14 years of business advice in 44 minutes

An unfiltered, deeply personal, and wildly insightful interview on business, consciousness, and the future of online education.

“People would be like, ‘You have no life, you have no other interest.’ I’m like, ‘Yeah, I genuinely just don’t care about anything else. I’m obsessed with this.’”

Once you have that kind of obsession—where you’re waking up at 4 AM, doing the work, and not looking for shortcuts—you’re unstoppable.

But here’s the thing: the default mode in business seems to be “it needs to be hard.”

I want people to know it doesn’t have to be. You can actually make it exciting and fun.

Evelyn Weiss opens up in this raw and unfiltered interview about:

• How building her business humbled and transformed her

• Why emotional regulation and self-management are the true “secret skills”

• The future of online education—and how AI is cleaning up the industry

• The inner fears, turning points, and vision that shaped her life

• And the deeply personal motivations behind it all—from motherhood to meaning

I have to overcome myself so many times. And I realized how small-minded and ungrateful of a human being I was—because this business has humbled me in so many ways.

The number one way it’s changed me is that it humbled me. It forced me to see how much preference, prejudice, and entitlement I had. Going through building this—it humbled me so much that now I’m just grateful.

It also taught me emotional regulation, because that’s part of it, right? When you’re so close, you don’t understand how monkey-minded you are—how much you’re just thinking inside your box.

To overcome this, you actually have to become a lot more mindful and present. It taught me to create cognitive distance between what I’d call my higher self—and my monkey mind. And that distance allowed me to emotionally regulate.

And the third thing, which ties into that, is once you can emotionally regulate, you can manage your energy better. Like, you start working with yourself. You can navigate your inner weather. You can make the sunshine by how you’re framing things.

You can source an incredible amount of energy that’s already within you—but that you’re blocking because of all those preferences, stories, and entitlements.

Once you can let go of that, emotional regulation gets easier. And once that clicks, you can work with your own energy and tap into an almost infinite amount.

So yeah—those are the three big ways building this business made me a better person:

#1: Humility

#2: Emotional regulation

#3: Energy management

I help with offers, ads, funnels and emails.

Since 2020, I’ve generated $7M+ with 30k paid members, won the Two Comma Club Award, ranked 4th in Hormozi’s 100 challenge ($247k in 90 days), and secured 2nd place in the first-ever Skool™ Games with my partner Jessa ($81k MRR in 30 days). Known as the Facebook™ and Instagram™ ads expert with 1.5M€ invested, I’m excited to help you with these challenges. Check out my YouTube to learn for free, join my Skool™ waitlist, or apply for my mastermind.

I help with offers, ads, funnels and emails.

Since 2020, I’ve generated $7M+ with 30k paid members, won the Two Comma Club Award, ranked 4th in Hormozi’s 100 challenge ($247k in 90 days), and secured 2nd place in the first-ever Skool Games with my partner Jessa ($81k MRR in 30 days). Known as the Facebook™ and Instagram™ ads expert with 1.5M€ invested, I’m excited to help you with these challenges. Check out my YouTube to learn for free, join my skool waitlist, or apply for my mastermind.

There were many small moments.

There was one situation—actually from the desire to protect somebody that I really loved—where I was shooting very fast fire. And I still remember that moment. When I saw it—when I decided to shoot fast fire because I wanted to protect someone—how much that backfired. And how much pain it caused me to undo this situation.

And I was at a point where I had to make a decision. I could’ve justified my actions, to be frank, because the other person involved was horrible—from a kind of objective perspective. But it would have not served me at all to not take responsibility there.

That was the first moment where I really woke up to: there’s nothing to gain with you trying to build an argument for why you had the moral high ground.

From that moment—more than any point in my life—I realized what it means to keep your side of the street clean. And I never wanted to feel like that again.

That was kind of the first awakening to how much drama I was creating, because I was shooting so fast fire. And when you have that pain, and you’re actually taking that step where you are overcoming your ego and stop being defensive and you start owning—then you’re opening yourself up to the possibility of owning a lot more, a lot quicker.

