2 years ago I was a chef working in a kitchen.

Many of you already know that.

I also:

• Played video games

• Smoked weed

• Drank daily

Not saying anything is fundamentally wrong with these things... but I was doing NOTHING to improve my life. And one of the reasons was because my future goal didn't hold meaning.

What do I mean?

Well... you wanna know what my "Ideal life" was?

Huh?

Sitting on a beach with a beer and a joint.

That was my biggest ambition.

You see... I have a fundamental belief that humans are hard-wired for progress, love, and growth.

Otherwise, we wouldn't be here.

But nowadays it seems like 95% of society have decided to stop reaching far. As if they can't see past themselves. They don't realize their own potential.

And because of that, people live a life they hate in order to get a life they think they would love, but IF they get there, they realize they hate that life just as much.

I know because that's what I did.

My first 8 months online, I was building a business I didn't enjoy.

I recorded UGC ads for companies.

I sent 1000+ cold emails a week.

I scraped the internet only to get scraps.

I thought I wanted something that was the opposite of work. And because of that, enjoying my work never entered my awareness. I didn't even know it was a thing.

And you know what happened?

10 months in, I burned out.

That's when I hit reset.

I realized:

"If I can live a life where I work on something I truly enjoy everyday, wouldn't I instantly be living my ideal life?"

At the end of the day... does anybody have any other goal than to enjoy life more? What better way to do that than spending your time on something you find meaningful and WANT to build?

Why aim to sit on a beach and do nothing when you can get paid to do what you love?

It simply doesn't make sense to me.

Here's what happens when you skip right right to “how can I make the most money” instead of “how can I make the most money in a way I ENJOY”:

• You have no sense of meaning

• You have nothing to work toward

• You live a selfish life (and you know it)

• You lose the spark and pleasure of pursuit

• You don’t make a positive impact on the world

• You aren’t attractive to people because people are attracted to leaders

You don't want that huh?

Do you?

I know I don't.

So here’s where the next part comes into play…

The Paradigm Shift

My life completely changed the moment I broke it down into it's fundamental parts… If I wanted joy, happiness, and love, I had to know what generated those emotions.

Right?

So I aksed myself…

• What tasks bring me true joy?

• When am I most proud of myself?

• When do you end your day feeling good?

• What brings you into the deepest flow states?

Think about these.

Pro tip: be careful not to fall into the trap of "I feel good when I smoke a cigarette"... Because... do you really?

I smoked for 3+ years.

Every cigarette made me think "why am I really doing this"?

Instead... Focus on tasks that are 100% authentic to you:

Maybe it's music?

Maybe it's writing?

Maybe it's dancing?

Once you've found those, that's what you should build your business around. Because you'll ENJOY the process (which will allow you to perform 100x better than anyone else who doesn't).

Now the question is...

How do you even start? How do you build a business around anything you want? How do you make money AND enjoy life?

Before giving you the steps, here's what happened when I applied this to my life:

Before...

I wrote boring content about "writing", got no clients, and didn't stand out at all. Plus, I found no joy in what I was doing. It felt like I was copying everyone else.

Now...

I merged writing, with purpose, life-enjoyment, and branding… creating a unique niche and process that means something to me. I stand out with my content, AND I LOVE WHAT I DO SOOO MUCH. (I also make 3x what I made in my 9-5 hehehehe).

Building a Purpose-Based Brand

There are 6 core steps to building a business and brand that you love AND makes you money. These 6 steps can be broken down into sub-steps, but we will only focus on the big picture today.

Let’s go:

1. Define your 10 Core Values

You see... the biggest mistake people make is instantly asking "how can I make the most money", instead of "what do I find meaningful".

Ask the latter first, and only then should you ask "how can I use these meaningful things to build a business".

Make sense?

So here’s how you do that:

Values are core fundamental parts of reality you hold closely... For example a few of mine are:

• Consciousness

• Purpose

• Love

They are universally applicable "topics".

I live by these as much as I can.

And I strive DAILY to embody them more and more (I even have them on my wall ahhaahah).

If you want to find yours, here's a free challenge I've built for you to do that: [click here to gain instan access]

2. Define your "Ideal Life" vision

This is easy now that you have your 10 core values.

Look at them and ask:

"What would my life look like if I applied these 100%, every second of the day?"

What thoughts would you think? What actions would you take? What emotions would you feel?

This may seem un-related to your brand, but don’t worry…

You’ll get some in a few seconds…

3. Create your Vision Tree

Think of this like a skill-tree in a video game.

