If I had known what I’m about to share with you today, I probably would have hit $7 million in sales, gained 33,000+ paying subscribers, and served over 60,000 customers a whole lot faster. But hindsight is 20/20, right?

The truth is, business isn’t fair. It never has been. Some people have advantages that seem impossible to compete with. But here’s the thing—you have unfair advantages too. You just need to know how to find them, leverage them, and turn them into unstoppable momentum.

Since 2020, I’ve built my entire business around these principles, and today, I’m going to break them down for you. Here’s what we’ll cover:

1. How to play a different game – Stop competing by their rules and create your own.
2. How to use the unfair advantages you already have – Identify what makes you valuable and own it.
3. How to leverage the power of consistency – Why being relentlessly present changes the game.
4. How to build real authority – Perception matters more than talent. Here’s how to position yourself.
5. How to turn setbacks into strategies – Every roadblock is an opportunity in disguise.
6. How to first work smarter, then harder – The real secret to rapid growth.

Quick note: This post is a bit front-loaded. The first few sections had the biggest impact on my business, so I’ll spend more time on them. Towards the end, I’ll move a bit faster. But every single point is gold, so make sure to read all the way through!

Business is unfair. Some people start with massive advantages—connections, money, experience—but instead of trying to compete on someone else’s terms, you need to change the game entirely. When you create your own game, you set the rules. And that gives you an unfair advantage.

There are a few ways to do this:

• Create your own category – Position yourself as the leader in something new.
• Use contrarian positioning – Challenge the status quo and stand out.
• Productize your experience, not just your knowledge – This makes your work nearly impossible to copy.
• Master a micro-niche and leap into bigger opportunities – Start small, dominate, and expand.

Let’s break these down.

I first learned about category creation when I studied marketing in Austria. One of my professors, Brändle, introduced me to the concept of Category Kings—businesses that dominate by creating an entirely new space instead of competing in an existing one.

Think about Red Bull. When they entered the market, they weren’t just another soft drink. They weren’t a caffeinated lemonade, and they weren’t a coffee alternative. They created the category of energy drinks. And because they were the first, they became the dominant brand.

Another example is Spanx. Before they came along, shapewear wasn’t really its own thing—it was just another type of underwear. Spanx created the category, and by doing so, they became the leader.

I use this strategy in everything I do. Instead of just creating a product, I create new categories.

For example, I took something as simple as a welcome email and turned it into a product. Instead of just calling it “a good welcome email,” I branded it as The Everything I Do Email. Now, when my students and I talk about it, we say, “Can you share your Everything I Do Email?” It’s instantly recognizable, makes communication more efficient, and positions me as someone who creates signature frameworks.

The more I do this, the more I establish myself as an authority. It’s not just about selling products—it’s about creating proprietary knowledge that people associate with me.

And the bigger the product, the more impact this strategy has.

I’ve done this with self-liquidating offers. These are small entry-point offers that help turn cold traffic into customers while offsetting ad costs. But I didn’t just stop at selling self-liquidating offers—I created subcategories within that space.

For example, I coined the term coaching planner—a planner specifically designed for coaches to sell as an entry-level product. These had existed in some form before, but no one had owned the concept. By naming it, branding it, and positioning myself as the go-to person for it, I became the category king of coaching planners.

I did the same with mini memberships. When I launched my first $7/month membership, people started referring to it as a “mini membership.” I saw the term gaining traction, so I quickly created a program around it. Instead of just letting the concept float around, I took ownership of it.

This is how you play a different game. Look at what’s already in demand, create subcategories within existing categories, and become the go-to expert in that space.

Another way to change the game is by going against the grain.

When I entered the online business world in 2020, everyone was pushing high-ticket coaching. It was the dominant strategy, but I saw huge problems with it:

• People were selling expensive programs to unqualified leads.
• Coaches with little experience were charging thousands without delivering real value.
• Many customers were going into debt just to afford these programs.