Because ultimately, you realize: while it’s painful in that first moment, it’s ultimately setting you free. To say: this is my fault, and this is my fault, and this is my risk.

Because everything that’s your fault is your responsibility, and it’s within the course of what you can influence.

That was really a huge one.

And then it just comes in smaller chunks, right? So I always feel like you get the package that you’re ready to receive. And with every package I receive, I’m like, Oh—there’s still a lot of work to do.

So by no means do I want to say like—I’m finished with this. But looking back over the last few years, there has been significant progress.

Ownership gives you freedom.
Detachment gives you freedom.
Letting go of preference gives you freedom.

Patience and presence is my go-to that I want to conquer right now.

I’ve reached a point of confidence where I know I can market and sell everything. But, you know, marketing is just a part of a business. The fulfillment. The delivery. The experience that you create—all of that, if you want to do something outstanding, it takes a much, much longer time to build.

And it also needs slow months from a revenue perspective, because your attention needs to be somewhere else.

So, it’s being present enough to have the patience with this, and to really bring this very big vision to life. That’s the current bone I’m chewing on.

I have so many thoughts.

I think we’re really in a change. And for the whole year of 2023, 2024—I couldn’t really see it through. I could just feel the massive seismic shift that was going on.

And it was not just the 2020 sales fading out. There was a bigger shift in society going on.

I think also with AI… and you know, AI is almost like the next version of the internet, if you want. It liberates people to do more with who they are just now.

So if you are an educator—like a lot of online coaches, course creators, etc.—like how our industry is, you know, we… we’re basically… a lot of us were getting paid to Google. And now it has become easier to Google yourself—because you can actually talk to an AI.

So it’s basically like—a lot of that has been replaced.

For a long time, there was the excitement… all of that was kind of gone. And we could only see the same offers, everything again. There was not a lot of innovation.

But we saw the shift towards the relationships, the communities, etc. again.

And now I feel that I fully understood—that where it’s going is: productizing experience.

Because it’s something that no AI can ever have—a human experience.

So, deliberately exposing yourself to challenging experiences, so you can productize it for others—because they can then conveniently follow your path.

I think that’s the future of our industry. And I feel really strongly about that.

I think the direction is that we will see a lot of cleanup happening.

So a lot of the people who were like “a better Google”—that always held back—I have this saying: If you’re afraid to give away the farm, you have not found the farm yet.

The scarcity mindset—AI de-platformed that scarcity mindset more than ever, right?

Because I mean, there were people who wanted to charge for their “ideal client” process, right? And so there’s one thing to charge for it because you’re actually doing it with people, and you’re spending the time, and you’re there servicing it.

But just for the pure information? Like, how do you justify that?

And so I think a lot of people who were gatekeeping—just sheer information—not even resulting from their genuine experience (or if anything, resulting from their experience and their experience only, not helping a ton of other people to put it to the test)… I think those days will be gone. And there will be a massive cleanup in this regard.

I also think we’ll see a massive cleanup based on government and regulating bodies coming in—like really hot. Compliance will be a big topic.

And so that’s again kind of coming back to just productizing your experience. Like, stop promising certain things that you don’t know if someone else will be able to achieve, right?

You can just say:
Here’s exactly what I’ve done. Here’s what I can promise you. I can’t promise you that you’ll get the same, but I can promise you I show you everything I’m doing and I’ve done. And I’m in there in the weeds with you.

And I think we’ll see a big correction kind of going towards that—not only from a consumer perspective, but also from a market regulatory perspective.

I’m excited for this change in the industry. This is going to be awesome.

It has been happening—and we already see people streaming into lower-hanging fruit opportunities, right?

So it will just clean itself up.

“It’s no longer about information—it’s about experience. What you’ve actually lived through. That’s what matters. That’s what lasts.”

Self-management.

You need to know how to work with yourself.
You need to be present.
You need to know how to learn.
You need to know how to get yourself to do difficult things consistently.

The first layer of skill that is lacking for most people is personal self-management.

When you can manage yourself, you can show up as a role model in almost any area. Because whichever other skill you’re lacking—you can acquire quickly.

