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In this episode, we sit down with James Dumoulin — founder of School of Hard Knocks and creator of a viral 7-figure content brand built from the trenches. At just 22 years old, James has achieved what most entrepreneurs dream of: 13.8 million followers, 4+ billion views, and a multi-million dollar business built entirely from content creation. From working $7.25/hr jobs at Chick-fil-A to building a movement that empowers the next generation, James reveals the exact strategies behind his "excuse me, sir" formula that consistently generates 1M+ views per video, how he cold-approached and landed interviews with Mark Cuban and Nike's CEO, and the 5-revenue stream model that's generating $300K-600K monthly with 50-90% profit margins.

 

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Timestamps: 00:01:32 - Omar introduces James Dumoulin, founder of School of Hard Knocks. Over 4B+ views, millions of followers, 1000+ interviews in his 20s. 00:08:11 - Started posting on TikTok in 2019 when it was seen as a 'dance app.' Noticed peers earning money and began experimenting with content. 00:09:17 - College decision video hit 800,000 views with only 500 followers—realized the power of organic reach and free marketing. 00:11:02 - Co-founded with brother Jack and friend Josh in 2021. Started as a business channel; pivoted to interviewing experienced entrepreneurs. 00:15:34 - Approached Mark Cuban at SXSW; landed interview that reached millions. Used as 'authority hack' to unlock new guests. 00:24:30 - Focus on strong 3–5 second hooks, pattern interrupts ('Excuse me sir…'), and concise storytelling to hold attention. 00:42:30 - Built five verticals: Ad Revenue, Brand Deals, Content Agency, Community, High-Ticket Coaching. Generates $300K–600K/month. 00:46:32 - December 2024 – $600K revenue, $500K profit. Recurring $200K+ monthly with 50–90% profit margins. 01:03:20 - 'Pour gas on momentum and never stop.' Encourages relentless consistency and becoming the best question-asker. 01:10:43 - First things First game with James D. 01:13:02 - Encourages others to pursue purpose: 'You were put here to do more than go to school, get a job, pay bills, and die.'

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