Seven years ago, I almost became an energy drink YouTuber.
And no, I’m not kidding ;-)
Finding myself in $100,000 of debt after a failed business in 2018, the re-build hustle was starting to burn me out. It’s not surprising I became a little obsessed with caffeine.
Traveling to new cities, even new countries, became a hobby. Luckily, I was in a season of masterminds, events, and nomadding, which gave me the perfect opportunity to hunt down exotic flavors and discover new brands.
Snagging an Orange Cream Ghost, a limited edition Monster, or a Root Beer Bang—my all-time favorite—I shed a tear when it was discontinued.
During a difficult time, it brought me genuine joy.
Still does over seven years later.
And… just in case you thought this was a story made up by ChatGPT—it’s not.
I spent an entire 20-hour road trip from the prairies of Canada to the Colorado Rockies mapping out my Energy Drink Review YouTube Channel.
I’d rate the flavor, the aroma, and that first-sip dopamine rush.
Then I’d travel the world in search of new flavors like Anthony Bourdain, funded by brand deals and sponsorships.
I learned a valuable lesson during this time of my life. And seven years later I still see the same patterns in the coaches and creators I see online.
Most folks I know spend their days chasing 10k months and the nomad lifestyle…
…I was chasing what made me light up inside.
There’s a big difference.
One feels like work you have to justify.
The other feels like play you can get paid for.
I recently did a deep dive strategy session with a client—I’ll call her Jane.
Jane built a successful career as a practitioner and author, and taught health professionals how to become freelance writers. She had a solid offer and a track record of proven results. Everything made sense, on paper.
But Jane was procrastinating on growing her business.
That’s why we were chatting.
I spent 2 hours doing a deep dive into her business to prepare for our call. Nearly an hour into our call together… I started to recognize the pattern.
So I paused and asked, “What do you actually want to do?”
Silence fell. Then she realized she’d never actually considered that.
I tossed my two-pages of prepared notes on scaling her existing business aside. And we started to dig in, peeling back the layers, and asking more difficult questions, like, “What business do you want to be running in five years?” “Can you give me an example of a client or call where you were really excited?” “What part of this work drains you?”
Big aha moments quickly followed.
We went from wanting a business that didn’t require phone calls to realizing calls were incredibly fulfilling when on a certain topic.
From scaling selling digital products to realizing she loved coaching when it was working towards specific goal.
From scaling her existing business to shifting the business entirely.
After sitting with these difficult questions, we uncovered what lit her up and what she would do even if she were retired and didn’t need the money.
That’s the business we needed to build.
We shifted from what we thought would sell…
…To finding what overlapped with what put a smile on her face.
Her offers would change, and her content would flow effortlessly because she would no longer have resistance to her work showing up in the form of procrastination.
Maybe I’ll still launch that energy drink channel someday.
Technically, I did create one ;-)
But I’ve found what lights me up inside.
Every day, I work towards getting closer and closer to it, and now feel called to help others do the same because no one should run a business they want to escape.
The lesson is this:
When you’re figuring out what to monetize online, don’t only ask “what will sell?”
Ask “What would I do even if no one paid me?”
That’s where the magic lives.
You might not be able to drop everything and pursue it today, but it can become the north star that guides the business you work towards creating.
A business that’s enjoyable is a business that’s sustainable.
If you feel stuck trying to figure out what to offer, how to position yourself, or what success on your own terms actually looks like—that’s exactly what we work through inside The Community.
I don’t believe in cookie-cutter blueprints.
Together, we build our own. Real conversations. Clarity. And the kind of personalized support that helps you design your own path instead of forcing you on someone else’s.
We’ve got monthly sessions, async Q&A threads, frameworks to guide your decisions, and a small group of creators working towards the same kind of sustainability.
It’s $27/Month. Less than that energy drink habit of mine ;-)
And as a bonus, the first 50 receive a conversational copywriter course.
If you’re interested, send me a DM or join here.
Hope this helps.
Landon
P.S. If you’re building a Substack-powered business (or thinking about it)...
I know how tempting it is to copy someone else’s six-figure blueprint and expect the same results. Been there, done that, got the debt to prove it.
That’s why I’ve put together some free resources to help you find your path—without the massive investment or the decade of trial and error.
Whether you’re just starting or feel like you’re not where you “should be” yet, these resources are here to help you build something sustainable that actually fits your life.
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