So I think the first foundational layer is self-management. And that’s what everybody should be able to do.

When you say I get up at 4—you get up at 4.

When you say I am returning these video feedbacks on this day—you’re returning those video feedbacks on that day.

And it’s like—the minimum skill to have is making promises to yourself and keeping them.

If you can’t do that, I wouldn’t attempt much else before I know I can trust myself to that level.

And to be fair—that’s a capacity to be built. But once you have that—you’re unstoppable.

So self-management is the foundational layer of any other skill. And knowing how you can learn. Training yourself to learn.

Then just exposing yourself to as many experiences as possible in the context you want to grow in.

Everything I’ve done in my life—from a working perspective and from a personal perspective—I’ve done it with all my heart. Because I knew there’s the experience to be gained.

That’s basically me training and stacking those skills up.

So beyond that—I wouldn’t even say too many other skills. Because you can stack them relatively fast.

So, I’ve always been into self-development. And I actually thought about this today—there were YouTube channels like “Self Mastery,” etc.—and that’s also actually what got me into the entrepreneur world: that desire to improve as a person.

That ultimately comes from my dad. He was always also very interested in personal development, so I picked up a lot of his core values in that regard. His ethics. I was kind of predispositioned to be interested in personal development.

Then obviously, if you’re into personal development, mindfulness and meditating and things like that—they just cross your radar sooner or later.

But it never really hit home for me in a way where I was truly able to operationalize it… until I started listening to Michael Singer very consistently.

And I still remember it so vividly.

It was shortly before I got—before my husband, now husband, proposed to me. I was coming back from Austria to Canada, and I was in this time zone–changing, like, doozy. And I passed out on the bed with my son.

And I was just listening to—I think some Alex Hormozi training. And then when I woke up, I was like… hearing this voice in my head.

And I was like, Holy cow—all of this makes so much sense. What is this??

There’s this YouTuber called—I think Evan Carmichael? He does motivational compilations. And that was a Michael Singer compilation. And I was like, Wow. All of this makes sense. This sounds so true—all of it.

So I listened to that first episode again. And I took notes.
I was like, This is so correlating with the experiences I have.

I just knew it was true—because it clicked.

It was like: I’m experiencing this—and you’re saying this.

So for the first time, I was able to make it practical.

Then I just started listening to his stuff to help me fall asleep better.
And slowly… a lot of the thoughts started to connect for me.

From the work I’d already been doing—growing as a person, regulating my emotions, overcoming my ego, trying to be present—those seeds were there, and they got watered. They started to grow together.

That’s when I was really able to put my finger on it and name it. And start to articulate it better, because he does, I think, a daily talk—which I admire so much.

I’m a verbal processor, so it seems to me like he is too. Because he can crank out so much content—and he can say the same things in so many variations.

And I get the same learning experience that I think a lot of my members have when they listen to me. They say, “Whenever I listen to another video of you… or consume another training… it clicks. And then it clicks on a different level. And then it clicks on a different level.”

And that’s what he’s done for me. He brings different parts together.

So I got really excited about the process again. Because for the first time I could see the overarching picture. And I could also receive it with my current belief system.

I also very much like physics, and being grounded in reality. I’m a numbers girl. So I like that it’s not too out there—but it’s just out there enough to match what I’m actually experiencing.

It’s fluffy—but it’s not too fluffy.
It’s my kind of love.
It’s the level of woo woo I can tolerate.

I mean—there’s nothing like becoming a mother.

I still remember the moment after—when I held him the whole night. I was so awake. I couldn’t sleep because I was so excited.

And I think all the things that go with being a mother—right? When you feel that deeply. Like… my body did that without me doing anything.

Which is also a great lesson in doership / non-doership.

The sheer fact that your body is a portal to give conscious life is crazy.
It puts everything else in perspective—like what we can reach in business or the things we worry about.

That whole thinking about legacy, about the limited time we have between life and death—that’s just been truly transformative.

And whenever I’m on the verge of losing it or feeling like I’m spiraling—I’m just reminded of how perfect everything is.

