Kevin Indig writes Growth Memo, which goes out weekly to more than 29,000 founders, in-house leads, and marketing leaders. He spent 10 years as an operator and leader at Shopify, G2, and Atlassian, and now advises Meta, Airbnb, and Reddit on growth.
The Memo runs on original research into how search and AI are changing — Kevin, in his own words, swims in data all day.
"Publishing is only half the job — you also need a repeatable way to distribute your work. Buffer makes that much easier, and keeps a good post from disappearing after publication day," says Kevin.
You spend days on a piece, it goes out, it gets one good day of attention, and then it's gone. Kevin's fix is to stop treating a Memo as one post and start treating it as a week of them — the same logic behind repurposing long-form content, applied to a newsletter.
"A single Memo gives us several things to share. We might pull out a chart, a finding, or a question worth discussing," he says.
On Substack Notes, Kevin posts short takes, charts, videos, and teasers for Memos that haven't gone out yet. He also uses Notes to test a topic before committing to a full article.
A fully researched memory takes an entire week of his time, while a Note only takes a few minutes. It's well worth investing in the latter first, he says.
The ideas themselves come from his original research, his client conversations, and the patterns he sees in the data.
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