Was this sent to you? Subscribe here so you don't miss the next one.
Dept. Dispatch #005
Filed Under: The Woman Who Turned Buyer Psychology Into a 7-Figure Weapon
Status Report: Unbalanced LinkedIn. Coffee-induced visions. Mild identity crisis. All systems go.
YELO! Reader
It’s 6:12 a.m. in India. The sun is already angry. The coffee’s not working. I’ve rewritten this intro three times and still haven’t figured out if I’m delirious or inspired. Possibly both.
This dispatch was supposed to be short. A neat update. A little insight here, a framework there. But then—somewhere between Day 18 of my Info Sprint and an ungodly caffeine-to-water ratio—I stumbled onto something.
Something odd. Something sharp.
A gap. A question. A pattern.
Why does the knowledge business, for all its buzzwords and billion-dollar valuations, still feel… old?
Outdated.
Heavy.
We talk a lot about “sharing what you know.”
But we rarely ask the much weirder, much more important question:
Why does anyone buy what you know?
Enter: Her.
A creator who didn’t just build a business—
She built a system based on buying behavior.
No trends. No hacks. Just human psychology, wielded like a lightsaber.
And if you have been her before you know I don’t do things halfway and short
if you are new here, may GOD help you and I hope you don’t have Gold Fish Attention spans.
Smell the metaphorical ink. Share it if you survive.
And if it moves you in any way—let me know. I’m lurking on LinkedIn, X, and Instagram. Probably too much.
📂 ICYMI: Filed Reports
Missed this week’s research drops? Here’s what’s bubbling:
🎚️ Creators should stop building online courses now
Before you film another talking-head module, read this confessional. It’s not a takedown. It’s a wake-up call—backed by hard-won scars and second chances.
👉 Read it here
💪 The Ultimate Guide to Info Product Strategy
No, this isn’t another 10-step funnel guide. It’s a messy, explosive lab manual for turning your brain into a business—without frying it.
👉 Read it here
🗡️ How to kill your Info Product (& save it)
Before you launch into Canva slides and Kajabi dashboards, here’s the sh*tstorm checklist nobody warned you about—but should’ve.
👉 Read it here
🚨 Don’t Teach.
Most creators build info products like classrooms. But audiences buy like escape artists. It’s time to flip the script.
👉 Read it here
Back in 2021, she dropped a Twitter thread that reprogrammed marketing brains.
It didn’t just go viral. It rewired people.
She wasn’t teaching “content strategy” or “build in public” or any of the typical creator gospel.
She was talking about something far more dangerous:
Buyer psychology.
Not in the “write a better hook” kind of way.
In the “get so close to your customer, they assume you read their mind” kind of way.
While other creators were:
recording 27-module courses nobody asked for,
setting up 14-email funnels that nobody read,
praying to the Algorithm God...
Asking customers what they really wanted.
Reading between their complaints.
Understanding how real people actually make purchase decisions—and then reverse-engineering entire product ecosystems around that.
And it worked. Like… 7-figures worked.
So I did the reasonable thing:
- Consumed 100+ hours of her stuff
- Questioned my life choices
- Built a full psychological map of her product strategy
- And accidentally drank jasmine tea thinking it was coffee
The result?
A full-blown narrative case file on how to design demand like her.
Not by guessing.
By listening.
Reading it may cause professional clarity and mild paranoia.
🕵️♂️ Get the full blueprint in this week’s deep dive:
📡 Proof of Work: Two Posts Enter a Platform. One Leaves with Dignity.
While this case was unraveling, I ran a small field test of my own.
Two posts.
Same message. Same topic.
Wildly different outcomes.
Exhibit A:
A thought-leader style repost under Jay Clouse’s LinkedIn post.
Formal tone.
Detailed mental model.
Authority by association.
Exhibit B:
Same message, new voice.
Sharper hook.
My personal story + a real client win.
Results?
- Exhibit A: 237 impressions. 2 reactions.
- Exhibit B: 317 impressions. 24 reactions.
Not groundbreaking by algorithmic standards, but telling.
Very telling.
🧪 Big Finding this week?
It revealed something obvious we tend to ignore:
People don’t want teachers.
They want interpreters.
They’re not seeking direction—they’re seeking reflection. Someone who’ll walk beside them, point at the weirdness, and say, “That. That’s the thing you’re missing.”
Not an expert on a pedestal.
A mirror in motion.
The difference between posts wasn’t the idea.
It was the proximity.
One tried to sound smart.
The other tried to sound with you.
Now I know which one wins.
🔍 Inside the Dept.: Ghosts, Geniuses, and What I’m Actually Building
Outside of the research spiral, I’ve been assembling something.
Something weird.
Something necessary.
Because I keep meeting brilliant minds who are too close to their own brilliance.
Their Notion doc is bursting at the seams. Their clients love them. But their products?
They feel like a chore.
A half-baked course in Canva waiting to be regretfully filmed.
So I’ve been testing an antidote:
Co-created Knowledge Assets.
This isn’t ghostwriting.
It’s not “send me your scribbles and I’ll figure it out.”
It’s extraction + architecture + clarity, built with you—not for a hypothetical funnel that converts in theory but confuses in practice.
Right now, I’m quietly piloting this system with a few folks who are:
- Too busy to build
- Too burnt out to translate
- Too sharp to settle for templated junk
And while I’m at it, I’m also:
- Rewriting the newsletter landing page (finally)
- Swapping out lead magnets like Pokémon
- Designing a research drop on the real state of the knowledge economy
- Avoiding social media like it’s radioactive
- Building the Company page for The Info Creator Dept on LinkedIn.
If this works, it becomes the engine behind everything.
If not, I’ll rebrand it as a cautionary tale and sell the case study.
Either way, the story continues.
🗣️ Help Me Build This Thing
I don’t want this newsletter to become another dusty email you skim while pretending to read Slack.
I want it to feel like a surveillance tape from the edge of the creator economy.
A story unfolding in real time.
Half case study, half fever dream.
So help me calibrate.
What do you want more of?
- Behind-the-scenes chaos?
- Case studies like this one?
- More failures, fewer filters?
- Spicy takes on the creator economy?
Reply. Drop a DM. Send a pigeon.
If we’re going to survive this industry and build something real, we need new systems. New rituals. New stories.
This dispatch was one attempt.
More are coming.
Probably messier. Hopefully sharper.
Until then—
I’m building this between the margins, and your signal helps me steer the ship.
This is only Day 23.
But it already feels like we’re onto something.
Stay weird. Stay curious.
And for the love of god, stop selling your brain like it’s iced tea at a startup expo.
—Sudhanshu "caffein OD'd" Pai
Chief Info Creator.
PS - If you've gotten any value from this newsletter, I'd be honored if you'd leave a testimonial so others know this content is valuable.
Did someone forward this to you? Get the free invite here.
