Amal & Nick are joined by Saron Yitbarek (developer, podcaster, community leader & serial entrepreneur) to catch up and discuss her latest project: Not A Designer
We discuss all the ins & outs of tech entrepreneurship & the challenges of building something new in today’s saturated market. Tune in for a behind-the-scenes look at how she does it & get a sneak peek on what’s possibly next! (Spoiler Alert: we brain stormed it here)
Saron Yitbarek: [19:54] But yeah, so I really wanted to be responsible with it. And so I had been doing a lot of user interviews, a lot of just talking to users… Because my big thing now is I want to make sure I’m solving a problem. That’s the lesson I took away from the first time, that’s what I want to get right the second time. And so in the process of doing that, I feel like doing user interviews has been an extremely draining process. I’ve cycled through being extremely hopeful and optimistic to being super-depressed, and just very frustrated with the whole process, and burning out, and then getting optimistic again, and then getting really burnt out… And I’ve just been riding that rollercoaster for the last two years. And I decided to do something different this time, where I said “Instead of me trying to get to know my user through customer interviews, and through talking to them, what if I became my user? So what if I picked an area that I’m interested in, picked a user base I’m fascinated in, and I just did the job, and learned firsthand what my pain points are?”
And so newsletters is an area that I’ve been really interested in for the past year or so, and one of my biggest regrets with Code Newbie – I mean, it worked out in the end, but one of my biggest regrets that Code Newbie is not doing a better job of having a mailing list. We had our newsletter, but we didn’t really take it very seriously. It was okay, but it wasn’t a focus for us. And when people asked me “How big is your community?”, it was really hard to quantify it, because we have 100,000 on Twitter, we had another 20,000 on Slack, we had another 10,000 on Instagram… It was just all over the place, so we didn’t have a place that we owned, that was our own place. And a mailing list solves that problem, because that’s the only platform that is actually yours; you own that relationship.
And so I really believe in newsletters, we just didn’t do a good job of it. And I always said that if I ever launched a new product, a new company, new content, that I would have a mailing list. I would have a newsletter and really focus on that. And so I really believe in the newsletter format. I think it has a ton of potential. And I’ve seen over the past four or five years, it’s gotten really popular, especially with Beehive, and ConvertKit has been around for quite some time… Substack popped off I think in 2018, 2019… And so I’ve just been really interested in that space.
And so I said “Instead of trying to go out and interview newsletter creators, why don’t I just start a newsletter?” And so I said “Let me pick a topic that I’m actually passionate about, that I would actually want to write about, even if no one read it.” What’s the thing that you would do when no one is looking, when no one’s paying attention? And I’ve always loved design. I’ve always been fascinated by it, but I’ve never taken a formal class, I’ve never been trained as a designer, but I’ve always wanted to be better at it. It’s always been a topic and an area that I wanted to just be good at. And it’s the one thing that I would do for free, just for fun, because I just really enjoy it. And so building landing pages on my own ideas has been probably my favorite part, because it’s just fun to build landing pages.
And so I thought “Well, what if I teach design to developers as a student myself?” So it’s me going off, spending 20-30 hours, learning on a topic, leveling up on a particular thing, and then turning what I learned into a step by step breakdown, a walkthrough, and then taking that and writing a newsletter and targeting it to developers who also want to level up when it comes to design? So that’s the topic of it. So it’s called Not a Designer because I’m not a designer, I’m a developer trying to learn design skills, and that’s what the focus of the newsletter is on… And it’s been amazing. It’s been such a great way to learn things myself, and actually be a better designer, which is one of my main goals, but it’s also been a really great way of surfacing problems that newsletter people face in terms of growing a newsletter, writing… And I have a marketing person that helps me, and together we’ve gone through and written out all the different problems that we face, all the different issues we have, and trying to see “Is there a product for newsletter creators that we can turn our problems and our issues into?” So it’s worked out really well.