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Hey Reader,

One of my favorite creators right now is Katelyn Bourgoin, the founder of Why We Buy, and one of the most empathy-driven entrepreneurs I've ever seen.

Katelyn digs deep into buyer psychology and I recently saw how she (automatically) adjusts her language and product recommendations depending on the buyer's specific problem.

She asks a multiple choice question in her emails, assigns them custom tags, and based on that tag will send a dedicated welcome sequence.

On the backend, it looks something like this:

Inspired by Katelyn, I was doing something similar for an upcoming workshop when my 8-year-old niece asked what I was doing on my laptop.

I hesitated, unsure how to approach this.

"Designing a flow," I said.

She looked at me wide-eyed, "What does that mean?"

"You know when you go out to eat, you might ask the server what's good on the menu, right?"

"Right." she nodded.

"Well, the server might respond with the question, 'Do you want something sweet or savory?'"

She nodded.

"Then they might ask, 'How hungry are you?'"

"Mhm," she nodded.

"––and all these questions guide them in how to guide you. It's kind of like that."

She smiled, "I got it."

She got it.

We don't need to make it more complicated than it is.

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BEHIND THE BUSINESS

Speaking, Squarespace, and Setting Paths

I was recently invited to speak at a conference (one in September and another in October), on tech for small businesses and it made me think about learning-based product offerings.

A few years ago, I created Squarespace Fundamentals to help business owners build and confidently manage their own websites.

Lately, I’ve been thinking about bringing it back—but I don’t want to simply dust off the old course, update a few screenshots, and call it new.

Squarespace has changed. The way people use websites has changed. And, frankly, the way I want to teach has changed too.

I’m less interested in walking people through every feature Squarespace offers. I’m more interested in helping them make the few decisions that turn a website into something clear, useful, and manageable.

Most people I meet seem to be in one of three places:

1. Build mode: I need to build or rebuild my website, and I’m not sure where to begin.
2. Fix mode: I have a website, but something about it isn’t working, fitting, or making sense anymore.
3. Grow mode: My website is functional, but I want it to generate more inquiries, bookings, subscribers, or sales.

I’m starting small: one focused live workshop by the end of September, followed by a larger Squarespace Fundamentals experience if there’s a genuine appetite for it.

But first, it will help to know:

This will help me decide what the September workshop should solve. No giant application. No enormous course appearing out of nowhere.

Just a useful first step built around what people might actually want.

That's all from me today.

Thanks for being here,

tanya moushi ("moo-shee") Sign up at moushi.co​

Ps: The co-founder of a $150M company organically found and shared this video. It got only 66 views, but that doesn't matter when the people watching are decision-makers.

(Share what you geek out on! The right people might find and love it.)

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