So I took a contrarian stance. I publicly stated that high-ticket was broken and positioned myself as the low-ticket alternative. My business model proved that you could build a highly profitable business with affordable memberships and self-liquidating offers.

This wasn’t just branding—it was rooted in real experience and values. That’s important. You can’t just oppose something for the sake of it. Your contrarian position has to solve real problems.

Look at how industry trends work:

1. A new opportunity emerges.
2. People get excited and jump in.
3. Over time, they realize the downsides.
4. A new opportunity comes along that fixes those downsides.

This cycle happens in every industry. People constantly search for the perfect solution, even though it doesn’t exist.

That’s where your unfair advantage comes in. By identifying the downsides of a current trend and offering the opposite solution, you position yourself as the go-to expert.

A classic example of this is veganism vs. carnivore diets. At one point, vegan nutrition was seen as the pinnacle of health, but as the trend matured, people started noticing the limitations. Enter the carnivore diet—a complete reversal of the vegan approach, marketed as the solution to its flaws.

Another example is fitness. There’s the high-intensity, carefully tracked macro approach, but then there’s fitness minimalism—only doing a few key exercises and eating the same simple meals every day.

Every big trend creates an opportunity for someone to take the opposite stance.

This works in online business too. High-ticket coaching was dominant, so I positioned myself with low-ticket, scalable memberships. It wasn’t about being different for the sake of it—it was about solving the real problems that high-ticket businesses were facing.

And here’s a key insight: the more you can acknowledge the flaws of your own model, the more credible you become.

Alex Hormozi talks about this in his book. He references a scene from 8 Mile where Eminem wins a rap battle by owning his flaws first. By admitting all of his weaknesses before his opponent could, he took away their power and made his strengths stand out even more.

The same principle applies in business. Instead of pretending your method is perfect, call out its downsides upfront. Then, contrast them with the downsides of the alternative solution—and position yourself as the better option.

This is how you gain an unfair advantage: You define the game, the categories, and the positioning, while your competitors are still trying to fit into the old rules.

I help with offers, ads, funnels and emails.

Since 2020, I’ve generated $8M+ 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 $8M+ 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.

Most people try to sell knowledge. The problem? Knowledge is easy to copy. The market is flooded with courses, ebooks, and programs teaching the same strategies. But there’s something far more valuable than knowledge: experience.

When you productize your experience, you make it impossible for others to replicate your work.

I don’t just teach theories. I set real goals, document everything I do to reach them, and turn that process into a product.

For example, I wanted to scale my business to $50,000 per month. Instead of just sharing what I thought would work, I:

1. Tracked every step I took.
2. Documented my mindset shifts, strategies, and failures.
3. Created templates, tools, and walkthroughs based on my exact process.

I turned that real experience into a product that others could follow.

And here’s the key: I repeated the process with my students. By helping others go through the same steps, I refined the system and made it even stronger.

Nobody can copy your experience. Even if they try, they don’t have your personal insights, successes, and failures.

It makes your content and offers unique. When you build frameworks based on real experience, they stand out from generic courses.

It lets you create high-value tools and templates. People don’t just get information—they get the exact resources that worked for you.

This is exactly how I developed my Almost Evergreen Workshop model.

There are traditional launch models—like multi-day challenges and webinars. But I created my own subcategory within webinar launches by solving common problems:

• Webinars had low attendance rates. I solved this by live streaming to YouTube.
• Evergreen webinars felt too automated. I built a hybrid system with live events and waiting lists to keep engagement high.

By solving these issues, I didn’t just create a better webinar—I created a new launch model. That’s why it works so well.

And because I built it based on my actual experience, nobody can copy it at the same depth.

Another way to create an unfair advantage is by starting small, dominating a micro-niche, and expanding strategically.

Think about Red Bull. They didn’t start as a general beverage company. They focused on energy drinks, became the leader, and then expanded into extreme sports, media, and merchandise.

I used the same strategy.

When I started, I didn’t try to be an expert in all of digital marketing. I focused on one specific solution:

Helping people grow Facebook groups at a lower cost than anyone else.

