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THE NEWSLETTER
Letters from a Friend
I chose not to have many friends. I write to the few I have.
Letters on how to deal with difficult people, hard decisions, and staying in control — the things I don’t post anywhere else. Join, and I’ll send you my book How to Deal With an NPC for free, right away.
WRITER · SERIAL SOLOPRENEUR · DIGITAL STRATEGIST
Staying in control
when everyone
around you isn't.
I’m Hud Lucas — I write and create content on human behavior, self-mastery, and the practical psychology of protecting your peace. My new book, How to Deal With an NPC, is out now.
WRITER · SERIAL SOLOPRENEUR · DIGITAL STRATEGIST
Staying in control
when everyone
around you isn't.
I’m Hud Lucas — I write and create content on human behavior, self-mastery, and the practical psychology of protecting your peace. My new book, How to Deal With an NPC, is out now.
WHO I AM
A student of people, before anything else.
I opened my first company at eighteen, managing social media for artists and business owners. From that front-row seat, I saw the same pattern play out over and over: ego, self-importance, and a hunger for validation that never seemed to end.
At twenty-nine, I decided to become the public figure myself. Within a few years I built an audience of over fourteen million people in Brazil — an experience that put me closer to envy, hostility, and criticism than I had ever been, and sent me deeper into the study of human behavior than I’d ever gone before.
I moved to Canada in 2020, founded Hud House, my social media agency, and now run multiple social media businesses. Today I write and create content on human behavior, self-mastery, and the practical psychology of staying in control of your own life.
- Content creator with over 14 million followers and 2 billion views
- Founder of Hud House, social media agency
- Author of How to Deal With an NPC (2026)
MY BOOK
How to Deal With an NPC
A Field Guide to Staying in Control When Everyone Around You Isn’t
Ten operating principles for protecting your peace — each one built on a real historical example (Genghis Khan, Abraham Lincoln, Marcus Aurelius, Nelson Mandela, and more), followed by exactly how to apply it this week.
- Law 1 — Know Yourself Before Anyone Else Tries To
- Law 2 — Assume Most People Are Not Thinking
- Law 3 — Accept That Some People Are Genuinely Dangerous
- Law 4 — Wear an Avatar for People Who Haven't Earned Your Real Self
- Law 5 — Study How to Master Yourself and How the World Works
- Law 6 — Build Something That Depends on No One but You
- Law 7 — Understanding Isn't Enough — Distance Is the Cure
- Law 8 — Don't Become What You're Studying
- Law 9 — For the People You Can't Cut Off, Minimize and Contain
- Law 10 — Guard the Few Who Tell You the Truth
GET IN TOUCH
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Daily content on human behavior, self-mastery, and staying in control.