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Albert Chege, Moi (2026)

21/07/2026

I Don’t Mean To Be The Bearer Of Bad News but…

And this is a disclaimer, is that there are no guarantees. Like every other business model, this model has absolutely zero guarantee on success.

That’s because there are factors that come into play when it comes to achieving success.
And even if you walked this road to the end of it dotting every i and crossing every t, it doesn’t mean that success is going to be on your horizon.

It’s entrepreneurship. And part of the job description of an entrepreneur is that you have to be comfortable with taking risks, discomfort and uncertainty.

Just because it can work doesn’t that mean it will work. Your job, should you choose to accept it and the number one skill you need is figure-out-ability.

You’ll have to constantly find out the business isn’t working and how to make it work. Which is another part of the job description of being an entrepreneur i.e., solving problems.

Entrepreneurship is like math. Just when you think you’ve understood how it works; it throws another curve ball coming your way.

You’re like a fireman running from one wild fire to another trying to put them out while on fire. It’s a struggle and battle of wills. Especially on the days where you have nothing to show for it. And those days may go on for a while.

If you’ve heard the story of Amazon then you’ll know what I mean. Jeff Bezos, ran Amazon for nearly a decade at a loss. Why?

They were reinvesting every single coin they back into the business. And now? The company is worth more than a trillion dollars.

Most people see Jeff Bezos and celebrate him. But few people see the level of sacrifice and discipline that was required on his part to make him into the person he is today.

Unfortunately, we’ve been inundated in a culture that expects the results that same day. And by “we” I also am in that group.

That’s because one thing you realize on this journey is that the results don’t come in as quickly as you’d expect them to.

And it’s when these disappointments continually wash up on the shore of your heart that:

Your character is tested.

Your will is tested.

Your resolve is tested.

It’s a trail by fire.

That’s because every attempt produces feedback. Whether it’s the result you want or not is a different story altogether. Nonetheless it’s an indicator of whether you were able to measure up in that unit of attempt or not.

Unfortunately, we’re often emotionally connected to the outcomes we get. And one of the first lessons you get to learn in this journey is to detach yourself from the outcome. You will learn how to see things as just data.

And that’s what it really is. Data.

There are no feelings involved. And it’s not a reflection of who you are as a person. It just means that your attempt didn’t yield a desired result. So do it better next time.

We’re all looking forward to D-day when you have the results to show that you were on the right path. We want to skip ahead of time and jump to that day but that’s not how it works.

There are days where you’ll have nothing to show for it. In those days what you need to do is to mark a register of attendance.

You just have to show up. Do the reps. And count on the fact that every little bit of effort goes a long way into bringing your dream much closer.

Every piece of content you publish. Every logo you adjust. Every color scheme you keep on changing. You just have to believe that it adds up. That each try is a vote of confidence.

Each attempt is a bet on yourself. And that every effort you make is towards a better future.

20/07/2026

The Only Thing You Need To Start A Business And It’s Not Money

How much does it cost to start a business? Depends. There are a lot of factors that are in play when considering the cost of starting a business. Let me change the answer to the question. Instead of giving a price range, how about a general range of either high or low.

So how much do you think it costs? High.

That’s the right answer at least for most people. That’s because of how we’ve been schooled in business. It’s our thinking that sets this price at that cost. And there’s a reason for that.

It starts with an assumption we make about what we need to start a business. One of these assumptions is that we need capital. And for most people…

Capital = Money

But that couldn’t be further from the truth. Google the word “capital” and you’ll see:

Capital is anything that increases one’s ability to generate value.

Keyword being “anything”.

The problem most of us have is that all our eyes can see is money. And as long as that is what we can see we’re going to be blind to every other capital that we have.

We have put money on a pedestal that we can’t see any other option that’s available to us. And the root of that problem is because of what we define to be capital. It’s the reason why most businesses never take off because there’s no capital i.e., money.

Part of the problem also stems from the fact of how we learnt the requirements of starting a business. That is you need to find a location, furnish the location, get equipment, furnish the place, etc all before you make your first sale.

And that’s a problem. That’s because you’ve already invested whatever amount you have into a business that isn’t validated at all. There’s no proof of concept i.e., you don’t know if your idea is going to work or not. Which highlights one of the functions of money in a business.

Money validates ideas.

The proof of a successful business model is money in the bank. That means that as long as you’ve never received a single penny from your business then it’s a rather expensive hobby if you’ve already put money in it.

You have to understand that aside from the purpose of business being something altruistic for the benefit of mankind. Any organization including you, a self-employed, solopreneur or whatever you’d like to call yourself need resources to achieve said vision. Like we said,

It might not be about the money. But you can’t do it without money.

