What the fuss is all about?


My name is Evgeny. I’m an editor and founder at Lepekhin Studio.

I run a small design studio of my own and write for brands. Beside that I have a few side projects: my blog and this newsletter about writing, sound life attitude, and management.

A short note: I’m not a native speaker, so if you run into typos, spelling or grammar mistakes in my post and newsletters, don’t be hard on me. I welcome any corrections and feedback here → evgeny@lepekhin.me

What’s my Substack about in one sentence

It’s about how writing and critical thinking helps me in managing myself and my studio, keeping my mind and soul calm, leading teams and building healthy communication and processes inside them. It’s also about how to keep you mind intact when the world is on fire.

If you’re looking for a place with sound ideas, clear reasoning and common sense in these trying times, you’ve come to the right place.

Why I started this Substack

I worked as a freelance writer and editor on various projects for 5 years, and the editorial approach to work has dramatically shaped my personality, my life vision and attitude.

Writing is what I do most of the time, I manage teams through writing messages, I sell through writing presentations for my clients, I plan my trips and set goals through writing, too.

I don’t believe some shitty text itself can do a trick. But a clear, thought-through, succinct, and relevant one can. So, literally, I see the mission of my Substack as this:

To share my experience in writing and editing with you, so you could see and unleash the power of writing—this great tool and gift the man has.

What I promise

This newsletter is a journey. I don’t know where it’s going and what will happen with this project in a month or a year. I feel like writing in English, so be it.

Though, my English is not perfect, but it’s good enough to be understood. So I can’t promise there won’t be any mistakes in my letters. I also can’t promise that I won’t change the format of the emails if I find a better one. I can’t promise I will not add new topics and sections if I explore something that’s worth sharing with you.

But no matter what, I promise that each edition will be fresh and worthy of your attention.

Twice a month I share my insights on writing, management, and leadership

Life should never daunt you. Never be daunted. It’s the secret of my success. I’ve never been daunted. Never been daunted in public.

Ernest Hemingway, 1899−1961

Subscribe to Russian Rules

Twice a month I share my insights on writing, management, and leadership. Lots of swearing and common sense.


I'm an editor. I think, type and drink coffee. Here I share my thoughts on writing, leadership, life attitude, and everything I find interesting.