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Hey honeys and hustlers,
What if the secret to building a thriving creative business isn't hiring a stranger with an impressive resume—but partnering with the person who already knows you better than anyone else? I've been noticing a trend that challenges conventional workplace advice: hiring your spouse. Previous podcast guest Chisa Pennix-Brown and her husband were featured in The Triangle Tribune, which reminded me of other married duos who have grown their businesses exponentially once they started working together as a team. While many people will warn against mixing business with pleasure, a remarkable number of successful creators have found that their romantic partner isn't just their life companion—they're also potentially their perfect business partner. However, I’ve also seen, interviewed, and worked with many couples who didn’t last romantically, but the business still thrives in their separation.
I do think that when you find someone who shares your vision, values, and work ethic, the results can be extraordinary. In today’s article, I want to explore some husband-and-wife teams who've turned their partnerships into thriving creative businesses.
Here’s a message from the folks who help keep the lights on.
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Content creator couples can start in two different ways: they can start the business together, or someone can hire their partner once the business takes off.
Linus Sebastian and his wife, Yvonne, didn't just build a YouTube channel—they built a media company. Yvonne serves as a key executive in Linus Media Group, handling operations while Linus focuses on content.
Jon Youshaei, a former YouTube and Instagram employee turned creator educator, works alongside his wife to build content that helps creators grow.
Matthew Patrick (MatPat) of Game Theory fame has often credited his wife Stephanie as an integral part of his success. She's been involved in the business side of their channels and has appeared in content, showing that behind every great theorist is a great partner. They are no longer the co-founder of The Theory Team and are still married.
Johnny Harris started his video journalism YouTube career solo after leaving Vox, then promptly hired his wife to help keep him organized as he scaled up. They’ve since co-founded NewPress and helped other video journalists enter the YouTube space.
Garrett and Jessica Gee turned their family adventures into a full-time career via The Bucket List Family. What started as documenting their travels became a business empire that raised $10M for a syndicated show, proving that they can build something extraordinary while creating memories with their children.
Jay Clouse of Creator Science made the intentional decision to hire his wife in 2024. They also brought their first child into the world last year. He briefly said on a podcast that the decision came down to the money; they could continue working separately, or put all their eggs into one basket (The Lab), which is their biggest source of revenue.
Kiersten and Julien Saunders built Rich & Regular to share their journey to financial independence. Their shared mission to help others achieve financial freedom has resonated with thousands of readers and followers.
Becki and Chris have built their creative business on the foundation of their relationship, interior design, and helicopter adventures. Chris still works as a full-time radiologist and is no longer making videos with Becki on the channel they collectively grew to 380K subscribers. They are still married.
Why It Works (When It Works)
When you're already aligned on life goals, aligning on business goals may feel natural. You’re working with the understanding that you're building toward a shared future. You're both invested in its success. Marriage requires communication and trust. When you bring those skills into business, you have a foundation that's hard to replicate with traditional employees or co-founders. The best partnerships happen when each person brings different strengths to the table. One might be the face of the brand while the other handles operations, strategy, or production. Having your spouse as your business partner means a built-in understanding when family needs come first.
Of course, working with your spouse isn't for everyone, and not every couple survives a business partnership (or vice versa). My main concerns would be:
If we join as business partners after marriage, will we be able to agree fairly and respectfully form a post-nuptial agreement (I looked it up, this exists) on what happens with the business if we divorce?
Sometimes the best brainstorming may happen over pillow talk. Sometimes, not all arguments happen in private spaces. How does the closeness of our relationship affect the people we work with?
Can we disagree professionally without it affecting our relationship?
Do we have complementary work styles or the willingness to adapt to each other? (Night owl, reporting for duty.)
Are we secure enough in ourselves to have and maintain separate identities and responsibilities within life and the business?
Do we have a strong relationship foundation that can withstand the added pressure of running a business together? It’s not easy running a business solo, let alone with another person, even if you enjoy group projects.
Would you work with your partner? Something to ponder on this slow Saturday. Enjoy the weekend!
💡Whenever you’re ready, here are a few ways I can help you get the most out of this community.
Book a 1:1 consultation. Get personalized feedback on your creative projects and business.
Purchase a digital product. The waitlist for my newest paid product, CommunityOS, is available now.
Buy me a book. Not literally, but figuratively. The tip jar is open on BuyMeACoffee.
Join the creator database (it’s free). It’s the easiest way to meet other folks in this community and get hired for projects.