At the time, most people were using bridge pages to send traffic to Facebook groups. I found a way to do it cheaper and faster by using Facebook Lead Forms to send people directly to the group. This method cut acquisition costs by 75%.

That was my first micro-niche.

From there, people started asking:

• “How do you monetize the group?”
• “How do you turn group members into customers?”
• “How do you scale it?”

This opened the door for me to expand into new solutions.

Once I mastered one niche, I leveraged that credibility to move into bigger spaces.

• First, I grew Facebook groups.
• Then, I taught self-liquidating offers.
• Then, I created full membership models.
• Now, I teach scalable business systems.

This strategy works in any industry. If I were starting a fitness brand, I wouldn’t start with “general fitness.” I’d set a specific goal—like learning the splits—and document that journey. From there, I could expand into broader flexibility training, then full-body transformation.

The key is clarity.

• Pick a micro-niche. Solve one problem better than anyone else.
• Build authority in that space. Use real experience, not just knowledge.
• Expand strategically. Leverage each success to move into bigger opportunities.

This is exactly how top entrepreneurs grow.

Take Alex Hormozi. He started by running his own gyms. Once he mastered that, he helped other gym owners. Then he licensed his systems. Eventually, he sold his business and moved into investing.

Each step built on the previous one.

That’s how you play a different game. You don’t compete with existing players—you create your own path, dominate your niche, and expand.

If you want to succeed faster, you have to recognize and lean into the unfair advantages you already have. Business is not a level playing field. Some people have access to capital, connections, or a perfect market fit from the start. But instead of worrying about what others have, focus on where you can create the most value with what you already bring to the table.

The same bottle of water costs a few cents in a supermarket but sells for five dollars at an airport. The product hasn’t changed—only the environment has.

Your skills, experiences, and strengths hold different value in different markets. When I worked in eCommerce as Head of Marketing, my value was capped. No matter how much I improved, there were limits to what I could earn because of the constraints of that industry and my job role. I was making around €2,000 a month, which was reasonable in that setting.

But when I transitioned into personal brand marketing, my past experience became an unfair advantage. In eCommerce, I had learned how to sell a lot of small products with thin margins. Meanwhile, in the personal brand space, most people were focused on high-ticket sales with inefficient ad spend. I saw an opportunity. By applying my knowledge of optimizing small offers at scale, I was able to sell memberships and self-liquidating offers more effectively than others. The same skills that had limited value in one market became a superpower in another.

Position yourself in an environment where your existing skills give you an edge. If you feel like you’re constantly struggling to break through, the problem might not be your abilities—it might be where you’re playing the game.

Once you know where your skills are most valuable, you need to frame your story accordingly. This isn’t about making things up—it’s about looking at your journey in retrospect and shaping it into a narrative that makes sense for your audience.

I could tell my career story in many different ways. But for my brand, the most relevant story is how my father tried to build a subscription business and struggled. That experience shaped me, even though I didn’t realize it at the time. Looking back, I can now connect the dots and see how it influenced my approach to personal brand memberships.

By sharing this story, I help people understand why I’m uniquely positioned to help them. And the best part? Nobody else can tell your story the way you can.

For years, I thought I needed to improve my weaknesses. I assumed that if I wasn’t great at something, I should work harder to fix it. But the truth is, you don’t have to be good at everything. You just need to be excellent at what matters most.

I’m not naturally organized. Operations and management are not my strengths. But instead of forcing myself to get better at something that drains my energy, I hire people who are naturally good at those things. Their hourly rate is lower than mine, and their efficiency is higher. That frees me up to focus on what I do best—content, strategy, and productizing my experiences.

It’s the same in any field. Novak Djokovic isn’t learning how to do his own landscaping. He focuses on being the best tennis player in the world. That’s how I approach my business. The more time I can spend in my zone of genius, the faster I grow.

If you’re early in your journey, you’ll have to wear multiple hats for a while. But as soon as possible, start trading up your time by outsourcing the things you’re not naturally great at.

