We’ve all been there. It’s 11:00 PM on a Tuesday, and you’re staring at a spreadsheet, a half-empty cup of cold coffee by your side, wondering if your "side hustle" has actually become a second full-time job.
The dream was simple: build something of your own, gain a little financial freedom, and maybe—just maybe—reclaim your time. But for most of us, the reality of entrepreneurship feels more like a treadmill than a luxury cruise. We trade our 9-to-5 for a 24/7. We become the bottleneck, the customer service rep, the shipping department, and the visionary all at once.
But what if I told you there’s a different way? What if your business could not only survive without you but actually grow while you’re sleeping, traveling, or simply enjoying a quiet afternoon with your family?
Recently, CNBC MAKE IT featured a story that stopped us in our tracks. It’s the story of Mike Odell, the CEO of Legit Kits, and his journey to building a side hustle that eventually ran itself. It’s a masterclass in business automation, scaling, and the psychological shift required to go from a "solopreneur" to a true CEO.
The Spark: Finding the "Legit" Opportunity
Every great business starts with a "why," and Mike Odell’s was rooted in a community he deeply respected: quilters. Now, if you aren't in the quilting world, you might think it’s a quiet, slow-moving hobby. In reality, it’s a multi-billion-dollar industry filled with passionate creators.
Mike noticed a gap. People wanted to create complex, stunning, museum-quality quilts, but the process of sourcing fabrics, following intricate patterns, and staying organized was overwhelming. He launched Legit Kits to provide high-end, all-in-one kits that took the guesswork out of the craft.
But here is where the story gets interesting. Most people would have stopped there, happy to pack boxes in their garage for a few extra thousand dollars a month. But as CNBC MAKE IT reported, Mike had a different vision. He didn't want to build a job for himself; he wanted to build an asset.
The Philosophy of "Exit" From Day One
The biggest mistake most side-hustlers make is building a business that is entirely dependent on their own physical presence. If you don't show up, the business doesn't move.
Mike Odell took a different approach. He built Legit Kits with the "exit" in mind—not necessarily because he wanted to sell it, but because he wanted to be optional. Quoting CNBC MAKE IT, the focus was on creating a business structure that could operate independently of its founder.
This requires a radical shift in mindset. You have to stop asking, "How do I do this?" and start asking, "How can this be done without me?"
Phase 1: The Power of the SOP (Standard Operating Procedure)
If you want to scale a small business, your best friend isn't a new marketing tactic or a flashy website; it’s a document. Specifically, a Standard Operating Procedure (SOP).
Mike realized early on that if he was the only person who knew how to quality-check a kit or respond to a specific customer inquiry, he would always be tethered to his laptop. He began documenting every single repetitive task.
By creating a "playbook" for Legit Kits, Mike did something revolutionary: he turned his individual genius into a repeatable system. This allowed him to hire help and, more importantly, trust that the help would perform at his level.
Pro-Tip for Your Side Hustle:
Start a "Live Document" today. Every time you perform a task that you'll have to do again next week, record a quick Loom video or write down the steps. Congratulations—you just started your business's manual.
Phase 2: Embracing Business Automation
We live in the golden age of passive income tools. In 2025 and 2026, the barrier to entry for automation has never been lower. Mike utilized modern e-commerce platforms to handle the heavy lifting of sales, inventory tracking, and shipping logistics.
Automation isn't just about robots; it's about software that talks to other software. It’s about:
Email Marketing: Nurturing customers while you sleep.
Inventory Management: Alerting suppliers before you even know you're low on stock.
AI Customer Support: Answering 80% of common questions instantly, leaving only the complex issues for a human touch.
By leaning into these technologies, Mike ensured that the "engine" of Legit Kits kept humming 24/7, regardless of his time zone or schedule.
Phase 3: The Art of Delegation (And Letting Go)
This is the hardest part for any founder. Your business is your baby. You’ve put your blood, sweat, and tears into it. Letting someone else handle your customers or your product feels like a risk.
But as Mike Odell’s story shows, delegation is the only path to freedom. He didn't just hire people to do tasks; he hired them to own outcomes. When you empower a team—even a small, remote, or part-time one—to make decisions based on your SOPs, you buy back your life. Mike’s ability to step away from the daily "grind" allowed him to focus on the "vision." Instead of packing boxes, he was thinking about the next five years of the industry.
Why This Resonates in 2026
The landscape of work has changed. We no longer value "busyness" as a badge of honor. Today’s most successful entrepreneurs are those who value time-wealth over just "hustle."
Mike Odell’s journey with Legit Kits is a beacon for anyone looking for side hustle ideas that don't end in burnout. It proves that you can take a traditional, "hands-on" hobby like quilting and apply high-tech, high-efficiency business principles to it.
Whether you are looking to build a digital empire or a physical product brand, the core lessons from CNBC MAKE IT's profile remain the same:
Identify a Niche: Find a community that is underserved.
Systematize Early: Don't wait until you're overwhelmed to write your SOPs.
Automate the Boring Stuff: Use technology to free up your brainpower.
Value Your Time: Remember that you are the architect, not the bricklayer.
Final Thoughts: What’s Your "Legit" Dream?
Mike Odell didn't become a successful CEO overnight. It took discipline, a willingness to learn, and the courage to stop being "the doer." But today, he stands as a reminder that the "holy grail" of a self-running business is actually achievable.
You don't need a million dollars in VC funding to start. You just need a system.
We often look at these success stories and think, "I could never do that." But Mike started exactly where you are—with a passion and a side hustle. The only difference is that he chose to build a bridge to freedom rather than a cage of responsibilities.
As you look at your own goals for this year, ask yourself: "Is my business building a life for me, or am I building a life for my business?"
It’s time to stop working in your business and start working on it.
