With that in mind, I’m making a change: I’m moving from weekly to one post at the end of each month. Less filler, more juice. I’d rather give you a meaningful recap with real lessons than force an update when there isn’t much to say. So this is a quick Monday note, and then I’ll switch to end-of-month recaps.

Business update (August)

August was good. I brought in ~100k NOK with the consulting business, delivered solid results, and I’m heading into autumn with a clear plan. Focused.

The hard decision

On the side of my consulting business, I’ve been helping a developer friend with an AI startup — supporting product, booking meetings, and we even landed paying customers. Someone from a VC firm (through my network) asked what I was working on when I bumped into him in the office building; I mentioned the startup. A few days later, we had a meeting with them and were invited into a cohort with a likely investment (only 3-5% of 160k applicants are accepted...) We had three days to decide. On the last day, we both signed.

The very next morning my gut was loud and clear: this isn’t right.

I talked to my friend and told him I needed to focus on my thing; he should keep going if he wanted — he’s the real founder anyway, he built it. We agreed. Then I called the VC and withdrew. They understood.

The relief I felt right after told me everything. I’ve made the mistake of taking on too much before. Not again. I want my freedom (no VC´s breathing down my neck) and the focus to build something excellent — not two things half-baked.

There’s a butterfly-effect element to choices like this: small decisions now can send your life in completely different directions years later. We’re bad at thinking long-term; this time I chose long-term focus over short-term excitement.

What this means

• I keep my focus on "my new consulting business"

• Curiosity is great, but capacity is finite.

• Depth over width. Fewer things, done extremely well.

Thanks for reading — and for holding me accountable. See you in the end-of-September recap.

It’s not about some stupid rule — it’s about keeping a promise to myself. When I say I’ll show up every monday and then don’t, I feel it. But here we are - better late than never. This is the post I wanted to share on monday:

I want to share a concept I keep thinking about and reflect on about my own journey.

A guy on a podcast interviewed a lot of successful entrepreneurs and found a common thread: most of them spent years pivoting before they found the right mix of (1) what they’re good at, (2) what they love doing, and (3) what truly serves people. They didn’t “just know.” They tried things, realized some weren’t 100% it, stayed optimistic, worked on themselves, and pivoted without losing faith.

People often mistake pivoting for giving up. Take me as an example: I spent 2.5 years building a tech company — and left it. Before that, I built a marketing agency to healthy profits — and shut it down. From the outside, it can look like quitting. For me, those were stepping stones toward my true ikigai.

Ikigai (Japanese): your “reason for being” — the intersection of what you love, what you’re good at, what the world needs, and what you can be paid for.

When you finally get close to that calling, I think the strategy changes: go long. Give it years. Obsess over becoming excellent. Invest most of your time in the craft so clients/customers get the absolute best of you. I think there is something beautiful in doing something for many many years. The best of the best have done the same thing for decades.

And while you’re at it, do fewer things — better. Limit the number of moving parts and make every detail you keep perfect. Depth over width. Clarity over complexity. I genuinely believe great things happen from that posture.

That’s the thought for today. I’ll see you on Monday — on time.

From the summer of 2022 to the end of 2024, I spent two and a half years building a tech company. I joined because I thought being a tech founder was the thing. “I’m going to be a tech billionaire and finally feel like I’m enough.” Before that, I’d already built a marketing agency to €35k/month, an e-com brand to €100k months, and an e-learning academy to €100k in its first four months. But I still didn’t feel like I was enough. I’d forgotten why I started. I was out of alignment. I felt lost.

So the startup became my supposed way out of that feeling. At first it was exciting. Then the next two years became the most unaligned I’ve ever felt. Don’t get me wrong—I learned a lot. I did a lot. I had a great business partner. We built things, partnered with Wolt, GANT and Follestad, raised capital from real investors, and I learned how to design SaaS and much more. But not one single day in those two years did I feel truly aligned or happy. I disappeared from social media, grew a beard for the first time, and if I’m honest… I was kind of miserable.

Fast-forward to autumn 2024. My dad asked me, out of nowhere: “Are you okay? You kind of look a bit depressed.” Depressed was a word I never expected to hear in our house—especially not about me. I’ve never considered myself depressed. I’m usually the high-energy one who can’t sit still, generally happy and optimistic. But it hit me. I needed to do something else.

I left in December 2024 and moved back home. Imagine going from renting an apartment at Tjuvholmen at 21, making €25–30k profit per month, to having no salary, no income—just some savings (invested, which I didn’t want to touch and ruin compound interest). It wasn’t a great feeling. But I was genuinely grateful to have a bed at home. I was relieved—but still lost. I didn’t know what was next.

The next six months were a search for meaning, with a lot of traveling. I went to Dubai and felt that spark again. This time, much wiser, I sat with the feeling instead of reacting immediately. Eventually I started again—this time helping people sell their knowledge. Thanks to my experience, I signed three clients quickly and made some money. That’s when I started these newsletters (you can scroll back and read). A few months later, I realized it still wasn’t quite right.

Summer came. I stayed with friends in Oslo for two months, and I got clear on what I do want to do—the thing I’m doing now. I became social again (honestly, from 2022 to 2025 I wasn’t social at all). I felt happy again. As my business idea took shape, that feeling of alignment came back.

Now I have my own apartment again. Profits are close to €10k/month. And I want to work. I love what I’m doing, who I’m working with, and where I’m headed. And my clients are getting great results from my work. And on top of this, I’m in the best shape of my life! I have so much energy and wake up at 6 because I want to. And my apartment has a little garden and very close to nature, which I love:

I get a bit emotional thinking back to how my life was only a few months ago, and how shitty I felt for the last 2.5 years. But past is past!

