Hey there

So...

I'm back home now and all is well again.

I was totally fagged out by the time I got in yesterday and as such...

Even though my brain told me...

Victor you promised...write. the. email.

I told it to shut up and let me sleep!!!

So...

Here's the email as promised...

Fresh....

#sigh

I have a sense it's going to be a long one so brace yourself!

A few days back...

I told you I registered a music label.

Today...

I'll tell you why it matters to you.

Even if you have zero interest in music...

Here's the deal:

A few months back I realized something.

Something most experts will never figure out.

And by the time they do...

It'll be too late.

#pausingfordramaticeffect

#sipscoffee

Here's what I figured out:

AI doesn't threaten everything.

It threatens expertise.

Big difference.

Your courses?

Toast.

Your coaching?

On borrowed time.

Your "proven frameworks"?

Commoditized by lunchtime.

But here's what AI can't touch:

Intellectual property that creates belonging.

Read. That. Again. Sllllooooowwwwly.

Not information.

Not expertise.

But worlds people want to live in.

Identities they want to adopt.

Tribes they'd kill to belong to.

#selah

Look at the richest companies:

Netflix doesn't make tech.

They own stories.

Disney doesn't manufacture anything.

They own universes.

Nike doesn't just sell shoes.

They own culture.

They're not knowledge companies.

They're IP companies.

And here's the kicker:

You already have IP sitting in your head worth millions.

You just haven't thought of it that way.

That music label?

Not a hobby.

It's an IP play.

#sipscoffeeagain

You: But CTM....Sensei....what is IP

Kamdan...

Lemme explain.

Most people think IP means patents and trademarks.

Lawyer stuff.

That's like thinking marketing means buying Facebook ads.

#evillaugh

Completely missing the point.

Real IP is simpler:

It's anything you created that people want to belong to.

For example:

Your frameworks...

Not how to stuff.

AI does that now.

But the frameworks that shift identity.

That make people see themselves differently.

That create belonging.

Your universe

The world you're building.

The mythology.

The inside language.

The tribal markers.

The stuff that makes people say "I'm part of this."

Your philosophy

Your way of seeing the world.

Not generic wisdom.

But your specific lens that attracts believers and repels everyone else.

Your language

The unique terms your tribe uses.

The phrases that signal belonging.

The words that separate insiders from outsiders.

Your methodology

How you guide transformation.

The sequences.

The rituals.

The practices that only you do that way.

All of it?

IP.

All of it?

Worth protecting.

All of it?

Can generate income in ways most experts never imagine.

That music label I registered?

That's me taking my philosophy and turning it into songs.

Songs that get licensed to films.

Songs that generate royalties.

Songs that spread tribal language.

Songs that build the universe.

One placement so far: An indie film in New Zealand.

That's one stream from one song.

Now picture 50 songs.

Then books.

Then courses.

Then licensing deals.

Then franchising.

Then products.

Each building on the same foundation.

That's IP thinking.

Here's something else...

IP doesn't just protect your work.

It multiplies how you monetize.

1. Licensing Others pay you to teach your framework. Think $5-10K/year per person. Get 10 licensees, that's $50-100K passive.

2. Franchising Others build their own tribe using your method. They pay to use your systems, brand, and training.

3. Media Your universe becomes music, books, shows. Passive royalties forever.

4. Products Your tribal language becomes physical goods. T-shirts. Collectibles. Gear. All margin.

5. Publishing Your frameworks become books and certification programs. Recurring revenue from the same foundation.

6. Speaking Companies pay premium for your proprietary methodology. Not generic advice. Your unique IP.

7. Exit Your business becomes sellable. IP-based business: $5-20M+. Expert practice with no IP: $0.

Most experts have one income stream.

IP thinkers have seven.

From the same foundation.

Here's my four-phase approach:

Phase 1: Build the universe Create philosophy, frameworks, language, mythology. Build tribe around it.

Phase 2: Protect the IP Trademark key terms. Copyright frameworks. Document methodology.

Phase 3: Expand everywhere Music, books, courses, certification, products, merchandise.

Phase 4: Scale through others License it. Franchise it. Sell it. Let it outlive you.

This isn't about building a business.

It's about building an empire.

And here's the twist:

AI makes this easier.

While AI replaces experts...

It amplifies IP creators.

AI helps me think and create faster.

AI helps me expand the universe.

AI helps me automate systems.

AI helps me scale what I've built.

The experts who fight AI will lose.

The IP creators who leverage AI will dominate.

So here's my question for you:

What IP are you sitting on?

That framework you use with clients?

That language that's emerged in your community?

That philosophy that guides everything you do?

That universe you're unconsciously building?

Write it down.

Because here's the truth:

If you're still thinking like an expert...

Building courses AI will replace.

Trading time that caps your income.

Creating nothing that outlasts you.

You're on the wrong side of history.

But if you shift to IP thinking...

Building assets AI can't touch.

Creating belonging that compounds.

Developing systems that scale beyond you.

Everything changes.

You're at a decision point.

Path 1: Stay an expert Keep doing what you're doing.

Watch AI commoditize everything.

Work harder for less.

Build nothing sellable.

Leave nothing behind.

Path 2: Become an IP creator

Protect what you've made.

Build your universe.

Scale through systems.

Create generational wealth.

Same effort.

Opposite outcomes.

One gets harder as AI advances.

The other gets easier.

The only thing worth building is what AI can't replicate.

Belonging. Identity. Universe. Tribe.

That's IP.

And you already have it.

You just need to see it.

Then protect it.

Then scale it.

Then profit from it.

The clock's ticking.

Every day you ignore this is a day you leave millions on the table.

Every day you stay in "expert mode" is a day you fall further behind.

The shift is simple.

But it's not optional anymore.

Till tomorrow...

Get out of your own way.

CTM

PS: Need help with this? I'm opening up 2 spots in IST. for next month. Hit reply to ask for details.