Where am I getting at with this? Instead of putting money into your idea, how about utilizing whatever resources you have available. For instance, I’m generating value using my laptop, Wi-Fi and a couple of books that I’m reading right now.

I’m yet to invest a single penny into this idea (expert business model). The only investment so far is my time and knowledge. That’s an example of effective resource utilization.

Think about whatever you have around you that can generate value. That includes:

Intellectual capital i.e., What you know? knowledge,skills, experiences, talents, gifts, etc.

Physical capital i.e., What do you own? What assets do you have? What things are available to you that you can use e.g. laptop, phone, tools, equipment, etc…

People as capital i.e., Who do you know? You might not have any of the physical capital but if you know someone who has you can borrow it.

Environmental capital i.e., What is around you? What do you have around you that you can use? An empty room, space, etc?

From this it’s clear how important it is to clarify your definitions. This is the key to opening your eyes to opportunities. By changing how you think you’re able to see resources that you would otherwise be blind to.

Sometimes the key to your next level is to question your assumptions.

You may think you know something only to discover you don’t.

It’s possible to be confident in the wrong thing.

Clarity breeds opportunities.

11/07/2026

One Mistake To Avoid When Starting A Business…

For some reason, some people, obviously not you, think that to start a business, they need to quit their job.

BAD IDEA!

I can’t emphasise this enough. You want to build from a place of safety. And this isn’t my opinion. It’s been scientifically proven. Let me explain.

Abraham Maslow (pictured below), an American psychologist, published a paper in 1943 titled “A Theory of Human Motivation.” In it, he says that our ability to make decisions is influenced by a hierarchy of psychological needs.

It wasn’t until 1954, in another paper, that he outlined the five basic categories of core needs.

These needs form the basis of human behaviour and are arranged in a pyramid, with physiological needs at the bottom.

They include:

Physiological

Safety

Love & Belonging

Esteem

Self-actualization

And there’s a good reason as to why they’re arranged this way. The bottom, i.e., physiological needs, cover the most basic of human needs. That includes food, shelter, clothing, reproduction, health, and rest.

Right next after that, we have safety. And this isn’t just an emotional aspect cover most domains of life. We have financial safety, health, well-being, safety from violence and even theft.

For this post, and not to be too long-winded, we’re only going to cover these two sections. Why? Because these two provide enough sufficiency for what I was just about to say.

At the start of this post, we talked about building from a place of safety. And this means that you need to be at least on the second level of that pyramid before you can build anything, let alone a business.

By now, you’ve probably inferred something that most men are generally subconsciously hardwired to think.

It’s not common to find a man thinking about love & belonging before they’ve secured their physiological and safety needs.

And that gives us a crucial hint about building a business. In Maslow’s hierarchy of needs, you build your way upwards.

That is, it’s only until you’ve taken care of the last two levels that you can think about other things. That means until you’ve taken care of your physiological needs and safety needs, you won’t ascend the pyramid.

Why? That’s because things like Autonomy, Mastery and Purpose start at the Esteem level. You’ll rarely find a man thinking or even talking about purpose before they’ve taken care of these two levels.

Going back to where we started. By now, you probably understand what I mean when I say don’t quit your job. Your job is what ensures that these two levels are secure or in the bag.

Quitting your job means putting yourself in a survival mode. That’s because it threatens your physiological needs.

The last thing you want on your mind is to worry about where your next meal is going to come from, rent, clothing, rest, etc. And if you have to worry about this, then automatically your safety is compromised.

A building doesn’t stand without a foundation.

And your physiological needs are the metaphorical equivalent of that foundation. Safety, e.g. financial safety, comes from having a job pay you long enough to set aside an emergency fund.

Without a job means dipping into your savings. And that’s the last thing you want. Let me explain.

One of the biggest limitations in people’s lives is a lack of liquidity to grab opportunities. Here’s what I mean.

Without savings, you can’t capitalise on opportunities that come your way. And that includes testing out the side hustle idea. Dipping into your savings means risking your financial security.

And without a job, that risk is huge. It’ll automatically begin to affect your safety needs.

It also means you don’t eat well, your well-being begins to suffer, and emotional turmoil, which generally isn’t good for you. Duh!

Moreover, most of the rich people that you and I know started their business as side hustles. They were working somewhere and decided to try out an idea on the side.

It wasn’t until that idea bloomed into a full-blown business that was already paying them that they quit their job.

Which means that the first thing you want to do is to get a job if you don’t have one. That is, take any money you can get to establish a foundation you can build on.

If you're already in a job, I'd recommend staying in that job until whatever you decide to do picks up to a place where it can replace your income, double or even triple it. Then consider leaving it once you’re established or not.

Some people keep their jobs even when they’ve already replaced their income. That’s just a personal preference.