All this to say: fight. Fight with yourself. Be kind to yourself. If you keep going and try to figure “life” out, the answers show up. I’m grateful you’re here reading this. I feel less alone on my journey because you’re part of it, and I want you to feel what I’m feeling now.

At the beginning of these newsletters, I told you I would document the journey back to €25k/month profit. It’s not about the number. It’s about getting back to that level I was at—but this time with alignment. And look - I’m almost half way there already. And trust me, I will get there soon.

I’m doing this for me, to feel less alone. But more importantly, I’m doing it for you—so you’re inspired to take action toward your goals and your dreams.

Tomorrow I’m going for a run with one of my clients at 7 in the morning. Life is good!

See you next Monday,
Morten

And it honestly feels like I’m repeating what I did back in 2021.

Same milestone. Same excitement. But with a very different head on my shoulders this time.

Flashback to 2021

Back in 2021, I had been running my marketing agency for about a year and a half.

I was making around 100k NOK a month, had some cash saved up, and decided to leave my hometown Sandnes to move into my first Oslo apartment — at Tjuvholmen.

At the time, I was actually a client in Iman Gadzhi’s program. He interviewed me after I had some success, and I’ll never forget what he told me:

“Move out. Get your own place. Your business will 3x in a few months. Putting your back against the wall changes you.”

He was right. You can watch the interview here.

Within three months, I went from 60–100k to 350k NOK a month. It was a wild feeling.

And I remember just being proud — of the business, of the apartment, of finally taking that step.

That move changed me. It gave me a sense of responsibility and ownership that I hadn’t felt before. Coming from a very secure home - it felt good to finally take care of myself!

Fast Forward to Now

Now, here we are.

I’m building a new business again — and I’m currently in that same 60–100k/month range.

And just like in 2021, I’ve moved into my own place.

But this time, it’s different.
I’m not just a young guy on cloud 9.
I’m doing it with way more experience, clarity, and perspective.

This apartment is calmer, quieter.
I’ve got my own terrace, a little patch of grass — and I can already see it becoming my little sanctuary.

A place where I can recharge, focus, and build.

And here’s a funny detail: when I first walked in, it smelled exactly like my Tjuvholmen apartment did back in 2021.

That smell triggered a flood of memories from a time that was so exciting and pivotal in my life.
It felt like a full-circle moment.

💭 Reflection: No One’s Journey Is Wrong

If I’d wanted to, I could have kept scaling my old agency.
Stayed in Tjuvholmen.
Skipped the battle of the past few years.

But honestly, I wouldn’t trade the path I took.

Because while the last few years have been tough — especially mentally — they’ve shaped me in ways I never expected.

Here’s what I’ve realized:

When life pushes you through battles, heres what happens.

• You become bitter and angry, frustrated at the world. Maybe you stay here for a while...

• Then with some reflection you become calmer, more focused, more compassionate — because you realize everyone is carrying something heavy.

And I can say with full honesty that I feel like a much clearer, more grounded version of myself today.

What’s Next

It’s August.
The summer has been fun.
But now it’s time to lock in.

Routines. Habits. Focus.

I feel like I’m back at square one in some ways — but in reality, I’m standing on years of lessons, wins, losses, and growth. And now it’s time to build again — with the right foundation this time.

Branding.

Specifically, I’ve been working on new logos, colors, and websites for both:

• Gilje Group AS (my holding company)

• Gilje & Co (my consulting business - part of Gilje Group)

That’s the beauty of running your own thing — sometimes you get to just sit on your computer and make things look and feel the way you want. At least I enjoy it.

I had a great conversation with Henrik (my former co-founder from Vivvoe) last week. We reminisced about the good old days and talked about how much branding matters — not just for the world, but for YOU - the founder.

When your brand feels good, something inside clicks.
You’re more confident. More energized. More proud.

And being proud is underrated.

I see many business gurus say:

“Forget the logo. Forget the website. Focus on sales. Don’t major in minor things.”

And I agree…
But when it comes to your own brand, make it something you love. Something you want to share. Spend some time on it. You then use this proud feeling and take it with you into meetings and the work you do - and trust me, people can tell when you are passionate about something.

When we rebranded Vivvoe — new logo, unique colors, clean website — it gave us momentum.
We felt like a real brand. We showed it to everyone. And things started growing fast.

I went through my old photos and found a few nice ones from the early Vivvoe days:

So now, I’m doing the same for my new business. And with that I also want to relaunch myself.

I want to build a recognizable brand for my business, but also start being more active with my own personal brand.

I know the positive effect of this...

While I was building my marketing agency Funnel Media back in 19´, 20´& 21´ - I was very active on social media on both my personal accounts and business accounts. And this lead to opportunities I would never get unless I posted valuable content.

One that attracts the right people.
One I’m proud to share.

But I would not do this if I was not proud of what I was building - and the easiest way to get this feeling, is by seing something visually - so yes, you brand is IMPORTANT.

I’ll be back next week to show you the new branding and websites before I start sharing it more publicly. Because if you’re reading this, you’re an OG and you deserve to see it first 😉

Quick reminder for you

If you’ve been sitting on a side project, an offer, a business idea — maybe the best thing you can do this week is just make it feel real.

Play with the visuals. Make the landing page. Choose colors that hit.

I build all my websites on Lovable (you just explain what you want, upload examples of things you like - and the AI does the coding for you. Also easy to host with your own domain). Try it!

And for logos, brand colors and styling - I just use Canva pro plan.

