The world is shifting the 9-5 as we know it. AI is threatening job positions, there are layoffs, recessions are looming, and meanwhile, the price of everything is going up.
We’ve been saying this for years, but your life experience, your passion, and your skills might be your biggest safety net, and your best opportunity for income going forward.
If you’re not profiting from what you love doing and what you already know, then you could be leaving a lot of potential on the table!
We’ve been huge proponents of starting something of your own — something that’s yours and can’t be taken away from you.
This is what we’ve believed since the start of Goats On The Road — wayyyy back in 2012 (yeah we’ve been around for awhile!)
But, it’s especially relevant these days.
The truth is, a lot of what we used to rely on — stable jobs, steady income, predictable growth — feels pretty shaky right now.
But, don’t worry, it’s not all doom and gloom! There’s a way for you to overcome these challenges, which is what I’ll get into in this article.
Most people think they need more credentials to start an online brand. And actually, this is where most people get stuck —spending time on certifications, waiting until they have a bigger following, and taking more courses to learn more about the topic that they already know!
But the truth is:
You’re already sitting on something people would pay to learn — you just don’t realize how valuable it is (yet)!
We’ve helped more than a thousand people start online brands around their passions, skills and experiences, based on what they already know.
Meaning, they didn’t have to spend tons of time adding more to their plate…we simply helped them unpack the gold that was already there.
Your niche. Your amazing idea. Your next move…it’s found inside your skills, your experiences, and your passions.
If you’re thinking about creating something of your own (as a side hustle, or as a full-time gig), and are looking to turn your expertise into profit, this is where to start.
The 3 Buckets: Start With What You Already Have
If you’re unsure about what niche to pick or what kind of business to start, here’s the framework we’ve personally used to come up with our profitable ideas over the years, and it’s what we teach our clients as well.
It’s built on 3 ‘buckets’ that we all have access to — no matter your background, job title, or level of experience.
Note: we go deeper into this and really help you narrow down your idea in our Niche Clarity Program.
Bucket #1: Skills & Knowledge
This is the knowledge you’ve accumulated over the years. Skills you’ve learned through your career, school, certifications, training, self-education…or even just trial and error.
You might not think of it as special, because it comes naturally to you now. But to someone else, it’s exactly what they need help with.
Here are a few examples:
Maybe you’ve…
- Mastered Excel spreadsheets, and you’ve built custom templates that save hours every week.
- Become an expert in designing logos, editing resumes, or organizing digital files.
- Figured out how to run a profitable Airbnb
- Cracked the code on how to grow a YouTube channel.
- Figured out a productive workflow and how to repurpose one video into a week’s worth of content.
- Been (or currently are) a project manager, realtor, professional chef.
- Been certified for teaching, coaching, being a personal trainer, or a yoga instructor.
- Mastered data entry, bookkeeping, or using accounting software like QuickBooks.
- Trained new team members and loved breaking down complex tasks into simple steps.
- Ran internal events, team-building activities, or even organized office potlucks — and people saw you as the “glue.”
All of these skills, all of this knowledge that you have, can all be turned into your own business. It’s just taking what you already do and already know, and deciding that you want to create something of your own.
Here are a few real-life examples from our clients:
- Self-Made Millionaire and Finance Mentor turned personal coach to help beginners invest in the stock market and build wealth
- Certified Yoga and Breathwork Instructor and Personal Trainer coaching women in midlife to find physical, emotional and spiritual harmony in the next chapter of their lives.
- Real Estate Investor and Landlord of 15 years coaching new landlords on getting started and manage their properties with confidence
Other Examples:
- Morgan Overholt was a burned-out graphic designer and quit her 9-5 to freelance full time and turn her design skills into a $100,000 per year business.
- Ali Abdaal was a doctor who had to use productivity hacks just to survive his demanding work. When he realized other people could use his tools in all areas of life, he quit his job to teach it online and now earns over $4 million per year.
- Greg Langstaff was a career advisor and recruiter who quit his job to teach othe people what not to do when going to job interviews. Now he makes relateable and funny videos on tiktok and now runs a multi-6-figure business offering resume reviews, and selling courses and coaching.
