At the end of 2023, the business I’d been building for 5+ years imploded.
Quite spectacularly, too.
I went from £20k months down to £200 months within a few weeks.
I handled it amazingly…
*Cough*
Burnout. Social isolation. Mild depression. Complete loss of motivation.
All the good stuff!
I only mention this for context, though.
I’m not sure what I’m doing today makes sense without the backstory.
2024 was a year of trying new things, licking my wounds, and figuring out what’s next.
The goal for 2025 is to rebuild.
I’m trying to make £10k/month as a creator by the end of the year.
But that’s not all.
I want to do it very differently from how I was before.
I don’t just want to earn good money.
I want to earn good money doing something I love, and that has a positive impact, and that fuels my life instead of taking from it.
In a nutshell:
I want a highly profitable one-person business that I can run in a few hours a day from anywhere in the world.
If you want something similar, there’s one thing we both absolutely need to be successful:
Leverage.
In this context, leverage is just a fancy way of saying you can give a little and get a lot back.
Think of sitting on a seesaw with someone much heavier than you on the other side.
Because the pivot point’s in the middle, you have no leverage.
You’re in the air, feet dangling on either side, while they point and jeer and call you names*.
But now imagine moving that pivot point closer to the other person.
Eventually, your weight would lift them into the air instead.
That’s how leverage works.
Having lots of it just means you’ve moved the metaphorical pivot point so far away that a tiny downward force on your side has a huge upward force on the other.
You’ve probably heard that quote from Archimedes, who said:
“Give me a lever long enough and a fulcrum on which to place it and I shall move the world”.
So let’s say you’re a content creator and coach.
Low leverage would be teaching something to a client on Zoom.
Higher leverage would be teaching that same thing to a group.
And the highest leverage might be recording that group class so you can use it as an evergreen training on your portal, sell it to your email list, and upsell to people who download a lead magnet.
Suddenly the same lesson has infinitely more upside.
That’s the magic of leverage.
You put a little bit in.
You get a lot out.
Hope this helps,
Danny
*Shoutout to anyone else who grew up with older brothers!
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