It’s not about perfection. It’s about ownership.

And before I go - this week:

• Do at least 1 nice thing for someone else this week

• And 3 nice things for yourself ❤

Talk next Monday,
– Morten

This first part might not be super interesting to everyone, but personally, I’ve always found company structure really fun. I love seeing how other people organize their businesses behind the scenes and I believe it helps you understand how and why I do what I do — so let me show you how I do it:

My Company Structure

I run everything under Gilje Group AS (previously called Gilje Ventures AS).
This company used to own:

• My marketing agency from a few years ago (Funnel Media AS)

• My shares in past ecom stores (ex. Vivvoe AS)

• Netthandelakademiet AS (our ecom academy)

• Some early-stage angel investments

So basically — it's been my holding company since 2020.

Now, it still owns shares in a few angel investments + it functions as my operating company.

Under Gilje Group, I’m now running my new business called Gilje & Co — but this is not its own AS. It’s just a business name owned and operated by Gilje Group AS.

I asked my accountant about setting up a separate AS for Gilje & Co, and he said there’s no point since I want to own it 100% anyway. It would just mean more accounting time and extra expenses.

Here’s the simple structure:

Gilje Group AS
↳ owns shares in angel investments + any future companies I co-found with people.
↳ operates Gilje & Co (my Right Hand Operator business)

Everything runs through Gilje Group AS, and that’s where I pay myself from.

Business Update

As you know, I currently work closely with 2 amazing clients as a Right Hand Operator.

For Client A:
We’re building a brand-new internal structure across both of his companies.
Lots of time spent in Notion, setting up dashboards, SOPs, and systems — basically laying a solid foundation for growth.

For Client B:
We’re focused on sales — leadership coaching, to be specific.
Last week, we closed 2 deals at 30k NOK each (incl. VAT), totaling 60k in gross revenue (48k excl. VAT).
The goal moving forward: 2 deals per week, bringing in around 200k/month for him.

That means my invoice for him becomes:
30k retainer + commission — likely totaling close to 50k/month.

And with my other client launching his sales-focused offers next month, I believe I’ll reach the same level there too. He sells workshops within finance. High ticket. And my commissions here are slightly higher.

Which leads to this:

Within just 2–3 months, my business, Gilje & Co, is on track to make 100k NOK/month
💰 With a 95%+ profit margin
🤝 With just 2 clients I love working with
🎤 (One of them I even went bar-hopping and did karaoke with last Friday 🤣)

Of course, I have goals beyond 100k/month. But there’s no rush.
I have a clear path forward — and I’m doing it in a way that’s simple, scalable, and fun.

And honestly… I’ve got my f*ing freedom back.
I’m running my own thing again — on my terms — and I haven’t felt this aligned and excited in a long time.

Funny enough, if you watch this YouTube video from earlier this year, you’ll see me in a totally different headspace — not really knowing what to do next.

But here we are.
Things really do work out when you stay positive, keep experimenting, and trust yourself.

Maybe it’s time to film an update with everything that’s happened since? 🙂
Let me know if that’s something you’d want to see.

A Taste for Life

Last week, I spent some time in the sun with friends — we went to Sørenga to watch the sunset.
There were people dancing, music playing, great energy all around.

And when I came home that night, I had this thought:

When you experience those alive moments — the sun, the laughter, the energy —
it gives you a sweet taste of life.

You suddenly want more of it.
It’s like a deep reminder of why we do the things we do in the first place.

So if you’ve been grinding lately…
Take a walk. Go see friends. Watch the sunset.
Let life give you some fuel again.

As we say in Norway:
"Det gir mersmak på livet."
(It makes you crave more of life.)

That’s it for this week.
See you next Monday!
— Morten

Why be an entrepreneur at all?

Is it to make a lot of money?
To create something no one’s ever seen before?
To become known for what you built and get power, recognition, and prestige?

A lot of people believe this is what entrepreneurship is all about.
And honestly — I get it.
Building the next Apple or Tesla is cool. It’s sexy. It’s the dream, right?

But there’s another side to entrepreneurship.
A side that doesn’t get the same spotlight.

The Lifestyle Business Path

To me, entrepreneurship can also be about these 3 things:

1. Serving people – using your unique personality, skills, and creativity to help others

2. Freedom – having the ability to actually live life outside of work (travel, eat well, rest, explore)

3. Connection – building genuine relationships with the people you serve and the people you meet along the way

Some call this a lifestyle business.
And I like that term — because you’re optimizing for life, not prestige.

Now don’t get me wrong:
Building a huge tech company or becoming a retail giant is dope AF.
But I think it’s important to be brutally honest with yourself first:

What do you actually want from life?
Before you start sprinting, ask yourself where the finish line really is (and if there needs to be one at all...)

My Personal Path (So Far)

I don’t have all the answers — not even close.
And I probably don’t fully know myself yet either. But I’m working on it.

What I have done is tried a lot of business models.
If you want the full story, I talk more about that in this video and on my website.

And now, at 25, I feel like I’m finally getting closer to knowing what I want.

I want to build a business that’s centered around:

• Serving

• Freedom

• Connection

Because those are the things that actually make me feel alive.
I love helping people getting closer to their goals - it makes me happy.
I don’t want someone telling me when, where, or how to work.
I want to travel when I want, eat what I want, and do work that matters — with people I actually like.
And I want to have real conversations and real relationships, not just surface-level status games.

Being a Right Hand Operator lets me live this way.
And I’m more excited than ever to keep building on this model.
Maybe one day I’ll scale it beyond myself (more on that later).
But my promise to myself is this:
I’ll never sacrifice those 3 things just to “look successful.”

