weaponized incompetence

Before we start this email, I wanted to thank you for your patience and support throughout this launch, and let you know that this email starts off silly, but there’s some good data in this, so plz read until the end (just in case you’re new here)

To celebrate the end of Creator Capital's launch, let me share some deep esoteric thoughts I’ve had over the last 15 days.

If you saw me out and about in London or Indonesia and asked me “how is the launch going” - you’d hear me say “god has wonderful ways of humbling us to teach us new lessons.”

I’ll explain in a second.

The paradox of perceived incompetence.

Not knowing what you're doing might be the very thing that saves you.

Because it undoubtedly is the thing that saves me. Every single time.

Look, we often want our thoughts to be validated by data.
But the most successful entrepreneurs I’ve met stop that thought process.

We act out of instinct, curiosity and delusion when data isn’t enough.

The genius that lives at the edge of ignorance.

High achievers only want one thing = success.

And when you achieve it consistently, you rely on past cues, data and even systems you created to get to the desired outcome multiple times.

But then, when what worked then doesn’t work now.

We overcomplicate everything trying to identify the problem fast.

I know it because this was me during most of the launch.

My daily routine? Easy:

6 am: Overthinking the landing page headline.
6:15 am: Trying to over-optimise A/B testing on email.
7:00 am: Freaking out about everything and anything.
9:00 am: Asking anyone for their advice and thinking they were all right.
10:00 am: Thinking I need one more testimonial for the page to look perfect.
12:00 pm: Complaining about the algorithm or followers “not seeing me”

Then I reminded myself that perfection isn’t the goal, but action is.

Momentum is undoubtedly the most important thing when it comes to success.

Not intelligence, not competence not even extreme preparation.

But the removal of the friction we create by adding tasks to our to-do list.

Like checking the landing page from multiple devices to make sure it loads at 0.0000000001 speed.

This tiny action actually sets us up to fail because it’s a form of micromanagement and control over an outcome we tend to have no influence over.

Because the work towards a successful “launch” or “outcome” doesn’t happen in the 15 days of a launch or the 2 days of a pitch.

It happens months before and every second during this phase.

Using the foundations you’ve built for months and the instincts you’ve created in the process.

Moving towards outputs instead of more inputs.

My first and second launches were the easiest.

Because I didn’t know how something was “supposed” to be done, so I followed the weirdest and most inefficient paths that yielded high levels of success.

Innovation thrives in ignorance.

You don’t know what you don’t know.

So when I found myself in my room freaking out at website traffic, conversion rates or email open rates I remembered this quote I saw during a meditation (while scrolling pinterest for memes).

So instead of doing the most optimal thing and stay at home hyperfixating every single nuance.

I flew to bail. Took a nap on the plane. I overcaffeinated myself to the point of erratic thinking and began creating momentum.

“Move” I said to myself when there were no stripe notifications or team activity or the right level of activity from emails and LinkedIn posts.

I’ve become so disgusted by stagnation.

No movement means no growth.

Momentum happens when you remain disciplined enough to create action and double down.

Now I pulled out some data from content and conversion sources.

I’m going to categorise emails for now into two buckets:

Bucket 1: Momentum emails (action based)
Bucket 2: Validated emails (systems based)

Momentum emails where created with a “fuck it we ball” mindset.
No overthinking, no checking swipe files. Simply offering clarity.

Validated emails where emails based on what worked before, what worked for others and what we got recommended to write.

Some of these took 2 hours to write or multiple different iterations.

The emails that made us thousands?

The momentum emails.

Now, why is this? Because of weaponized incompetence.

The thought process was:

What, at its most basic element will get someone to go from not buying to buy.

Oh well, telling them what we’re selling!!! DUH.

Sounds very straight forward of course…
But when you’ve led many launches using the opposite.

Like abstract storytelling like my email about “sex” or “getting chased by a man with a gun” and them working confirmation bias got the best of me.

When you stop trying to look smart and just focus on moving the needle, weird things happen.

You connect more.
You sell more.
You think less and create better.

People don’t want polished.
They want real, fast, human.

And ironically, the less you try to be a genius…
The more they believe you might be one.

So ladies and gentlemen, if you’ve been following this launch and wondering “how did she do it?”

Truly and honestly - I just stopped thinking too much.

I had to. Otherwise, my head would explode.

And you should too.

Deliberate de-optimisation is and will always be the key to unlocking 10x success.

Because just like the borderline low IQ person on the bell curve.

You just act. Don’t over-analyse.

Mind you we had a whole plan to revive the launch if it went wrong.

A whole new set of email deadlines, new angles - new content.

But ultimately I was like nah lets just do this 1 thing.

It worked.

So, to those who replied to those borderline erratic and silly emails thank you for the support.

To those who bought, yes I will be breaking this down to detail and how you can do it yourselves with or without the delusion.

But to everyone - here’s a reminder that perfection is overrated. Action isn’t.

There’s speed in chaos.

Speak soon.

Love you,

Lara