If You Want To Find Your Edge, Pay Attention To What You Do When No One’s Making You
10 thoughts, ideas & creative finds on the work when no one's watching, the greatest wealth is not performing and why taste is the real edge
New here? Click HERE for why I write weekly letters & essays.
Hey Everyone,
We kicked off The Niche Is You community this year — designed to help you refine your work, build more intentionally, and create with conviction.
If you want to connect deeper (algorithm-free space), join our ever growing network of 100+ creatives, entrepreneurs, makers and path builders from around the world. You’ll get instant access to our private group chat, quarterly challenges & workshops, LIVE conversations with other well-known creators from around the world, and exclusive in-person events. Would love to have you in the room.
The Rundown — Here’s what I found over the course of this week that has helped me, inspired me or gave me some creative pushes…
On doing the invisible work — “It will feel heavier when you're building something the world hasn't seen before.” (—Matt Gottesman) — There’s a quiet weight to building what’s real. It’s the unseen part of the journey… the long hours, the spiritual shaping, the inner resolve when no one’s watching. This isn’t just about resilience… it’s about reverence. Choosing alignment when applause is absent. Walking with God even when clarity feels distant. Holding the vision not because it’s obvious but because it’s true. The world may not recognize it yet, but the weight isn’t punishment… it’s preparation. Because real work doesn’t just get built. It builds you. Before it’s meant to be seen… it’s meant to shape you
On why taste is the real edge — “Creativity is loud. Taste is quiet." (—Hayden Sahli) — This one hit with precision. The internet is overflowing with creativity… but that’s not what separates the greats. Taste is. Taste is the filter. The discernment. The invisible force behind work that feels iconic, not just impressive. Anyone can come up with ideas… but the real flex? Knowing which ones not to run with. The best creators aren’t always the most explosive… they’re the most intentional. They don’t chase noise… they trust nuance. Like Gabriel Moses or Waleed Labyrin, they’re not trying to do everything. They’re building worlds where every detail feels considered. Because while creativity might get your attention… taste is what earns your respect.
On why output isn’t linear, it’s leveraged — “What you do, who you do it with, and how you do it is way more important than how hard you work.” (— Naval Ravikant) — We’ve been conditioned to think in straight lines: put in X hours, get Y result. Naval brings up a great point… the real world doesn’t work that way. The grocery store owner working 12-hour days might hustle harder than a tech founder… but output isn’t measured in hours… it’s measured in leverage. And leverage isn’t just about tools… it’s about alignment. Your creativity. Your collaborators. Your timing. Your decisions. These are the variables that turn 1 hour into 100x results. And for knowledge workers, Naval offers a better model: think like an athlete. Train. Sprint. Rest. Reassess. Repeat. We’re not machines. We’re not built for 9-to-5 assembly lines. We’re built for impact… not just effort. So before you blame burnout on your hustle… ask if your energy is being directed at the right things, with the right people, in the right way.
On why your best work is born from desire and calling, not duty — Our best work is the work we find ourselves doing when there is no obligation to do so. (— Naval Ravikant) — Obligation may get things done, but it rarely produces greatness. The real magic happens when no one is asking, no one is watching, and you still want to do it. That’s where your soul speaks. That’s where curiosity turns into craft. This is a great reminder that it isn’t just about time or money… it’s about being pulled by something deeper than pressure. When you stop performing and start exploring, the work becomes play… and paradoxically, that’s when it becomes the most powerful. If you want to find your edge, pay attention to what you do when no one’s making you.
On redefining success through soul alignment — “If it costs you your soul, it’s not success..” — There’s a version of success the world praises… and a version your soul can actually live with. The two aren’t always the same. We’ve been taught to idolize outcomes: hustle, optics, accolades. But what happens when the trophies come… and peace doesn’t? In this episode, I unpack why success without alignment leads to burnout, disconnection, and spiritual fatigue. Because God doesn’t bless grind for grind’s sake… He honors obedience. The kind that walks in truth. The kind that builds with integrity. I explore how to redefine success through harmony with your values, your peace, and your purpose… not the applause. Legacy isn’t just what you leave behind… it’s what you carry while you’re here — My latest podcast on this can be found here (APPLE, SPOTIFY)
On why obsession is a feature, not a flaw — "Obsession isn’t about personality… it’s about wiring.” (— Jude Fredman) — For years, obsession has been misunderstood… written off as unhealthy, intense, or imbalanced. But neuroscience is telling a different story. Obsession activates three major networks in the brain: the salience network (which filters out the noise), the dopamine system (which rewards progress, not just outcomes), and the prefrontal cortex (which holds the vision and resists distraction). Together, they create a powerful trifecta: attention, pursuit, and resilience. The takeaway? You don’t need to apologize for your intensity… you need to train it. Pick one meaningful goal. Make it emotionally resonant. Cut the noise. Track the reps. And watch as your brain rewires itself around the mission. Obsession isn’t the problem… it’s the power. Used with intention, it’s how breakthroughs happen.