Final Thought

I also love to experiment, build side projects, and invest in startups with big dreams.
But at the core of everything I do is this one filter:

👉 Does this help me truly live life before I die? Or am I just chasing prestige?

That’s the reflection for today.
Hope it gave you something to think about too.

See you next Monday.
— Morten

I’m more and more in love with the business I’m building.

Every week that goes by, I’m seeing how much value I’m able to bring to my clients — and it feels good to be in a place where the work actually matters.

This past week was all about delivering:

• One of my clients got a bunch of booked meetings for his offer — we’ve been dialing in the messaging and funnel, and it’s working.

• For the other client, I’ve been deep in Notion, building out an entirely new internal system to organize and centralize his business operations.

And honestly? This is one of the best parts of being a Right Hand Operator —
I get to work on a variety of things I enjoy, from growth to systems to strategy.
No two days are the same.

I promise to share more about this with you in the future (about the business model) - but just know that I am stress testing it and so far loving it. I will put up a page for my business very soon, so you can see what I do in a more visual way. But if you are VERY curious about this Right Hand Operator "business model" - let me know 🙂

At the same time, I’ve also started working on the internal structure for my own business, my investments, and just life in general. Trying to set things up in a way that’s simple, clear, and scalable.

📍Are You in Oslo? Let’s Talk Business

If you’re in Oslo right now and feel like meeting up to talk business,
DM me on Instagram or reply to this email.

Always down to meet like-minded people — whether you’re building something, thinking about starting, or just want to talk ideas.

That’s it for now. Keeping it short this week — but feeling clear, aligned, and excited.

See you next Monday 👊
— Morten

6-Month Recap

December last year, I made a big move:
I left my previous company, BOtag Technology, and stepped into the unknown.

Since then, the past 6 months have been all about figuring out what’s next.

Here’s the journey so far:

January: I explored the idea of starting an AI agency — helping businesses implement AI tools and automations. But I quickly realized:

If I’m going to build something in AI, I don’t want to just implement tools — I want to build them. Agents, systems, assets.

And for that, I’d need a technical co-founder. So I put that idea on pause.

February-March: I went to Dubai and landed on a new idea: helping experts sell their knowledge online. If you read my very first newsletter, that was the business I launched while I was out there.

I got clients. I made money. But after a few months, I realized it wasn’t what I wanted to do long-term.

➡ Now: I’ve pivoted. And this time, it feels right.

I’m building a consulting company, but not the traditional kind.

What I saw was this:

There are a lot of solo founders out there — great at what they do, ambitious, but overwhelmed. They don’t have the time or skills to handle everything. And they don’t want to hire full-time.

What they need isn’t advice — they need a Right Hand Operator.

That’s where I come in.

I don’t just give strategy. I do the work.

I focus on my core strengths — marketing and sales — but also step in with company structure, operations, and proactive thinking.

I tested the idea with two founders I’d already worked with. They both said yes.
Here’s how it looks:

• Each client pays me 30,000 NOK/month (ex. VAT)

• I also get commission on sales

• The value I bring more than pays for itself: one closed deal covers their monthly retainer

• I’m embedded in their business — thinking, building, and executing alongside them

Last week, I signed the second deal. Now I’m invoicing 60,000 NOK/month, with expected commission putting me closer to 100k/month by September.

This is a true lifestyle business:
I work with cool people, I have a ton of freedom, and I actually make a difference.

Plus — I still have time to build a side project with a technical co-founder. A long-term asset that I can sell one day.

Cashflow + equity-building = the perfect combo for me, my ambitions and personality.

What I'm Building: A Consulting Company With an Army of Right Hand Operators

This idea doesn’t stop with me.

Long-term, I plan to train more Right Hand Operators and match them with founders.
I know tons of business owners who could use this kind of support — and I’m good at spotting talent.

So, if you're someone who wants to run your own little business, work with great people, and make good money with real freedom — reach out. I’ll show you how I’m doing it.

Or if you're a founder or business owner and you want a right-hand partner (but don’t want to give away shares, hire full-time, or pay employer taxes), let me know.

You get a doer. A partner. Someone to grow your business with you — without the overhead.

That’s what I’m building:

A lean, modern consulting company powered by Right Hand Operators.

I’ve got a ton of exciting ideas I’ll share in future newsletters — but just know this:

👉 I’m finally excited again.
👉 I feel like I did when I first built my marketing agency.
👉 And I’m ready to build something big, long-term.

Last week I was on a family vacation — now I’m back in Oslo, feeling recharged and ready to work.

Let’s go.
Talk next Monday!
— Morten

From now on, I’ll be posting my weekly check-ins on Mondays instead of Sundays.
Two reasons for that:

1. A full week deserves a full recap — and Sunday is still part of the week. Waiting until Monday gives me space to reflect on the entire week, not just most of it.

2. Sundays are often sacred — I might be spending the day outside, with friends or family, or just totally off my computer. Writing on Monday feels more aligned with how I work and live — I’m already in front of the computer, and starting the week by recapping the last one is actually a great habit.

So Monday it is.

Realization of the Week: Friends Make Life Richer

The past three weeks I’ve been staying in a shared apartment ("kollektiv") with some friends in Oslo. It’s temporary — just for the summer — before I move into my own place in August.

But here’s the thing: I haven’t been this social in years.

Seriously. Not since high school, which I finished 6 years ago.

And the realization hit me hard:
Being social is actually really important to me.

