Rewind to 2016, and the term ‘boss babe’ was absolutely everywhere. Fast forward to 2025, and that tide has definitively turned. It’s almost as if the ‘boss babes’ ran so the ’laid-back millionaires’ could comfortably jog, or even nap.
To be clear, I’m not saying this with any negativity; it’s more like the pure curiosity Steve Irwin (the Crocodile Hunter) had for animals. But honestly, when the rest of us are knee-deep in the trenches, pulling our hair out over our ventures, watching others effortlessly rake in millions—or make bank just by posting cute dachshund videos—it does sting a little.
Just check out this little video by Abby Baffoe: Click here to watch the video. Notice the expensive New York apartment, the absence of a morning commute, and that quintessential combination of heatless curls, matcha lattes, and pilates… plus, of course, the little dachshund. Honestly, anyone who isn’t at least a little envious of that life (and its astronomical cost of living) is probably just a tad jealous.
In fairness, it’s a phenomenon that truly evokes a mix of emotions and can be hard to process. Every time I scroll through Instagram, it feels like all the young people are living that life. It’s like driving through those super-luxury neighborhoods, with one sprawling house after another, and you find yourself thinking, “What exactly do all these people do?!”
Truthfully, I truly believe there’s room for everyone to succeed—and a part of that success comes from learning to ’take shortcuts’ in this way. Sometimes, the smartest approach isn’t to reinvent the wheel, but to simply copy and paste methods that have already proven effective.
If someone has already figured out the blueprint, why not follow it?
Let’s Address the Obvious: A Million Dollars Isn’t What It Used to Be #
If you factor in inflation, housing costs, and the true expenses of retirement, you’ll realize that even hitting that number isn’t the finish line. It’s just the starting gun.
These days, it feels like you can’t walk two blocks without bumping into a millionaire. The word ‘millionaire’ used to sound aspirational, out of reach. Now, it’s just another part of a casual caption under a matcha latte photo.
It’s not that becoming a millionaire has gotten easier; it’s that the ‘path’ has changed. The traditional 9-to-5, or working forty years to retirement, are no longer the only routes. People are now earning money through a myriad of avenues: niche online businesses, brand partnerships, cryptocurrency, content creation, even social media accounts for their pets. It’s a new era of wealth creation—and it feels like the rulebook is being rewritten in real-time, making it hard not to feel excited.
Every ’laid-back millionaire’ I’ve observed shares two commonalities—and neither has anything to do with luck.
Personal Branding #
In this new economic era, attention is the new currency, and your personal brand is your bank. People aren’t just buying products or services anymore; they’re buying personalities, aesthetics, and lifestyles.
Take my own example: I own two rental properties in Costa Rica. On the surface, they’re just houses—but what truly draws people in is the ‘brand’ surrounding them. It’s a modern bohemian surf vibe, nestled in the rainforest, an effortless tranquility that makes you feel utterly free.
The studio apartment, for instance, is primarily designed for solo travelers—especially young women, creatives, and digital nomads seeking a serene, stylish space to recharge and flow seamlessly through their days.
The two-bedroom, two-bathroom apartment with a private pool, on the other hand, is perfect for surf-loving couples or young families looking for more space to breathe and connect, while still being close to the waves.
Different configurations, same soul.
The beauty of it? I share all of this on my own social media, offering a genuine glimpse into daily life there, so people aren’t just imagining the vibe—they have the chance to experience it firsthand.
I’ve intentionally crafted an experience that subtly influences how both short-term and long-term renters perceive their stay—and ultimately, how they review. From curated activities to the people I anticipate they’ll encounter, to the unique decor and relaxed atmosphere, every detail is designed to leave a lasting impression.
The result? Authentic, credible reviews that naturally reinforce my brand—without me having to say much at all.
Passive Income #
Whether it’s ad revenue, affiliate links, digital downloads, or rental properties, the goal is singular: to make money while you sleep. This doesn’t mean zero effort—it means building systems that continue to operate even when you’re not actively present.
So, while I affectionately refer to this group as ’lazy,’ I think ’efficient’ is a more accurate term. Because what they’re truly doing is questioning the systems most of us inherit without a second thought. They’re optimizing their time, energy, and skills to work smarter, not harder.
Personal branding and passive income, when combined, have become the new golden duo of modern wealth. Figure out the blueprint for these two, and you’ll be firmly at the helm of your own ship.