Hey,

It's been a while.

I honestly didn't think it'd be six months before I sent another email.

At first, I kept telling myself, "I'll write next week."

Then next week turned into next month.

And before I knew it... half a year had passed.

During that time, I built a few things, read a lot, and spent way too many hours studying companies that seem to grow effortlessly.

Somewhere along the way, I realized something.

I don't actually love talking about Instagram.

I love talking about why things grow.

Why one ad gets ignored while another one works.

Why some brands become impossible to forget.

Why people buy.

Why ideas spread.

Instagram is part of that conversation, but it's only one single piece.

So I'm changing this newsletter.

From now on, Momentum is about marketing in the broadest sense.

Social media.

Branding.

Email.

Ads.

Psychology.

Business.

Anything that helps us understand how great products and companies earn attention and $$$.

I'm not writing because I’m a know-it-all guy.

I'm writing because I genuinely enjoy learning this stuff, and I think it'll be more fun if we learn together.

If you're still here after six months...

Thanks.

It means more than you probably realize.

See you next week, on Thursday

— Umer

P.S. Just hit reply and tell me one brand whose marketing you admire. I'm always looking for interesting companies to study.