You're trapped. 

Not physically, perhaps, but mentally. Trapped in a system designed that promises stability but turns you into a zombie. The 9-to-5 grind has become a soul-crushing reality for millions.

Let's be honest, your job probably sucks. Sure, it pays the bills and keeps a roof over your head, but is it slowly sucking the life out of you? Are you trading your precious time for a paycheck that barely keeps you afloat, while your dreams wither away like a neglected houseplant?

You're not alone. Millions of people are waking up to the realization that the traditional career path is a dead end for their dreams and their sanity.

The fact is you've been told the lie: go to school, get good grades, land a secure job, and you'll be set. That's what society has programmed us to believe. But things are changing. The old system built by legacy institutions that haven't caught up to the realities of the 21st century. 

In an age of rapid technological advancement, automation, and a globalized economy, the old rules no longer apply. The "secure" job is becoming a myth, and the skills needed to thrive in this new world are not being taught in classrooms.

And it's not just about the lack of security, it's about the lack of meaning. The emptiness that echoes in the fluorescent-lit cubicles, the quiet desperation that fills the commutes to and from jobs that drain your soul like a vampire sucking on a juice box.

We crave a deeper connection to our work, a sense that what we do matters, that it contributes to something bigger than ourselves.

We yearn for autonomy and freedom. The freedom to choose our own projects, to set our own schedules, to pursue our passions without the shackles of a corporate hierarchy.

Working in a job as an exchange for money is just not enough anymore. Since work fills a large part of our life, we want a work that supports this lifestyle.

We live in an era of unprecedented opportunity, where the internet has democratized access to knowledge, skills, and audiences. The old rules of the game no longer apply, and the traditional career path is crumbling under the weight of its own outdated promises.

The problem is, you can't outsource your purpose. You can't buy it in a bottle, download it as an app, or find it in the bottom of a bottle of cheap wine. It's not something you stumble upon during a weekend retreat or a drunken night out.

It's something you build, brick by painful brick, through self-discovery, experimentation, and a whole lot of failures along the way.

Working on your own terms seems like a seductive allure. You are own boss and can manage your time the way you want. But it comes with a lot of uncertainty and if we look at the people around us we see a lot of self employed that are constantly struggling. So better stay in your 9 to 5. 

Or how about the million dollar idea that changes the world. In retrospect Facebook doesn’t seem like that crazy of an idea. It sure could have been yours. But the path of traditional entrepreneurship is not much better. It comes with working incredibly long hours only for that one day of bit money that might never come.

What if there was a better way, a simpler path that allows you to test the waters, build a business you love, and create a life of freedom and fulfillment—all with zero investment?

Business as an Extension of the Self 

The problem isn't just the job itself; it's the outdated belief system that separates “work” from “life.” This artificial divide, a mental prison constructed by outdated societal norms, tells us to compartmentalize ourselves, to sacrifice our passions and creativity at the altar of a paycheck. We've been conditioned to see our careers as something we endure, not something we enjoy.

This thinking is as outdated as a rotary phone. It's a relic of the industrial age, a time when work was primarily about manual labor and mindless tasks that demanded little creativity or personal fulfillment.

The world has changed. We are now in the Imagination Age, an era where our unique skills, knowledge, and creative expression are the most valuable assets we possess. And yet, we're still clinging to an outdated framework that tells us to suppress our individuality and conform to a system designed for mass production, not individual flourishing.

In there is a German saying „Erst die Arbeit dann das Vergnügen“ which translates to you have to first do the work before you can enjoy life. This deeply ingrained belief perpetuates the notion that work is a means to an end, a necessary evil we must endure to earn the right to enjoy our lives. But what if it didn't have to be this way?

Work life balance is another label that creates that concept of a separation between life and work. I rather see it as work life integration. Changing our perspective allows us to see it in a different light. 

Traditionally, work and personal life were considered separate entities. This concept challenges that notion, arguing that your business should seamlessly integrate with your values, passions, and lifestyle. Work becomes an extension of your personal growth and a way to express your authentic self.

Everybody is an entrepreneur. We are born to solve problems. You do it all the time. 

We are entering the era of the Purpose Economy, where work and life are no longer separate entities, but intertwined expressions of our authentic selves. The Serapex business model is the embodiment of this shift, allowing us to align our passions, skills, and values with our work in a way that generates both income and fulfillment.

