Finding Balance Between Life and Business
Jonathan Green isn’t just running a business—he’s crafting a life. From his small island home in the Philippines, he spends his days surrounded by family—four kids, with a fifth on the way through adoption—and his nights creating, automating, and connecting with people who resonate with his work. His digital product business generates over $20,000 a month, but for Jonathan, success isn’t just about the numbers. It’s about staying true to what matters most: simplicity, authenticity, and heart.
From Disaster to a Fresh Start
Living on an island wasn’t always the plan. A natural disaster forced Jonathan and his family to leave their home and relocate to higher ground. It was a tough experience, but also a turning point. That resilience—the ability to adapt and rebuild—is the same mindset Jonathan applies to his business. He doesn’t just build products; he builds systems that can weather storms, shift with challenges, and still keep moving forward.
His personal journey is a reminder that success often comes from the unexpected. After all, he met his wife on a casual double date while working on a project. Sometimes life, like business, surprises you in the best ways.
Why Knowing Your Audience Is Everything
Jonathan’s success is rooted in understanding his audience—not just their needs, but their fears, struggles, and aspirations. That connection allows him to create products that resonate on a deeper level. Many of his insights can be found on his website, Serve No Master, where he shares practical tips for entrepreneurs.
If you’re running a business, this is your superpower. The more you get to know your customers—not just what they say they need, but what they truly care about—the more you can craft solutions that feel personal. Your business becomes an act of showing up with exactly what your audience has been looking for—and is eager to pay for.
LinkedIn as a Connection Hub
For Jonathan, LinkedIn isn’t just a place to post updates; it’s where real conversations happen. Instead of a steady stream of polished marketing, he shares stories—moments with his kids, the quirky ways he uses AI (like making coloring books featuring his children), and lessons he’s learned along the way.
This approach turns LinkedIn into more than just a platform; it’s a hub for building trust, starting meaningful conversations, and connecting with people who are ready to take action.
Why Simplicity Always Wins
In a world full of shiny tools and endless options, Jonathan’s philosophy is refreshingly simple: cut the noise.
“Most people don’t need 50 tools. One good text tool, one good image tool—that’s it.”
This belief drives how he runs his business. He focuses on tools that work, skipping the overwhelm:
- ThriveCart for payments
- Pabbly for affordable automation
- Swipe Pages for mobile-friendly sales pages
- WebinarKit for automating webinars
Jonathan has even used this streamlined approach to create fun, family-focused products, like his AI-generated coloring books, which are a hit with his kids and his audience.
Automation, But Keep It Real
Automation is a big part of Jonathan’s strategy, but it’s not about removing the human touch. He starts with live webinars where he connects directly with his audience, answering their questions and speaking to their concerns. Once he’s refined that process, he shifts to automation—letting the business run in the background while he focuses on his family and creative projects.
The magic? He doesn’t shy away from being human. Whether it’s a power outage mid-webinar or sharing a slice of his real life, Jonathan’s authenticity is what draws people in. For more tips and insights, check out his blog at Serve No Master.
“People are tired of perfection. They want to connect with someone real.”
Lessons for Business Owners
Here’s what we can all learn from Jonathan’s journey:
- Keep It Simple – Start with the essentials and focus on delivering value without overcomplicating.
- Connect Honestly – Share your story and be yourself. People resonate with honesty, not polish.
- Leverage Automation – Free up your time by building systems that work for you.
- Know Your People – Understand your customers on a deeper level so you can create solutions they truly need.
- Use Tools That Work – Don’t get caught up in the latest trends. Stick with what gets the job done.
Building a Business (and Life) You Love
Jonathan’s success isn’t just about making money; it’s about living a life that feels good. By keeping his business simple and authentic, he’s created space for what matters most—time with family, work that excites him, and the freedom to say no to the things he doesn’t enjoy.
His story is proof that success doesn’t have to be complicated. Sometimes, it’s about staying true to your values, focusing on what really matters, and letting the rest fall into place—with a little help from AI and automation.
Want more ideas to make life and work a little easier? Check out World of Shortcuts for tips that actually work.