And it’s not just, you know, my son—obviously as a mother I feel like *“me, mine, perfect”—*my personal son is perfect.

But it’s like—I think the whole process of birth and life is just really, really perfect. And this is why we should work with it and not against it.

It kind of just brings you back to the present moment of what is.

It’s like—we can get so caught up in the daily that we forget the big picture. And that it’s actually not so much time that passed. And you’re kind of still the same inside, you know?

There’s like a layer of you that’s the same inside.

So I think that whole practice of observing life in general—it’s such a good practice.

like to think about it in two ways.

First—I like to think in the storyline of the offer.

What’s the story of this offer?
I like to do things that are a thing.

I like to “thingify” things.
I like to piggyback on things where people already have a concept for them in their head.

A brand is basically when somebody has a concept of something in their head. So I try to think of things that are like a brand—but nobody has taken them as theirs just yet.

For example, when I had my low-ticket membership—my $7 membership—which was one of the big like rocket moments in my business…

People started to name it: “Oh, your mini membership.”

And I was like, Nobody has taken that. And that’s so good.

So I made it a signature program of mine.

I’m always trying to think—Where are people starting to use words or concepts more collectively?
Like it’s a zeitgeist situation, and nobody has claimed that stake.

So I try to claim it—and pull it into my corner.

And then—I tell the story of it. How I feel it.

I think I’ve grown good in pattern recognition. And because I always loved to read and I always loved to write—I have an edge when it comes to storytelling.

So I like to start with the story and why it needs to be right now.

Really leaning into the zeitgeist and capitalizing on the fact that a lot of people already have a brand in their head—and now I just need to make it mine, instead of building a brand from scratch.

Then I like to think in zoom.

Like—I can zoom in. My containers are:

• freebie

• mini offer

• order bump

• paid workshop

• pop-up coaching program

• membership

• premium membership

• VIP day

So there’s like different coaching containers.

I ask: This brand and this concept—what container does it lend itself to the best? And what container is currently underrepresented in my offer suite?

Then I just match it.

Exactly. 

If a concept is out there, it’s usually because the zeitgeist has boiled it up to that point where it’s a collective experience.

So it’s kind of hanging in the air.

And if you can be one of the people who sees it and names it before others—it’s really powerful.

You almost automatically make it yours—just because you’ve been the one speaking out what everybody has been feeling.

And when you can find the words for it, you can make it yours.

“That’s awesome. That’s super—that’s like a superpower, to be completely honest.”

It’s just a skill that can be trained.

You have to stop thinking: What do I want to create? What am I good at?
That’s all focused on yourself.

But when you are sitting there and listening—you start to see.

That’s the thing: you have to remove yourself and listen. Watch the clouds. See the shapes.

It’s the same skill you use to observe your own thoughts and emotions—now apply it to your market.

Because it’s already there.
It’s already all there.

Like—it’s sitting there. And it’s waiting.

Sometimes I think about how long I’ll still live.
And then I think about how long the earth will still exist.
And then I think about how long the earth will not exist.
And then I think about how long the universe will still exist.
And then I think about what’s after.

And the sheer magnitude of everything in relation to me… and the infinite time that’s ahead…
Sometimes it feels like my stomach is dissolving. Just because it scares me so much.

That’s something—like a panic—that sometimes comes up.

I used to have a lot of panic attacks.

The first time I got treated for anxiety was when I was 12.

I would sleep with a toaster in my bed—because I had the compulsion to keep checking if it was turned off and unplugged.

So I decided:
Okay, I can’t sleep unless I know for sure. I’ll just take it with me.

I held the plug in one hand. And I held the toaster in the other. And then—I could fall asleep.

When my dad saw that, he arranged an appointment with a psychiatrist.

Based on my upbringing, I was lacking fundamental trust. And so that kind of made my anxiety almost become a protector—like a role model of a protector.

It basically started being:
I don’t know when something is a real threat or not—so you always have to be scared of it.
There was no filter.

Eventually, I spiraled into having real panic attacks. Actual ones.