You are the business. Your unique personality, your experiences, your knowledge, and your creative potential are the foundation of a business that nobody else can replicate.

Your business should be an embodiment of your true self, your passions, and your unique quirks. This attracts a loyal following of people who resonate with your values and perspective, creating a strong connection that goes beyond transactional exchanges.

Your life experiences, both successes and failures, shape your worldview and provide valuable insights that can benefit your audience. Sharing your personal journey adds depth and authenticity to your brand, allowing you to connect with people on a deeper level.

Your personal values should inform your business decisions and shape the culture of your brand. This ensures that your work is aligned with your beliefs and attracts a community of like-minded individuals.

Instead of trying to fit into a predefined niche, leverage your unique combination of skills and interests to solve problems and offer value in a way that sets you apart from the competition.

Your business is built on your ability to identify problems, experiment with solutions, and develop systems that get results. By embracing your creative problem-solving skills, you can create innovative products and services that genuinely help your audience.

Your online presence, including your website, social media, and content, reflects your personal brand and creates a "world" that your audience can inhabit. By carefully crafting this digital reality, you can attract a loyal following of people who resonate with your message and vision.

Why is Business as an Extension of the Self Important?

• Stronger Brand Connection: People are drawn to authentic individuals who share their true selves and experiences. This creates a stronger connection with your audience and fosters loyalty and trust.
• Unique Value Proposition: Your personal journey and perspective provide a unique lens through which you can solve problems and offer value in a way that differentiates you from the competition.
• Increased Fulfillment and Enjoyment: When your work is aligned with your authentic self, you are more likely to feel passionate, fulfilled, and motivated, leading to greater success and happiness in your business.
• Greater Impact: By sharing your unique insights and experiences, you can inspire and empower others to pursue their own paths and make a positive impact on the world.

Take Tim Ferriss as an example: He built his brand by sharing his experiments and insights on productivity, lifestyle design, and achieving peak performance. His content reflects his curiosity, his willingness to challenge conventional wisdom, and his dedication to helping others optimize their lives.

The Source Code

The world is obsessed with tactics and quick fixes. We crave instant results, secret formulas, and shortcuts to success. Lasting success is always built on a solid foundation. 

Before I give you a step-by-step framework to start your business, I want to show you the underlying principles of the framework. 

Blindly following someone else's advice – even mine – won't get you where you want to be. You have to find your own path.

This isn't just about business – it's about life. Think about it: How many times have you jumped on the latest diet fad, only to find yourself back where you started a few weeks later? Or how many times have you tried to force yourself into a routine that just didn't fit, leaving you feeling frustrated and depleted?

The same applies to building a business. You need a framework, yes, but you also need the understanding and the mindset to adapt it to your unique circumstances.

That's where these five principles come in:

Self-Reliance 

Stop relying on the crumbling maps provided by outdated institutions. Those maps were designed for a world that no longer exists, leading you down a path to someone else's destination, not yours.

The truth is, you can't outsource your happiness. You can't depend on a system, a job, or another person to make you happy. It's an inside job, a fire that you must kindle within yourself.

Nobody is coming to save you. No system, no job, no magical guru has the answer to your happiness. It's on you. You're responsible for your own damn life.

We humans are obsessed with outsourcing responsibility. We want a map, a plan, a guarantee. But relying on others for direction is like letting a drunk toddler steer your car. You might end up somewhere, but it probably won't be pretty.

Self-reliance isn't about being a lone wolf or rejecting all help. It's about owning your choices, good or bad. It's about becoming comfortable with uncertainty and realizing that the only way to truly fuck up your life is to let someone else run it for you.

By taking ownership of your decisions and actions, you empower yourself to shape your own destiny.

Self-Care 

Energy is essential for all life and all processes that occur across the entire universe. If you neglect your health, you're depleting the very fuel you need to power through challenges. Imagine running a marathon with no training and poor nutrition - you'll hit the wall quickly.

A healthy mind and body lead to greater mental clarity and focus, allowing you to be more productive in all areas of your life. Hence why we have to make sure we prioritize our health. 

When you feel good physically, it impacts your emotions as well. You'll feel more confident, resilient, and able to handle stress and adversity.

