To See It, Be It

For five years, the co-founder and former CEO of Lessonly, Max Yoder, sent out mass emails to his community on Wednesdays. His goal was simple: Share what he was learning in work and life.

These emails were quickly dubbed “Max’s notes,” and they were in high demand. People shared snippets of them on LinkedIn regularly. Lessonly teammates raved about them. These notes were impactful and valuable—and they desperately needed to be turned into something more tangible.

Enter To See It, Be It, a short book and a hand-picked collection of Max’s 25 favorite notes. It’s an exclusive sequel to Max’s original book, Do Better Work.

Hello Liftoff’s founder, Olivia, served as the primary editor, note-wrangler, and project manager for the creation and promotion of this book during late 2020 and into 2021. To this day, it’s one of her favorite projects she’s ever worked on. Below is some of the social, web, and print collateral Olivia wrote for this project.

Please note: This was a collaborative (and miraculously, fully-remote) effort. Huge shoutout to Helen Gardner for book design, Ben Battaglia for the original idea of a book, Kyle Lacy for his leadership and support, and Max himself for writing with authenticity, grace, and gusto.

Client: Lessonly

Year: 2020-2021