HomeLife Brands

Our flagship communities - iHeartDogs.com and iHeartCats.com are actively shaping the pet industry, pet culture and increasing the health and happiness of pets everywhere. 

Our mission is Healthy pets, Happy Homes, and Empty Shelters. 

We've fed 32,000,000  (MILLION) shelter pets and raised millions for charity.

President / Co-Founder

The Hero Company

Co-Founder

Servant Health

A Veteran-owned healthcare advisory firm focused on partnering US manufacturers with GPOs and major health systems.

Strategic Advisor

Morris Media 

Morris Media is a leading technology and media enterprise operating worldwide, specializing in cutting-edge technology, generative AI, and digital intelligence. Our expertise lies in developing bespoke applications tailored to meet unique use cases, positioning us at the vanguard of technological innovation.

Owner

FrontGate

FrontGate manages a 25 website ad network that caters to the Faith and Family vertical, a PR division for leaders, authors, experts and organizations with a mission and a social media management division for non profits, faith or family focused brands.

V.P. of Engagement

Mautofied, Inc.

Managed digital sales of 30 Million ad impressions per month, handled online marketing and community development for 180,000 members. Planned and executed social strategy across the various platforms resulting in 100%+ growth month over month. Was part of the team that sold the company to an investment firm March 2012.

Dream House Mortgage

Sales Manager

Ameripath Mortgage

Senior Loan Officer

Allied Real Estate Schools

Admissions Manager

US Army

Infantry

🫒Inc 500, Inc 5000 Founder | Veteran | Raised $1M+ for Veterans with PTSD | Fed 30,000,000 Shelter Pets

Welcome! 

I'm the co-founder of HomeLife Media - a portfolio of eCommerce and media brands that focus on people and the pets we love. We've donated over $1.5M+ for Veterans with PTSD, provided over 40,000,000 meals for shelter pets, and are super proud of being an Inc 500 and Inc 5000 company. 

Our teams operate on four core values:

Humility
Tenacity
Adaptability
Generosity

We eat challenges for breakfast.

Marshall Morris

Moe Choice 

I spent 3 years trying to influence others to pay me

Funnels
Ads
Viral Content
Affiliates

All taking me time and money to put together

Meanwhile, my bank account whispered "Fùçk you"

Then, I discovered the SSSS framework

And everything changed

Not because it's magic. Because it's math


𝗦𝘁𝗮𝘁𝘂𝘀: I created an offer better than the competition

𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀: I showed people HOW to get results

𝗦𝗼𝗰𝗶𝗮𝗹 𝗣𝗿𝗼𝗼𝗳: I made sure I got shit tons

𝗦𝗶m𝗶𝗹𝗮𝗿𝗶𝘁y: I showed who I really am


Since then? 

People want to pay me
6 sold out cohorts in 2024
9 in 2025

101 solopreneurs
Real names
Real numbers

Why?

They didn't buy my promise
They were influenced by SSSS

All of it

Here's what I do now:

Old headline
"6-Figure Solopreneur" 

New headline
"Mentoring solopreneurs to $15k+"

Old Featured Section
"Viral content that got me 0 clients"

Featured Section
"Direct links to my biggest client wins"

Old DMs
"Interested in growing your business?"

New DMs
"Mel is a career coach like you.
We got her to $12k in 27 days"


The difference?

One makes claims
The other stacks factors for influence

Expertise doesn't matter on it's own
You'll need to add a dream offer with proof

And connect with your audience at a deeper level


Capeesh? 🤌


PS - The average person needs to see proof 7 times before believing

PPS - I show it 70 times because I'm shìt at maths

______________________________________________

Moe Choice

is mentoring solopreneurs to $15k+ months

SSSS Framework 

Human history can be summed up in three phases:

• Survive
• Innovate
• Make memes about the first two

We’ve come a long way from kings to coffee, from predators to podcasters

And somehow… we’re still posting through it


Gangsta shit 😎


PS – If aliens are watching us, these are probably the slides they watch at orientation

Shit I found on the Internet 

Most solopreneurs build backwards 

They go solo first 
Then try to figure it out later 

Sacha Awwa did the opposite 

She built the formula first 
Then built the business around it 

Years of data testing, failing, fine-tuning 

Across startups and enterprise brands 

Until she cracked what actually moves a company 

From "we're trying" to "we're thriving" 

The difference? 

