On Writing Up

Connecting with your heroes

Recently, I published an article, and to my surprise, an investor I deeply admire shared it. It wasn’t just a passing like—it led to a conversation, and we ended up connecting and having a call. That moment made me reflect on how writing isn’t just about building an audience by teaching those behind us. It can also be a way to reach the people we admire, to start conversations that might not have happened otherwise.

In the world of content creation, the prevailing notion is to write down: write for an audience that trails behind you. Share your expertise, guide them through your journey, and build an audience. But there's another, often overlooked path: writing up.

Writing up is about crafting content that resonates with those you admire, those who are ahead of you. It’s about creating a bridge to connect with the people who inspire you. When I started writing, it wasn’t about building an audience; it was about reaching out to the minds I respected.

At the beginning of my career, I was living in a small town with no one to discuss technology with. I wanted to write and talk about startups and tech. One of the advantages of writing up is that sometimes, even if you don’t land on your heroes, you end up finding peers. Back then, I met my co-founder, who liked one of my articles, and we ended up building something together.

Another article I wrote led me to connect with a CEO I admired. It wasn’t about generating leads; it was about expressing ideas that resonated with someone on a similar wavelength. This approach—writing up—opens doors to relationships you might never have imagined.

Many people shy away from creating content because they don't see themselves as audience builders or educators. They don't feel the need or desire to teach. As a result, they hold back from sharing their thoughts. However, these individuals might discover that writing up, rather than down, can be a powerful way to connect with their heroes.

When you write for an audience of those behind you, it’s easy to get complacent. But when you write for your heroes, you push yourself to deliver your best work—the kind of work you’d be proud of, the kind that challenges you to grow. Write as if your heroes eagerly read each and every one of your posts.

Writing up can be a refreshing and impactful way to connect with your heroes. It’s a reminder that sometimes, the best way to move forward is to look up.