This is the universal hymn of the proverbial brokey.

The amount of shame around selling coaching is off the charts.

You honestly now have people shrouding it in different names like “guiding” and covering it up. You have gurus who no one knows how they got rich, but have these huge personal brands with all these followers. Because they don’t actually want to “admit” publically that they’re a coach.

It’s the shame which stops people. It’s the stigma.

Selling coaching (at first) feels like you’re about to get paraded through the streets, butt naked, with a nun behind you ringing a bell shouting “shame” at the back of your head every few seconds.

And we all know why…

Because coaching is quite possibly the fastest (ethical) way to get rich known to man. Because you’re essentially selling air. It makes people sick how “easy” it is.

But only if you set it up right. More on that later.

Pink Porche Matcha Pilates

Coaching is how half the big dawgs got stinkingly rich.

• Shelby Sapp: reported $10M net worth in 2-3 years with her remote closer coaching academy. REALLY she was selling the pink porche macha pilates lifestyle.

• Andrew Tate: hustler’s university was doing $5-8M in monthly revenue at its peak

• Alex Hormozi: between $100M-$150M+ generated across his career from coaching, consulting and product funnels

They all ran coaching and info offers. Shelby still is. Hormozi is throwing coaching workshops left right and centre.

They might not advertise themselves as coaches... But they are. And while 95% of people have been hating on them for it, they’ve been printing money.

Why someone paid me $9000 to live with them

My biggest months in business have personally come from selling a coaching offer for top top dollar.

$14.7k in a single month.

2x $2000/mo clients and 1x $9000/mo client.

After taxes, we ened up at around $14.7k. Seriously not bad. And that blew my mind.

Here’s my message to you today:

Sell coaching.

It’s fun, and sure beats a 9-5. Stupidly high margins. you can run it with 1 VA if you wanted.

If you have any audience at all, some sauce, and genuine expertise, here’s 5 reasons to say f*ck the stigma and sell coaching now.

1. Cashflow

Do you like actually keeping the money you make?

I thought you might. Coaching is one of those businesses. Compared with agencies or ecom, your margins are great. The fact people even judge people for wanting to keep more of your income is wild.

Keeping more of the money you make should just seem logical. If you could do it, why wouldn’t you.

When I had my first $10k month, 100% of that money was for me. A few software costs and I was good.

As long as you have your taxes sorted, you’re in a great position to stack cash.

This is cahsflow design.

2. It’s fun!

You heard me. Coaching is actually fun. You can bascially yell at people and they go and get results. It’s great.

Obviously there’s more to it than that.

But that’s the overall jist. The reason this is great for you is because life’s too short to do work which feels hollow. Money’s great. But it’s not about how much you make. It’s about how you make the money.

Focus on being fully expressive, bringing out your edge and you will become so magnetic people don’t leave.

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3. Low barrier to entry

“I can’t, I’m not qualified?”

Qualified? Who says you need to be qualified to help people?

Go help!

Believe it or not, you don’t need fancy qaulifications to coach people.

You need to be able to inspire people, listen and drive results.

Oh, and above all, you need to be able to market yourself. The amount of bitter coaches there are out there because they’re a great coach and blah blah blah.

Dude. The world doesn’t need more coaches. The world needs more leaders.

If someone can lead, they can coach.

Forget the qualifications and cetificates. Focus on your product and your marketing.

That’s it.

4. Personal brand growth

If you want to build your coaching business, you need to be visable online.

The good news is if you commit to this for the next 2-3 years, you’ll not only build a personal brand which prints, but you’ll have a sick personal brand you can exploit and use to your advantage in the future too.

Who knows what doors that will open? But Donald Trump used his to become the President. He also launched an info product some years back called “Trump University”. He was sued for fruad, and still became the President.

Build your brand. Post content. Build for the longterm.

5. You can scale fast

My former client, Connor, was generating 20M views per month, but was making $0 from his personal brand. No offer. No monetisation strategy.

7 months later he made $47,000 in a single month.

All we did was install the freedom business model which is the model of coaching which I run with my clients.

I asked him what the best thing his business had given him was.

He said: “I can go surf whenever i want.” That’s freedom.

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F#ck the Stigma

“But what if people think I’m a grifter…?”

Listen: when you start becoming a coach, you’re going to upset some people. When you build a personal brand, people will always hate. It’s the cost of entry.

Here’s the truth:

People need to pay someone. they need a reason. Accountability. Can you give them good information? Yes, 100%. Your products should be f*cking good. But honestly? The transformation starts as soon as they complete the purchase.

Permission is more powerful than information.

Sure, many people will call you a grifter. A fruad. Let them.

Because these people aren’t the ones paying your bills, so why should you give a fuck? Every hater is building your brand. There’s no light without dark. If you want to the money, followers etc. you have to take the stigma too.

The greatest coach of all time, Jesus Christ, his detracters nailed him to a cross. You’ll probably get a few comments from fake friends behind your back and some hateful people in your comment section. It’s not that bad, trust me.

What people learn from you isn’t particularly groundbreaking or novel. It’s usually repackaged information.

But here’s the truth:

They have to pay someone. Might as well be you.

The missing peice for most business owners? The thing which stops them successfully launching offers which they can run as highly profitable a side gig?

They don’t have a brand.

My personal brand is the hidden key to nearly all of my success.

In the last 3 weeks alone, I’ve grown 800+ followers on Instagram. I’ve generated 402.7K views in the last 30 days. I’ve built this Substack to 850 readers. And my personal brand on X to over 7200 people.

This audience pays me $15k/mo on a good month. And I’m barely scratching the surface of it’s potential.

But the best part isn’t the money...

It’s the circles you gain access to.

I hang out with other personal brands with 1M youtube subs, 7-figure/year entreprenuers and online bikini models with 400k followers (especially when I’m in Bali).

My private clients are mostly internet celebrities, like Pharoah who generates 4M+ views per month. Connor who has 150k+ followers. And so on.

Now, I’m going to be sharing how I did I built the brand which unlocked a new level for me.

I’m looking for 5 business owners who want to build a profitable personal brand in the next 90 days.

If that sounds like you,

Here’s what I want you to do:

STEP 1) Head to my Instagram @danwestsays + follow me

STEP 2) Privately message me “I’m In”

STEP 3) I’ll send you the details

Sometimes reality smacks you in the mouth.

Covid was that smack for me. It felt like my world had ended.

Fun? cancelled. Parties? banned. Dating? impossible.

Everything I was using to fill the void in my soul – GONE.

That was a big problem, because the party boy lifestyle was my whole personality.

I was no one without it. That realisation was rough on me.

I had a breakdown. An ego death.

Because I finally had to face my shit head on. And it wasn’t pretty.

Levelling Up

After 2 years of ciggarrettes, partying and debauchery, I felt the urge to fix health.

I tried some wacky-ass shit.

That’s where my self-improvement journey really began. Because I opened my mind to what was out there. I tested for myself what actually worked by becoming my own guinea pig, rather than believing whatever western medicine said was true.

But most importantly, I learned how to form habits.

My mates told me my morning routine was extreme because of all the biohacking things I included. I’d get up 2 hours early and complete all this “stuff” which seemed pointless to them (but was invaluable to me).

The books I was reading really influenced my behaviour too. Joe Dispenza somehow came on my radar, and before I knew it I was meditating daily.

Meditation became my anchor. When I did that, everything else followed. I finally created structure in my life.

I moved into a new place. Started a business. Eventually moved abroad, and eventually my dream – working fully remote from Bali.

All because some lab in Wuhan accidently let out a virus.

It sorted my fricken shit out. By forcing me to get my life together. Which really just meant installing the right habits.

Becoming Him

Batman famously said:

“It’s not who I am underneath but what I do that defines me”.

You’re your actions when no one is watching.

AKA: Your habits.

I’ve been practicing the same daily habits ever since that lil breakdown. Since covid.

I’ve tested so many routines. Got real about what actually gets results. Those ones are the habits which stuck for me.

Those are the ones I practice every day, and have made me the guy I always wanted to be.

These habits ACTUALLY gave me freedom and helped me escape the matrix.

A life without these? My whole world implodes, including my business results.

A life with these? Heaven on earth. Low anxiety. Higher focus and performance. And this leads to more results and a happier life.

If you’re a creative person who wants to win big, these aren’t negotiable. They’re staples.

Here’s the 9 highest ROI habits on earth (do these daily):

1. Meditation (20 mins)

Whenever I stop meditating, my descends into chaos.

Because meditation my “keystone” habit: the one habit that if I complete it, the rest of my day goes smoothly.

On days I meditate, I feel less rushed. Less stressed. More focussed. More creative.

It’s the ultimate SSRI. The only cost is your time.

But it’s 100% worth it.

2. Prospecting (1 hour)

If your business isn’t growing, it’s a sales problem.

The cause? An empty pipeline.

It doesn’t matter if you’re in a 9-5 or 10 years in business – if you can’t build a sales pipeline, your income will always be capped.

Jeb Blount famously said:

“The prospecting you do in this 30-day period will pay off for the next 90 days”.

You have to actually speak to the market, daily. Something most creators and entrepreneurs would rather avoid. Because it’s not as fun.

But nothing will pay off more for growing your business. Nothing directly impacts the money in your pocket more.

The cold reality is that going from 0 to $10k a month is as simple as sending DMs daily. At least 10 DMs a day should be your baseline.

Try it for 30 days. I promise by the end your pipeline will be packed and deals will be coming through left right and centre.

3. Speaking (30 mins)

The most influential people in the world are speakers.

Think:

• andrew tate

• donald trump

• naval ravikant

You might not like them, but they all hold the same power:

When they open their mouths, millions listen. That’s the influence.

But this power only comes by developing that ability. Which means practicing it, daily.

Since recording 1 talking head a day on Instagram, my inbound leads are through the roof.

You don’t need a massive following. You just need to express yourself daily and practice your ability to speak with authority.

Start.

4. Writing (1 hour)

The best speakers on the planet? Writers.

Writing boosts creativity. Improves mental clarity.

The better you are at writing, the better you are at thinking. The better you are at thinking, the better you are at speaking. The better you are at speaking, the more confident you are.

The most influential people on the planet are also all on Twitter (X), a writing platform.

Coincidence? Nah. Not in the slightest. Writers influence culture like no one else on earth.

The Bible. Think and grow rich. Harry Potter.

Writing.

Write tweets. Write captions. Journal. Make lists. Whatever.

Just write.

5. Sungazing (1 min)

If you’re struggling to sleep at night, your hormones are out of whack. That’s the problem.

Your melatonin (the sleep hormone) isn’t kicking in at the right time. Which means at night you feel restless. Unable to doze off. You wake up groggy, feeling like you can’t get out of bed. At night you feel wired again, and you end up in this vicious cycle.

The good news is that there’s a fix. The fix is sungazing. Staring at the sun for 1-2 minutes immediately after waking up. You might think it sounds stupid and “dangerous”, but it’s the smartest thing you can do. Because early morning sunlight does 2 things:

1. spikes cortisol making you alert + energised

2. begins melatonin production so by the evening, you’re actually tired

Amazing hack.

Most are still sleeping on this (literally).

6. Workout (3x a week)

I’m gonna be blunt: if you don’t have a strong physical presence, you’ll never get the respect you deserve.

You need to be strong and you need to be energetic. This makes you more magnetic, more attractive and it communicates discipline and strong genetics, which gives you automatic respect from the world. That’s more valuable than anything, because it opens doors which didn’t exist before.

What works best for me is a High Intensity Training (HIT), a low volume approach. 3x intense workouts is all I need.

How I train is how I work.

Which means if I’m training well, my business thrives – with less work required. Funny how that works.

7. Talking to family (20 mins)

You’re only as strong as your support system.

Disconnection from your support system is like going out to sea without a liferaft or radio. If you hit dangerous waters (and you will), there’s no one to help you.

If you don’t have people who love you who you can lean on, believe me – it could be fatal. That’s why you need to invest in your relationships daily.

I do this by texting my mum, dad, brother. Surrounding myself with people who get it.

Stay connected. Your support system is your lifeline.

8. Walking (12,000 steps)

The most underrated cheat code in life:

Walking.

Einstein used it to boost creativity, problem-solve, and manage stress. From my own experience, I can confirm that this is 100% true.

Take today for example. As soon as I left the house, I got hit with an idea.

This is the primary function of walks for me. It’s like taking a pill which immediately provides you with clarity. Most of my BIG ideas come from walking and being in nature. Which means walks are potentially my biggest revenue drivers.

The secondary reason: it’s easy calories burned.

If I don’t walk at least 10,000 steps a day - my body starts to become soft. If you want to become leaner, smarter and more regulated, crank the walks up to 12,000 per day.

Your mood will be better. More relaxed. Permanently. The more I walk, the happier I am.

Stay in motion. Depression can’t hit a moving target.

9. Reading (30 mins)

Reading books will make you smarter than 99% of people.

I used to think I was stupid. My grades were shit. Straight Ds.

But when I left uni, I kept learning.

My friends? Most stopped.

I read 1 book a month. Nothing crazy. A year later my friends started saying:

“You’re real smart bro. I never realised.”

It doesn’t take long for the compounding effect of reading to kick in. 6 months of regular (daily) reading will put you ahead of most people. 12 months? You’ll be in the top 1%. That’s all it takes.

“But reading is mental masturbation!”

Yes, but only if you don’t implement. I don’t read books cover to cover unless it’s a novel. I’m looking for ideas which I can implement as fast as possible.

That’s why they say “readers are leaders”. Knowledge is power, because knowledge when implemented becomes wisdom. Wisdom is what you want. Wisdom is leverage. Wisdom is what helps you understand reality, and which enables you to literally BEND reality.

The more wisdom you have, the higher your value to society.

Be that person, and people will seek you out. Good luck, fortune and success will come to you.

Reading enables you to stop chasing life and start attracting it.

Compounding effects are insane

What’re the benefits of doing these 9 habits daily?

For me, they’ve totally transformed my life.

They took me from undisciplined. Chasing cheap dopamine. Anxious. Lost. To building a valuable personal brand, getting paid to share my ideas on the internet, lean, strong and happy.

The truth is that treating yourself like a winner, means behaving like a winner. Behaviour is simply your daily patterns.

Habits which are automatic. Things you do without thinking. Like driving a car. Formula 1 drivers are ones that do the important things automatically.

But the more you something good, the more the benefits stack on top of each other and multiply infinitely.

Charlie Munger said it best: “compound interest is the 9th wonder of the world”

What you do in private shows in public.

So here’s the question:

Which of these 9 are you skipping?

And what’s it costing you?

Most creators think you need to hustle 60 hours a week to build a real business.

You don’t.

These 9 habits gave me the energy to run my business in 3 hours/day.

• Meditation for clarity

• Prospecting for pipeline

• Speaking for authority

• Writing for influence

• The rest for energy foundation

But here’s the problem most creators face:

They know WHAT to do.

They just don’t have a business structure that protects these habits.

So they end up choosing between the habits and the business.

That’s where The 3 Hour Creator comes in.

The 3 Hour Creator is an 8-week program where we build your Freedom Machine — a business that funds your life in 3 hours/day.

We start with your offer. Then build the content system around it. Then install the client pipeline.

By the end, you have a business that runs alongside these 9 habits. Not instead of them.

This is for you if:

• You’re a creator with a 4-figure audience

• You want £10K+/mo without 60-hour weeks

• You’re ready to stop choosing between the business and the life

3 spots. Starting next week.

If you’re ready to build your Freedom Machine with me:

Apply here

– DW

I’m a simple man.

• 2 hours writing a day

• gym 3x a week

• low cortisol existence

• free time for hobbies

• nap when i like

• no boss, no alarm

• croissants + coffee

• glass of red on a friday

• £10,000+/mo

• sauna

• good books

• family close by

Screw optimised. I want peace.

Business Nearly Broke Me

The last 2 years have been a real rollercoaster.

2024 was a great year for me business wise. 2025 was basically a year off.

2024 was all about results. 2025 was all about reflection.

2024 was where I learned how far I could push myself work wise.

• $15k months

• 4000 followers gained

• $10,000+ invested in mentorships

2025 was about how awesome I could make my lifestyle.

• surfing every day

• working 3 hours a day

• focusing on my health and social life

2026 for me is about marrying the lessons from both together. What I realized was that I’m not trying to be the world’s richest man. I’m not trying to be the best creator on the planet.

But combining the lessons from those two years meant I had to be really honest with myself. Because if 2024 showed me what I was capable of building, then losing it all in 2025 showed me what mattered.

