Below, you'll find an operating system for making 1,000 True Fans a reality.

But it's not a set of easy, one-size-fits-all answers. Instead, it’s a compass that helps you walk your own path, and navigate a complex world based on your own values. It’s a way of being that, when you step into it, helps you do creative work no one else but you could, delight people and earn lifelong fans, and build a business that fits you like a glove.

The goal isn't just to "build a business" though. The real purpose is to craft a flourishing, meaningful life for yourself. These principles exist so that when you reach your deathbed, you'll know that you spent your days well, and focused on what mattered.

The Ungated Foundation is built upon four pillars.

Pillar 1: Operate from the inside-out

Most of us seek answers in the external world, but the right answers for you are already within, hiding in plain sight. Lean into the deep work required to understand your inner world. Introspect to find your desires, your values, your gifts. Untangle the emotional threads running through your life. This is how you find the raw material for creative work no one else but you could do.

Inside-out business
The answers you seek won’t be found in the external world.

Pillar 2: Build from the bottom-up

You can’t think your way into the perfect creative business for yourself. Trying to plan your life from the top down is a recipe for unnecessary suffering. Instead, work from the bottom up. Let go of the need to have all the answers. Follow your intuition, experiment frequently, interact with the world, and make note of what works and what feels good. This is how you iterate your way into a business that fits you like a glove.

Bottom-up business
On the desire for certainty, the need to feel in control, and the power of letting go.

Pillar 3: Cheerfully subvert the status quo

Never settle for a status quo that rubs you the wrong way. Use your creativity and courage, in ways small and large, to nudge your corner of the internet in a healthier direction. Focus your energy on creating more of what you want to see in the world, trusting that others will follow suit.

Subversive Creativity
On the downstream effects of being brave and calling bullshit.

Pillar 4: Market yourself non-coercively

Most online marketing advice is coercive. But you can’t coerce people into becoming lifelong fans. You can only trust yourself, tell the truth, be visible in the world, and trust that the right people will find you, vibe with you, and want to be fans. When you prioritize long-term relationships and trust over short-term gain, you win the true fan game. So treat yourself, your fans, your partners, and everyone you encounter in your business with the utmost respect and dignity. Follow the golden rule. Make friends. Have fun. And most of all, be yourself.

Non-Coercive Marketing: An Origin Story
How learning to trust myself turned my marketing worldview upside down.