I Spent Seven Years Being Very Good at the Wrong Thing.

Finance. That's where it started.

Seven years in corporate finance and consulting. Australia first, then New York. Big deals & long hours.

I was good at it & learnt a ton. How companies grow, collapse, restructure, evolve & sometimes disappear.

But the life? Zero alignment.

I was building someone else's empire. Helping other people make decisions about capital I'd never see. Grinding for a year-end number that didn't change what I woke up to every morning.

At some point, the gap between where I was and where I wanted to be got too wide to ignore.

While working 80 hour weeks I built my first online business on planes, trains & in cabs & subways.

It became my gateway out.

I went full time into my online business in 2018. A world most people in my network had never heard of and would have called a gamble.

It was.

I started as an affiliate marketer. Promoting other people's products, learning the mechanics of online sales, getting reps in. And it worked. By 2018 and 2019, I was picking up affiliate marketing awards. Numbers that started to compound in a way that felt completely foreign after years of fixed salary thinking.

In late 2019 I launched my first program: high ticket affiliate marketing. Scaled it past a million dollars in sales.

The model was working. So I kept building on top of it.

From 2018 to the end of 2024, I went all in on one thing.

I went deep into the world of selling information, transformation, coaching & consulting online. Mastering how to package expertise into products, programs & services that actually move the needle for people.

I built a business academy around it. Helped coaches, consultants, and online entrepreneurs build real businesses with simple systems. No complexity for the sake of it. Just the stuff that works.

By the time I stepped back to look at what I'd built, it was over $7 million in online revenue, thousands of customers & clients, and a brand that had real weight behind it.

But then something unexpected happened.

I realised I had built myself a very comfortable cage.

The brand had become my entire identity. I'd become the guy who posts every day, replies to every DM, feeds the content machine, because the content machine was the engine. Stop feeding it, the revenue slows. It's a model that works. But it's also a trap you don't notice until you're in it.

My second son was about to arrive. And I found myself sitting with something I hadn't fully named before.

I was the sole provider. Everything ran through me. If I stopped, it stopped. And now there were two boys depending on that — and on me showing up for them fully, not just financially.

The tension I'd been managing quietly for years suddenly had weight I couldn't ignore.

I wanted income that didn't require me to be chained to a phone. I wanted investments that compounded while I was at the park with my kids. I wanted to call on the finance years — the deal experience, the capital thinking — that had been sitting dormant while I ran a content-first business.

I'm JC. Father of two boys. Former finance guy turned entrepreneur.

I run a portfolio of connected businesses and investments.

And through the journal on this site & my YouTube Channel I'm sharing the journey. The good, the bad, the ugly & everything in between.

If that's interesting to you, enter your email below & follow along for the ride.