The Multipreneur: He’s Building A $10M Portfolio of Income Streams | Starter Story
October 9, 2025
AI Summary
5 min readThe Multipreneur: Building a Portfolio of Businesses Without Being CEO of Any of Them
Alex Lieberman sold Morning Brew—the business media company he started in college—to Axel Springer in 2020 for a nine-figure sum. Then he spent twelve months feeling lost. "I was doing every cliche thing that an entrepreneur does when they're looking for meaning," he says: reading about stoicism, taking long walks with his dog. What he eventually realized was that he loved only specific parts of building a company: the early stages, coaching founders, storytelling, and selling. He wanted to spend the rest of his career in what LinkedIn co-founder Reid Hoffman calls the "town and village stages" of a business, not the "city and state stages." That realization led him to build a personal holding company—a structure where he launches multiple businesses, hires CEOs to run them, and keeps his own involvement to five to ten hours a week per company.
The Personal Holding Company Model
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What you'll learn
- 1 (02:57) **Alex Lieberman's Background & The Personal Holding Company Vision** - Alex introduces himself as the founder of Morning Brew and his current project, StoryYarb, a ghostwriting agency for B2B executives. He outlines his goal to build a portfolio of bootstrap businesses under a personal holding company.
- 2 (04:49) **The Origin Story: From Wall Street to Morning Brew** - Alex shares his personal journey, from his father's sudden death to his unfulfilling Wall Street job, which led him to start Morning Brew on the side.
- 3 (06:55) **Why Personal Holding Companies Are Gaining Traction** - Alex explains the macro and entrepreneurial trends making personal holding companies a popular model.
- 4 (10:49) **How StoryArb Was Launched: The Tweet That Started It All** - Alex details the scrappy, demand-first method he used to start his ghostwriting agency.
- 5 (12:15) **StoryArb's Current Metrics and Definition of Product-Market Fit** - Alex breaks down the business's performance and his specific criteria for product-market fit.
- 6 (14:18) **Hiring CEOs: The "Unteachables" and Compensation Structure** - Alex explains his framework for finding and incentivizing CEOs to run his portfolio companies.
- 7 (15:55) **Finding New Business Ideas: Be a Magnet for Problems** - Alex shares his framework for generating and validating new business ideas.
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Guests on this episode
Show Notes
The Multipreneur: He’s Building A $10M Portfolio of Income Streams
📚 Find Your $1M Business Idea (10x Faster) with Case Studies - https://www.starterstory.com/?utm_source=youtube&utm_campaign=alexlieberman&yts=true
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In this video, I'm I flew out to New York City to meet up with Alex Lieberman -the guy who sold his newsletter for $75M. Now he's onto a new venture - to become a Multipreneur. He share's exactly how he plans to build a personal holding company with several tiny businesses - AND, the scrappy method he used to get his first business idea off the ground. Enjoy it!
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