Tiago’s 2024 Year-in-Review
As I write these words, I am crossing the Drake Passage, one of the most remote places on Earth.
We are crossing from Ushuaia at the southern tip of South America to the spit of land known as the Antarctic Peninsula. It is a barren, featureless expanse that isn’t part of any continent or ocean. Currents circle the globe uninterrupted here, driving enormous waves that can reach 40 feet high.
This is a liminal space if there ever was one, and I feel the echoes throughout history of all the great navigators and explorers who risked their lives to traverse it. At the same time, I’m doing it on a luxury cruise, exquisitely outfitted for every conceivable comfort, creating a strange tension within me between pain and pleasure, past and present, outer and inner discovery.
I’m taking this opportunity to do my annual review, an introspective ritual I’ve practiced for over 15 years. As I close my eyes and allow my emotions to come to the surface, the main one I feel is fear.
Not toward the 20-foot swells, howling wind, or frozen icebergs starting to loom silently around us. I’m afraid to begin this yearly ritual of looking inside and telling the truth to myself. I’ve done annual reviews so many times before, proclaimed their value to so many others, and now, committed to spending several years of my life writing a book on the subject.
I feel fear about whether I’ll do it right, whether I’ll discover something worthy, whether I’ll make it genuine or too performative, and whether I’ll be so focused on creating value for others that I forget to create value for myself.
I’m afraid I won’t be able to go deep enough, won’t uncover my true self, won’t see the hard truths I need to see, and most of all, won’t receive the benefits I’ve been so loudly promising to others, which would make me a fraud.
At the same time, I also feel tremendous gratitude. To be here on this once-in-a-lifetime cruise. To have achieved everything I’ve achieved while still young enough to enjoy it. To have the privilege of contemplating my life and work so deeply and with so many degrees of freedom. To have so many sources of information, so many people to draw on, and so many ways to see and be seen.
Fear and gratitude, the polar opposites of emotion, are my guiding lights through this passage, both the literal one and the metaphorical one I’m about to undertake in parallel.
A crossroads at 40
I sense that I am at a crossroads in my life as I turn 40 in May.
I revisited my “Life Goals” recently, a document that represented my first foray into the world of goal-setting. I started it when I was 20, after reading my first self-help book and deciding I needed to start writing down my goals.
What strikes me looking at it now is that every goal had an assigned “by when” date, and not a single one of those dates was later than 2025. I simply couldn’t imagine life after 40 as a 20-year-old. That seemed practically like old age at the time.
I’ve spent the last 15 years whittling away at that list of “life goals.” It’s been a north star, constantly reminding me of who I said I wanted to become. And I can see now that that list is finished. Not because I achieved everything on it, but because my idea of what it means to live a good life has changed.
I know now that achievements themselves don’t bring fulfillment or happiness. You have to have them, because pursuing goals gives your life direction, purpose, challenge, and stakes. But ultimately, the goal of any goal is to feel a certain way.
Emotions are what we are really after, I believe, and these days I’m putting the specific things I want to feel front and center:
- To recapture a childlike sense of innocence, of unapologetic joy, at the sheer wonder of existence.
- To find a new direction and purpose for my business and career that fills me with energy and enthusiasm every day while generating its own financial fuel.
- To understand and love myself more deeply, and to live from that place every day in a pure, unfiltered expression of my inherent nature.
- To emerge as a more faithful and loving husband, a more caring and present father, a more courageous and skilled entrepreneur, and a more open and committed friend.
- To feel a profound sense of alignment, determination, clarity, and confidence in the next era of my life and work.
- To gain newfound freedom and empowerment towards my body and health.
The first thing I do every year as I begin my review is to choose a motto, slogan, theme, or catchphrase, to guide the review itself. This year that motto is “Begin again.”
As I turn 40, it feels like I’m beginning the second half of my life. Statistically, as I reach the approximate halfway point of my biological existence. But also ontologically, as I retire my previous approach to goal-setting and embrace a new philosophy of unfolding into the truest expression of who I’m meant to be.