If you neglect self-care, you'll likely experience fatigue, burnout, and inconsistent performance. Good health improves your resilience, helping you bounce back from challenges and maintain a positive mindset. That is why it is the foundation of anything to come. 

Ultimately, by prioritizing self-care, you unlock your full potential. You create a life where you can contribute, make a difference, and experience the joy and fulfillment that comes with living a life of meaning and purpose.

Self-Learning 

Formal education has its place, but it's no longer enough. The traditional educations system emphasizes memorization and completing tasks without fostering genuine understanding or real-world application. Formal education often focuses on general knowledge, which can be taught and automated, making you easily replaceable in the current job market. 

Instead you want to focus on real world application and true understanding (not from a intellectual level but an emotional one). Whenever you want to learn something start with a concrete project in mind. For example you want learn web design start by building a website and acquire the specific knowledge you need along the way. 

Learning is a lifelong expedition, not a destination. The world is constantly evolving, and your skills must evolve with it. Embrace a mindset of continuous learning, always seeking new challenges and pushing your boundaries. You can never stop learning (I’m sorry). 

The internet has democratized access to information, making self-learning more accessible than ever before. I encourage you to leverage online resources, such as books, articles, podcasts, and courses, to explore your interests and deepen your knowledge in alignment with your personal goals.

By acquiring knowledge that is not readily available in traditional education systems, you become a valuable asset in the marketplace and differentiate yourself from the competition.

Self-Development

Imagine building a skyscraper on a foundation of sand. It's a recipe for disaster, right? The same goes for your business. You can have the best tactics, the most innovative product, the slickest marketing campaign in the world, but if your inner foundation – your mindset – is shaky, your whole structure is at risk of crumbling.

The most limiting factor for the success of your business is YOU. There are no business problems. Only personal problems that reflect on your business. That is why it is essential that you get your mindset right. Success is 80% mindset and just 20% tactics. 

You are the CEO of your business and the CEO of your life. And just like any CEO, your effectiveness hinges on your ability to make clear decisions, overcome challenges, and inspire those around you. This requires a level of self-awareness, resilience, and inner strength that only comes from dedicated self-development.

Societal conditioning and past experiences often create limiting beliefs that hold you back from achieving your full potential. Self-development allows you to challenge these beliefs, expand your perspective, and embrace new possibilities for growth and success.

Personal growth occurs in stages, each leading to a deeper understanding and a higher level of awareness. By consistently investing in self-development, you unlock new stages of growth, which in turn unlocks new levels of success and fulfillment in your work and life.

Don't relegate self-improvement to those few minutes before bed. Make it a cornerstone of your day. Invest in books, courses, mentors – anything that helps you chisel away at those limiting beliefs and expand your capacity for success. You're not just building a business; you're building a better version of yourself. And that's a journey worth dedicating your time and energy to.

Self-Actualization 

We want to make sure that we build a business that allows us to life a more fulfilled life. That means we want make sure we can work on our own terms and we are working on something that we are not only passionate about but also allows us to grow beyond ourselves. 

Looking at these principles you might come to the conclusion that this is a egocentric model. This is far from the truth. In fact it is the exact opposite. By focusing on yourself first, you make sure you are in a position to help others. Following these principles will naturally lead to helping others. You are contributing to society in a meaningful way. 

People have been conditioned to think that selflessness in and of itself is the highest good. In reality, conscious selfishness will always come full circle into selflessness. From the highest perspective of the Universe, you and other are not separate. You are One. 

And through self-actualization, you benefit the world more than the person that gives, gives, gives out of the unconscious selfishness disguised as absolute selflessness.

A Step-by-Step Framework

Everything we have talked about so far is pretty high-level and you are probably asking yourself: This is all damn inspiring, but how do I actually turn this into a money-making side hustle? What are the steps necessary? 

And trust me, I get it. You want a roadmap, a clear path forward. But this is not easy to answer. It is important to remember that I can not give you an exact blueprint to follow. What works for me might not work for you, and vice versa. 

That's why we tackled the principles first. You need that foundation, that understanding of how the game works, before you can start playing it effectively.

But don't worry, I'm not going to leave you hanging. What I can give you is a dynamic framework, a series of steps that you can customize and adapt to your specific passions, skills, and circumstances.

Think of it like a set of mental Legos. You'll take these building blocks, rearrange them, experiment, and ultimately create something uniquely yours – a side hustle that not only brings in extra cash but also aligns with your purpose and lights your soul on fire.

