Graham Cochrane (00:02.168)
The economy right now is splitting into two very different worlds. And depending on which world your business is positioned for, you're either about to have the best year of your life or the hardest. So today, I'm gonna show you exactly what's happening, why the middle is the most dangerous place to be right now, and the three steps you need to take to make sure your business is on the right side of this divide. Now stay with me because point number two,
is the most. Stay with me because point two is one of the most
Now stay with me because point two is the one most business owners get completely wrong and it might be costing you more than you realize.
Graham Cochrane (01:15.47)
So you might have heard the term thrown around a lot in recent weeks and months, the K-shaped economy. The idea of the K-shaped economy is like the letter K, where you've got the hard line and then the sort of splitting lines, one going up and one going down. This is what economists and experts are seeing. They're seeing not just one economy or even three distinct classes anymore. They're really seeing two emerging classes.
You've got people who are doing very, very well in this economy and people who are doing very, very poorly in this economy. And this was true last year. This is becoming really true right now with the war in the Middle East and prices and inflation. It's been happening slowly but surely over the last five to six years, honestly, since the pandemic. But this is the hot topic right now is the K-shaped economy. What do we do with this? I was literally listening to...
Wall Street Journal report today where they were interviewing the CEO of Starbucks talking about How he's approaching the K shaped economy and their strategy what Starbucks is doing right now lines up with what I'm about to share with you So more on that in a minute, but here's the idea is There is becoming a bigger and bigger gap between high earners People who own assets who therefore have more wealth and then everyone else. Okay, so the people with a lot of wealth and a lot of
high income potential, their wealth and their income is accelerating. There's no cap to it. And that's reshaping, buying trends, it's reshaping the economy. Recent data shows that the top 1 % of America controls 32 % of the wealth. Now this is just data, this is not a political statement, so don't get up in arms about it, just look at the facts, right? Just like if I told you that your business is on the down,
and you're struggling because of X, Y, and Z, you wouldn't get defensive, hopefully, or emotional. You would just say, Grams is pointing out the facts of my business. Let's address those facts, work with those facts, and let's change my business. It's the same with the economy. So 1 % controls 32 % of the wealth, and you see real world proof with this. see companies like Delta going all in on selling more first class and premium economy cabin products like Comfort Plus, First,
Graham Cochrane (03:38.073)
Delta One, they're rolling out new planes that have even more first class seating and more lay flat bed Delta One seating because the demand is strong for these very expensive and premium products. While at the same time, people feel like they're more pinched than ever. Well, it depends on which economy and which class you're talking to. The K shape is happening. People are making more than ever and then people are making less than ever and struggling. And so this is the reality of what's happening. Chipotle.
has literally come out said they are targeting high earners. Chipotle, which is considered a fast casual brand, meaning it's not fast food like McDonald's or Burger King, but it's not a fancy sit down restaurant. They are making the decision to pursue the high earners. And at the same time, discount stores, the Dollar Generals, the Family Treat, like all these stores that discount, Walmarts, are doing better than ever.
So you've got premium positioned brands doing better than ever and doubling down on their premium offerings and you've got discount stores doing better than ever. They're all thriving. Both of those worlds are thriving. You know who's not? The middle. The middle is collapsing. The middle is dying. There aren't really people in the middle anymore. So if there aren't people in the middle,
Why are you selling to those people? That's what I want to talk about today. If you're selling to those people, you're going to be in big trouble and we'll get to that in a second. But the first step to winning in this K-shaped economy from here on out is to read the room. You need to read the room. You got to look around, not at what you want the world to be like, not at what you thought the world was like 10 years ago, not at what you hope the world could be. Read the room.
for how it actually is. Look at the economy for how it actually is and make decisions with your business and your personal finances to fit the reality of our world. Think about a sailor. If you're a good sailor, and I am not, but if you are a good sailor, you don't complain about the wind. You don't say the wind shouldn't be blowing this way, or there should be more wind.
