079: Finding Our People - The Unexpected Journey from Substack Experiment to Thriving Community
Nine Months, 7,500 Subscribers, and the Connections That Changed Everything
When we first decided to start sharing our thoughts on Substack last October, we had no idea how significantly it would change our business. What began as a simple decision to try a new platform has become one of the most meaningful shifts in how we connect with others.
In just nine months, we've grown from around 1,200 subscribers to over 7,500 people who actively engage with our message. But the numbers only tell a small part of the story.
Beyond Metrics: Real Connections in a Digital World
The traditional approach to online growth often focuses solely on numbers—subscribers, open rates, conversion percentages. While these metrics matter, they miss the deeper value of what we've found here.
What we've discovered on Substack is different. It's a space where authentic writing naturally attracts the right people, where genuine insights create real relationships, and where showing up as ourselves builds a community that truly resonates with what we're trying to create.
Unlike other platforms where engagement feels transactional and fleeting, Substack has allowed us to create deeper bonds with readers. These aren't just subscribers—they're people we've come to know, respect, and learn from.
In fact, it's largely because of the support and encouragement from the Substack community that we were able to launch the Sacred Business Network earlier this year—a space where heart-centered entrepreneurs connect monthly in small groups, access embodiment practices, and support each other in building businesses that align with their deeper values. What started as a simple idea has grown into a vibrant community of entrepreneurs who understand that success and meaning can coexist.
And we're just getting started. Next month, we'll be unveiling what might be our most meaningful project yet: the Sacred Business Writer's Collective. This initiative has been brewing in our hearts for months, and we can't wait to share it with you. It's truly the thing we're most proud to bring into the world—a project that simply wouldn't exist without the foundation of trust and connection we've built here on Substack.
Taking the Plunge: From Uncertainty to Clarity
Making the decision to focus our energy on Substack wasn't easy. At first, it felt risky to shift our attention away from platforms with larger immediate reach. Would anyone read our words? Would the time investment be worth it?
This choice required us to trust that meaningful connection would be more valuable than chasing algorithms on other platforms. It meant believing that direct relationships with readers would create more sustainable growth than viral moments that quickly fade.
And the results have exceeded our expectations. Not only have our subscriber numbers grown six-fold, but the quality of these connections has transformed our business in ways we couldn't have imagined.
Finding Value in the "Growth Crowd"
I've noticed a trend on Substack—a certain skepticism toward what some call the "Substack Growth People." You know who I mean: those writers who share tips on growing your newsletter, building your audience, and monetizing your work. There's sometimes an eye-roll reaction when these topics appear in feeds, as if focusing on growth somehow undermines the purity of the writing experience.
But here's my honest take: these generous teachers have been invaluable to our journey. While I understand the pushback—nobody wants their feed filled only with growth tactics—I'm deeply grateful for the writers who've shared their hard-won insights about building a sustainable presence here.
Of course, I should acknowledge that we're also "growth people" in our own way—though Substack strategy isn't our primary focus. Perhaps that makes it easier for us to appreciate the value these creators bring. We work with entrepreneurs on sustainable growth in their businesses every day, so we understand the importance of practical, actionable advice that actually works.
What we've found is that the best growth advice isn't about gaming the system or chasing numbers for their own sake. It's about creating real value, showing up consistently, and building genuine connections—principles that enhance rather than detract from the quality of what we share. The growth tactics that actually work on Substack tend to be the ones that align with what makes good writing good in the first place: authenticity, value, and connection.
We believe these folks have been a huge support to everyone here who's learning and growing on Substack. Their willingness to share what they've learned helps the entire ecosystem thrive. So while it might not be fashionable to admit in some circles, I'm raising my hand as someone who's grateful for the Substack growth crowd. Their generosity in sharing what works has been a key part of our success story, and I suspect many others feel the same way even if they don't always say it out loud.
Our Guides Along the Way
We haven’t been making this journey alone. Several writers and publications on Substack showed us what was possible and helped us find our footing. Their generosity, wisdom, and example guided us when we weren't sure how to proceed.
The Post That Changed Everything: Landon Poburan
The first person I want to acknowledge is our good ally and friend here on Substack,
. We recently featured Landon on Sacred Business Stories, and that conversation stands as one of my favorite episodes we've done so far. His deep thinking and authentic presence created a truly meaningful exchange.But Landon's impact on our journey began long before that episode.
