🧰 Tuesday Toolbook
Last Tuesday I sent you off to go find your "cost per login." Seemed only fair I went and found mine first.
So I sat down with the statements. Three cards, eleven billing dates, the whole ugly picture. And it went about how I said it would go. Two tools doing the same job. Seats nobody has logged into since spring. One charge I had to look up the company name just to identify.
I cut what needed cutting.
But something else came out of that exercise, and it's the reason for today's email…
Every line on that bill was money walking out the door. Every single one. That's what a tech stack is by definition. You pay a tool, the tool hands you back time or reach or organized data, and you decide whether the trade was worth it.
Except one line. One line was pointed the other direction.
beehiiv.
It's the platform The Growth Stack runs on. Fifty-six issues now, every Thursday, plus whatever I send you on a Tuesday. Same kind of login as everything else on that bill. Difference is, this one doesn't just cost me money. It holds the only thing in my business that has appreciated every single week for over a year:
The list.
17,000+ business owners who raised a hand and said send me the thing. That number doesn't reset. It doesn't get more expensive to reach next quarter. And it's now the reason companies come to us wanting to advertise, instead of the other way around.
Here's the part most business owners miss…
You're not paying for software. You're paying for the mechanism that builds a list, and the list is the asset. The software is just the shovel.
Now, you may never want a single sponsor. Totally fine. The mechanic works the same either way. A few hundred of your best clients and prospects hearing something genuinely useful from you every week, on a channel where you set the terms, will be worth more three years from now than almost anything else you buy this month.
I've said it before and I'll keep saying it: no service-based business should be without a weekly eNewsletter.
beehiiv is where you build it.
P.S. See you inside The Growth Stack later this week — "How To Become Your Own Bank"
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