The breaking point

The breaking point came in January.

I was making good money. But I’d just broken up with my ex. So I moved back to Bali. Half my clients bailed. And I was too burned out to “try” and replace them.

It all felt forced. I wasn’t magnetising anything.

I realised: I was optimising for a number on a screen. Not for the life I wanted.

So I stopped. Instead?

I chose peace

Cut my work to 3 hours/day. Started surfing every morning. Stopped taking clients I didn’t like.

Here’s what happened:

First, my income 4X’d. That temporary dip in January? Gone by March.

Next, I took my client Connor from $0 → $13k in 4 months. We did it without working all day, and specifically with Connor we did it without sales calls.

And the most important thing? I got my energy back. I no longer felt like I was forcing anything. I was just flowing with life again. Sales came naturally, because I was at my most magnetic.

Peace didn’t kill my business. It improved it.

That’s why this year I’m building things my way. I’m ready to push on beyond my limits, without sacrificing the stuff that matters.

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Energy first

For me the number one thing is and always will be my energy.

Energy determines everything.

Health. Relationships. Work quality. Happiness.

In 2024, I optimised for results. My energy was cooked.

In 2025, I optimised for energy. The results came anyway.

You have the things which GIVE YOU ENERGY. Life giving things. So if step 1 is about eradicating the energy drains, step 2 is about doubling down on the energy givers.

For me, nothing comes close to physical activity. My hobbies. Time in nature. Lifting weights. Sunshine. And even better if I can do that with friends or family.

Throw in a long back before and cappuccino afterwards? I’m in heaven.

You’re ticking a few massive boxes here. But it’s all pointing towards one thing:

Regulating your nervous system. Lowering cortisol. Actually enjoying my experience here.

What the hustle bros get wrong

Alright, so that 2024 year. That year was all about optimising. More this. More that. Tweak this. Tweak that.

And while I’m a proponent of constant improvement and breaking PBs… it’s a lethal trap.

Overly optimising for what? That is a black hole. It’s like being a perfectionist on life. OCD.

The problem I find with the hustle bros is they’re constantly wired. Dialled in. Their energy is cooked.

I know, because I was there myself.

I constantly felt stressed out, wired but tired. I was so highly strung I would often flip out at my girl at the time.

Yes, I was having my biggest business months ever. But my relationships? Trashed. My health? Sub par, neglected. My mental health? Not that bad actually, but I was stressed as fuck.

The irony:

What I was working for the whole time wasn’t a result. It was a feeling. And that feeling was peace.

Did you ever play top trumps?

In short, it’s a card game where you try to out rank the other player by playing a card that beats, or “trumps” theirs.

Peace is the top trump card which slaps everything else.

Optimised + Peace = Peace
Optimised - Peace = Miserable
Peace - Optimised = Peace

Peace beats everything. In my mind, the only thing you should be optimising for is peace.

If you’re a high performer, your results will likely get BETTER. Because you don’t need to work harder.

You need to work smarter.

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Quality over quantity

What I realised is that you don’t need to work harder to achieve results.

You need a system.

Something that allows you to scale your business and brand without sacrificing your whole life. Your hobbies.

The key: Quality over Quantity.

Mike Mentzer revolutionised bodybuilding with one principle:

High Intensity Training.

One set to failure. Train every 7–14 days. Full recovery between sessions.

Everyone thought he was crazy. Until Dorian Yates won 6 Mr. Olympias using his method.

Now it’s accepted: Quality > Quantity.

I take the same approach to work.

3 hours of focused work. High impact tasks.

My 3-hour framework:

Hour 1 - Money now: Sales, Prospecting, Calls
Hour 2 - Money later: Content, Writing, Speaking
Hour 3 - Money forever: Systems, Delivery

As a one man band (for the most part), this covers all your bases. So you can work less and live more.

Tim was struggling to scale his coaching because he didn’t have a system he could put his faith in. One that would reliably and predictably bring him revenue without sacrificing his running training.

Then he joined me as a client. I gave him the 3 Hour System, we built his Freedom Machine and now he closes his laptop by 11am (while scaling his business).

Now this is where people say “yeah, but what about his income?”

To quote Tim:

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So here’s the question:

What does YOUR simple life look like?

Are you building that? Or are you building what you think you’re supposed to build?

Most people think you need 60-hour weeks to hit £10K/mo.

You don’t. You need a system.

But if you’re writing a newsletter and it’s NOT generating clients...

You’re missing the architecture that turns readers into revenue.

Next Monday: I’m running a 3-day Email Sales Machine Challenge.

10 creators. 3 live coaching sessions. We build the complete system: getting subs, how to generate leads, and how to turn them into customers.

By the end, you’ll turn your newsletter into 1-2 leads per email.

Investment: Just £97
Spots: 10 only
Closes: Sunday, March 23rd at midnight GMT

This is how I run my business in 3 hours/day.

»»»»» Click here for Email Sales Machine

Doors close this Sunday at midnight.

– DW

2 years ago I nearly had a nuclear meltdown with my brand.

I was in a panic. I told my email list I was quitting. With logical reasons why. I got tonnes of replies back supporting me on the decision. But I only half meant it.

I thought that the problem was the industry. The personal brand game. Selling info. Coaching. All that crap. I blamed the game. But the reality was far too difficult to face.

I hated my own content.

Every day I would write a daily email to my list. But after a while I felt like I was forcing it. Like I was turning into this robot putting every email out hoping for some kind of outcome.

My content felt unaligned. I didn’t feel like I was being myself anymore. I was literally copying people ahead of me and I felt incredibly inauthentic. My self-worth started to disintegrate before my eyes.

What does misalignment feel like?

I was reading my own content thinking, “fuck this doesn’t feel fun.” “This doesn’t feel like what I’m about.”

The tone was too braggy. Very “I know best”. At the time I had this mentor who did things a certain way. I didn’t do well under him. Why? Because his coaching style was kinda guru. “Do this, act like this way, treat your clients like this”. I took it to heart, and I started kinda acting like him in my content. Because he was making a lot of money so I thought, “ey maybe I should try and sound like him? It clearly works” People I respected were also learning from him - so I stuck with it, doubled down. Foolishly, I thought it would work.

Every post, every email, every effort was to reach some kind of goal. Every time was an act of self betrayal. And when you keep betraying yourself, you break trust with yourself. That’s not a good place to be. That’s where the real pain starts.

Anyway, I wasn’t producing content I was proud of. I began to struggle mentally with it. It felt wrong. Why? Because I was performing. I was so obsessed with outcomes, other people’s opinions and making money that I became deeply misaligned. I let a guru give me my whole personality. The problem wasn’t his methods. It was that I’d lost the most important thing. The one thing which had enabled me to succeed up to that point:

Myself.

To quote myself from last week’s letter:

There’s a deeper irony in this that many are too afraid to say. It’s the elephant in the room:

We’re all trying to make it. We’re all trying to improve our situation by increasing our status, income and skills. There’s nothing wrong with that. And good on you for even trying.

But here’s the rub:

The irony of becoming someone online is that you start by pretending to be someone. You perform the version of yourself you think people want. But you can never keep up the act. You feel disconnected. Misaligned. It kills your soul. The only way to actually become someone is to stop trying to be someone. Drop the mask.

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Stop creating for outcomes

The real reason I was struggling to be myself was because I was too attached to an outcome.

“I want this to make money”

“I want this to get likes”

“I want this to attract my ICP”

On and on and on. The best content I’ve ever produced has always been a gift to self. More of a diary entry than a piece of content.

That’s why I can only write about what excites me.

Otherwise it turns out shit. A total waste of time.

Before writing I always ask:

“How excited am I to write about this?”

Below an 8/10, it’s out.

Mask-Off

On New Year’s Eve, my buddy Connor asked me:

“What do you really want to do?”

I didn’t even have to think about it. I told him:

“I want to write”

Remembering that was crucial. Because I gave myself permission to express myself without needing to perform. Without there needing to be an “outcome.”

January 1st I started writing a screenplay for 1 hour a day even though it didn’t pay me anything. For 30 days I wrote it. Built the whole world out.

I wasn’t writing for an outcome, but because I enjoyed it. And the funniest part is when I first got into this writing online space, I never thought about outcome at all. I just expressed myself and counted the metrics at the end.

This is exactly how I believe the creative process should be.

Create from a place of love. Then count at the end. I think many people get too caught up with counting. They create from the head (logic) when their best work always comes from the body, the heart (emotion). Because the audience feels that. It’s more honest. More real.

Authentic.

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What happened once I dropped the mask

Number one: I felt lighter. Like I’d relieved myself of a terrible burden. The burden of performance. When you feel lighter, you feel less rushed. More in control. You have more energy.

The second thing was I fell in love with the creative process again. This is a big one because our job as creators is to create work we’re proud of. If we don’t love the work, how is anyone else? So once I started feeling more love towards my work… guess what? So did my audience. I started drawing the right people in, something I didn’t feel like I’d been doing effectively for the last 12 months. My Substack has grown 39 subs in 30 days, which I’m happy with. Because here’s the reality: if you’re posting content, you’re always building an audience. You just better pray to God that you’re building the right audience. Because those people end up becoming your clients. So the downstream effect of falling in love with the process is attracting a better audience. A more aligned audience. Which means you’ll attract people you truly love working with.

The third thing that happened: clients started coming to me with open wallets. I kid you not. Happened 3 times in 3 consecutive weeks. I signed one client per week for 3 weeks. 2 without sales calls. Considering I’d previously put my coaching offer on hold – it was a huge win to hit the ground running. My inbound lead count has increased too. I get inbound messages daily on socials and they’re always so nice and pleasant to deal with. So yeah, I’m stoked with the decision to drop the mask and say “fuck the outcome”.

TLDR: I actually enjoy creating again and this is leading to more clients and more aligned clients. Kinda cool.

How to create from alignment

So how do you do it? Create from alignment (again)?

I put (again) there because my belief is you always had this ability. You just forgot it. I wrote a piece a few weeks back called ‘Your an artist Harry’ and I spoke about how you were always a creator. We’re born to create. But most people have forgotten, it gets beaten out of us. Starts at school. Gets worse the longer you let them squeeze you into “worker ant” roles that society needs filling.

Anyway. This is what I tell my clients:

1. Ask: “How excited am I?”

Before writing, ask yourself: “How excited am I to write about this?”

Below an 8/10, it’s out.

That’s it. That’s the filter.

2. Build your life’s work in public

Focus on building your life’s work in public. Something you’d be proud to show your kids someday. Not engagement bait.

You need architecture that enables you to build your philosophy in public. If that means not posting that day because it feels forced, f*ck it. Don’t post.

3. Become the #1 consumer of your work

Honestly. If you don’t watch back your videos thinking “this is so good…”

…If you’re proof reading thinking “I can’t read this shit any longer…”

…Your work isn’t aligned. Because that means you’re not getting a good feeling from the stuff you produce. You think others will?

Shifting the goal from “I hope this does well” to “I hope I like this” is a much better frame.

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Alignment without a system = fairy land

If you take this article to heart (and I hope you do), you’ll find alignment with your content in the next few days. That’s what usually happens with my clients.

But alignment without a system is just feeling good without results. We want both.

After working with 80+ creators, here’s what I’ve found.

Most creators fall into 2 traps:

1. The work all day crowd: they think hustling is the answer, and usually burn out, or worse - quit, leaving empty-handed

2. The “winging it” crowd: this lot post ad-hoc, bank on random inbounds to sign clients and generally just make it up as they go along. This CAN work… but I have clients who rode this wave until they couldn’t anymore. Their business wasn’t predictable enough, and they grew sick of it

Truth is, both have the same problem:

Neither has a system that grows their brand AND brings them clients in minimum time.

That’s why next week I’m opening The 3 Hour Creator.

That’s where I help you turn your 4-figure audience into $10,000/mo with just 3 hours a day.

Over the next 8 weeks, we’ll build a 90% profit revenue stream with just 3 hours a day. So you can work less and live more.

If you’re interested, you can apply here.

5 spots only. Wanna keep this small and tight knit. Action takers and winners only.

Doors close Friday at midnight.

– DW

I never wanted a job. I never even wanted a business.

For as long as I can remember I always wanted to be a writer. It’s my old english teacher’s fault. Mr. McGuffy. He was the first teacher who believed in me. I mean really believed in me. Loved what I was about. Forgave me for my shortcomings, namely turning in homework late. At the end of class everyone would turn their work in, I’d go up to him and grovel.

“Sorry sir, I’m halfway through it but I want it to be good. Do you mind if I turn it in tomorrow?”

“No worries Dan, bring it to my office at lunch.”

He was never ever there. And his office was upstairs in some weird room. There was no light up there. No body ever ventured up there. It felt eerie. Like you weren’t supposed to be up there. Like an old person’s attic. I imagined the cleaners really hated going up there.

Anyway. I’d turn my work in late. Parents evening was a laugh. Every teacher roasted me. Not Mr McGuffy. Spoke about me to my Mum like I was TS Eliot. The only gleaming review. English.

Of course, I got an A* on my English literature test. I got an A on English language. My two highest grades by a long way. Apart from P.E, everything else was shit.

So that’s where I got the appetite to write.

Went to Uni. Hated doing the work until the deadline forced me to get 2000 words written in 24 hours hours. No proof read. Just fling it in and hope for the best. I did well.

I’d write the social media posts for the rugby team. My posts were always the best. Funny. Packed with inside jokes. People loved them. I was born for this shit.

But anyway, I’m drifting off course. What’s this got to do with Substack and getting clients?

Well once I decided (or rather figured out) I wanted to be a writer, I had one big smelly stinky ass problem to solve.

“Who’s going to pay me?”

I couldn’t work for a boss. I’d been a business owner the last 2 years. I needed my freedom.

In short the problem was: “HOW DO I TURN MY LOVE FOR WRITING INTO MY OWN BUSINESS WHERE I CHOOSE MY CLIENTS… WITHOUT BEING AN AGENCY OR FULL TIME GHOSTWRITER?”

I was already writing blogs on my Squarespace site. But I was fucking clueless when it came to monetising it.

That’s when I found Money Twitter. I spoke about this at length last week’s letter ‘The Man In The Box’. And although I slated the living daylights out of it, it taught me some great skills and lesson about monetising your writing. Email marketing. Lead generation. Marketing. Sales. All that jazz.

I did well. Scaled up to $15k/month. Was regularly bringing in $10,000/mo, until it all collapsed. But that’s another story.

I did most of that with email at the core of it. I sent an email a day for 2 years. Every single day.

Unless they’re writers, I would guess I’ve written more words than your parents. Both combined.

I’ve written:

• 823 emails and newsletters

• 37.6K tweets

• 30+ offers/sales pages

• 50+ SOPs

• 200+ hours of course material

• 1 screenplay

I learned a thing or two about longform writing. And I learned a thing or two about monetising lists. And most importantly, I learned a thing or two about generating high quality clients who come directly to me.

The key to it all is longform.

1 idea, clearly expressed

You know I don’t actually think what you talk about matters that much. What matters most is how clearly you express it.

What I mean is the topic is kinda secondary. You start with one idea and you just let it rip.

The key is sticking to it. The key is finding the golden thread and staying on it.

I’ve turned stories about reading books into clients. I’ve turned stories about crazy friends building massive projects in Bali into leads. What matters most isn’t the topic. It’s how clearly you express yourself.

The biggest mistake I used to make was introducing too many ideas. That might make interesting writing, but interesting doesn’t lead to sales. The key to sales is keeping it about one thing. That’s a little trick of the trade there, and you can have it. Why not?

Writing for applause is a massive mistake and it’s a trap many people fall into.

But this is actually good news. Because if have the skill of clearly expressing ONE idea (about anything) and the skill to transition that into a conversation about what it is you sell and do? Well then sir, you’re one of the RARE people on the planet who can sell with the written word.

Too many ideas prevent that from ever happening. It’s really about saying less.

The skill of good copy isn’t selling. It’s staying on one thread. One idea. Clearly expressed.

Kill your darlings. Kill the fancy stuff. Kill the stuff that you feel emotionally towards.

Blood and bone only.

How I create longform letters that actually sell (4 steps):

1. Find an idea that excites you

This might be the hardest part yeah. Because the idea is everything.

I find that ideas usually hit me out of the blue. On a walk. In the shower. When I wake up. There’s alot going on under the surface, and I find they tend to bubble up eventually. Not always when you need them though.

That’s why I like to keep a log of my ideas.

Ideas always feel great in the moment because they’re fresh. A good way to implement them is to get them into short form and test them on socials.

