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Rebecca Lindell spent three decades writing for other people. On what the Substack algorithm gave her and took back, the push for growth that backfired, and what she’s really building.

Olga joined a Swiss children's shop with no standout product. Within its first year, one soft-play line – IGLU – took Little Homeshop to 15,000 monthly visitors and 2,000 paying customers. The growth came not from a single channel, but from making several work together – and from a hard lesson about why big-follower influencers sold nothing.