I consider myself a social person. I get energy from people, from sharing conversations, working out together, laughing, cooking together, doing spontaneous stuff. But I also love solitude and structure — and I’ve probably leaned too hard into that the past few years.

For the last 3 years, I’ve mostly been isolated — working solo or with one other person, day in and day out. And while that has its perks, it also dulls life a bit (or a lot).

Now, being around good friends every day has kind of shocked my system in the best way. Seriously, I think my whole body / system or whatever we should call it got "shocked".

So I’ve decided: I’m going to prioritize this part of life more.
Not just building my dream business — but doing it in a way that creates space for friends, family, experiences, and memories. Because in the end, that’s life to me.

No prestige chasing. Just a business that supports the life I actually want to live.

Business Update: It’s All Coming Together

The consulting company is becoming more and more clear — I’d love to spill all the ideas and plans here…

But right now I’m writing this from Mallorca, on a family holiday.
The ocean (ref the image on top) is calling, and I promised myself to unplug a bit this week.

So I’ll save the deep dive for later 😉

But a fun thing that happened this week was one of my clients events. It was an investor event with over 50 investors, 5-7 billionaires (in NOK) were there and 3 startups pitching their companies (all raised money). I helped organize a few things for my client and got to meet many cool people - which is one of the perks of being a "right hand consultant" to cool people. And my other client is probably going to close 2-3 clients this week. So things are moving! As I said, more on this later ;)

That’s it for this week. See you next Monday!

This week has mostly been about locking in and defining what my new Right Hand Consulting role will actually look like for my clients - planting the roots for a beautiful tree to grow!

I’ve officially started with one of the two clients. The second deal should be finalized next week. But the model is becoming clearer:

• It’s primarily focused on growth — the retainer they pay is really an investment that should give them a clear ROI.

• Beyond just growth, I also step in as their "right hand" — helping with strategy, sparring, problem solving, and taking tasks off their plate when needed.

This allows me to stay very hands-on, close to the business, and make sure they’re moving forward — while also being flexible enough to adapt to whatever challenges or opportunities show up.

Client Wins This Week

• My client (the leadership coach) is starting to get leads and bookings — and the ads we’ve set up are bringing in very cheap leads, which is great to see.

• One closed deal will cover the full retainer he pays me, so the upside is building nicely. Our goal is for him to close 3 a month.

• This is actually the first time I’ve been running paid ads again since my ecom days back in 2021/2022 — so I’m a little bit proud that we’re getting strong results right out of the gate. The media buyer muscle still works 😄

• For my second client (the one I’ll lock in officially next week), we sold a workshop this week for 100,000 NOK. I get a nice cut from that one, and it’s a great early win as we’re stepping into the new partnership.

Personal Update: Moving Back to Oslo

A little bit of personal news too:
I’ve now found an apartment in Oslo and will be moving back in August.

I’m currently staying with some friends in Oslo. Working from my clients office, working out in the sun and enjoying life!

I’m honestly looking forward to locking in again with good routines, a stable base, and just fully focusing on my goals for the rest of the year. After months of moving around, it’ll feel good to settle for a bit and put my head down.

Last time I moved to Oslo I took my business from 50k NOK a month to over 300k NOK a month. Goal is to repeat that - by e.o.y.

That’s it for this week — small steps forward, and more pieces falling into place.

See you next Sunday 👊
— Morten

After a lot of thinking, I’ve decided to transform my business into a consulting company — but not in the traditional sense.

Over the past 5 years as a full-time founder, I’ve built up a pretty wide and deep range of skills. And I’ve noticed that whenever I’ve coached someone, helped out with strategy, sparred with them, or even just done a service — the results have been really strong. Having me involved seems to be a real asset for other entrepreneurs and businesses.

So that’s what I’m leaning into now.

This past week, I entered into agreements with two of my current clients (who I’ve already been helping sell their knowledge online) to offer them a new service: to be their right-hand.

Like a co-founder — but without them having to give away equity.

In return, I only ask for two things:

1. A fixed monthly retainer (so I can live off it)

2. A percentage of sales / profit we bring in (so there’s upside for me)

With just two clients on this new model, I’ll be billing about 60,000 NOK per month — plus commissions. I’m confident that number will grow to over 100,000 NOK per month very quickly as results kick in from commissions.

I plan to only offer this high-involvement service to 3 clients max. After that, the goal is to scale it — turning the company into a broader consultancy where I train up others, place them into companies, and build systems that scale without me. And maybe even build AI "employees" they can hire 😉

I will also offer paid 1:1 calls and other services / products to bring value. As I build, the company and offer will be more and more clear - and eventually I will probably package knowledge into a paid done-with-you program. This way I can scale and impact / help more people.

Also, I get a lot of people coming to me asking to join build companies with them. Instead of joining full time with them on it, I imagine I can come in as a right hand on a project base - get paid for it and maybe get a little share of the company.

As you can tell, there are many things I can do... But this new angle / company allows me to take advantage of ME as a person, my skills and network.

Because I love building networks, finding great people, and connecting the right talent with the right opportunity. And this model lets me do exactly that — while creating real value for others. I have done it so many times before, but only as a friendly service.

It’s exciting. It’s flexible. And it fits me.

This new setup gives me enough cash flow to pay myself well, invest every month, and still have the space to build out my AI company on the side — more on that in future updates 😉

So yeah, I guess I now own a consulting company - and it feels right!

Thought of the Week: Clarity Comes from Action

Back in December, I left the tech company I co-founded. I didn’t know what was next.
But instead of waiting for the “perfect idea” to arrive, I just started doing something.
Helping people. Selling what I knew. Taking the next step, even without a full plan.

