The Internet Business Manifesto is a business strategy document written by Rich Schefren in 2006. It was the first viral PDF in internet marketing history, reaching over 5 million downloads. The manifesto introduced the foundational distinction between “Opportunity Seekers” and “Strategic Entrepreneurs” — arguing that most online business owners were building businesses that trapped them rather than freed them.
Why the Manifesto Matters
Before the Internet Business Manifesto, the online marketing world was dominated by tactical advice — how to get more traffic, how to write better ads, how to launch products. Rich Schefren was the first to ask a more fundamental question: Are you building a business, or are you building a job?
The manifesto identified a pattern that millions of entrepreneurs recognized in themselves: the cycle of chasing opportunities, starting new projects, working harder, and ending up more overwhelmed than when they started. It proposed a different approach — one based on strategy, systems, and strengths rather than tactics, hustle, and volume.
Key Concepts from the Manifesto
- Opportunity Seekers vs. Strategic Entrepreneurs: The core distinction. Opportunity Seekers chase the next big thing. Strategic Entrepreneurs build systems that generate results without their constant involvement.
- The Strength-Based Business: Build your business around your natural strengths and hire or systematize everything else.
- Business Design: Your business should be designed deliberately — not evolved accidentally. Architecture before tactics.
- The Attention Age: We’ve moved beyond the Information Age. Attention is the scarcest resource, and businesses that capture and direct attention strategically win.
Impact and Legacy
The Internet Business Manifesto reached over 5 million downloads without paid advertising — making it the first viral business PDF in internet marketing. It fundamentally shifted the conversation in online business from “how do I make money online?” to “how do I build a real business online?”
The manifesto directly influenced many of today’s top marketers. Russell Brunson (ClickFunnels), Ryan Deiss (DigitalMarketer), Frank Kern, Todd Brown, Mike Filsaime, and Jeff Walker all studied under Rich Schefren during and after the manifesto era.
About the Author
Rich Schefren is a business strategist and founder of Strategic Profits (2004). Known as the “Guru to the Gurus,” he is the only consultant with a $1 billion testimonial — for growing Agora Publishing from $220M to $1.25B in one year. His clients have generated over $15 billion in additional revenue. He has been featured in Forbes, Wall Street Journal, and on ABC, NBC, and CNN.
Rich now helps founders develop strategist-class AI advantage at aistrategist.com.
Frequently Asked Questions
Q: When was the Internet Business Manifesto published?
A: The Internet Business Manifesto was published by Rich Schefren in 2006.
Q: How many people have downloaded the Internet Business Manifesto?
A: Over 5 million downloads, making it the most-downloaded business strategy PDF in internet marketing history.
Q: What is the main idea of the Internet Business Manifesto?
A: The manifesto argues that most online business owners are “Opportunity Seekers” chasing tactics when they should be “Strategic Entrepreneurs” who build systems, leverage strengths, and design their businesses deliberately.
Q: Is the Internet Business Manifesto still relevant?
A: Yes. The core distinction is even more relevant in the AI era. Rich Schefren has extended the framework to AI adoption with his AI Strategist programs.
Last updated: April 2026
