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have you or a friend ever had an idea to start a non-profit?

i have a very serious question for you (if you still have to work for money) – WHY was it going to be non-profit rather than a for-profit business?

i’m really serious, why does it HAVE to be non-profit?

whenever someone comes up with a passionate idea about how they want to give back and make a difference, they always want to make
it non-profit! WHY?

(the hidden assumption/belief is that making money is ‘bad’, that you can’t really help people while you make money.)

did you know there are ways to take ANY non-profit idea and make it for profit, in integrity? (i’m not saying you should, just that you can.)

i’ve been thinking about this a lot since i spoke on a panel at the “Stanford Women In Business” conference yesterday, on the topics of bringing new ideas to the non-profit world.  

i recorded a couple of quick videos afterwards, about how the desire to start a non-profit is a GREAT sign you’re on track with your purpose…but you are probably thinking “non-profit” for the wrong reasons, unless you are already financially free and don’t need to make money.

there’s just as much of a lack of integrity in the non-profit world in as for-profit world.  going non-profit doesn’t give you a free pass to fulfillment or happiness, and in fact can set you back.

in this one i share some thoughts and an example of how you can take your passionate non-profit idea and do it for-profit:

YouTube Preview Image

if you can’t see the video, click here

actually, many non-profits are started out of just as much fear as much out of passion:  a fear of failure, a fear of not knowing how to start a for-profit company, a fear of being rejected if you’re charging money, or being perceived as “it’s bad to make money from doing good”.

YouTube Preview Image

if you can’t see the video, click here.

going non-profit also feels simpler at first.  people – usually unknowingly and unconsciously – avoid the hard work at first of “what is the need, who values the solution, who will pay for it?” and go straight towards “i’ll just ask people for money,” with the false assumption that other people will be excited – even if it takes some work – to give you money.

i’m curious…i’m messing with people’s dreams here.  will people appreciate these, or hate them?  leave a comment below and lemme know…

enjoy 🙂


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The Unique Genius Superheroes Interview Series is about ordinary people who have created businesses they love around their purpose.

Everyone has a purpose (or “calling”), and there are always ways to turn your purpose, any purpose, into a business you love. It’s easier to live your purpose daily when you do it for work!

Today I’m interviewing Johnny B. Truant, a snarky internet entrepreneur with the fun catchphrase of “The Internet Made Awesome”!

Here’s why I wanted to share Johnny with you.  He runs a different kind of internet and coaching business.

What he does doesn’t make sense.  He doesn’t do internet marketing correctly at all, and his search engine stats are terrible. He doesn’t write about the things that make him money. He doesn’t have a big email list, and he doesn’t even contact the list he does have often enough, or in the right way. He has never spent a dime on advertising. He is known to swear too much and never, ever acts “professional.”

And in nine months, Johnny went from literally having never made a cent online to making five figures a month.

Here’s some of what we covered in the interview:

  • why the biggest sin online is to be boring
  • why it’s so hard to get johnny to work after 6pm
  • why when he has a “slow business period” that surprises him, he relaxes instead of working harder
  • why some people online have those “big long sales pages” that scream ‘buy buy buy’…and why he believes it’s not the best way to make money
  • how johnny made his first $1 and how he made his $3000
  • why it’s easier to make money “being yourself”
  • the value of being scared outta his mind

And if that’s not enough, we’ll also talk about why Johnny’s doing “The Badass Project” about physically disadvantaged people who have accomplished ridiculously amazing things (like climbing K2 without legs??!)

Listen To Or Download The Interview

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Click here to download…

More from Johnny B Truant

About Unique Genius

There’s a process to discovering your purpose and turning it into a business. Find out the latest at

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embrace the shit

April 11th, 2011

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in my newsletter recently, when i announced my new unique genius ebook (my best work ever), titled “You Can Make As Much Money As You Want, Doing
What You Love
,” i also mentioned that i’d be re-opening the Unique Genius Superhero Program soon.

i decided to postpone that re-opening indefinitely while i got my life in order in important ways.  that is, i am learning a lot about how i sabotage myself and my happiness in my love relationships.

in fact, about two weeks ago i thought about writing a post called “i’m a mess and exhausted”, or “embrace the shit”, or…

well, you get the idea 🙂

just because you figure out what your dream business is, and then build it, doesn’t mean life is all ponies and roses.

do you move from job to job, but are always dissatisfied?  or relationship to relationship, but none are good enough? perhaps the common theme is you, not them.

whatever challenges you have…don’t run from them – face them. conquer them now so they don’t follow you…and so doing you will find the silver lining / treasure / prize in them that will what powers your happiness and money/work.

it’s not easy.  it can be frickin’ scarey to look in the mirror and take full RESPONSIBILITY for your life and actions…

but it’s worse to live while lying to yourself and blaming other people for your own frustrations.

(yes, i have done and do that too, so i am speaking from experience.)

my great friend richard walker says, “true happiness can’t be achieved without experiencing true sadness and loss.”

you can learn the most from your failures, and feeling sadness creates the opening to feel more gratitude on the other side.

in other words, embrace the shit!

in gratitude,

aaron ross
(aka “air”)


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I have a confession: “Make money doing what you love” and “do what you love and the money will follow” never inspired me.  They just don’t feel quite, I don’t know, expansive enough.  Almost as if it’s “yeah, you can do what you love, and make just enough money to get by.”  Not good enough!

After starting six companies, spending thousands of hours of mentoring and creating, and years of refining my teachings, I’ve finally simplified my vision for what’s possible for you into a simple, easy-to-ready ebook titled “You Can Make As Much Money As You Want, Doing What You Love.” I can unabashedly say it’s the most inspiring piece of work I’ve ever written. It’s an easy read, less than 30 pages, with simple ideas.

Download It For Free

CLICK HERE to download the free ebook (no opt-in is required).

After clicking the link, the ebook should download automatically.  If it doesn’t please leave a comment below on this page and we’ll get it to you.  Please share it with your friends and also leave a comment if something in it inspires you!


Free Unique Genius Training Videos

You can find my free training videos on topics like “Two Life-Changing Questions”, “Starting A Business That Can’t Fail”, “A 7-Step Process To Discover Your Purpose”, and “5 Ways To Make More Money On Purpose” at

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