Write For Peers

Tim Urban's "Write for Equals" philosophy shows how creating content for peers rather than trying to impress experts or appeal to masses can lead to authentic success and meaningful connections.

Core Philosophy of Writing for Equals

• Don't write down to masses

  • Avoid oversimplifying content
  • Don't create "lunchable" style content with obvious, pre-packaged ideas
  • Resist urge to water down complex topics

• Don't write up to experts

  • Avoid using unnecessary jargon
  • Don't try to sound smarter than you are
  • Skip the artificial attempts to impress

• Write for peers instead

  • Create content as if talking to equals
  • Stay authentic to your natural voice
  • Trust that like-minded people will be attracted to your content

Benefits of This Approach

• Attracts natural audience alignment

  • Draws people who genuinely connect with your perspective
  • Creates stronger audience relationships
  • Builds authentic community

• Enables consistent content creation

  • Easier to maintain your voice
  • More sustainable long-term
  • No need to guess what others want

Real World Examples

• Wait But Why (Tim Urban)

  • Wrote complex topics in accessible way
  • Attracted high-profile readers like Elon Musk
  • Led to exclusive content partnerships

• CB Insights (Anand)

  • Enterprise business using casual communication
  • Signs emails with "I love you"
  • Uses humor in professional context

• The Hustle

  • Positioned as "your smart, no BS friend"
  • Maintained casual tone despite professional content
  • Successfully built large audience through authenticity

Business Applications Beyond Content

• Customer Service

  • Treat customers like humans rather than transactions
  • Focus on solving problems over following rules
  • Maintain authentic communication style

• Company Culture

  • Treat employees and customers as equals
  • Avoid unnecessary corporate formality
  • Maintain authentic communication even as company grows