But I personally can’t write about anything I’m not excited about. If it doesn’t excite me, I can’t write about it.

That’s why even with my log of ideas, I still consult the ultimate decision maker: “how excited I am about writing about it?”

If it excites you, it will excite the reader. This is more important with longform than with shortform in my opinion. Because longform, the reader must stay with you. It’s deeper. Shortform you’re playing on different things.

2. Tell the story

Okay so there’s a reason why the idea excites you. It carries emotional weight, usually inspired by a real life event or memory. Memories that are emotionally charged. The best way to express it is by simply telling the story.

What happened?

Stories throw the reader into the scene. The more personal the story, the more the reader will feel connected to you and the message you’re sharing.

Here’s how I see stories (And why they’re the best sales and attention retention tool you have):

Stories lead people to the answer, idea or solution they’re looking for by luring them in, building curiosity and ultimately taking them on a journey, step by step. Stories don’t tell, they show. They lead. They don’t teach, they transfer wisdom into people by realising the idea for themselves. Spiritually, they find the idea themselves. It becomes theirs. And when people own something they find, they value it more.

That’s why they’re powerful. That’s why they work. That’s why I tell them. And they’re incredibly fun to write.

3. Write till you find the insight

99% of the value you can share with your audience comes from your own lived experience.

That’s why the sale in longform really happens the moment the reader realises the insight. An insight they can’t get anywhere else. One that came from a unique moment. This is the moment where his beliefs shift and he find clarity. The real reason you’re writing your longform and the story is because the insight is buried in there.

You may have noticed I always start my essays and articles with a story. That’s because I’m yes, luring you deeper and deeper into my piece. But also because I’m digging my own memories for the insight I want to share with you.

It’s not just self-promotion. It’s self-discovery. That’s why I love longform so much. I learn more and more about myself every day. Nothing better than that.

4. Clear offer

Alright. Your story and insight has stirred up all this emotion. The reader is emotionally invested. They’re moved.

Most creators write great stuff but have no idea how to transition to the sale. So they don’t. Or they awkwardly bolt on a CTA that feels forced.

The key is making the offer logical.

Your content is emotion. Your offer must be logic.

Your piece has stirred up all this emotion. They want to do something. But they won’t move forward until the executive part of the brain, the logical part, says yep – let’s do it.

Alex had this problem. He had all the emotional buy in from his community. His X articles were literally pulling 4M views on some.

The solution was actually getting them to convert.

How? With a clear, crystallised offer. Something that enabled the actual sale to take place.

An offer which shows the client what the transformation they’re getting, in the simplest terms. It makes them see insane value, logically, and they say “I want that”.

We clarified his offer. 2 sales came in overnight. 2 sales for his inner circle.

That’s what a clear offer does.

When you combine emotional content (stories, insights) with a logical offer (clear promise, proof), people buy.

The biggest mistake I see people make their offers (and why it doesn’t sell) isn’t that the offer is bad. It’s that it isn’t clear enough.

This is the first thing we build when you join The 3 Hour Creator.

Clarify and crystallise your offer. Your promise. The thing people actually pay for.

Because you can write all the essays you want. If your offer isn’t clear, you won’t get paid.

Shall we build yours?

Next week I’m helping 3 creators build a Freedom Machine that runs on 3 hours a day and generate $10K+/month.

We start with your offer. Then we build the content system around it.

If you’re ready to turn your writing into clients (not just readers), I’m opening up reservations now so you don’t miss out when the doors open.

You can apply here.

3 spots only this month. That’s it.

First come first served.

Stay classy.

– DW

I was walking a new route this morning when I heard something. It sounded like some kind of beast. I turned to my right and saw 3 cows in a pen. Looked like a dad, mum and a kid. They were knee deep in their own shit. It had been raining the night before so it was extra sloppy in there.

The cage was tiny. Made of wood. Just a few wooden sticks stuck in the ground really. They easily could’ve broken out of this thing. Trampled it down.

But they didn’t. They just wandered around, careful not to get too close to the sticks. They have no idea how close freedom is. One big push and they’re out. Part of me wanted to liberate them.

But maybe they don’t want freedom.

Maybe the box is safer. At least they know what’s inside.

Accused of Homophobia

Not long ago I was one of those cows. Buried in my shit. Except the box I was in? I’d created it myself.

When I first started writing online, I was writing about whatever I wanted.

I had one goal:

Expression.

My secondary goal was to teach. So I built a website on Squarespace. Started posting weekly blogs. I loved it.

I’d spent all week thinking about what I was going to write. Consuming books while I mowed lawns in my day job. Then on the weekend I’d just splurge it all out. 2 massive writing sessions. On Saturday, one Sunday.

The set up was elite:

2 packs of nicotine gum. Fasted. Caffeinated up to the eyeballs. I’d just go and go and go. The funniest part?

I would always run out of time and just post it as is. Zero technique. Zero “best practices”. Just pure expression. This is how things would usually go Sunday…

“Ah damn, it’s 8pm. I better just post it now”

Barely proof read it. No edit. Just hit publish and promote it to my Instagram audience. I got a lot of DMs every time I’d post. I’d wake up the next day to my inbox flooded. But I still had no real concept of how many people were actually reading.

But then one day I was having lunch with my work pals. Out of nowhere one of them just erupts at me.

“YOU FUCKING HOMOPHOBE”

“What? Homophobe?”

“I SAW WHAT YOU WROTE IN YOUR BLOG. YOU’RE DISGUSTING”

So yeah… turns out my takes were way too spicy for my Instagram audience where I was promoting my work (I think they’ve since calmed down, as have my takes).

At least people were reading it right?

So I pivoted to X (formerly Twitter – R.I.P).

My audience there was 0. I had to build it from scratch. And then I fell down the hole…

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I Created My Own Prison

This part of the internet was called “Money Twitter” for a reason. It was fun, but it was like being at school. Everyone was competing. Bragging about how much money they were making. People were literally banging out 100s of comments a day in order to grow. I was one of them.

And I managed to break through the noise. But I still felt shit, especially when people 10 years younger than me were making 2x more (or so they claimed) than I was.

My response wasn’t to get out of this weird little rat race. It was the opposite… I doubled down. I got obsessed with all the money twitter bollocks.

30x comments a day. Posting my earnings. Competing.

I got hooked on marketing. I got hooked on outcomes. Don’t get me wrong, it was great watching the money go up. But it was shallow. Pyramid schemey. I was only attracting beginners because my content was literally a beginner bragging about how well he’s doing.

When I got some success, that’s when the real trap got me.

I felt I had to put myself in some kind of niche. Defined myself somehow.

I started viewing myself as “this guy”. “The copywriter.” “The marketer.” “The entrepreneur.” “The coach”. All limited identities which kept me stuck. Creatively. Financially. Spiritually.

Especially as each of those identities were tied to one metric: revenue.

As a copywriter, you’re judged by how much money you’ve generated. As a marketer you’re judged by how much revenue you’re making right now. As an entrepreneur you’re judged by how big your company is. As a creator you’re judged by how big your audience is.

I got caught up in all of it.

Labels That Make You Feel Shit

Those identities are fragile. When you’re not “winning” in those domains, you have a bad month, you lose clients… you feel like you’re tumbling – no CRASHING – down the invisible hierarchy of the creator economy. You’re a failure.

Fear and paranoia dominate your mind.

“…Everyone is going to know I’m a fake”

“…My engagement is down… am I losing my audience?”

“…I told them I made this much last month… this month isn’t that high…”

I was pinning my joy to some imaginary hierarchy no one gave a shit about.

Fragile. Dangerous. Foolish. Because when you lose – no one sees it – but you feel humiliated. Like a failure.

And in the process, I lost my way. Didn’t enjoy my work anymore. I felt trapped.

I’d built my own prison.

I’ve done that a lot in the past. Grabbed onto an identity which feels secure. That people can refer to me as. But they’re labels.

And really the whole time I was looking for one thing…

To make a living being MYSELF, not someone else.

But I wasn’t being myself at all…

Here’s what I learned from all of it:

You don’t need a niche. You need a spine.

The most profitable creators don’t fit categories. They go deep. Get obsessed. Read weird shit. They make it personal.

They become artists BEFORE they get the fame, the money, the status.

That’s the secret.

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Identity Is The Cage

Those cows were in a cage of wooden sticks. Knee deep in their own shit. Turns out, so was I.

But my cage was the layers of fragile identities I’d piled on top of each other.

The problem wasn’t that I wasn’t able to sustain the old identity. The problem was that I was allowing it to imprison me. Keep me from expanding. Stuck in my own excrement.

On January 1st, I had a conversation with a friend who helped me realise I could break out of the cage I’d built.

He asked me one simple question:

“What do you really want to do?”

Without hesitation:

“I want to write screenplays”

I’ve since written that screenplay. But let me tell you what I realised from writing it… The first part of that statement is more accurate than the whole thing.

“I want to WRITE…”

And what that REALLY means is I WANT TO EXPRESS MYSELF.

When I was pretending to be a creator… a copywriter… an entrepreneur… a marketer… it was all bullshit. It was all preventing me from doing what I really wanted to do.

Create work I love. Help people. Show the world who I am.

F*ck the outcome.

I got into this game to write what I wanted to write about. Not to build funnels and flex my earnings on social media. I got into this to express myself. I got into this to create art.

I’m a writer. An artist. The metrics are subjective. The cage is gone.

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They’re Still There…

I walked past those cows again this morning.

Still there. Still knee deep.

Still careful not to touch the wooden sticks.

I wanted to push them over myself. Show them how flimsy the cage is. How close freedom is.

But maybe they’re not ready.

Maybe the box feels safer.

The cage was never locked.

They just stopped pushing.

So did I.

Until January 1st.

One conversation. One question. One push.

The sticks fell over.

I’m out.

The question is: are you?

Most creators are standing in their own shit.

Not because they have to.

Because the cage feels familiar.

The copywriter. The marketer. The coach. The whatever-you-call-yourself.

Those aren’t identities.

They’re wooden sticks.

One push and they fall over.

But you have to want what’s on the other side.

You have to want expression more than safety.

Art more than outcomes.

Freedom more than the familiar cage.

Most people think you need 60-hour weeks to build a real business.

You don’t.

I’ve helped dozens of creators build Freedom Machines with just 3 hours a day.

Real revenue. Real freedom. Real life.

Like Tim told me yesterday:

If you’re ready to push, I can help.

I work with creators 1-1 to build $10k+/mo Freedom Machines — real businesses that run on 3 hours a day.

Stay classy.

– DW

Thursday afternoon. I was sat in a cafe. BUSH RADIO. Suffering from the worst case of writer’s block I’ve had in years.

I’d recently knocked the cigarettes on the head (bad move). I found myself staring at a blank page. This never usually happens.

Truth be told I’d been dreading writing this all week. I didn’t know what to write. I’ve been trying to piece together everything I’ve been working on. All the ideas. The newsletters. The content. The YouTube.

WTF IS IT ALL FOR? WHAT DOES IT MEAN?

It felt like trying to lift a weight I wasn’t ready to lift. Already Thursday. I usually have a first draft by now.

I opened my laptop. Started digging for inspiration.

On my screen: Jack Moses and Nik Huno. The Artist vs The Machine.

They’re speaking live when Jack comes out with something I’ve been feeling for a long time:

“People are waking up and questioning: IS THIS WHAT WE REALLY WANT? Keep grinding away so I can have more resources to spend on propaganda from the machine?”

I find myself nodding. Things start slowly clicking.

But I still can’t find the inspiration to write.

The Ground Was Shaking

That’s when I get a tap on the shoulder.

I’m not gay, but this guy is handsome. Dark eyes, dark hair – feathered. Like one of those haircuts from the 80s. He’s feeling the bench underneath him with a concerned look on his face. Eyebrows crossed.

“Bro, do you feel that? The ground is SHAKING!”

Italian accent. Of course.

“Er what? OH THAT? *feeling bench* It’s just the music. It shakes the whole building.”

He breathed a sigh of relief.

“Oh… okay, thanks.” He tells me his name. “RICCARDO.”

“DAN. Good to meet you.” We shake hands. I like this guy’s vibe.

“So what’re you working on?” I ask him.

Turns out he’s a creator too. Makes films. Pretty much every post goes viral. 10k+ views every time easily!

We end up having one of those conversations that feels like a podcast. Where you can’t even see them, you feel like you’re communicating telepathically. Time stands still. You find yourself nodding along with everything they say.

The more we talk, the more I realise: we’ve walked the same path. And he’s reached the same point I have.

He was speaking with that trademark Italian passion – that FIRE – when he said something which resonated:

“When I’m working on my own stuff I feel so good. So creative. When I’m doing stuff that isn’t for me… I can’t do it”

He told me he’s trying to automate his business. He wants his time back. So he can focus on one thing: film making. Telling stories. Building HIS brand.

“This path I’m on now? I didn’t choose it. It happened. LIFE GIVES YOU A SIGNAL. IF YOU CAN SEE IT, THAT’S THE MOMENT WHEN YOU MAKE IT HAPPEN.”

He felt the call. Not the call to “scale his business.” The call to pursue art.

That’s when it hit me like a train.

I told him:

“This conversation was what I needed to write this.”

I had writer’s block because this was the moment I was waiting for.

Not a spark. Not an idea.

Proof.

Cosmic proof that…

Everyone Is Becoming An Artist

There is a massive shift happening right now.

A shift from grinding to creating. From performing to expressing. From content to art.

On New Year’s Eve I decided to write a screenplay. It pays me nothing. But it changed everything.

Choosing to write the screenplay was just the beginning. I shifted from working for an “outcome” to writing for my own creative satisfaction. For the first time in years I feel like I’m making things for my own approval, not others. It’s liberating.

The irony is that people noticed.

It’s not just clients and revenue. It’s people in real life too. They feel it.

Riccardo wasn’t a coincidence.

He was a mirror.

People are becoming artists at an accelerated rate. And the ones who resist it – who keep obsessing over their hooks, keep optimising funnels, keep manufacturing content – they’re going to become invisible.

Because you can’t compete with someone who loves what they do. It’s too magnetic.

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Naval Called It

Naval said it years ago:

“Eventually automation will replace every non-creative job... Then we’ll be looking for new ways to entertain eachother”

And now it’s finally coming true.

We’ve never had more free time. Robots are handling the grunt work. The $5/hour tasks. The stuff that drains your energy. Which means you’re free to finally work on the only thing that scales.

Creativity.

Because what AI cannot do is feel something. And then make you feel it too.

FEELING Is The Secret

In my view, FEELING is the secret to creativity. To art.

Because feeling creates taste. Feeling creates vibe. A unique flavour people keep coming back for.

Your “secret sauce”.

That secret sauce? That’s the thing that scales, because it cannot be replicated. There is no competition. Nothing can be compared. Every Da Vinci painting. Every Nike shoe. Every McDonald’s burger. It has a flavour that can’t be copied. You might joke about McDonalds but think about it – you can only get a McDonalds burger from McDonalds.

It reminds me of Spongebob where Plankton’s burger place gets 0 customers and Mr Krab’s place is always booming. It’s because of Mr Krab’s “secret sauce”. Plankton is always trying to steal it but is never successful. It’s actually quite sad, I feel sorry for Plankton. If only he knew that the real secret wasn’t copying others. It was marching to his own drum and creating his own UNIQUE FLAVOUR.

That flavour, that “secret sauce”, can only come from feeling.

“Does this feel right?”

“Does this feel aligned?”

“Do I love this? Or is it just passable?”

These questions only you can answer.

That’s why feeling is the one thing that cannot be automated.

Sure… AI can recognise patterns. That’s awesome. Can help with producing “winning” stuff that will likely work. But that’s outcome-driven. That’s not art.

Anyway. Riccardo didn’t read Naval. He didn’t have a framework. He just followed what he FELT. And ended up exactly where Naval said everyone would end up.

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Back Pocket Dreams

Just as I was about to start writing, I needed one more thing from Riccardo.

He had his earphones back in, already getting into his work.

“Sorry bro… one more question: WHY NOW?”

Although he was just about to get into a deep work session, he went straight back into podcast mode. Like I’d asked him the most important question in the world.

“10 years I’ve wanted to travel. So I finally took the dream and took the dream out of my pocket. I found film making… I went to Australia not to get a job but with my own job...”

Then he told me the crucial piece:

It goes back to what I was saying above. FEELING is the secret. And that signal is everywhere right now.

When you follow your energy, it leads somewhere. Always.

And right now, for a lot of us, it’s leading to the same place.

Art.