And that led me here.

It’s been 6 months. And now I feel like I’ve landed on something real — something aligned with my skills, personality, and how I want to work.

This is just a little reminder that clarity rarely comes from sitting still. It comes from doing. From moving. From putting yourself in motion and letting things unfold.

So if you’re stuck, unsure, or just figuring things out — start. Make a move. See what doors open.

That’s it from me this week. Hope you’re having a great Sunday!

Talk next week,
Morten

Something’s been brewing in the background lately — and this week, it became clear:
I think I’ll be changing up my business.

Over the next few days, I’m giving myself space to land on a direction I believe in. If you’ve read my recent newsletters, you know I’ve been thinking about running two types of businesses in parallel:

1. A cashflow-focused business

2. A longer-term business in AI (with a biz partner)

Up until now, I’ve been focused on the info operator model — helping creators and coaches sell their knowledge online. And while it’s been great, I’m realizing that with my skill set, experience, and the way I like to work (and the value I really want to bring), it might be a good idea to tweak things.

I’ll share more next Sunday once things are clearer, but just know: a shift is coming — and I’m excited about it.

What I’m Reading: Psycho-Cybernetics

This week I finally started reading Psycho-Cybernetics.
It’s one of those books I’ve heard about for years — mentioned by countless people I respect — but for some reason, I never actually picked it up. Until now.

Since I’m in this “start over” phase and building something new, I want to go deeper on how I see myself — and make sure my internal world is set up for success.

One idea from the book that already stuck with me is this:

The brain is like a machine — a servo mechanism — that moves toward whatever goal you give it.

It doesn’t care if the goal is helpful or harmful.
A businessperson chasing revenue is using it.
An alcoholic chasing the next drink is using it too.
We’re all goal-seeking. The only difference is the target.

And the cool part?
If you can impress your mind with a clear, positive goal — your “machine” will start working toward it automatically. Your subconscious will start spotting opportunities, making connections, and guiding your actions in the right direction.

It’s subtle, but powerful.

I’ll keep sharing takeaways from the book as I move through it — but this one alone made me reflect on what goals I’ve been feeding my mind lately.

That’s it for this week. Talk next Sunday — and I’ll tell you more about where I’m headed next.

— Morten

This week, I wrapped up launch prep for one of my clients. Everything’s ready, and we’re going live next week. He sells leadership coaching. I set up a quiz-funnel — and I’m excited to see how it performs.

Another client (within the fitness space) is starting to see some revenue coming in. Momentum is slowly building.

Beyond that, I’ve been doing the work while also reflecting on what I want to build long term. I’m 25 now, and I feel like I’m getting closer to the point where I want to go all in on something. But I’m not rushing it.

Right now, I’m happy working with a few smart, ambitious people and helping them sell their knowledge online. It’s bringing in a little cash flow, and I enjoy it. However, so far the cashflow has mostly been set up fees. Going forward there will def be some profit-split commissions. My plan is to stick with this model for a while — focusing on just 2–3 clients at a time — and build solid systems around that.

But I’ve also started preparing for my next play. This business I have now, helping people sell their knowledge, I only need it to bring in 100-200k NOK a month for me. Thats enough to live well and invest monthly (which is important for me). Beyond that, I want to build something bigger with enterprise value.

All I’ll say for now is this: it’ll be in the AI / development space, and I’ll be teaming up with someone technical. That seed was planted when I left my last tech company in December. I wasn’t exactly sure what I wanted next, but I had a gut feeling it would involve AI. Then this “info growth partner” business kind of just happened — and it’s been great — but I’m realizing I can do both.

So that’s the bigger picture:

• One business for cash flow (what I’m doing now, but better and with only 2-3 high quality clients)

• One long-term play (what I’m slowly starting)

Everything I’m doing is with 2030 in mind. Not that this is the "end" - but I know where I want to be by then, and the work starts now.

Thought for the Week: “What would the audience want you to do?”

Lately, I’ve been thinking about how much freedom I have right now.

I’m not tied down to anything. I’m young. Single. No kids. No mortgage. No debt from studying. No investors breathing down my neck. I can pretty much do whatever the hell I want — in life and in business.

And that’s both a blessing and a curse.

Because when you have too many options, choosing your next move can feel overwhelming. Especially when you actually care about getting it right...

But here’s a perspective shift I got from an IG reel I saw this week:

We often give our best advice to our friends — not to ourselves.
When it comes to our own life, everything feels complicated and cloudy.

So try this:
Imagine your life is a movie.
You’re the main character.
Now step outside of yourself and become the audience.
What would the audience want you to do next?

It sounds simple, but it works.
Sometimes the answer is obvious — but you’re just too close to see it clearly.

And then I had another idea - what if I try telling my story to ChatGPT and ask:

"Based on this storyline so far, what’s the next move that makes sense for me?"

I have not done this yet, because I literally thought of it just now, haha. But tomorrow I will try it!

Thanks for reading.
If you’re building something too — or figuring out your “next move” — I’m here if you want to talk.

Until next Sunday,
Morten

📈 Business Update

New launch for one of my clients
We launched a new version of one client’s offer this week — and it’s already generating sales.
We made a few big changes to how the product is delivered, and it seems to be working much better.
The first thing we launched didn’t really hit. But hey, you fail your way to success 🙂

More launches coming soon
My two other client launches are slightly delayed due to technical stuff and content production, but we’re almost there.

Planning summer and the rest of the year
I've started thinking more intentionally about how I want to spend the summer (what to work on), and also what I want to work on for the next 5 years. I want to make my next 5 years a clearly defined mission.