The last one—I actually made a YouTube video about it. That was shortly after I won a Two Comma Club Award.

It always correlated with performance peaks for me.

Because you know—it’s also like a point in your life when you realize:
There’s nothing to gain.

You really have to think about that.

So that’s why you can just play.

You can just enjoy the freaking ride.

Which is ultimately much more freeing than it is in the first moment—when you still want to gain something.

That was the last time I recorded a YouTube video because I wanted to show the behind the scenes of high-functioning anxiety.

And I think—again, since the Michael Singer period—I had one panic attack, and I was able to experience it with curiosity much better.

And I think… I’m not afraid of them anymore.

Now I can let them happen.

I know it might happen sometimes when I think about those things—but I also know I can take it when it happens.

So it took the scare out of it.

Thank you.

It’s ultimately not that bad.

Usually, when we face our fears, it’s like—Oh, it’s just one fear to the next.

We’re just overcoming.

And even if you wanted to not have it or not experience it—if we live our life a certain way, we can maybe prevent certain things from happening… but there will be experiences we can’t avoid.

So thinking about them right now does not make sense—because we can’t avoid them coming anyway.

And then holding on to them after also doesn’t make a lot of sense.
Because then we’re just keeping the garbage in the house.

So it’s just something to accept, I guess.

Again—Michael Singer: Just let go. Just be.

And the more you are, the better outcomes you get.

I would tell her:
“Chill, girl—it’s fine.”

I was so… stuck up. I was trying so hard.
I was trying so hard at everything.
I was trying everything so hard.

I didn’t have a real sense of self-worth, so I was seeking a lot of external validation. A lot of pleasing people.

And, you know—I’m still pleasing a lot of people.
But now—not to please them, but to actually help them.

If I can help, I can help. If I can do the kind thing, I can do the kind thing.

And because I’m not doing it from any motive or fear anymore, I actually have a lot more capacity to do that.

I can say kindly “no” when I can’t do it.

So I’d just want her to know: That’s safe.

That detangling of the whole people-pleaser thing—that also recently clicked for me:

I can be a good person and still have boundaries.
I can be a good person and still communicate: these are my terms.
I can give more than is justified—that can also be okay, if the situation asks it of me.

So… to surrender and trust a lot more.

That’s what I’d like to tell her.

So… super honest talk. Super honest, raw.

If you want to teach someone, you have to first become a role model.

You have to dance like people are watching.

That means:

• You have to hold yourself to a different standard.

• You have to document your efforts.

• You have to critically think:

Am I at this level where I should already be teaching someone? Or do I still need to grow?

One thing is—marketing, right?

Learning marketing is like a triathlon.

You need to cycle. Swim. Run. Maybe shoot too—I’m not 100% sure. 😅

But there are these competitions where you have to do all of these things at an expert level.

Running a business to the level that you want to run it…

Because most people are not like, “Oh, I’d like to do like $500,000 extra per month.”

Most people are like, “I want to quit my job in two months, I’d be okay with $10K per month as a starting point, but by the end of year one I want to hit at least $50K months.”

And it’s like—you want to earn better than a doctor.

I have a couple doctors in my family.

When I look at the amount of lifetime, dedication, years, and money they’ve put into their education… and how hard they’re working right now…

And then you want to earn 2 to 3 times that—without doing any of the time, money, or dedication?

You have to really critically look yourself in the mirror and ask:

Is this what’s actually happening? Or do I want to believe a lie from certain gurus that I’ll later want to doom—because I bought their hype?

So if you’ve been stuck—and you really want to do this—it’s time to take a critical look in the mirror.

The marketing skills? That’s one piece of the puzzle.

Then: I am the product.

And the product is a huge piece of the puzzle.

Am I yet at that point where I’m good enough to teach others?

We can always pick a transformation that’s small enough—where we can deliberately do it and then start teaching about it.

But it’s probably a process to go through even with a small transformation.

Those two things—rooted in self-management:

#1: I have a journey ahead of myself as a business owner

#2: I have a journey ahead of myself as a person growing through personal development

And then—commit to the journey.