Art Is The Only Thing That Scales

Art is anything done for its own sake. We don’t force it, it comes when it’s ready.

When we remove the need for any certain outcome (profit, fame, success, metrics etc) we’re finally free to make art.

I did this when I decided to write my screenplay for 1 hour a day even though it hasn’t paid me a dime.

Here’s where a strange paradox comes in:

Money is a by-product of expression.

My definition of expression is sharing who you are with the world. The real you. It’s God speaking through you. Your soul communicating with the world.

The more you express yourself, the more money you will make.

Not because expression is a strategy. But because expression is magnetic.

Expression, when done with love, carries a higher frequency. Love is a high frequency. Higher frequencies are more attractive. Because it feels better.

When you put love into your work, it takes on a life of its own.

It carries more meaning. That meaning has the power to CHANGE people – because they feel it.

People don’t pay for information. They pay for transformation. They pay to feel something. To be changed by an encounter with your work.

The more you give a shit, the more they give a shit.

The more you love what you make, the more they love it too.

That’s not a marketing strategy. That’s just how humans work.

The hard part is detaching from the outcome and falling in love with the process.

That’s actually the REALLY hard part that most can’t do. But every great artist made this shift. They chose art before the money, and the money came later.

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Your Work Must Change People

Most creators are invisible.

Not because of the algorithm. It’s because nothing they put out changes anyone!

You’re too worried about being liked. Fitting in. Going viral. So everything that comes out is a performance. A lip sync of someone else you admire. Someone successful. Someone who went viral.

Empty. Hollow. Meaningless.

You need to stop producing work because you have to. And start producing work that matters to you.

A fellow Substack writer, Philipp, put it better than I could:

Here's what helped me make the shift.

I. Everything you create has to stink of love

Take grandma’s cake vs the shop cake. Hers tastes better because she gives a shit. The flour. The eggs. The process. It all vibrates differently. You’re literally consuming a higher frequency. You get excited about grandma’s cakes. You couldn’t give a rat’s arse about the store cake.

Because of how each makes you feel.

The Beatles understood this: “All you need is love.” They were the greatest selling band of all time.

When you love your work, people feel it. The pleasant by-product of expression that comes from a place of love is money, as The Beatles and countless others have found out.

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II. Every piece of content is a song

I’ve been listening to a lot of music lately. And 3 days ago it clicked.

Want if I started seeing everything I create as a song on an album?

You never know which one hits.

You have to love making them all.

Otherwise you’ll never be satisfied.

Make them for yourself first. The right people will find them.

III. Be the #1 consumer of your own work

Start making things for you. You’ll naturally want to live in it. Which means others will too.

• Write articles you can’t stop re-reading

• Create products you keep learning from

• Build sales pages you read with a smile on your face

Make stuff you love. That’s what matters most.

IV. You don’t need a niche. You need a spine.

The most profitable creators don’t have niches.

They have a spine.

They go deep. Get obsessed. Read weird shit. They make it personal.

They become artists BEFORE they get the fame, the money, the status.

That’s the secret.

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V. Don’t build a brand. Build a world.

The highest form of creation is building something that lives on its own.

Worlds do that. They breathe. They grow. They pull people in without you pushing.

But a world can only sustain itself if it was built with love.

Because love is the only thing that creates something worth living inside.

Achilles is building his world right now.

95 members. The engagement is off the charts.

It’s not a community. It’s a world. A world that lives on its own.

If you’d like me to help you build yours, feel free to drop me a message here:

Now here’s the thing nobody tells you. The big plot twist I realised on January 1st, 2026…

You were an artist this whole time

I didn’t become an artist.

I just stopped pretending I wasn’t one. I stopped SUPRESSING myself and started EXPRESSING MYSELF.

We were all born to create. To express ourselves.

The screenplay. The weird rabbit holes. The obsessions. The work that keeps you up at night not because of deadlines but because you can’t stop thinking about it.

That’s not a hobby.

That’s a calling.

Riccardo felt the ground shaking and thought it was an earthquake.

It wasn’t.

It was the shift.

And it’s coming for everyone.

The only question is whether you move with it or get left behind.

Stay weird.

– DW

PS. This shift is happening now. Everyone is a creator. The ones who stand out?

The artists.

I’m building something for creators ready to ascend from content to art.

It’s called Creatopia.

10 founding members only.

If you’re interested in being one of them, shoot me a message.

Thank you.

4.30pm. Wednesday. I hop off the school bus. It’s been on my mind all day. I rush home. The walk is 20 minutes. I do it in 15. Get in the house, dump my bag at the bottom of the staircase, sprint up the stairs, smash the on button of my Xbox 360 so hard I nearly break the machine. The menu screen loads… I don’t leave the beanbag perched in front of my TV all night.

7pm. Mum calls up. “Daniel, dinner’s ready!” No response. Too busy. Slaying dragons. Fully immersed for 6 hours in this fantasy world where I could be anyone I wanted. Sweaty. Sedated. Shameless.

8pm. I drift downstairs (reluctantly). I’ve lost all track of time. Mum’s cling-filmed my dinner plate.“It’s cold now” she says. She’s disapointed. I smash down the cold dinner. Alone. Run back upstairs. Pick up the controller and resume game like sweaty toad.

11.30pm. Crawl from beanbag into bed. Exhausted. Realise I forgot to shower. Knowing tomorrow I’d do it all again.

I realise now why I loved that game so much. Skyrim.

It wasn’t a game at all. It was a world.

Blame the parents

I’m a nerd.

Not the Bill Gates nerd-NERD. More like the obsessive kind.

Stories were my earliest obsession.

At bedtime, my mum read my brother and I Harry Potter. Prisoner of Azkaban was my favourite.

My Dad read us The Bible. David and Goliath.

I once told my teacher I lived in a lighthouse. Told her we rowed a boat to school.

From as young as I could write, I was making up stories.

Soon another family activity emerged: watching films.

My Dad would be half a bottle of wine deep and put on films WAAY too heavy for a child.

Imagine a 12 year old me, watching Saving Private Ryan. That opening scene. When they storm the beach. Blokes puking off the side of the boat. Bullets flying overhead. Dinging off the metal exterior. The front of the boat opens to a chainsaw of machine fire. Half the men are already dead. Blood and sand are splattered on the lens. I feel the knot in my stomach turning into a bowl of nausea soup.

There was no dialogue for the first 20 minutes of that film. Just blood and guts.

Harrowing. Traumatising. Incredible.

When Dune came out it instantly became my favourite film. I watched it 3 times in a month. Eventually I read the books and the world came to life in a whole new way.

Game of Thrones. WOW. WHAT A FUCKING SHOW. They murdered the final 2 seasons, but what can you do? George RR Martin didn’t write them.

My brother got me the books for Christmas one year. I’m on Book 4 right now.

I just fucking love stories. And the best stories aren’t even stories. They’re worlds.

Imagination rules the world

In January, I poured all my imagination into a screenplay.

Writing that thing taught me what building a world is really about.

Truth is, I’ve been building worlds for years. Not just in my screenplay.

In my business.

2 years ago built Arthur. Think knights, heroism, myth. 400 people joined that world. Now I’m building The 3 Hour Creator.

You need a world to bring people into. If your brand on social media is your shop front, your world is the themepark they walk into – the video game. The reality they always dreamed of, but haven’t found.

I learned this when I built Bad Creature Society – we didn’t build a community, we built a world with lore. It was called Sol Andreas - 6 gangs. Each with their own backstory and myth.

It was a free ($0) world – the “outer world”. Then we released the paid version – the “inner world”. People ascended themselves.

The mythic progression made people naturally want to ascend from the outside world we built (“The Badlands”) to the promised land (“The Oasis”).

That mythic progression from free (outside world) to paid (inside world) generated $240,000 in 3 weeks.

When you build a world the RIGHT way… people ascend themselves. Which means they spend more. They stay longer. And they do it all off their own accord.

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Niche obsessions become your world

Worlds aren’t just fictional creations.

You can build a world around you in your real waking life right now.

I did this totally by mistake at the end of last year.

In 2025 I basically took a year off. Not fully, but I kinda stopped giving a fuck about business and reconnected with my passion: surfing.

Why? Well, I was low on cash and didn’t want to pay for the $200/mo gyms in Bali. Surfing became the cheapest option, and I had 2 surfboards so I didn’t need to pay anything except for board repairs and 20p for parking my bike at the beach. Anyway, I fast realised/remembered that surfing was why I came to Bali in the first place. World class surf on your doorstep, 24/7 - 365 days a year.

Instead of chasing business goals, I chased one goal – become the best surfer I can, as quickly as possible. It became my obsession. I surfed daily. Not only did I progress fast, my energy 10xd. I got tanned. Lean. “You’ve got one of those surfer waistlines” my boy Connor said one day. The key point was when my housemate, Davy, started getting curious.

“You look good bro”

Every morning he saw me grabbing my board and heading out for a surf. Eventually he said it:

“We should go catch some waves”

He’d never surfed before but wanted to try it.

So we went. First time he loved it.

He started telling people about surfing and we started inviting other beginners to come surf on Saturdays with us.

Within weeks it became a full blown community. We simply called it: Surf Club. WhatsApp group. Over 30 members. It grew fast. Same place every week. There’s a million run clubs in Bali, but no surf clubs. Not like this. Mates hanging out.

We grab a coffee. A croissant. Shoot the shit, then head for a surf.

It took on a life of it’s own. New faces started showing up every week. My network grew fast. People loved it more than I did. They still do. It’s currently running in Bali while I’m here in Lombok (the next island over).

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It’s a world that lives on its own.

It all stemmed from one man’s obsession with surfing, and a whole world formed about it.

This is such a simple world:

Setting:

• Canggu, Bali – The Times Beach Warung

Rules:

• Saturday = surfing

• Coffee + croissant

• No rush

Values:

• Connection

• Vibes & enjoyment

• Energy & health

I didn’t plan Surf Club. I just showed up with my board consistently. It spawned. Now it runs without me.

That’s a world.

Shopfronts vs themeparks

I see a “brand” as your shopfront.

Your content. Your marketing. Your message. Your vibe. Your colours.

Your social media.

Your WORLD is what happens when someone enters your shop. But instead of walking into a shop… they walk into Disney Land. They walk into a themepark which you designed.

Apple stores aren’t shops. Walk in and you know it. Everything’s curated. The high ceilings. That suction on the box when you open a new iPhone.

Nothing charges unless it’s Apple. You can’t leave.

That’s a world.

You don’t just use a product. You become an Apple user.

Ergo:

Apple don’t just give you a product. They give you an IDENTITY.

That’s why I say to my clients: don’t sell a product. Sell an IDENTITY (more on that next week).

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Onions have layers

When Achilles came to me, he was confused. He’d grown a decent following on X and Instagram. His engagement was through the roof.

But the coaching clients weren’t coming.

His shop front, the Achilles brand, was pulling 100’s of followers a week. Thousands of people outside his shop. The cognitive dissonance this causes is insane.

“I have all these followers… all this engagement… WHERE THE FUCK ARE THE CLIENTS?”

It’s painful. I know because I’ve been there.

After a couple calls I realised the problem wasn’t his engagement. It wasn’t his content.

It was depth.

He had no world to bring people into. No “next layer of the onion”.

The solution wasn’t just creating an offer. It was creating a world – copying the Disney Land model.

For Achilles, this world is ‘Sons of Achilles’. A brotherhood and introductory offer to get people from outside his shop and into his themepark. His world.

What he’s building isn’t a community. It’s a video game. People engage and are rewarded for doing so. This creates way more buy in and commitment.

He launched 5 days ago. 69 (wa-heeey) members already. That’s 69 people who said YES to entering his world.

The more they say YES, the deeper they go.

The deeper they go, the more they commit.

You know you’ve built a world that has meaning when you get engagement like this:

That’s why:

Your brand is only as strong as the world you create.

Ready to build your world?

If you want to build a strong brand in 2026, you need a strong world.

This week I’m opening up 2 spots to work with me 1-1.

I’ll help you build your world so you can turn your audience into a $10,000+/mo Freedom Machine with just 3 hours a day.

I only work with action takers.

So if you resonated with this message today, and think I can help you reach the next level in your creator journey and income:

You can apply here.

2 spots only. First come first served.

Let’s build your world.

– DW

PS. I’m currently staying on the beautiful island of Lombok. And the upload speed for YouTube vidoes is… shall we say… sub par. So the YouTube version of this letter will be available shortly (pinned at top). It’s a banger – I filmed it at a stunning lookout point, so it’ll be well worth the wait. Hold tight. Thank you.

I didn’t get obsessed with Michael Hutchence because of the music.

I got obsessed because he dated supermodels.

Without building a business, posting content or sucking up to people at the top.

That contradiction fucked with me a little. That made me curious.

And it exposed a truth most creators don’t want to hear:

Magnetism is the most scalable form of leverage. Not business.

Now I’m not interested in copying Hutchence’s life.

I’m interested in the mechanism that made him impossible to ignore.

That’s why for the last two weeks, I’ve gone deep down the INXS rabbit hole.

Read Michael’s biography (written by his sister). Watched the documentary Mystify. Listened to their 1987 album Kick on repeat.

Widely considered an artistic masterpiece.

Hutchence was many things:

• A poet

• A singer

• An actor

• A millionaire

• A father

But above all? He was one of the most magnetic stage performers the world has ever seen.

Yes, he had fame, money and sex appeal. Yes, the list of women he dated is INSANE…

…Supermodels like Helena Christensen, global superstars like Kylie Minogue.

But those weren’t the cause. They were the effect.

Hutchence died young.

But his work didn’t.

And that’s the part I care about.

Because what made him unforgettable wasn’t a niche, a strategy or a “personal brand.”

It was something far simpler… and far RARER:

He had a spine.

A clear internal signal. A felt sense of who he was.

And when he walked on stage, the world worshipped it.

Here’s what I found:

Money is a by-product of expression

Here’s what most creators don’t understand:

Expression scales infinitely. Operations don’t.

Business owners build funnels, manage clients, trade time for money. Limited by capacity.

Artists write poetry on hotel stationery. That poetry becomes hit records like Never Tear Us Apart.

That song generates royalties 30 years later. Unlimited scale.

That’s why Michael Hutchence amassed a $20M estate without knowing a thing about business.

He had a spine. He expressed it. The money followed.

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What is a “spine”?

A spine = who you are when nobody’s watching.

Your obsessions. Your curiosities. Your depth.

Not a niche. Not a target audience. Not a content strategy. Not a business plan.

Just who you are. Unapologetically.

Having a spine is what made Hutchence compelling.

His spine.

The depth. The obsessions. The unapologetic identity.

My own experience confirms this.

When I ask clients why they signed up to work with me, they don’t tell me:

“Your funnel”

“Your tool stack”

“Your offer” (believe it or not)

They always tell me the same thing:

“Your personality”

That’s a spine.

If you want to get paid for being yourself: you need one.

Because people don’t buy offers any more. They buy PEOPLE.

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Your life’s work comes first

This is where people get it twisted.

INXS didn’t “blow up.”

They struggled for 10 years and recorded 5 studio albums before they “made it”.

Michael was already famous, but he was dead ass broke and had no money.

Money always eventually catches up with attention.

But attention comes from creating your life’s work.

Michael saw himself as an artist – not a rockstar. He wanted to create a body of work that outlived him. It did.

That’s the irony.

That’s how Hutchence’s work outlived him — culturally and financially — without him ever trying to “build a business.”

How to become a Creator Economy sex god

You don’t become a rockstar by being like everyone else.

You become a rockstar by developing a spine. A unique, authentic perspective on life.

This is where your consumption becomes the fuel of your brand.

Because your influences shape your content. Your expression. Your art.

The terms “You are what you eat” and “garbage in, garbage out” come to mind here.

Hutchence wasn’t looking for inspiration where today’s creators look.

He read poetry. He read weird novels like Perfume: The Story of a Murderer, an absolute mindfuck of a book. A sensory odyssey. Every page your sense of smell is activated on a level I haven’t experienced in years. Incredible.

If you want depth in your work, your inputs matter.

If your entire creative diet is Hormozi videos, don’t be surprised when your output is dull as fuck.

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The Artist Mentality

When I was younger, people used to always tell me I was “deep.”

Many people couldn’t handle it. They used it as a jibe at me. Not an insult, but in a “I’m not really here for that” kinda way.

I thought I was weird.

I listened to music which brought me to tears. Went down rabbit holes. Questioned life.

The moment I stopped suppressing it and started using it, shit started clicking.