She didn't go solo on emotion 

She went solo on evidence 

And that's why it works 

What's YOUR business built on? 

Fear or facts? 

Full breakdown in comments 👇 


Gangsta Shit 😎 


PS – Han went solo too Crashed into an asteroid field tho

_______________________________

$50k months are actually hard as fcuk

And that's the part nobody warns you about

I spent years dreaming about it
Visualizing the exact moment
Planning the celebration

Then it happens and I'm just... sitting there

• Eating the same muesli breakfast
• Wearing the same t-shirt
• Wondering if this is it

The anticlimax hits different:

What I expected: Life-changing euphoria
What I got: "Cool. Now what?"

What I thought I'd feel: Validated
What I actually felt: More pressured

Here's the mindfuck:

• The problems don't disappear
• The anxiety just changes clothes
• The imposter syndrome gets a promotion

$50k months didn't fix anything
They just give me new things to worry about:

• Is this sustainable? What if it stops?
• I'm good for the next 6-months... is that enough?
• I have some money to invest now? What if I waste it?

The boring truth?
Big money days are just... days

With bigger numbers
And the same neuroses

I still doubt myself
I still procrastinate like a cnut
I still skip dinner because I need to work some more

The only difference:
My bank account doesn't hate you as much

Maybe that's enough
Maybe it isn't

But nobody tells you that achieving your year's goal 5 months early can feel this ordinary


Capeesh? 🤌


PS - Made $7,500 yesterday then spent 20 minutes looking for my car keys

PPS - Money didn't make me less of a disaster, just a well-funded one

_________________________________________________

10 titles that make me go 🤮 

𝚆𝙰𝚁𝙽𝙸𝙽𝙶: This may trigger offense

• Head Honcho
• Thought Leader
• Brand Alchemist
• Life-long Learner
• Social Media Ninja
• LinkedIn Top Voice
• Serial Entrepreneur
• Motivational Speaker
• CEO of {My First & Last Name} Coaching
• The {insert something normal} Whisperer


𝗕𝘂𝗹𝗹𝘀𝗵𝗶𝘁 𝘁𝗶𝘁𝗹𝗲𝘀 𝘁𝗵𝗮𝘁 𝗺𝗲𝗮𝗻 𝗻𝗼𝘁𝗵𝗶𝗻𝗴 𝘁𝗼 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲 𝗲𝗹𝘀𝗲


What have I missed?


Peace✌️


PS - Who was the guy on here who calls himself "The Overlord"?

Most solopreneurs delegate backwards

They hand off the stuff they don’t understand

Because it’s “not their zone of genius”

Then wonder why it all falls apart

Here’s the truth:
You can’t manage what you don’t understand

And you can’t hold someone accountable for a result you’ve never achieved yourself

If you’ve never sold, how do you know what good sales look like?

If you’ve never written, how do you judge good copy?

If you’ve never run ads, how do you spot a bad one?

You’ve got to earn the right to delegate

Master → Manage → Multiply

That’s the game

Watch my full conversation with Joe Rando and Carly Ries on The Aspiring Solopreneur Podcast

Linked in the comments 


Peace ✌️ 


PS – “Delegate” comes from Latin delegare, meaning “to send away”

Ironically, most people send away their power first

______________________________

$7,500 closed in just one day from 3 sales calls

From a Career coach who tried everything

✓ Courses
✓ Books  
✓ "Expert" advice

Meet Lori Lawrence 

She thought she knew the problem

But the problem was she missing the entire point of the sales call

She kept talking process instead of outcome

So I gave a her a challenge, and she accepted

What happened next?

3 calls
3 closes
Record sales in one day

No tricks
No scripts
No confusion

Just clarity

Here's what she does now:

1- Find out what they wanted
2- Help them put a value on it
3- Guarantee them the outcome

Lori messaged me that day:

"Fucking A!  It worked!  Selling the outcome—you will land your dream job with me!"

