Here's what happens to most of our good ideas: they arrive perfect and urgent and shimmering with possibility, then immediately get murdered by friction.

You're in the shower and suddenly you know exactly what you want to say about that client problem everyone's facing. The insight is so clear you can practically see the post writing itself. But by the time you've toweled off, found your phone, opened the app, and stared at that cursor blinking in the empty text box, something has already died. The idea is still there (technically), but now it feels work-y.

Now it needs to be formatted and captioned and subtitled and reconsidered and maybe this isn't the right time anyway and should it be a carousel or a video and what if it doesn't land and—

Dead. Another casualty of the thirty-seven steps between spark and sharing.

I used to lose ideas this way all the time. Shower thoughts, walking insights, those perfect moments of clarity that arrive during boring client calls — all of them strangled by the elaborate ritual required to actually do something with them. From idea to published post took me thirty-five minutes on a good day. Most ideas didn't survive the journey.

Here's what I realized: creativity and friction are natural enemies. The more steps you place between inspiration and execution, the more likely you are to kill the thing that made the idea worth having in the first place.

So I hired Heart. Virtual assistant. When I have an idea now, I voice-memo it to her. 30 seconds later, I'm done. Sarah handles the formatting, the scheduling, the captioning, the dozen micro-decisions that used to drain all the juice from the original thought.

35 minutes became two. More importantly, my ideas stay alive long enough to actually help people.

Your version might look different. Maybe it's a custom chatbot that knows your voice. Maybe it's an Airtable base that connects to all your publishing tools so one input populates everywhere. Maybe it's just reorganizing your phone so Instagram is right there on your home screen instead of buried in a folder called "Social Stuff."

The tool doesn't matter. The principle does: if there's something you need to do regularly but hate doing, your job is to remove every possible obstacle between you and doing it. Make it so easy you can do it half-awake. Make it so fast you finish before the resistance kicks in.

Takeaway
Your creativity isn't the problem. The friction between your brain and the world is killing your best work before it gets the chance to live.

Voice-memoing random thoughts to Heart at weird hours,

Jamie