Graham Cochrane (06:02.454)
Or there's too much wind. You don't complain about the wind because it's pointless. It's irrelevant. A good sailor reads the wind and adjusts his sails. The wind is out of the sailor's control. Adjusting the sails of the ship is within his control. The economy is out of your control. But reading the room of the economy and adjusting your business to thrive in the current economy is within your control. Does this make sense?
I want to speak to two groups of people right now. Number one, is the brand new beginner business owner, be very careful who you're getting your business advice from. Be very careful who you're choosing to coach you. Is this person winning in the current economy or did they win a long time ago?
I'm not saying just because they went a long time ago they can't add value to your life today. That's not entirely true. But you want to make sure that the principles and strategies that you're being taught actually work in today's economy, not yesterday's economy. And then the second group of people I want to talk to is the person that you've been in business for five, 10, 20 years, and you're still doing business the way you did it five, 10, 20 years ago.
I understand why you want to do it that way because you're probably good at it and it probably worked at one point, but let me ask you point blank, is it working right now? Are you getting the same results you once got? If you are, if you're still winning, then keep running that play. The six most important words in business, this is what I teach my clients every day, is do more of what is working. So if it's working, don't break it. But if it's not working, can we be honest, maybe the play you're running or the way you were positioning your brand or the way you were serving people or the way you were pricing things,
worked ten years ago but it's not going to work in today's k-shaped economy.
Graham Cochrane (08:01.782)
If we can be honest with ourselves and read the room, I think we can win. In fact, I know we can win. I know because I'm winning in this economy, my clients are winning in this economy, lots of people are winning in this economy, but at the same time, there's a lot of people losing in this economy and a lot of people complaining about the wind, which does you no good. So just decide and put a stake in the ground and say, I will not be a sailor that complains about the wind, I'm going to adjust my sails.
to the wind that exists. So I'm not gonna complain about the economy. I'm not gonna complain about, it's always worked. If it's not working anymore, I'm going to pivot the sales of my business as much as I need to in order to win in this economy because the number one rule of business is to stay in it long enough to win. So can we talk about this? What happens when you have a K-shaped economy? What happens when you have people who have more money than ever to spend?
and people have less money than ever to spend.
This is what most people do, and this is I don't want you to do. They, when business feels hard, and I see this time and time again, when business feels hard, most entrepreneurs do the worst thing. They lower their prices. So here's step two for you. I want you to not only read the room, I want you to reject the race, and by that I mean the race to the bottom. The moment there was a pandemic, people around me, my clients included, wanted to discount their prices.
That was the worst thing you could possibly do because what happened was the most opposite thing we thought would happen is even in a global pandemic where people couldn't work, guess what happened? People spent more money than ever. Why? The government gave them money. The government printed money. The government paused student loans. The government did all kinds of crazy stuff. And there was more money made and more money spent in the two to three years post pandemic, in the middle of pandemic than the two to three years.
Graham Cochrane (10:01.942)
just prior to it. And I know, because I've been selling online since 2009. Okay, I've been selling courses and coaching and membership sites and communities, right? We were making tons of money before COVID and I thought we were living large and then COVID happens and we make even more money. Not because we lowered our prices, because we held firm and added value. So the real danger though, see, here's what most people do. They see,
the K-shaped economy and they assume, well, I'm just gonna have to lower my prices because people don't have a lot of money. And that might be the people around you. Be very careful whose worldview and whose perspective and whose real lived experience determines your global view of all people. Meaning, if your broke friends are complaining because life is hard and avocados are expensive and gas is expensive and I'm not trying to put anybody down, I'm just trying to be real talk. Can we just have real talk, you and me today?
If your broke friends are complaining about the economy, the worst thing you could do is assume that those broke friends represent all your buyers. They don't. At best, they represent half of the people in this economy right now. Even if they represented 80 % of the people in this economy, the top 20 % are spending 80 % of the money. They've got a lot of the money. So it doesn't matter
what your broke friends think life feels like right now. Do not make business decisions or offer decisions or pricing decisions based off of the way they're experiencing life right now. gas is really expensive. Groceries are really expensive. We're not traveling this summer, we're staying home. They gotta do what they gotta do. And I'm not coming down on them at all. I'm just saying the worst thing you could do is assume that they represent your target buyer and they represent most people and therefore you.
