Picture this: 10 giant boxes overflowing with massage balls. A bewildered delivery guy staring at my apartment doorstep with an expression that screamed, "Are you serious, dude?". And me, a guy with a freshly minted master's degree in Computer Science, about to board a one-way flight to Thailand. Yeah, it wasn't the career path my professors had in mind.
That was the scene just weeks after a single article about digital nomads sent my carefully-calculated world spiraling down an entrepreneurial rabbit hole. I hadn't planned on building a business. I was supposed to be hunched over a keyboard, wrestling with complex algorithms, not sipping mango smoothies on a white-sand beach while passive income flowed into my bank account.
The e-commerce world is drowning in a sea of "hacks" and shortcuts. Gurus teaching their „secret formulas“ about "passive income," "laptop lifestyles," and "quitting your job to become your own boss." It's enough to make you puke a rainbow of unicorn sprinkles.
Here's the problem: it's mostly bullshit. Most of these "hacks" are like sandcastles in a tsunami. They crumble under the first wave of real-world challenges. They focus on the what (the product, the launch) but completely neglect the who (you, the entrepreneur) and the how (your mindset, your systems, your long-term vision).
Back in 2018, I was at ground zero. I had literally zero dollars in my bank account and had just moved back in with my parents (not exactly the glamorous entrepreneurial dream). Over the next 4 years I built a 7-figure e-commerce business. It wasn't a magical fairy tale. It was more like a choose-your-own-adventure novel, filled with unexpected twists, face-plants, and a healthy dose of "what the hell am I doing?" moments.
But my background in computer science came in handy. Turns out, those years of dissecting algorithms and designing systems weren't a total waste. I learned to think logically, break down complex problems, and optimize for efficiency - skills that are surprisingly useful when you're building an online business.
And my extreme side - the one that fuels me to run marathons, crank out 1000 pullups, and sit in silent meditation for 10 days straight - gave me the resilience to keep going when things got tough (and trust me, they did).
Plus, I have this weird obsession with learning. I inhale books and audiobooks like oxygen, constantly seeking new insights and unconventional wisdom. I'm talking about the stuff that actually works - not the shiny tactics, but the underlying principles of building a fulfilling and sustainable business.
In this newsletter, I'm sharing with you my principles I learned along the way that fuels my framework for building a business (and a life) that doesn't suck. Not some shady tactics to get rich quick but principles that I wish I would have known when I started out. I think they will be useful even if you are not building an e-commerce business.
Here is an overview of my learnings:
Learning 1: Don’t Obsess Over the HOW
A journey of a thousand miles begins with a single step. Yeah, yeah, I know. Sounds like some fortune cookie wisdom your grandma would stitch onto a pillow. But here's the thing: We get so fixated on having the perfect plan, the flawless strategy, the all-encompassing roadmap, that we never actually take that first step.
It's like the guy who dreams of quitting his accounting gig to open that cozy cafe, but he never takes the leap. He's more afraid of becoming the barista whose coffee tastes like burnt tires than staying the accountant who secretly hates spreadsheets.
Or those aspiring artists who spend more time curating their Instagram feed than actually painting. Or the writers who obsess over finding the perfect Moleskine notebook but never get past the first page.
We're addicted to the idea of doing the thing, but terrified of actually sucking at it.
I'll admit, I've been there too. I used to be the king of overthinking. I'd spend months researching the perfect niche to build a whole brand, convinced I needed a bulletproof strategy before even launching the first product.
But here's the truth that slapped me in the face (repeatedly): you don't figure shit out by just thinking about it. You figure it out by doing it. By getting your hands dirty, making mistakes, and realizing that most of your carefully crafted plans are about as useful as a chocolate fireguard.
You might think you want to build a personal brand on Instagram, but then you spend a week posting selfies and inspirational quotes and realize it makes you want to hurl your phone into a volcano. And that's okay. You learned something. You were in love with the result, but not with the process. Getting to that conclusion is a hell of a lot more valuable than staying stuck in a fantasy.
That's the beauty of entrepreneurship - it's a journey of self-discovery, a process of experimentation and iteration. You don't need to know all the answers upfront. In fact, you'll learn far more from your mistakes and course corrections than you ever will from a perfect plan.
We all have internal values that we protect, even unconsciously. We build our identities around them, we justify them, maintain them, and avoid situations that might contradict them. If you believe you're a nice person, you'll avoid conflicts that could challenge that belief. If you believe you're a terrible artist, you'll avoid picking up a paintbrush to avoid confirming that fear.
This self-protective instinct is a sneaky bastard. It keeps us stuck in our comfort zones, terrified of taking risks that might reveal our flaws or shatter our carefully constructed self-image. It's why so many aspiring entrepreneurs never get past the planning stage. They'd rather cling to the idea of success than face the reality of potentially sucking at it.
But here's the liberating truth (and maybe the only real "hack" you'll ever need): action trumps everything. This applies to every damn aspect of life, not just business. You don't find your ideal relationship by reading self-help books, you find it by putting yourself out there, by getting your heart broken a few times, by learning what you actually want (and don't want) in a partner. You don't become a master chef by watching cooking shows, you become one by burning a few pans, setting off the smoke alarm a couple of times, and tasting your own culinary disasters. You don't find yourself by thinking about it, you find yourself by doing it.
So, screw the perfect plan. Screw the fear of failure. Screw the endless analysis paralysis. Take that first step. Launch that shitty website. Write that crappy first draft. Make that burnt coffee. You'll learn more from your mistakes than you ever will from your fantasies.