I used to avoid recording videos when I had a cold sore. I would even reschedule calls or turn my camera off. Then, during a live event with Alex Schlinsky, I had a massive one on my face. I had no choice but to show up anyway. At first, I was self-conscious, but then I realized—everyone had already seen it. There was no more hiding. And in that moment, I felt free.

Now, I record videos and take calls whether I have a cold sore or not. I even started talking about it publicly, sharing the experience with my audience. And something interesting happened. People responded with kindness, sending me personal stories, tips, and messages of encouragement.

Owning your flaws makes you more human and relatable. It turns something you saw as a weakness into something that connects you with your audience. Instead of hiding what makes you different, use it as part of your brand.

One of the biggest advantages you can have in business is moving faster than everyone else. Most people overthink, over-polish, and wait for perfection. That slows them down.

I create and launch products quickly because I’m always documenting my experiences. When I see a trend forming, I act fast and pull it into my ecosystem. I take ownership of emerging ideas, test them, and turn them into something real before others even realize what’s happening.

There’s a saying I love: It’s not the big fish that eat the small fish—it’s the fast fish that eat the slow fish.

If you embrace your unfair advantages, stop trying to fix your weaknesses, own your story, and move fast, you’ll always stay ahead of the competition.

Everything you do consistently will compound over time. It’s not just about what you do—it’s about showing up relentlessly so that people never forget you exist.

You can’t expect people to take action after seeing you once. They need multiple touchpoints before they trust you enough to buy. That’s why consistency is such a powerful unfair advantage. Most people don’t have the patience to stick with something long enough to see results. If you do, you’ll win by default.

I don’t just show up when I feel like it. I make sure I am everywhere, all the time.

I’m in my own paid communities every single day, engaging with my members. I send nurture emails to my list two to three times per week. I publish at least one YouTube video per week and post in business communities almost daily. On top of that, I run ads to ensure I stay top of mind for my audience.

My goal is simple: I want people to almost feel tired of seeing me.

Why? Because you never know when someone will hit the point where they’re finally ready to take action. Maybe they’ve been procrastinating for months. Maybe something just clicked for them. The moment that happens, I want to be the first person they think of.

If you’re not showing up consistently, you’re making it harder for people to find and trust you. Don’t just post once in a while and hope for the best. Make sure your audience sees you everywhere, all the time.

It’s not enough to create great content—you have to make sure it reaches people. I recently published a video on my YouTube channel where I break down exactly how I handle my own content distribution.

The short version? I don’t rely on platforms to do the work for me.

I take control of my reach by actively distributing my content through multiple channels. I make sure that everything I create is repurposed, reshared, and put in front of as many people as possible. That’s how I stay visible, build authority, and keep growing—without depending on any single algorithm.

If you want to build momentum, don’t just focus on creating content. Focus on getting it in front of people—over and over again.

People don’t buy from the best—they buy from who they think is the best. Authority isn’t just about expertise; it’s about perception. If you want to dominate your space, you need to be intentional about how you position yourself.

One of the easiest ways to build authority is through social proof. When people see that others respect you, follow you, or engage with your content, they assume you must be worth paying attention to.

This is why I strategically run ad campaigns that boost the visibility of my content while simultaneously building engagement. Every comment, like, and share increases the perception that I am the go-to person in my space. Over time, this compounds, making it easier for new people to trust me quickly.

If you want to be seen as an authority, don’t just focus on being great at what you do. Focus on making sure people see the proof.

• Share success stories from your students and clients.
• Get testimonials and highlight them often.
• Run strategic campaigns to amplify your presence.

You don’t need to be the most skilled person in your industry. You just need to make sure people perceive you as the leader.

Every entrepreneur faces setbacks. The difference between those who succeed and those who don’t is how they respond to them. The most valuable insights, offers, and breakthroughs often come from what initially looks like failure. If you learn to debrief, reflect, and adapt, you can turn every obstacle into an opportunity.

