Samuel Onuha is a young self-made millionaire from Amsterdam. He started his online journey from his bedroom in a small fishing village in the north of the Netherlands. While still in school, he built his first Shopify store—six years later, it became an eight-figure global clothing brand backed by top influencers and celebrities. After hitting a $50M+ net worth, Samuel and his brother Ruben now mentor others through their elite program, Millionaire Commerce—a private mentorship where they share the exact eCommerce strategies that helped scale their business to $20M+ per year.Tune in for the next two hours as we explore the hardships, mindsets, and secrets that made Samuel a multi-millionaire by 25.

00:00 Sam’s early years: family, background and the start of his self-development journey
07:34 Disliking school & turning to cannabis
14:02 Early hustles & manifesting success
20:10 How going all-in with eCommerce changed Sam’s life forever
33:01 ICON’s overnight success & the dreaded fine
39:44 Investing in your craft & developing future-proof skills
43:19 How paranoia became #1 motivation for levelling up ICON
49:34 Sam’s most important business tip (always get proof of concept)
53:11 “This will never work!” – Does the education system condemn entrepreneurship?
57:04 Improving your network & building a solid social circle
1:00:16 Delayed gratification, the comfort pit & maintaining motivation
1:04:24 Relocating is the “best decision ever”
1:08:22 Temptations & distractions
1:14:44 The ultimate strategy for making money online (marketing & organic content)
1:20:02 The hidden truth behind Sam’s lavish lifestyle
1:23:22 Scaling a brand & Sam’s #1 advice for eCommerce success
1:29:44 Dropshipping is a “copy and paste model”: is this the easiest business to start?
1:41:44 The hardships of scaling a business & building a team
1:44:12 Catapulting ICON towards $100 million: maturing goals & developing intrinsic purpose
1:49:33 Creating your vision & escaping mediocrity
1:55:33 Important principles to avoid the comfort pit
1:58:12 Developing work life balance
2:01:00 Relationships & finding the “right” one
2:06:55 Is Dubai really safe?
2:11:44 Sam’s future plans

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» My clothing brand, THRST - https://thrstofficial.com
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Follow Samuel
YouTube: https://www.youtube.com/@samuelonuha
Instagram: https://www.instagram.com/sonuha
Website: https://samuelonuha.com/
Millionaire Commerce: https://lp.millionaire-commerce.com/

Stockholm Syndrome - S8:E10