It works for Google and it can work for you
In October 2020, Google uploaded this video to explain how Google Search works:
“(It) helps billions of people asking trillions of questions in hundreds of languages receive answers in less than one second.”
Let’s sit back and take that in.
Pretty mind-boggling, right?
Even more remarkable, 15% of all Google searches have never been searched before.
“It seems incredibly difficult (bringing results to people in less than half a second) and yet that’s an area that works reliably 24 hours a day, 365 days a year, around the world.”
— Ben Gomes, Former SVP of Google Search
It takes millions of servers to support Google Search. These servers live in data centers around the world.
They don’t come cheap.
This is one reason why Google introduced Google Ads. They help pay for search and keep it accessible to all. This means no paywalls, no subscriptions, and no “you’ve used your last credit.”
Just search that’s free for everyone.
“By not setting out to make money, Google has gone on to become one of the most financially successful companies of all time.
“Even today, it’s in Google’s DNA to find ways to give away value for free and then figure out how to monetise it later.
“They give away maps, browsers, videos, email, a calendar, research tools and much more for free, and then come up with a business model to make it viable.”
— Daniel Priestly, Author of Oversubscribed
Google’s approach to making money boils down to this.
Make a great product. Think about the money later.
You can follow this strategy too.
Here’s how.
A quick note…
You need to be financially secure to play this game.
“Money is exactly like sex. You think of nothing else if you don’t have it, and think of other things if you do.”
— Felix Dennis, Author of How to Get Rich
That’s why I recommend creators get a part-time job. It’ll help pay your bills and you’ll have more time to experiment.
More time to build passive, scalable income streams.
I also recommend having six months of savings in the bank. It’s not “FU” money. This is an emergency fund in case sh*t hits the fan.
Okay, here’s how you can follow Google’s strategy.
Step #1: Build in public
For example, if you read a great book, share your discoveries on YouTube or a podcast.
You can then:
- Transcribe this content on Otter
- Turn the transcript into an article
- Repurpose it for social
Things you share don’t have to be fully formed.
Derek Sivers likes to say “ideas are a multiplier of execution”. A good idea on its own without execution isn’t worth much. A not-so-good idea brought to life is better.
A “brilliant idea and brilliant execution” is the holy grail.
I posted 300+ business ideas on BitClout. They’re in a Google doc I’ve pulled together as a result of writing five ideas a day.
You’re welcome to the ideas too!
Of course, there are nuances, but you’ll learn these along the way.
Just start.
Step #2: Give away your best stuff for free
“If you set up your business like you don’t need the money, people are happier to pay you.
“When someone’s doing something for the money, people can sense it, like they sense a desperate lover.
“When someone’s doing something for love… it triggers this law: We want to give to those who give.”
— Derek Sivers
Curtis Jackson also applies this principle. In Hustle Harder, Hustle Smarter, he writes:
“One of the secrets to getting what you want in life is creating the perception that you don’t need a thing.
“That can be a difficult energy to project — especially when you’re struggling — but committing to that perception will make you more attractive professionally, personally, and even romantically.”
— Curtis Jackson, aka 50 Cent
I’ve tried this approach with my creative projects.
With my newsletter, for example, I send subscribers a link to a Google form. It’s automatically sent after they’ve received three of my weekly emails. The form asks them questions about the emails, such as what they like and how they can be improved.
In return, subscribers get free access to one of my Udemy courses.
I get useful feedback, and they get access to an online course worth £69.99.
Win-win.
Step #3: Let the chips fall as they may
It’s amazing what can happen when you don’t care about the money.
When you try things that excite you.
When you do stuff that’s fun.
It’s a recipe I’ve followed religiously for the last two years. I couldn’t have predicted 90% of the life-changing opportunities that have come my way since:
- Publishing courses on Udemy led to a collaboration with Zero To Mastery. I made an online course with them that now makes me around $500/month.
- I do freelance writing for four clients. Three of them found my articles on Medium.
- Just this week, I partnered with Semrush after one of their managers found my SEO courses.
Most life-changing of all? I met my girlfriend through Medium, and I feel like the luckiest guy in the world!
Let the chips fall as they may.
It’s one of the best decisions you can make.
Takeaways
Most people take, take, take.
But what happens when you give, give, give?
Well, good things can happen.
Make a great product and think about the money later. It’s a strategy that works for Google. It can work for you too.
Here’s a quick summary of how it works:
- Step #1: Build in public — Take the pressure off. Not everything you put out into the world has to be a rockstar. Positive intent is more important.
- Step #2: Give away your best stuff for free — Act like you don’t need the money and watch it flow your way.
- Step #3: Let the chips fall as they may — The best opportunities come from nowhere when you least expect them.