Discount your prices. You run more flash sales. You do the typical thing entrepreneurs do, which is race to the bottom. Everyone's racing to the bottom. There's three problems with that. Number one, you can't really get rich being a discount provider. It is very hard. It is very, very hard. So you're already stacking the deck against you saying, I'm just gonna discount my prices. Yes, it might feel easier to sell, but you have just sealed your fate and made an impossibly hard task.
Graham Cochrane (12:22.328)
to create a highly profitable premium business where you're making tons of money but having low prices, it's just almost impossible. So you've already chosen the hardest business model, which is being a discount provider. You think that'd be the easiest? No, it's the hardest. Because you have to sell so many and you deal with so many complaining customers and refund requests and customer service nightmare, it is the hardest people to build a business around. So you've already stacked the deck against yourself. Number two.
Everyone's racing to the bottom. Everyone. So now you're competing with everyone else. Because when they see a K-shaped economy, they go, all right, let's go discount. And they go to the bottom. They may not even see the K. They might even think, what's a K-shaped economy? That sounds stupid. The economy is bad, bad, bad. So they think everything's going down. No, it's not. Some people are experiencing a down economy. Others are experiencing a great economy. Right? My income is up. My net worth is up. My wealth is up. Why? Because I own assets and I have a premium brand.
Okay, so everyone's assuming the race to the bottom, so now you're competing with everybody else. Good luck. Right, you're again, you stack the deck against yourself. You've chosen the hardest business model to run, discount provider, and you're competing with everybody now, because everyone's racing to the bottom. And the third reason why it's not gonna work is that there are already people at the bottom who have perfected it and they're winning. Because they can do things at scale. They have massive budgets, so they can have loss leaders.
They can spend the most in ads to acquire a customer and lose money in the process because they're playing the long game. It is so hard to compete with people who have already won the discount pricing game. And there's someone in every industry who's already won that game. So I'm begging you, reject the race to the bottom. Okay, if you're like, okay, Graham, I believe you, I will reject the race to the bottom. Here is the real danger. It actually isn't the bottom.
It's the mushy middle.
Graham Cochrane (14:21.346)
The middle that you thought existed does not exist anymore. The middle class, if you wanna call it a class, the mid-range buyer doesn't exist anymore. We are seeing a polarization of spending and buyer profiles, people who are willing to spend a premium and people who are only willing to spend a discount. If you're still pricing and messaging for the middle, that mushy middle is gone.
It used to be that everybody wanted to be in the mushy middle, so you get lost in the mushy middle. Now that mushy middle is collapsing. You're messaging and marketing to people that don't exist anymore. The people in the mushy middle have been pushed to one of two sides. They've either come out ahead and now they're at the top, and they're the people at the top of the K shape, or they've been forced to go to the bottom. And so if you are pricing and messaging for the mushy middle, you're gonna find two things. You're too expensive for shrinking budgets.
and you're not premium enough for buyers with money. That is a very scary place to be. You're squeezed from both sides. You're too expensive for the budget-conscious people, and you're not premium enough for the people with the money to spend. again, I teach this to my clients all the time, but when you see in any industry people who are the most expensive and people who are the cheapest,
You never expect the cheapest to be the best. And you never expect the best to be the cheapest. That's just true in every economy, every industry. Cars, you never expect the cheapest car to be the best car, and you never expect the best car to be the cheapest car. We all know this intuitively. So, if you are priced in the middle, you're too expensive for the people that just want the cheapest car.
and a premium buyer is gonna look at your price and go, you can't be the best because you're not priced enough. Now you could be the best, but they don't think you are. That's the point. Premium pricing comes with it, a premium perception. Middle class pricing comes with a middle class perception. Mushy middle pricing creates a mushy middle perception of your brand. Are you following me? You will not sell to anybody if you're priced in the middle.
