Show Notes

Air Date: 1/31/2023

Will You Really Make Money by Doing What You Love?

“Do what you love, and the money will follow.” But will it? Michael Katz used to be a big believer in this theory but now he’s not so sure. In this episode, Michael talks about the two parts of his career: the first part where he had unfulfilling jobs and the second part where he developed his own business. Specializing in email newsletters, Michael explains the importance of doing what you are good at and being likable to your target audience. Michael connects the topics discussed in the episode by explaining that growing a career out of something you are good at is the key to loving what you do and being able to make money doing it.

3:30 – Michael describes the two parts of his career, before and after founding Blue Penguin.

6:32 – Michael talks about why e-newsletters are still valuable.

12:43 – Michael explains how e-newsletters and social media can work together.

14:50 – Michael compares being likable and being good at what you do.

21:50 – Michael shares his new theory of making money by doing what you love, including the critical component of being good at what you do.

26:33 – Michael talks about the highs and lows of entrepreneurship.

28:14 – Michael shares a book that has been helpful to him.



“What I think is a better approach, actually, is to figure out: What are you really good at? That’s hard, too, for a lot of people because again, it’s not usually ‘I can play the guitar or play basketball’ as a thing that I’m the best at.” – Michael Katz, Chief Penguin at Blue Penguin



Listen to Michael’s first episode on The PR Maven® Podcast.


The Likeable Expert Gazette

“The Likeable Expert” by Michael Katz

“Company of One” by Paul Jarvis

Stephen Church


About the guest:

An award-winning humorist and former corporate marketer, Blue Penguin founder and Chief Penguin, Michael Katz, specializes in coaching professional service firms and solos in improving their marketing.

Since launching Blue Penguin in 2000, Michael has been quoted in The Wall Street Journal, The New York Times, Business Week Online, Bloomberg TV,,, USA Today, and other national and local media.

He is the author of four books and over the past 20+ years has published more than 500 issues of “The Likeable Expert Gazette,” a twice-monthly email newsletter and podcast with 6,000 passionate subscribers in over 40 countries around the world.

Michael has an MBA from Boston University and a bachelor’s degree in psychology from McGill University in Montreal. He is a past winner of the New England Press Association award for “Best Humor Columnist.”


Looking to connect: