Over the last ten years, I’ve built (and lost) businesses, learned how to market products, led teams, and figured out how to build online systems that actually work.

My first company was a handmade jewelry brand that grew to over 15 employees. We did well for years, but I made some bad decisions, and when COVID hit, it all fell apart. The business went bankrupt. That was tough, but I also learned a lot.

After that, I joined a digital product business with two friends. Just three of us, no team. We built it up to over a million per year in revenue. I handled marketing, strategy, systems or whatever needed doing. It was lean, profitable, and exciting for a while. But after a few years, we started to burn out.

We lost some of the energy that made it fun in the first place, and we eventually sold the business.

At the end of 2024, I finally had a window to build something for myself.

Around that same time, I became a dad. Our first child was still under two, and another baby was on the way.

Suddenly, I had to face the real limits of my time.

I couldn’t keep chasing ideas or working until midnight every night. I needed a new kind of business. One I could run mostly solo, built around systems, not stress.

That’s why I started the Solo Creator System.

I’ve spent the last year testing gear, building automations, setting up Airtable dashboards, and learning how to use AI to speed up the work of running a content-based business. Everything I make, I use myself. Everything I learn, I share.

I’m not trying to build a big team. I want to stay solo creator as long as I can.

If it makes sense, my spouse will probably be the first person I bring in. She’s great at organizing things I’m not: accounting, budgeting, and all the details I avoid.

What you’ll find here is the result of all of this. The lessons, the systems, the shortcuts I’ve built to make content and grow a business without burning out. This isn’t a playbook or a shortcut to success. It’s a space where I document what works, test new tools, and try to build something meaningful.

If you’re trying to build a personal brand while raising a family, managing your time, or starting over from something that didn’t go the way you hoped, you’re not alone.

This is the work I’m doing now. I’m building it in public.

You’re welcome to follow along.