Revenue Streams Assessment
Score every revenue stream and concentrate on natural momentum
- Difficulty
- Moderate
- Time to result
- ~weeks to results
- Steps
- 6
- Confidence
- 96%
The Revenue Streams Assessment replaces vague enthusiasm for multiple income streams with a comparative scorecard. List each stream, then examine how long it has operated, total revenue, stress caused, enjoyment, energy required, natural momentum, and opportunity for future growth. The winning stream is not automatically today's largest. A smaller line may deserve focus if it is accelerating with less effort, creates less stress, is more enjoyable, and has greater upside. Use the combined signal to choose one primary engine, pause distractions, and concentrate scarce people, money, and attention. The output is a deliberate resource-allocation decision designed to turn emerging momentum into one exceptional stream before later diversification.
Origin
Rory described using this assessment with Brand Builders Group's first client, Lewis Howes, who had 17 revenue streams before concentrating on podcasting.
Core principles
- 01Early wealth usually comes from one exceptional engine
- 02Natural momentum matters more than the largest current revenue line
- 03Stress and enjoyment affect strategic sustainability
- 04Concentrated resources increase the chance of breakout
How to run it
- 1
Inventory streams
Write down every active source of revenue, including side projects that consume meaningful resources.
Pro tip Include streams that generate little revenue but substantial work.
- 2
Score history and revenue
Compare how long each stream has existed and how much total revenue it has generated.
Watch out Do not compare raw revenue without considering maturity.
- 3
Score human cost
Assess stress, enjoyment, and the energy each stream requires from the team.
Pro tip Use observed workload rather than aspiration.
- 4
Score momentum and upside
Identify which stream is growing most naturally and has the strongest future opportunity.
Pro tip Look for winning while trying the least.
Watch out Low effort alone is not enough without demand.
- 5
Choose one engine
Select the stream with the strongest overall signal rather than preserving every option.
Watch out Endless scoring can become avoidance of a decision.
- 6
Reallocate and review
Pause competing streams, move resources to the winner, and review whether momentum strengthens.
Pro tip Define a review date before reallocating.
In the wild
Lewis Howes had 17 revenue streams and earned most of his money from courses. The assessment showed that his smaller podcasting activity had the most momentum, required the least energy, caused the least stress, was the most fun, and offered the largest future opportunity. Brand Builders Group recommended shutting down the other streams and going all in on it.
→ Podcasting became the concentrated core of his business and brand.
Common mistakes
Choosing only by current revenue
A mature but draining stream can hide a smaller engine with much stronger momentum and upside.
Keeping every option alive
The scorecard creates no strategic benefit unless resources actually move toward the winner.
Is it for you?
Best for
It is best for founders juggling multiple offers or business models before any one has become dominant.
Not ideal for
It is not ideal for a mature company diversifying from a proven, well-resourced core for explicit risk management.
From the transcript
“one of the exercises we take people through is called the revenue streams assessment”
“which how long have you been doing them you know what's the total revenue how much stress is it causing you how much no natural…”
“podcasting is the thing that is most taking off with the least amount of energy uh causing you the least amount of stress that is…”
From the episode
Rory Vaden: How I’ve Helped Top Business Influencers Build Their Personal Brands
Rory Vaden