Step 1: Uncover Your Curiosities 

Now it is time to get real.

Dedicate two hours to exploring your passions. 

1. Grab a Pen and Paper: Put away your phone and laptop. A physical notebook is best for this exercise.

2. Free-Flowing Ideas: write down 25 things that you're genuinely curious about

• Don’t filter or censor yourself.
• Write down anything that pop into your head.
• Don't worry about making sense or being logical.
• Try to be as specific as possible. Instead of just "history," write down "the history of the Roman Empire" or "the history of the internet.“
• Only write down, don’t think about if it is a valid business idea 

Having trouble to come up with anything? Try the following:

• What were you obsessed with as a kid? Did you love dinosaurs, space, drawing, building things, or collecting stamps?
• What do you spend your free time doing?
• What if you could learn anything in the world?
• What if you could travel anywhere?
• What if you could have any job?

If nothing helps: Get out into nature and let your mind wander.

Step 2: The Strength Inventory

Dedicate two hours to identifying your strengths. 

Identify your top 5 strengths, your skills and talents, and the things you're naturally good at. Think about your most proud moments and achievements in life. What were you working on? What skills did you utilize?

Analyze the specific strengths that contributed to each success. For example, did you rely on your communication skills, problem-solving abilities, creativity, or leadership?

If you’re having trouble to come up with anything, try the following:

• Reach out to friends, family, mentors, and colleagues who know you well. Ask them to identify what they believe you're good at, what you excel in, or what comes naturally to you.
• There are several online assessments designed to identify your strengths. The Myers-Briggs test could be useful. You can use 16personalities.

Step 3: From Passion to Product

You've got your lists of interests and skills. Good. Now, let's aim them at a problem worth solving. Because a problem solved is value created, and value is what gets you paid.

To attract people to your business, you must clearly illustrate a desirable goal that others want to achieve – specifically a goal that you are working toward or have achieved. The skills and interests you acquire are what make the story toward this goal unique.

To find a problem worth solving we first want to look inward. Your personal problems are universal problems. You're not alone in your struggles.

• Consider the problems you've already solved for yourself. What have you learned that could help others?
• Identify problems that excite you to solve. Where do you feel a natural pull to dig deeper and create a solution?
• Match those struggles with your lists. Where do your passions and skills collide with problems you've faced?

For example:

• Curiosity: Obsessed with optimizing productivity and building efficient systems.
• Strength: Strong organizational skills and experience with project management software.
• Problem: Struggling with overwhelm and lack of focus due to an overflowing task list and chaotic schedule.

Realize that you do not need results to start. People find value in those documenting their journey to achieve a goal that they have. Not only that, but you can create a profitable product right now.

If you have hard time finding anything ask yourself the following questions:

• What kind of problems would I like to be solved?
• What problem would I pay someone to solve for me?
• What do I spend a silly amount of money on? 
• How might I scratch my own itch?

Step 4: Market Research

Your job is not to create demand for something that seems exciting, it’s to find existing demand and satisfy it. You don’t want to be convincing people that they need your product or service. You need to confirm that your problem resonates with a large enough audience to build a sustainable business.

Here's how to get out of your head and into the minds of your potential customers:

• Explore forums, social media groups, and online communities related to your passion. What questions are people asking? What problems are they trying to solve?
• Engage in conversations, ask questions, and listen to the experiences of people who share your passion. This will provide valuable insights into their pain points.
• Look for existing products and services that address similar problems. What are their strengths and weaknesses?

Step 5: Craft an Offer

Now, let’s talk about making some damn money. Because here’s the brutal truth: passion doesn’t pay the bills. Well, not directly, anyway.

Sure, you could spend your days blissfully pursuing your joys, but eventually, that landlord’s going to start asking for rent money (and those ramen noodles are going to get old fast).

The key to a sustainable side hustle is turning your passion into a product or service – something that solves a problem, provides value, and that people are actually willing to fork over their hard-earned cash for.

Therefore we will embrace the LTS (learn, teach, sell) method:

• Identify a problem you’ve solved in your life that others struggle with.
• Develop a system or solution for overcoming this problem.
• Share your knowledge and expertise through a product or service.

