47 Minutes (And an Invitation!)
Nov 04, 2026
My friend Adam recently shared a piece of marketing advice with me.
In a world of one-minute clips, endless scrolling, and people fighting for a few seconds of our attention, there's apparently a magic number.
47 minutes.
If you can establish yourself as enough of an expert in your field that someone willingly spends 47 minutes watching you talk online, you've essentially earned yourself a follower.
I'm not sure how I feel about that.
I never got into the whole social media thing. It gives me anxiety, and I have no desire to spend my days chopping my thoughts into 30-second clips to appease an algorithm. I'm a long-form kind of girl.
But those 47 minutes have been haunting me a little, especially since I've just returned from our second season of Azamra Breathwork Training.
Five extraordinary days, stretching from early morning well into the evening, spent learning, practicing, breathing, questioning, laughing, crying, and witnessing the kind of transformation that doesn't happen when we're watching the clock.
And then I came home to our eighth Vessel cohort, which is, quite frankly, stunning.
Students who are spending hours watching lectures, showing up for Q&A calls, doing homework, meditating, and filling our WhatsApp group with conversations so thoughtful, nuanced, and occasionally deliciously uncomfortable that I find myself thinking about them long after we've finished.
I keep looking around at the people I get to spend my days with and wondering, how on earth did I get this lucky?
CEOs. Parents. Entrepreneurs. Teachers. People doing extraordinary things in the world. People accomplished enough to have answers, and curious enough to keep asking questions.
So the 47-minute thing, however clever as a marketing strategy, isn't really doing it for me.
You're not giving me 47 minutes. We're engaged for hours. Days. In some cases, years.
It isn't a give and take. You're not handing me your attention; you're receiving something real, and you're investing it in yourself.
You're not looking for another sound bite to fill an empty space in your day. You're looking to learn, question, grow, and transform.
And seeking requires humility. The willingness to acknowledge that we don't know everything, to explore ideas that challenge what we believe, and to stay with a question long enough for something meaningful to emerge.
It's not always comfortable, and it rarely fits into a 30-second reel.
Which leads me to ask,
What are we even trying to build? An audience? Engagement? Thousands of followers?
I don't think I want followers.
I want to surround myself with seekers.
People who can disagree without disconnecting. Who value a good question as much as a good answer. Who understand that there's always another layer to discover.
That's what I witnessed at Azamra, what I'm watching unfold in Vessel, and what I cherish about this little corner of the internet we've built here.
We're not here for feel-good sound bites. We're here with real stories, real lives, and real questions, and we're willing to sit with them. Long form.
Which brings me to something I'm excited I finally get to share.
Some time ago, I hosted an incredible parenting expert on a bonus Vessel Q&A call. The response was extraordinary, and I've wanted him to teach his content in a longer format ever since.
Well, he finally is!
He's preparing to launch a course specifically for parents navigating the teenage years, and I'm working on arranging special access for our community.
If you've ever wondered how to stay connected to a teenager who's determined to push you away, how to navigate the endless negotiations, or how to parent a growing human being whose choices you can no longer control, this is going to be particularly relevant.
Because if there's anything that cannot be solved in a 30-second reel, it's parenting teenagers.
I can't wait to share more in the next week or two, but in the meantime, be the first to know:
Skip the 30-second reel, the one-minute clip, and the endless parade of sound bites competing for your attention.
When was the last time you spent even 30 seconds contemplating something truly valuable?
Not consuming information. Not scrolling through someone else's thoughts. Actually sitting with your own.
What about a full minute?
And what about 47 minutes dedicated to understanding yourself, challenging something you believe, or deliberately becoming the kind of person you want to be?
We spend so much time deciding what deserves our attention that I wonder whether we've forgotten to ask a far more important question:
Is your life valuable enough to deserve 47 minutes of your own attention?
Not because someone has figured out how to keep you watching, but because you've decided that who you're becoming is worth the investment.
I certainly think so.
To help you along the journey, here's a Vessel card you get to contemplate this morning:
I'd love to hear what comes up for you! Feel free to respond with what you learn.
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A quick update on the Vessel card decks!
The full shipment is scheduled to arrive in time for Chanukah, and you can be sure you'll hear from me the moment they're available to order.
And I have a beautiful little surprise planned for the first 100 orders. :-)
In the meantime, advance decks have already made their way into some of your hands, and the feedback has been absolutely stunning. Watching these cards come to life in your homes and conversations has been such a joy.
I can't wait for the rest of you to experience them!
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