Back in early October, as we were planning our growth strategy for 2025, I stumbled upon a Facebook post from Landon. We'd been connected for years through my previous project, Empire Engineering, and I'd always respected his work. But I primarily knew him as "the ads guy" – someone skilled at online advertising.
What caught my attention was his writing about his experience on Substack and how it had become a catalyst for his personal and professional growth.
I have to admit: until that moment, I held a somewhat dismissive view of Substack. In my mind, it was a platform for struggling writers who hadn't quite figured out the business side of things. I couldn't have been more wrong.
Landon's perspective in that post completely shifted my thinking. He wrote about the direct connection with readers, the freedom from algorithm chasing, and the community he'd found here. His enthusiasm was genuine and compelling.
That single post was the spark that led me to create our Substack account. From there, everything changed. Without Landon's willingness to share his experience so openly, we might still be spinning our wheels on platforms that never quite felt right.
It's a perfect example of how the right message at the right time can completely alter your trajectory. Sometimes, the most valuable insights come from people you already know – you just need to be ready to hear what they have to say.
A Pioneer's Path: Charlie Gilkey of Productive Flourishing
I've known
for a few years now, first connecting in person at an incredible retreat hosted by my friend Kristoffer “KC” Carter back in 2020, just before the pandemic changed everything. While I had been familiar with his productivity work prior to meeting him, spending time with Charlie revealed a depth to his character and thinking that goes far beyond what you might see on first glance at his productivity posts.Charlie stands out as one of the first established creators I knew who migrated his entire ecosystem—community, products, and business strategy—to Substack. He made this move long before most people I knew were even considering the platform. In many ways, Charlie was a pioneer, taking a significant risk by committing fully to Substack when it wasn't yet the obvious choice.
The magnitude of his decision can't be overstated. Moving a thriving business with established infrastructure to a new platform isn't something to be taken lightly. I'm sure the decision was carefully considered and strategically sound, but it still required courage to shift his entire operation to what was then a less-proven platform.
I joined Charlie's Substack community well before I was active on the platform myself, mostly to keep tabs on what he was doing from a distance. If I'm being completely honest, I still wasn't entirely convinced at that time. His move registered as interesting, but it didn't immediately change my thinking about Substack.
However, after reading Landon's article and making my own initial investment in the platform, I returned to examine Charlie's membership and publication,
with fresh eyes. Seeing how he had successfully implemented his strategy on Substack for several years by that point significantly reinforced my confidence in our decision. Charlie is exceptionally sharp, and I deeply trust and respect his approach to business. Witnessing someone of his caliber making Substack work at such a high level was powerful validation that we were making the right move.Charlie's early adoption and sustained success on the platform gave me a proven model to study and learn from. His willingness to lead the way—potentially years before the platform would reach its current popularity—cleared a path that made our own transition much smoother. For that foresight and indirect mentorship, I'm truly grateful.
Finding Our Community: Philip, Sinem, and Jari from Write Build Scale.
Shortly after making the decision to join Substack (thanks to Landon's influential post), I knew I needed a shortcut through the learning curve. One of my go-to strategies whenever entering a new space is simple but effective: ask people you respect who else you should be paying attention to.
So I sent Landon a direct message asking exactly that: "Who else should I be following on Substack?"
His recommendation changed everything. Landon suggested I join a mastermind with
, , and from . Taking that advice turned out to be the next critical decision in our Substack journey.The strategies they share through their publication have been fundamental to understanding how to navigate this platform effectively. All three of them have been incredibly generous with their knowledge. But more than just sharing tactics, they've actively supported our growth by engaging our content within their networks.
What I didn't expect was how the mastermind would introduce us to an entire community of fellow creators. These connections have helped amplify our message in ways we couldn't have achieved on our own. Some of these creators have even become members of our Sacred Business Network, creating a beautiful cross-pollination of communities.
Finding this smaller community within the larger Substack ecosystem so early in our journey was truly a game-changer. It provided not just practical knowledge but also a sense of belonging that made the platform feel like home much faster than it would have otherwise.
The combined expertise, and genuine support from Philip, Sinem, and Jari have been instrumental in our growth. Their willingness to share what works rather than guard their secrets shows what makes the Substack community special. I'm deeply grateful for their continued support and the foundation they helped us build here.