You came up with some problems worth solving that align with your passions and skills. Then you dug deeper, refined the problem and got a better understanding of what people struggle with. From here we want to create service to sell. 

As a starting point I suggest offering a service like freelancing or consulting with your skill or expertise. This will be easier to sell and you will be able to refine your offer. 

As you are just starting out it can make sense to offer your service for free. This is not necessary but it will take off some pressure. 

From there you will help you to build confidence, potential paid work and you will be able to get feedback on your assumptions. It is also a great way to get some testimonials. 

After some experimentation you will start charging for your services. I can’t give you an exact number or process for this. In my case I started charging $200 for a logo design and then increased the price with every couple new customers. 

As you discover:

• What gets results
• What skills you have to learn to improve your offer
• What problem people are really trying to solve
• You can start to create your own unique system, promise better results, and increase your prices accordingly.

If you create a service business, you can start earning immediately. This is why I recommend starting with that, make some money, get results, and package that system up into a product.

Step 6: Find Paying Clients 

This is probably the hardest part. Nobody knows you, nobody cares. BUT: You are not alone. Finding paying clients is tough for every business. Unfortunately there is no shortcut.

Sara Blakely, the founder of Spanx, is a great example. In the early days, she faced countless rejections from manufacturers and retailers. She even had to sell fax machines door-to-door to fund her business. It took years of persistence and creative marketing strategies before Spanx gained traction and became a household name. This shows that even the most successful entrepreneurs face immense challenges at the start, and building a customer base requires dedication and resilience.

Here's the breakdown of how to find paying clients:

1. Network Like a Mastermind:

• Tap into Your Existing Network: Reach out to friends, family, former colleagues, anyone who might need your service or knows someone who does. Don't be afraid to ask for referrals.
• Infiltrate Online Communities: Join Facebook groups, subreddits, forums, and online communities related to your niche. Engage in conversations, provide value, and build relationships. Don't just spam your offer, become a trusted member of the community.
• Attend In-Person Events: Conferences, meetups, workshops, any event where your ideal clients hang out. This is where you can make real connections, pitch your services face-to-face, and get immediate feedback.

2. Hustle Harder Than The Competition:

• Cold Outreach: This ain't dead. Identify potential clients through LinkedIn, company websites, or industry directories. Craft a personalized message that highlights their specific pain points and how your service can help. Don't be afraid to follow up.
• Offer Free Consultations: Give potential clients a taste of your expertise with a free consultation. Use this time to understand their needs, build rapport, and demonstrate your value.
• Partner with Other Businesses: Look for businesses that complement your services and offer joint ventures or cross-promotions. Expand your reach by tapping into their existing customer base.

3. Show, Don't Just Tell:

• Build a Portfolio: Showcase your best work with a professional-looking portfolio. This could be on your website, a dedicated portfolio site, or even social media.
• Create Case Studies: Document your success stories with detailed case studies that demonstrate the results you've achieved for clients.
• Offer Guarantees: Back up your claims with a strong guarantee that eliminates risk for potential clients.

The best approach to find clients is to use the power of networking. When I started to offer my services I was already immersed in the e-commerce community. Since the community was very close knit it made finding potential clients a lot easier.

Be confident, persistent, and provide a clear, concise message about the value you offer. Finding clients is a numbers game. The more people you connect with, the higher your chances of landing paying gigs. Embrace the challenge, and don't give up.

Step 7: Build a Lead Magnet

Imagine you're fishing in a vast ocean. You could cast your line randomly and hope to catch something, but wouldn't it be more effective to use a lure that specifically attracts the fish you want?

That's what a lead magnet is: a free, irresistible offer that acts as a magnet, attracting your ideal customers and encouraging them to give you their email address.

1. Identify a "Bite-Sized" Problem:

• Take your main product idea and break it down into smaller, manageable problems.
• Choose a problem that you can solve quickly and easily for your audience. The goal is to provide them with a "quick win" that leaves them wanting more.

2. Create a Valuable Resource:

• Checklists: Simple and actionable steps to accomplish a specific task.
• Guides: Concise and informative guides on a particular topic.
• Templates: Ready-to-use templates that save time and effort.
• Workbooks: Interactive exercises that help deepen understanding and application.
• Mini-Courses: A short series of emails or videos that deliver valuable insights.

Make it High-Quality: Even though it's free, your lead magnet should be well-designed and packed with valuable information. It's a representation of your brand and expertise.

