The Biggest Thing Stifling Your Growth

Nov 19, 2022

Read time: 5.5 minutes

Your addiction to new is suffocating your growth and reducing the amount of impact you're having.

Every week I talk to people who want to.......

Do work that's positively impacting others.
Build + grow their own successful thing.
Have freedom over their schedule.
Not have to worry about money.
Make their kids/parents proud.

They all have the same goals, but unfortunately, only a few ever get there. The hardest part for me to see is that many of them have the ingredients to succeed and are on the path, but their addiction to the dopamine hit they get from chasing something new is holding them back.

What does that looks like?

  • Being afraid of "business monogamy".
  • Avoiding the boring work that needs to get done.
  • Thinking the magic answer is in creating yet another offer.

I'm going to show you how you can overcome these so you can get the impact, success, and freedom your passion and hard work deserves.

Get Unreasonable Awesome at Helping One Group

Someone who was struggling to get traction with their coaching recently asked me if I thought they should switch who they were helping since things "weren't working". I asked them how long they'd been focused on serving this particular group? Three months.

They'd made a drastic switch from another industry and were wanting to throw in the towel because they weren't swimming in business after only 12 weeks.

If you want clients knocking on your door looking to throw their money at you for help, you have to know them and their problems almost better than they do. That's hard to pull off in a matter of weeks. I'm not saying it's impossible, but it would require an intense single-minded approach of studying comments on YouTube, analyzing book reviews on Amazon, lurking in relevant FB groups, and interviewing loads of people.

Even then, it would all be academic in nature until you spent time serving this crew to see first hand where they struggled.

It takes front line experience to know the difference between what people think they want and what they actually need. The real learning happens on the field when you're getting your hands dirty.

I've turned down five figure opportunities to help organizations with their messaging, content, and organic marketing strategies. Why? The challenges that stop them from having interesting messaging that deeply connects with their clients are much different than my individual entrepreneurs.

It's competing egos vying to put their stamp on things. It's multiple decision makers who take turns watering everything down until it's so bland that you could put a competitor's logo on it and you wouldn't know the difference.

Could I figure out how to navigate this and help them get decent results? I believe so. But I'm insanely confident about the outcomes I can help solopreneurs achieve.

I know their world 

I live in that world.

And I've helped so many people in their exact circumstances.

All the frameworks + tools that I've developed to help people unlock their magic, tap into their unique talents, and easily create content that attracts Dream Clients have been made with them and their specific nuances in mind. Give me a coach or consultant who is doing impactful work and I know the milestones. I've been through the hiccups.

I know the bumps on the road that we'll have to dodge on the way to the outcomes they're after.

When you're willing to choose depth over variety, you can get unreasonably awesome at helping one group of people. When that happens, you can help people get better results, charge more for what you do, and feel confident doing so.

Obsess Over Improving One Offer

There's a submarine sandwich place near us that's also a coffee shop, a bar, and a spot for internet gaming. Every time I go by, there's a new sign in the window for the seemingly random additional thing they've added to the list. Once it was Western Union services, now it seems they're really pushing this internet gaming angle.

Their menu includes fish and chips, donuts, chicken wings, and lottery tickets. What are the chances that they're known as the absolute best in the city for any one of those food items? Highly unlikely.

It means they're stuck competing with everyone else in town on one thing only: price.

Now let's look at a different restaurant. Before my partner Melissa and I went to Italy in September, multiple people recommended one particular pizza place in Napoli: L'Antica Pizzeria da Michele. They talked of its history and raved about how delicious the pizza was.

"It's the best pizza in the world," said one person.

My anticipation was huge. The line when we got there was even bigger. We waited more than an hour before getting to place our orders and another 60 minutes passed before our pizzas were ready.

Under no other circumstance would I ever wait over two hours for a pizza.

No freaking way.

But the reputation of this place was immense and I was sold on having to try it myself. It lived up to the hype. It's the most delicious pizza I've ever had.

They have the power of referrals and of word of mouth working in their favour with only two types of pizza on the menu: Marinara and Margherita. This is the impact of obsessing over only one offer.

Let's go back to the submarine shop. What if, instead of focusing on so many things and constantly adding new, somewhat disjointed offerings, they had spent a couple decades perfecting their recipe for any one of the foods they serve. Obsessing over the ingredients, experimenting with preparation methods, and tweaking the experience based on client feedback to constantly make it better?

What would be their chances of having some of the most talked about wings in town, or fish and chips that people gladly lined up for, if that's what they chose to focus on? Exactly.

You can keep constantly coming up with different offers, hoping the next one will "finally be the one" that gives you the impact and freedom you desire, or you can obsess over improving one incredible thing that you'll be known for.

It's a choice.

Do the Mundane Work

The path of obsessing over improving one offer and getting unreasonably awesome at helping one group comes with a requirement: the willingness to do the mundane work.

Earlier this year I realized that some of my clients were struggling with creating awesome messaging and content, even after I gave them modules and frameworks to follow. They needed more hands-on help.

So I adjusted what my 1:1 services included and started taking on more of a partner approach that has me co-creating, tweaking, and reviewing kickass messaging WITH my clients. The results have been awesome both for my clients and me.

Getting deep into the details with them gave me the perspective I needed to tweak, refine, and build tools that make it easier for people to get better results on their own.

Ask yourself:

  • What patterns are you seeing?
  • Where do your clients most commonly trip up?
  • What resources could you create to make their lives easier?
  • What could you add, tweak, or shift to help them get better or faster results?

I'm not going to pretend that iterating on something that already exists is exciting. The dopamine hit you get from starting something new is way more thrilling. But the level of growth, impact, and freedom you want is all on the other side of doing the mundane work of refining and improving.


When you're ready, here's three ways I can help you:  

1. Coming soon: Creating Loads of Kickass Content that You're Proud of with ease (video course).

2. Only spot available + one more opening in January. Inquire to work with me 1:1 here.  

3. Get my best-selling book, Die Before They Do, here.

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