"Buy from your friends. Get free stuff from strangers." The people you care about shouldn't have to become famous before you become their customer.

Hey Reader,

I saw that quote this week that stopped me in my tracks.
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It's one of those quotes that makes you realize your spending habits and your values don't always align.

We happily use the discount code from an influencer we've never met. We'll spend an hour saving $12 from someone we've never met...while forgetting to spend $40 with someone who once helped us move.

Our friend launches a business...and subconsciously we think, "I'll get around to it eventually."

Here's the weird part: Research suggests we're often less likely to actively support our actual friends online than strangers. We scroll, lurk, assume they'll be fine, and keep moving. The people closest to us often get the least intentional support.

The irony is that we'll spend money supporting billion-dollar companies without thinking twice.

When you buy from a friend, you're not just buying the thing.

You're buying encouragement. Momentum. "I believe in you" before everyone else does. An early believer...what they need the most. Early customers are emotionally different than customer #8,000.

Every successful business has a handful of people who bought before it was obvious. Your friends deserve that version of you.

A quick word from the sponsor that keeps this newsletter free: The 1440. Unbiased news, what a concept ;)

The Friend: Your town

One of my favorite things about living in Larchmont (Los Angeles, I realize this has confused some east coasters who live in an entirely different Larchmont) is watching neighbors quietly support each other.
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I can't even count the number of friends who have business and creative projects that have launched in the past year.
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I imagine this is the same everywhere, but if you're not conscious of it, you may be missing the opportunity to support your friends and neighbors.

🛠️ The Fix

Here's a simple challenge:

Open Instagram. Scroll until you find a friend building something.

Don't just hit like.

Buy the book. Order the cookies. Hire the consultant. Share the Kickstarter. Send the referral.

The biggest difference between strangers and friends shouldn't be who gets your attention.

It should be who gets your business.

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​🎁 The Reco: Tortuga Backpacks

A backpack you'll actually use.

My friend Jeremy's company, Tortuga, has one of the best new backpacks on the market, and because he's my close friend I didn't wait to ask. I just volunteered to put it in the newsletter. Partly out of friendship, but also because objectively the backpacks rock.
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The new version is called the Superlite. It's the lightest and strongest travel backpack ever. If you hate checking bags and don't want to choose between light and strong, this is for you.

There's only one day left in his Kickstarter campaign. They recently blew past their goals and I'd love for him to finish strong and for some of you to come away with an awesome deal on a backpack you need.
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Sometimes friendship isn't about finding more time.

It's about having your bag packed when opportunity shows up.

Until next Monday,

Matt Ritter, The Friendship Guy

“Friendship is the original life hack.”

🎧 Listen to The Buddy System on Audible​

⏩ Forward this to someone you wanna travel with. They can join the Friendship Challenge here.