Last Thursday, I killed my paid newsletter, the Magnetic Content Masterclass.

I sent 90 weekly editions, grossing over 6 figures in 21 months.

On paper, it was a fantastic asset. High leverage. Useful. Simple to write.

So let me explain why it finished.

Scale or stop?

MCM was a weekly report where I would find 5 great social media posts, distil the copywriting and branding principles, then create prompts and templates.

I wanted to help entrepreneurs create quality content to attract more clients.

But during the summer, I’d been wrestling with the decision to scale MCM or shut it down.

Why?

Because I felt spread thin.

I’d made the delivery as smooth as possible—integrating AI and systemising every step.

But I rarely promoted the product. I knew if I committed, it could become a fantastic revenue source.

“You have no reason to not scale this.” I thought, so began to make plans.

But then three things changed.

First, I started writing my book. Second, I started recording YouTube videos.

Third, I started listening more to my intuition.

And it was screaming at me to wake up.

Because logically, I could justify why MCM deserved more time.

But I was ignoring how I felt.

See, I want to be an author.

To drag that dream into reality, I need to do three things:

1. Write books
2. Build a stronger reputation
3. Work with people (because empathy is the key to great writing)

Deep down, I knew MCM was out of alignment.

But I ignored this voice. I was too scared to stop because it was a ‘secure thing’.

Each time I came close to quitting, my monkey mind would whisper, “Imagine if you 10x the subscribers. Don’t throw away this good opportunity.”

But here’s the truth:

To get what you want, you must be willing to burn things down.

I learned this lesson as a dentist.

It’s too easy to let yourself get distracted.

Especially when money, status, and safety get involved.

We say things like, “Once I do X, I’ll have time for Y.”

But this pattern of thinking is fear masquerading as ‘good judgement’. After all, pursuing your deeper purpose is terrifying.

What if you fail? What if you look stupid? What if you were wrong?

But life is too short to live lukewarm.

And you will never get what you deserve by playing it safe.

3 questions that helped me pull the trigger:

• Is this catapulting me toward my goal? (no)
• Do I want to be doing this in 3 years? (not really)
• What would the most courageous version of myself do? (swing for the books)

So here I am, writing this funeral email.

So was MCM a waste of time?

Hell no.

The feedback was fantastic, so I’m hoping I created a few fans along the way.

Plus, it taught me a tonne about creating quality content (the teacher learns the most).

I deconstructed 400 pieces of content in under 2 years.

So that’s a hell of a lot of writing inspiration.

I know I’ll revisit the backlog often. Otherwise, I’m excited to share the next steps of the journey with you.

I’m convinced focus is the ultimate game of life.

Let’s see how it goes,

Kieran