Learning 2: Go All-In on Your Dream
I started my e-commerce journey with a classic case of "steppingstone syndrome." My plan was simple (or so I thought): build a profitable business, scale it to a few million dollars, sell it, and then finally pursue what I really wanted to do.
E-commerce and Amazon FBA in particular were booming. Gurus were flaunting their "laptop lifestyles" and "passive income" empires. Why not ride the wave, cash out, and THEN chase my true passion?
Here's the flaw in the logic: building a successful business, even a "simple" e-commerce venture, takes way more time, effort, and resilience than those "get rich quick" gurus would have you believe. And even with hard work, you'll need a healthy dose of luck to hit that 7-figure mark.
First, I underestimated the time and effort required to build a successful e-commerce business. Lets talk numbers. The statistics say 90% of startups fail within the first ten years. Worse even: Less than 5% of businesses ever reach $1 million in revenue. So why the hell was I thinking this somehow doesn’t apply to me.
We all fall prey to it. It is a sneaky cognitive bias that whispers, „But my idea is different Those statistics don't apply to ME." Experts call this the inside view and it is well researched topic. Even the guy who discovered the inside view bias (Nobel Prize-winning psychologist Daniel Kahneman) admitted to falling prey to the inside view himself!
It’s natural, that is how we humans are wired. But it doesn’t change that fact that the odds of defying those statistics are slim. Building a successful business takes time, effort, and a healthy dose of luck. There are no shortcuts, no guaranteed formulas, no "hacks" that will bypass the hard work and the inevitable challenges.
Second, and more importantly, I was neglecting my true passions. I was pouring my energy into something I saw as a means to an end, not an end in itself. The truth is, there are no guarantees in entrepreneurship. And the energy you invest in chasing a "quick buck" is energy you're not investing in pursuing what you truly love.
It took me six years to realize this truth. Six years of building successful businesses, learning valuable lessons, but never feeling truly fulfilled because I was chasing someone else's definition of success, not my own.
Don't get me wrong, I wouldn't trade those years for anything. I learned invaluable skills, built resilience, and developed a "computer science" approach to entrepreneurship that's now my secret weapon. But imagine where I'd be if I had channeled that energy, that passion, that relentless drive into something I truly believed in from the start.
So, here's my advice: If you have a glimmer of a dream, a whisper of a passion, don't wait. Don't settle for a steppingstone. Dive in headfirst, embrace the journey, and build a business that sets your soul on fire. You might be surprised at how much faster you reach those "exotic beaches" when you're fueled by purpose, not just profit.
Learning 3: Think Critically
The entrepreneurial world is overflowing with self-proclaimed gurus, coaches, and experts. They flood our social media feeds, inboxes, and podcasts with promises of passive income, financial freedom, and "secret formulas" to overnight success. They flash Lambos, private jets, and beachside villas, whispering seductive tales of escaping the 9-to-5 grind and living the "laptop lifestyle.“
It's enough to make you puke a rainbow of unicorn sprinkles. And, let's be honest, we've all been tempted to take a bite of that sugary bullshit. I know I have.
In fact, I vividly remember sitting in a friend's apartment in Los Angeles, taking a deep inhale of (perfectly legal) medical-grade marijuana, when an ad popped up on my Instagram feed. It screamed something about building a million-dollar business with online fitness coaching. It felt like destiny. A sign from the universe. Or maybe just the weed talking.
The next day, stone-cold sober, the whole idea still seemed alluring, beckoning me with its promises of entrepreneurial bliss. But a tiny, rational voice in my head whispered, "This seems too good to be true
That skepticism, my friend, is your "Guru Guard" - your internal bullshit detector. And it's a goddamn superpower in today's world, where we're bombarded with more information, misinformation, and outright lies than ever before.
Here's the thing: Most gurus aren't outright lying, they're just telling a carefully curated version of the truth. They've figured out how to package and sell a carefully curated version of reality.
They focus on the "what" - the shiny product, the impressive launch, the eye-popping revenue numbers - but they rarely reveal the how - the countless hours of work, the failed experiments, the unglamorous behind-the-scenes grind that fuels their success.
They dangle those shiny objects - the Lambos, the mansions, the freedom - to distract you from the real work, the inner work, the mindset shifts, the relentless self-learning that are the true foundations of sustainable success.
And here's the kicker: many of them got lucky. They were in the right place at the right time, riding a wave of opportunity that they may not be able to replicate. They struck gold, and now they're selling shovels to everyone who wants a piece of the action.
I learned this the hard way. I invested $10,000 in a program, lured by the promise of personalized coaching, a supportive community, and a "blueprint." It helped in the beginning, but over time, the cracks started to show.
Personalized coaching morphed into impersonal group calls. The "gurus" disappeared, replaced by automated systems and pre-recorded videos. And the "proven system" felt more like a repackaged version of what I'd already learned elsewhere.
Don't get me wrong, there are amazing mentors and coaches out there who genuinely want to help you succeed. But there are also those who are more interested in selling you a dream than guiding you through the messy reality of entrepreneurship.
The real lesson? No one can hand you success on a silver platter. No guru, no course, no "secret formula" can bypass the hard work, the self-discovery, and the messy, beautiful journey of building a business (and a life) on your own terms.
In a world drowning in information and opinions, the most valuable skill you can cultivate is the ability to think for yourself. To question everything, to challenge assumptions, to seek out diverse perspectives, and to form your own conclusions.
Learning 4: Invest in Yourself
I've poured thousands of dollars into courses, books, coaching programs, and masterminds over the years. Some were worth every penny, others... well, let's just say I could have bought a lifetime supply of massage balls with that money.
But here's the thing: The best investment I've ever made, the one with the highest ROI (return on investment), wasn't in some external program or guru's "secret formula." It was in myself.
The e-commerce world is obsessed with "hacks" and "tactics" - the latest software, the "perfect" product, the "secret" traffic source. But the most limiting factor in your business (and your life) will always be you.
Your mindset, your skills, your knowledge, your ability to learn, adapt, and overcome challenges - these are the true drivers of sustainable success.
Now, I'm not talking about some woo-woo "manifest your destiny" bullshit. I'm talking about practical, tangible self-investment that equips you with the tools and mental frameworks to navigate the complexities of entrepreneurship.
For me, one of the biggest game-changers was reading. Lots of reading. I'm talking about a borderline-obsessive level of reading. At my peak, I was devouring 8 books a month plus another 8 in form of audiobooks. It started during the pandemic, when my usual routines were disrupted and I found myself with an abundance of time. I dove headfirst into books about business, psychology, philosophy, even ancient wisdom - anything that could expand my understanding of the world and my place in it.
That's when things really started to click. I saw how different concepts connected, I understood the influences behind different authors' ideas, and I realized just how little I actually knew (which, honestly, was both terrifying and exhilarating). The more I read, the more I understood the power of knowledge, the importance of constantly expanding my horizons, and the absolute necessity of challenging my own assumptions and biases.
Now, I'll admit, I couldn't keep up that 8-books-a-month pace forever. Life got busy again, my business demanded more attention, and my brain needed an occasional break from all that information overload.
But I made a commitment to myself: Reading would become a non-negotiable part of my life. I blocked out 20 minutes every morning for a dedicated reading session, and if possible, another hour in the evening. Even if it's just a few pages a day, that consistent investment in knowledge compounds over time, just like compound interest.
Books are the ultimate ROI. You gain years, even decades, of someone else's experience and wisdom for the price of a few lattes and a few hours of your time. Think about that - it's a goddamn steal!
But it's not just about reading. Investing in yourself means:
Expanding Your Skillset: Taking online courses, attending workshops, learning from the best in your field.
Mastering Your Mindset: Developing a growth mindset, cultivating resilience, overcoming self-sabotage.
Prioritizing Personal Growth: Exploring your passions, nurturing your well-being, and designing a life that truly fulfills you.
Remember that program I mentioned? Yeah, I could have used that $10,000 to build my own library of knowledge, attend transformative seminars, or invest in personalized coaching from mentors who genuinely aligned with my values.
Don't underestimate the power of self-investment. It's not just a nice to have - it's the foundation of a sustainable and fulfilling entrepreneurial journey. Make it a priority, and watch your business (and your life) transform.
Learning 5: Choose Strategy Over Hacks
Remember that mountain of massage balls engulfing my apartment? The delivery guy couldn't believe his eyes. Neither could my parents. I'd just launched my first e-commerce product - a simple massage ball - and orders were pouring in.
Back then, in 2016, the Amazon marketplace was still a bit of a Wild West. Competition wasn't as fierce, and you could get away with a decent product, some basic marketing, and a healthy dose of hustle. I didn't have a fancy strategy, a unique value proposition, or a meticulously-crafted brand. I just did the thing.
And it worked. For a while.
But the e-commerce landscape has changed dramatically. The Wild West has become a crowded metropolis, overflowing with me-too products, cutthroat competition, and a constant battle for attention. Today, everyone wants a piece of the e-commerce pie, and the battle is more intense than ever.
Everyone wants a piece of your customer's wallet. From influencers to Amazon algorithms to the endless scroll of social media, there's a constant battle for eyeballs and clicks. To stand out in this crowded marketplace, you can't just be different - you have to do things differently.
And it's not just e-commerce. Every business, every creator, every goddamn human being is fighting for attention in a world overflowing with distractions. Your customers are bombarded with choices - products, services, entertainment, information - vying for their precious time, energy, and dollars.
So how do you stand out in this cacophony of noise? How do you capture attention, build a loyal following, and create a business that thrives, not just survives?
The answer isn't another "hack" or quick fix. It's not about lowering your prices, offering a bigger discount, or screaming louder than your competitors. Think of it like this: Hacks and tactics are like cheap tequila shots - they might give you a quick buzz, but they'll leave you with a pounding headache in the morning. They're short-sighted, unsustainable, and often end up hurting you (and your competitors) in the long run.
Slashing your prices to undercut the competition? Sure, you might get a temporary sales spike, but you're also training your customers to expect discounts and devaluing your entire market. It's a race to the bottom, and nobody wins.
What you need is a good strategy. Not just a vague plan or a collection of random ideas, but a deliberate, well-defined roadmap for achieving your goals. A strategy is not just a fancy business buzzword or a collection of tactics. It's about identifying the crucial obstacles standing in your way and designing a plan to overcome them.
It's not about chasing the latest shiny object, it's about building a system that works for you - a system that leverages your strengths, aligns with your values, and guides you towards your long-term vision.
Here's how my "computer science" brain approaches strategy:
Analysis: I dissect the problem, gather data, and use data analysis to understand market trends and customer behavior. This is where you identify the "bug" in your system - the core challenge that's preventing you from achieving your goals. It's about asking the tough questions: "What's really holding my business back? Is it a lack of differentiation? A weak brand? Ineffective marketing? Or maybe something deeper - my own mindset or limiting beliefs?"
Design: I create a system that aligns my resources, skills, and goals. Once you've diagnosed the problem, you need to develop a clear plan of attack - your "algorithm" for success. This is your overall approach to overcoming the challenge. It's about defining your unique value proposition, your target market, your competitive advantage - the core principles that will guide your decisions and actions.
Optimization: I constantly test, iterate, and improve my processes to maximize efficiency and effectiveness. A strategy isn't just a plan on paper, it's about executing that plan with precision and focus. Your actions need to be coherent - they need to work together seamlessly, like lines of code in a well-designed program, to achieve your desired outcome. This is where systems, automation, and relentless optimization come into play.
Now, full transparency: I was guilty of not having a proper strategy for years. I was so caught up in the hustle, in launching products and chasing those early wins, that I neglected the deeper work of strategic thinking. I had a loosely defined plan, but it wasn't a true system.
I saw the same pattern with countless other sellers on Amazon. They were following someone else's blueprint, jumping on the latest trends, hoping to strike gold without truly understanding the game they were playing. They were reacting, not strategizing.
But as the market matured, the competition intensified, and the easy wins dried up, I realized the hard way: a well-defined strategy is the difference between building a sustainable business and getting crushed by the e-commerce machine.
That's when I doubled down on developing my own strategy - a system for building a brand, creating a unique value proposition, and crafting a coherent marketing strategy that set me apart from the competition. This same framework I later used in my branding and design studio to help other sellers escape the "me too" trap and build businesses that stand the test of time.
Learning 6: Build Systems and Automate
Let's be honest, we all crave that digital nomad fantasy - sipping cocktails on a beach in Bali, watching the dollars roll in while our e-commerce empire runs itself. It's a seductive image, and it's not entirely bullshit.
The truth is, you can achieve a level of freedom and flexibility that most 9-to-5ers can only dream of. But it's not about finding some magical "passive income" loophole. It's about building a business that works for you, not the other way around.
In the early days of my business, I was a one-man army, juggling every aspect of my operation - from product sourcing and listing optimization to customer service and order fulfillment. It was exhilarating, but it was also exhausting. I was chained to my laptop, working longer hours than I ever would in a corporate job.
I quickly learned that my time was my most valuable asset - and my most limited resource. I was burning the candle at both ends, trying to juggle every aspect of my business, and it was starting to feel like a self-made prison, not a path to freedom.
That’s when I really understood the power of automation. Not just for tasks, but for my entire business. It's the secret to working less while earning more - the equation that unlocked my freedom and allowed me to finally design a life I didn't need to escape from.
I knew about automation. I'd read Tim Ferriss's 4-Hour Workweek, I'd drooled over the promise of a virtual assistant handling my mundane tasks, but I hadn't truly grasped the power of it. I thought it was a luxury, something for when my business was "big enough."
The truth is, automation isn't just about saving time - it's about multiplying your efforts, amplifying your impact, and freeing up your mental energy for the things that truly matter.
Think of your business like a complex algorithm. You're the programmer, and your goal is to design a system that runs smoothly and efficiently, even without your constant supervision.
Here's how the automation equation works:
Systems + Automation = Freedom
Systems: A predetermined set of rules or processes that produce a consistent outcome for a given input. It is like a recipe - you follow the steps, and you get a delicious meal every time.
Automation: Leveraging technology to execute those systems automatically, without your direct involvement. Think of it like a dishwasher - it takes care of the dirty dishes while you focus on more enjoyable things (like devouring that delicious meal).
The key is to first create systems - repeatable processes for every aspect of your business.
Take, for example, customer service. Instead of responding to every email individually, I created a library of pre-written responses for common questions. I set up automated email sequences to welcome new customers and follow up on orders. And I used chatbots to handle basic inquiries, freeing up my time for more strategic tasks.
Once you have solid systems in place, automation becomes a breeze. There are countless tools and software available to help you streamline your workflows and eliminate tedious tasks.
Why waste precious time manually sending invoices, updating spreadsheets, or scheduling social media posts when you could be using that time to brainstorm new product ideas, connect with your audience, or even just take a goddamn break?
The goal is to work smarter, not harder. To free yourself from the shackles of daily grind and create a business that supports the life you want to live, not the other way around.
The more you automate, the more leverage you create. You multiply your time, your energy, and your impact.
Learning 7: Stress-Test Your Assumptions
In the fast-paced world of e-commerce, it's easy to get swept up in the excitement of the "next big thing." A product goes viral, sales explode, and suddenly everyone's scrambling to jump on the bandwagon.
I learned this the hard way when I decided to launch a second brand - an eco-friendly line of reusable vegetable bags and beeswax wraps. The sustainability wave was cresting, and I was eager to ride it. I dove in headfirst, convinced I'd found another golden ticket.
I doubled down, ramped up production, invested heavily in inventory, and even wrote an e-book on reducing plastic waste. I was all in.
And for a while, it worked. Sales skyrocketed, I could barely keep up with demand, and I felt like a goddamn genius. But I'd made a crucial mistake: I'd confused rapid growth with sustainable success.
Then, almost as quickly as it started, the frenzy died down. The market became saturated, prices plummeted, and my profit margins evaporated faster than a puddle in the Sahara. My eco-friendly gold rush had turned into a compost heap of unsold inventory. Things were not really attractive anymore and I had to somehow get rid off it. I sold part of the brand for a decent amount of money. Considering all the work I put into it, it really hurt. I still have like 4.000 units of organic drawstring bags in my basement. Anyone?
It was a painful lesson, but it taught me a crucial distinction: the difference between a fad and a trend.
A fad is like a sugar rush - intense, fleeting, and ultimately unsatisfying. It's driven by hype, novelty, and a fear of missing out. It's the fidget spinner of the business world - hot one minute, forgotten the next.
A trend, on the other hand, is a deeper, more sustainable shift in consumer behavior or market dynamics. It's not just a fleeting fancy, it's a reflection of evolving needs, values, or technological advancements. It's the smartphone of the business world - a game-changer that reshapes the landscape.
