Wrapping up 2025

In today’s newsletter, I’m going to do a wrap up of my year 2025. A ton of things happened to me in 2025, and it was a pivotal year in my career. I initially started the year with a hybrid positioning, making money from brand partnerships and 1:1 coaching (and a few occasional purchases of my online courses).

To be completely transparent, the first half of 2025 was one of my worst performance since I started working for myself. I was coming out of a failed rebrand that consumed most of my year 2024 (I was trying to help salespeople leave their job and work for themselves), and I was feeling more isolated than ever.

But the second half of 2025 brought a new dynamic to my career, and it led to my most successful quarter since I started working for myself.

Here’s the timeline of my year:

Q1: Slow start

2025 started really slow for me. I was mostly running coaching calls with customers and I had no clarity over my positioning. I was helping people do outbound prospecting, prepare for sales job interviews, or help them solve whatever problem they thought I could help with.

I was also doing sponsored posts with brands on LinkedIn and on my newsletter. This part of the year was extremely slow for me. I was preparing for the birth of my second son, playing golf and cruising at a pretty low level. I wasn’t really inspired to do much as I was also focusing on developing my at-home car was business (which I ended up closing a few months later).

Q2: Video content strategy

In early Q2, I tried to develop a video strategy to differentiate myself from other sales creators on LinkedIn. I hired a video crew, shot some videos in my kitchen and in my office, and shared them online. Overall, the strategy was not successful because the ROI wasn’t good enough for the time and money spent.

My son was born in late April, so I switched my focus to welcoming him in our life and taking care of my first son and my wife. It was a beautiful moment and I’m really happy my business wasn’t taking too much of my time so I could focus on my family.

Q3: Sales Creator Content Party

Every summer, we go to Europe to spend 2 months with my family between France, Switzerland, and Mexico. This change of scenery was really welcome and it helped me come up with a new concept: my Sales Creator Content Party.

I wanted to organize a party with my friends in Berlin, and I decided to finance it with a sales creator content party. I initially thought of this concept so I could host my friends from Berlin, without breaking the bank.

And it turned out amazing. The event was a real success, and I got to spend time with a lot of creators for a whole day.

Then, something totally unexpected happened.

I was having conversations with creators and all of them were telling me about the difficulty they had to find brand deals, negotiate them, or manage all the admin involved in working with brands.

That’s when I had the idea of becoming the Sales Creator Agent.

Q4: The Sales Creator Agent

Q4 was a revelation for me.

I had been finding, negotiating, and closing brand deals for myself for more than 3 years. If I could do it for myself, I could do it for other people. The first creator I represented was Jan Mundorf. Then he introed me to a few other people, who introed me to other people until reaching 40 creators represented at the moment of writing this newsletter.

3 months later, we have closed $240,000+ in sponsored content, I have 2 agents working with me, and a Head of Operations. Not only did I close more in Q4 than I did in 2024 and the first 3 quarters of 2025 combined, but this also helped me develop solid relationships with amazing sales creators and my team.

2025 was a great transition year for me. For the firs time since I started working for myself, I found a niche and a business model that are completely natural for me. I get to build a community of sales creators while helping them monetize their audiences.

Can’t wait for what 2026 will bring!

Cheers,

Thibaut Souyris