The fastest periods of growth in my brand came from:

• Personal stories

• Strong opinions

• Lived experience

In December alone, I generated 1.78M views across platforms.

Two posts did most of the work – both personal stories from my life.

Not optimised. Not engineered.

Just true.

That’s when I realised:

Your life IS content – if you’re brave enough to share it.

Make it personal

Most creators make the mistake of posting stuff that means nothing to them.

So it means nothing to the audience either.

INXS only really broke through when the lyrics became personal.

The same rule applies more today than ever.

Stop trying to “go viral.”

Make it personal and let the audience decide what spreads.

That’s how expression scales.

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You must become a rockstar before you are a “Rockstar”

What makes a rockstar?

Yes fame. Yes sexual prowess.

But people become rockstars long before they ever get the status, the fans, the hit records.

The purpose of this letter is to change how you think about your brand. Your content. Your creativity.

You WANT the status. The money. The admiration. The respect.

But are you willing to become the person who magnetises that?

Are you willing to be weird and step outside the box?

To put everything on the line to realise your dream?

To put creative satisfaction before the money?

Michael did.

He’s proof that creativity scales infinitely. Because art scales infinitely.

Commerce (the world most creators live in) is limited.

That’s why I say FUCK owning a business.

If you’re a creator, the last thing you want is a business that requires you to become dull, safe and predictable to survive.

All the people I know who’re “good at business” are dull as fuck.

Instead: Become an artist. Become a creative animal.

Become a rockstar.

From business owner to rockstar

Most creators are trying to build businesses.

Niches. Funnels. Living in spreadsheets.

Boring as fuck.

Rockstars don’t have niches. They have spines.

They go deep. Get obsessed. Read weird shit. Make it personal.

They become artists BEFORE they get the fame, the money, the status.

That’s the secret.

Stop trying to be a business owner.

Become an artist. Become a rockstar.

Not AFTER you get validation.

Before.

Explore your tastes. Go deep. Write about it. Post about it. BE IT.

You don’t need a niche. You need a spine.

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Enter your rockstar era

After working with 80+ creators, here’s the pattern I keep seeing…

Most creators don’t fail because they lack tactics.

They fail because they build lives and businesses that require them to be less ALIVE every day.

The consequence? Boring content. Low impact. Nothing “magnetic” to attract clients to them.

Trust me, I’ve been there.

Now?

I help you escape.

That’s why I’m taking on 3 new clients this month to work 1-1 with me.

Together, we’ll find your spine. The unique artistic identity that makes you magnetic.

We create a clear offer that represents YOU and your unfair advantages.

Then we build a $10,000+/mo Freedom Machine around it.

So you can create your life’s work in less than 3 hours a day.

No niches. No over-the-top funnels. No boring business bullshit.

Just you. Your art. Your rockstar era.

I just opened up my calendar for you.

Apply here if you’re ready

3 spots this month.

Fuck building a business. Become a rockstar who gets paid for being yourself.

– DW

The 3 Hour Creator is now open for enrollment.

People have waited 3 months for this.

Come and see what I’ve been cooking.

»»»»» Click here for The 3 Hour Creator

– DW

PS. I don’t expect this to sell out immediately.

But there are only 5 spots, and 2 are already taken.

So maybe don't wait too long.

»»»»» Click here for The 3 Hour Creator

I may be the only person who hasn’t watched the Tony Robbins x Hormozi interview yet.

But I did see a video yesterday that went mega viral TALKING about it.

Just a guy. Raw confession. Camera phone.

He said:

“I used to follow Hormozi’s philosophy and reject Tony Robbins. I thought I had to suffer to build a great business. Now I’m more onboard with Robbins’ POV.”

The comments? Thousands of people saying the same thing.

Here’s what’s happening:

Hustle was always a scam

It was all just propaganda bullcrap.

Talented, hardworking influencers spreading a narrative born from pain:

“You have to suffer to become wealthy.”

No you don’t.

That Robbins/Hormozi interview showed it clearly.

Robbins was LEADING. Hormozi was the student.

The master (fulfilment > achievement) vs the poster boy for entrepreneurship (still stuck in the old game saying “fuck happiness”).

Robbins shut him down.

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The creator economy is splitting

One side is still stuck in the Hormozi Hustle Economy: work harder, hustle longer, sacrifice more.

The other side has entered the Fulfilment Economy: build systems that give you MORE freedom as they grow, not less.

• Matt entered the Fulfilment Economy ($20k in 5 days, now full-time in Bali)

Before? He was stuck in Melbourne. No location freedom.

Now? Well see for yourself:

• Connor entered the Fulfilment Economy ($45k/mo creating lifestyle vlogs, not grinding sales content)

• Richard entered the Fulfilment Economy (cornered a market in weeks)

They saw the shift before everyone else.

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Welcome to the Fulfilment Economy

This week, I’m opening 5 spots for the system that puts you on the right side of this shift.

It’s called The 3-Hour Creator.

That’s where I help you turn your 4-figure audience into $10,000/mo working less than 3 hours a day.

So you can work less and live more.

2 spots already claimed. 3 left.

Early bird applications close at midnight tonight.

If you’ve got 1,000-5,000 followers and you’re done with the hustle propaganda, apply here.

Official launch goes to the full list tomorrow — but by then, spots might be gone.

As always: first come first served.

– DW

P.S. The Fulfilment Economy is already here. The only question is whether you're building in it or still stuck in Hormozi’s Hustle Economy.

Your call.

In 2022, I lost $90,000 in seconds.

In fact it was stolen… by someone I trusted.

But first, let me back up a little bit.

How I lost my virginity

Let me start by saying I’m no stranger to the make money online space.

• Money Twitter

• Digital communities

• Product launches

And so on.

But when I got started, I was 26 years old. And I’d never made a digital dollar before.

I was an innocent virgin.

One random Thursday afternoon, a mate came over to my apartment.

The first thing that came out of his mouth?

“Did you hear about the boys in the year below [from school]? They made $500,000 - almost overnight!”

My response: “NO FUCKING WAY - HOW??”

“I’m not exactly sure - but we should find out.”

I agreed.

Now these guys weren’t exactly geniuses. Smart? Yep - I’ll give them that. Ballsy? 110%.

But I had to find out how they did it. So I scheduled a call with the co-founder, Joe.

On the call, Joe spilled the beans:

“We built up a digital community for a few months. Sold them on the concept. The story. Created a ‘lore’ (world). Then when demand was at it’s highest, we dropped our product. It sold out pretty much overnight.”

There it was. I now had the formula.

But I couldn’t do this on my own.

We needed to assemble a team…

5 cowboys gun for gold

I teamed up with 2 of my most creative mates and hatched a plan.

We quickly built a 5 person team within a few weeks.

Our goal? $500,000.

$100,000 each. Split even. Which meant we had to sell 5000 units at $100 each.

Piece of cake… right?

Not really. We had no idea what we were doing. None of us had made money online like this before.

We had an impossible task in front of us. And it wasn’t without risk.

We fronted the money to get the product built - $2000 each.

Then all energy went into building the community out.

I spent the next 3 months networking like a madman. Joining Twitter spaces. Selling our idea.

Despite not having the foggiest idea what I was doing, we built a free Discord community of 3000 people.

A loyal community. They turned up every day. The chat was alive 24/7.

It was HARD work. More work than I ever expected. But wouldn’t you know… I actually enjoyed it.

I couldn’t wait to wake up in the morning and check in with everyone.

I wanted this to work so bad. I would wake up, send a good morning message – then visualize us selling this thing out.

10 hour days became 12. 12 became 14. Sometimes I was working 16 hour days.

We set a launch date, and the hype continued to build.

The problem?

We were relying on a web developer to build a site for us to launch on. This guy had an equal stake. But he was incredibly unreliable. He was working from Australia, and getting hold of him was a living nightmare.

To make things worse, he was working on another similar project alongside this. Most of his attention was there.

But we needed him.

This thing was like trying to launch a rocket. You can build the rocket, but you need mission control to actually launch it. The engineers and the astronauts can’t do anything without someone to launch it.

We didn’t have anyone else.

Our hands were tied, and we put our faith in him.

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Launhday: A total cock & balls up

By the time launch day came around, I was running on fumes.

I was drinking about 5 coffees a day and even took magic mushrooms to perk me up!

This was it though. Everything had been building up to this day. The chat was alive. Hype was there. People were pouring into our Discord server by the second. You couldn’t keep up with the messages.

But all that excitement would be short-lived.

The launch was already behind schedule. And our developer who was launching it was no-where to be found.

After 5 hours of radio silence, he called us with bad news:

“Sorry guys… it’s too messy here on the backend… We’re going to have to delay till tomorrow.”

That was like someone just punched the wind out of me.

I knew in that moment that it would be impossible to create the same level of hype again tomorrow.

People expected it then and there. No way everyone would come back tomorrow. We’d be old news. And the trust had been greatly damaged.

I was crushed. But what else could we do? 4am now. I went off to sleep.

Tomorrow it is…

Bro had cooked us

The next day. I woke up early.

But our Discord chat is about 30% of the hype we had the day before.

I tried to ignore it:

“Fuck it. Let’s just do this.”

We EVENTUALLY launched it to a half-excited community - 2 hours late. But it was happening!

We eagerly waited while people started buying. We could see a progress bar along the bottom to see how many had been sold already.

The results?

About 900 sold in the first hour.

Believe it or not, it was a massive anti-climax from what we were expecting.

Again, I had to accept it and comfort myself: “okay, I guess it’s just going to be a slower burn then…”

We’d still made money. And at least we weren’t going to leave empty-handed.

But God had another plan…

The message flipped my world upside down

16 hours after launch, a message pops up in the group chat.

A message that changed my life...

“Is there any reason 875 SOL (~$90,000) has been removed from the community wallet?”

We checked the wallet… GONE.

It was true.

We’d been robbed.

Long story short, we figured out it would’ve been impossible to hack our community wallet.

So odds were incredibly slim that it was some “hacker” on the outside.

Which led us to the only possible outcome:

Someone with wallet access moved the money during the night.

Our developer (the one in Australia) had access to the wallet. In fact, he had total control over it.

Unthinkable. But it added up.

Again, we try to contact him ot ask him what happened. Again, radio silence…

That’s when it clicked.

We’d been betrayed.

My heart sank.

So many questions.

I only had one on my mind:

“Wtf are we going to do now?”

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Psycho-Mode: Engaged

Usually that’s where I would’ve crumbled. Dwelled on the betrayal.

$90,000 gone. We worked so hard. Months of grind. Months of pain. Late nights. Early starts. Blood sweat and tears.

I was so tired.

Yet, I have no idea why, but my mind didn’t dwell for a second on what had happened. I was too determined.

Instead, my retard-brain sprung into action:

“Fuck it - we gotta keep moving. We tell the community what happened and then we move on fast. See who’s still with us. We sell out the rest of these units. Simple as that.”

Psycho-mode engaged. Full steam ahead. No thinking. Just retarded action fowards.

The first horrible task? Tell the community what happened.

The community took the news of the robbery… as you’d expect. Half of them wanted to lynch us - thought we were con-men.

But the other half rallied.

Over the next few weeks we worked harder than we did in the build up. I was really running on fumes at this point.

But guess what?

We kept working. By the end of 3 weeks, we’d sold the remaining units.

Total income: $240,000.

And like that, our fortunes had flipped.

Not because we waited for a miracle. But because we took action.

Sure, the betrayal hurt like hell. It took me nearly a year to process it.

How BLIND and NAIVE I was. That was what stung the most.

But it turned out to be one of the most valuable experiences of my life.

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The lesson?

You’re probably wandering what happened to that developer who betrayed us.

Did we put a horse’s head in his bed?

Did the police get him?

Did we ever hear from him again?

That’s a whole other story in itself.

So I want to focus on the most important lesson here.

When everything collapses, you have two choices:

1. Dwell on what you lost

2. Focus on what you still have

I chose #2.

What did we still have?

• A community (half stayed loyal)

• A product people wanted

• Momentum (even if damaged)

• Each other (the team that didn’t bail)

That was enough.

We didn’t need a miracle. We didn’t need the stolen money back. We didn’t need our reputation restored.

We just needed to keep working.

Focus on what you have. Use that as your foundation.

3 weeks later, we’d made $240K.

Not because we were geniuses.

Not because we had some secret framework.

Because we didn’t quit when it would’ve been easier to.

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What I wish I’d known

Here’s the thing though:

We made $240K... but I was working 16 hour days.

Running on fumes. Taking magic mushrooms to stay hype. Grinding myself into the ground.

I made the money back, but I nearly destroyed myself in the process.

That’s the trap most creators fall into:

Trap #1: The “work all day” crowd

They think hustling is the answer. They burn out, or worse - quit empty-handed.

Trap #2: The “winging it” crowd

They post ad-hoc, bank on random inbounds, make it up as they go. This CAN work... until it doesn’t. The business isn’t predictable enough, and they grow sick of it. Often quit.

Both have the same problem:

Neither has a system that grows their brand AND brings them clients in minimum time.

I learned this the hard way.

You don’t need to work 16-hour days to make money.

You need a system that works in 3.

Introducing: “The 3 Hour Creator”

That’s why next week I’m opening beta testing for The 3 Hour Creator.

That’s where I help you turn your 4-figure audience into a $10,000/mo Freedom Machine with just 3 hours a day.

Over the next 8 weeks, we’ll build a 90% profit revenue stream with just 3 hours a day.

So you can prioritise your life, hobbies and non-business pass times (for me it’s surfing).

• No 16 hour days

• No more guesswork or analysis paralysis

• No compromising your free time to grind harder

Just a system that works.

If you’re feeling a lack of clarity and a reliable system to generate a steady income, this might be exactly what you’re looking for.

Want Early Access? (Before Tuesday’s Launch)

The 3 Hour Creator officially opens Tuesday to my full list.

But I’m giving you early access today.

Why?

Because I’m only taking 5 people total, and 2 spots are already claimed:

• Tim (track-running consultant)

• Achilles (fitness coach who helps people get shredded with deep identity work)

That leaves 3 spots remaining.

If you wait until Tuesday, you’ll be competing with everyone else on my list.

If you apply now, you can skip the line so you don’t miss out.

You can apply here to lock in your spot before the official launch.

I want to keep this small and tight-knit as it’s a test round (which is why it won’t be expensive).

– DW

P.S. Applications close Monday night or when the 3 remaining spots fill - whichever comes first.

4 months ago I woke up in the middle of the night with a whole screenplay in my head.

I had pretty much everything mapped out already.

The characters. The plotline. The setting. The concept.

Everything.

Wrote it all down in the notes on my phone.

The problem: I’d never written a screenplay before. I didn’t know where to begin.

“How the fuck do you write a screenplay?”

So I parked the whole idea. Borderline forgot about it.

Went back to the classic digital creator routine: Trying to sell my offer. Trying to scale my business. Trying.

But none of it felt like me. I felt like I was denying a part of myself that’s been trying to break out for years.

I stuffed it down deep. Tried to forget about it. Focussed on business.

Think bigger

Everything

came to a head when my friend and ex-client Connor came to live with me for a few days.

On New Year’s Eve, while everyone was partying… we stayed in. No booze. Just a few cigars and a chat about 2026.

I was just about to leave when Connor put me on the spot:

“Yeah, VSLs are cool, but what do you WANT to do? Forget the money. What do you truly want to create?”

Without thinking, the words just fell out of my mouth:

“I want to write screenplays.”

“Listen,” he told me, “my auntie is one of the wealthiest people I know. She’s just about to finish art school and says she’s never been happier. She said the stuff you don’t think makes money always ends up making the most…”

That put my mind at ease. But what was more important than believing art can pay?

Permission.

Permission to stop putting off my creative ministry and start creating what I was always meant to create.

Permission to think big.

That’s the power of being around the right people on a similar path.

Artists. Entrepreneurs. Creators.

They see the world the same as you. They share your values.

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Why stories?

It’s quite simple: Impact.

Stories are the most influential things on the planet.

Jesus, Steve Job, even Hitler (the crazy Austrian bastard)… they all told stories that changed the world.

I want to tell stories that inspire generations. Make people laugh, cry, and FEEL.

If you want to change the world, you must tell stories.

And why screenplays?

I’ve been helping creators write better, sell, and market themselves for the last 2 years. Big part of that has been storytelling.

Last month I had 2 personal stories go viral generating 1.9M views. I know my stories resonate.

Following the fun

Why not just focus on telling my story with my brand? My content?

Well, first, I’m limited by my reach. Even when my personal brand is fully established, a studio-backed project will get in front of so many more people. They handle the marketing, I write (and possibly direct) the show.