You want to think long term and define a series of skills and topics you need to research in order to live your ideal life.

This way you're never lost in terms of what to do.

Here's a few fundamental skills you'll need to learn no matter what business/brand you build:

1. Writing
2. Persuasion/Sales
3. [The core skill you want to build your biz around]

Why these?

Well... If you know how to write and persuade, you can literally sell anything you want, whenever you want.

Need some money?

Write a persuasive post that leads into your offer.

Define this tree. Start learning. Connect the dots.

4. Your new self's philosophy

By now... You have a pretty deep understanding of who you are, who you want to be, and how to get there.

Sure there's a few gaps, but that's the beauty of it.

You have to start in order to notice what needs fixing.

Anyway... In this step, you want to create a life philosophy that moves you. One that means a lot to you. One that can act as a frame/goal for yourself (aka: a purpose).

You can do this by asking:

"What would the world look like if everyone lived true to my values and skill-tree?"

Or:

"If I expanded my personal "Ideal life" vision to the entire world/society, what would that look like?"

Why should you do this?

Because EVERY great achievement has come from on person that took on a problem that meant a lot to them, but was not their own:

Elon Musk:
Make consciousness multi-planetary.

Dan Koe:
Change the "traditional path".

Hamza:
"Make self-improvement a common thing across all men"

They achieve so much and love what they do because their entire experience is framed under their personal philosphy of "The Good Life".

This is what you want to do.

Become a leader.

Inspire the world around you.

Think so big that you never run out of fuel.

Not only will this allow you to build a stronger business that makes more money, but it will also allow you to enjoy life FOREVER... Here's why:

Let's think back to the quote we saw earlier:

"Happiness is not in the mere possession of money; it lies in the joy of achievement, in the thrill of creative effort." - Theodore Roosevelt

You enjoy life when you pursue something meaningful to you. Well... when that thing takes a life-time to achieve, then you have infinite pursuit (aka: infinite enjoyment).

This is what I did.

AND IT COMPLETELY CHANGED MY LIFE.

I will help 101M people find their purpose and use it to build a business that solves it.

This means 101M business solving a massive important problem in the world.

Can you see how fast we would evolve?
Can you see how empowered the world would be?

This is my contribution.

Now go find yours.

5. Become an Impact-Creator

What is business at it's fundamental level?

1. Traffic
2. Conversion
3. Retention

Without traffic, you can't grow.

And unless you want to spend thousands on ads, you must become a creator. Write on social media (or post videos).

This is where you'll spread your philosophy.

You see... Most people struggle to grow online because they don't stand out.

That's why having a personal philosophy is so powerful:

• You gain a frame for EVERYTHING you say

• You have consistent positioning to inspire others

• You position yourself as a leader, giving people a reason to support you

So at this stage, all you need to do is:

1. Learn your skill-tree
2. Write about what you learn online
3. Frame what you write under the angle of your philosophy

To do this, use the "To-From" framework:

Whenever you give advice, show people a vision of what their life would look like if they do or do not apply the advice you are giving (again, using your phisolophy as the core).

My biggest struggle when starting was thinking I had to be an expert to write about something.

But you really don't.

If it helped you, why would you not share it to help others?

As long as you aren't copy/pasting, where is the issue?

Just don't promise something you haven't achieved yourself and you’ll be fine.

6. Do this until you understand your philosophy enough to teach it

The more you create content = The more you learn

After a while, you'll have created a life you truly enjoy through:

• Applying your values to your life

• Creating systems and techniques with your skills

• Developping a world-view for mental performance/wellbeing (thanks to your philosophy)

This allows you to package it all up into a course, coaching program, or service that utilizes or teaches what you've learned along the way.

My own example with Purpose-Based branding:
My personal philosophy is that everyone should find their purpose, then use it to build a business that actualizes that. So I built multiple programs using it + my values + my skills. The latest one sold $6.2k in 10 days of promo.

The really cool thing is you create true fans while teaching under the unique angle of your personal philosophy.

You give a reason for people to support you (so they do).

BAM.

You now have a business built around what you love.

Sure... This is a complicated process, and it wil take time. But who cares? You'll enjoy building it along the way ;)

Now, instead of thinking "I'll feel so good once I achieve [goal]", you're thinking "As long as I am building and working on my personal philosophy of my ideal life, I feel amazing".

Thanks for reading.

As usual - I love you,

Euan

P.S.

I’d love to hear what you think about this longer/more in-depth style of email… It would help me help you more ;)

So drop a reply with what you thought!

Thanks again <3