"Not only has our business gone from nothing to the mid-seven figures in just a few + years, but we sold our medical practice so that we can start our nonprofit more than a decade earlier than we thought."
Jenna Zigler
340,000+ copies sold · Foreword by Russell Brunson · Published by BenBella
Building a million-dollar brand?
Most founders do these steps in the wrong order.
Product first, customer last. Flip it and everything gets easier. 12 Months to $1 Million starts with the person you'll serve, then lays out every step in order, from your first product to a brand you could one day sell.
Instant digital download365-day money-back guarantee
Do it in this order
- Pick the person
- Find what they already buy
- Make it better
- Build the list before inventory
- Product #2 feeds #1
Most new founders do it backwards: product first, customer last. Each step above is explained in the book.
12 Months to $1 MillionDigital edition, $4.99. Opens on any phone or computer.
"I am confident that it will inspire a new kind of entrepreneur."
Gary VaynerchukChairman of VaynerMedia
"I believe that the book you are reading right now... is the next classic for this generation of entrepreneurs."
Russell BrunsonCEO of ClickFunnels
"I've never seen someone provide such a detailed playbook to hitting your first million."
JP SearsAuthor of How to Be Ultra Spiritual
If this sounds like you
You already have the wiring. What's missing is the order.
You can't walk through a store without thinking "I'd do that better."
Your notes app is full of business ideas you've never started.
You read the label, study the packaging, and wonder who started the company.
You have a list of things you'd make even if nobody paid you.
Most people don't think like that. You do. That's not a flaw, it's wiring.
The problem usually isn't drive. It's order: too many ideas, no clear first step, and a lot of advice that contradicts itself. So you keep researching instead of starting.
Here's the first step, and it might surprise you: don't start with the product. Start with the person. Who do you want to build for? What do they already love? What would make their day better?
Answer that, and the product gets obvious. Then the next product. Then a brand.
You already have the wiring.
This is the map.
This is the map.
Who wrote this
Ryan Daniel Moran
Ryan built a consumer-product brand, sold it, and now hosts the Capitalism.com podcast, where he interviews founders who are doing it now. 12 Months to $1 Million (BenBella, 2020) is the order of steps he would follow if he started over today.
It has sold over 340,000 copies, and the foreword is by Russell Brunson. This page is the digital edition, which is $4.99.
"A million-dollar business does not start with a product; it starts with a person."Ryan Daniel Moran, 12 Months to $1 Million
Why the order matters
Start with a product and you are guessing. Start with a person and every later decision answers itself.
You know what to sell first, because you know who it's for. You know who will buy it, because you built the list before the inventory landed. You know what to launch next, because product #2 is the thing that customer asks for after product #1.
That is why the order beats the idea. The book walks every step of it across three stages.
The 12-month roadmap
Three stages. One clear path.
Months 1 to 4
The Grind
Make the key decisions fast and get your first product moving.
- Pick your audience and your Gateway Product
- Find suppliers and access capital
- Build your launch audience before inventory lands
Months 5 to 9
The Growth
Build momentum and let the snowball start rolling.
- Hit the sales and review milestones that matter
- Learn the funding move on page 166
- Choose a product #2 that feeds product #1
Months 10 to 12
The Gold
Add products, grow repeat buyers, and set up the big payday.
- Launch new products without losing focus
- Build audience through "relationship deposits"
- Turn the business into an asset you can scale or sell
Built for where you are right now
The order works from either starting point
Ready to start
You have the ideas but not the first step
Plenty of drive, a notes app full of options, and no clear place to begin. You want the order before you put real money in.
- How to choose what to sell by starting with the person, not the product
- The questions that pick a "Gateway Product" worth building on
- How to find suppliers and size your first order
- How to build your audience while your first inventory is still being made
Just started
You've launched and want the next step in order
You've made some sales, or you're close. Now you want to know what to focus on next, and what to ignore.
