“When I have enough money, I’ll open up my own coffee shop”

My good friend Alex has always said this, and I agreed with him.

When we told other people about it, they agreed too.

Interesting...

Well, my dream has always been crystal clear:

Wake up, look at the water, write 1000 words for an upcoming book, get in the 911, drop the kids off at school, drive to the small local coffee shop that I co-own, order the same cortado, discuss investments and laugh with a friend, repeat.

I used to imagine this as “the final destination”.

The life that I'd have after grinding.

“Discomfort comes before comfort”.

So, I did the math on my "enough" number.

Calculated it would take 6 years of sacrifice.

All I had to do was live in a 0% tax country, 4800 kilometers away from my family.

That’s 3000 miles for all of you weird people reading this.

12-14 hour workdays and push the speeder as hard as I could, until the number was achieved.

Then, pull the plug on everything.

After that, I could finally be free.

I could finally do what I wanted.

Fulfill the dream.

So, I moved to Dubai and committed to the plan.

33%, 2 years and way too many hours in my 60m2 apartment later… I couldn’t do it.

Ahh, sorry, for all of you weird people, the apartment is 646 square feet.

I moved back home to Denmark, and now I live in the hometown that I grew up in.

The timeline just doubled, since I'm back to paying 50% tax.

Living close to my family and enjoying my day to day life is more important than stacking cash.

I didn’t want to build another prison, so I asked myself what I wanted to escape.

Big teams, sales calls and headache clients.

I removed all of it.

Then, I asked myself what I wanted to do more of.

Writing, content, creating and impacting.

I doubled down on them.

The revenue dropped from $200k/month to $50k/month.

But my profit margins went from 16% to 90%.

I make more money personally now than I did at “the peak”.

Funny how life works huh

But the main shift wasn't financial.

It was the timeline.

I went from a 5-6 years timeline of struggle to a 10-12 years timeline that I enjoy.

Actually, I love it so much that I hope I never reach the destination.

No need for escaping this business and life.

Let me walk you through the morning of writing this email, today, regular Tuesday:

I woke up, looked at the lake I live right in front of (couldn’t see anything since it’s pitch black at 4:54am here in Denmark). Wrote for a few hours, gave Bertha food (my dog, not kid lol), then jumped in the Taycan 4S, dropped my girlfriend off at her study, drove to my office, hit the button to grab an americano and shook hands with my creative director and good friend, Tobias.

Now, im sitting in the office and writing this.

What a life.

It all comes down to what you believe is true to you, and how you want to do things.

Then, share it on the internet and find a small crowd of people who shares your ways of doing things.

I don't believe in destinations, I believe in vehicles.

I don't believe in suffering, I believe in finding your coffee.

I believe in showing people what im doing to be able to do this, not telling and commanding them what's right or wrong.

The Digital Coffee Shop, I own you everything. Thank you.

Best, Fred

P.S: nothing changes if you don't change

P.P.S: don't get an electric car when theres snow and minus 10 degrees