Publicly.

And humbly report from that journey.

Say:
“I walk this piece. I’d love to help everybody who wants to walk the journey with me from that point forward. Here’s what I’ve done so far. Here’s what I can help with.”

That’s what I’d love to see more of—instead of people jumping the gun and thinking in huge transformations too soon.

Just… first do it yourself.

You can sell something smaller.
You can be something smaller. That’s completely fine.

There are small, exciting transformations people are seeking.

People want to learn to meal prep consistently—not be the next fitness guru with their own app.

How about you meal prep for yourself consistently for three months—and then teach others?

So think in smaller transformations.

Then do them yourself.

And then teach that.

Once you have undeniable proof, nobody can judge you for the thing you’ve done.

And you can’t judge yourself—because you can’t lie to yourself.

You have to become the person who can create undeniable proof in an area.

Even the smallest thing can translate into bigger things.

I totally believe there’s a market for just being an accountability coach for 75 Hard.
The reason there aren’t more accountability coaches for 75 Hard is because so few people have done 75 Hard.

It’s the simplest things that are hard for people.

People cannot chew their food slowly.

If you want to be a role model for others—which is what we’re doing when we sell our experience—you have to hold yourself to a different standard.

But you can do that with love, grace, curiosity, and play.

It doesn’t have to be David Goggins–style pain and pushing. It can be fun and playful. Like, “Let me see how far I can take this and document it.”

Q: “They have to have the consistency to do it, correct.”

Exactly. Thank you for letting me be raw—because I was like no sugar-coating on this one.

I’m not even sure if I want my son to see me working hard.

I don’t know if I want to instill a certain work ethic or anything into him—because I also don’t know what relevance that will hold in the future.

The thing I care most about instilling in him right now is gratitude.

Because gratitude creates happiness.

And with that gratitude comes excitement.

And I want him to do things from a place of excitement and curiosity—and being capable to do them.

I want to live for him the example of:
“This is how you’re freaking excited that you are alive, and that you have skills, and that you can do something.”

That’s what I want to instill in him. Much rather than him seeing me working hard.

I don’t even want to see myself working hard.

I want to see myself doing my duty in joy.

For other people it might look from the outside like I’m working really hard—but for me, it’s just doing what I’m supposed to do with my time.

And I actually deeply enjoy everything that I do.

When I was starting the business, all I wanted was to be home with my son.

I’ve shared this a few times before—but I had tried to be a mother for five years with my previous partner and fiancé. And it never happened for us.

During those five years of trying, I had been working and trying to build a business on the side—because I was excited about the idea of being a mother. And I wanted to have something I could do more from home—spending more time with the child.

That was always the motivation:
I know I want to be a mother. And I know I want to be present.

Then it got more intense when I met my now-husband. And my son happened as an accident.

So for me—he was a miracle.
For my now-husband—it was a shock. 😅

But he was supposed to come.

And at first, I thought I might have to raise him alone—we were actually split up for a while. So I was really trying to figure it out from a finance perspective.

And what I learned—working more than I initially wanted as a mother, and actually being a mother—was this:

There’s no value in making being a mother my whole identity.

It’s again like an ego thing.

I think I had been waiting for a child to prove that I’m worth something.

Because when you’re a mother, you’ve given life—so at least you’re worth something, right?

That’s how low my self-worth was.
I thought I needed to do something meaningful—and that a child would legitimize my existence.

But when you then have your child—and it unfolds into reality—you realize that was just another chase to feel okay.

And I couldn’t make my son that.

He is so much more.

This is so much more sacred than being that.

So I quickly realized the idea I had in my head about motherhood—and needing to make it a certain way so I could be fully present—that wasn’t it.

Especially once my business started to help others… and it started to become more meaningful… and I started to pull identity and validation from it…

It actually became a conflict between that motherhood identity and being a business owner.

And ultimately—I realized both are false senses of self.

I have a duty as a mother—just like I have a duty as an educator and business owner.

I have a duty to do things to my best abilities.
And that’s a beautiful thing to have.

To have something to wake up for and to show up every day.

