It’s not every day you get to talk to someone who was employee #30 at Facebook, got fired, and went on to build an $80 million-a-year business. But that’s just another Tuesday for my friend, Noah Kagan. For the handful of you who might not know him, Noah is a force of nature in the entrepreneurial world. His journey is one of incredible highs and what some would call devastating lows, like getting fired from Facebook and Mint.com, experiences that could have sidelined anyone.
Instead of letting those moments define him, Noah used them as fuel. He was driven by a desire to never again let one person control his livelihood. That fire led him to create a string of companies, including AppSumo, a powerhouse platform for entrepreneurs that started with a simple PayPal button on Reddit. His path was paved with flops and failures, but each one was a lesson, a rep, another step toward figuring out what works.
What I’ve always admired about Noah is his relentless focus on action. He cuts through the noise and the excuses we all build up in our minds. His latest project, the book Million Dollar Weekend, is the culmination of 15 years of learning, testing, and proving that starting a business is more accessible than we think. It’s about facing down the fear, taking that first step, and realizing you’re ready to start right now.
I’ve been fortunate to work with Noah over the years. A decade ago, back when I was running CreativeLive, he came on to teach a class and even helped us find new customers for a while. It’s been amazing to watch his journey and see the simple, powerful ideas he’s been honing for years come together. His new book, Million Dollar Weekend, crystallizes this philosophy. While I didn’t find my name in his book or his in mine, our paths have crossed for years because we share a core belief: building a business is one of the most creative things a person can do.
Noah’s work is packed with brilliant, no-nonsense concepts that you can apply to your own creative career. Here are a few of my favorites.
1. Now, Not How
This is the core of Noah’s philosophy. We get so stuck on the “how”—how will I build a website, how will I find clients, how will I get funding? We spend months on research and preparation, but all that planning is just a form of procrastination. The real secret is to focus on the “now.” What is one single thing you can do right now to move forward? It’s about taking immediate, small actions to get your first dollar, your first customer, your first proof of concept.
- Take the Dollar Challenge: Your goal is to make one dollar today. Ask a friend to buy your first print, your first poem, or your first hour of consulting. Noah even offers to be your first dollar; you can Venmo request him at Noah Kagan. The point is to prove you can do it.
- Post on Social Media: Right now, post on LinkedIn, Facebook, or your platform of choice. Announce that you’re taking on one client for a special introductory price. A friend of his made her first cookie sales simply by posting on her personal Facebook page.
- Text a Potential Customer: Think of one person who could benefit from your skill. Text them and offer your services. The goal isn’t a guaranteed sale; it’s to start the conversation.
2. Practice Asking with the Coffee Challenge
So much of life, and especially business, comes down to asking for what you want. You have to ask for the sale, ask for the referral, ask for the raise. But we’re often terrified of hearing the word “no.” Noah’s solution is to practice getting rejected in low-stakes situations so it doesn’t sting when it really matters. His famous “Coffee Challenge” is a simple way to build this muscle.
- Ask for 10% Off: The next time you buy a coffee or a tea, simply ask for a 10% discount. That’s it. They might say no, and that’s the point. You experience the rejection, realize it’s not a big deal, and move on.
- Get Comfortable with Discomfort: The goal is to get used to the momentary awkwardness of asking. Each time you do it, the fear shrinks.
- Turn It Into a Skill: As you get better at asking, you’ll realize it’s a language. You’ll start applying it everywhere, from negotiating with clients to getting a better table at a restaurant.
3. Find Existing Demand
One of the biggest mistakes creators and entrepreneurs make is building something in a vacuum and then trying to drum up excitement for it. As Noah says, “Your job is not to create demand for something that seems exciting, to find existing demand and satisfy it.” Instead of screaming into the void, find out what people already want and are willing to pay for. Start with a problem that needs solving, not a solution that needs a problem.
- Look at What Works: What are people already paying you for, even in a small way? What skills do you have that are already valued in the market? Start there. If you’re a copywriter at an agency, your skill is already validated. Your first freelance client is a much smaller leap than starting a dropshipping business for a product you know nothing about.
- Talk to Your Customers: Don’t guess what people want. Talk to them. Ask them what they’re struggling with. Listen for the problems they complain about. Your next business idea is hidden in their answers.
- Pre-sell Your Idea: Before you spend months creating something, ask people to pay for it first. This is the ultimate form of validation. If people are willing to give you money for an idea, you know you’re onto something. If not, you’ve saved yourself a ton of time and can move on to the next idea.
PS – If you’re looking for a guide to help you build the life and career you’ve always wanted, the Seven Levers for Life is a free 7-day email course on just that.