That's the difference between a "C" coach and an "A+" coach

Focusing on their dream outcome
NOT your 'process'


NO ONE CARES about your process

Now Lori has belief

"Moe's framework showed me I can actually be a solopreneur and run it all myself."


Capeesh? 🤌


PS - I've never met a broke person who guaranteed outcomes

Only broke people who guaranteed processes

____________________________________

The Internet is basically a museum now

Except everything’s on fire and the exhibits are arguing in the comments

Every scroll is a guided tour through human insanity

Memes, contradictions, questionable advice

So I did what any responsible adult would do:
I curated it

Welcome to another week of “Shit I found on the Internet”


Gangsta Shit 😎


PS – Somewhere, Socrates just threw his toga at the wall

_________________________________________________

Shit I Found On the Internet 

AI won’t make you smarter

It’ll just expose you faster

Like Gary Vee said about social media

It didn’t dumb us down

It just made the dumb visible

Same with AI

If your entire “value” can be replaced by a prompt?

You never had value in the first place

But if you’ve got real skills

AI removes the admin, the typing, the boring shit

So you can double down on what actually matters

That’s the difference between being exposed

And being enhanced


Todd Getts gets this better than most

Full chat is live now 👇


Links in comments


Peace ✌️


PS – Fun fact: the first chatbot was built in 1966 and people already thought it would replace therapists… still waiting
_________________________________________________

Everyone's chasing "job security"

That magic safety net that doesn't exist

You can get laid off before lunch

Your "permanent" contract can vanish by Monday

And your manager will tell you it's "nothing personal"


While HR reads from a script

You're not secure
You're temporarily tolerated

Because security doesn't come from your payslip

It comes from competence

Knowing how to position yourself
Knowing how to market what you do
Knowing how to persuade people to pay you for it

Those three skills?

That's your real pension plan

You learn that...


You'll stop worrying about being replaced by AI

That's the truth no job title will change


Capeesh? 🤌


PS – The word "career" comes from the Latin carrus, meaning "wheeled vehicle"

Which feels about right

_________________________________________________

How long are you gonna sit there broke, scared, and “thinking about it”?

Because bills get paid every month....
But investing in yourself? 

That’s “too risky”

People don’t freeze because they can’t afford it

They freeze because they’re scared they’ll waste it

Food, bills, Netflix... no problem

But a coach? 
A system?
A chance to flip the script?

Suddenly it’s “what if I lose it?”

Here’s the truth...

You’re already losing it by standing still


The pain is the pitch

And until you see the upside, you’ll keep paying for the downside


Peace ✌️ 


PS – People won’t risk £500 on growth

But will risk £5 on a kebab at 2am

_________________________________________________

Search results for Coaches on LinkedIn

About 4,930,000 results


Search results for Consultants on LinkedIn

About 27,400,000 results


Search results for Founders on LinkedIn

About 9,770,000 results


Pro tip: if your 'niche' has the word "AND" in it...

Then it ain't a niche


Try niches like this instead:

ICF Accredited Leadership Coaches
Registered Trade Mark Attorneys
Veterinary Surgeons


Capeesh? 🤌


PS - Gladiator: what a fucking movie

PPS - Gladiator II, not so much

Most solopreneurs are building their business backwards

They obsess over content and brand

Instead of cash and revenue


Business = money in
Profit out

That’s it

At the start, the ONLY question is:“How do I make money?”

Not:
❌ Do I have enough followers?
❌ Will this go viral?
❌ Should my logo be teal or navy?

You need THREE things:
→ Get attention
→ Get on calls  
→ Get paid

Everything else? Expensive procrastination.

That’s the foundation

Everything else is just wallpaper


Capeesh 🤌


PS – Wallpaper only matters if you’re running an Airbnb

And even then, it's probably covering damp

_________________________________________________

My research process for building a $15k/month business

Slide ➡️ if you dare


Peace ✌️


PS – One of these memes changed my life

I’m not telling you which

_________________________________________________

taplio

The Battle

Marshall Morris

Moe Choice

Followers

Posts

Engagements

Likes

Performance ScoreMoe Choice 's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Marshall Morris

Moe Choice

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Moe Choice 's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMoe Choice 's LinkedIn Performance