And I understand that the job could be better. Or you could be better. But there’s a reason you want to start as an employee.

That’s it, it allows you to gather enough money, experience, and expertise while working on the job to start a side hustle.

You need to be financially secure to take on financial risk.

That’s the only way to test your business idea without risking your physiological and safety needs.

The goal is to test the waters and see how viable your idea is. And the proof of it isn’t in likes, followers or shares.

The proof of viability in business is money in your pocket. If you aren’t getting paid yet, then you don’t have a business. You have an expensive hobby.

While we’re calling this a “hobby”, you have to treat it with the seriousness of a real business.

How do you know you have a business? When it can run without you. If it can’t run without you, then you’re self-employed.

At that point, you’re now a business owner. According to Robert Kiyosaki's Cashflow quadrant, everyone goes through most of these stages in their work life. They start as:

Employees,

Self-employed,

Business Owner, and

Investor.

He also says that the fastest way for you to get through these levels is via information. And that’s what we’re building here.

PS: In case you haven’t noticed yet, my sharing content online is what it’s all about.

10/07/2026

The hardest battle we face when we try something new or make a change is the battle within. I believe this is where the real struggle is at in our day-to-day lives.

10/07/2026

Why You Should Build An Expert Business…

Ultimately, the goal is satisfaction and fulfilment through impact. We already said that if you want to change your life, then start by changing the lives of others.

A consequence of this is that you’re able to have a positive impact on the lives of those people who read or listen to your stuff.

I strongly believe that one of our roles as entrepreneurs is to use our offers to take our customers from where they are right now to where they want to be.

That’s the reason I’m inviting you to join me and everyone else on this journey. The goal is simple.

To get to where we want to be in every area of our lives, even though we aren’t there yet. And the vehicle we’re going to use to get there is our expertise.

To make it clear. The goal is to use our gifts, talents, knowledge, experience, etc., to build a profitable business that changes the lives of others and gets you paid in the process.

That’s the definition of building an expert business.

Purpose is what gives you the fuel you need to go the distance. Not love. That said, you should love what you do. And by love, I mean be passionate about it. And I believe it’s not so much the day-to-day activities but the purpose itself.

And that is why you are even doing what you do in the first place. That’s because without a strong enough why, you will give up at the first sign of adversity.

A strong sense of purpose is the key to remaining grounded when the wind blows. It’s not a question of “If” but “when”.

Even as the great philosopher said:

“He who has a why to live can bear almost any how. – Friedrich Nietzsche”

And it can’t be money.

Money can be a good motivator, but it is a bad master.

In my own opinion, of which I could be wrong,

The reason why we idolise money is because of an unchecked and unfulfilled desire. It’s seldom about the money but what money can buy.

The reason I insist that it can’t be about the money is because of a lesson I learned. Once you’ve acquired a certain amount of money, you come to realise that it’s not enough.

It won’t give you the satisfaction that you thought it would. Contrary to what you might believe, it won’t fix all of your problems.

In fact, money creates more problems. I’m sure you’ve heard the phrase:

“More Money, More Problems”

But when you have a strong sense of purpose, it gives you fresh energy to wake up every day and do it. That’s when you begin to do what you love daily.

It’ll give you the motivation to learn and geek out on what you love; it won’t feel like work.

It’ll feel like purpose.

And you won’t believe how quickly time goes by because of all the fun you’re going to be having, at least at the beginning. Because the real test is going to come.

That’s because you’ll soon realise that:

Building a business isn’t a sprint; it’s a marathon. That said, don’t get it twisted. It’s not every day that’s going to be roses, sunshine and ice cream sundaes.

There are days that you’ll want to take a day off, give up because you’re not seeing results quickly enough, etc. Just like real life. Not every day in business is going to be a great day.

And this is part of the rules of success. It’s part of the struggle that you go through daily. That’s because:

“Entrepreneurship is a war of the heart.”

It’s in those days, when you feel like you can’t go on, that the consequence of purpose comes in. In the days that you’re looking for a reason to go on…

What you’re actually looking for is satisfaction & fulfilment. And that only comes from being able to influence the lives of other people positively.

When people come to you saying:

"Thank you so much…"

"If it wasn't for you, I wouldn't have been able to do this."

"If it wasn't for you, I couldn't have saved my marriage."

"I couldn't have been able to own the house that I have."

"I couldn't have bought or built my mom or parents a house."

That would be the necessary energy boost that you need to keep going. And more than that, you’re going to be able to influence transgenerational change.

It’s the whole reason we’re in it. A consequence of changing the lives of other people is that it changes their generations after them.

Every positive impact you have on a person has the potential to be transgenerational.