Graham Cochrane (16:41.656)
We're seeing this in airline travel. I alluded to Delta earlier, but premium brands with premium cabins are doing better than ever. more profitable than ever, right? So Delta, United, their first class offerings are getting more expensive and they're better and people are happily paying for their first class tickets, right?
And so like for example, my wife and I flew to Hawaii. We live in Florida. We celebrated our 20th wedding anniversary in Hawaii and we flew there in January, right? And we flew on Delta One because this is a 10 to 15 hour flight. I don't want to sit in a seat. I want to have a bed both ways and I want multiple meals and I want space, right? So we paid about $10,000 each round trip to be in Delta One at the front of the plane, lay flat bed, right?
because I'm one of those people who is willing to pay that, at the same time, there's people that, that is crazy. I'm not even willing to pay $200 for an airline ticket, which that's perfectly fine too, because with a K-shaped economy, we're seeing budget airlines doing better than ever, right? Budget airlines are packed just as much as cabins, premium airlines are packed. You know what's struggling is the mushy middle, right? So you've got people that are gonna,
buy the cheapest ticket possible. They're gonna get on Google flights and they're gonna say, what is the cheapest way to get from here to Seattle or here to Toronto or here to New York? And they're just gonna buy the cheapest ticket because they're price conscious. And then you're have people that want the best seat. They wanna be at the front, they want everything. It's the middle of the road tickets that are struggling right now. Because why would I spend 500 on a ticket in sort of the premium economy when I could get on the same plane for only 250?
and have almost the same experience. And then you have people that are like, why would I spend 500 on a premium economy when I could spend a thousand or 1500 or 2000 on a first class and have a better experience. So it's this mushy middle and we see this in airplane travel, it's getting priced out. I don't want that to be you. This happened to me. So my first business, the recording revolution, was built on low ticket products. Courses for $47, $97, $147, $197.
Graham Cochrane (19:06.742)
Low ticket memberships. had a $6 a month membership. I had a $27 a month membership. And it worked because of volume.
that volume is getting harder to get. And so I made a pivot, even before the K-shaped economy, I made a pivot to decide I didn't want to keep up with the demand of low ticket pricing. The amount of leads needed to get, the amount of viewers needed to get, the amount of people in my email funnel needed to get to sustain a seven figure business. I decided to go premium. And so what I have found is that it is,
way easier to sell a hundred thousand dollar offer. I've sold multiple, get this, I've made multiple hundred thousand dollar offers and sold them in a 60 second pitch. Now just think about that for a second. That sounds insane.
I speak for 60 seconds and I sell $100,000 offer. How is that possible? Well, that stuff I can teach you how to do. In fact, I've got an event happening next week. I have a five day coaching experience. It's live with me called my 10K Offer Challenge. And I honestly think you should come if you haven't come. It's five days live coaching with me, get on Zoom. I'm gonna coach you in your business. I'm gonna teach you how to become a premium brand, how to take what you're good at and charge $10,000 for it. Actually how to craft.
I call them magic offers. It's an irresistible premium offer that when you present it to your ideal person, they can't help but want it. They're gonna find the money to get it. So I'm gonna teach you how to do that. In fact, you'll walk away from the 10K offer challenge with your own $10,000 offer or $15,000 offer or $20,000 or 50 or 100, whatever price you want. And I'll teach you exactly how to know how to price your offers too. There's a formula for all of that. I'm gonna teach you all of that. You should come get a ticket. It's not free.
Graham Cochrane (20:53.806)
but it is way more affordable than it should be for what you're gonna walk away with. You can see some of the wins people are getting in the challenge. It's insane the results of my clients are getting literally live in the challenge. So come get a ticket, I'm gonna link to it below as well, but 10koffertchallenge.com. Come get a ticket and come join me. Our next one's happening next week, so I don't want you to miss it before it's gone. The door's closed on that. And there are limited VIP tickets, so make sure you get yours if you really want more experience with me where I can answer your questions personally.