So, how do you separate the sugary bullshit from the real deal? How do you avoid getting caught in a fad's fleeting frenzy? Activate your "Fad Filter" by asking these questions:
What's driving the demand? Is it genuine consumer need, a shift in values, or just hype and novelty?
Is it a surface-level trend or a deeper cultural shift? Is it a passing fancy or a reflection of evolving lifestyles and priorities?
What's the competitive landscape? Is the market easily saturated, or are there barriers to entry that create a sustainable advantage?
What's the long-term potential? Will this "hot" product still be relevant in a year, five years, ten years?
In my case, I'd convinced myself that the eco-friendly movement was a deep-rooted trend. I wanted to believe that consumers were finally waking up to the environmental crisis and making conscious choices to reduce their impact.
The reality was far less idealistic. Most people buying cheap, mass-produced "eco" products on Amazon weren't hardcore environmentalists. They were chasing a feel-good trend, a way to virtue-signal without making any real changes to their lifestyles. It was a fad, not a revolution.
My eco-brand was competing on the wrong playing field. I was trying to sell a premium, values-driven product in a channel dominated by price-sensitive shoppers. It's like trying to sell a gourmet organic meal at a McDonald's drive-thru – the customers might be hungry, but they're not looking for that kind of experience.
Don't get me wrong, I'm all for sustainability. But building a business on a flimsy foundation of fleeting desires is a recipe for disaster.
Here's the reality: The sustainability market is nuanced and complex. There are different segments, different values, and different buying behaviors.
Some consumers are deeply committed to reducing their environmental impact - they're willing to pay a premium for ethical sourcing, sustainable packaging, and locally-made products. Others are more price-sensitive, looking for "green" alternatives that are convenient and affordable. And still others are just chasing a trend, wanting to feel good about their purchases without making significant lifestyle changes.
The key takeaway? Don't just chase a trend. Understand the context of that trend. Analyze the market, identify your ideal customer, and choose channels that align with their true values and buying habits.
Focus on building a business that's:
Sustainable: Based on a solid foundation of customer loyalty, strong branding, and a unique value proposition.
Profitable: Not just generating revenue, but earning a healthy margin that allows you to reinvest in your business and weather market fluctuations.
Resilient: Able to adapt to changing trends, withstand competition, and pivot when necessary.
Don't build a business on a foundation of sand. Build a business that can weather the storms, not just ride the waves.
Learning 8: Build a Brand, Not Just a Product
The Amazon marketplace is a goddamn product graveyard. It's filled with millions of me-too products, generic knock-offs, and brands that are about as memorable as yesterday's lunch. Sadly, this is the path most sellers choose, caught in a race to the bottom on price and features, sacrificing long-term value for a quick buck.
Just having a good product isn't enough thee days. It's an absolute must. It’s a bare minimum. The real game, the one that separates the winners from the copycats, is building a brand that people actually give a damn about.
And here's where most Amazon sellers (and let's be honest, a lot of businesses in general) fuck it up: They think they have a brand when they really don't. They slap a logo on a product, maybe write a half-assed tagline, and call it a day. Then they wonder why their sales are flatter than a pancake in a steamroller.
Customers don't give a damn about your logo, your tagline, or your perfectly-curated Instagram feed. They care about what your brand means to them. What problem it solves, what feeling it evokes, what values it represents.
I learned this the hard way when my eco-friendly brand flopped. I thought my "sustainable" messaging and earthy color palette would resonate with conscious consumers. But the Amazon shoppers didn't give a damn. They were clicking on the cheapest product with the highest reviews, not the one with the most heart-wrenching origin story.
Building a true brand is about more than just aesthetics. It's about differentiation. It's about crafting a unique identity that sets you apart from the competition, resonates with your ideal customers on a deep, emotional level.
And in a world overflowing with choices, with millions of products vying for their attention, with algorithms dictating what they see and what they buy, differentiation is the only way to survive.
Think about it: Why do you choose Nike over a generic pair of sneakers? Why do you reach for that overpriced Starbucks latte when you could brew a decent cup of coffee at home for pennies? Why do you shell out hundreds of dollars for an iPhone when a budget Android could do most of the same things?
It's not about the product itself, it's about the story it tells, the feeling it evokes, the values it embodies. It's about belonging to a tribe, identifying with a vision, and feeling like you're part of something bigger than yourself.
I realized I was building a "brand" that were essentially Amazon inmates, trapped within the platform's walls, with no real identity or power beyond the search results page. I was slapping logos on products, not building legacies.
It was a painful lesson, but it was a necessary one. It forced me to rethink my approach, to dig deeper into the principles of true branding, and to understand the long-term value of building a brand.
Command Premium Pricing: People pay more for brands they trust, admire, and identify with.
Cultivate Customer Loyalty: A strong brand fosters emotional connection, turning one-time buyers into passionate advocates.
Build a Entry Barrier: A powerful brand creates a barrier to entry for competitors. It's not just about your product, it's about the experience, the values, the community you've built around it.
Unlock Marketing Magic: A compelling brand amplifies your marketing efforts. People are more receptive to messages from brands they trust and resonate with.
And here's the most important part: Your brand is an asset. It's something you own and control, unlike a platform's algorithm or a fleeting trend. It's a valuable piece of intellectual property that can be leveraged, expanded, and even sold for a significant profit.
This is a critical point: A strong brand is a valuable asset that can be sold, providing a lucrative exit strategy for your business. A collection of random products with a logo slapped on? Not so much.
Building a brand ultimately allowed me to sell my business. Why? Because it wasn't just about the profits or the customer base, it was about the brand equity I had created. The buyer wasn't just purchasing products, they were acquiring a loyal community, a unique story, and a reputation for quality and innovation. It was a game-changer, allowing me to step away on my own terms to pursue my next adventure.
