The Certain Way, Updated

How to Stop Performing Insight and Start Earning with Structural Integrity in 2025

Jul 22, 2025

What Wattles Couldn’t See Coming

Over a century ago, Wallace D. Wattles in The Science of Getting Rich declared that wealth is not the result of environment, talent, or luck. Instead, he wrote,

“There is a Science of Getting Rich, and it is an exact science, like algebra or arithmetic.” (Chapter 2)

If you do things in a certain way, he promised, you will become rich—with mathematical certainty.

But here’s what Wattles couldn’t predict:

An economy where attention is monetized faster than value is created
A coaching industry that rewards identity collapse over business integrity
A generation of entrepreneurs trained to override themselves in the name of “transformation”
Algorithms that distort visibility, pricing, and reach, even when you're doing everything “right”

He wasn’t wrong about the certainty.

He just didn’t finish the equation.

The Coaching Industry Still Thinks This Is a “Mindset” Problem

And as I wrote about in this post, it’s a very easy gaslighting mechanism.

Wattles told us to think truth, act in faith, and move with purpose. And many have tried. But if mindset were enough, the most educated, optimistic, and integrity-led people would be thriving right now.

They’re not.

Here’s why:

It’s not that people aren’t trying to think in the Certain Way—
It’s that the system they’re working inside punishes them for it.

When pricing models reward urgency instead of congruence,

When sales methods depend on identity reshuffling,

When value is measured by visibility instead of sustainability—

No mindset in the world can hold that.

This isn’t a motivation issue. It’s a structural mismatch.

So What Is the Certain Way—Now?

If we take Wattles seriously, then we have to ask:

What is the “certain way” for entrepreneurs in 2025?

What does structural integrity actually look like now?

Here’s the updated map:

1. The Certain Way Honors Behavior—Not Just Belief
Wattles said: “You must not only think, but act in the Certain Way.”
But most modern business models still demand performance—not necessarily behavior that’s congruent with who you actually are.
The New Certain Way doesn’t tell you to sell like someone else.
It identifies how you naturally express, lead, and exchange value—and builds the structure around that.

2. The Certain Way Protects Emotional Integrity
Wattles didn’t have language for emotional bandwidth.
But we do.
And in 2025, how you earn must not cost you your emotional stability.
The New Certain Way honors pacing, boundaries, and truth.
It avoids models that reward charisma over clarity, visibility over viability, or coercion over agency, and it never pathologizes the person.

3. The Certain Way Holds Over Time
Anyone can make money once.
But lasting wealth does not come in a moment.
It’s a structure that holds under pressure.
The New Certain Way builds an infrastructure that compounds.
It doesn’t just create unpredictable breakthroughs—so you’re not rebuilding your business every six months because the system was never designed to last.

4. The Certain Way Stops Collapsing the Self
Wattles urged people to rise above competition—but today’s business culture still trains people to collapse into mimicry:
“Charge what you’re worth” (without income design)
“Sell transformation” (without protecting the human)
“Overcome objections” (even when it’s not a good fit)
The New Certain Way allows the entrepreneur to remain whole—
while building wealth from their natural wiring, not in spite of it.
It stops treating contortion as a prerequisite for success.

What Wattles Gave Us—and What Was Missing

Wattles gave us the faith.
But not the feedback system.

He gave us the principle.
But not the protocol.

He told us certainty was available.
But didn’t show us how to identify structural incongruence—or build the infrastructure that would actually hold a person’s belief long enough to become wealth.

That’s what The Lucrativity System™ is:
The structural and behavioral architecture Wattles never finished—
but every emotionally intelligent entrepreneur now needs.

If You’ve Tried the “Right Things” and Still Feel Like You’re Failing…

It’s not your mindset.
It’s not your energy.
It’s not your faith.

It’s the system.
The Certain Way still exists.

But now we know—it’s not just about thinking truthfully.
It’s about building and operating truthfully.

You Don’t Need Another Epiphany—You Need a System That Holds

You already know the principles…
You’ve done the journaling.
You’ve collected the quotes.

You’ve nodded along with every essay that hit a little too close to home.
But you’re still not earning what you could.
Not because you’re missing clarity.
But because clarity without structure still collapses under pressure.

