For employees building a second income

Build Your Escape Route Before You Need It

I'm building a second income online while keeping my full-time job. Here I share what works, what fails and the real numbers, so you can learn from my experience, stop abandoning half-built projects and maybe finally get a breakthrough.

The Shiny-Object Detox Workbook. Free.

• 01Keep the paycheck
• 02Build the second income
• 03Earn the right to choose

Hi, I'm Martin.

I work full-time as an IT service engineer. Being close to technology, I can see how fast AI is changing the way people work. I don't know when or how it will affect my job, but I don't want to wait for a layoff or restructuring to figure out what comes next.

So I'm building a second income now, while I still have the security of my job. My vehicle is an online business built on content, affiliate marketing and my own digital products.

I've tried to build an online business before. I'd work on something for a few months, not get the results I wanted, see the next shiny object and start over. Again and again.

The problem wasn't the tactic. I kept abandoning projects before anything had the chance to compound.

This time I'm sticking with one direction long enough to get real evidence, and I'm documenting all of it. I'm not teaching from the finish line. I'm on the road with you, reporting back from the next mile.

What you'll find here

• Lessons, not a diary

  Every video and email is about what I learned and how you can use it, from building after work to lead magnets, email and affiliate offers.

• Real numbers

  Revenue, expenses, list growth, time spent, the experiments that worked and the ones that didn't.

• A way out of the abandoning cycle

  Pick a direction, stay with it, measure what happens and improve. Stop abandoning. Start compounding.

My first goal: the Road to 100

I will not abandon this project until I reach 100 email subscribers from it. That's my line in the sand against the shiny-object cycle.

100 subscribers won't prove the business works. It proves people want to hear from me. After that comes the next step on the ladder:

• 100 subscribers
• First sale
• Repeat sales
• Consistent profit
• A meaningful second income

Every stage gets documented, including the parts that go wrong.