Money Is Momentum: Why I Wait 18-24 Months to Pull Cash Out of New Brands




“How much money will this brand make me?”
“How much will it cost?”

These are the wrong questions.

They show that you are not committed, and this sort of mindset can put your brand at risk.

A lot of entrepreneurs think they can build a business and start pulling out money within the first 6 months. Bad idea…

Starting a new brand is going to take you:

    • 6 months to find a product, get it developed, import it
    • 6 months to build the tech stack, write sales content
    • 6 months to run ads and get some data

And then it’s going to take you another 6 months to optimize.

That’s 18 to 24 months before you can even begin to understand the effectiveness of your new brand…

But if you’re too eager to make money, you’ll end up judging the operation too early and pulling energy from the brand before it builds any momentum.

Don’t rush it. Give it time.

This Is Not a Sprint. It’s a Marathon.

Being an entrepreneur isn’t about how much you work, it’s about what you produce. So many people are working 10, 12, 14 hours a day…

But this is not a sprint. It’s a marathon.

Take care of yourself along the way: Take care of your body, take care of your health, make time for relationships, for a social life.

Set borders around your work day, because ultimately the goal of your business is to support your life, not to take it over.

Consistency is the Secret to Building Big Brands.

The one “big” secret to building a big brand is consistency.

Repetition creates mastery, and the skillset that you want as a human being is the skill set of mastery.

If you pick up an instrument for 30 minutes a day, you will get better at that instrument.

If you put attention on your business every day, over the course of 18 to 24 months, you will become a better advertiser, a better sales funnel architect, a better copywriter.

It takes time to develop yourself into a business owner who understands how to build infrastructure and build teams.

Don’t try to rush it.

Just focus on consistently putting your attention towards this project on a daily basis — one, two, three hours a day, whatever you have — and give it the time and space it needs to grow.

The Goal is to Farm, Not Hunt

Think of starting a business as if it were a farm:

Every day you’re going out to water the mango trees, and over the course of two years, those trees will start to grow.

Then one day it starts to fruit, and guess what?

That mango tree is going to fruit for 50 years.

So instead of going out and trying to spear a pig that will feed you for a week, build something that can feed you for a lifetime.

Farm, don’t hunt.

Highlights:
0:10 This Is Not a Sprint. It’s a Marathon
1:43 Consistency is the Secret to Building Big Brands
2:30 The Goal is to Farm, Not Hunt

Click Here For Video Transcript

You get out what you put into the brand. It’s not about how much you work, it’s about what you produce. Most people are working 10, 12, 14 hours a day, you’re going to burn out. This is not a sprint, it’s a marathon. Most people think that they can start a brand and start pulling money out of it within six months. It’s going to take you six months to figure out what the product is, get it developed, import it, etc. It’s going to take you six months to build the technology stack, get everything all together, and it’s going to take you six months to run ads and get some data. And then it’s going to take you another six months to optimize. It’s going to take you 18 to 24 months before you can judge the effectiveness of a new brand. I advocate for consistent investment. A lot of people are worried about what they’re going to get out of their brand and how much it’s going to cost.

Those are the wrong questions. That illuminates that you are not committed. It’s going to take everything that you have all the time, consistently. You’re pulling out money and energy from the brand before it has a chance to build momentum. And you’re judging the operation far too early because you’re too eager to make money. Give it time. This is not a sprint, it’s a marathon. Set borders around your work life. Work will fill the amount of time that you give it. Give it maximum eight hours a day, 10 hours to 12 if you’re running launches and stuff.

But like, take care of your body, take care of your health, have time for your relationships and your social life and your intimate, you know, your partner and stuff like that. Because, ultimately, the goal of the business is to support your life, not to take over your life. And people think, well, I just have to work harder, but it’s like, no, you’re going burn yourself out and then you’re fucked because then you’re overworked. You’re underslept. You have no energy. And it’s like, what are you doing? All in the name of sacrifice for the family? It’s like, no. Hey, take care of yourself along the way. The one big secret to building a big brand is consistency.

Repetition creates mastery, and the skill set that you want as a human being is the skill set of mastery. The willingness to put your attention in one area consistently over time. If you pick up an instrument for 30 minutes a day, you will get better at that instrument. If you put attention on your business for a couple of hours a day, over the course of 18 to 24 months, you will become a better advertiser, a better sales funnel architect, a better copywriter, a better business owner who knows how to delegate and build infrastructure around them to support them in growing their business, and knows how to buy help. It takes time and energy.

Don’t try to rush it. Just focus on consistently putting your attention three hours, four hours, whatever you have on a daily basis towards this project and give it the time and space it needs to grow. Think of it like you’re farming. You’re watering the mango trees every day over the course of two years while that tree grows. And then it starts to fruit and guess what? That mango tree is going to fruit for 50 years. Instead of going out and trying to spear a pig, build something. Farm, don’t hunt.

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