Learning 9: Diversify Your Sales Channels
Let's talk about risk. The kind of risk that makes your palms sweat, your stomach churn, and your inner voice scream, "Holy shit, what if it all goes up in flames?"
Entrepreneurship is inherently risky. You're betting on yourself, on your ideas, on your ability to navigate a world of uncertainty and constant change. And when you build your entire business on a single platform, you're multiplying that risk exponentially.
It's like building your dream house on an active volcano. Sure, the views might be spectacular, but there's always a chance that molten lava could engulf your entire life's work in an instant.
I learned this the hard way (multiple times, actually - remember those eco-friendly bags gathering dust in my basement?). In the world of e-commerce, one algorithm shift, one account suspension, one unexpected policy change, and your entire business can go up in smoke.
Imagine this: You're selling 2,000 units a month, raking in the dough, feeling like an e-commerce king. You've got four months of inventory stocked up (because, let's face it, you need those massage balls ready to ship), which means you've got $24,000 tied up in those little rubber spheres of potential profit. Then, bam! Amazon decides to freeze your account. Maybe a competitor reported you for some bullshit violation, maybe a customer left a scathing review, maybe a rogue algorithm just decided to screw with your day.
Suddenly, your sales pipeline slams shut. Your cash flow dries up. And you're stuck with a mountain of inventory and a sinking feeling in your gut.
This isn't just a hypothetical scenario. It happens every day. Amazon is a powerful platform, but it's also a fickle beast. You're playing by their rules, and those rules can change at any moment.
The solution? Diversify your goddamn sales channels.
Don't put all your eggs in Amazon's basket. Explore other avenues for reaching your customers:
Your Own Website: Build a platform you control, where you set the rules and own the customer relationship.
Social Media: Connect with your audience, build a community, and drive traffic to your website or other sales channels.
Other Marketplaces: Explore alternative e-commerce platforms (Etsy, Shopify, etc.) to reduce your dependence on a single player.
Physical Retail: Consider branching out to brick-and-mortar stores, pop-up shops, or local markets to reach a new customer base.
Diversification isn't just about mitigating risk, it's about expanding your reach, building a more resilient business, and creating multiple streams of income. It's about taking control of your destiny, not letting a single platform dictate your success.
Learning 10: Network Like You're Launching a Product
For years, I was the lone wolf entrepreneur. Head down, grinding away, convinced that I could build my empire all by myself. I devoured books, obsessed over spreadsheets, and treated my business like a personal coding project – a problem to be solved in isolation.
And while that "lone wolf" mentality might work for a while, it's also a recipe for slow growth, limited perspective, and a whole lot of unnecessary struggle.
The truth is, entrepreneurship doesn't have to be a solo sport. In fact, the most successful entrepreneurs I know are masters of building and leveraging their networks. They understand that connections are currency - a form of social capital that can accelerate your growth, open doors to new opportunities, and provide invaluable support when you need it most.
Remember that old saying, "Your network is your net worth?" Yeah, it's not just some cheesy motivational quote - it's a goddamn truth.
For a long time, I dismissed networking. I thought I could just hustle my way to the top, relying solely on my own skills and efforts. But the truth is, we all need help. We all need guidance. We all need a tribe of like-minded individuals who understand our struggles, celebrate our wins, and offer a helping hand when we stumble.
My "network awakening" came when I finally dragged myself to an e-commerce conference (okay, maybe I was lured by the promise of free snacks and swag, but still...). I was surrounded by entrepreneurs who spoke my language, who understood my challenges, and who were eager to share their own experiences and insights.
I connected with a group of fellow Amazon sellers who became my mastermind - a trusted circle of advisors, accountability partners, and friends who helped me navigate the ups and downs of my entrepreneurial journey. They offered feedback on my product ideas, shared marketing strategies, and provided invaluable support when I was ready to throw my laptop out the window (which, let's be honest, happens to the best of us).
The power of a network goes far beyond tactical advice:
Expanded Perspective: Connecting with others challenges your assumptions, exposes you to new ideas, and helps you see your business from different angles.
Emotional Support: Entrepreneurship can be a lonely and isolating journey. Your network provides a sense of belonging, encouragement, and a shoulder to cry on when you need it.
Opportunities and Resources: Your network can open doors to collaborations, partnerships, funding, and connections you wouldn't have access to on your own.
For a long time, I underestimated the power of connections. I saw networking as a transactional game, a way to collect business cards and LinkedIn endorsements. But then I realized: Even in the networking game, you have to stand out.
I started treating networking events like mini-product launches. I went prepared, not just with business cards, but with a clear understanding of my WHY, my unique value proposition, and a compelling pitch that would make people remember me.
A networking event is your stage. You're pitching your ideas, your vision, your goddamn self. You need to captivate your audience, leave a lasting impression, and give them a reason to remember you (and maybe even invest in your business).
I experimented with different approaches, testing out various pitches and stories, observing people's reactions, and refining my message based on real-time feedback. It was like A/B testing my personality.
And guess what? Mastering the fundamentals of good social skills and salesmanship came in goddamn handy.
I wasn't born a social butterfly. I had to consciously work on my communication skills, learn how to build rapport, and get comfortable pitching my ideas with confidence and enthusiasm.
Here's what I learned:
Networking is about building genuine relationships. Skip the superficial small talk and focus on connecting with people who share your values, your passions, and your vision for the future.
Be prepared to pitch your ideas. You're not just there to make friends, you're there to build a network that can support your business. Master the art of the elevator pitch - a concise and compelling way to communicate your value proposition.