But this is literally what I teach my clients in that challenge and my private clients how to do is like, how do you position your brand in such a way that instead of like what I had to do selling $97 courses, I had to have webinars and email funnels with segmentation and these long sales pages and all this convincing.
How did I go from that to positioning my brand in such a way that a 60 second offer, presentation, 60 seconds of me sharing what the offer is can close a $100,000 offer like that. That's what I'll teach you how to do that, come to the challenge. But that's what I've done. I pivoted my brand from being a low ticket provider to being a premium brand. And I made that decision consciously. I wanted to be a brand that not only benefited from that
that top part of the K-shaped economy, but whether the economy is three classes, two classes, 20 classes, I wanted to be at the top. I wanted to literally reject the race to the bottom and move to the top. And that's the third step for you. And that's where I wanna get is you need to rise to the top. So you read the room. What is the actual economy looking at like right now? What is the state of this industry? What is the state of our country right now? Don't wish it were away. It is the way it is.
Don't fight it, embrace it. So read the room, reject the race to the bottom, because that's what everyone's gonna do, because everyone's scared, everyone doesn't have the confidence, everyone thinks that to sell more you have to discount. That is absolutely the worst thing you could do. So reject that race to the bottom, leave the mushy middle, and instead now step three, rise to the top. The top 20 % of earners right now is 60 % of all consumer spending. That's insane.
Graham Cochrane (23:16.462)
I mean, that is almost the 80-20 rule in real time. These buyers are real and they exist right now in your industry, probably on your email list right now, and they are ready to buy right now.
Graham Cochrane (23:35.117)
One of my clients helps people with back pain. And a fascinating story. He helps people who are struggling with back pain. He has a method of almost virtually eliminating their back pain without medication, without needles. It's amazing the work he does and the results he gets from people are insane. Last year he's really been struggling. Like his business was going down and I've been asking him to raise his prices.
I was like, bro, I know you're scared, I know you're selling fewer offers, but you need to raise your prices. And he said, no, I think I need to discount my prices. said, please don't do it. And what he was experiencing is this, bottom of the K-shaped economy. People are having less money to spend, and so he's like, he's seeing what he wants to see, which is people are struggling to afford his offer. And he's...
He's adapting to that lower part of the K-shaped curve. He's like, okay, I have to reduce my prices to stay with him. He was going to the bottom. I've been asking him to rise to the top over and over again. One of the big insights that he had recently was that he's probably targeting the wrong person. He was getting on sales calls with people who at the end of the day were like, I don't have that kind of money.
And they would sit through, he would sit through an hour call with them just to find out when he presented his offer for, I don't know, a couple thousand dollars. Like, I don't have a couple thousand dollars, that's crazy. And so it's a waste of his time, it's a waste of their time. He was on a call recently with a guy.
who literally wants to just play golf. He literally just wants to play golf again, but he's had incredible back pain. He has an expensive golf simulator sitting at home in his house that isn't being used because he has insane back pain. He has spent tens of thousands of dollars on hyperbaric oxygen chambers, recovery techniques, surgeries, medication, all kinds of people, all kinds of solutions, and all of a sudden my client is
Graham Cochrane (25:41.647)
talking to him and realizing, oh my gosh, here's a guy who literally said I would spend almost anything to have someone fly out to my house and help me reduce my back pain. And I'm like, bro, well, these people are the people that been telling you exist, but they don't know you exist because you're too cheap for them. You're too expensive for the people at the bottom. They're like, I don't have $2,000, but $2,000 or $2,500 or whatever he's been charging is too cheap.
for the person who's spending 10, 20, 30, $50,000 on alternative solutions for their back pain so that, guess what? It's just so he can play golf. And there's other people that probably want to play pickleball. People who want to do wakeboarding. People who want to play tennis again. These are like high income earners that are playing expensive sports. These are expensive hobbies they have. And so back pain is prohibiting them from doing that, but they have the money to spend. He didn't think these people existed in his face. He would start to believe this narrative that
All people struggling with back pain are cheap and broke and don't have money to spend or invest in themselves. And that is not true. It was just his experience so far. Part of that is because your prices are a signal to the market. And he was attracting those types of people and then getting fearful because they wasn't closing those types of people. So he was doing the opposite of what he's been doing and discounting even more, discounting even more.
