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Hi, I'm Serena Alfaro.

Real notes from someone figuring it out anyway.

The Dispatch: Life, parenting through the hard stuff, building something before the circumstances are ideal.

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Featured Post

what your intake form reveals before I read it

The Dispatch | Issue 03 The first thing I do when an intake comes in isn't read it top to bottom. I scan it. Before I get to a single answer, I'm already picking up signals. What platforms did they check? Just Instagram, or five of them with none prioritized? How long have they been in business versus how long they've been "active" online? What's their price point, and does their content presence match it? A $5,000 offer with no consistent content is a very different problem than a $55/hour...

about 1 month ago • 3 min read
Beige Neutral Typing at Standing Desk with Beige Lamp

The Dispatch | 02 Content consistency is a systems problem, not a motivation problem The first thing most people tell me when they reach out is some version of the same thing. "I just need to be more consistent." Or: "I have ADHD, so discipline is hard for me." Or: "I know what I want to say, I just never actually post it." It sounds like a motivation problem. It feels like a motivation problem. So they go looking for motivation solutions, posting schedules, content challenges, accountability...

about 2 months ago • 3 min read

The Dispatch A quick note: this newsletter used to be called Free Game, named after Virgil Abloh's open-source resource site, which felt right at the time. It's been renamed. This is The Dispatch now, and it's doing something a little different. More on that below. 2025 was a lot. Here's where things landed. Some of you have been on this list since the Nueva Luxe days. Some of you signed up when I was pregnant and writing about what came next. Some of you are brand new. Either way, hi. I'm...

2 months ago • 3 min read