The Multipreneur: He’s Building A $10M Portfolio of Income Streams | Starter Story
September 14, 2026
AI Summary
5 min readAlex Lieberman, who co-founded Morning Brew and sold it for nine figures, spent a year after the exit feeling lost. He read about stoicism, took long walks with his dog, and tried every cliché entrepreneurs use to find meaning. What he landed on was a specific identity: he loves the early stages of building businesses—what LinkedIn co-founder Reid Hoffman calls the "town and village" stages—but not the "city and state" stages of scaling a mature company. So he decided to spend the rest of his career building a personal holding company: a portfolio of bootstrap businesses where he is the co-founder and chairman of each, but the CEO of none. His first bet, Story Arb, a ghostwriting agency for B2B executives, is already doing roughly $1 million in annualized revenue with 12 clients paying $7,000 per month.
Why personal holding companies are gaining traction
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What you'll learn
- 1 (03:25) **Alex Lieberman’s Background & The Personal Holding Company Vision** - Alex introduces himself as the co-founder of Morning Brew and the founder of Story Arb, a ghostwriting agency for B2B executives.
- 2 (05:17) **The Origin Story: From Wall Street to Morning Brew** - Alex recounts his journey from dreaming of a Wall Street career to founding Morning Brew after his father’s sudden death.
- 3 (07:23) **Why Personal Holding Companies Are on the Rise** - Alex identifies the macro and entrepreneurial trends making this model increasingly popular.
- 4 (11:43) **How Story Arb Was Born: A Zero-Capital Launch** - Alex details the scrappy, demand-first method he used to start his million-dollar ghostwriting agency.
- 5 (13:09) **Story Arb’s Business Model & Path to $10M** - Alex breaks down the current numbers, profit margins, and growth targets for his agency.
- 6 (14:03) **Defining Product-Market Fit for a Service Business** - Alex shares the two specific metrics he uses to determine if Story Arb has achieved product-market fit.
- 7 (15:10) **Hiring CEOs: The Four Qualities** - Alex outlines the specific traits he looks for when hiring a CEO to run one of his portfolio companies.
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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
📩 Business Ideas Newsletter - https://www.starterstory.com/newsletter
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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