Diabolical Lies The Katie Episode
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Nov 16, 2025 Katie Herzog, a personal finance writer and creator of Money with Katie, opens up about her journey of building a seven-figure brand and her decision to reclaim her intellectual property from Morning Brew. She shares how the pandemic shifted her career, the exhilarating early days of her venture, and the challenges of balancing growth with creative work. Notably, she discusses her political evolution and the pivotal moment that led her to pivot back to long-form writing, embracing uncertainty while celebrating her independence.
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Pandemic Forced Career Pivot
- Katie worked full-time at Southwest and taught early-morning fitness classes, producing extremely long days before starting Money with Katie.
- The pandemic destroyed both jobs' stability and pushed her to treat personal finance writing as a serious career pivot.
The 104-Post Bet
- Katie committed to publishing 104 blog posts in a year as a test and felt a deep, persistent certainty it would work.
- She kept going because writing the posts brought joy and momentum, not because of external validation.
Timing And Enthusiasm Trumped Niche
- Early enthusiasm and timing mattered more than niche originality for Money with Katie's rise in 2020–21.
- Morning Brew's available capital and market conditions amplified Katie's momentum into a bigger opportunity.
