There is a collective in Brazil called Soberana. They have a lot of presence in online spaces, and they are Marxist-Leninists. They employ no one, they help each other but they each acts as an “independent” propagandist. They don’t need to make a profit as an organisation to survive. The efforts and works of each member, directed in tasks, is what keeps the collective going.

Each individual might or might not try to make a living out of producing propaganda, but it’s not a profit incentive as they are just laborers making money off their work. Their incentive is to survive.

I understand JT was explaining his reasoning, but it falls short of what he espouses. Sure his private company needs to make a profit to survive. This profit is the direct surplus value from the employees’ labor. Before he had a private company with a profit motive, his only incentive was to survive within the system as a worker. He has completely different incentives as a business owner, diametrically opposed even, no? That’s the whole basis of class, his material incentives are now different. Would he sacrifice the business he’s been growing for years because of ideology? Perhaps, but it’s more likely he’d sacrifice ideology for the business instead.