How to Go From Struggling Hustle to Legendary Brand
May 21, 2025
To turn this dream into reality, turn your business into a high-value asset.
But here’s what most people don’t realize: building a business that pays you for years and years is more about knowing how to balance the four core assets than it is about creating an innovative product that’s going to shake the world.
These assets are not accounts receivable, investment stocks, property, buildings, inventory, vehicles, copyrights, patents, trademarks, social media analytics, software tools…
These four assets are so core to the life of your business that without them, your business will keel over.
Here they are: People. Time. Knowledge. Money.
How you manage these four assets will have a massive impact on your success as an entrepreneur.
Of the four, people are the greatest value because in a single person you receive the three other assets.
Every successful business solves a problem for people.
Time will not pay you. Knowledge and money won’t buy your products. You are in the business of people.
The number one reason entrepreneurs fail is because they never learned how to manage people...starting with the most difficult person to manage: themselves.
On this journey, you will:
Fight against time.
Strain to gain knowledge.
Hustle to maintain cash flow.
But the greatest challenge (and gift) is you.
How to manage your 4 big assets
When you have to make a decision for your business, use the asset you have most of.
For example, let’s say you are ready to win your first 15 clients using your phone. If you are low on time but have plenty of money, hire an assistant to send the texts for you and set up the meetings.
Always protect the asset you have the least of.
The more money you make, the more you will want to leverage people and software to help you; otherwise, you will run out of time and stunt the growth of your business.
Time is special.
It’s the one asset you never get a refund on.
When I started selling a course, I thought I could do everything myself and still reach eight figures.
Can you achieve seven figures by yourself? If selling a course, yes.
Eight figures? Probably impossible. Within months, my business had me working 12-14 hours a day.
So I had two options: let the business cap at seven figures. Or pay staff to scale it bigger.
I chose to play bigger.
I hired staff to run the daily stuff so I could focus on growing the business which ultimately freed me to grow my business to eight figures.
I built Craftsmen based on these four pillars.
People.
You get Seth.
You get fellow course builders in the monthly roundtable.
You get plugged into a community of men on fire to build financial freedom for their families.
Time.
Craftsmen saves you thousands of hours, showing you how to do it right.
You don’t have to search online, trying to figure out what works and what doesn’t.
You don’t have to worry about missing a step.
You get to learn from my successes and my mistakes.
Knowledge.
I show you literally how to build your passive income machine.
You will get the combined knowledge of myself, entrepreneurs in the roundtable and the community.
Money.
I have trained dozens of students into millionaires.
My mission is not to just teach you how to make a lot of money…
But to help you expand your life beyond your imagination.
And make your investment in Craftsmen 1,000 times worth it.
Asset Grade Framework
I’m going to give you a framework to implement this. This framework is something I’ve worked on and applied and tweaked and re-applied for the last 10 years of my life training over 10,000 entrepreneurs.
From a 1 to a 5, 5 being the greatest, grade each asset based on how much of it you have. Write down your grade for each.
Example 1
You are building your business by yourself
You work a 40-45 hour a week job
You are completely new to building an online business
You have $5,000 saved up for your venture
In this situation, your asset grade might look like this:
People - 1 (It's just you.)
Time - 3 (You can work this 1-3 hours a day plus weekends.)
Knowledge - 1 (You are a newbie.)
Money - 3 (You have $5,000 thousand in capital that can be invested into your business.)
Based on your level of assets, here is what I recommend you do.
Keep your job. If you quit your job, that $5,000 capital is going to run out fast and you won’t have enough to launch a product.
Prioritize consistency in working on your business, leveraging the time you have. This is an asset you have a decent amount of. Be ruthless in spending at least an hour a day plus 12 hours minimum total on the weekends, building your business.
Example 2
Now let's create a different scenario.
You will be doing this with your spouse.
You work 60-70 hours a week.
You have no knowledge or experience in building an online business.
You have saved up $125,000.
In this situation, your asset grade might look more like this:
People - 2 (You and your spouse will be building the business.)
Time - 1 (Practically, you won't have much time to work on your business apart from just a few hours on weekends.)
Knowledge - 1 (You are a newbie in selling online.)
Money - 5 (You have $125,000 in capital.)
Because your asset of money is the highest, you might consider quitting your job and working on your business full time.
Why?
Let’s assume your annual expenses are $60,000 a year.
And because your knowledge is not not only limited but you know you’ll scale way faster with a coach than without one, you set aside $10,000 to invest in yourself.
If you build a course business, your monthly expenses for the first year are around $400, so that’s another $4,800.
This leaves you with $50,200 in the bank, almost a full year of living expenses.
And now you can focus full time on building your business, and not as a one-man show because your spouse is all in.
If you do well, you’ll make way more than what your job pays you and end up wealthier 12 months later.
Blood speaks volumes
Today, a guy in the Craftsmen cohort texted me and said, “Seth, my most important asset is time.”
And I wrote back. “People is your greatest asset. For example, you. Your wife. Your team members.”
And do you know the ultimate reason why? Because Jesus did not die for time, knowledge, or money. He died for people.
Nothing shows the value of humans more than when the greatest Being of the universe gives His life only for humans.
👉 Join the Craftsmen community and learn how to turn your expertise into a course and sell it.