Second, I’m limited by scope. Personal brand content is limited by the confines of “reality”. Your world. Don’t get me wrong, it’s still fun.

But I want to include WAY more elements of storytelling. Music. Special effects. Different themes. Concepts. Genres. And then break the rules of “reality” but putting it all into a fictional world which I’ve completely imagined. Where creatively, anything is possible.

That’s why the big screen is where my stories are going to have the most impact.

They allow for so much more fun creatively.

And as my old writing mentor always said:

“Good writing follows the fun”.

What happens when you commit

Part of me thinks this is insane. A screenplay? I’ve never done this before. I don’t know anyone who’s done it either.

What if it’s terrible? What if nobody wants it?

But I can’t shake it. This screenplay won’t leave me alone. I have to write it (much of it is already created).

So this month, I finally committed:

1 hour every morning. Before I touch my business.

I’m choosing to spend 1 hour on something that pays me $0 instead of client work that pays $300-500/hour.

That’s terrifying. But it’s the right call.

Here’s what happened within 1 week of that commitment:

I met with my friend Marc (a musician). We trade ideas once a week on zoom.

I told him about my screenplay. Walked him through it.

He loved it.

But then he asked: “Do you know anyone in the TV industry?”

I told him I didn’t.

“I have a friend who raises capital for film projects,” he said. “That’s what he does. He knows the business inside out. Has been in it for years…”

“…I’m chatting to him tomorrow… I can set up a call with him if you like?”

Within 24 hours I had a calendar invitation.

This is what happens when you commit to your creative calling.

When you give yourself permission to think big.

The universe conspires to help you. Doors open. People appear.

Not because of networking tactics.

Because you finally started.

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Your creative ministry awaits

I started writing even though I had no idea what I was doing. Turns out, that was the only way to do it.

1 hour a day is all it takes.

Start clueless. Start messy. Start now.

In my mind, there’s no doubt this will get produced.

What’s your screenplay?

What’s the thing you’ve been stuffing down deep? The creative calling you keep ignoring to focus on relatively pointless shite (compared to your vision)?

What would you create if you gave yourself permission?

It can be anything.

Building a social media audience. Starting a business. Writing a book. Posting on YouTube. Whatever.

Think bigger. Your creative ministry awaits.

Ready to start your ministry (without burning out)?

Most creators fall into 2 traps:

1. The work all day crowd: they think hustling is the answer, and usually burn out, or worse - quit, leaving empty-handed

2. The “winging it” crowd: this lot post ad-hoc, bank on random inbounds to sign clients and generally just make it up as they go along. This CAN work… but I have clients who rode this wave until they couldn’t anymore. Their business wasn’t predictable enough, and they grew sick of it

Truth is, both have the same problem:

Neither has a system that grows their brand AND brings them clients in minimum time.

That’s why next week I’m opening beta testing for The 3 Hour Creator.

That’s where I help you turn your 4-figure audience into $10,000/mo with just 3 hours a day.

Over the next 6 weeks, we’ll build a 90% profit revenue stream with just 3 hours a day. So you can work less and live more.

If you’re interested, you can apply here.

5 spots only. Wanna keep this small and tight knit it’s a test round (which is why it won’t be expensive).

– DW

Being a creator is hard.

Not because it’s hard to create. Not because it’s competitive.

It’s hard because there’s so many possible paths you can take. So many routes to success.

Creative people are typically scatty. We see infinite possibilities.

Should I be a writer?
Should I scale my business?
Should I write a movie?
Should I become a lifestyle vlogger?

And so on.

The truth? You could probably do any of it. But you can’t do all of it.

You know you’re meant to create. That’s not the question.

The question is: what are you meant to create?

For so long I felt lost. Creatively adrift. Like I was creating... but not creating what I was supposed to be creating.

If I’m being fully transaprent here: I only just recently re-discovered my creative path – being a writer, not just another marketer.

I was in the right lane. I was just driving blind.

Sound familiar?

My brother challenges me

This all comes as a result of a conversation with my brother.

My brother and I love to intellectually spar with one another. It usually ends in us going at it and after 15 minutes… we clear the room. Mum hops in a taxi. His girlfriend says nothing and quietly slips off to bed (even if it is only 7pm).

Anyway. Our last topic of conversation was the idea of free will. Or rather, whether we have control over what happens to us or not.

My initial position was straightforward:

“Everything in your life is predetermined already, so you might as well surrender and enjoy the ride”

Well that triggered my brother more than any insult could’ve. I could’ve slapped him across the face, and he wouldn’t have responded the same way.

It made me realise something: people’s ideas of reality, free will, God and the future are so deeply engrained in belief, that any threat to that belief is an attack on THEM. People will defend their beliefs to the death. Why? Because to them it’s not about being right or wrong. It’s about survival. Survival of their beliefs.

This is why most people can’t change or “upgrade” their beliefs. They prefer the devil they know to the devil they don’t.

So here’s the belief I’ve landed on - after years of flirting with different ideas…

The bricklayer was born to lay bricks

Here’s what I mean (and believe):

The bricklayer lays bricks. He’s taking action. He feels like it’s a choice. But actually, he’s being guided by the invisible hand of time, God, genetics, biology, the culture and period of time he’s in.

In other words: it was always going to happen.

Steve Jobs innovated and created the iPhone. That was always going to happen.

Donald Trump invaded Venezuela. He felt like he was in control…

…But that was always going to happen.

In short:

Innovators will innovate.
Imperialists will empire.
Bricklayers will lay bricks.

The “details” don’t matter. What matters is fulfilling your purpose as part of the system.

The destination is predetermined for you.

Your identity. Your strengths. Your weaknesses. And so on.

It’s which path you choose to get there that matters.

For creators, this means:

You were always meant to create. You’re an ambitious artist. That’s your lane.

But what you create? How you create? Who you create for?

That’s where the creative drift happens.

You can’t change the fact that you’re a creator. But you can stop fighting it and start mastering it.

And by “it” I mean your path.

Getting back on the right path

If you’re drifting, it’s not necessarily a bad thing. Not something to cause you worry. It’s part of your journey.

I transitioned from running a remote gardening company to full-time creator to getting paid $15k/month to share my ideas on the internet. Not because I “manifested” it, but because I finally stopped fighting my lane.

I was always meant to create. I just had to discover what I was meant to create.

I helped Marc transition from being a trapped founder (sold his company for multi 6-figures) to musician. He’s been dreaming of it for years - he just needed permission to accept it.

I helped Connor transition from unfulfilled & broke remote closer to getting paid to be himself online, making as much as $45k/month. His lane was always content creation, he’s been doing it for years. He was just performing someone else’s script.

None of us created new lanes. We just found alignment within the creative lane we were always in.

The Manifestation Myth

Most gurus will tell you that you create your reality. I disagree.

You don’t create your reality. You discover the path you were always meant to be on.

You were always meant to create. That’s nothing new, nothing magic.

You just remember how to do it by finding alignment on the path you were always meant for.

You’re not manifesting a new destination.

You’re remembering the one that was always yours.

This path is where your creative genius lies. This is where your creative ministry begins.

Unlock your creative genius (4 steps)

How do you discover what you’re meant to create and actually pursue it, even when it feels impossible?

I’ve broken it down into 4 steps.

This is the exact blueprint I used to go from gardening company owner to full time creator making money on the internet and travelling the world.

The same blueprint Marc used to go from trapped founder to full-time musician.

The same blueprint Connor used to realign with his true calling.

I: Discover Your One Desire

The problem with infinite possibilities

“The man who chases one rabbit catches one. The man who chases two rabbits catches none.”

Let’s talk about Connor (the one I mentioned earlier).

His biggest problem wasn’t his creativity. It wasn’t motivation. It wasn’t work ethic.

It was alignment.

Chasing multiple goals. Getting your goals hijacked by what others are doing or achieving. Shiny object syndrome. This is the biggest killer of progress because it scatters your attention.

Where attention goes, energy flows. So you want to make sure you have a North Star where every other “sub-goal” can fall under, because all your energy is already flowing there.

You can only focus on one thing at a time.

The Card Method

Connor was feeling creatively lost. Drifting. Burned out. Unfulfilled.

Just like I was.

He wasn’t in the wrong lane; he was just misaligned within it.

I told him to focus on one desire. One goal.

• Take a card

• On one side, write what you want – 1 goal

• On the other, Matthew 7:7-9: “Ask, and it will be given to you; seek, and you will find; knock, and the door will be opened to you”

• Place it somewhere you can see daily

That’s it.

Within 24 hours, he realigned. The drift stopped. The burnout disappeared.

And he produced his best piece of content yet. It was pure art.

Not because the card created something new.

But because it reminded him of what was always there.

This is what I mean by ‘authoring your reality.’

The destination is guaranteed. How you choose to experience it is down to you.

You’re not writing a new story.

You’re remembering the one you were always meant to tell.

How you know you’ve found alignment

Your body tells you.

More energy - The most important metric. When you’re aligned, creating doesn’t drain you.

Less anxiety and worry - You can persist when times get tough. You move through creative blocks feeling light, not heavy.

Nervous system regulation - Your body doesn’t lie. When you’re tuned into the right frequency, path, and channel - everything feels right.

Passion - You’re creating what you’re meant to create, which makes you feel good. You’re excited to get out of bed in the morning.

Higher risk tolerance - You’re able to go after what you really want without the fear it will all crumble. Because your anxiety is gone, you’re willing to fail. You know it will work out.

This isn’t manifestation. This is biological confirmation.

When you’re creating the wrong things, your body fights you.

When you’re creating the right things, your body flows.

Your singular creative desire IS your path calling you. It’s in your head, you just need to get it onto paper.

II: Build first (The Sacred Block)

Life expands to the commitments you make.

You don’t need to have the perfect plan. You certainly don’t need to be ready.

I moved to Australia before I had a job lined up.

I went broke, and the next week I got a job working in the mines that paid $3000/week.

Saved $15,000 and used that to build my first business. I’ve had location freedom pretty much ever since.

Do you think The Navy SEALs are ever ready for their operations? They may feel ready, but what got them there wasn’t the perfect plan - it was a simple commitment first:

“We’re doing this. Whatever happens happens.” That’s the frame.

90% commitment, 10% planning.

Because the path only reveals itself as you walk it.

The priority hierarchy that changes your reality

Your schedule reveals your priorities.

My rule: Your magnum opus (the long-term leverage project with massive upside and outsized return potential) must get done FIRST.

Before email. Before Slack. Before urgent tasks start filtering in throughout the day. I call this...

“The Sacred Block”

I write my screenplay for 1 hour every morning before I touch my business.

I don’t know if it’ll get made. I don’t know if it’ll sell. I don’t know the ending yet.

I just know I have to write it.

That’s commitment before readiness.

The Sacred Block = 1 hour on your magnum opus. First thing. Every morning.

For me, that’s writing my screenplay.

For Marc, it’s creating music.

For Connor, it’s building his movement.

No email. No Slack. No business operations.

Just 1 hour of pure creation on the thing that actually matters.

This is how the impossible becomes inevitable.

Not through perfect planning. Not through waiting until you’re ready.

Through commitment. Through showing up. Through building first.

Tomorrow morning. 1 hour. Before you touch anything else.

That’s how it starts.

III: Learn to sell

Here’s the truth most creators don’t want to hear:

Your business exists to fund your art. Not the other way around.

Most creator gurus will tell you to “scale your operations” and “build systems.”

I’m telling you something different:

If you’re called to create art and impact, your business should be as small and simple as possible.

You don’t need a team. You don’t need complex funnels. You don’t need to scale.

You need profit + freedom.

A cash-flowing asset that gives you financial freedom to build your art and enough time to build your magnum opus.

That’s it.

Learn enough persuasion to sell your work

This one is important, and the most overlooked by creatives.

If you don’t know how to sell your work, market it, and most importantly market yourself?

You’ll go nowhere.

Why?

Because you can have the best book, art, invention in the world…

…but if no one knows you and it exists? It will never see the light of day.

You don’t have to become the world’s best salesman. But you do need to understand how to get your work in front of the right people and sell it.

Otherwise, you’ll forever be the starving artist.

You need business AND art. They’re 2 sides of the same coin.

My screenplay doesn’t pay me. My $15k/month business does.

Marc’s music didn’t pay him at first. His company did.

Connor’s movement doesn’t monetize yet. His content business does.

The business funds the art. The art gives the business meaning.

Learn to sell so you can keep building what matters.

IV: Brainwash yourself & surrender the how

The biggest obstacle to your magnum opus isn’t lack of skill.

It’s anxiety.

“Am I doing this right?”
“How will this monetize?”
“What if I fail?”
“What if no one cares?”

These questions kill momentum. They drain energy. They make you second-guess every decision.

The solution? Remove anxiety through daily brainwashing.

My daily journaling practice (this does bits)

Every morning I journal and visualize the future I want for myself.

This isn’t generic gratitude journaling. This is deliberate brainwashing.

I’m programming my subconscious to remove anxiety and activate my internal success mechanism.

(Want my full journal prompt framework? Reply to this email with “SACRED” and I’ll send it to you.)

Since doing this practice daily I’m:

• Less stressed (friends say I seem very relaxed)

• More confident (doubt doesn’t control me anymore)

• More disciplined (showing up becomes automatic)

When anxiety is gone, your internal success mechanism takes over.

Success becomes a habit. Not a struggle.

Seeing isn’t believing. Believing is seeing.

Surrender the “how”

Here’s the paradox:

Commit to the destination (your magnum opus).

Surrender the journey (how you’ll get there).

You don’t need to know the entire path. You just need to show up tomorrow morning and work on it.

If you’re in the right lane, obstacles become stepping stones.

Every “failure” is just course correction.

The path reveals itself as you walk it.

Trust that if you build your life’s work, the business model will emerge.

Stop controlling. Start flowing.

When you master this daily practice, something shifts:

Anxiety gets replaced with conviction.

Your internal success mechanism takes over.

Success becomes automatic.

Journal daily. Brainwash yourself into certainty. Surrender the how. Trust the process.

The only question that matters

If you’re a creator feeling lost - you’re not in the wrong lane.

You’re just misaligned within it.

You were always meant to create.

The question isn’t “should I be creating?”

The question is: “What am I meant to create?”

Find that answer, and everything else falls into place.

Bricklayers brick. Innovators innovate. Creators create.

What are you meant to create?

Start tomorrow. 1 hour. Before you touch your business.

That’s how the impossible becomes inevitable.

– DW

3 years ago, I built a digital community that exploded to 4,000 members in under 4 months.

People called it a "cult."

It generated $250K in cash... from pure loyalty and conviction.

It was scrappy.

But it was magnetic.

Nothing fancy. Just raw community spirit and unbreakable belief.

People were obsessed. Most people wake up in the morning and their first thought is to take a piss. A crap. Grab a coffee maybe.

Not these guys. The first thing they did was open up discord and say “GM”. Most even said “GN”.

Heck – it was the first thing I DID.

Our members spent more time inside our community than in their real lives. And I was the same.

The core members attended all the live calls, games nights - you name it. Many people called it the most important thing that ever happened to them.

But here’s the raw, savage truth:

One day, we got robbed $90K. Totally blind-sided by someone on the inside.

And in a desperate attempt to save face, we spent the rest of the money trying to make it work.

It didn’t recover like we’d hoped, and I walked away broke and defeated.

However, we'd built something so powerful, so magnetic, that people would follow us anywhere.

We’d built something REAL.

And that's when I learned the lesson that changed my entire approach to leadership forever:

People don't follow information, trends or even religions.

They follow PEOPLE.

They follow their energy.

They follow their conviction.

They follow their character.

And that’s what I’m going to share with you today. How to BECOME that person people follow, so you can build a cult of your own.

The Community Crisis

Everyone’s trying to “build community” right now.

Slack groups. Skool groups. Forex trading telegram chats. Live cohorts. Discords. Zoom calls.

But let me ask you this honestly:

• Why do 99% of them fall flat?

• Why do people ghost after 2 weeks?

• Why does retention suck, even if the content is “valuable”?

Because community isn’t built through content. It’s built through a transfer of conviction.

And that only happens when there’s one thing present:

A Magnetic Character at the centre of it…

Why 99% of People Never Launch

Here’s where most creators go wrong:

They think it’s about more content…

…Or fancier “community systems”

…Or flashy brand aesthetics

Real talk: NONE of that shit matters if…

• You’re not living what you preach

• You’re not energetically grounded

• You don’t have a belief system or philosophy worth following

• You’re not willing to take HUGE RISKS, in public

• You’re trying to be liked instead of leading

Because people don’t stay for information. They stay for WHO YOU ARE.

