When Make Millions and Make Change: Secrets to Business and Personal Success was first published in 2006, Mike Mann was already well-known in the domain industry and the early internet business landscape. Nearly two decades later, the book still resonates in many ways, but some elements read differently in today’s digital economy.
I would love to have the hardcover version of this on my office bookshelf, but I had to settle for the Kindle version. Mann’s work is part autobiography, part how-to manual, and part call to arms. It blends his entrepreneurial journey—from flipping domains to building large-scale businesses—with his conviction that financial success should be paired with social impact. For domainers and entrepreneurs navigating 2025’s opportunities, revisiting this book offers both timeless lessons and insights that need to be reframed for today’s realities.
Who Is Mike Mann?
Mike Mann (see an older interview I did with him) is best known as the founder of BuyDomains.com, which became one of the largest secondary domain marketplaces in the world. He also launched DomainMarket.com, SEO.com, Phone.com (another interview I did), and numerous other ventures. Beyond business, he founded GrassRoots.org, a nonprofit dedicated to providing free technology services to charities.
As FearlessLeaders.com summarized:
“GrassRoots.org (501c3) which provided a variety of free services and tools to thousands of other 501c3 charities for about ten years. Eventually larger organizations were able to provide greater scale and efficiency offering similar services.”
GrassRoots.org is no longer active, but its history is important for understanding Mann’s philosophy: success in business should fuel generosity and systemic change.
Core Philosophy: Make Millions and Make Change
The book is anchored in two imperatives:
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Make Millions – Build scalable businesses, take calculated risks, and pursue ambitious goals.
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Make Change – Use that success to improve society, especially through philanthropy and service.
One of the book’s most provocative and memorable concepts is Mann’s assertion that entrepreneurs should strive to be “machines.” This isn’t a call for robotic behavior, but rather a framework for systematic, consistent action in the face of uncertainty and setbacks. While others wait for inspiration or perfect conditions, successful entrepreneurs develop machine-like consistency in their work ethic and decision-making.
This philosophy permeates every aspect of the book’s advice. Mann even advocates for what he calls “zero-based budgeting of the mind”—a mental framework that requires entrepreneurs to constantly reevaluate assumptions and approaches rather than relying on conventional wisdom. For anyone stuck in outdated business thinking, this idea alone justifies picking up the book.
The machine metaphor also connects to Mann’s views on persistence and patience. He frequently references his “10-year rule” for domain investments: if there are at least three companies that could realistically use a particular domain, patience will eventually pay off. This long-term perspective contrasts sharply with the instant gratification promised by many business guides, reinforcing Mann’s insistence on consistency, persistence, and scale.
Lessons That Still Matter Today
Even though the book came out in 2006, many of its core messages remain directly relevant:
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Scale is essential. Mann stresses the need to think big, use systems, and build repeatable processes. This principle underpins not only domaining but also modern SaaS businesses, AI-driven platforms, and online marketplaces.
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Persistence beats raw talent. Success often comes down to grit and long-term patience—a truth domainers know well when holding names for years before the right buyer arrives.
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Branding is the foundation. Mann’s insistence on the power of branding is more relevant than ever. In an age of short attention spans and crowded markets, the right domain name and brand identity remain priceless.
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Calculated risk is necessary. Many opportunities are missed by those unwilling to act decisively. This advice carries weight in 2025, whether applied to domain auctions, crypto assets, or early-stage startups.
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Efficiency and automation matter. Mann was ahead of his time here. His push for automating repetitive processes foreshadows today’s reliance on AI, CRMs, and workflow automation tools.
What Feels Dated
Of course, some of the book reflects the internet business environment of its era:
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The exact domain strategies. In 2006, massive portfolio accumulation was easier, with far less competition. Today, the aftermarket is more efficient, and carrying costs have made “owning thousands of names” less accessible to new entrants. The principle of scale remains true, but the tactics need adjustment.
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Tech service examples. Mann’s references to web hosting and early online services feel rooted in their time. In 2025, low-cost, no-code platforms and cloud providers offer nonprofits and small businesses tools that dwarf what was possible then.
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The charity model. GrassRoots.org was groundbreaking, but its eventual sunset highlights how models must evolve. Today, groups like TechSoup and enterprise-backed programs provide support at greater scale than Mann could sustain with a single nonprofit.
Style and Voice
Mann writes in a conversational, sometimes blunt manner. Just as he does in his Twitter feed. It isn’t polished like a Harvard Business Review case study, but it feels authentic. It reads more like advice scrawled in a mentor’s notebook—direct, unfiltered, and designed to spark action. That immediacy remains part of its charm.
The Legacy of GrassRoots.org
GrassRoots.org is an important thread in Mann’s story because it shows how his philosophy extended beyond theory. For about a decade, the nonprofit helped thousands of charities build websites, improve marketing, and gain access to digital tools. At its peak, it had over 5,000 volunteers and provided tens of millions of dollars in in-kind aid.
While the organization eventually shut down, overtaken by larger groups that could deliver services with more efficiency, its legacy endures as an early model of tech-enabled philanthropy. It’s a reminder that entrepreneurial energy doesn’t have to stop at profits—it can drive meaningful change in the nonprofit sector as well.
Relevance for Domainers and Entrepreneurs in 2025
The strongest parts of Mann’s message are evergreen:
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Think bigger than the average player.
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Treat domains and businesses as assets, not hobbies.
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Automate wherever possible.
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Be bold enough to invest in great brands.
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Use success to lift others.
Domainers reading in 2025 will need to adapt the tactics, but the mindset Mann outlines—relentless persistence, branding obsession, and a sense of mission—remains just as crucial today.
Recommended?
Nearly twenty years after publication, Make Millions and Make Change is still worth reading. It offers a raw and unpolished but highly authentic look at the mindset of one of the domain industry’s most successful entrepreneurs. While the internet landscape has evolved, the lessons about branding, persistence, risk-taking, and social responsibility are timeless.
GrassRoots.org may no longer exist, but its story illustrates both the power and the limits of entrepreneurial philanthropy. Mann’s central challenge—to use wealth not just for personal gain but to make the world better—is a message that endures in 2025.
For domainers, the book is a reminder that domains aren’t just digital real estate. They are the foundation of brands, businesses, and impact. Mann’s example urges us to keep thinking bigger—about both profits and purpose. And Mike keeps giving back, as you can get a free PDF or audio version at makemillions.com