Graham Cochrane (27:04.866)
The premium buyers, the top 20 % that are responsible for 60 % of spending right now in the US, they exist, they're real, they don't buy on price. They are not attracted by discounted price. In fact, they're turned off by it. Here's what they buy on. They buy on trust, they buy on quality, they buy on specificity. Here's the big one, they buy on outcomes. You just say, I can help you get this outcome. I can help you get this payoff.
I can help you get this result, they will pay for it because that outcome, that result, that payoff is worth immeasurably more to them than the price that you could charge. And this is something that's really hard for people to understand. This is why I have an entire five day coaching experience designed around this idea of going premium in your brand because it's the fastest path to you getting where you want to be in your business. Like you're one good 10K offer away from cutting your work hours in half and making
possibly five times what you made last year, if not more. It all comes down to your offer and being a premium provider. Your one 10K offer could change everything for you. But before people can charge $10,000, they have to believe and understand something different, because right now, your beliefs are leading to your results in your business. And your beliefs that charging a lot is greedy, charging a lot prices people out, people can't afford that.
right now or ever, these are all belief statements that you are telling yourself, you may not be saying it out loud, but your actions reveal what you believe. Every time you discount, you are literally showing us and showing yourself that you internally believe that either charging a premium is bad or that it's hard and you can't do it. It's one of the two. Otherwise, if you didn't believe that it was bad, if you believe that charging a premium is actually good,
I have a whole chapter in my book, The Effortless Business, Why Charging More is Better for Everyone. If you believe that charging more is actually the best thing for everybody and believe that you could charge a premium, you wouldn't be discounting your prices because that is a nightmare recipe for frustration, right? So your actions always reveal what you believe. So charging a premium isn't greedy, it's service.
Graham Cochrane (29:29.738)
service to the most underserved people in your market. There's no one is creating premium prices for the top people in your market. The most underserved people in your industry are the people who have the most money to spend. Have you ever thought about that? No one's making offers for them. Everyone's discounting and making these low price offers for the people at the bottom. So one of the greatest things you could do is charge more to serve your ideal client, to signal to them, hey, I have an offer for you. And also when you charge more,
People who pay more pay attention, right? Where your treasure is, your heart will be also, Jesus said. So when they've put their money into something, you better believe they're gonna pay attention to it. And how else do they get results? They have to pay attention to the stuff you're teaching. You know this, your best students and clients are the ones that have watched every video, read every book, and they'll do everything you say. But the people that do that are the people that paid a lot of money for it. Because they're committed now. Their treasure's there, so their heart's gonna follow. So the best thing you could do,
to serve people at a higher level and get them better results is to charge a premium. You get better clients, they get better results, you have a better business, you end up working less. It's kind of insane. And it all comes down to positioning and all comes down to the who. Sometimes some of you just need a better who you're serving to like my client will. Sometimes it's the positioning. I think about this, you could have a $50,000 painting in a garage sale bin. you just, you go take
I'm going to say the Mona Lisa, which is worth millions of dollars, if not hundreds of millions, but you could take a $50,000 painting that should be in the Louvre in Paris and put it out on your driveway at a garage sale. People are walking around and people will look at that and go, yeah, I'll give you a 20 bucks for it. 50 bucks for it.
Only because that's the way you're positioning it is it's it's it's a garage sale and So people expect it to be a certain price. It's not that they're saying it's a bad painting They might really like it very much, but they would like to very much only pay twenty to fifty dollars for it you put that same fifty thousand dollar painting and the right gallery in the right part of town for people that really value art and want unique pieces because art
Graham Cochrane (31:49.301)
is a conversation starter. Art is a reflection of their personality. Just like people wear clothes. Some people could judge people, why would you wear that watch or those pants or those shoes? It's so expensive, it's so flashy. That's a pointless question. For you, maybe fashion doesn't matter. But for the right person, fashion is part of their self-expression.
