"I'M THE TYPE OF PERSON WHO…"

Summary from the TLDR Founders newsletter

Identity drives behavior more powerfully than goals - you become "the type of person who ships code daily" then actually ships daily, not the other way around. The author quit smoking by declaring himself a non-smoker first, then acting accordingly, and now deliberately cultivates 50+ identities from "publishes imperfect art" to "returns shopping carts" - each one chosen rather than accidentally accumulated through habit. For startups, this means replacing goals with identity: instead of trying to reach product-market fit, become "the type of founder who talks to customers daily"; and instead of trying to raise funding, become "the type of CEO who builds inevitable companies" - because once you define who you are, the actions follow automatically.