I partner with companies on a revenue channel they haven't built yet.

What the channel actually is depends on the business. Organic growth on social. Paid traffic into a webinar. Clipping and distribution through a creator network. A high ticket line sitting underneath a cheap product. A game people play before they buy. I've built all of those and I don't run one play on everything. I'm looking for the thing the business is missing that nobody inside it has the appetite to go build.

Most people in this are good at one end of it. Creative, or media buying, or offer, or closing. I think it's necessary to be good at all of it, and that plus my team of specialized experts and the resources I've built around me is the actual value. I build the whole thing. The offer, the creative, the media, the funnel, the sales process. Then I run it. I take the calls myself if required at first, then help you build a sales team that can take them without me.

What you sell doesn't really matter to me. Software, physical product, education, real estate, something I've never touched. What matters is that it interests me. I have to want the thing to exist, because I'm going to be living inside it for a long time. After that the bar is five million. If I don't think the channel can throw off five million in cashflow, I pass. If the math is there and the thing is interesting, I want in.

I have my partner cover my minimal costs, the team and the software, and then I only work on a percentage of what the channel actually produces. The percentage is the real money for me. So I'm not thinking about whether you can pay me, I'm thinking about whether this can get big enough that I make a meaningful amount too. Makes me picky about what I take on.

I've done this enough times to know early whether it's going to work.

At Teachly I ran paid, I built the offers for every creator on the roster, and I ran the sales side. Hamza Baig. Josh Gilligan. Nick Puru. Four seven figure AI offers. We built our own creator monetization software and sold that cold off paid too.

Techrupt Innovations is where the partnership model came from and where I stopped selling hours for money. Gameclass (edtech). Paperless Now (enterprise SaaS). Virality (consumer SaaS). Josh Goldstein (CPG). Harshal Soul (info). Twenty odd offers and partnerships across categories that have nothing to do with each other. Then a real estate offer with an info backbone, with Seth Caslin.

I've talked about how it works at USC, UMass and Columbia.

None of my success is ever me alone. Media buyers, editors, closers, engineers. Same people every time, which is the only reason I'm able to say yes to anything.

Taking on one or two more a year. Tell me what you sell, what it's worth, and what you've already tried, and I'll tell you straight whether I think I can scale it past five million.