Notes Masters: The Creators Who Shaped Our Strategy
As we began exploring what was working well on Substack, we discovered several creators who were clearly excelling on the platform. Although we don't have personal relationships with all of them, their insights have been instrumental in shaping our approach.
of stands out as someone who dramatically shaped our understanding of how Notes fit into the Substack ecosystem. Her practical advice on leveraging Notes for growth was so valuable that we joined her paid community to gain deeper insights. Her strategies helped us see Notes not just as casual updates but as strategic connection points in our overall growth plan. This article also helped us get a more strategic understanding of Substack tags. also provides exceptional guidance on Notes structure and strategy. What I particularly appreciated about Wes's approach was his perspective on creating growth "flywheels" that connect Substack with other platforms like LinkedIn. Though LinkedIn isn't our primary focus, his ecosystem thinking helped us understand how different platforms can work together to amplify reach and engagement. offered practical, actionable advice about paid memberships and Notes that helped refine our approach. Her Notes Writer GPT was particularly interesting—while we didn't use it directly, studying her work informed the development of our system within Claude for Sacred Business Flow. Her insights on creating a distinct voice specifically for Substack Notes helped us establish our own presence in that format. (who was also a Sacred Business Stories guest) brought a different but equally valuable perspective. Her generous approach to community building resonated deeply with our values. The way she fosters genuine connection on the platform showed us how community engagement can be both authentic and strategic.What all these creators have in common is their willingness to share what works rather than keeping it secret. Their collective wisdom helped us avoid countless pitfalls and find our footing much faster than we could have on our own. In a space where growth advice is sometimes viewed skeptically, these individuals stand out for providing value that truly helps others succeed.
I'm certain I'm forgetting others who have influenced our Notes strategy along the way, but these creators deserve special recognition for the tangible impact they've had on our approach. Their generosity exemplifies what makes the Substack community special—people who succeed and then turn around to help others do the same.
The Art of Navigation: David McGillroy of How to Write for a Living
Sometimes the most influential insights come from unexpected sources. Though I don't know him personally,
from has significantly impacted our Substack approach in a specific and powerful way.I can't even recall exactly how I first discovered David's content. What I do remember is being immediately struck by his intelligence and thoughtful approach to the craft of writing. As an accomplished author of numerous fiction books, he brings a depth of experience to his Substack that's immediately apparent.
What transformed our approach to Substack was something that might seem minor but has proven incredibly powerful: his table of contents structure. Whether he wrote a specific article about creating an effective table of contents or I simply noticed his implementation (I honestly can't remember which), the impact was immediate and lasting.
We borrowed elements from his approach and combined them with our own strategy, incorporating our Nine Fundamental Frequencies of Sacred Business framework and creating a flywheel with our Harmony Map assessment. The result has become one of our most effective tools for deepening reader engagement.
This strategic table of contents has fundamentally changed how readers interact with our content. It's now common to see someone discover one of our essays or newsletter issues for the first time, then follow our carefully crafted content pathways to explore more deeply. Many readers end up "binging" our content in a single session, following the breadcrumbs we've laid through our table of contents design.
What makes this approach so effective is that it transforms a typically utilitarian feature into a strategic asset that serves both our readers and our business goals. Readers discover exactly what they need next in their journey, while we're able to guide them toward our core concepts and offerings in a natural, value-first way.
I'm deeply grateful to David for modeling this approach. It's a perfect example of how seemingly small tactics can create outsized results when implemented thoughtfully. While I should probably spend more time getting familiar with his full body of work and story, his influence on this one aspect of our Substack strategy has been undeniably valuable.
Creators Who Inspire: A Constellation of Substack Voices
Beyond our direct guides and influences, there's a broader constellation of Substack creators whose work continually inspires us. These are the publications that consistently provoke thought, spark new ideas, and exemplify what makes this platform special.
Michael Simmons of Blockbuster Blueprint
At the fascinating intersection of AI and human consciousness sits
. His explorations of how artificial intelligence can expand our capabilities and consciousness have been truly enlightening. What I particularly value about Michael's work is how he frames AI not as a replacement for human creativity but as a collaborative tool that can help us evolve and grow in unexpected ways.His recent collaborations with
have been especially compelling, opening up new conversations about how we might harness these emerging technologies while staying deeply rooted in our humanity. For anyone interested in navigating the future of AI with both practical insight and philosophical depth, Michael's publication is essential reading.Adam Grant: Mastery in Miniature
Though he hardly needs an introduction,
’s presence on Substack has been a continual source of inspiration. What particularly draws me to his work as it relates to Substack is the elegant structure of his Notes—typically just three thoughtful paragraphs that somehow manage to distill complex ideas into their essence without losing their depth.There's something almost meditative about the way Adam crafts these concise insights. They're small enough to digest in a moment but substantial enough to spark reflection that lasts for days. His approach to Notes has significantly influenced how I think about creating valuable content that respects readers' time while still delivering meaningful substance.