I don’t just execute blindly—I constantly analyze what’s working and what’s not. After every launch, campaign, or major business decision, I debrief. I track the numbers, assess what went well, and figure out exactly what needs improvement.

But I don’t just look at metrics—I also analyze my own energy, mindset, and execution. I ask myself:

• What felt easy and natural?
• Where did I feel resistance?
• What mistakes did I make, and what can I learn from them?

This process prevents me from repeating the same mistakes. Instead of just “falling and getting back up,” I fall, evaluate, adjust, and improve. That’s why I can move so fast—I refine my approach with every iteration.

Many of my biggest business breakthroughs came directly from problems I faced.

For example, at one point, I struggled to sell my main membership consistently. Churn was eating into my growth, and my launches weren’t filling the gap fast enough. Instead of seeing this as a dead end, I asked myself: What’s the real problem here, and how can I solve it?

That’s when I came up with mini memberships. They allowed me to keep growing my audience and generating revenue between bigger launches. What started as a problem turned into one of my most successful offers.

This has happened over and over in my business. The things I once saw as roadblocks ended up becoming my biggest advantages.

Sometimes, the best way to handle a mistake is to own it publicly.

I’ve had times where I forgot to properly schedule promotions or made last-minute adjustments that weren’t ideal. Instead of hiding it, I just told my audience:

“Hey, I completely forgot to mention this, but I want to make sure you don’t miss out.”

Surprisingly, being honest about mistakes increased my conversions. People appreciate transparency, and it builds trust. Instead of trying to cover up flaws, I use them as part of my marketing strategy.

Most people think success comes from working harder. But in reality, it’s about working smarter first—then applying effort in the right places. If you get this wrong, you’ll waste time on things that don’t move the needle. If you get it right, you’ll scale faster than you ever thought possible.

Productivity isn’t just about getting more done—it’s about getting the right things done. I covered this in detail in my video, “How to Become the Most Productive Person You Know,” but here’s the key takeaway:

• Not all tasks are equal. Some create leverage, others don’t.
• Your highest-value work is where you’re naturally gifted. Double down on that.
• If something isn’t directly generating revenue or growth, question why you’re doing it.

Success comes from clear priorities, not just effort.

One of the biggest reasons I’ve been able to move so fast is that I pre-sell everything before I fully create it.

The second I notice an emerging trend or idea, I validate demand before I invest time in building. This does two things:

1. It guarantees that what I’m creating is actually wanted.
2. It lets me co-create with early adopters, refining the offer in real time.

Instead of spending months creating something that might not sell, I sell it first, then build it alongside my audience. This keeps me ahead of the market and makes my offers stronger.

When you execute quickly, you create an unfair advantage that’s hard to replicate. The moment I see something becoming a “thing,” I take action.

That’s how I’ve been able to shape so many concepts—coaching planners, mini memberships, almost Evergreen Workshops—before the market catches up. By the time others realize the trend, I’ve already built authority in it.

The fastest person in the market always wins.

The game of business isn’t fair. But that doesn’t mean you can’t win.

• Create your own categories. Stop competing and define your own space.
• Use contrarian positioning. Challenge dominant trends and offer a better alternative.
• Productize your experience. Make your work impossible to copy.
• Start small and expand. Master one niche before leaping into a bigger one.
• Lean into your unfair advantages. Position yourself where your skills create the most value.
• Be relentlessly present. Show up so often that people can’t ignore you.
• Turn setbacks into strategies. Every obstacle holds an opportunity.
• Work smarter before harder. Optimize first, then apply effort where it matters.

This is how you create momentum that’s impossible to compete with.

Now go out there and play your game.

If you decide to join Skool, you can use this link: https://www.skool.com/signup?ref=1999a274837b41938768694b466147cb, and I’ll earn a commission at no extra cost to you.

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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.

AI Note: I use AI tools to assist with content creation, but all ideas, strategies, and personal insights shared in this post are my own. AI helps streamline my workflow, but I personally craft and refine every piece of content to ensure authenticity and quality.