Provide value before you ask for it. The best way to build strong connections is to be genuinely helpful. Offer your expertise, share your insights, and connect people within your network.
Trust me, if you're thinking about starting a company, networking is an absolute must. It's not just about finding customers or investors, it's about surrounding yourself with people who believe in your vision, challenge you to grow, and provide a support system when you inevitably hit those entrepreneurial speed bumps.
Don't underestimate the power of your network. Invest in building meaningful connections, both online and offline. Attend industry events, join online communities, reach out to people you admire, and be generous with your own knowledge and support. You'll be amazed at how it can transform your business (and your life).
Learning 11: Start Investing NOW
Let's be real: Entrepreneurship is a gamble. You're betting on yourself, on your ideas, and on your ability to navigate a world of constant change and uncertainty. You might build a thriving business, a million-dollar empire that fuels your passion and sets you free from the 9-to-5 grind... or you might faceplant spectacularly, leaving you with nothing but a mountain of debt and a bruised ego.
Remember those statistics we talked about? 90% of startups fail within the first ten years. Less than 5% ever reach $1 million in revenue.
And yet, most entrepreneurs (myself included, for far too long) operate as if success is inevitable. We pour all our energy into building our businesses, convinced that our hustle and brilliance will somehow defy the odds. We treat our bank accounts like a safety net, assuming that as long as the income is flowing, we're financially secure.
So, yeah, while that entrepreneurial dream of freedom and passive income is alluring as hell, it's also incredibly risky. Relying solely on your business for financial security is like playing Russian roulette with your future.
You can build a million-dollar empire, but if you're clueless about managing, protecting, and growing your wealth, you're just one bad decision away from financial ruin.
I used to think that entrepreneurship was all about hustle and grind. Work your ass off, build a successful business, and the money will take care of itself. Right? Wrong.
I was so obsessed with making money that I neglected the equally important skills of keeping and growing money. I treated my bank account like a storage unit - a place to park my hard-earned cash until I needed to spend it. It wasn't until I stumbled across the world of investing that I realized I was leaving a massive amount of money (and potential freedom) on the table.
Here's the thing: Money sitting in a bank account is like a bar of soap in a hot shower - it's slowly but surely dissolving away. Inflation, that silent wealth-killer, is constantly eroding your purchasing power.
If you want to build true wealth, you need to master three essential skills:
Earn Money: This is the obvious one. Build a profitable business, land a high-paying job, find a way to generate income.
Keep Money: Learn to manage your expenses, avoid unnecessary spending, and build a financial cushion.
Grow Money: This is where investing comes in. Put your money to work for you, generating returns that outpace inflation and grow your wealth over time.
For a long time, the world of investing felt intimidating and confusing. Stocks, bonds, mutual funds, crypto - it was like a foreign language I couldn't decipher. But I knew I had to crack the code.
I started by reading books like Money: Master the Game by Tony Robbins and The Psychology of Money by Morgan Housel. I watched YouTube videos from legendary investors like Ray Dalio and Warren Buffett. I didn't try to become a day-trading guru or a stock-picking wizard, I just focused on understanding the fundamentals.
One of the simplest, yet most effective, strategies I discovered was investing in a low-cost, diversified ETF (exchange-traded fund) savings plan. It's like putting your money on autopilot, gradually building wealth over time without having to constantly monitor the market or make risky bets.
Don't let fear or lack of knowledge hold you back from building your financial future. Start small, learn as you go, and remember: The best time to plant a tree was 20 years ago. The second best time is today.
Learning 12: Schedule "Do Nothing" Time
Picture a world of non-stop hustle. Emails pinging, notifications buzzing, to-do lists overflowing. A world where productivity is the holy grail and busy is a badge of honor. Sound familiar? It's the glorification of burnout, the fetishization of exhaustion, the entrepreneurial hamster wheel that so many of us find ourselves trapped on.
I used to be a card-carrying member of the "Cult of Busy." I wore my exhaustion like a badge of honor, convinced that more hours equaled more success. I crammed my days with tasks, meetings, and projects, fueled by caffeine and the fear of falling behind. I was the human equivalent of a hamster on a wheel, spinning furiously but going nowhere fast.
But here's a truth that hit me like a ton of massage balls: Sometimes, the most productive thing you can do is nothing.
My "aha" moment didn't come during a moment of peak productivity. It came during a health crisis. I was forced to slow down, to re-evaluate my priorities, and to confront the fragility of life. It was a wake-up call, a reminder that there's more to life than chasing deadlines and grinding yourself into dust.
During that period of forced rest, something unexpected happened. My mind cleared, my creativity surged, and the quality of my work improved despite working fewer hours. It was like stepping off the treadmill and finally seeing the world beyond the gym walls.
I realized that my obsession with "doing" had been blinding me to the power of "being." Taking walks in nature, allowing my mind to wander, and simply giving myself permission to rest became essential ingredients for my entrepreneurial success.
I've always had an aversion to the Western work culture. Eighty-hour workweeks, high-pressure environments, and the constant glorification of "hustle" never sat right with me. Why sacrifice your health, your relationships, and your sanity for a system that leaves you feeling depleted and unfulfilled?
The paradox of productivity is that the less you work, the higher the quality of your work can be. Imagine training in the gym for eight hours straight, trying to squeeze every ounce of productivity out of your day. You'd be exhausted, depleted, and more likely to injure yourself than to make any real progress.
The same applies to your business. When you're constantly "on," your creativity suffers, your decision-making falters, and you're more likely to make costly mistakes.
