Graham Cochrane (00:02.914)
The expert era is over. And if you have built your business on being the expert, the go-to, the smartest one in your space, the person with the audience, I know that's uncomfortable to hear, but somewhere deep down you already feel it. Something's shifted. The stuff that worked for the last 10 years just doesn't hit like it used to. The content's harder, the audience is harder.
Being good at what you do doesn't seem to be enough anymore. Here's what I want you to know. That's not in your head. The ground is really moving. The era of winning by being the expert is ending and it's ending fast. But here's the part that nobody's telling you. This is the best possible news for you. Because what's replacing it doesn't require a bigger audience.
more content or working harder than you already are. It actually requires less. And the people who see this shift coming, the ones who get ahead of it right now are about to have the easiest, most profitable few years of their entire business. So let me show you exactly what's dying, what's taking its place, and how you can get on the right side of it before everyone else figures it out.
Graham Cochrane (01:42.956)
Now, real quick for context, if you're not familiar with me or my story, I've been a content creator for 17 years. I started my blog, The Recording Revolution, in October of 2009 and the YouTube channel of the same name in January of 2010. I have been publishing videos and blogs every week for 17 years now. And
I have lived through iterations of this online business world. So I am coming to you from experience. I know what it's like to be in the world right now feeling like a bit of a dinosaur. Like w what used to work doesn't seem like it's working anymore. And then as someone who now coaches entrepreneurs all over the world that are doing similar things, I get the intel from them of what I used to do isn't working anymore, what's coming down the corner, what's around the corner.
How can we pivot? How can we change? How can we continue to thrive in our businesses? So, this is not theory. This is not something to get you to click. This is the heart of a 17-year-old entrepreneur online in two different businesses that have both become multi-seven-figure businesses and now coaching dozens privately and thousands in group settings of high-level entrepreneurs every single week. I can tell you.
This is the reality of what's happening. So, real quick, let's talk about the funeral that we're having right now. The expertise model, the expert economy. Now, people are going to use language however they're going to use it. So we might have to distinguish between the two. But when I say the expert economy, I'm talking about the business model. So if you want to use that language as the expert, that's fine. But it's the business model that's changing.
Expertise was the hot commodity 10, 15 years ago when I got started, because expertise in every niche was in short supply. So if you got on YouTube, if you got on a blog, if you got on Instagram, even back then, whatever platform you were on, and if you were the go-to person that understood the knowledge, could communicate the knowledge, and could answer people's questions better than anybody else, you won.
Graham Cochrane (04:05.506)
What did that look like? That means you won the attention and you won the respect and you won the trust and therefore you won the relationship of people online. And so that gave you an opportunity to go deeper with them and offer them your your courses or your membership sites or your coaching programs. your expertise, and I I felt like everyone and I still do feel like everyone has expertise in an area. I don't have expertise in many areas. Like I don't know anything about cars, how to fix them. I don't know anything about building rockets to get out of space.
I don't know anything about biology or how the body works, but I know business. I know how to generate millions of dollars working five hours a week or less. I know recording music and producing music on a budget. That's what my first business was. Right. So those are the things I've known and those are the things I've monetized around my expertise. I used to feel this is funny. I used to feel insecure about my expertise. I'm not smart enough to teach this. Who am I to teach this?
And so for the longest time, I had to get over that own fear and insecurity of I'm not an expert enough to teach home recording, or I'm not an expert enough to teach business, whatever that meant in my mind. And once I got over the hump, everything was fine. And for years, my clients that were beginners in the online business space, that was a big part of the work I was trying to help them do, is get over that imposter syndrome and say, no, you are enough, you know enough to teach someone something valuable. You don't have to feel like you have a doctorate in the subject. You don't have to have a degree or certi certification.
To change somebody's life, you know stuff that they don't know, so get to teaching it. The problem was that that was the challenge of getting people to believe in themselves. I'm an expert enough. Well, now being an expert isn't good enough anymore. And why is that? Because of AI. Because all of these LLMs, all of these large language models, Chat GPT, Gemini, Claude, Grok, take your pick.
Co pilot, whatever it is, they have access not to new knowledge. They're not people, but they have access to all the knowledge that they can crawl on the internet and learn and all the books they can read. So expertise is a prompt away. So supply and demand is one of the most fundamental aspects of business. If you ever wonder why things have gotten expensive, there's usually a lot of reasons why.
