Brendon Burchard, a highly successful performance coach and author, has built a business that has generated over $100 million by helping people with their personal and professional growth. His "shocking" advice for online creators and entrepreneurs isn't about a single secret tactic but a fundamental shift in mindset and strategy.

Here is a breakdown of the key principles from his advice:

1. Build a Business, Not Just a Brand
Burchard emphasizes that many creators get stuck in the "influencer" mindset, focusing on likes, followers, and engagement. While these are important, they don't necessarily translate into revenue. His core advice is to think like a founder and a CEO from the very beginning. This means focusing on:

Monetization as a Service: You're not just creating content; you're providing value that people are willing to pay for. His philosophy is that when people pay, they are more likely to be committed to the transformation you offer.

Creating a Business Model: Don't just rely on ad revenue or sponsorships. Develop multiple income streams, such as online courses, subscription-based memberships, live events, and coaching programs.

The Power of Recurring Revenue: Burchard highlights the importance of creating a recurring revenue model, such as a membership site. This provides a stable, predictable income stream that allows you to scale and continue creating without constantly chasing new sales.

2. Focus on the "Three Ps" to Scale
Burchard simplifies the path to massive growth by focusing on three main areas:

Plan: Don't just show up and create content randomly. Have a clear, written-down plan for your content, your offers, and your business goals for the next month, quarter, and year. A clear plan prevents overwhelm and ensures every action contributes to your larger mission.

Process: Once you have a plan, you need a repeatable process to execute it. This includes having a rhythm for content creation, a predictable sales funnel, and a consistent system for serving your customers.

Practices: This refers to your personal daily habits and practices that prevent burnout and keep you performing at a high level. High-performance habits like journaling, exercise, and meditation are essential for sustained success.

3. Serve a Mission, Not an Audience
This is perhaps the most profound part of his advice. Many creators ask, "What content will connect with my audience?" Burchard flips this on its head, suggesting you should instead ask, "How can I serve my mission?"

Your Mission Comes First: Your content should be a tool to serve a larger purpose. This keeps you grounded and prevents you from making compromises for the sake of clicks or views.

The Connection is a Blessing: While connecting with your audience is wonderful, it should be a byproduct of serving your mission, not the goal itself.

Value Over Popularity: Focus on creating high-quality, transformative content that provides immense value, even if it's not the most viral or "trendy."

Brendon Burchard's advice boils down to a fundamental belief: true and lasting wealth for creators comes not from a flashy gimmick, but from building a real business that provides meaningful, measurable value and is driven by a clear mission.