2013 Wealth Creation Shift

A story about how Rob Dyrdek transformed his approach to business and life after being rejected for investment in 2013.

"I had built my professional skateboarding league and took it to market to raise capital. These groups wanted a piece of everything I did and offered me a 360 deal. I thought 'this is it, these people are going to recognize me and turn me into the billionaire I'm meant to be.'

When they did the diligence on how I ran my finances and my life, they said 'you're not even investable - you spend all the money you have, you're not creating any value.' It was this deep awakening that the identity I created for myself was false.

I went on a journey to discover how to put a system around myself. First, I needed to learn business. I hired a consultant to teach me how to build a company beginning to end. In that process, I found this book called 'Start at the End' about deciding what you want out of a business before you start it. I had this insane moment where I realized I needed to treat my life like that.

The evolution and growth I've gone through over the last 6 years is 4 or 5 lifetimes of growth. I went from being uninvestable to creating generational wealth in 5 years. I've now transitioned beyond self-preservation to generational preservation, thinking about my 500-year plan and how I'm going to affect Dyrdeks for the next 500 years."