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Last year, two people in their 50s decided to start businesses that would restore their economic and personal agency.
They were alike in that they had both become increasingly concerned about the job market for older adults and the political situation in the United States.
They were very much alike in other ways. They had both been good students, climbed their respective corporate ladders, and did all the “right” things.
The first individual had an amazing pedigree, having graduated from an Ivy League school and worked for multiple Fortune 500 firms.
The second person came from a less privileged background, but nonetheless executed on their ambitions successfully throughout the years.
Today, that second person has an audience of about 6,000 email subscribers and has just launched their first digital product. The business is profitable, and off and running for sustainable growth.
The first individual, with the better credentials and (in their mind) the more refined level of expertise, sits wondering why traction has eluded them. No one seems to care, and the frustration is mounting.
One of these people is on the path toward location-independent business success that will change their life for the far better.
The other is hoping to hop back into traditional employment, so far without success.
What Made The Difference
Have you ever wondered why some people attract audiences that fuel profitable digital businesses, while others struggle to gain any subscribers at all?
It isn’t native intelligence or talent or dedication. It isn’t that one person wants success and the other doesn’t.
And it most certainly isn’t credentials. That’s where person #1 went wrong.
They thought everyone would come running to work with them, while person #2 understood it was something else that matters.
That “something else” is human connection. It’s about how you make prospects feel, not where you went to school, the degrees you earned, or where you worked.
If you want followers in the form of an audience, you need to be a leader.
With a leadership mindset, you understand that connection and persuasion happen at the level of belief and shared values, not credentials.
And that makes all the difference.
You create belonging. You activate identity. You create a reason for your audience to lean in, pay attention, and ultimately take action.
But most of all, you inspire trust.
The Revenge of Soft Skills
Whether the battlefield, playing field, or field of business, the so-called “soft skills” of leadership, communication, and motivational persuasion make the difference.
The term “soft skills” was initially developed by the military to distinguish between technical skills and leadership skills, recognizing that the latter are equally important, if not more so, than the former.
And yet, somewhere along the line, the business world went off the rails.
It celebrated hard skills, such as coding, data analysis, or proficiency with specific software, while downplaying and even ridiculing the soft skills that make all the difference.
And now, guess what? Robots excel at hard skills (including Excel) and will eliminate the majority of those tasks, while freeing up creative people to do what makes a difference.
Those who can connect with other humans have the upper hand when we start our own thing.
And we can rest assured of one truth… a machine can never be a human being.
Artificial intelligence can do a lot, and it’s going to do a lot more . But it can’t be you.
This is the secret to value creation going forward. But here’s the thing, it was that way before the emergence of AI.
It’s always been that way
I built a series of successful businesses based on using content to create human connection.
Some made six figures, three made seven figures a year, and one did eight-figures of profitable revenue for three years in a row before it was acquired.
This is what Further Premium is about. I’m not some “guru” who made money writing books and selling speeches about content marketing and digital business.
I built real digital businesses using content marketing techniques I pioneered.
Law. Real estate. Software. Membership communities. The real deal.
Beyond the overly simplistic tactics offered by the Substack gurus, I teach you how to make the human connection that makes the difference.
Sure, there’s a crucial mix of strategy and tactics too, but at the heart of the lessons is the human connection that matters. And I even back it up with social psychology studies so you know why it works instead of operating on “because I said so.”
The takeaway is this: people don’t just buy what you offer. They buy when they see their own humanity reflected back in you.
Join us this week in Further Premium to make the difference and save.
Keep going-
P.S. The deal in a nutshell: Further Premium is currently $150. It’s going up to $195. But until tomorrow (Friday, January 30, 2026 at 6pm Pacific time) it’s only $96.
I’m not good at math (hard skill long ago replaced by calculators), but that seems pretty solid.
You’re currently a free subscriber to Further. To get started building your “live anywhere, earn everywhere” business plus a lot more, join us in Further Premium.
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