Here’s the thing:
What you know how to do — whether it’s from your job, your side hustle, or your own curiosity over the years — can become the foundation of your niche.
What feels obvious, easy, or boring to you, could be life-changing to someone else who’s stuck, confused, or overwhelmed. And they just don’t know where to start.
We see this all the time. People turning everyday skills into businesses — teaching what they already know. You don’t need to learn something new to get started. You just need to learn how to package what you already know in a way that helps others.
Bucket #2: Life Experiences & Your Personal Story
More often than not, the most powerful business ideas don’t come from a job or a degree — they come from what you’ve lived through…your story.
For us personally, there are a few key life experiences that we’ve already turned into profit — and could easily do again.
The biggest one was taking the leap to become entrepreneurs. To be our own boss. We knew we were meant for more and believed there had to be a way to do meaningful work we actually enjoyed.
And that belief is what draws people to our story — because they feel the same way.
We took our lived experience of building up 4 online brands, and turned it into an impactful, profitable coaching business that helps others do the same.
That’s exactly what we teach inside our Creator Kickstarter Coaching Program. Your lived experience can become the business you profit from—just like ours did.
We all have chapters of our story that shaped us (whether good or bad), moments that forced us to grow, adapt, or rebuild. Use those to your advantage and help others who have been in your situation.
Trust me, there are people searching for exactly that kind of guidance.
Here are a few examples:
Maybe you’ve…
- Moved across the world and had to navigate a new culture, language, or legal system from scratch.
- Changed careers multiple times and learned how to reinvent yourself — even when it was scary.
- Gone through burnout and overwhelm (in life or in your business).
- Survived a divorce.
- Been through a trauma and have found hope and healing.
- Had a major identity shift and found your way through.
- Lost a bunch of weight and are happier, healthier and more confident than ever.
- Learned how to manage money after debt.
- Figured out how to co-parent peacefully.
- Learned how to live a fulfilling life with chronic illness.
- Navigated menopause and all the physical, emotional, and identity shifts that came with it — and came out more grounded, confident, and connected to yourself.
- Left a high-demand career to prioritize your mental health, and learned how to rebuild a life with more time for family, peace, purpose, and presence.
- Took a leap into solo travel after a major life change and discovered a deeper sense of confidence, joy, and self-trust.
- Supported a loved one through addiction, illness, or grief and became a steady source of strength in their unstable times.
- Decided to stop people-pleasing, set boundaries, and rewire the way you show up in relationships, work, and your own life
Here are a few real-life examples from our clients:
- Downsizing her home and life for a retirement full of opportunities and coaching women how to do the same.
- Having the trait of an HSP (Highly Sensitive Person) and coaching women on how to navigate that.
- Being a child-free couple by choice and building a community for others like them.
- Being an immigrant in the USA and coaching others to build credit and choose the right credit cards.
- A devout Christian since the age of 7 helping families experience a deeper relationship with the Lord through coaching, reading and memorizing Scripture
Other Examples:
- Lisa Johnson was a single mom in the UK, with £35,000 of debt. She got through it and now sells courses and programs teaching other people how to earn income. She’s now earned over £16 million and has assisted more than 50,000 entrepreneurs.
- Nadine Muller transitioned from a nursing career to becoming a personal fitness trainer, eventually moving into online coaching. By leveraging her experiences and challenges, she built a multimillion-dollar coaching business.
- Kiki Ayers faced homelessness in Los Angeles but utilized her background in entertainment reporting to establish a public relations firm. By sharing her story and experiences, she built a business that generated about $3 million in 2024.
Here’s the thing:
These life experiences aren’t just personal things that happened to you…what if they happened for you?
These times in your life are packed with lessons, frameworks, and real-life tools that other people desperately need. It can become a shortcut, a roadmap, or a spark of hope for someone else.
You don’t need to be perfect or polished, you just need to be honest. Not pretending you have it all figured out, but being a few steps ahead and turning your journey into something that helps someone else.
Having an impact and helping others find solutions to their problems is what building a brand is really about.
