Choose Right
Alex L.Personal takes on decision-making from an early-stage startup founder.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 76 | Founded | 3 years ago | Last Issue | 4 months ago |
| Active | |||||
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chooseright.substack.comLatest Issues
Lessons from 2025
Happy new year!
It’s been a long time since I sent my last email, but here I am again, sharing what I learned in 2025.Consistency and self-belief
The main lesson from last year is consistency.
I worked full time on building my bookkeepin...
5 lessons learned from pre-launching a SaaS
Two months ago I pre-launched Nummo and so far it’s made almost $500 in profit.
I say pre-launch because the paid version isn’t live. People so far have paid for a promise, which makes me really happy and tells me I’m onto something.
The...
So this is what passive income feels like
I’m sure you’ve heard about the elusive passive income internet gurus talk about. Well, it turns out it exists, but it’s not as easy as they make it sound.
Last year around this time I founded a brand that today gives me $800/month working...
On burning desire
Desire is ubiquitous.
We all desire something, with varying degrees of intensity, and we name all of it desire nonetheless. This does a disservice to burning desire, which has nothing to do with whimsical cravings we get here and there. W...
Choose the right mountain
My previous post on Foretype gave me some great insights: no one cares, except for a tiny minority that actually signed up — you’re legends.
I would like to thank the rest of you for your disinterest. Not in a passive-aggressive way. Now I...
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Authors
The writers behind this newsletter.
I like building software and writing about it
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