Behind-the-scenes advice for busy solo professionals courtesy of Michael Katz, Blue Penguin Development

received my copy of Wired Magazine in the mail.

That’s correct. Wired Magazine, the archetype of what it means to be digital, publishes a print magazine several (six?) times a year.

It’s surprising. It would be like if the “Luddite Newsletter” was only available on TikTok.

But the surprise – something that doesn’t fit – is what makes it interesting. It’s more or less what makes the punchline in a joke work.

Too much surprise and you muddy your brand and confuse people. Once in a while and you get their attention.