1-2-3 Newsletter Format

A framework for creating an impactful internal newsletter to build influence and relationships within a company.

Core Newsletter Structure (1-2-3 Format)

• ONE photo from personal camera roll

  • Non-work related, interesting personal moments
  • Shows personality and builds connection
  • Can subtly highlight achievements or interesting aspects of life
  • Example: A 7-year-old's daily routine list showing wisdom in simplicity

• TWO thoughts

  • Tweet-length observations about the company
  • Brief insights or reflections
  • Company-relevant musings

• THREE links

  • Interesting content found elsewhere
  • Random but engaging material
  • Not necessarily work-related

Strategic Implementation

• Target Audience Selection

  • Start with top executives/leadership team
  • Gradually add other interesting people in company
  • Keep distribution list selective and prestigious
  • Position it as going to "most interesting people in company"

• Positioning The Newsletter

  • Frame it as continuation of previous startup habits
  • Position yourself as wanting to learn from recipients
  • Make recipients feel special for being included
  • Send consistently (every Sunday)
  • Keep it brief (45 minutes to write)

Benefits

• Builds internal brand recognition

  • Gets attention from key decision makers
  • Creates talking points with leadership
  • Shows consistent initiative and thinking

• Creates Network Effect

  • Gets forwarded to other influential people
  • Opens doors to new relationships
  • Generates inbound interest from leaders

• Demonstrates Value

  • Shows strategic thinking
  • Highlights personality and culture fit
  • Creates regular touch points with key stakeholders

Key Success Factors

• Consistency in delivery
• Quality over quantity
• Personal but professional tone
• Selective distribution
• Brief but impactful content