Manifesto: Creating Meaningful Work

Here’s what I know for sure:

When you’re about to close your eyes for the last time, you won’t wish you’d spent more time making more money, pleasing people and caring about what others think.

You’ll wish you’d spent more time living your truth, taking more risks, expressing yourself, letting yourself be happier and laughing with the people you love.

Living life with no regrets means having the courage to follow your heart, chase your dreams and pursue the impossible no matter how silly it looks to others.

Finding the work you’re meant to be doing in life is not easy.

It can take years of trial and error… and that scares most people.

Because it means allowing yourself to take risks, try different things, explore your options and go against the grain.

Finding out what makes work meaningful to you will only be revealed when you’ve experienced it first hand.

Often… when you go off the beaten path.

It is rarely found within the confines of “the system”.

It requires courage, grit and resilience. It’s worth finding out.

Those are the exact same ingredients required to build a business.

Your trials and tribulations help you “level up”.

The more you try, the more you learn about yourself, the more perspectives you gain, the wiser you become and the more you grow.

The best way I’ve found to level up in life is by throwing myself into entrepreneurship and seeing myself as a creator.

Because the work of creating something out of nothing is a friggin’ hard thing to do.

Sustaining it for the long term is even harder.

But creators like us willingly choose this path.

We are the “weird ones” that embrace the difficult things in life.

Because, well…

If it’s not hard, is it really worth doing?

To create work that matters, and to produce work that others care enough about to pay for, we need to learn the art of marketing.

Creators embrace modern marketing to attract an audience they believe in serving first. They create a win-win dynamic and get paid as a result of delivering value based on relationships and trust.

This dynamic means you are completely aligned with the needs of your customers — because the people you are serving are also the people who are giving you money for the work you do. They are giving you money because they are getting something they want in return.

This is the formula for financial independence and the best way I’ve found to operate a modern business.

If you’re a creator, a knowledge worker, a business owner and want to serve and lead your audience, then you’re in the right place.


My version of meaningful work is helping service professionals design simple marketing systems that feel authentic, generous and respectful.

As creators, we care about making happy customers.

We do the hard work required to design our business to become a “happy customer factory”.

If you’re not creating happy customers, then what’s the damn point?!

I am in the happy customer business, not the commodity business.

Philosophies & Guiding Principles

Better, not more.

Business is a system that can be designed however you please.

I choose to design my business to become a “happy customer factory”, through communicating with empathy, honesty and transparency and delivering outstanding experiences with high integrity.

I believe in focusing on doing a few things really well and do it right. Companies that claim to be able to do everything actually excel at nothing.

Simple, not complex.

The most useful advice, tools, frameworks are always the most simple. Complexity adds confusion, mess and overwhelm. This is true in every facet of life.

I believe and embrace “less is more”.

I have a love for elegant simplicity.

Quality, not quantity.

I believe in paying attention to the details, and giving careful consideration over everything I do.

I adopt a craftsman mentality because I care about the work I produce.

I believe “how you do something is how you do everything”.

Long term, not short term.

Trends come and go. Hacks, loopholes and shortcuts are temporary. Most people operate in “instant gratification mode”.

Business building is about skills acquisition.

I believe that your ability to grow a business and stay in business for the long haul is a direct correlation of the skillsets you acquire and the level of your personal development.

I believe in executing on timeless principles and focus on honing the fundamentals over time. This means, the stuff that’s not “sexy”… like self awareness, discipline, focus and habits.

I believe in “go slow to go fast”. There is a reason why the tortoise always wins the race.

Calm, not chaos.

I am all about removing complexity, disorder and chaos in life and in business.

Growing a successful business requires strategic thinking and implementation. The best way to do that is to be able to operate as calmly as possible. Because you can’t create great work under constant stress.

I believe in building businesses that can run like well-oiled machines, because I want to go through life with as little stress as possible. Everything I do is aimed toward that vision.

Tiny, not big.

My work is NOT for everyone.

In fact, what I do will only resonate with 1%… people who share the same values and see the world in a similar way.

Those are the people I care about serving. Being tiny allows you to focus on the things that matter to you and your audience.


— Jen