2024 Wins
Let’s start with the wins!
Book sales
My book Building a Second Brain has been the brightest spot in the business, surpassing 320,000 sales this year in 14 countries and languages so far. It continues to sell about 10,000 copies per month worldwide, which is an incredible pace for any book to sustain and bodes well for the future.
If we can maintain this pace, we should reach 500,000 copies sold in around 18 months.. I’m crossing my fingers that it reaches that milestone!
We also launched the book in Spanish, and I did a week-long promotional tour in Mexico, which led directly to us finding the town we ended up moving to later in the year. So that’s a pretty unexpected win!
My second traditionally published book, The PARA Method, also continues to sell decently, reaching 25,000 copies sold to date, or 1,400 copies per month on average.

Second Brain Membership
We successfully launched the Second Brain Membership publicly last spring, which I’m very proud of. Previously it had been a private community only for alumni of our live cohorts, but as we retired those, I realized it was time for a perennial, ongoing community where anyone learning about PKM from any source could find a vibrant network of peers to explore alongside.
We now offer weekly and monthly events, ranging from guided weekly reviews with our facilitators, to Q&As with me, to guest workshops on a variety of relevant topics. This year we also launched a 12-month “curriculum” where we’ll tackle one core PKM concept each month, which I’m already seeing the impact of.
We have about 550 active members and are making $22,000 per month in subscriptions. This membership is now our flagship offering within the Second Brain ecosystem, and we have some very exciting new features we plan on adding to it in 2025.

Wholesome Weekend #2
We hosted the second annual retreat of the entrepreneurial mastermind I started in 2023, which was one of the absolute highlights of the year for me. There is nothing like spending immersive quality time with a close circle of dear friends and respected peers all generously sharing their expertise across book-writing, YouTube, strategy, AI, online education, and many other fields.
I plan on continuing these retreats indefinitely, as they are deeply meaningful and enlivening. Bringing interesting people together for moments of connection and intimacy feels close to my true purpose, which is all the more surprising since I’ve always seen myself as an introvert.

The first in-person Second Brain Summit
This was a longtime dream of mine and resulted in so many memorable moments, conversations, and new relationships I will treasure for a long time to come. I wrote about the experience in depth in Reflections on Our First In-Person Second Brain Summit, including pictures and a highlight video.
The financial model for a large-scale conference didn’t work out for us, and in general, doesn’t really fit with our business selling education and information products. I think in the future we will likely stick to virtual summits, and perhaps branch out into immersive, in-person “intensives” that bring together much smaller groups for training and personal development instead.

YouTube growth
Our YouTube channel grew by 62,000 subscribers in 2024, to 288,000 total. This was 38% less growth than we saw in 2023, and I’m scaling back my ambitions here as a result. For a while, I thought we had a chance of becoming one of those “hypergrowth” channels that grow to millions of subscribers within a year or two, but the reality is I’m not willing or interested in obsessing over YouTube to the degree that requires.
The channel is already big enough to do what I need it to do—distribute my ideas to new audiences, test which ones have the most promise, and cultivate readers for my future books.

The newsletter
We added 22,000 subscribers to our newsletter last year, which was 39% less than in 2023. The newsletter has almost completely flatlined in its growth, which is honestly incredible to me given that our entire content strategy is centered on directing people to sign up for it.
Many other creators I’ve talked to are seeing similar trends, and I think we’re clearly going through a major upheaval in how online attention flows, driven largely by AI. This is definitely one of the reasons our finances weakened this year, and I don’t know quite what to do about it yet.

The Annual Review program
I taught a live course on how to do an annual review for the 7th time in December and January, this time radically expanding it from a 3-day workshop to a 6-week intensive program. I had just spent the previous 6 months deeply immersed in researching the topic for my book, and this was an incredible chance to test all the new ideas and techniques I’d developed on real live humans.
We welcomed 150 students from all over the world to this cohort, and the effects were transformational, beyond my wildest dreams, which has completely reinvigorated my motivation to turn all that material into the definitive book on the subject. That book will be my main focus for 2025, and I can’t wait to share it with the world.
