grew up poor.
A slum in Rugby, Cape Town. apartheid-era South Africa. one of an estimated 400,000 poor whites ; a statistic most people don't know exists.
no safety net. no family money. just the belief that building something was the only way out.
This is my story
I say it every morning before I start and every night when I clock off
This is so damn hard
This is so freaking challenging
I don’t know if I can keep trying to do this
But
I follow i also know
"if it's this hard for me, it'll be as hard for anyone to compete with me"
Every decision compounds.
Build a business.
Build your health.
Build your relationships.
Build your character.
Then ask yourself:
If I had to live this exact life over and over forever… would I be proud of today’s choices?
I’ve started something new.
I’m not ready to talk about what it is yet.
What I can share is the promise I made to myself.
No endless planning.
No perfect logo.
No building things nobody asked for.
I also do it with MS, autism, dyslexia and no family to lean on.
Some days that makes everything feel heavier.
But I’ve learned something over the years.
Momentum beats motivation.
You don’t need to know the whole journey.
You just need to do today’s job.
Big one: Most suffering isn’t external
it’s the unconscious patterns running your life on autopilot (approval seeking, the pleaser, etc.).
Spot them = break free.
Stop measuring how customers enter your business.
Start measuring why they never want to leave.
Start asking:
"Why aren't our current customers bringing us more?"
The biggest businesses don't have the biggest ad budgets.
They have customers who can't stop talking about them.
The biggest companies don't spend the most on marketing.
They spend the most removing friction.
Faster onboarding. Better support.
Better product. Better experience.
Every improvement increases referrals.
Every referral lowers CAC.
Every retained customer increases value
Great advice: do more
Also great advice: do less
How do you make sense of it?
Do more of fewer.
“Perfect every detail. Limit the number of details.” -Jack Dorsey
There are three things you cannot buy. Fitness: You have to keep fit, whether you’re rich or not. Diet: You cannot pay someone to be on a diet for you. I think that diet is the biggest sacrifice in my life. Then, looking after your soul. No one can possibly treat your soul but you yourself. This is something you can do through culture and philosophy.
Struggling today…..
Doing the base work to test an idea is killing me
The boring 🥱
The domain purchase
The email set up
The reading on competitor copy
Writing my own copy for a landing page
Creating a landing page
Linking it to stripe
Then creating the offer
Then DM’s