Serial entrepreneur Chris Koerner, who has launched more than 80 companies, urged aspiring business owners to prioritize profit over passion in the early stages during a December appearance on the podcast "The Diary of a CEO." Koerner argued that nearly any small business can scale when customer demand is present, thanks to modern digital tools that allow easy access to large audiences worldwide.
"I like to say follow the profit until you can afford to follow your passion," Koerner said. "Ignore passion for a time. Try to build your passion around commerce." He emphasized studying existing successful businesses and replicating proven models rather than attempting to create something entirely new from scratch.
Koerner described using tools such as the Wayback Machine and SimilarWeb to research competitors before launching his own versions. "When I see it exists, I'm like, 'Yes, this is it,'" he told host Steven Bartlett. He added that the presence of competitors often signals a viable market, noting, "There's nothing to be ashamed of. I don't need to do it better. I don't need to do it differently. I just need to do the same thing."
As an example, Koerner recounted building a business that remanufactured broken iPhone screens after observing another company succeed with the same overseas model. He stressed rapid validation of ideas through platforms like Facebook Marketplace and Facebook groups, along with simple AI-generated mockups, to gauge interest before committing significant resources to production or inventory.
"If I had to pick one tool, it's one that one in four humans use every day, and it's Facebook," Koerner said. This approach allows entrepreneurs to test demand quickly instead of spending months developing products in isolation, according to his comments on the podcast.
Koerner also highlighted that side hustles can grow into substantial operations. A 2026 survey from Side Hustle Nation found that 31 percent of side hustlers earned at least $1,001 per month, while 6 percent reported earning more than $10,000 monthly. "Any side hustle could be a multimillion dollar business," he said. "We live on a planet with eight billion people and we're all connected and anything can be scaled."
He advised against immediately quitting a day job to pursue new ventures full time. "There's enough time in the day to do this on the nights and weekends," Koerner said, recommending that founders validate their concepts thoroughly before committing entirely. This measured approach reduces risk and allows for careful assessment of market signals.
Koerner's methods reflect a broader trend in entrepreneurship that values speed, confirmed demand, and efficient scaling over pure originality. Similar strategies appear among investors who assess early-stage opportunities based on traction and existing market interest rather than untested concepts alone.
His remarks come amid growing interest in side income streams, with digital platforms lowering barriers for small operators to reach global customers. Koerner has applied these principles across dozens of ventures, often copying established processes before making incremental improvements.
Observers note that such replication tactics have long existed in business, though Koerner frames them as practical tools for newcomers. He pointed to Facebook's widespread use as a low-cost way to connect with potential buyers and measure responses in real time.
Details from the podcast episode also touched on the challenges of starting without clear validation. Koerner warned against over-investing early, instead favoring quick tests that reveal whether customers will actually pay for a product or service.
Industry reports indicate side hustles continue to gain traction as supplemental income sources for many households. Koerner's comments align with data showing meaningful earnings possible through consistent effort on proven models.
Looking ahead, his advice may influence how new entrepreneurs approach launches, particularly those balancing full-time work with side projects. The emphasis on commerce-first strategies offers a counterpoint to narratives that stress passion as the primary driver from day one.
Koerner concluded by noting the accessibility of scaling in today's connected economy, where tools for research and customer outreach are widely available. His track record of more than 80 companies provides context for the methods he described during the interview.