There I was, sitting on my sofa, feeling like the world was crumbling down around me.

It was the 5th time...

THE 5TH F*CKING TIME!

Why did I keep doing this to myself? Why did I keep quitting?

I mean... Since the day I can remember, creating content looked like a dream. Like the BEST "work" one could do. Yet I couldn’t help but jinx myself.

After struggling for months, I found out why:

1. My niche was everything but fulfilling
2. I held back due to fearing the arrival of AI

I wasted so much time starting and stopping due to these 2 things. And I bet I'm not alone. You might even be experiencing this RIGHT NOW!

I mean, 2 years from now AI will understand psychology, persuasion, and anything else it takes to build a brand.

It's only natural to fear it.

And niching down... I mean... It's SOOOO boring.

Who would want to lock themselves in a cage and only speak about one single thing over & over (with no chance of escaping)?!

These were my thoughts for months on end.

Until everything changed...

Something magical happened. An epiphany. An "AHAAA" moment.

4 years of research + over a year of content creation = The birth of the most MIND-BLOWING PROCESS:

"Purpose-Based Branding"

Before I go on to explain what this is, how it will transform your life, or how you can use it to make a living doing what you love... You need to understand this one thing:

The world has gone mad...

The greatest cause of suffering stems from a lack of purpose.

Without purpose:

‣ You have no reason to get out of bed
‣ You have no reason to put effort into what you do
‣ You have no reason to push through tough times (so you don't)

Lack of purpose is the cause of all unnecessary suffering. Binge eating. Binge crying. Binge whatever else people binge.

This is the MAIN reason you struggle to get the work done.

You sit down at your desk and an invisible force pulls your arm to open a new tab and go to YouTube… Purpose fixes that.

99% of people tell you to make decisions based on money, market trends, or what other people want you to do (Creators do the same with “niching down”).

But how does that make any sense?!

You base your decision on an external source that lacks meaning. When you could base it on an internal feeling that will bring you megatons of willpower to push through any challenge.

You started this journey as a creator because you wanted more out of life. Am I right?

You won’t get that “more” by building another 9-5 for yourself.

You have an opportunity. The world is weak. People don't enjoy what they do. This means nobody puts effort into their work, leading to nobody being excellent.

All you have to do to win is to genuinely care about what you do.

99% of your dark & unfulfilling problems are fixed by one single thing...

One BIG problem.

"Huh? But Euan... How can the solution to my problems be another - bigger - problem?!"

Before answering your question, let me show you some examples:

Dan Koe
Problem: Educational system is sh*t
Mission: Replace it and show a new path

Elon Musk
Problem: Earth is going to sh*t
Mission: Colonize space (Starting with Mars)

Hamza
Problem: Men are going to sh*t
Mission: Rekindle masculinity in society

Can you see the pattern here? Can you see why they can't quit? Can you see why they push so hard?

Humans are problem solvers; Not avoiders.

The reason you hate what you do is because you’re solving a problem you find no meaning in solving. Find the right problem (AKA: Purpose), and you can say bye-bye to all chances of quitting.

This is why I birthed the purpose-based branding system.

Because the world lacks leaders.

Without a system to create them, we’re all doomed. This is my purpose. My contribution.

I want to help billions find and actualize their purpose by becoming leaders themselves.

This guarantees:

1. AI doesn't destroy you (because AI can't steal an entire movement)
2. You fall deep in love with your work, put more effort into it, and get abnormal results.

Falling in love with your work is how you get people to ask you:

“DUDE HOW THE F*CK ARE YOU SO CONSISTENT?!”

Then you’ll answer:

“Because I love my work! I wouldn’t want to be anywhere else”

The Purpose-Based Process

What you're about to read is an overview of the purpose-based branding process I’ve built. There are two other systems as well:

Purpose-based Writing and Purpose-based profit.

Together, these 3 systems build a coherent and powerful brand, give you the skills to attract an audience online, and make an income writing about what you love.

Today we'll only stick to the first one (you're gonna have to join the purpose tribe to get notified when the next comes out ;))

Let's get into the 4 main steps... These will give you a good understanding of what this system is all about:

Step 1. Value Excavation

This first step is something that blew my mind. I don’t say that lightly. 

To live a life of freedom, joy, and wealth... You need to first understand what a life like that would consist of. Yet most have no clue what that is.

They've never asked themselves a simple question like:

"What do I find most meaningful in life?"

Crazy huh? People want to live a life of joy but never ponder over how or what that looks like hahaaha (I was the same a few years ago)

This is why everything starts with value ideation.

