How to get rich without getting lucky (using content creation)

You do not want to become rich.

Fancy cars, expensive watches, and whatever else you dream about will not give you the fulfilment you want. It will most likely become mundane and boring pretty quickly.

You want to build wealth and give yourself more freedom.

But getting rich is a nice catchy tittle to this letter.

I’m going to talk about how people design and build a lifestyle they love through building wealth and without getting “lucky”.

Plus the reality is, if you build wealth, you will also most likely be rich.

But first we need to define what wealth and money actually is, the different types of luck so you don’t need to get “lucky”, and how you can start designing the lifestyle you want to actually build wealth.

It bugs me when people think “getting rich is lucky”, “growing on social media is lucky” or just “being successful is lucky”.

You wouldn’t say to someone that had your dream body / physique that they got lucky. They put in the work, stayed consistent and had a bit of discipline to build it themselves.

Just like building your dream body and putting in that work in the gym. You can build your dream lifestyle without luck.

It is simply lifestyle design and a little bit of consistency. Not luck.

Same thing goes for building wealth.

If you want to generate wealth (freedom in your life), then you need to break the relationship between time and value. Value being the money you’re earning.

Almost all of us start by trading our time for money—working hourly jobs or salaried positions where the more hours we work, the more we earn.

But true wealth is built when you separate your income from your time, meaning you can make money without actively working for every dollar.

Wealthy individuals have mastered the art of creating value which then continues to generate income even when they are not physically present.

They invest in assets that work for them, build businesses that run without their constant involvement, and leverage technology to scale their earnings.

What is Wealth

Wealth is creating things bigger then yourself.

It’s about setting up systems that continue to generate income long after you’ve built them.

My definition of wealth is broad. It’s an asset that gives you a return.

Examples of wealth include:

• A software program that provides value to users when you’re not working.

• A robo-factory that produces goods 24/7

• Money that is being reinvested in businesses and generating returns.

• Digital products that sells automatically without you having to manually fulfill orders

The key to wealth is not just making money, but creating assets that produce money consistently without your active participation.

And by principle you will then most likely earn more a lot more money. If that so happens to be your goal.

Many people chase money without understanding why they want it. The truth is, money itself is not the goal—freedom is.

Here’s why wealth matters:

• You don’t have to wake up at 7 AM and rush to work just to pay the bills.

• You don’t waste your most productive hours grinding away at a job that doesn’t the assets that inspire you.

• You can spend time on what truly matters—family, travel, passion projects, or creative work.

The goal is not to accumulate endless riches just for the sake of it.

Driving a fancy car or owning a massive house is meaningless if you don’t have the autonomy to live on your own terms.

Wealth should serve as a tool to reclaim your time and choices.

Money on the other hand is not wealth.

Money— is simply a tool to transfer value. It represents a form of social credit, a way for society to track contributions and trade value efficiently.

Naval Ravikant framed this idea as thinking of money as an IOU note from society:

• If you do your job well and provide value, society gives you money as a way to acknowledge your contribution.

• You can then exchange that money for goods and services from others who have provided value.

• It’s a system of credits and debits that allows for seamless transactions between individuals and businesses.

However, the system has additional layers—governments print money, inflation reduces its value, and sometimes it is stolen or manipulated.

But at its core, money is simply a way to store and exchange value.

One of the biggest misconceptions about money is that if one person gets rich, another must get poor. This is false.

This took me a long time to wrap my mind around. I may write a letter on this in the future, as the ideas are still settling and forming in my own head.

But wealth is created, not redistributed. The more we innovate, build, and improve, the more wealth exists for everyone.

• If more houses are built, the cost of housing goes down, making it accessible to more people.

• If more businesses create value, economies grow, and more jobs and opportunities emerge.

• If new technologies are invented, they improve productivity and raise the standard of living for all.

The reality is everyone can be rich.

Compare our lives today to those of people 200 years ago.

Back then, no one had cars, electricity, smartphones, or laptops. Over time, human innovation has expanded wealth for everyone.

Imagine if everyone had the knowledge and means to inspire and teach people about their area of expertise and weird quarks or passions.

There’s a reality where brain-rot content that highjacks your brain is so foreign and frowned upon that everyone would be so intersted and excited to learn more about deeper topics on their free time.

Learning about our health, mental health, relationships, and business would mean we all be would be “experts” in our own lifestyle design to live happier, healthier lives.

The mental health epidemics would slow down, productivity would increase, and we would have more wealth to share in our society.

Business and entrepreneurship is not evil.

It’s a shame that these words have a negative connotation now a days.

From the beginning of human civilization, people have exchanged value.

If I have something you want, and you have something I want, we trade.

If we didn’t find the exchange valuable, we wouldn’t engage in it.

This is the foundation of free-markets—a system based on voluntary trade where people exchange goods, services, and ideas for mutual benefit.

Nature itself operates on a system of debits and credits.

Every decision, every trade, every innovation adds to the total wealth of society. The more people participate, the greater the overall abundance.

The truth is, anyone can be wealthy—but it requires education and desire.

If someone doesn’t want to play the game and generate some extra value, they can opt out. But those who choose to participate can create limitless abundance for themselves and others.

Different types of “luck” and how to guarantee your own luck

Many people believe that wealth is purely a matter of luck, but that’s not true.

