad at my standing desk and I saw this quote from Tom Bilyeu scroll by:
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"I don't look for good ideas. I look for expensive problems."
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So I stopped scrolling (and kept walking). That’s the point of the walking pad.
But we live in a time where you can build literally anything. The tools are there. And AI has removed most of the friction between an idea and thing that exists in the world. Or on your computer… or whatever.
So the barrier to building is gone, what’s left?
I’ve built some stuff that’s gone nowhere. More than I’d like to admit. Perfectly fine ideas. Interesting ideas. But ideas with no real pain underneath them. No urgency. No budget. Nobody staying up late at night wondering when someone’s going to come along and solve them.
Good ideas. But not expensive problems.
So here's the deal…
Recently I started doing some work with a pretty big health and fitness organization.
I won't say exactly who, I can’t, at least not now. But it's a brand I've had my eye on for a while. And looking back, I honestly find myself wondering what took me so long to take reaching out to them more seriously.
I’d half-heartedly tried in the past, but since it’s 2026 and we have the internet, if you want to get in touch with someone, you can, you just have to try.
But what can I say? The world works in mysterious ways. And things happen when you're ready for them.
What I will say is this…
The reason it feels so good isn't just because the project is interesting (it is). It's because the problem is expensive. Not just for them. But for all the people they teach.
This is an organization that works with entrepreneurs at scale. When I help them solve their marketing problem, I'm not just solving it for one person. I'm solving it for people all over the world.
It’s the same amount of work for me, but it’s a completely different order of magnitude.
And there’s a lot more riding on the outcomes.
That's what Tom was talking about.
Good ideas are everywhere and time get’s wasted on them.
Expensive problems aren’t more rare. They just take keener eye. And when you find one, and you have what it takes to actually solve it, I say go for it.
Which brings me back to my Skool community.
Getting clients is an expensive problem for solopreneurs.
When you're struggling to get clients, you're also struggling with cash flow. And confidence. And the sneaking suspicion that maybe you're on the wrong track.
That's why I built The Nature of Marketing community. Because it's the same problem, over and over, with a lot of different people. Inside, I can solve a problem once then share the solution with dozens of others, at scale. Everyone benefits from being proximity to one another inside.
Someone else get’s a problem solved for them directly, and you get to benefit from it too.
That’s the idea anyway. So if you’re DIY-ing it right now? There's content in there for you.
If you’re ready to invest a little more intentionally? There's content in there for you.
Either way, if you want better ways to attract clients through writing, this is the place.
Here's the link:
Talk soon,
Kevin Hood
P.S. Save that Tom Bilyeu quote somewhere. Bonus points if you save it to Notion.