Build a Personal Holding Company and Navigate the Creator Economy With Yong-Soo

In this Yong Soo Podcast episode of Just Keep Learning, Justin sits down to talk with the entrepreneur and founder of multiple businesses. They dive deep into the mindset, strategies, and tools necessary for success in the creator economy. 

From the critical role of the environment to the future of personal holding companies, Yong-Soo shares invaluable insights on entrepreneurship, business, and building a personal brand.

Through candid reflections, he reveals the challenges he faced, how he overcame them, and the philosophy that continues to drive him today. Whether you're just starting or looking to take your business to the next level, this episode is packed with actionable advice for founders navigating the rapidly evolving digital world.

The Power of Environment in Entrepreneurial Success

Yong-Soo emphasizes the importance of surrounding yourself with the right people and environment to foster growth. His decision to move from New York to San Francisco was a pivotal moment in his journey. He shares how immersing himself in an entrepreneurial community sparked his motivation to build companies in alignment with his passions.

By removing himself from the corporate mindset of New York finance, he was able to fully embrace the possibilities of the startup world. His message? Your environment plays a huge role in normalizing your ambitions. If you want to think like an entrepreneur, you need to be around entrepreneurs.

Building a Personal Holding Company

One of the most profound topics discussed is Yong-Soo's concept of a personal holding company, which he believes is the next wave of entrepreneurship. Unlike traditional holding companies that focus on financial ROI, a personal holding company is centered around creating businesses based on personal interests and passions.

Yong-Soo has successfully built businesses around his hobbies, from everyday carry items to dog boutiques, and emphasizes that entrepreneurship can be structured to serve your life and happiness. This approach allows for greater control, personal fulfillment, and the ability to leverage multiple streams of income without the constraints of investor expectations.

Navigating the Creator Economy and Building a Personal Brand

Yong-Soo also touches on the importance of building an audience and distribution. With platforms like X (formerly Twitter) and TikTok evolving, he discusses how entrepreneurs can maximize opportunities by paying attention to macro trends and doubling down on content creation. His practical advice encourages consistency and learning from each post, as growth often comes from repetition and improving over time.

For those worried about saturation, Yong-Soo’s advice is clear: it’s all about execution and trust. Building an authentic connection with your audience and providing consistent value are the keys to standing out in an increasingly crowded space.

Practical Takeaways for Aspiring Entrepreneurs

1. Change Your Environment: If your current environment doesn’t align with your goals, consider moving to a place where you can surround yourself with people who inspire and motivate you.
2. Repetition Breeds Success: Start with quantity—consistently create and publish content. Over time, focus on improving quality while maintaining that consistency.
3. Personal Holding Company: Consider building businesses around your hobbies and interests, allowing you to enjoy life while growing multiple streams of income.
4. Execution Over Ideas: It’s not about access to tools or ideas anymore; it’s about execution. Focus on standing out through consistent effort and execution.

Memorable Quotes

"Your environment is constantly gathering information around you and normalizing what’s okay and what’s not. If your surroundings don’t align with your goals, it’s time to move."

"I believe the next wave of entrepreneurship