Four to five hours of focused work, paired with active rest and intentional "doing nothing" time, seems to be the sweet spot for most creatives. It's about working smarter, not harder. It's about prioritizing quality over quantity. It's about designing a work-life rhythm that energizes you, not drains you.
Here's the kicker: This goes against our ingrained programming. In a world that glorifies overwork and sees rest as a weakness, learning to embrace the power of pause is a radical act of self-care and a key to unlocking your true potential.
For me, this is a constant battle. My "computer science" brain is wired for efficiency, and my "extreme" personality is always searching for the next challenge to conquer. I struggle to simply be - my default mode is doing.
I used to feel guilty about taking a walk without an audiobook pumping knowledge into my ears. I'd cram my evenings with "productive" activities, convinced that any moment not spent working or learning was a moment wasted.
But I've learned (sometimes the hard way) that true productivity isn't about maximizing every waking moment, it's about creating space for the insights, the creativity, and the mental clarity that fuel sustainable success.
For me, this means:
Scheduling "Do Nothing" Time: This is where the real challenge lies. If I don't proactively schedule "do nothing" time, it simply won't happen. I'm talking about completely unproductive activities - meeting friends, going on a spontaneous road trip, watching a mindless movie, getting lost in music. No audiobooks, no business books, no self-improvement podcasts allowed. Just pure, unadulterated mental downtime.
Daily Walks in Nature: No headphones, no agenda, just the rhythm of my footsteps and the symphony of the natural world. It's amazing how a simple walk can clear my head, spark new ideas, and restore my sense of balance.
Scheduled Reflection Time: I'll be honest, this is another area I struggle with. My instinct is to keep moving, to stay focused on action. But I've learned that taking time to reflect - to review my notes, analyze my progress, and contemplate my bigger "why" - is essential for making course corrections, identifying opportunities, and staying aligned with my values.
Prioritizing Rest and Recovery: This has become a non-negotiable for me. Getting enough sleep, disconnecting from technology, and engaging in activities that recharge my energy and creativity.
It's not always easy. My mind wants to optimize every moment, to fill every silence with productive input. But I've learned that sometimes, the most powerful action is inaction. It's in those moments of stillness, of letting go, of simply being, that my greatest insights emerge, my creativity flourishes, and my business truly thrives.
There's a reason why ancient masters, spiritual teachers, legendary artists, and the world's top entrepreneurs all prioritize stillness and solitude. They understand that true creativity doesn't come from forcing, it comes from allowing.
So, how do you embrace the power of pause in your own life?
Learning 13: Prioritize Your Time with Family and Friends
Imagine you're on your deathbed. Your e-commerce empire is thriving, your bank account is overflowing, and you've achieved all the entrepreneurial milestones you ever dreamed of. But as you take your final breaths, you realize you're surrounded by... nothing. No loved ones, no deep connections, no memories that truly warm your soul.
That's the nightmare scenario, the dark side of the hustle mentality. We get so caught up in the pursuit of success - the money, the freedom, the validation - that we neglect the most important things in life: the people we love.
I've been there. In the early days of my business, I was consumed by my work. I'd pull all-nighters, skip social events, and justify my isolation with the mantra, "I'm doing this for my future." I told myself that once I hit a certain level of success, I'd have more time for relationships, for love, for connection. It was a lie I told myself to ease the guilt of neglecting those who mattered most.
Even when I had good intentions, even when I'd mentally "scheduled" time for family and friends, I'd get sucked back into the vortex of my business. Days would turn into weeks, weeks into months, and I'd suddenly realize I hadn't seen my loved ones in far too long. The "hustle" had become an excuse, a shield, a barrier to the very connections I craved.
The pandemic was a wake-up call. In a way, it was a blessing in disguise. The forced isolation allowed me to focus on my business like never before. I had my biggest breakthroughs, my most significant growth during that time.
I realized that while I could thrive in isolation for a while, it wasn't a sustainable or fulfilling way to live. Human beings are wired for connection, and neglecting that fundamental need comes at a cost.
It also revealed a dark truth: I was good at being alone. Too good. The pandemic had amplified a tendency I'd always struggled with - the ease with which I could slip into a world of work and self-improvement, neglecting the messy, beautiful, often-inconvenient world of human connection.
Even after the world opened up again, I struggled to re-engage with my social life. Those social muscles were rusty, the fear of vulnerability crept in. The habits of isolation had taken root, and I found myself retreating back into my comfortable, yet ultimately lonely, routine. It's a battle I still fight today.
The experience taught me a profound lesson: You can't schedule love. You can't automate connection. And you can't outsource the deep, meaningful relationships. Love requires nurturing, connection demands presence, and the bonds we forge with others are the most precious assets we'll ever possess.
Relationships are the foundation of a fulfilling life. They're the source of our deepest joy, our greatest support, and the memories that will sustain us long after the "hustle" fades away.
Don't make the mistake of thinking you can achieve success in isolation. Don't sacrifice the people you love on the altar of your entrepreneurial ambitions.
Here are a few "love algorithms" I've learned along the way:
Schedule Quality Time: Block out time in your calendar for dates, family dinners, or meaningful conversations with friends. Treat these appointments as sacred - no business calls, no emails, no distractions.
Practice Presence: Put down your phone, close your laptop, and truly be with the people you love. Listen deeply, engage fully, and create space for genuine connection.
Express Your Appreciation: Tell the people you love how much they mean to you. Write a heartfelt note, cook a delicious meal, give a thoughtful gift - small gestures of love can make a world of difference.
Remember, your net worth isn't just about the numbers in your bank account. It's about the richness of your relationships, the depth of your connections, and the love you share with the people who matter most.
Phillip, this was a super interesting and in-depth read. Thanks for sharing!