The False Promise of Easy Money

A Reality Check on the Side Hustle Dream

Hi Friends 👋,

It started with a LinkedIn post that stopped me mid-scroll. There it was, in bold, confident typeface: "Anyone Can Make $2,000 a Month with a Side Hustle - It's Easy!"

The post was perfectly crafted, with just the right mix of inspiration and apparent authenticity. As someone who has spent over twelve years building and running my own business, I felt a bit sick to my stomach. Surly it’s not this easy?!?

I've seen this story play out too many times before. The social media cheerleaders, the side hustle influencers, painting pictures of effortless success. Their message is intoxicating, "Just take what you're good at, package it into four coaching sessions at $500 each, and voilà, there's your monthly $2,000!"

They make it sound as simple as following a recipe.

But here's what twelve years running my own business has taught me, success isn't a recipe. It's more like trying to navigate a ship through unpredictable, and often very stormy, waters. Some days the seas are calm, sales flow smoothly, and everything works according to plan. Other days, more often than you'd expect, you're fighting against the current, pushing forward inch by inch, wondering if you'll make any progress at all.

The reality? People don't just show up to buy your services, even when you're an established brand. Every sale requires effort, strategy, and persistence. Every. Single. Day. You have to give potential clients a reason to choose you, to trust you, to part with their hard-earned money. And then you have to do it all over again the next day, and the next, and the next, and the next.

I've watched the pattern repeat itself countless times. Hopeful entrepreneurs, inspired by these influencers' promises of quick success, jump in with both feet. They follow the initial steps, buy the domain name, build the website, craft the perfect service offering. This part is fun, exciting, filled with possibility. The website looks professional, the branding is on point, and they're ready for the promised flood of clients.

But then comes the silence. The deafening absence of the "easy" sales they were promised. And right at this moment of vulnerability, when the reality of building a business starts to sink in, these same influencers appear with their real pitch, "Want to know the secret to making this work? Sign up for my exclusive course! Only $997 for the keys to success!"

It's not that these courses are inherently worthless or that side hustles can't be profitable. They absolutely can be. I'm living proof that building your own business can work. But it's the false promise of ease, the deliberate obscuring of the true effort required, that troubles me deeply. Yes, buyer beware is a time-honored principle, but shouldn't we also expect sellers to maintain higher ethical standards? To be transparent about what it really takes to succeed?

Building a sustainable business, whether it's a side hustle or your main gig, is never about following a simple formula. It's about embracing the daily grind, finding joy in the small victories, and having the resilience to push through the inevitable setbacks. It's about understanding that success is rarely linear and that the real work begins after you've built the website and announced your services to the world.

For those dreaming of breaking free from the traditional nine-to-five, there's nothing wrong with seeking inspiration and guidance. But be wary of anyone promising quick and easy success. The real path to building something meaningful is longer, more challenging, and ultimately more rewarding than any influencer's perfectly packaged promise could suggest.

The side hustle dream isn't dead, it's just more complex than a social media post can capture. And maybe that's exactly what we should be talking about.

Much Love 💛

-jason