How to Start a Passion Economy Business (2025 Guide)

The Ultimate Guide to Starting a “Passion Economy” Business (Substack, Patreon, etc.)

For years, the internet promised a simple way to make money: get a massive audience, then sell their attention to advertisers. But for most of us, that path feels exhausting and out of reach. What if there was a better way? What if you could build a sustainable business not by chasing millions of shallow followers, but by serving a small group of true fans?

Welcome to the Passion Economy.

This isn’t just another side hustle. As author Adam Davidson explains in his book, “The Passion Economy,” this is a fundamental shift. It’s about leveraging your unique skills, knowledge, and passions to create something of value for a niche audience that is happy to pay you for it directly.

This is your ultimate guide to launching your own Passion Economy business and building a recurring income stream by doing what you love.

Step 1: Find Your Niche (No, Smaller Than That)

The single biggest mistake new creators make is trying to appeal to everyone. In the Passion Economy, the opposite is true: the riches are in the niches.

Your goal is not to be a generic “food blogger.” It’s to be the go-to expert on “vegan baking for people with nut allergies.” It’s not about being a “movie reviewer”; it’s about being the writer of the definitive weekly newsletter on 1980s sci-fi film scores.

Ask yourself:
- What topic do I know more about than 99% of people?
- What unique intersection of my skills exists? (e.g., You’re a financial analyst and a fantasy football fanatic. Your niche: “Data-driven analysis of fantasy football player value.”)
- What problem can I solve for a specific group of people?

A tiny, dedicated audience of 100 true fans paying you £5 a month is a £500/month business. That’s the power of the niche.

Step 2: Choose Your Platform (Your Digital Toolbox)

Once you know your “what” and your “who,” you need to choose the “how.” These platforms are designed to make direct-to-fan monetization simple.

For Writers (Newsletters & Blogs):
- Substack: The undisputed king of easy-to-use newsletters. It’s free to start, and they only take a cut when you start charging for a paid subscription. Perfect for writers who want to focus purely on writing.
- Ghost: A powerful, open-source alternative to Substack. You have more control and customization options, but it requires a bit more technical setup and a monthly fee.
For All Creators (Podcasters, YouTubers, Artists, Musicians):
- Patreon: The classic membership platform. It allows you to offer your fans exclusive content, behind-the-scenes access, and community features in exchange for a monthly pledge.
- Memberful: A sophisticated membership software that can integrate directly into your own website, giving you full control over your brand and community.
For Simple Support & Digital Products:
- Ko-fi & Buy Me a Coffee: The simplest way to start. These platforms allow your audience to make small, one-off donations as a “tip” for your work. They are also great for selling simple digital downloads like e-books or templates.

Step 3: Build in Public & Offer Free Value First

You cannot launch a paid membership to an audience of zero. Your first goal is to build trust and community by giving away 90% of your best content for free.

Your Action Plan:
1. Choose one primary platform (e.g., a Substack newsletter or a YouTube channel).
2. Commit to a consistent schedule (e.g., one free newsletter per week, one video per month).
3. Share your work on one or two social media channels where your niche audience hangs out.
4. Engage with everyone. Reply to every comment and email. Your first 100 fans are your foundation.

Only after you have built a small, engaged audience that loves your free content should you consider launching a paid tier. Offer them more—an extra newsletter, a private community, an exclusive video—as a thank you for their support.

The Passion Economy is a marathon, not a sprint. It’s about building a real connection with a community that values your unique voice. Start small, be consistent, and provide immense value. The income will follow.

Let’s Build Our Passions Together

This new economy is open to everyone, and the best way to learn is by sharing our journeys.

What is the unique passion or skill you could turn into a business? Are you thinking of starting a Substack, a Patreon, or something else? Share your ideas in the comments below—let’s brainstorm and support each other!