🧭 Belief without architecture is just performance.
🧭 Insight without infrastructure is just delay.
🧭 Power without a place to go will burn you out.

And if you’ve been following me here for a while, you already know I’m not just writing essays to give you inspiration.

I’ve been building what the past century of mindset work left unfinished:

A structural, behavioral, diagnostic system that actually lets your income align with how you're built to earn.

It’s the part no one teaches.
Not in MBA programs.
Not in manifestation courses.
Not in mindset coaching.

Because most programs are built to teach you how to believe harder.
This one is built to help your income stop breaking.

Wattles Gave Us the Philosophy—Now It’s Time to Build the System

In my recent piece—The Science of Getting Rich—Finally Completed—I was tracing how Wallace Wattles introduced this concept of wealth as a science, but he left behind few structural instructions for how to apply it in real life.

One quote I often regularly remind myself of when I’m considering doing something is from Chapter 13, Getting into the Right Business:

“Do not be afraid to make a sudden and radical change if the opportunity is presented.” (Ch. 13)

As I wrote about in my earlier piece about Charlie Munger and his “Latticework of Mental Models,” I found myself with an opportunity to continue his thought leadership.

What if a system to incentivize economic integrity really could be built? I’m daring to claim this “radical" idea.

I hadn’t been very familiar with Munger until I decided I needed to get an even deeper understanding of why people struggle to sell or get paid enough. I found myself reading into behavioral incentives, and it led me to articles about Munger and his key speech from 1994.

While Wattles named the philosophy, and Munger decoded the incentives—what started out as just a rebrand of my archetypal work evolved into building the kind of infrastructure Munger envisioned: a diagnostic framework that maps your actual income behavior across voice, value, and infrastructure—so you stop contorting yourself into misaligned business models and tactics.

But here’s the part I didn’t say in the last essay:

Once you understand how income actually works for you, you’ll never be able to unsee it again.
And you’ll realize that what’s been holding you back is not mindset—it’s misalignment.

Misalignment between your offers and your identity.
Misalignment between your pricing and your delivery.
Misalignment between your structure and your nervous system.

The next step isn’t to “feel more worthy.”

It’s to build a business structure that stops leaking, cracking, and collapsing every time you try to “scale” or make a sale.

So Let’s Rebuild It!

The cohort of my new Group Recalibration Starts January 6, 2026!

Selling Beyond the Performance Matrix is my new flagship group experience for founders, solopreneurs, and mission-driven professionals ready to stop over-delivering for applause they never asked for—and start selling from the congruence they’ve always had.

It’s not a course. It’s a structural upgrade.

🧩 Weekly live sessions
🧩 Structural tools and behavioral diagnostics
🧩 Real-time clarity on what’s been misfiring—and how to fix it
🧩 And a full recalibration of your revenue model, voice, and offers—without the fluff

Whether you’re:

Undercharging and unsure how to raise your rates without guilt
Scaling something that no longer fits
Or tired of tweaking your marketing instead of solving the real problem—

This is the system that actually holds.

Why This Works When Others Don’t

Because I’m not giving you another framework to follow.

I’m showing you how to architect one that’s built around you.

This isn’t “just raise your prices.”
It’s not “be more visible.”
It’s not another repackaged funnel in disguise.

This is your opportunity to:

✅ Rewire your offers to sell cleanly—without energy distortion
✅ Stop borrowing confidence and start speaking from structural truth
✅ Rebuild your revenue around behavioral alignment—not performative advice
✅ And build a message that finally earns trust—not just attention

And you’ll be among the first to ever experience The Lucrativity System™!

Most people don’t need more belief and better values.
They need a business model that stops contradicting the beliefs and values they already have.

You Already Know If This Is You

If you’ve been reading this Substack and thinking:

“This is exactly what I’ve been trying to name…”
“This is the language I’ve been missing…”
“This is the structure I’ve needed all along…”

Then this program was built for you.
And now is the moment to move from alignment to action.

Learn More and Claim Your Spot

Ready to build what holds?

Click here to enroll
We begin on Tuesday, January 6, 2026 at 2:00pm Eastern/11:00am Pacific.
Weekly live sessions. Full replays. Premium structure.
A diagnostic that rewires your revenue from the inside out.
Support from fellow entrepreneurs who “get it.”