â– Why we believe you should work for yourself

Own your income first. Everything else follows.

The default path asks for your healthiest, sharpest decades up front and gives your freedom back at the end, if any is left. This Uncommon Life exists because you can reverse that order when you work for yourself. Own the income first, and where you live, when you work and who you answer to all follow from there.

A founder working on a laptop with a coffee
â– The problem underneath

See why the default system uses up your best years.

Stay in one place, get a good job, and trade your most capable decades for a salary and a schedule your employer sets. Then, at around 67, you collect the freedom you were promised.

This path works for plenty of professionals, and for some it is the right call. It also assumes 2 things: that the years in the middle matter less, and that you will still be healthy enough at the end to spend what you saved. Neither one is guaranteed.

The bigger risk is simpler: a salary is 1 customer. That customer sets your rate, your location and your hours, and can end the arrangement in a single meeting. Any other business would treat that as a dangerous amount of concentration.

17 to 24 days

of paid vacation a year is the average for US private industry workers after 20 years with the same employer, from the smallest employers to the largest. After 1 year, the average is 10 to 14 days.

US Bureau of Labor Statistics, Employee Benefits in the United States, March 2024

1 customer

is what a salary amounts to. You would never accept that concentration risk in a business, and a career asks you to accept it by default.

â– The sequence

Go from income freedom to location freedom.

The usual order is backwards. You look for the remote job, the digital nomad visa or the cheaper city, and then find that the constraint moved with you. A remote job is still 1 customer, and that customer can still end it by email.

01

Own the revenue

You have several customers instead of 1. You set the rate and carry the risk, and no single meeting can end your income.

02

Make the work portable

You have no staff to manage in a time zone, no inventory to store and no lease. When the work is expertise delivered remotely, geography stops mattering.

03

Choose where to live

This choice follows from a business that does not need you in any particular place.

â– The model

Work for yourself: solo, remote and built on what you know.

The model is 1 person selling expertise they already have, to customers who already pay for it, from anywhere. That includes consulting, advisory work, fractional roles, independent practice, productized services, small software and niche content. There are no investors, no employees in year 1, no inventory and no lease.

What it is

Run a business with 1 employee and many customers

You are the practitioner and the owner. Revenue comes from your judgment and execution, so you raise the ceiling by improving quality and raising your price.

How it works

Pick a market, define 1 offer, get found and get paid

You choose a niche where buyers already spend, price a single offer properly, and build a way to be found that needs no ad budget. Then you set up systems so the business stops running entirely through you.

Why it fits you

Use the expertise you have spent 15 years building

The product is your judgment, and you have been building it since your twenties. As a senior professional, you start with domain depth, a network you can reach and a track record, which puts you far ahead of a 22 year old with an idea.

â– Common misreads

Know what this model is not.

Each of these gets mistaken for the model at some point, and each mistake leads somewhere different.

The misread that hurts most

Tell ownership apart from freelancing.

Having several clients counts as ownership, so fractional work, independent practice and consulting all qualify. Selling interchangeable hours at whatever rate the client will pay, then starting over when a project ends, does not qualify.

What matters is whether you chose the market, defined the offer and set the price, or whether you are waiting to be picked. Ownership builds on itself every year you keep at it.

Skip venture funding

Raising money trades 1 employer for several investors, a board and a growth obligation, which is the same dependence in a different form. Some businesses need capital to exist, and this model does not.

Skip the team in year 1

Hiring early turns a freedom project into a payroll obligation before the revenue can carry it. Staff come later, if ever, once the work is already profitable without them.

Skip heavy capital

Inventory, property, franchise fees and build outs tie you to 1 address and 1 balance sheet before you know whether buyers want what you sell.

Treat a remote job as a bridge

A remote job is still 1 customer, still revocable by email and still on your employer’s calendar. It can fund the transition, and it does not make you an owner.

â– The roadblocks

See why most founders never start, and why many who start fail.

The failures below have different causes. Most advice addresses the first and ignores the second.

1
Failure

The leap never happens.

These are the reasons the move out of your job keeps getting pushed back.

You were never taught to build a cushion

The safest version starts while the salary still pays you. A few consulting projects run alongside the job until they can fund the move.

You have never found a client of your own

Without that experience, the date keeps moving, because you cannot yet picture where the first customer comes from.

You think you have to quit first

The choice gets presented as stay or jump. The workable version is a third option: run a program like Plan A alongside your job and leave with a business that is chosen, set up and ready to grow.

You do not have the idea yet

Almost every program assumes you already have the idea and teaches execution. That does not help if you cannot yet name what you would sell, which is a common place to be stuck.

Another job feels like progress

A lateral move relieves the discomfort without any risk. Then, 2 years later, the same feeling returns with 2 fewer years of savings.

Your identity is tied to the paycheck

The title, the team and the company name are real things to give up. Giving them up is often the hardest part, and few professionals say so out loud.

2
Failure

The business stalls after you leave.

These are the reasons a new business stalls once the salary stops.

The idea was never tested with a buyer

You chose it because it was interesting or close to your last job. The first real test comes when your savings are nearly gone.

Freelancing looks like a business

Work comes in, so it looks like it is working. Yet every month starts at zero, with no chosen market, no repeatable offer and no way of being found.

The savings go to the wrong places

Corporate professionals learn to solve problems by spending on them. On your own, that habit burns the months you needed to test the offer.

Everything runs through you

With no system behind it, every new customer adds work only you can do. Growth and exhaustion come together, and year 2 gets harder than year 1.

Working alone gets lonely

A decision that used to take a hallway conversation can take weeks of second guessing, because you no longer have a colleague to check your thinking.