And so they want to, they feel good in a better suit. They feel good in those shoes. They feel good with that watch. They feel good with that jacket. And they feel good knowing that they paid a lot and they like the way it's tailored. They like the way it fits perfectly. They like the way it's made. They like the conversation starter that it is. They like all of that. Let them like that. Those people exist. It's the same with the painting. So you will attract those people if you put your painting in the right gallery so people can see the beauty, see the value. It's framed the right way.
It's in the right environment, attracting the right who. Now you've done the same amount of work, but you can make $50,000 off that painting instead of $50 at a garage sale. There's so much I wanna tell you right now, but if you really wanna learn premium pricing, just come to the 10K Offer Challenge. It is a masterclass on how to become a premium brand and how to win in this K-shaped economy. 10K Offer Challenge, I'll link to it below, but you should come before tickets are sold out, before the doors close. Here's what I want you to think about today.
Let's land this plane.
We are in a K-shaped economy, whether you like it or not. The question is which arm of the K are you? Right now, which arm of the K, the arm that's going up or the arm that's going down, are you building your business for? Are you building for the people that are gonna continue to make more and more and have more opportunity and are desiring to spend more and more with somebody? Or are you gonna build your business for the person who feels like they have less and less to spend?
Graham Cochrane (33:37.76)
and aren't valuing things the right way because they're just in survival mode. This isn't about which group of people is better. This is about the survival of your business. This is about the survival of your family. This is about reading the room accurately and making a wise decision.
If you need help building that premium brand, come to the 10K Offer Challenge. I'm teach you how to build a magic offer. This is an irresistible high ticket offer that can change your business and change your life. The middle is shrinking, the middle is dying, the middle is collapsing. The window is open right now to reposition yourself. Whether you're starting out or pivoting your business, this window is open where you can decide to reject the mushy, dying, collapsing middle, reject the race to the bottom,
and choose to be the upper armor of that K-shaped economy. And you don't have to wait for permission. If anything, this is your permission. This is your signal from God that you should go premium, that today is the day. Do not wait another moment. This is your moment. Every day you wait to become a premium brand is a day that you are getting lost in the sea of either the collapsing middle or the race to the bottom where everybody else is.
it's putting your business on oxygen support. I'm telling you, there are gonna be so many businesses, and I'm not a fear monger, I don't like that, I just care about you too much, there are gonna be so many businesses in the next 12 months that disappear overnight because they refused to reposition themselves for the premium buyers. Okay? You can win at the bottom. Again, I'm telling you, we talked about it, it's not one shape, it's a K-shape.
There's not just one arm, there's two arms. People are winning at the bottom, but it is so much harder to win at the bottom. I wanna give you the most effortless, easiest way to win in your business, and it's go to the top. Serve people at the summit, right? Be a premium brand. And if you don't know how to do it, I can help you do that. I didn't know how to do that. I had to figure that out myself. And I had to pivot completely from a mindset of over a decade of selling low ticket.
Graham Cochrane (35:53.49)
I've made millions of dollars selling a low ticket. I had to reprogram my own beliefs about people, about my ability to sell, about whether this is good or bad, about whether it would work, about everything. I had to reposition all of that in the middle of this K-shaped economy while people around me are saying it's getting harder and harder than ever, but I am finding more and more people that have more money and willingness to spend that money with me than ever before because I repositioned my brand.
started to send new signals to the market, and it has been the most transformative thing for my business. Like I'm having more fun and getting better results from my clients than ever before. And the same will be true for you if you make this decision. So leave a comment below if you're watching on YouTube. Are you gonna rise to the top or race to the bottom? Or are you gonna stay in the collapsing middle? You can decide, only you can decide. And if you want help getting to the top,
come to the 10K Offer Challenge. We can totally transform your business in five days. I hope this helped you and blessed you. I'll see you on another episode real soon.