- The milestones to aim for, from your first sales to 25 a day and beyond
- The review count Ryan aims for before scaling (page 181)
- How to pick product #2 so it feeds product #1 instead of competing with it
- How to grow toward $1M a year, then scale further or sell
Free with your book today
4 bonuses, starting with the one that picks your product
BONUS1
42 Product Ideas
If the problem is too many ideas, start here. 42 product ideas that fit this method, each with the customer it serves, the challenges to expect, and what to launch next. Use it to pick one and close the other tabs.
BONUS2
"The Road to $1 Million" Starter Pack
10 of Ryan's most important podcast episodes on building a million-dollar business, picked for readers of the book and arranged in the order the book follows.
BONUS3
20 Founder Case Studies
Founders who followed the same plan, told through podcast episodes, videos, and articles, so you can see how the order played out for each of them.
BONUS4
Profit-Driven Purpose
A full 6-week course to line up your who, your why, and your business, so you know exactly what you're building and why.
The founder stories in these bonuses describe individual results, which are not typical. Most readers will not build a seven-figure business.
Verbatim from readers
Three readers, exceptional results
These three are outliers, and we are showing them as outliers. Most people who read this book will not build a seven-figure business. What it gives everyone is the order of steps, so the work you do goes in the right direction.
"Since discovering the '12 Months To $1 Million' plan, I have proudly built my first internet business beyond the seven-figure mark. It has allowed me to be a full-time entrepreneur and to live life on my own terms."
Justin Ray
"As of this past year, I am proud to say that our business crossed seven figures; the '12 Months To $1 Million' plans works, and I am proof of it! I love being a full-time entrepreneur and am so proud of what we are building."
Jason F
Get started today
The full order, plus 4 bonuses, for $4.99
$4.99DIGITAL
The full 12-month order,
in one digital book.
in one digital book.
12 Months to $1 Million (digital book)Included
Bonus 1: 42 Product IdeasFree
Bonus 2: "The Road to $1 Million" Starter PackFree
Bonus 3: 20 Founder Case StudiesFree
Bonus 4: Profit-Driven Purpose courseFree
$4.99
One-time payment. Instant digital download.
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GUARANTEE
Your 365-day money-back guarantee
Read it. Pick your person. If you're not satisfied for any reason, email support@capitalism.com within a year and we'll refund your book purchase.
Your $4.99 copy is the digital edition.
What to do tonight
Step one takes one evening
Read chapter 1 and pick the person you want to serve. Not the product. The person. That is the whole first evening, and everything else in the book builds on it.
Questions
I have too many ideas. Where do I even start?
With the person, not the idea. The book's first stage is built around that one decision, and Bonus 1 gives you 42 product ideas with the customer each one serves, so you can pick a lane instead of weighing all of them at once.
Do I need money to start?
Yes. A real product business needs money for inventory, and we are not going to pretend otherwise. The book covers how to size your first order, how to find suppliers, and the funding move on page 166. It is not a no-money-down plan.
I haven't started a business yet. Is this for me?
Yes. The book starts at the very beginning: choosing who you'll serve and what to sell first. Stage 1, The Grind, is written for people making those first decisions.
I've already launched. Will this be too basic?
No. Stages 2 and 3 cover what to focus on after your first sales: the milestones to hit, when to add product #2, and how to grow toward $1M a year and an exit.
What kind of business does it teach?
Physical-product brands: real products, sold to a specific customer, built into a brand that can grow and be sold. Not dropshipping or quick flips.
It came out in 2020. Is it still current?
The method starts with the customer, not a platform trick, so it holds up as ad costs and platforms change. What you would do differently in 2026 is tactical, and the podcast bonuses cover founders doing it now.
Is this the physical book?
This is the digital edition. You get access right after checkout, plus all 4 bonuses, and it opens on any phone or computer.
What if it's not for me?
Email support@capitalism.com within 365 days and we'll refund your book purchase.
The ideas were never the problem. The order was.
It is written down, in sequence, for $4.99. Start with step one tonight.
Instant digital download4 free bonuses365-day guarantee