He Started a Newsletter as an Experiment. 7,000 Subscribers Later, He Pivoted It. | Dexter Zhuang

In January 2023, Dexter Zhuang published the first issue of his newsletter. It was literally just survey results - 75 Singapore expats answering questions about how they invest their money. He had no idea if anyone would care.

Two years later, the newsletter had grown to 7,000+ subscribers, hosted real-life meetups in Singapore where almost everyone in the room had just quit their job, and pivoted its entire brand from Money Abroad to Portfolio Path. Some subscribers left. Some came back specifically for the new direction.

Dexter is a fractional product leader and former Dropbox operator who treats everything - including his newsletter - as an experiment. In this conversation, we talk about how he used audience surveys to build something people actually wanted, what it felt like to pivot a growing brand mid-journey, and why it takes longer than you think even when it's working.

 

 

TIMESTAMPS

 

(00:00) Introduction

(02:02) Starting a newsletter as an experiment 

(06:11) Pivoting the newsletter 

(11:10) Reviewing Dexter's past content 

(16:26) Insecurities when building the newsletter 

(20:49) Content is a stepping stone for the audience 

(23:24) Conducting surveys with your audience 

(30:52) Underrated parts of building a newsletter 

(37:26) Actionable Takeaways 

CONNECT WITH DEXTER ZHUANG

 

Newsletter: https://www.theportfoliopath.com/subscribe 

Website: https://www.dexterzhuang.com 

LinkedIn: https://www.linkedin.com/in/dexterzhuang 

CONNECT WITH CHERYL LAU

 

Website: https://cheryllau.com 

YouTube: https://www.youtube.com/@cheryltheory 

Instagram: https://www.instagram.com/cheryltheory

LinkedIn: https://www.linkedin.com/in/cheryllau

WORK WITH CHERYL LAU

 

I produce distinctive and deeply resonant podcasts for leaders and organizations who want their content to command attention, spark meaningful conversations, and attract high-value opportunities.

I ensure your podcast isn't just another show in the feed - it's an asset that elevates your authority and moves your work forward.

Here are 3 ways we can work together:

✨ 1:1 Editorial Podcast Production

✨ Corporate Podcast Producing & Consulting

✨ Hosting for Corporate Shows

 

Schedule a discovery call for us to explore what working together might look like: https://cheryllau.com/discovery

CONTACT

 

Please email [email protected] for business inquiries.