it's so much more powerful to aim for the smallest possible audience, not the largest.

Seth Godin

Just a generation ago, a trip to the mailbox brought a sense of anticipation. Will there be a letter from a loved one who moved far away? A thank-you note from a friend? A postcard from a relative traveling overseas? Or maybe an invitation to a party or wedding!

In short order, those eagerly anticipated social correspondence were overtaken by obligations in our mailbox. Bills began to make their way into that sacred space, crowding out the letters. Soon, a trip to the mailbox carried with it a sense of dread, knowing full well what was waiting for us. As advertising began to transition from the newspapers and Yellow ...

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