And now—I just like to do that with a grateful heart, that I get to do both.

“It’s like the person who loves walking will walk farther than the person who just walks to walk.”

There’s no more ultimate goal with it.

This is my life now.

And I just try to do it with appreciation for what is there.

We always think:
“This thing will be the liberator.”

Becoming a mother.
Building a successful business.
Scaling the business.
Selling the business.
Having a second child.
Learning tennis so I can spend more time with my husband…

None of that is true.

It’s all your mind fleeing into the future, hoping for a more serene place than now.

But until you just start to clean up, and work with yourself, and manage your emotions, and let go of preferences—nothing will ever feel like you imagined.

The thing you’re chasing? It’ll always be empty.

So you might as well just stop chasing—and start appreciating the things in front of you.

And the cool thing?

It actually leads to similar outcomes anyway.

So it’s not like I’m unhappy that the business is doing well.

It’s just now coming from the right place.

If any of that makes sense.

I really love the influencer business model.

I love the idea of gathering like-minded people and being able to recommend something I actually love.

Right now, in my business, I’m at a little bit of a capacity problem.

I want to do the things I do at the quality I do them.

I could push for more volume—but that would sacrifice value. Meaning the experience, the depth.

Right now there’s a cap to how I can grow my own products. Like, with the mastermind—I could push for more members right now, but I’d need to get more help giving scale plan updates, doing those things…

And I want to be the one doing it with the people.

So yeah—there’s a limit to scale right now because I am the product.

But when my personal brand grows bigger—it helps my current products, and it would also allow me to refer to other products I genuinely enjoy as a consumer.

I’m really, really fascinated with the thought of influencing.

Not from the typical “influencer” angle—but the business model of influencing is mind-blowing.

There are different levels of quality in how you can do it.

Actually, maybe it’s not even “quality”—maybe it’s niches.

Micro-influencing at scale—I think that’s what I’m really fascinated by.

So the traditional influencer has mass appeal.

People follow them because they’re cool. Because of who they are.

They can influence in a general direction—like lifestyle products.

A smaller influencer would be a fitness influencer. That’s already a niche.

But a micro-influencer—and I think that’s what I want to do more of—is where you are your niche.

It’s almost like: What if you put the “1,000 true fans” idea on steroids?

And you get paid to be you.

But you don’t have to be “cool.” You don’t have to perform.

You don’t even have to micro-influence a huge population. Just a small part of the population that finds you so compelling and so interesting that they’ll follow your advice.

And the cool thing is—it’s authentic.

It’s who you truly are.

I think that’s the future of that model.

Because we’ve seen that big influencers aren’t as profitable anymore for advertisers.

A lot of people are going back to their jobs.

But I think the concept of… and I don’t even want to call it “thought leadership,” because I don’t think it is that…

It’s more like:
People who can gather, share, and contextualize.

That’s the obsession I currently have.

Because it wouldn’t necessarily need to be that you’re an educator.

I think it’s more like you have a curation function.

And I’m really fascinated by that.

Also because—we’ll see a cleanup.

There will be fewer companies doing their job better, because of AI.

So instead of competing, you can plug into an ecosystem and build your own game.

And that’s a lot of what I’m after.

I’ve been very well rewarded in my journey for always carving out my own playing field—so I’m in synergy, not competition, with others.

Oh yeah. 100%.

And we’ve seen this happen on TikTok.

I think the problem with TikTok was the algorithm—and that it’s not for relationship building.

The platforms to be on, if you want to do the one-person niche, are:

• Email

• YouTube

Because you have to give it some longevity.

That’s cool—because it’s actually the thing I’m doing right now.

I always call it “brain pregnant”.

I’ve been brain pregnant with my truest inner North Star for a while.

I’ve noticed that I’m evolving. I’m starting to care about different things.

Before—I was living, breathing marketing and ads. That was my whole interest.

People would say, “You have no life. You have no other interest.”

I’d be like:
“Yeah—I genuinely just don’t care about anything else. I’m obsessed with this.”

And it happened to help me and my life, too.