To become wealthy, you must develop the right skills and mindset.

There are 4 Types of Luck (By Neurologist Dr. James Austin)

1. Blind Luck – Random fortune, completely outside of your control (e.g., winning the lottery)

2. Luck from Motion - “Luck from Hardwork” – The more you hustle, the more opportunities arise. If you’re constantly moving and creating, something is bound to work.

3. Luck from Awareness - “Luck from Recognition” – When you have expertise in a field, you can recognize and seize opportunities that others overlook. You can find and identify “lucky breaks” in your industry.

4. Luck from Uniqueness - “Luck that Finds You” – When you build a strong brand, reputation, or skillset, people will seek you out for opportunities since you are well respected and known. (this is the best but also the hardest)

Most of us feel like blind luck is how people get rich or wealthy. But now that we can dig a little deeper here. We do have quite a few options on how to attract luck into our lives.

I realized that a lot of my life was just spent trying to kick up dust and tap into “Luck from Motion” or just busy work.

This is a good starting point and it helped me improve and learn skills in my photography business and led me to eventually grow.

With enough practice and reps you will eventually reach enough knowledge and skill to tap into “Luck from Awareness”. Meaning you become so tuned in to your domain of mastery that you start seeing new opportunities. While most others are unaware they even exist.

Examples in my life would be opening my own photography studio and sharing the space with other creators and influencers. The next one being when I pivoted from service based work to my own 1 person business online. (more about this later)

But the most important part type of Luck is your “Luck from your own Uniqueness”.

A.K.A. building your own personal brand. And yes everyone is raving about build your own personal brand right, it’s all trendy. But Dr. James Austin wrote and published this in 1978.

A personal brand is just a public reputation you build through consistent good work.

Your own brand is how you let the “Blind Luck” come to you.

For example let’s say you were one of the best videographers in the world and you have a strong personal brand around filming EDM style live music events. And all of a sudden by blind luck David Guetta loses his main videographer and his manager emails you to step in to replace him since he was following you already on Instagram. Now you’re shooting for David Guetta

Is that lucky? maybe.

Did you earn it and put yourself in that position to receive that luck? yes.

This is how you can be deterministic about your own luck.

Blind luck will happen and amazing opportunities are always popping up, but are you in a position to be found and for that blind luck to find you.

So once I created my own Uniqueness. Luck started to find me. Everything started to take off once I got serious about my brand and public skillset.

You can literally replace your income by inbound DM messages on instagram.

That is insane. What a crazy world we live in. Read the letter Be social on social media to learn more about that.

This all brings me to one of the most effective ways to increase your luck.

Creating content on social media.

The 1-person business model is the massive opportunity of our generation.

Our parents had affordable housing and investments, we have the ability to create global and online 1-person businesses.

We are lucky to live in an era where one individual can build a brand, business, and income stream using just a laptop and internet connection.

By creating content and sharing knowledge (or whatever you have been doing or learning the past 6 months to 5 years), you:

• Increase your visibility + attract the right opportunities (luck from motion)

• Stay ahead of industry trends (Luck from awareness)

• Build authority in your niche (Luck from uniqueness)

So of course content is going to increase all opportunities in your life. By Increasing the luck you have control of. Just that alone will completely change your life.

But if we’re going through the trouble of posting a few videos and taking a bit of time out of our day to invest in our brand.

Then we may as well capitalize on all of the opportunities, give some extra value to people, and start creating wealth for ourselves.

The Modern Wealth Blueprint

If you’re going to be posting content, why not do it with deeper and more meaningful purpose? A digital product allows you to generate wealth while providing value to your audience.

Benefits of creating a digital product:

• Learn more skills and strengthen the understanding you have of your interest or topic

• Be perceived as an authority and create a stronger brand for yourself

• Deepen the connection you have with your audience since you’re giving more value to them

• Create an asset that continues to pay you over time

• Align your content with a deeper purpose through a monetization strategy with a digital product

Your Lucky Break is Happening Right Now

Remember the “Luck from Awareness” type: To find and identify “lucky breaks” in your industry. Digitalizing your business and creating digital products is your lucky break.

The fact that you are reading right now, means you already on the outer edge and cusp of expertise in your domain and your own creativity.

If you would like, you can take advantage of this new modern wealth blueprint through your own content creation. By creating a new stream of impactful and meaningful income in the next few months.

Many won’t take action.

Many can’t even upload their first video.

Which is fine, that’s just how it goes. But at least you’re semi aware of the opportunity at stake here.

I see a future where all business in the coming years will offer digital products just like how all business had to stay relevant by getting a website, then getting on google maps, and then getting on instagram.

We are in a golden era for wealth creation, and digital products are the best way to capitalize on it.

You already have valuable skills and insights—why not package them into something that generates both impact and income?

If you want to learn more about digital products and the future of 1-person businesses, check out this video here: The Modern Wealth Blueprint

And if you want hands-on guidance, I’ll be accepting new clients again on March 15th. You can apply now and secure your spot. And this isn’t some fake scarcity I only accept 4 per month as it is a 1:1 service and offer. My time is limited and I make sure I have the time to care for my clients that are in the inner circle.

Good luck. Go post some content.

Thank you for reading,
Ethan