â– The advice already out there

See why most business training misses a solo expertise business.

A lot of the advice online is excellent, and several of the founders below have taught us things. The gap is narrower: almost none of it is aimed at a senior professional with 15 years of expertise, real obligations and a specific plan to leave.

Solopreneur systems and creator courses

Justin Welsh and Dan Koe lead the low ticket, self serve lane, which offers useful frameworks for around $150.

What is missing for you

They are self serve, so your work never gets reviewed or corrected, and they are written for a younger audience carrying a very different level of risk.

Portfolio and small bets philosophy

Daniel Vassallo’s Small Bets is the closest philosophical relative to how we think.

What is missing for you

It is aimed at engineers shipping products, while you sell expertise. It also has no method, no vetting and no standard you are held to.

Buying a business instead of starting one

Codie Sanchez and the acquisition lane offer a real path, and a good one for some founders.

What is missing for you

It is a different thesis. It needs capital up front, and it buys you an operating business with staff and a location, which ties you to one place.

The 4 hour work week lineage

Tim Ferriss reshaped how a generation thought about this, and his influence is everywhere.

What is missing for you

The book came out in 2007, and it was never rewritten for a senior professional selling a service today, with obligations, a visa to consider and a career worth protecting.

Accelerators and pre-accelerators

Y Combinator and Techstars and the free institutional programs below them are excellent at what they do.

What is missing for you

They exist for venture scale, equity funded startups with teams, and they measure success with a pitch. A profitable 1 person business is a poor venture investment by design.

Business coaches

Coaches are the direct paid alternative, and the option we get mistaken for most often.

What is missing for you

A coach sells hours on a calendar and takes any client who pays. We sell a fixed scope with a standard you have to reach to graduate, and we turn applicants away.

See the difference in what you leave with.

What other programs measure

They measure a finished course, a pitch or a feeling of momentum.

All 3 can be true while no buyer has ever offered you money.

What we measure

We measure a working solo expertise business you can grow.

That means a market chosen, an offer defined and priced, real buyers spoken to, and the system that runs it. You leave with the business itself, so everything after that is growth.

We promise the process and measure the outcome. We make no income claims, and we do not use screenshots or countdown clocks. Prices, the refund scale and the ways this can fail are all published.

â– The ecosystem

Get a part built for every stage of this transition.

The transition asks you to choose the idea, leave the job, find the first customer, make your savings last, build the system and avoid doing it alone. Each part of the ecosystem exists because one of those goes wrong at a predictable point, and each is ready when you reach that point.

Solves: the move out of your job

Plan A

Plan A is an 8 week program for professionals with real expertise, with or without a business idea. Most founders in it are still in a 9 to 5, and it works the same way if you were laid off or you freelance. If you have an idea, we test it and narrow it. If you do not, we dig through your career history, your domain depth and the problems you have already been paid to solve.

A working session on a laptop
A live online workshop on how to choose a business idea
Solves: the decisions after launch

Uncommon Mentorship

Uncommon Mentorship is 1:1 mentoring for the months after launch, with a mentor who runs a profitable solo business.

Solves: rebuilding what already exists

Uncommon Toolkits

The toolkits are 6 operating documents for the 6 things every solo business has to get right: the expertise model, the niche, closing, marketing without ads, making your savings last, and the system that stops everything running through you. You work from them step by step.

A desk with a laptop and notebook
Solo business founders talking at an in person gathering
Solves: doing all of this through a screen

Salons, Summit and Retreats

These happen in person, on purpose. Uncommon Salons are recurring story nights in cities around the world, featuring guests living uncommon lives. Uncommon Summit is the annual gathering, and Uncommon Retreats are themed working retreats for solo founders, held several times a year.

Stella Guan, host of The Shortlist workshop on how to choose a business idea
â– Who is behind it

Stella Guan

I came to the United States on a student visa at 18, on a full scholarship, and made it through the H-1B lottery. Then I was laid off, and the visa gave me 60 days to find another employer or leave the country. I did 40 interviews in 6 weeks and signed an offer in the final week.

After that, I made myself a promise: no employer would ever again hold the outcome of my life in their hands. So I self petitioned for my EB-1A green card, with no sponsor, and built profitable solo businesses without raising a dollar.

In March 2020, I left a Fortune 500 design job and cashed out my 401k to start the first one. It took 4 years of restructuring my money before I could afford to. I share that part because the math is the real barrier, more than the courage.

None of it came from clarity or confidence. It came from knowing exactly how many months of savings I had, refusing to move the deadline, and doing the unglamorous work while nothing was working yet.

Before all of that

I spent a decade as a designer with Fortune 500 companies, taught as adjunct faculty at the Fashion Institute of Technology and the City University of New York, and was Lead Visual Design Instructor at General Assembly before I opened my own school.

Why location matters to me

I have run these businesses from more than 40 countries, and that is the part I care about most. Location freedom becomes possible once you own your income, so the income comes first.

Few programs teach those 2 things together, especially to professionals who already have expertise worth selling. So I built the company that does.

Also founded

Path Unbound

Path Unbound is a UI and UX design school that runs instructor led 1:1 programs and portfolio coaching. It runs on no-code tools and has been bootstrapped from day 1.

Also founded

Top Immigrants

Top Immigrants is an O-1 visa agent service with O-1 and EB-1A strategy coaching, for professionals who want to build something in the US without an employer holding their status.

Ask us anything.

Questions about the toolkits, Plan A, mentorship, or whether any of this fits where you are right now. Send it here and a real person answers, usually within a day.

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