No magnetic leader at the helm? No community.

Jay Abraham was right when he said people are silently begging to be led.

The leader isn’t just someone who bosses people around.

They’re the person who goes first.

Everyone EVERYONE is waiting for someone to go first

The Magnetic Character

So here’s the shift you have to make before you EVEN THINK about building something online.

If you want to build a REAL community that sticks…

• You don’t need to be louder. You need to be clearer.

• You don’t need better content. You need deeper conviction.

• You don’t need new hacks. You need a higher standard for yourself.

What you really need is to become a Magnetic Character.

Someone who:

• When they speak, people listen

• Leads with alignment, purpose & conviction

• Embodies what others secretly want to become

• Demands people to live by higher standards — just by being around them

How to Become A Magnetic Character (7-Steps)

It's all fine and dandy me talking about WHY you should care about being magnetic.

It's cool me bringing your awareness to the fact that without it, 100% of your efforts to build a community will be in vain.

But HOW do you become a Magnetic Character?

This is what I'm about to show you. And no, you don't need 1000's of followers to start seeing immediate results with this (but don't be surprised when you do start gaining them – both online AND offline).

Step 1) Energy Mastery

The gurus will tell you that you need to post more content. Comment more. Do more volume.

These are just mechanical things. They don't solve the deeper problem…

Your frequency is too low.

People feel your frequency. Women sense your energy immediately. Men feel your power. Because you attract who you are. Not on the surface, but underneath.

Higher frequency = more magnetic & other high frequency people.

When you raise your vibration, your energy becomes PENETRATING energy. This is masculine energy that (like a penis) penetrates people's hearts and cracks something open.

This is true power.

How to raise your frequency:

• Heal your shame: Forgive yourself, your mistakes, your childhood traumas. Do the inner work. Radical forgiveness is the motto.

• Vice management: Choose your addictions or they will choose you. Pick 2, or be victim to whatever your body craves – this lack of control leads to total collapse of discipline & relapses that take forever to come back from (I've found sex & alcohol to be the most destructive).

• Radical honesty: In a world of fake crap, live from uncompromising integrity. Most people are deceiving themselves and others 24/7. Be the leader who is who he is. You'll immediately rise above the 97%.

• Align with your purpose: Stop doing work you hate just because it pays you. Real freedom comes when you can say no to money and yes to your purpose. Make no compromises here.

• God & prayer: Most will baulk at this. But when I embraced my faith, committed to daily prayer my energy 10x'd. And when you walk with God, you develop clarity and conviction which is IRRESISTIBLE to others

A rule of thumb that changed my life:

Faced with any decision or action, I ask:

"Does this give me energy or take it away?"

Always follow the path that gives you the most energy. Ruthlessly eliminate everything else, it's not serving you.

Live clean. Speak clear. Avoid sin, lust and temptation. These will destroy you from the inside out.

Lead yourself to a better life FIRST. This is how you magnify your energy, and people FEEL it.

Step 2) Masculine Frame

When you develop stronger energy, this will automatically fall into place.

However, there are a few mindset shifts and default behaviours that set the real alphas from the simps.

Here's the frame you need to embody:

The powerful man is the one who's willing to walk away.

From relationships. From business deals. From things that aren't working.

In any area of life, the person who needs it less, wins.

Girlfriend disrespecting you? "Okay, you want to act like that? Fine. There's the door."

Deal not going in your favour? "You need this more than me. I'm happy to walk away."

Lost money on an investment? "You win some and you lose some. I'll pick myself up and make it all back again."

The key to building an ironclad masculine frame is to maintain an abundance mindset in every situation. You are a powerful creator. Anything and anyone you need can be replaced, because you create from a place of OVERFLOW, not scarcity.

Know when to walk away from the table.

Step 3) Accountability

"Branding requires accountability. To build a great personal brand, you must take on the risk of being publicly wrong." – Naval Ravikant

The weak man blames his circumstances. The magnetic man owns his reality.

Here's the brutal truth: Every excuse you make bleeds energy. Every time you point the finger outward, you give your power away.

The magnetic character understands this:

Your life is 100% your responsibility.

Your broke bank account? Your fault. Your failed relationships? Your fault. Your lack of success? Your fault.

This isn't about shame. This is about POWER.

When you own everything, you control everything. When you blame externals, you become their victim.

Here's how to embody radical accountability:

• Kill the victim story: Stop telling yourself why things happen TO you. Start asking "How did I create this?" There's always something you could have done differently.

• Public ownership: When you mess up, own it immediately. Don't make excuses. "I was wrong. I take full responsibility. Here's how I'm fixing it." This rare level of ownership makes people respect you more after failures than successes.

• Control your response: You can't control what happens, but you control your response 100%. Bad news? "How can I turn this into an advantage?" Failure? "What did this pain teach me?"

The moment you stop making excuses, you become dangerous.

Because a man who owns his reality can change his reality.

And people are magnetically drawn to those who have that level of power over their own lives.

Step 4: The Black Sheep Advantage

Most people try to fit in to be valuable. But fitting in makes you invisible.

Your differences – the things that make you the “blacksheep” – are actually your greatest assets. While everyone else is trying to blend in, you stand out. While they're playing it safe, you're willing to be controversial.

Here's the truth: You can't be magnetic without being polarising.

Vanilla doesn't inspire. Safe doesn't move people. Trying to please everyone means you influence no one.

The magnetic character has the courage to be disliked. They understand that authentic polarisation is better than fake acceptance.

When you stand for something, you automatically stand against something else. And the people who resonate with what you stand FOR will follow you to the ends of the earth.

I wrote an entire letter on this last week called "The Blacksheep Advantage" – if you missed it, go read it.

Bottom line: Stop trying to be liked by everyone. Start being loved by the right people.

Step 5) Prize Positioning

"At once they left their nets and followed him." – Matthew 4:20

People aren't just following someone. They're chasing them.

We chase things we perceive as VALUABLE.

Some reasons why people will perceive you as valuable:

• Knowledge/Expertise (they know something I don't)

• Energy (I want to be around them, they make me feel good)

• Mastery of a skill (they're top 1% in the world at XYZ – I want that too)

• Respect or admiration (I want to be like them)

• Rich or famous (maybe being around them will make me rich/famous too?)

• A revolutionary cause (I’m glad someone finally said/did it. I’m with them)

The best in the game have mastered all the above. But often being exceptional in one is enough to get people to chase you.

They're positioned as THE PRIZE. This requires radical self-belief and the acquisition of one, many or ideally ALL of the list above.

This is why self-improvement is the gateway to leadership, wealth and becoming MAGNETIC as humanly possible.

Work on becoming the best possible version of yourself, and people will follow.

Step 6) Masterful Storytelling

The Magnetic Character is a storyteller. Because stories bind people to you emotionally.

No story? No followers.

Stories serve multiple functions:

• Stories are a sense-making mechanism. Information, even when presented logically, is often hard to memorise and grasp. But tell it in a story? People get it (even dumb people). This is how Disney bakes profound wisdom into their films and has children understand it.

• Stories hold attention. Comedians are awesome storytellers. Their performances are often 1-2 hours of stories about timing, emotion, subtle details – all building up to a punchline, core idea or message. This keeps people gripped, waiting to hear what comes next.

• Stories SELL. Jesus mastered this. He only spoke to people in parables where he buried the new idea he wanted people to adopt INSIDE the story. He knew that when you shift beliefs – you place the solution at the right point and people act on it.

If you can master the art of storytelling, you will have people eating out of the palm of your hand, adopting your ideas and coming to you with open wallets.

Don't teach. Transmit.

Step 7) Go First

Leaders don't have the most followers.

They simply have the balls to go first.

They take MASSIVE risk - in public.

Moses had the balls to go to Pharaoh and demand he let his people go. Elon said "fuck it, we're going to Mars." Trump put his name on the side of a building. Steve Jobs put a computer in a phone. JFK said "we're going to the moon." MLK told his people "I have a dream."

Like these men or hate them, they led a generation, created legacies and amassed levels of influence the world has barely seen.

You have to be willing to go first – where no man has ever gone before.

Of course, this takes risk. And more importantly, it takes imagination. If you lack imagination, here's what you need to do:

Stop for a minute. THINK. What do I want that isn't currently happening? Then close your eyes. Sit there and imagine it. Visualise it like it's happening right now.

Do you really want it? Do I have the BALLS to go for it?

The clearer that vision is, the faster you're heading somewhere NO ONE else has gone.

Then: THINK BIGGER. Then: ACT.

If you can do just this one thing, and then use the steps above to draw followers towards your cause… you will automatically begin leading a movement.

You will become a human magnet who people pay, follow and adore – because you’re ACTUALLY going somewhere.

LISTEN:

If you’re trying to build a community…

Or a movement…

Or just a business with real impact…

And you’re not focused on becoming Magnetic?

You’re building a house on sand.

You’ll get some clicks. Maybe even some cash.

But you won’t lead. You won’t transform lives. You won’t leave a mark.

And worst of all?

You’ll burn out — wondering why no one stuck around.

Stop chasing followers. Start attracting disciples.

Now what you’ve all been waiting for

Arthur Launches TODAY.

In literally 4 hours.

And to celebrate, I'm going LIVE across X, YouTube & Instagram to show you exactly what's inside – PLUS teach the complete Magnetic Character framework that's already helped guys like:

• Matt make $20k in 5 days with under 4k followers

• Connor scale to $13k MRR on his first offer

• Esther generate $6k in 3 weeks with 2k followers

This isn't just another livestream.

I'm pulling back the curtain on Arthur AND breaking down the 7-step system that separates magnetic leaders from invisible wannabes.

You'll see:

• Live walkthrough of Arthur (what's inside, how it works, why it's different)

• The exact energy practices I use daily to maintain magnetic frequency

• How to position yourself as THE prize people chase

• Real-time Q&A where I'll diagnose what's blocking YOUR magnetic character

TODAY:

• 9am EST

• 1pm GMT

• 8pm WITA

Live on X, YouTube & Instagram.

Here's the thing: Most people will read this, think "I'll catch the replay," and stay exactly where they are.

The magnetic character shows up when it matters.

Which one are you?

This is happening once. Miss it, miss it.

We go beyond.

– DW

This is where 12 Sovereign Men will install the Proximity Tower – the exact system you’ll use to scale to $5-20K months working just 4 hours a day.

And honestly? I've been just as eager to share what we've built.

In case you’re hearing about this for the very first time, here’s everything you need to know:

What is Arthur 2.0?

It's my complete battle-tested system for turning your story & expertise into $5-20K monthly income streams — even if you've never made a dollar online.

Every tool you could ever possibly need to achieve TRUE financial freedom.

But here's what makes it different:

Arthur is more than a program.

It's a brotherhood of Sovereign Men who'll ensure you hit these income goals by 2026.

And here's why that matters more than ever:

Listen: we both know you don't need another course teaching you how to make $10K/month...

You need a brotherhood of Sovereign Men who've cracked the code on turning authentic voice into $5-20K/month.

Men who'll call out your bullshit and won't let you settle.

The proof is in the brotherhood:

When I first launched Arthur 2 years ago, the response was wild:

• 7 men joined the first cohort

• Results started coming in within DAYS

• Several hit $5K months, weeks before graduating

Check it:

You'll get my EXACT system that I've used to help men like:

• Ahaab TRIPLED his income, covering his mortgage with his "side business"

• Matt made $20K in 5 days from his first launch ever ($5.20 per follower)

• Connor went from 20M views & $0 to $12,800/mo MRR in 4 months

Inside Arthur 2.0, you get:

1) The Proximity Tower System - The only program teaching this. For most people, scaling ADDS more work. Not for Arthur members. You’’ install a repeatable system where you can scale to $10k+ months without adding any more work. This is how Connor scaled to $13k/mo MRR – not by selling his time, but by selling ACCESS to him.

2) 42-Day Tower Blueprint - Your step-by-step daily roadmap from $0 → your first $5K month. No guesswork.

3) Fortnightly 1:1 coaching with me - Personal guidance I don't usually offer, but I want to guarantee your transformation. Every 2 weeks we’ll get together to ensure you hit your goals. No excuses.

4) Brotherhood of Sovereign Men - 2x weekly LIVE calls with men who'll celebrate your wins and call out your excuses. Iron sharpens iron.

5) Get paid for being yourself - Turn your story into offers that don't sell because they're irresistible... but because they're ALIGNED with you.

And 5 more transformational components that I GUARANTEE you won't get anywhere else (will reveal these tomorrow when the sales page goes LIVE).

This is for you if you:

1. Have expertise but no system to monetise it

2. Want to build $5K-20K/month doing what you love

3. Are tired of trading time for money

My mission (no more hiding):

If you’ve followed my recent posts and emails, you may have seen that shaved my head.

Why?

let’s just say something big happened in my life, and I ever since: I feel like I’ve been given a mission from God. To fulfil my greater mission that I’ve been hiding from.

That’s why I’ve brought Arthur back.

To create a 1-stop-shop for men to become successful.

So you can become financially free, a magnetic leader and get paid for being yourself as FAST AS POSSIBLE.

Within week 1, you'll already feel powerful.

By week 6, you’ll be carved out of wood. Sovereign. Lean. Confident.

And if you follow what we give you in Arthur?

$5-10k richer.

Ready to join the brotherhood?

This is the network you need to finally push to $5-20K months and become a man people respect.

Tomorrow, I'll send you the exact launch details and how to secure your spot.

But if you want early access to make sure you don't miss out:

Simply reply "SEND IT" and I'll get you the details before anyone else.

Only 12 spots available. 7 left.

We go beyond,

– DW

P.S. This isn't for everyone. I only work with men who are serious about building something real, not looking for get-rich-quick shortcuts. This requires your full commitment.

The response to Saturday’s email about Matt’s story was absolutely NUTS.

5 men have already enrolled in Arthur 2.0… before the doors even opened.

And my inbox is flooded with messages from guys saying things like:

"Dan, this finally makes sense. I've been chasing followers instead of building disciples."

"I never understood why some creators make millions while others with bigger audiences stay broke. Now I get it."

"This is the missing piece I've been looking for."

I'm genuinely fired up. You guys are fired up. And I can feel the energy building toward something massive.

If You're Just Joining Us…

Here’s what’s happening:

Most men are trapped in a broken system. They're following a script that leads to mediocrity, living paycheck to paycheck, and never reaching their God-given potential.

But there's another way.

The Path to Sovereign Manhood.

There’s many things I’ve failed at. But one thing I’ve discovered and become one of the best in the world at:

I've cracked the code on turning your authenticity into income. Not through tactics or hacks... but by building small, valuable audiences.

I build disciples. Not crowds.

300 Spartans > 1M Persians kinda vibe. You get the picture.

From Mowing Lawns to $15K/Month in less than 12 Months

Let me share exactly what happened...

3 years ago, I started my first “real” business.

Mowing lawns for a living.

I was making $30/hour. Good on paper, but I couldn’t help thinking…

“Is this it?”

I had freedom… but I wasn’t Sovereign. I wasn’t making money the way I truly wanted…

I started writing online about what I really believed. Not what I thought people wanted to hear - what I actually thought about masculinity, purpose, and building something that matters.

I got pushback. Lost some friends. Got called "toxic" more than once.

But something interesting happened...

The men who resonated started reaching out.

First, it was just conversations. Then they started asking for help. Then they started paying for it.

12 months later, I hit my first $15K month.

Not by following some guru's blueprint. By becoming unapologetically myself and helping other men do the same.

• Matt followed the same blueprint and had a $20,000 launch in 5 days (less than 4000 followers)

• Connor applied my methods to his business and scaled to $13,000 MRR in a matter of months

  “Honestly changed my life. We went from $0 to 10k a month in the first couple months and it was a big light bulb moment for me. That me doing this work can actually get me fucking paid. So, yeah, I can't rate him highly enough. Like I said before, changed my life.”

• Ahaab started paying off his mortgage with his coaching income (less than 400 followers)

The Path To Sovereign Manhood (3 STEPS)

It took me 12 months to hit my first 5-figure month as a Sovereign Man.

But when I started teaching others my system, I refined the path down to 3 simple steps:

STEP 1: The Magnetic Character

Become the man people naturally want to follow

This isn't about "fake it till you make it." It's about discovering who you really are underneath all the people-pleasing and fear.

I learned to hold masculine frame. To lead with conviction. To be comfortable being disliked by the wrong people.

But the real secret? I became a master storyteller.

