Welcome to another issue of the no-BS newsletter dedicated to demystifying the world of passive income, where we share practical, reliable strategies to build and sustain income streams that work for you.

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In today's issue:

It started with a text I wasn’t supposed to see. My wife showed me a message from her friend — a woman who has eaten at my table more than once — saying I “should get off my pedestal.” Then she added the classic closer: “He’s an asshole.” I laughed, but it stung in that awkward, too-true way. The kind of sting that tells you you’ve crossed a line somewhere you didn’t notice.

Now here’s the funny part: she wasn’t wrong. My marketing persona had bled into my real life. Online, you have to build yourself up because no one else will. Gary Halbert said we’re in the self-aggrandizement business, and he wasn’t kidding. But somewhere along the way, the volume knob got stuck. The confidence I brought to the marketplace stayed at the dinner table. That’s when people start calling you names.

But in marketing, being “normal” is the kiss of death. People don’t want normal. They want characters — larger-than-life figures they can quote, point to, follow. Look at Dwayne “The Rock” Johnson. It’s not the muscles that made the brand. It’s the name, the story, the ritual of how he showed up. Same with Trump, same with every Marvel hero, same with Jesus, for that matter — stories, symbols, consistency. Humans line up for three hours in Jerusalem just to touch a stone tied to a legend. That’s the power of a character.

So I started studying that seriously. Titles, origin stories, rituals, controlled access — all the little things that make people lean in. That’s why I tell clients to claim a title, even if it feels weird. “Desmond the Shogun of Progress” sounded ridiculous for five seconds… then it just sounded memorable. People latch onto whatever you proclaim with confidence.

And here’s the twist most beginners never expect: if you want an extraordinary life, you have to stop acting like an ordinary person. That includes how you present yourself, how people access you, and how you allow your story to grow.

So tell me — what title are you claiming next?

Feel like you’re doing everything the gurus say, but your income isn't growing?

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The problem is faulty mental programming that sabotages every strategy before it can work.

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Most people think they need the next Google-level idea to make real money. Here’s the truth: that belief keeps more people broke than any recession ever could. You don’t need to be Edison. You just need to notice what people already want and give it to them a little better than the next guy.

Take Jonathan. He didn’t build a new platform. He didn’t “disrupt audio.” He learned how to start, edit, and produce podcasts — a skill the market already needed — and packaged it into a clean system. That’s how I ended up his client for six months straight. Not because he reinvented anything, but because he filled a gap that guys like me couldn’t fill ourselves.

So when people tell me they “need a unique idea,” I laugh. My first product was an 80-page mindset e-book spun from a $9.97 course I bought. Four sales at $27 — barely gas money — but it got me moving. My next one? Another spin, another tweak, another slight improvement. Eventually, one of those “little better” products paid my bills and let me quit my job.

The reason is simple: execution beats originality every day of the week.

What need can you fill today without inventing anything new?  

Most people chase the algorithm like it owes them money, but Garin Etcheberry shows up and says the opposite: stop trying to go viral. The best part? He backs it with what real buyers actually do. 

One moment from the episode stuck with me — the part where he said even the “viral gurus” secretly rely on long-form content while preaching the three-second hook. Talk about a plot twist.

This matters because your income doesn’t come from likes; it comes from the people who binge your stuff long enough to trust you. Garin breaks down how to build that kind of content ecosystem without turning yourself into a full-time dancing monkey for Instagram.

If you want content that builds lists and produces sales — not vanity metrics — listen to this episode.

If there’s one book that’ll slap you awake and make you realize why your “smart” marketing ideas sometimes flop harder than a politician’s apology, it’s this one.

The 22 Immutable Laws of Marketing is like sitting down with two grumpy old wizards who have seen every marketing disaster in the last 50 years… and they’re not shy about telling you exactly why things fail.

You'll learn why:

This book will make you rethink almost everything you believe about marketing in the best, most uncomfortable way possible.

Add this book to your shelf and tattoo the laws on your brain.

I make people move faster than reason would suggest.
I disappear when there’s plenty and scream when there’s little.
Marketers use me like a drumbeat; procrastinators curse my name.

What am I?

Think you've cracked the code? Reply to this email with your guess, and see if you're right!