The Sacred Growth Club: Voices of Transformation
One of the most rewarding aspects of building our community on Substack has been watching members of our Sacred Growth Club find their own unique voices on this platform. These creators bring such diverse perspectives and wisdom to the table, and I'm continuously impressed by how they're showing up and sharing their gifts.
Check out:
with with Creatives SanctuaryWhy Substack Works For Us
What makes Substack different from other platforms we've tried is how well it aligns with what matters to us. On Substack:
Depth is valued over superficial engagement. Rather than optimizing for quick reactions, the platform rewards meaningful writing that connects on a deeper level.
We own our relationship with readers. Instead of renting attention through an algorithm, we can build direct connections that don't disappear with the next platform update.
Simplicity creates space for what matters. Without endless features and distractions, we can focus on what truly matters—the message and the people receiving it.
Long-form writing allows for nuance. We don't have to simplify complex ideas into soundbites.
This alignment between what we value and what the platform supports has allowed us to show up more authentically, which naturally attracts people who connect with our message.
The Changes We Didn't Expect
The most meaningful changes have happened beneath the surface. Our experience on Substack has:
Given us confidence in sharing our authentic voice
Reinforced our belief that business can be both meaningful and profitable
Helped us clarify our message through consistent writing
Connected us with partners and opportunities that align with our vision
Created a sustainable foundation for growth that doesn't depend on algorithm changes
This experience has reminded us that sometimes the less flashy choice leads to the most substantial results. When we focus on connection rather than just metrics, unexpected opportunities emerge.
Looking Forward: Growing with Intention
As we look to the future of our Substack journey, we're excited to deepen these connections even further. We're not just building a subscriber list—we're nurturing a community of people who share our vision of what's possible.
We're committed to continuing this path with intention, maintaining the quality of connection that has made this platform so special for us. Rather than rushing to grow bigger, we're focused on growing deeper—creating more meaningful engagement with the community we're fortunate to serve.
If you've been part of this journey with us, thank you for your presence. And if you're just discovering our work, welcome to a space where we're figuring things out together, one newsletter at a time.
The path isn't always straightforward, but finding the right channel to share our message has made all the difference. Our Substack journey has shown us that when we align with platforms that support our values, good things naturally follow.
With appreciation,
Phil & Carolina
Happenings
A Journey of Collective Vision
This past week, we experienced our first member-led workshop in the Sacred Business Network, "The Embodied Vision Portal," beautifully guided by artist and member,
.This remarkable event brought together a small group of members for an intimate experience of visualization, connection, and artistic creation.
Maria began by guiding us through a grounding meditation, helping everyone connect first with themselves, then with the collective energy of the group. Through her gentle guidance, we visualized a portal to our highest vision and stepped through it, experiencing the colors, sensations, and feelings of our dreams made manifest.
Here is the outcome of that experience:
Thank you to videography mentor
for capturing the timelapse video, and to Inge van de Graaf for contributing her beautiful voice to the project.For more on the transformational art experiences Maria creates, visit her on Substack at
.P.S. You can read all previous editions of the newsletter here, and you can upgrade your subscription here.
What’s next?
Carolina and I are ready to support you in creating a business that aligns with your heart's calling. Here's how we can help:
Discover Your Sacred Business Alignment (Free): Take the Harmony Map Assessment and read our Sacred Business Manifesto to understand where you are on your path and how to move forward with clarity and confidence. Perfect for entrepreneurs wanting to understand how everything in their business connects.
Read the Sacred Business Manifesto (Free): Learn the core principles of building a Sacred Business through our founding story and framework. See how we transformed our approach to business by understanding that everything is connected.
Sacred Business Network: Connect with heart-centered entrepreneurs who understand that success comes from alignment. Monthly connection circles, community workshops, and ongoing support through our private community space. Get the encouragement and collaboration you need to grow.
I got a little emotional reading this post. I knew that I was a part of you taking a look at Substack, but seeing how transformational that was got to me. I am so grateful to have been apart of this journey for you and love how you have taken the time to acknowledge the amazing people that have been a part of this journey for you. So many names listed here have been an influence on mine as well. I cannot wait to witness the impact you create this year.
Thanks so much for the mention! 😊🙏