Graham Cochrane (06:30.818)
But one of the reasons is supply has gone low. So, you know, if we're in the middle of a crisis with a a country in the Middle East that can control a lot of the oil supply and they're not allowing oil to get out, well, guess what? If oil is in short supply, price goes up. Okay. If there's tons of oil available, price is gonna go down. Same thing in real estate. When real estate prices are really, really high, like let's say post-pandemic, like
In Florida, where I live, everybody wanted to get out of New York. They wanted to get out of California. They wanted to get out of the north. They wanted to come to a state where they could send their kids to school or operate their business or whatever the reasons were. It doesn't really matter. They wanted to have a chance to be outside in a better climate if they had to be locked down. Whatever the reasons they came to Florida, there was so much demand for real estate and so little supply because there was only a normal amount of houses available for the normal amount of people moving to Florida up until that point.
So many more people coming in, all of sudden prices shot up. Not because real estate was suddenly better, it was just more in demand, right? Supply and demand. That's what's happening in the expert economy. Expertise is in great supply. So the value is not there. The demand is not there. So it used to be a moat. When people talk about building a moat around your business, like something to protect you, fortify you. Expertise is no longer a moat in the AI world. AI has made knowledge free.
And virtually infinite. And what's amazing is that if you're trying to play the game and optimize for being the most intelligent, the smartest, having the most expertise in the world, you are literally playing a game you cannot win because Claude and ChatGPT will beat you. the thing that everyone optimized for pre-2023.
pre twenty twenty four, pre twenty twenty five, now twenty twenty six, being the most knowledgeable is now the least scarce thing on earth. It's not scarce. Knowledge is not scarce anymore. So the thing that you and I got really good at, maybe, is now an abundant supply. So it's not that valuable.
Graham Cochrane (08:44.834)
That's the depressing part. You're gonna have to optimize for something different. Can I get to the good news now? It ain't gonna be hard. In fact, this is the greatest thing that could ever have happened for your business and for mine in a world of doom and gloom for business owners, especially online business owners, content creators, people doing online stuff. AI is gonna replace you. It may be AI is gonna replace the old version of you.
Maybe the old business model, but this is like every industry disruption that ever has happened, it opens the door for newer, better ways to make a living. And here's the good news. People never paid for information in the first place. They never paid for information in the first place. They did by means to an end. Okay, they bought your course, they bought my course, they bought your book, they bought my book, they bought your membership site, they bought my membership site. Yes.
But as a means to an end. And that end was transformation. And what they really will pay for and always have is not just transformation. Implementation, if you wanted to do it. But almost even more valuable than implementation, depending on how you carry your brand and how you position it. But this is real, people pay for proximity.
People pay for proximity. So when knowledge goes free and and it's abundant, then transformation, which no one's getting, by the way, implementation, which AI can't do for you, very little. AI can't work out your body for you if you want to get in shape. AI can't fix your marriage for you, right? AI can't make your recording sound better. AI can't fix your business for you. There's things it can do, but it can't do it for you. It can't implement, it can't transform.
And it's certainly not proximity to you. Right? Like this is what's crazy. The more there's AI teaching business, the more valuable Graham becomes. Because there's still only one me. The more AI teaches whatever you teach, the more valuable you become. Because AI can never replace proximity with you. I'll host events.
Graham Cochrane (11:03.682)
Like I'll do a a dinner in a city and and sell a few spots around a dinner table. I'll I call it my dinner mastermind. I've done it in Vegas. I'm doing it in in London. There's actually still some seats available if you want. I don't have a link. I I'll link to it below. I'll link to it below here in this episode if you want to come. There's still a couple of seats as of right now for the London dinner mastermind I'm doing in July. I usually open up seven seats when I'm in a city like this and I'll bring people in and we'll do hot seat coaching.
AI cannot replace that experience. Coming to an amazing restaurant to get private coaching from a coach you admire, have a great three-hour experience, meet some other incredible people who are running in the same direction as you and have breakthrough and transformation in in one evening. Like AI can never do that. That makes experiences like my London dinner mastermind that's coming up. Experiences like my events that I do. I do in-person events with some of my clients.
we'll be probably booking a yacht down here in Tampa to take people on later this year. Things like that, AI cannot replace. Proximity, proximity, proximity. And proximity doesn't mean you have to do events. It just means, do I get to jump on a call with you? Do do I do I get to be known by you? Can I message you privately? Like this if this sounds weird and egotistical, it's not. But I'm sure you know by now you have super fans, you have clients that they've they've consumed all your stuff.
They not just have learned from you, but they like you and they want to be closer to you. I've paid to be in masterminds and I've paid for coaching, not just to learn from the coach, but to become friends with the coach. My past coaches have become my friends. Rory Vaden, Myron Golden, like John Gordon, like all of these gentlemen I have paid to learn from.
