A blog post is a search query. You write to find your tribe; you write so they will know what kind of fascinating things they should route to your inbox. If you follow common wisdom, you will cut exactly the things that will help you find these people.

The social structure of the internet is shaped like a river.

The way messages spread on the internet is by flowing up this order of streams, from people with smaller networks to those with larger, and then it spreads back down through the larger networks. Going over land, from one tributary to another, is harder than going up the stream order and then down again.