The Multipreneur: He’s Building A $10M Portfolio of Income Streams | Starter Story
September 29, 2026
AI Summary
5 min readWhen Alex Lieberman sold Morning Brew for millions in 2020, he spent the next 12 months doing "every cliche thing that an entrepreneur does when they're looking for meaning"—reading about stoicism, taking long walks with his dog. The disorientation was real: he had spent nearly a decade building a 200-person media company doing $75 million a year in revenue, and now he had to figure out what came next. What he landed on was a model he calls a "personal holding company," or what his friend Greg Eisenberg coined being a "multipreneur." The goal: own a dozen-plus businesses over the next five to ten years, serve as co-founder and chairman of each, but be the CEO of none. His first bet is Story Arb, a ghostwriting agency for B2B executives that he launched with zero dollars and has already grown to roughly $1 million in annualized revenue.
The operating model: founder as product, not CEO
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What you'll learn
- 1 (00:29) **The Multipreneur Thesis** - Alex Lieberman defines his vision for a personal holding company: a portfolio of bootstrap businesses where he is the chairman and co-founder, but never the CEO.
- 2 (03:18) **The Origin Story: From Wall Street to Morning Brew** - Lieberman traces his entrepreneurial path from his father's sudden death to quitting Wall Street to build Morning Brew full-time.
- 3 (05:24) **Why Personal Holding Companies Are Taking Off** - Lieberman identifies the macro and micro trends making the multipreneur model viable now.
- 4 (07:46) **How Story Arb Was Started: The Tweet That Built a Business** - Lieberman explains his scrappy, demand-first method for validating and launching his ghostwriting agency.
- 5 (09:12) **Story Arb by the Numbers** - A breakdown of the current business metrics and the target product-market fit milestones.
- 6 (11:14) **Hiring CEOs: The Four Unteachables** - Lieberman's framework for finding the right CEO to run each portfolio company.
- 7 (12:18) **CEO Compensation and Incentive Design** - How the holding company structures pay and equity to keep CEOs motivated.
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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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