3. Passions & Interests
Sometimes, your best idea isn’t the thing people would find on your résumé. It’s not your skills and all the knowledge you’ve accumulated…it’s actually the thing you could talk about for hours without getting bored!
It’s the topic that lights you up when someone asks the right question. It’s something you’re always learning more about — not because you have to, but because you actually want to.
Take Nick for example, and his passion is fly-fishing. It’s something he’s been doing since he was a kid and would spend weekends out on the lake with his Dad and Brother.
Fly fishing is something that he’s always learning more about and perfecting. You’ll find him holed up in his “mancave” tying flies, chatting with other fly-fishermen in his Viber group chat, or down by the river casting his rod!
It’s the interest that he could talk about for hours.
So, he started a fly-fishing brand around his passion in 2020 and grew it to a six-figure business. Now, he makes money creating content while he’s fishing at the river! Definitely living his dream.
Here are some examples:
Maybe you…
- Geek out over matcha rituals and can’t get enough of it.
- Love travel hacking and finding budget travel hacks.
- Are obsessed with meal prepping.
- Love all things to do with makeup and beauty, or styling outfits.
- Are totally interested in biohacking, astrology, or productivity tools — and your friends come to you because you explain it in a way that makes sense.
- Are the go-to person in your group for planning the perfect girls’ trip.
- Are the best at organizing small spaces.
- Are interested in all things craft beer and have learned how to brew and make it yourself.
- Love deep diving into human design and helping friends understand their charts in real life.
- Are obsessed with cozy home vibes — from candle making to perfecting your Sunday reset routine.
These interests and passions are all things that you could turn into something that helps others and makes you money.
Here are a few real-life examples from our clients:
- A couple living in NYC with a love for travel and their city, running a travel planning business and creating curated itineraries and trips to NYC for busy professionals
- A travel-hacking expert helping others plan trips and experience the world while spending less
- A couple obsessed with quick getaways and not wasting any time off, they share the best itineraries for 48 hour quick turn adventures
- A cat lover helping other pet parents with their cat’s health and weight loss
- A lover of holistic strategies and overall wellness helping remote workers escape digital overwhelm and simplify their life
Other Examples:
- Nick (of Goats On The Road) turned his passion for fly fishing into an online brand that helps beginners pick the right gear without breaking the bank. That business earned $8,440 on its 12th month after launching!
- Joshua Weissman was a burned out chef who turned his love of cooking (particularly fermentation) into a multi-million dollar YouTube empire.
- Sandra James was laid off from her £50,000/year job in financial services so she decided to turn her love for cats into a business. She founded The Cat Butler, an exclusive cat-sitting service in the UK. She launched it in 2015 and now it earns about £200,000 annually.
Here’s the thing:
When it comes to passions and interests, you don’t need to be an “expert”, you don’t need to have a degree or a huge following.
You just need to be a few steps ahead of the person you’re helping — and know and care enough about the topic to guide them.
If you love the topic and you’re SO passionate about it, and you’re willing to show up and share what you’ve learned, someone out there will be so glad you did. People are looking for someone real, someone who gets it, and someone who makes it feel possible.
Stop Overthinking and Chose One Thing to Start
You don’t need to be an influencer, good at tech, or into marketing. Most of our clients aren’t. And actually, most of them started without having any idea of what they could share with the world!
Our clients are regular people just like you — aged 24 to 70. They’re travelers, moms, immigrants, couples, retirees, creatives, side-hustlers, and 9-5ers who finally said:
“I’m done wasting time building up someone else’s business. I want to create something that actually has an impact. Something I love doing.”
If you want to go deeper with everything you’ve learned in this article, we’re here to help. The first step is coming up with your perfect niche and idea…one that’s aligned with you. One that gets you excited!
That’s what we help you figure out inside our Niche Clarity Program. You’ll learn how your skills, life experiences and passions matter, and how they can be packaged up and turned into an impactful brand and product that you can sell.
It’s your first step toward building something real — from the life you’ve already lived.
If you’re the type of person who’s ready to take the leap, bet on yourself, and finally build something that reflects who you really are…you’re exactly who our full coaching program was made for. Click here to email us for information on our Creator Kickstarter program.