The Annual Review program is now available as a self-paced edition if you want to make 2025 your most intentional year yet.
Here are a few other pictures of my favorite work-related moments in 2024:
Personal milestones and moving to Mexico
This was the first year of my 12-year career that I felt I maintained work-life balance.
I didn’t overwork, didn’t extend myself, and didn’t sacrifice my present happiness for a future outcome. I can confidently say I’ve found my natural rhythm and learned how to protect the things that truly matter, like my peace of mind and family time. I did a great job respecting my boundaries, preserving my energy, following my needs and wants, honoring my talents and gifts, and giving myself permission to spend my days in joy.
A big reason for this was our move to Mexico, which I’m realizing with each passing month completely transformed the trajectory of our lives.
My wife and I have long struggled to keep our household clean and organized. Every year it was a sore spot, as we seemed to drown under an ever-accumulating pile of unwanted junk, house projects, and chores. It felt hopeless, like we would never find a way to turn it around. And I noticed so many negative impacts on our health, happiness, and family harmony.
We decided to move to Mexico in April 2024 and did so in August. Now that we’ve been here almost 6 months, it’s shocking to me how many of our values and intentions naturally fell into place as a result:
- We live in a smaller, simpler house with far fewer possessions, which makes it much easier to keep them organized.
- We can afford full-time help here (which costs about $140 per week, a standard rate), which means we have someone spending 40 hours every week doing all the cooking, cleaning, laundry, and watching the kids when needed.
- We seem to do much better as renters, with a responsive, handy landlord right down the street who can fix almost anything himself and knows all the local vendors and service providers.
- We’ve had the intention to spend more time in nature and visit more interesting places with the kids, and that’s also happened naturally as we explored our new mountain town and the surrounding forests.
- We’ve long wanted to eat more home-cooked meals, and our “muchacha” now cooks all our meals and cleans up afterward. She used to work in a restaurant, and every day I’m blown away by the thoughtfulness and nutritiousness of her cooking.
- We’ve wanted to be more social and spend more time with friends, and living in Mexico and its hyperactive social scene pretty much takes care of that entirely.
- We’ve wanted to be more mindful and present with each other as a family and spend less time on screens, which is facilitated by weekly power outages that mean we all have to entertain each other.
It’s just astonishing to me that a single decision, which we didn’t even have on our radar when 2024 began, would completely change our lives just 8 months later.
Yet in a way, we had also spent years laying the groundwork for it: through our previous experience living in Mexico in 2019, our long-time study of Spanish, pivoting the business to asynchronous products, and getting really clear with ourselves about what wasn’t working about our life in Long Beach, so that when the right opportunity arose, we were ready for it.
This isn’t to say that everything is perfect. Far from it! In a way, resolving one series of problems with our dramatic move just created a whole new set of problems, which is how life goes:
- Vigorous exercise is more difficult in our small town since there aren’t convenient gyms or group classes, and running on mountain trails feels iffy.
- We are much further away from our friends and family back home, which means we’ll see them less often, which is painful.
- Our personal income and lifestyle have started to be constrained by the business’ weakness, which has made it difficult to afford to maintain two households at the same time.
- Living in Mexico, doing everything in Spanish, and in a small town brings an array of challenges, from navigating Mexican bureaucracy, to figuring out how to find essential products and services when nothing is listed online, to acclimating ourselves and our kids to a new school and social environment.
- Leaving Long Beach after 4.5 years, it was painful to admit to ourselves that we hadn’t succeeded in creating a strong community of friends there. Partly because so much of our social calendar was taken up with family commitments, but also because we just didn’t make an effort corresponding to our values.
2024 Disappointments
Just as important as celebrating the wins is commemorating the disappointments. I want to absorb whatever lessons these harsh experiences were trying to teach me, rather than sweeping them under the rug. There is no teacher like failure.
The business finances
It was a strange paradox of a year for Forte Labs.