And they've all led to massive breakthrough in my life and business. And also, I paid them their highest fee or one of their highest fees so that I can be in the room with them, get to know them, get a relationship with them. Because I want proximity with them. Does that make sense? So this is really, really important. People never paid for information. So don't worry about the information being out there for cheap or free and it's infinite. That's not the people are paying for. They're paying for transformation.
Graham Cochrane (13:31.438)
They're paying for possibly implementation, and they're definitely paying for proximity to you. And the great thing is that those three things are in very short supply. So they are in very high demand, and so they are worth a whole lot. So here is the new model, okay? Instead of being the expert in your industry, be the guide. Guide over expert. Donald Miller, and I love Donald's stuff. his book.
Building a story brand is or how to build a story brand, building a story brand is one of the must reads. I make all my clients that come to my 10K offer challenge. We're in the middle of my challenge this week, by the way. I assign reading every week or every day, excuse me, the challenge is homework, but one of the things of homework is to get a book and read it. And one of the books I usually assign to my challenge attendees is Donald Millard's How to Build a Story Brand, because his framework for thinking about marketing and branding through the lens of the hero's journey and storytelling.
Is so spot on. And the most powerful part to me of that book is that you're supposed to be the guide, not the hero. Be the guide, not the hero. Most entrepreneurs that are selling things get it wrong. They act like the hero. We're so great. Our company's the best. We've been around 30 years. Our product's the best. I'm such a great entrepreneur. I'm such a great coach. I've got this degree. I've got this certification. It's the hero, hero, hero. It's like, no, no, no, no. You're not the hero, bro.
Client or the prospect is the hero. They're going on their own hero's journey. They have an outcome. They have an enemy. They have a challenge. They have a journey. They have to go on. Heroes don't get paid. Guides get paid. So be the guide. Be the Obi-Wan Kenobi to the Luke Skywalker. Be the Dumbledore, the Albus Dumbledore, to the Harry Potter. Right? Be the guide. Guides get paid.
Why do guys get paid? Well, because they know a lot, yes. But experts act like heroes. I'm an expert. I'm so great. I'm so great. Guides don't act like experts. Guides exist primarily to help you, the hero, achieve your goal. And so the beauty of a guide, and we can also use the language a mentor, I much prefer the word mentor than an expert. Because mentorship is a short supply, by the way.
Graham Cochrane (15:57.132)
The beauty of the guide is that the guide, he or she has gone there and done the thing that the hero wants to do. Obi-Wan Kenobi, when he meets Luke Skywalker, is an old man. He's a hermit living on this desert planet. And so it's misleading when you look at him, you think he's just an old man. In fact, Luke thought he was just an old guy. He knew who Obi-Wan was. He called him Ben. He thought his name was Ben Kenobi. That's what he went by. Had no idea that this guy was a general in the the republic.
And fought the pre-empire empire and did all these battles and fought in the Clone Wars and as a Jedi Knight and fought against all these crazy bad guys and did all these amazing adventures. Obi-Wan has lived a lot of life. And the value of that to the young Luke Skywalker is that he can help shortcut the process. He can say, bro, don't do this, do do this. I want you to win. So here's some things to think about.
It's not about let me give you a ton of information. It's let me guide you along the straightest, most pain free path to the outcome you want. So you don't want to be the expert. And often, let's be honest, the reason we want to feel like the expert is because we're insecure. And it makes us feel better if we know more than the other person. I don't care to know more. I just need to know that I have done something that they have yet to do.
Or I've been somewhere they have where they have yet to go. Or I have helped people get somewhere they have yet to go. Or I've helped people do something they have yet to do. That's what makes me a great guide. Does that make sense? So I can't guide people to somewhere I've never gone myself. I can't guide people to somewhere I've never guided someone else to before. There's a reason why I can confidently claim that I help my clients reach $100,000 a month working 20 hours a week or less.
Because that's what I do. I've done that for myself. I do that with all my clients. Like these are real results my clients get. So I can confidently like I am probably the best in the world to help you get to $100,000 a month in your business working 20 hours a week or less. And I can say that with confidence because I've done it a bunch of times for myself and all my clients. So that's where I guide people. But but you notice I don't say,
Graham Cochrane (18:21.45)
I can help you get to a nine-figure business, which would mean making over $100 million a year, because I've never done that yet. Maybe I will. And I haven't helped anyone else do that yet. Maybe I will. But right now, the places I've been, the things I've done, the places I can take you or someone else to, $100,000 a month, working 20 hours a week or less, absolutely seven days a week, 24-7. So you want to think about yourself as the guide, not the expert.
