Multi-Hustle Mastery: Turning passion into profitable projects alongside the 9-5 [Leanpreneur 2]
This week, Sam joined me to talk about having fun building side hustles that interest you and provide income.
Sam has held senior roles in marketing for household names like John Lewis and Trainline, and now runs three side projects:
- Open Assistant Guy (ChatGPT newsletter)
- Marketing Examples (A curated library of marketing examples)
- The Part Time Marketer (B2B newsletter)
I was interested in his approach to having fun building side hustles, rather than focusing purely on monetisation.
Where Sam Started
Sam started his career in the usual way. Marketing roles, progressing up the ladder, chasing the next promotion.
When I first met Sam around 7 years ago, he was working in a senior role, but felt like a tiny cog in a massive machine. He was frustrated that the best ideas were ignored, but he didn't get fired because he was good at his job.
The pivotal moment came when he realized that his best work was happening outside his day job. Marketing Examples started gaining traction, and he saw an opportunity to build something meaningful on his own terms.
The Evolution
Sam's approach wasn't about replacing his income. It was about creating options.
He started by documenting his work. Marketing Examples began as a simple Google Doc where he collected interesting marketing campaigns. When it grew beyond the document's scope, he built a simple website.
The key insight was: start with what you know, share freely, and let the audience guide the direction.
Lessons from Building Side Projects
Start Small
Sam's philosophy is simple: just start. Don't wait for the perfect idea or the right time.
Marketing Examples started as a document. Then a website. Now it's a business. The progression was gradual, not a grand launch.
Share Your Knowledge
Sam's success comes from documenting what he learns. Every project becomes content, every lesson becomes a post.
This creates a virtuous cycle: you learn by teaching, build an audience, and attract opportunities.
Focus on Fun
Unlike many "hustle" content creators, Sam emphasises enjoyment over optimisation.
He builds projects because they're interesting, not because they're guaranteed to make money. The joy is in the building itself.
How to Balance a 9-5 with Side Projects
Sam's approach is pragmatic:
- Time blocking: Early mornings for deep work on projects
- Energy management: Save creative energy for projects, use day job for routine tasks
- Boundaries: Clear separation between work and projects
- No pressure: Projects are hobbies that might become businesses, never forced
What Works
Sam's projects share common traits:
- They solve a problem he has
- They're simple to maintain
- They have clear value propositions
- They're built for longevity, not quick wins
Key Takeaways
The biggest lesson from Sam is this: don't overthink it.
Start with what you know. Share what you learn. Build what interests you. The rest will follow.
You don't need permission to start. You don't need a business plan. You need to begin.