Sharing my journey. My transformation. The highs, the lows.

The result? Men started coming to ME for guidance instead of me chasing clients.

Steve Jobs was right when he said the most powerful person in the world is the storyteller. Facts tell, stories sell.

STEP 2: Get Paid To Be Yourself

Turn your calling into cash

Most guys think they need a massive audience to make money. Wrong.

I had 2000 followers when I made my first $7K month.

The secret? Build deep relationships with the right people instead of shallow connections with everyone.

I created one simple offer that felt aligned with my mission and solved a real problem for men like me. Priced it at $1,000. Sold 7 spots a week later.

STEP 3: The Proximity Tower

Scale to 5-figure months (without losing your soul)

This is where most creators burn out. They try to serve everyone and end up serving no one.

I built what I call The Proximity Tower - a system where people pay more to get closer to you:

• Free content attracts your tribe

• Newsletter builds the relationship

• Digital products solve specific problems

• Group coaching provides guidance and community

• 1:1 coaching gives exclusive access

Each level has a higher price point. Each level filters for more committed people.

The result? I went from trading time for money to selling access to my expertise and attention.

Here's What's Next...

I can teach you these concepts all day long.

But concepts don't create transformation. Implementation does.

On Friday, I'm opening Arthur 2.0 - a 6-week intensive where I personally work with 12 men to implement this exact system.

Why only 12?

Because I'm including bi-weekly 1:1 coaching calls with me personally. I want to guarantee your results, and I can't do that with 100+ people.

Fair warning: This isn't going to be "cheap". We want killers inside who take it seriously.

EARLY BIRD PRICING CLOSES TONIGHT AT MIDNIGHT GMT.

If you want the discount, you need to secure your spot before then.

If you're ready to stop reading about change and start living it...

>>> Secure your early bird spot here

After midnight, you'll pay full price (if spots are still available).

We go beyond,

– DW

PS. Just to remind you: 5 men have already enrolled (spots are filling up faster than I thought). This may be your last chance to ever join this group as I have no idea when I’ll open it back up again. Yes, I know all marketers and course sellers say that… but I have no plans for any future launches. If you ACTUALLY want to start making 5-figures a month and become a Sovereign Man by 2026…

>>> Click here to become one of 12 men inside Arthur 2.0

We’re going with or without ya.

A lot of you hit reply asking:

"Does this actually work with small audiences?"

"Do I really have the authority to do this yet?"

"What if I'm not ready to step into my calling?"

Let me show you exactly how it works when you operate from purpose.

Meet Matt: The Musician Who Stopped Hiding

Matt was a lifelong musician stuck in the "starving artist" trap, convinced he needed millions of followers to make real money from his God-given talents.

But more than that - he was hiding.

Hiding behind the excuse that he "wasn't good enough yet." Hiding from his true calling to serve other musicians. Hiding from the responsibility that comes with stepping into your purpose.

Here's what he had when he started:

• 3,847 Instagram followers

• No website, no funnel, no email list

• Just 15+ years of music knowledge and a genuine desire to serve

But most importantly: A deep knowing that he was meant for more.

The Call To Something Bigger…

Instead of chasing vanity metrics, Matt focused on what God had been showing him all along - the musicians in his community who needed his help.

For months, musicians had been DMing him specific questions. He spent hours giving real advice, learning their struggles, building genuine relationships.

"Why don't you launch a group coaching offer?" I told him. "Stop hiding from what you're called to do."

He felt the fear. The imposter syndrome. The voice saying "who am I to do this?"

But he also felt something deeper: The pull of his purpose.

Here's what happened when he answered the call:

Week 1: He created a simple offer for musicians facing similar challenges. No fancy platform. Just a Google Doc with the details.

Week 2: He designed his first group program: 8 weeks, $2,500 each.

Week 3: He stepped into his calling and shared his gift with the world.

Within 2 days: His first sales. By day 5: 8 clients enrolled.

Result: $20,000 in 5 days. First launch. First time stepping into his purpose.

$5.20 Per Follower (When You Operate From Purpose)

It's not about audience size. It's about audience alignment.

Matt had under 4,000 followers who recognised his calling and trusted his heart to serve. That's infinitely more valuable than 100,000 random followers.

The math: 3,847 followers = 8 students at $2,500 = $20,000. That's $5.20 per follower in revenue.

But here's the deeper truth: When you operate from your God-given purpose, money becomes a byproduct of your service.

You might be thinking…

"But I'm Not Ready to Step Into My Calling"

I know what you're thinking...

"What if I don't have authority?"

Matt thought the same thing. "Who am I to teach music? There are way better musicians out there."

Here's what I told him (and what I'm telling you):

You don't need to be the world's best. You just need to serve someone a few steps behind you. Your journey IS your offer.

"What if I fail?"

The only real failure is hiding from what you're called to do.

"What if my audience is too small?"

Matt just proved this wrong. $20k with 3,847 followers. Quality of calling beats quantity of followers every time.

The Arthur Way: The Purpose-Driven Approach

Here's what Matt's story shows us:

You don't need a massive audience. You don't need perfect credentials. You don't need to wait for permission.

You just need to stop hiding from your calling and start serving the people God has placed in your path.

This is the Arthur way - where business becomes something sacred, where money follows mission, and where you finally step into the man you're meant to be.

Will you answer the call?

Early bird window for Arthur closes this Wednesday at MIDNIGHT GMT.

This isn't just about making money. It's about answering the call you've been avoiding.

If Matt's story resonates and you're ready to stop hiding and start serving from your highest purpose:

»»» Apply here and step into your God-Given purpose

Stop waiting for the "perfect" moment or the "big enough" audience.

Your calling isn't waiting for you to be ready. It's waiting for you to be obedient.

Start where you are. Serve who you can. Trust the process.

We Go Beyond.

– DW

PS. Fun exercise: If Matt could make $5.20 per follower by operating from purpose - take your current following and multiply by $5.20. That's not your earning potential. That's what happens when you stop hiding and start serving.

What's your calling telling you to do?

For as long as I can remember, I've been obsessed with human behaviour.

And when I look back, I begin to realise why.

Growing up as the black sheep, I always felt misunderstood.

That sense of being on the outside-looking-in made me deeply curious:

Why don't my family agree on this? Why are they mad about that thing I did? Why do they love [X thing], but I don’t have any interest in it?

Maybe you've felt that too… like you’re decoding a game no one gave you the rules for.

But that feeling of being different never left me… so I did the only thing I could: I became obsessed with understanding how people work.

I started watching people. Studying patterns. I became autistically observant.

Then I entered my first real laboratory to test my findings (more on that shortly).

The Game Most People Are Stuck Playing

Most people follow the script handed to them:

Get good grades.
Go to university.
Get a graduate job.
Get a house.
Get married.
Get a dog.
Have kids.
Don’t ask questions.
Behave.

They probably tried to make you subscribe to that plan too. But something in you rejected it.

Well, here’s what I figured out early on:

School didn’t reward the kids who played by the rules.

The ones who got the best grades? Often ignored. Bullied. Forgotten.

(Clearly… playing the “smart person” game wasn’t that smart)

So what did school reward?

Status. Influence. Popularity.

The whole thing was one giant social hierarchy.

That’s when I stopped seeing school as an academic institution, and started treating it like a social experiment.

I began paying attention to what was REALLY going on:

• The gym guys, athletes and loudmouths got attention

• The popular girls dictated who was “hot” or “worthy”

• The quiet kids who aced exams? Invisible

• The ones who led? They got the women. The respect. The status.

So I stopped chasing grades… And started playing that game instead.

It took time. But by year 12, I’d risen to the top of the social ladder.

My grades? Garbage. Straight Ds and one E.

But my understanding of people? Unmatched.

Here came one of my most important discoveries…

Being liked didn’t give you more status. Having the courage to be disliked did.

Once I figured this out, I started being 100% myself. Saying what I really thought. Being disagreeable about things that mattered to me. Going after what I wanted.

The outcome?

This should come at NO SUPRISE… but I became vehemently DISLIKED.

At Prom, when I won Prom King… I got Boo’d.

But despite that, I still won.

Proof: being disliked actually makes you more popular.

And being popular = more status = more benefits

I got the girl everyone wanted. The reputation. The respect.

But beneath it all… I knew I still wasn’t playing the real game yet.

School was small-time. I knew this could be used in more profound ways down the track (more on that in just a bit).

The Black Sheep Who Leads The Herd

What I didn’t realise then was that this isn’t just a psychological thing.

It’s biology.

Evolution doesn’t favour the most agreeable.

It favours the most valuable — and value often starts with nonconformity.

A 2010 study from Ronay & von Hippel found risk-takers are more likely to emerge as leaders.

That’s why in tribal times, the weirdos (the ones who went against the group) were often exiled.

Until their ideas worked. Then they came back kings.

Steve Jobs was called crazy. Bezos was laughed at. Musk has been ridiculed almost as much as Trump. All were polarising - and all made history.

Different paths, same pattern: hated at first. Remembered forever.

You see… Being a black sheep isn’t a negative. It’s an evolutionary advantage.

If you want to rise above 99% of people… You must first be willing to be disliked.

Why Being Disliked Correlates Well With Money

“If you haven’t pissed someone off by noon each day… you’re not marketing hard enough.” — Dan Kennedy

Everything I learned about human nature applies to building your brand and business.

Most entrepreneurs are still stuck in the approval game:

• Trying to appeal to everyone

• Watering down their message

• Creating content that gets likes but doesn’t convert

• Chasing followers

• Burning out trying to please people who don’t matter

Most people are starving for attention but terrified of rejection. So they try to please everyone — and end up moving no one.

But the most successful? They play a different game.

Authentic polarisation > universal appeal.

Connor implemented this exact principle beautifully. He built his brand around smoking in the gym. He called it being a “Hybrid Athlete”.

Some people hated it. But it got him >20M views on Instagram. And we turned that attention into $13k/month MRR within a few weeks.

The People Magnet Method: 5 Steps to Attract Your Tribe by Being Unapologetically You

This 5-step method is exactly what we implement inside Arthur, where black sheep entrepreneurs build tribes and scale to 5-figures monthly. Without people pleasing. Without trying to win approval.

Step 1: Define Your Core Blueprint

Create your authenticity blueprint — the real you, without the mask.

Your vibe attracts your tribe. And your vibe comes from your core.

Who you were as a kid. Your quirks. Your convictions.

Your taste in music, movies, ideas. The things you love that no one else gets.

A few prompts:

• What are your natural traits, values, and quirks?

• What do you genuinely care about (not what you think you should)?

• What’s something you believe that most people would disagree with?

On one side, the goal is to be contrarian. To repel those people who aren’t your tribe.

The other is to find things you truly love which define your “taste”. Taste is what attracts your tribe.

If knowledge is the gun, self-knowledge is the bullet.

Step 2: Test Your Truth in Public

This is where things get fun…

It’s time to run the experiment.

Try posting one authentic/contrarian opinion or story per week.

Pay attention to who leans in vs. who pushes back.

• If you’re spiritual, talk about God

• If you’re a creator, call out what or who pisses you off

• If you’re in business, challenge the myths in your niche

Look for attraction signals and repulsion signals.

Then double down on the ones that spark the strongest response — good or bad.

This is how loyal audiences are built: not by being agreeable… but by being BOLD.

Step 3: Build a Cult, Not a Crowd

By now, the feedback loop has started.

Some will love you. Some won’t.

Good.

Now lean in. Build real relationships with the ones who get it.

• Respond personally to those who resonate

• Create content that speaks directly to your people — ignore the rest

• Start conversations, not broadcasts

Focus on deep connection with 100 people instead of shallow reach to 10,000.

This is how followers become fans, and fans become disciples.

Step 4: Filter Out The Noise

Now it’s time to separate the wheat from the chaff.

Ask yourself with every piece of feedback:

“Is this my person?”

If no – discard it.

If yes – use it to sharpen your clarity, not dilute your message.

This is your calibration phase.

You’ll say 100 things… and find 10 that really land.

Those 10 become your signal.

You can use your analytics to see which posts are resonating and which are flopping.

Rule of thumb: If people love it, do it more. If people hate it, do it more. If they’re indifferent? Bin it.

Step 5: Scale the Signal

Your vibe is strengthening. Your tribe is forming.

Now: amplify.

Create content only your people will love. Let everyone else scroll.

• Take content that’s hitting and create 100 more out of the core idea

• Share your most controversial opinions more

• Recycle winning material or remix 2-3 posts that perform well

The key here isn’t to get as many followers as possible. The key is to create depth with the people already following you.

Build a reputation for being refreshingly honest in a world of fake positivity.

As you can see, being disliked isn’t just a good way to clout.

It’s a business & branding superhack.

The black sheep advantage isn't just a mindset - it's the only positioning strategy that actually works.

If you want to stop being invisible and start building a real tribe? EMBRACE THE BLACK SHEEP ADVANTAGE.

You don’t have to reach everyone. You just have to create depth with those who resonate.

Are You the Black Sheep in Your Circle?

You are? Let me guess then…

You’ve outgrown your old circle.

You’ve become a big fish in a small pond — and no one truly gets you.

That isolation?

It’s not in your head.

It’s the cost of outgrowing average.

But it doesn’t have to stay that way.

If you’re done playing small…

If you’re tired of walking alone…

And you know you’ve got more to give —

Then it’s time to step into something REAL.

Arthur 2.0 is a private brotherhood for Sovereign Men ready to:

• Claim their independence as a man

• Become master storytellers so you can build movements from your keyboard

• Connect with killers globally who hold them to a higher standard

• Take control of your direction in life and become providers beyond just themselves

• Scale their brand to 5-figures/month — fast

• Master your energy, confidence, and natural magnetism (become more attractive to your woman or attract the quality women you deserve)

• Lead with faith, clarity, and conviction

The thing about this group it’s multidimensional.

It’s not just a business accelerator. It’s not just a personal development circle. It’s not just a network.

It’s a brotherhood where different thinkers build thriving communities, brands and lives outside the status-quo. That’s why we cover all areas of being a man.

Where you surround yourself with men who get it — and call you higher.

Doors open July 26th – in just 1 week.

Only 12 spots available.

You’re the average of the 5 men you spend the most time with.

Are you finally ready to upgrade that average?

Or will you keep playing at 70%?

Early bird is open for 5 more days.

Apply now → Click here to join the movement

We go beyond.

— DW

This July, I'm bringing it BACK…

My favourite offer to date:

Arthur (2.0).

Why?

Well, I'm getting kinda sick of a common LIE pushed by WAY too many gurus in the online business game…

The biggest lie in online business?

"Build a big audience first, monetise later."

I believed it for years. Chased followers, created endless content, burned myself out.

Then I discovered something that changed everything:

Grassroots Community Building.

Instead of broadcasting to thousands of strangers, I focused on building a tight tribe of people who actually cared about my mission.

The result? $15k months with a fraction of the audience size.

Here's the reality:

Purpose-driven entrepreneurs are making serious money this way while the "audience builders" are still stuck creating content for crickets.

Take Matt for example…

I helped him make $20k in 5 days with his first ever offer, and less than 4000 followers. Not selling biz op. Not selling AI. Not selling “growth”. But building a Grassroots Community around his true passion: Music.

Or Ahaab, who started paying off the mortgage on his house with his coaching biz (with less than 500 followers).

If these guys could do it with small followings, simply by sharing their truth and passion with the world… you can make your next $5-10k the EXACT same way too. That’s the opportunity you have in front of you.

That’s what Arthur is all about.

And I’d be lying if there wasn’t a personal reason for all this…

See, Arthur was my favourite offer to date. It simply changed too many lives.

It’s the one that got away… I never stopped thinking about it.

And even after I shut it down, the original members never "left". The demand has been there for months, and as some of the founding members agreed on a call last night…

…it’s about time we brought this back to the world.

This July, I'm teaching my Grassroots Community Method in a container that lived and breathed even when I "closed the offer" the first time…

So YES… Arthur is BACK!

12 spots. 6 weeks.

How to scale your impact and make your next $5-$10k simply for being yourself without needing a massive following.

This isn’t a community. It’s a movement.

Early bird is open now.

Just reply with "ARTHUR" to apply and secure your spot before doors open publicly.

(Early birds save $500 and get first dibs on the 12 spots)

We Go Beyond.

– DW

PS. In a few days, I'll show you why "audience building" is the scam keeping purpose-driven creators trapped in the content hamster wheel. This isn’t sovereignty. It’s a prison. I’m going to show you HOW to break free and thrive – the Arthur way…

Keep your eyes peeled.