The Diary Of A CEO with Steven Bartlett
Natalie Dawson: The Harsh Reality of Passive Income! This PPF Framework 10x’s Your Income in 5 Years
10 Nov 2025
Chapter 1: What is the main topic discussed in this episode?
In order to be successful, you have to be able to communicate your ideas, who you are, and your point of view. And so I use three steps in every communication that can be used for getting a promotion, laying people off.
Chapter 2: Why can't people create wealth?
It could be used to persuading your significant other, where are you going to go to dinner that night? And it allowed me to go from being in a room where I couldn't have a conversation with people and crippled with anxiety and fear to co-founding two nine-figure businesses, helping overcome
15,000 business owners scale their organizations, as well as helping people unpack the strategies that the top 1% of people use to gain wealth and success that are different than 99% of people who can't create the wealth that they've always wanted. Like they prioritize being respected over being liked.
Chapter 3: What traits guarantee failure in business?
And where else do people go wrong here? Well, ultimately, this comes down to the character of the person. If the person isn't somebody who wants to win, who doesn't sacrifice, you cannot get to where you wanna go.
Now, of course, you could try to hack success, but if you did it by putting in the effort, you don't have this anxiety that it's all gonna come crashing down, because you know that you could redo it, and it's never burnout-inducing. That's a misconception about hard work. You're not a candle.
Chapter 4: What is the PPF framework for goal setting?
You can't burn out.
What about passive income? Because the idea that you can make income and do is unbelievably compelling.
Well, before you have a million dollars, don't even think about passive income. Instead, use your calendar as a representation of what you find to be important with the goals that you have every single day.
Chapter 5: How can young people overcome self-doubt?
But if someone at home isn't quite clear on their goals, what should they be doing?
I have a three-step methodology for goal setting that I have rolled out to thousands of people, and it's called PPF. And it's transformed my life.
Chapter 6: Why is communication crucial for success?
So the first is...
Just give me 30 seconds of your time. Two things I wanted to say. The first thing is a huge thank you for listening and tuning into the show week after week. It means the world to all of us. And this really is a dream that we absolutely never had and couldn't have imagined getting to this place. But secondly, it's a dream where we feel like we're only just getting started.
And if you enjoy what we do here, please join the 24% of people that listen to this podcast regularly and follow us on this app. Here's a promise I'm going to make to you.
Chapter 7: What skills do millionaires master that schools don't teach?
I'm going to do everything in my power to make this show as good as I can now and into the future. We're going to deliver the guests that you want me to speak to and we're going to continue to keep doing all of the things you love about this show. Thank you.
Natalie, for my viewers that have just clicked on this conversation, what is the reason that you think it's important for them to stay and listen to what we're going to talk about today and all of the things that you've spent your career understanding?
If you are somebody who has really struggled with working hard and putting in the effort and the energy, but you don't actually have wealth to show for it, this conversation is important because wealth should come from hard work on the right set of problems. And so you have to ask yourself the question, what problems do I work on every single day?
And whether you're a team member in an organization, whether you're a leader in an organization or
business owner in an organization you should be able to objectively point at my work here generated this result and so if I'm upset with this result meaning I haven't made the wealth I haven't created the income that I want it would make sense that where you're spending your time and the problems that you're solving are not tied to your actual goal of increasing your wealth and
And when it comes to wealth, I do think that we are in a wealth crisis across the globe. I think that there is so much confusion and misunderstanding about financial literacy and what's actually happening with who is making money, how they're making money, what they're spending their time on.
And so this conversation, I'm very much looking forward to unpacking what are the strategies that people use, the 1% for their time, for their investments, for their skills, for their mindset that are just different than 99% of people who can't seem to get ahead and create the wealth that they've always wanted.
And so as you sit here now, what is your business? What's the scale of the business?
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Chapter 8: What is the reality of passive income?
And what does it do?
Yeah, over the last six years, I co-founded two businesses that are both nine figures today. One is a management consulting investment firm. It's called Cardone Ventures, and we help small business owners grow and scale their organizations. So I work with business owners on a daily basis who will be doing $3 million in annual revenue. They want to know, how do I become one of the fewer investors?
that is able to have a $5 million a year business or $10 million a year business, because they really realized that $3 million a year doesn't actually create financial security. And that business was started in 2019. And then our second business, 10X Health, we purchased a health business back in 2023. And today is helping people all over the world and It's a nine-figure business.
So you're on that first business. How many business owners have you worked with?
Total business owners that have come through our programs would be over 15,000.
What are the range of things you're helping them with?
Great question. So there's education, there's consulting, there's services, and there's investing. So think of us like the McKinsey for small businesses. We reverse engineer their current market, what they're doing, what their product services offerings are. And we give back to them either in the form of actual services where we will do their marketing for them. We will recruit people for them.
We will do their bookkeeping for them. But then we also have a massive events component of our business where we train business owners on how to hire, how to recruit themselves. So they don't need to hire us to do it. I actually prefer it when people don't hire us to do this.
Because I think it's so important for business owners and the leaders inside those teams to actually get the competence in that skill. So if you use, yeah, of hiring or their books, if business owners don't understand how to read a P&L and the importance of a balance sheet, they're always going to abdicate that work to somebody else.
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