Think of your lead magnet as a "free sample" of your product, a taste of the deliciousness to come.

Step 8: Create an Online Presence 

Before you can start building an audience you first need an online presence. I always like to have a basic landing page even if just start out with a project. Creating a website allows you to get clear on:

• Who am I trying to help?
• What specific pain point do they experience?
• What unique solution do I offer?
• Why should they choose me?

Before building anything, clarify your target audience, their problem, and your solution. This will guide your website and social media content.

There are a lot of website builders out there. I suggest to use WordPress. It's free, user-friendly, and can be customized to match your unique style. It is worth getting your own domain and hosting. It cost less than $5 a month. 

Next, leverage social media. Choose platforms that align with your strengths and your target audience. Don't force yourself onto Instagram if you hate it. LinkedIn and X.com are great for sharing written content and building a professional network.

A very great platform to start is Substack. It is getting a lot of attention lately and a fresh boost in popularity. The great thing about is that it combines your website with a blog and newsletter. 

Remember, your online presence should reflect you. It's an extension of your brand, your personality, your expertise. Be authentic and valuable.

Step 9: Building an Audience

Now, it's time to get the word out. But don't just spray and pray. You need to be strategic. You need a targeted approach.

Your content is what pulls in a following. If you focus on awareness and education, you create interested traffic.

Don't spread yourself thin trying to conquer every social media platform at once. Choose one that aligns with your strengths and where your ideal customers hang out. Master that platform, build a solid foundation, then expand outward. Think of it like building a castle – you wouldn't start with four walls and no foundation.

Create valuable, engaging content that educates, entertains, and inspires your target audience. Think about the problems they face, the questions they have, and the transformation they seek. Don't be afraid to share your personal experiences, your struggles, and your triumphs. Vulnerability creates connection.

People are drawn to authenticity. Document your process, your learnings, and your insights. Share your wins and your failures. Teach what you know, even if you feel like an imposter. The act of teaching solidifies your own understanding and attracts those who are eager to learn.

Engage with your audience, respond to comments, and spark meaningful conversations. Build relationships, not just a following. Your tribe will be your biggest asset, your loyal advocates who spread your message and amplify your impact.

Building an audience takes time, effort, and consistency. Don't get discouraged if you don't see results overnight. Stay focused on your purpose, create value with every piece of content, and trust the process. The power of compounding will work its magic, and before you know it, you'll have a loyal following of individuals who are eager to support your work.

Step 10: Skill Acquisition 

As we've discussed, you have to become a student of life. That means constantly leveling up your skillset. Building an audience is essential, but converting that audience into paying customers requires mastering crucial business skills. These skills are the backbone of any successful venture, online or offline. As you progress in your journey, focus on developing proficiency in these three core domains:

• Communication is your weapon. You're crafting high-impact words, visuals, and stories to grab attention and connect with your audience. Design, writing, speaking – master these to wield your weapon effectively.
• Marketing is your strategy. How are you going to get eyeballs on your work? You need to understand the game of attention and traffic to build a loyal following.
• Sales is how you win. You're not just giving value away for free, you're building a business. Master the art of persuasion and learn how to ethically close deals – this is how you turn your passion into profit.

These skills are interconnected and will amplify each other's effectiveness. Don't get overwhelmed. You don't have to be a master of these overnight. Learn them step-by-step through practical application as you build your business. This is a lifelong journey, but one that will pay dividends if you take it seriously.

Step 11: Productize Yourself

This is where you transition from trading time for money to creating something that works for you while you sleep. Think of it as escaping the hamster wheel and building a machine that prints cash. But don't rush it. This is a level-up you unlock, not a starting point.

First, you need to nail your service business. Through client work, you're gathering invaluable data – what gets results, what problems people are truly trying to solve, and what skills you need to refine your offer.

Once you have a system that consistently delivers for your clients, a repeatable process you've documented and refined, that's when the magic happens. Now, you can package this proven system into a product.

Why do this after you've gone the service business route? Because (hopefully) you've built an audience along the way AND you have testimonials from the start.

This gives you a massive advantage when launching your product. Now, instead of attracting one client at a time, you can serve hundreds or even thousands simultaneously. That's leverage, and that's how you build a business that doesn't require you to be constantly grinding.