What I’ve been thinking about: "Wherever you go, there you are."

After spending time in Dubai earlier this year, then Spain, and now back in Oslo — it hit me again how easy it is to believe that changing your environment will magically fix everything.

And yes — environment matters. Being somewhere beautiful, working with inspiring people, and having more space to think definitely helps.

But your habits, mindset, and patterns follow you — no matter where you go.

Whether you’re in Oslo or southern Spain, if you feel stuck, stressed, or unmotivated, that experience tends to come with you unless you actually deal with it.

So for me, the work is to build a life that feels good no matter where I am.
That means strong routines. Projects that matter. People I enjoy being around.
And being honest with myself:

Am I moving toward something — or just trying to escape something?

I’ll end this post with that same question for you:

Are you moving toward something — or just trying to escape something?

This past week I’ve been here with my friend Kai Lode. He’s building his own company too, so we’ve mostly just been working on our separate projects, working out together, and getting some sun in between. Yesterday we found a very nice beach nearby, and today we hiked up a river. Every time I connect with nature I just feel good.

Kai spent five years in the U.S. and was actually the first employee at Valuetainment, the YouTube channel run by Patrick Bet-David. He helped grow it from 1M to over 6M subscribers and built real systems behind the scenes that generated serious revenue. Now he’s using everything he learned to build something of his own — and it’s been inspiring to spend time with him here.

We’re both flying to Oslo this Wednesday, just in time to celebrate 17th of May (Norway’s Constitution Day) with our friends.

And honestly, this week has made me appreciate something simple but important:

I get to work on what I want, from where I want, with people I actually like and respect. That’s a gift.

Business Update

I made a small shift this week: I stopped working with one of my clients.

Not because it wasn’t working — we actually just wrapped up their setup and launched — but they don’t have an audience yet. And going forward, what they really need is to produce a lot of content to grow organically. That’s not my zone of genius, and for them it’s probably better to run solo for a bit, test things out, and maybe reconnect down the line.

This is part of the process. I’m getting more clear on the kind of clients I want to work with:

• They either need an existing audience

• Or they need a coaching/education business that already gets results — and now they want to scale or optimize it

The more clarity I get here, the more momentum I’ll have.

Short one today.

Again, the truth is: sometimes I’ll have business updates. Sometimes just thoughts.
But this is my way of showing up — raw, in the middle of the process — while I build again from zero.

See you next Sunday ✌🏼

If you’ve read any of my previous newsletters and watched this youtube video, you know my story: I built a few successful things, then ended up in a cycle of chasing more, and eventually spent over two years on a project I wasn’t really passionate about. That led me to starting over — not completely from scratch, but close enough to feel like it.

Right now, I’m in the “rebuilding” phase.

And I’ve realized something important:
My brain will always try to convince me to wait until I’ve “made it again” before I start sharing.

It’ll say things like:

“You don’t have anything new to say yet.”
“People don’t want to hear the boring in-between.”
“Wait until the big wins come — then you can post the story.”

But that’s exactly why I’ve committed to writing these updates every week — no matter what.
Because the truth is, this part of the journey is the story. And I want to share it with you as raw as possible.

Business Update: April Recap

To be honest, there’s not a lot of flashy news this week. April was a building month. I didn’t invoice anything new — just a bit of affiliate income from tools I recommended. No new client work, just continuing with the four clients I’m already working with.

I’ve been focused on doing good work, not chasing more. And even though I could go out and pitch bigger clients, I’ve chosen to double down on delivering for the ones I’ve already got. I want to make sure what I do for them actually works.

So yeah — April revenue? Pretty much flat.
May? Hopefully some invoices will go out.
But again, this is the reality: not every week is explosive growth. Some weeks are just quiet, consistent progress.

Why I’m Sharing This Anyway

The reason I’m showing up here weekly — even when I don’t have a dramatic update (and even when I don’t feel like it) — is because I don’t want to fall into the trap of waiting to share until everything’s figured out again.

That’s the default pattern: people disappear while they’re figuring things out, and only resurface when they’ve got the win.

But I don’t want to do that.

I want to share what this actually looks like — while it’s happening. Not in hindsight. Not as a perfectly wrapped-up story. Just real-time progress, real-time thoughts, and sometimes... real-time nothingness.

And because I know I won’t always have some big lesson from business to report, I’m giving myself space to also share thoughts that are loosely connected — things I think about because I’m building, traveling, reflecting, learning, or just trying to figure out what a good life looks like.

Right now, I’m in Malaga — traveling solo for a few days. Tomorrow I’m heading to Nerja to work from a house with a friend who’s also building his thing. The weather’s good and I’m hoping the change of scenery helps me think good thoughts.

So yeah — thanks for being here. I don’t take it lightly that you’re following this journey! ❤

And whether you’re building something of your own or just curious about what it looks like behind the scenes, I hope these emails give you a more honest picture than the highlight reels ever could.

Talk soon,
Morten

This week has been a fun one:

• We launched one of my clients — and he is already getting customers on board! 🚀

• We pre-sold 1 high-ticket program (10k EUR) for another client — and they haven’t even launched yet (launching next week).

• We also filmed a new VSL (video sales letter) for another client — their launch is happening either this or next week.

Momentum is building, and it’s awesome to see things moving faster now.

Reverse Engineer Your Freedom = FOMO Proof

I recently had a deep conversation with one of my clients, who coaches leaders. Very smart guy.
We started talking about money and goals — and I had this realization:

I don't want money to be a big "thing" in my life. Like, I don’t want it to stress me or control my thoughts and actions.