On becoming unstoppable through devotion — “They both never stopped learning… they put in all these hours of work to create an unstoppable internal resource.” (—Founders Podcast on Kobe & MJ) — Before the rings. Before the endorsements. Before the world took notice… there was just a kid and a stack of VHS tapes. Kobe Bryant didn’t idolize Jordan… he studied him. Obsessed over him. Watched every move, every nuance, over and over again. That’s not fan behavior… that’s founder energy. Obsession isn’t just intensity… it’s intimacy. It’s knowing your craft so deeply that it becomes instinct. It’s preparing in private so powerfully that you can execute in public without flinching. Kobe’s girlfriend once said their dates were just MJ film nights. That’s how locked in he was. And that’s the takeaway: your edge doesn’t come from talent alone… it comes from what you do when no one’s watching. Study the greats. Then surpass them. Because what you feed your mind in secret… becomes your fuel in the spotlight.
On reinventing yourself through bold conviction — “Dior was a nobody in his forties… with nothing in his design career to suggest genius.” (—Founders Podcast on Christian Dior) — The story of Christian Dior is proof that timing isn’t what matters… conviction is. He entered fashion late. Had no formal training. Carried more fear than credentials. But that didn’t stop him. Instead of letting doubt define him, he invented a new identity… not to fake it, but to rise into it. And with his very first collection, he created the most successful launch in fashion history. Dior didn’t try to fit in with postwar modesty. He broke it. Rejected the norms. And built something audacious enough to last generations. The lesson? You don’t need a perfect résumé. You need an unshakable belief in what wants to be built through you. The world doesn’t reward the most prepared… it remembers the most unapologetic.
On the wealth of not performing — “The most valuable personal finance asset is not needing to impress anyone.” (—Morgan Housel) — True wealth isn’t loud. It’s not the flex. It’s the freedom to not need one. In a world obsessed with signaling status, the real flex is sovereignty… choosing simplicity over spectacle, clarity over clout. Housel’s insight is more than financial advice… it’s a lifestyle filter. When you stop trying to impress, you start to build from what actually matters. Your goals get cleaner. Your decisions get lighter. And your money gets to serve you, not your ego. In a system designed to keep you comparing, the most rebellious thing you can do is opt out. That’s when wealth gets real — not when it’s shown, but when it’s self-defined.
Playlist — Morning jazzy & deep house kitchen mix — A great playlist from Jeje on YouTube of Chill House to work to… great for creating, designing, writing, computer work.
If You Want To Find Your Edge, Pay Attention To What You Do When No One’s Making You
That’s where the truth lives.
In the moments when no one’s asking, watching, applauding, or expecting anything… but you still show up.
Not out of pressure, but from presence.
Not for performance, but because something real inside of you refuses to stay quiet.
This week was a reminder that the real edge isn’t found in force… it’s found in frequency.
The quiet patterns.
The invisible work.
The decisions that look small on the outside but carry eternal weight on the inside.
Keep doing what moves you when no one’s looking. That’s the work that compounds. That’s the edge that can’t be copied.
The niche is you.
Until next week,
– Matt
P.S. If you found value in this week's insights, consider sharing this post with someone who might need this reminder about the power of individuality. ↙️
🔐 Consider becoming a paid subscriber…
My Substack is a “reader supported” publication. Please consider becoming a “paid subscriber” which will give you access to 1.) exclusive subscriber-only content, 2.) podcast episodes, 3.) membership in a creative community, 4.) access to our private community chat feature, 5.) Q&A’s & LIVEs, 6.) Quarterly workshops, and 7.) early access & discounts to books, apparel, events, workshops & more.
I am truly grateful for you supporting my journey while I support yours.
Not a reader? Follow along below:
Was this newsletter forwarded to you? Sign Up
Connect With Me…
☼ Podcast
☼ Apparel
☼ Text Me
☼ Instagram
☼ Twitter
In the meantime, tell your friends!
So good.. 8 and 9 are my favorite this week.