A filmmaker chasing financial freedom enters the high-stakes world of online marketing under a millionaire mentor—only to discover that success may come at a deeper cost. This revealing documentary exposes the hype, hustle, and heartbreak behind the digital dream.
In Click the Link Below, Norwegian filmmaker Audun Amundsen takes audiences on a personal and surprisingly intimate journey into the sprawling world of online marketing. With his own financial pressures mounting, Amundsen becomes both observer and participant, paying US$7,500 to join a mentorship programme led by Akbar Sheikh — a charismatic former homeless man who has reinvented himself as a millionaire digital coach.
At first glance, the documentary promises to lift the lid on the booming — and often dubious — world of “contrepreneurs”: self-made success stories who market wealth as both product and proof. Figures like Sheikh, Russell Brunson (of ClickFunnels fame), and Tai Lopez feature heavily, with Amundsen gaining access to the personalities behind the public personas. Many of them appear affable, articulate, and sincere in their belief that financial success is available to anyone willing to hustle hard enough. It’s a world where mindset is currency, and ambition is the only requirement.
Amundsen’s approach is thoughtful, perhaps too much so. Unlike more hard-nosed exposés, Click the Link Below doesn’t launch aggressive takedowns or seek out scandal. Instead, it observes and reflects — allowing the entrepreneurs to speak for themselves, revealing their ideals, their convictions, and occasionally, their contradictions. Akbar Sheikh, in particular, emerges as a compelling figure. He believes in what he teaches, and his motto, “make more, give more,” carries genuine emotional weight. Yet despite this sincerity, Sheikh’s business model remains murky. Even by the film’s conclusion, it’s unclear what Amundsen actually paid for or what measurable benefits, if any, he received.
And that, in part, is where the film falters.
Click the Link Below is strongest when it gives space for reflection — showing how online marketing culture intersects with ambition, self-worth, and identity. But it struggles to tie these ideas into a cohesive narrative. As an exposé, it holds back; as a personal journey, it remains unresolved. The film hints at the pitfalls of online coaching — high costs, low success rates, and blurred accountability — but never fully interrogates them. While Amundsen does push back gently at times, especially during one tense exchange with Sheikh, his tone remains consistently compassionate. He’s more interested in the people than their promises, and while this makes for a humanistic portrait, it leaves key questions unanswered.
Throughout the documentary, viewers are introduced to a range of voices: bestselling authors, digital marketers, psychologists, and critics. These figures provide some welcome context, adding layers of commentary on why these systems thrive and why so many people are drawn to them. However, there’s a noticeable gap: the absence of ordinary success stories. We meet those selling the dream, but not those who achieved it through these methods — or those who didn’t. The result is a film that illustrates the machinery of digital wealth coaching but doesn't fully explore its impact.
One of the most telling observations lies in the way these programmes shift responsibility. When participants fail to ‘10X’ their earnings, the blame tends to fall not on the programme but on the individual’s mindset. This dynamic — where the seller is absolved and the buyer is burdened — is one of the more insidious undercurrents of the online coaching world. And yet, the documentary raises this concern without fully engaging with its consequences. It suggests more than it states, leaving the viewer to connect the dots.
Amundsen himself appears caught between two worlds: the allure of financial independence and his calling as a documentary storyteller. His internal tension is real and relatable, and it gives the film an emotional core. But it also contributes to the film’s lack of narrative direction. Rather than driving toward a specific conclusion or critique, Click the Link Below meanders through its themes — offering snapshots, not a story.
It may be that this is deliberate. Perhaps the lack of clarity mirrors the very industry it depicts: glossy on the surface, vague in substance. The film’s title, after all, evokes the endless call-to-action that drives the online marketing world — an invitation that leads somewhere, but rarely where you expect.
Still, for a documentary that promises to interrogate an industry “built on hype, hustle, and heartbreak,” Click the Link Below remains surprisingly cautious. There are no bombshell revelations, no firm judgments, and no definitive conclusions. Instead, it offers a meditative look at the people behind the personas — and a quiet suggestion that the dream being sold might not be as straightforward as it seems.
In the end, Click the Link Below feels more like the beginning of a conversation than a final word. It’s valuable as a character study, as a reflection on ambition, and as a window into a world where marketing and identity intertwine. But viewers hoping for a sharp takedown of get-rich-quick culture may find it too gentle, too unresolved. Whether that’s a flaw or a feature depends on what you expect from the journey. Just don’t expect to find the answers in the link below.
Directed by Audun Amundsen | 103 mins | Norway | English, Norwegian | World Premiere – In Truth We Trust Category
Screening at the Doc Edge documentary festival, in Auckland, Wellington, Christchurch and online from 25 June.