To me, money is simply a tool (always has been and always will be):

👉 It buys back time
👉 It provides food, shelter, and security
👉 It can help people in need

That’s it.

So instead of blindly chasing more, I want to know exactly what "enough" looks like — and work backward from there.

Here’s the idea:

First, define what freedom means to you in financial terms.
For me, it’s two things:

1. A specific monthly income — the amount I want to earn (after taxes) to live comfortably and stress-free.

2. A total invested amount — a portfolio big enough to eventually replace that income (by taking out a % each year)

The first step is figuring out what monthly profit your company needs to generate.
Enough to pay yourself your "freedom salary" (after taxes) — plus extra you can invest each month toward your bigger goal.

Then the second step is thinking longer-term:
If you consistently invest part of your business profits, there will come a point where your investments alone can pay you that salary every year — without needing to work for it. (Using something like the 4% rule.)

Now you have your numbers and everything above this is just a BONUS. Or maybe something you can use to help others in need, directly. This excites me!

There’s a little math involved, but once you know your numbers, you’re FOMO-proof.
No more getting stressed thinking you need to chase billions just because everyone else is (at least on social media). You have your plan - backed by math.

This is very "free-ing" to me. I know I have had crazy goals and ideas, not backed by thought - just others opinion on success.

If this way of thinking resonates with you, shoot me a DM on Instagram or reply to this email.
I'm doing a "side-mission" building a tool that helps you find your exact numbers (without you needing to do any math) — your version of true freedom.

Talk soon!
Morten

I didn’t post last Sunday.

Not the end of the world, right? You probably didn’t notice.
But I did—and it annoyed me more than I expected.

Not because of some weird fixation about posting each sunday.
But because I broke a promise to myself. And when that happens, I feel it. Physically. It’s like I shrink a little.

There’s something about not doing what you said you would that hits deeper than guilt. It chips away at your self-trust.

Anyway—before I get into all that, quick biz update:

Business update

The last couple weeks have been full-on prep mode for client launches:

• One client’s launching this week

• Another next week

• The last two should go live early May

Once all four are live, profit share should start rolling in.

What’s been slower than I’d like is the actual delivery work. Sales? Easy. Closing clients? Love it.
But setting everything up? That part takes me longer. I’m figuring it out, but damn—it’s a grind and I would rather have someone do this work for me while I just do communication with clients and sales...

Also a bit annoying because I have like 5-10 leads I’ve already talked to which I could close.
But honestly, if these 4 clients work well, it will bring in enough cashflow.
Still... the sales brain in me wants to keep closing 😅

Alright, back to the real topic I wanted to write about:

Your words vs your actions.

Here’s what I’ve realized:

When what you say lines up with what you do—that’s when you feel your best.
That’s where real confidence comes from.

Not from hyping yourself up. Not from other people clapping for you.
But from you doing the thing you said you’d do, over and over again.

That’s how you build self-trust. And self-trust is everything.

But when there’s a gap—when your actions don’t match your words—it quietly erodes your self-esteem.
Not in a dramatic way. Just enough to make you feel… a bit less like you.

That’s what I felt this week.

But over time, if you stay consistent doing the thing you said you would do, the opposite happens. You start to stack wins. People notice. You build momentum.

You get praised. Maybe even a little too much.

That’s when ego shows up. And if you’re not careful, ego can convince you that you’re crushing it just because you said you would—when you haven’t done it yet.

So that’s the game:
Keep showing up. Do what you said you would do. Watch your confidence grow. And keep your ego in check along the way.

Thanks for reading 💛

But I do want to leave you with something that might make you see discipline in a new light and possibly shift your perspective about achievement.

You’ve heard it a thousand times:
Discipline is the key to success.

I used to believe that too—in theory.
But deep down? It never felt completely true.

"Wake up at 6 AM."
"Work 10 hours a day."
"Grind, grind, grind."

Look, I’m not against hard work. Nothing happens without work!

But the idea that success comes from forcing yourself to do things?
That’s unsustainable.

You don’t need more discipline.
You need to stop fighting yourself.

Here’s my take:

You will always act in alignment with who you believe you are.

If chasing success feels like a constant struggle, it’s probably because, on a deeper level, you still see yourself as someone who fails.

Ask yourself this:

When was the last time you had to force yourself to scroll on your phone?
To binge Netflix?
To procrastinate?

You don’t force it. It just happens.
Because it aligns with your current identity.

Now flip it.

For truly successful people, procrastination doesn’t even register as an option.
Scrolling? Staying up late? Skipping workouts?
It’s not a matter of discipline—it’s not even on their radar.

Going to the gym? Just part of who they are.
Eating clean? Automatic.
Working on their goals? Normal.

They’ve built an identity around the version of themselves they want to be.
So the right actions flow naturally—not through force, but through alignment.

You don’t fail because you lack discipline.
You fail because your actions don’t match your identity.

Want to change your life?
Change how you see yourself.

Every action you take is either reinforcing or weakening that identity.
And the more aligned you are, the less “discipline” you’ll need.

It won’t be effortless.
But it will stop feeling like a fight.

And yes, everyone has bad days - but it is the sum of all your actions that your mind will start to identify you with. And changing the way you see yourself is the first step.

I love this topic - and I would love to help you understand it better and actually make a change in your life. So feel free to send me an email (or answer to this one).

If you have not already, check out my youtube video on the topic of changing your identity: https://linktw.in/eWqhtz

Thats it for today! Enjoy your Sunday evening and have an amazing week coming up!

• Morten Gilje