Your values are core parts of reality that hold DEEP meaning for you. These aren’t just words on a page. When you look at them, you see a reflection of yourself (it’s kinda scary how accurate this is)

I’ll touch on why these are important for falling in love with life another time… Right now I just want to focus on how values help you as a creator:

A value of yours is nature:

‣ You’d mention it in every story you tell of yourself

‣ It would be a core topic you bring back (over & over)

‣ You would post pictures of you in nature in threads to accompany the value you give

Another might be Quality/Best Work:

‣ You’d constantly be an advocate of doing the best work you can

‣ You would frame advice from the angle of achieving the best work

‣ You could even mix nature in by saying something like: “Daily walks in nature are the key to doing best work” Then going on a rant about your unique perspective on the importance of both those values.

Some other examples: Justice, Independence, Focus, etc...

A purpose-based creator has 10 of these core values. He can frame ANY idea from their angle…

Idea = Success is the sum of your human will
Value = Effort, Quality, Best Work
Unique Angle = Willpower is the only way to accomplish 100% quality in the work you do, this is how you reach your maximum potential

This same idea could be framed under the angle of ANY value:

Nature = Walks in nature increase willpower;

Independence = To live on your own terms, develop willpower to stick to a personal routine, etc...

Focus = To enter flow state on command; Train your willpower to a point of having total control over your mental state.

You get the idea...

But it doesn't stop here. These 10 values have such deep meaning to the owner of them, that each has magnitudes of depth. He could go on and on about them for hours non-stop.

CAN YOU SEE THE POWER HERE?!

Values are your secret weapon... They are the frame for all you're content. This guarantees you to attract the right person to make a living writing about your passion.

I built a system for you to find your 10 core values. I host it inside my free community that also drops daily value for creators wanting to monetize AND make an impact (FREE): [Click here to join]

Don't sleep on your advantage.

Step 2. Build A Mission Statement

What pattern did we go over earlier?

Purpose.

You're brand NEEDS to be backed by purpose if you want to survive AI. You must become a leader. A sign of hope.

The best way to do that is to ask yourself:

"What big problem would the world benefit from fixing? And would I find deep fulfillment in fixing it?"

To make sure it's something you love; Use your 10 core values as a guide.

Step 3. You're Brands Frame

By now you have…

1. 10 core values that hold DEEP meaning to you
2. A mission statement/Life Purpose you want to accomplish

But how do you actualize it?

By writing online.

You build a brand that reflects these fundamentals in every single piece of content you publish.

You must spread your mission so that it's not only attractive to you but to everyone else around you. This is how you make the impact you've always dreamed of making.

Frame ALL your ideas under the angle of one (or multiple) of your values.

The guide I mentioned helps you achieve this as well.

Stop building an audience. Start attracting a Tribe.

Step 4. The Value Commandments

The first time I found my values, my entire life shifted.

I fell in love with every aspect of it.

But two weeks later? I forgot about them. (haahahhaa)

Here’s how you can keep them in your mind to make sure you never fall back into your old, unfulfilling life:

Your beliefs define your decisions. Your decisions define your actions/processes. Those processes define the results you get, affecting your beliefs.

Knowing your values isn't enough. You HAVE to engrain them deep into your mind. Make them second nature.

How?

By reframing your belief system (hence reframing your actions and thoughts)

1. Make a value statement
2. Attach a visualization of the emotion that statement produces

Here's an example:

Value Statement: I find deep satisfaction in doing the hardest of work because it brings me closer to my value of best work and impact.

Visualization: Doing deep work, struggling to get it done, but feeling a sense of purpose and love for that struggle, helping me push through.

This may sound woo-woo or useless... BUT MAN IS IT POWERFUL. Simply stating the sentences wouldn't do anything. Attaching an emotion to it is where the power is at.

You're subconscious doesn't know the difference between imaginary and real.

It bases its decisions on emotion and feeling.

This means over time, as you repeat these sentences every night, your actions will naturally shift into making these statements true:

1. Engraving your values into your mind
2. Making acting on them second nature

These 4 steps are all you need to fall in love with life and escape AI…

Because AI is coming, and we can't do anything about it.

If you don't become a purpose-based creator... You'll get automated, depressed, and replaced.

As I mentioned, I guide you through finding your 10 core values in this free guide hosted in my community: [Click Here To Join]

I highly recommend you go through it.

Thank you for reading this letter.

As usual - I love you,

Euan

P.S.

Send me a DM on X @EuanSpencer00 with the biggest struggle you faced this week while creating content, I’d love to help out ;)

(I reply to every single DM)