"The work deserves to be seen. I'm the one who carries it there."
The Shift
From attraction to conviction.
"If I have to go to them, my work isn't good enough."
→
"They don't know I exist yet. That's a distribution problem, not a value problem."
"Reaching out is desperate."
→
"Not telling them I can fix their problem is selfish."
"Build it and they'll come."
→
"Build it and carry it to the people who need it."
Jobs
Drove to every magazine editor's office with a Mac prototype in a bag. Cold-called journalists from his garage.
Virgil
DM'd Kanye with unsolicited design work. That DM became Louis Vuitton.
Elon
Emailed NASA cold. No intro, no permission. SpaceX got its first contract because he wouldn't stop showing up.
Rubin
Called Johnny Cash directly. "I think you have something left to say." The comeback album exists because of that call.
Blakely
Walked into Neiman Marcus uninvited, pulled the buyer into the bathroom to demo Spanx. $1B company.
Jebbia
Personally called skaters and gave them free Supreme. Outreach dressed as taste.
The Structure
Two vehicles. Different purposes.
Kyros - jj personally
The equity plays
High-conviction bets. Ownership, equity, or rev share.
- Tend - AI operator for e-comm
- Hola Mija - 14% equity
- Pearled Ivory - equity TBD
- Upper Room - $102K/yr + 35%
- Joel Houston / Hillsong
- Tyson - 60/40 split
- SKYLRK - parked
NEWW - the team runs
Production + services
Cash flow engine. Team executes, jj closes and hands off.
- Mike/NB shoots → Blake + JP
- Zulan/Charlie → Jo + Eddy
- Upper Room delivery → Jo + Karla + JP
- Inbound gigs → Blake + JP
- Social contracts → Karla
The Offers
Two packaged offers.
Brand Sprint
90-Day Brand Build
"I take companies with a product but no presence and give them a market identity in 90 days."
- Week 1-2: Positioning, voice, visual identity
- Week 3-6: Website, socials, content system
- Week 7-12: Launch, campaign, handoff
$25-40K flat. Or equity.
AI Operator (Tend)
E-Commerce Operations
"I install an AI operator that handles the work your $5K/mo hire does. Live in 2 weeks."
- Week 1: Discovery + tool connections
- Week 2-3: Build + supervised run
- Day 14+: Live operator, daily briefings
$5K setup + $2K/mo.
Pipeline
Active opportunities.
| Who | Offer | Type | Value | Status |
|---|
| Hola Mija | Brand growth | Equity 14% | Equity play | Need to reach out |
| Pearled Ivory | Brand growth | Equity TBD | Equity play | Need to reach out |
| Upper Room | YouTube + Cloud | Retainer + Rev Share | $102K/yr + 35% | Mid-April call |
| David (dcatki) | Tend pilot | Venture | $200K ARR | Reconnect |
| Joel / Hillsong | TBD | TBD | TBD | Define |
| WWSH | E-comm + NFC | Consulting | $50-100K | Open |
| Tyson | Telegram | 60/40 | TBD | In works |
| Mike / NB | Photo shoots | NEWW | TBD | Team handles |
| Zulan / Charlie | Creative dir. | NEWW | TBD | Team handles |
30-Day Outreach
3 messages a day. Every day.
The Notice
"Saw your [thing]. [One specific observation]. Respect."
The Share
"This made me think of you" + link/insight. No ask.
The Direct
"You have [problem]. I fix that. Worth a conversation?"
The Physics
Laws that govern everything.
Law 1
Revenue = People x Price x Frequency
Only three levers.
Law 2
Value = Pain Solved
If they won't pay to stop it, it's not painful enough.
Law 3
Market Cap = Revenue x Multiple
Services 1-3x. SaaS 10-20x. Platform 20-50x+.
Law 4
Decouple Revenue from Time
Hours = capped. Software = uncapped.
Law 5
Speed = Distance to Transaction
Fewer steps = faster revenue.
The Filter
"Would I do this for equity?"
Yes = pursue. No = hand off or kill.
This Week
Priorities: April 13-19
- File 2025 taxes - deadline Tuesday April 15.
- Upper Room follow-up - mid-April call. Close $8,500/mo.
- Start outreach habit - 3 messages today.
- Define Hillsong opportunity - what's on the table?
- Hola Mija next step - define scope for 14%.