We reached some huge milestones – $10 million in lifetime revenue and $3 million in lifetime profit – but at the same time, it was the worst year ever for the business financially. We lost $230,000 for the year, a negative 20% profit margin, which was the first time we’ve been in the red in 11 years in business.
As I reflect on why this happened, the proximate causes are clear:
- We hosted our first in-person conference, but overestimated how many people would attend and underestimated how much it would cost, and therefore lost about $270,000 on the event.
- Several of our major projects didn’t pan out, such as an initiative to offer B2B corporate training, selling a “certification” to consultants and coaches based on our IP, and launching our self-paced courses in Spanish and Portuguese.
- I waited too long to shrink the team after it became clear the business would continue to decline in the wake of ending our live cohorts 18 months ago.
- Our top-of-funnel audience growth via the blog, the newsletter, and YouTube decelerated and plateaued, for a variety of reasons, some of them under my control and some not.
- Our main lines of business now – self-paced courses, subscription membership, sponsorships, and books – are slow-moving sources of revenue that are spread out over time, rather than making money upfront and all at once like we’re used to with cohorts.
It’s hard to admit these missteps and oversights to myself. As I wrote them out in my notebook, I felt a series of uncomfortable emotions welling up inside me, bringing tears to my eyes: grief, disappointment, guilt, helplessness. It was painful to realize that I’ve somewhat lost faith in myself over the last couple of years of declining fortunes in the business.
Will I ever be able to come up with a hit product like the BASB cohorts again? Will I be able to create something people truly want? Am I capable of finding the right path and figuring out the next chapter?
I think what makes these questions painful isn’t the uncertainty or external consequences they entail, but the break in connection with myself they reveal. Not trusting myself means I can’t trust the journey, can’t trust my experience, can’t trust my future. It contracts the long time horizon that I normally like to focus on into a foreshortened present, fixated on survival.
Yet, now that I’ve written these words, and let a few hours pass gazing at monumental agglomerations of snow and ice out on the deck of our ship, I can already begin to see a few ways of reframing this “story.”
First, I can see that I took a lot of risks and made a lot of investments last year:
- I risked hosting a full-fledged conference when that wasn’t something Internet creators normally do. I expect those relationships to bear fruit for years to come.
- I risked selling the proposal for a book when the idea was only amorphous and half-formed, on a timeless practice that will only gain relevance as AI sweeps the world.
- I risked bringing my most respected peers together for a weekend mastermind retreat in Sonoma, which wasn’t designed to make money but will also bear fruit for years to come.
- I risked moving my family to Mexico and changing every aspect of our lives in pursuit of a more grounded, culturally connected future for them.
Second, I can see that 2024 was a grand experiment. I was testing the hypothesis that I could run the business without thinking about profitability at all. None of my decisions about which projects to take on were based on their ability to make money.
Framed as an experiment, I can say that the results were exceedingly clear: not prioritizing profitability reliably leads to a lack of profitability! In a funny way, it’s reassuring to know that. And now I can feel grateful that we have the financial reserves to conduct such an experiment without running the business off a cliff.
Third, our financial results indicate in unmistakable terms that the current business model, which was so perfectly suited to the pandemic era, is no longer working. Times have changed, the digital landscape has evolved, and the evidence couldn’t be clearer that we need to evolve with it.
In particular, it’s become very clear that growing an audience isn’t the panacea it once was. Over the last five years, our follower count across all platforms has grown 46x, from 13,000 in March 2020 to 624,000 today. It’s long been an unquestioned article of faith among online entrepreneurs that if you grow a sizable following, the money will naturally come, which is why a majority of my time has always been spent growing that following. But that maxim is breaking down now – it’s entirely possible to have legions of followers, but no corresponding business on the backend.
All this means that the main theme in the business for me right now is “searching”: searching for a new direction, for a new true north, for a winning product and strategy, and for a new identity in the aftermath of the BASB era. 2024 was a year of retrenchment, of retreat, of hibernation, of creating a solid foundation among our existing lines of business, and now I know it’s time to emerge from the winter.
I’ve also published a video sharing 7 insights from 2024 that reshaped how I think about business, life, and growth:
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