It starts with them. And then it spills over to those around them. And it drastically changes the lives of their children. Their great-grandchildren, and it goes on and on and on.

And this has been proven according to a book popular in the 1900s, i.e., Jukes-Edwards: A Study in Education and Heredity by Albert E. Winship. Let me give you the gist of it.

It was a sociological comparison aimed at contrasting how environment, education and parenting can affect a family’s legacy over multiple generations.

The study highlighted the “Five-generation rule”. That is, the notion that the environment and values a parent offers can impact multiple generations that come after.

They gave the two families that were being contrasted pseudonyms, in New York, i.e., The Jukes & The Edwards Family.

The Jukes family was characterised by a lack of education, poverty and institutionalisation. Following the Five-generation rule, the study documented a high rate of societal failure. That included paupers, convicted criminals, prostitutes and murderers.

On the other hand, the Edwards family traced back to a Puritan preacher, College president, and theologian. Following the Five-generation rule, his descendants included a U.S vice president, three Senators, Governors, Doctors, professors, authors, lawyers, etc.

There are no guarantees here. But like we said in our last post, you can increase your odds of success. And I firmly believe that one of the ways to produce transgenerational impact is through entrepreneurship.

09/07/2026

We grow into our next levels. We don't jump. We earn our way into the next stage. It's not handed to us. Whatever you don't earn, you can't keep.

09/07/2026

Whenever an opportunity drops right on your lap, this is what happens with most of us. It's time we start placing enough value on things that God has given us.

09/07/2026

Two things I've learned and trying to implement in my life right now.

09/07/2026

You Have An Unfair Advantage

I want to make something crystal clear. It doesn't matter where you are in your life right now.

How old or young you are.

You have experienced life in your own unique way. And these experiences have shaped how you perceive things and the world around you.

And that right there is the foundation of every expert business. Your skills, talents, experiences, and knowledge are unique to you and you alone.

No one on earth has lived your life. No one knows the things that you know—your quirks, perks, traits, lessons, knowledge, experience, etc.

All of this works together to create a unique mixture that ultimately shapes the person that you are.

How you speak, the analogies you use, and how you interact with people, all of these things make up your personality's fingerprint.

This is part of what makes you unique. I can't emphasise this enough. That's because you're not trying to be someone else.

You're trying to be you. Only better.

All of these things combined make up what is called:

An Unfair Advantage.

As we said, it doesn't have to be something that you've earned. And by earned, I mean something you've received from the world you were born into.

That is, your unique context of existence. It can also refer to the things that you were born with.

I know a guy with a very unique voice. I don't know the type of voice or what to call it. But its uniqueness is unique to him alone. It would sound really good on the radio or in the media.

But the point is this: as unique as Morgan Freeman's voice is to him, so is your entire life to you.

And it shows up in everything you do.

One of the Expert Business Models (EBM) we have is the Startup EBM. This is where most of us are going to be starting from. Here's what I mean.

Ash Ali & Hasan Kubba, authors of the book:

"Unfair Advantage - How You Already Have What It Takes To Succeed"

Have this to say about StartUps:

"Success in the startup world is not simply awarded to the hardest workers. It is awarded to those who develop and use their Unfair Advantages."

In other words, it's your ability to capitalise on your own uniqueness that helps you succeed. I can see this translating into your Unique Selling Proposition (USP).

What makes Michael Jackson, Kobe Bryant, etc from every other person in their field? While I can't say this is a fact, it's evident in how their personality seeps out in everything they do.

That's what makes them memorable.

While some of the traits that make people unique are inborn, others are acquired. Why is this important?

Ash & Hasan say that it helps to come from a privileged, old-money, Harvard-educated background.

While it doesn't automatically mean that you'll succeed. It does give you–you guessed it, an Unfair Advantage over everyone else.

Does that mean that everyone else is doomed to fail? No. It means that while you didn't choose the family you were born into.

You can increase your odds of success.

An acquired advantage means that:

You have to learn how to create your own unfair advantage if you don't already have one.

That's the key focus of the book "The Unfair Advantage", i.e., you. The Founder. The authors found out that the primary determinant of the success of a StartUp was its founder.

This is regardless of whether you're already running a StartUp or are about to start one.

And when you have nothing to show yet, the burden of success rests on you. The founder. In fact, one Eileen Burbidge, a Venture Capitalist, suggests the same thing.

That is when they meet a Startup in its early stages, there's not much to judge it on. And one of the parameters they use to decide whether or not to invest is the team, i.e., the founders.

That means that:

It starts with you.

Which circles back to your ability to leverage your Unfair Advantage.

You already have what it takes. You just need to use it.

Albert Chege

21/07/2026

20/07/2026

11/07/2026

10/07/2026

10/07/2026

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