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Hi there,

I’m Ricky Figueroa.

I’m the owner of DrivenLab.

DL is my marketing agency.

However, HeyRicky (this simple website) is my personal blog.

I’m an entrepreneur, strategist, and website conversion optimization expert.

I started my online business journey about 18 years ago.

I’m 36, by the way.

I started with the dream of building $100k per month in passive income online after reading Rich Dad Poor Dad by Robert Kiyosaki.

[Side Note: Reading Robert’s books in English – with a dictionary by my side – is how I learned to write and speak English].

Here’s the kicker…

Instead of trying to persuade you to adopt my way of doing business, I prefer to help you build the courage to do it your most truthful way.

Take what’s relevant, and ALIGNED with your goals.

IGNORE the rest.

The first thing you need to understand, is that building passive income streams requires A LOT of work upfront. It isn’t passive work!

I focus on two main topics on this blog:

  1. Affiliate Marketing (with an unusual approach)
  2. Building Assets (passive income ecosystems)

In business (and life) there are two options:

1. Do what everyone else is doing.

Follow the herd.

Listen to their noise on social media.

Follow the “new” shiny tactics they promote.

2. Or, do something DIFFERENT (radically different).

Something that stands out from the herd.

Something aligned with the way you want to live your life.

It all begins with being very clear about what you truly want.

And then, doing the opposite of what everybody else is doing in the marketplace you want to serve (zag where others zig).

This path isn’t for everyone. 

It is not the popular thing to do.

It takes guts!

It’s this main-idea that’s important.

Not the individual tactics that you execute on a daily basis.

Tactics change. Trends come and go.

Principles and philosophy don’t.

For example…

recently watched an interview with Jeff Bezos.

Jeff tells The Amazon dot Toast Story.

He shared with the audience exactly what he said to his small company of 125 employees at the time in an Amazon meeting:

“Look, it’s ok to be afraid, but don’t be afraid of our competitors, because they’re never going to send us any money. Be afraid of our customers. And if we just stay focused on them instead of obsessing over big competitors, we’ll be fine.”

Think about that.

While Barnes & Nobles were obsessively focused on destroying Amazon, Jeff would double down in on making his customers happy.

Why focus on shit we can’t control?

Who’s bigger and more successful now?

Let that sink in.

The same can be applied to…

→ Blockbuster (a dinosaur that refused to change) vs. Netflix

→ ClickFunnels affiliates doing the same hypey shit.

→ Bloggers using the same tactics to sell affiliate products.

→ Network marketers stuck in the Amway era.


Ever read The Go-Giver?

How about Blue Ocean Strategy?

If not, you should. It’s revolutionary.

I hope to use this blog to educate and inform others (and myself) about:

  • Mastering Traffic
  • Maximizing Conversions
  • Passive Income Strategy

I hope my work encourage you to stay true to yourself, and have the courage to bet on your own ability to create your own freedom.

Click here to continue (subscribe).





Never sell the box. Sell the intelligence that can run ANY box.

This is one of the most important principles I teach to my subscribers who want to build passive income through affiliate marketing or direct sales.





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