But now—I’ve realized I care about other things.

And other things excite me.

So now there’s this conflict, right?

I have these businesses doing extremely well. And there’s a lot of demand to support there.

And I’ve been trying to Trojan-horse a little bit of mindfulness, etc., into it—but I also know it’s probably not the right audience to build that with.

So the right way to build is to take those concepts that are already out there and claim them.

But then—you know—that also means withdrawing from the current business.

So I found a synergy:

Helping people in my business while also creating a forcing function to do the other thing I’m deeply scared of, which is—starting over.

So I am starting over.

Putting myself through the fire test.

And I’m documenting it.

That way—I have a forcing function.

And I’m opening a window for myself to explore this, that I can justify within my current setup.

That’s basically what I’ve been doing.

I’ve been allowing myself to tap into it in a little bit of a pressure cooker situation.

Because then I know—if that’s serving others right now, I can justify spending time doing it.

So yeah—that’s what’s going to happen in May and beyond.

And I already started to dance like people are watching.

The moment I committed to doing this—that same day:

• I started to take my first progress pictures

• I started a log

• I started expanding on my North Star visual map

• I started journaling about it

Now that I want to take it from an interest to a potential business—it means I have to set a higher standard for myself.

And I already started doing that.

Which is what I’d recommend for everyone.

If you’re starting from scratch, ask:

• What do I need to do daily?

• How am I going to track progress?

• What metrics will show I’m progressing?

Start documenting—because now you’re becoming the expert.

Over the years, I’ve deliberately not touched this topic much. Because I’ve been the marketing expert.

And I felt it would be overstepping to tell people,

“You need to get your sh*t together and actually walk the talk.”

I still think it is overstepping to say that.

But now—I can show, not tell.

I can show the quality I want to see.

And I think that will do more for the industry than picking on certain individuals or making them feel insecure.

Because sooner or later—the market gives that feedback anyway.

It’s not my role to overstep like that.

But I can set a different standard by showing how I’m holding myself.

That’s the goal.

And I’m scared of that.

Because everyone will watch.

And when you dance while people are watching—you’ll make mistakes.

And people will point them out.

But it’s another way to let go of ego and preferences—in service of becoming a better version of myself.

Everything has a default mode.

Your phone comes with a light theme—but you can change it to dark mode.

Everything—even business—has a default mode.

It’s like a video game.

And I think what we’ve made entrepreneurship, especially in this echo chamber of coaching, course creation, and online education…

We’ve made it so the default mode is:

• It needs to be hard

• It needs to be a grind

• It needs to be about maximizing profits

But I want people to know:

You can go into the settings.

And you can change it.

You can still do big, impactful, meaningful things from a place of:

• Fun

• Joy

• Excitement

• Seeking experience

You can do this without beating yourself up.

You can do this without the hustle and grind.

There’s a lot of energy we can find in the “you’re not good enough” motivation.

But there’s also a lot of energy we can find—like our children find it—in curiosity.

That’s how I motivate myself now.

I say:

“Hmm… I wonder if I can do another video feedback right now.”

“Can I do one more?”

Instead of: “Ugh—I have to get this done because people are waiting.”

So instead of pressure—it becomes a challenge.

And if I fail at the challenge, I don’t go:
“Oh, I’m such a failure, I couldn’t make it.”

I say:
“Huh—guess I have to practice more.”

You can actually make this whole thing exciting and fun, if you let go of all the other talk around it—and what it means if you’re not getting it right the first time.

That’s what I truly want you to know:

It does not even have to feel like work.
It can just be a fun challenge you give yourself.

And learning to make it fun?

That trickles into your whole life.

So, no—there is not an easy mode.

But there is a play mode.

And I would like you to play.

And I would like you to experience.

Because on the other end—you still get to the outcome.

But because no outcome is ours to keep—you spend a lot more time in the journey than with the result.

So please—make it a beautiful journey.

Disclaimer: Results shared in this post are based on my personal experience. Your success will depend on multiple factors, including your effort, strategy, and willingness to take action. There are no guarantees, but with the right approach, you can see meaningful results.