On June 26th 2025, I wrote to my audience about the end of my former project, Culture Crush. Here’s what I said:
Culture Crush has been a wonderful community to lead. Over 2,000 people have joined in the last year, and some of you have become great friends. I’m deeply and profoundly grateful.
Through that network of very real relationships I’ve slowly realised that Culture Crush isn’t aligned deeply enough with how I now feel called to serve others. So despite the numbers, it’s time for something new.
Of course, I have some ideas about what comes next, and I can’t wait to invite you to join me, but I’ll resist any details for now - it just simply isn’t ready to be shared.
Well, a lot has changed in the last three months. The most important thing? Becoming a first time Dad. It’s my greatest joy to introduce you to Sonny Beau:
Somehow I’ve also found the space to explore what people in the Culture Crush community have been asking from me since it started, and it’s rooted in something counterintuitive that’s taken me a long time to learn: our best work isn’t chosen, it’s found.
As I reflected on thousands of hours of conversations, live events, and client partnerships, I noticed a pattern: people often wanted to know how I was building my business in such a human and grounded way, how I built an audience that genuinely felt like a community, and whether I could help them do the same.
It’s how I found The Unremarkable Entrepreneur.
And this journey starts with a thank you to the many great friends who encouraged me to integrate the earlier chapters of my story, who’ve pointed out where they see me come alive, and reminded me not to downplay my gifts (and we all do that, we tend to undervalue the things that come easily to us).
I’m building it for all the unremarkable entrepreneurs out there.
The ones who don’t need to be iconic. Who don’t bend the knee to the algo. Who don’t need to go viral. The slow builders. The meaning-makers. The quiet legacy-shapers.
The ones who believe they can build a life-affirming, wisdom-unleashing, home-sustaining business one unremarkable step at a time.
Here you’ll find articles that make you feel seen and say “hell yes”, practical insights that help you believe and say “yeah, I can do that”, and realism that lifts the pressure so you build in a way that aligns deeply with who you are.
My hope is that you’ll journey with me. But time and energy are in short supply, so if you haven’t got the bandwidth (or this just isn’t your jam), don’t subscribe - I wish you the very best on your onward journey.
For everyone who wants to stick around, thank you. I’m so excited that you’re here.
If anything I’ve written about today resonates, I’d love to hear from you - why not drop me a message?
For now, let me leave you with this encouragement: you are everything you need. There is nothing to add, no external validation you need, and no flaw that’s deep enough to stop you from starting.
Once you do, you’ll start to notice the good things that want to happen to you, through you and for you.
Let’s get started.
Ps. Sonny has been strapped to my chest the entire time I’ve been writing today - how cute is that!