“The 2025 Job Market is COOKED”

I logged in to our client’s TikTok account.

It wasn’t even for work.

I was just curious to see the impact we’d had.

Over the past 12 months, we crossed 68 million views.

That’s 186,000 views per day, across the board (on TikTok only).

But then I did something else.

I saw a trendy video TikTok browsing features.

It said “The 2025 Job Market is COOKED”.

And what I saw stopped me.

Videos of college grads applying to 1,000 jobs.

Software Engineers getting ghosted.

People breaking down on camera after getting rejected from McDonald’s.

Heck, even flipping burgers for minimum wage is too much to ask

Some celebrating their $16/hour wins like they just landed a spot at Google.

It’s sad.

Not because they’re lazy.

But because they still believe the old rules apply.

They still believe the system will reward them for being obedient.

They think hard work = results.

But in 2025, that equation is broken.

We don’t live in a meritocracy anymore.

We live in an attention economy.

And in this economy, there are only two roles left:

1. You’re the one who gets chosen.

2. Or you become the one who does the choosing.

You either build your own distribution…

Or you keep begging someone else to feed you.

That’s why I always go back to one principle:

Sovereignty.

Mental sovereignty.

Creative sovereignty.

And yes — financial sovereignty.

This one is good to start with.

Because money buys you peace of mind.

And it buys you food, time and a gym membership.

Most people think “sovereignty” is a luxury.

It’s not.

It’s a system.

A system where:

– You own your pipeline.

– You control your audience.

– You pick who gets access to your energy.

– You send a few messages, and sales come to you.

See you in the trenches

– Kassimi