‘I find a newsletter personal — more personal than a blog,’ Dougherty says. ‘It is addressed to you. It’s also a ritual in a sense. I wanted it to have that feeling of, it’s coming to you in a place you’re going to check. This is an email that doesn’t ask you to do anything. A lot of emails come from your boss or a spouse or a parent and they’re asking for something. This just asks to be enjoyed.’