Number two, as much as I believe in audience building, what matters more than the audience is the offer.
Graham Cochrane (19:02.818)
I've said for years that without an audience nothing is possible, but with an audience anything is possible, and that is true.
But with an audience and no good offer, nothing is probable. The offer itself, how good it is, but hear me on this, how premium it is makes all the difference. So the great news is in this world, you can have a tiny audience and a huge income. Right? I did a whole episode on this because if you have a premium offer, if you have something that's a $10,000 offer or a
$5,000 offer or a $20,000 offer. All you need to do is sell a couple of those a month to live a great life. Right? When people say, How do you make $50,000 a month? How do you help a client make $50,000? Well, if their offer is $10,000, they only need to sell five a month. That's way easier than trying to sell 500 courses a month. Right? There's fewer people that might be able to buy it, but you only need a few of them. And the people that can buy it,
We'll buy it right now with less handholding, less convincing. Because premium pricing signals premium offer, which signals shortest path, most certain outcome. Premium buyers want certainty, they want shortcuts. They don't want all your videos, they don't want all your Canva template, you know, workbooks, they don't want to talk to you all day long. They just want an outcome. So the great news is if you reposition yourself as the guide, not the expert, which you can do today, you'll be way more attractive in today's economy. Two,
If you put just a little bit more effort on your offer and stop playing games and stop selling only low-ticket offers and focus on what is the premium offer that's really going to be the 80-20 of my business, that it's going to be the one offer out of the three or four that makes me 80% of my money. Focus on crafting that offer instead of worrying about blowing up your audience. Does that make sense? Because when your offer is amazing, you can make way more money with your existing small audience. And then if your audience grows, praise God.
Graham Cochrane (21:06.978)
Then you have more amazing people to sell your amazing offer to, but offer over audience. And then this one is huge. And it sounds nuanced, but this I think this will set somebody free today. Proximity over reach.
I'm addicted and I'm breaking the addiction every week, but I am addicted to reach. How many people can I reach? Because I'm coming from a world where it was about get a you know, as a million subscribers, get a million views on your videos. And I have, you know, on one channel I have close to seven hundred thousand subscribers. On my other channel, I have seventy-five thousand subscribers on YouTube. I have videos that have millions of views. like
I I've had those things, and so I'm addicted to those numbers. I my email list for the recording revolution at its peak was 500,000 people. Imagine be able to push a button and send an email to 500,000 warm leads. That was at its peak, like that's what I'm used to. So I'm addicted to big numbers, and that's a hindrance to me. And I'm having to break that addiction off because that kind of thinking will just depress you. If like
I gotta get so many more followers. I gotta get so many more views on my video. I gotta get a bigger email list. Stop focusing on reach and instead focus on the value of your proximity. Now you don't have to do one-on-one coaching if you don't want to. You don't have to host in-person events if you don't want to. I do a lot of virtual events, right? So you could do webinars, you could do a five-day challenge like I do. You could do a virtual two-day workshop or a one-day.
But get people in a room, a smaller group of people where there's proximity to you where you can answer some of their questions, where you can coach them powerfully. Instead of from a distance teaching them what to do, you can actually answer their questions. If you have a coaching program, the best way to sell that coaching program is to coach somebody. The best way to sell coaching is coaching. So you could invite someone to your event, you could coach them powerfully in a group, and then make your coaching program offer.
Graham Cochrane (23:14.816)
Now people know what it's like to be coached by you. You already gave them breakthrough in in that one call or those two calls or that one week or whatever it is. So you can invite people into these smaller settings. Does that make sense? Proximity to you is going to be so valuable moving forward. And if you can do in person events, even more amazing because that can't be replicated. Again, when I do my London dinner, only seven people will be able to come to that and have dinner with me and get coached by me and have that one experience that we'll all share together.
Done this in Vegas. Same thing. Only those people that came got to have that experience. That you you that becomes, since it's in such short supply, only one night, seven seats, et cetera. It's incredibly valuable. And you can do the same thing in person, virtual, doesn't matter, but stop focusing on massive reach and focus first on I'm I'm the guide, not the expert. Focus on a killer offer instead of the audience.
And how can I create some proximity to my people instead of focusing on reach, reaching lots of people with low proximity? I'd rather reach fewer people with more proximity. That's going to create an environment of buyers who take action, who get results, who love what you're doing. and what's amazing about this model when you're the guide and your offer is incredible and you're focusing on proximity over reach is that oftentimes your smallest, highest paying relationships are the least.
content dependent ones you have. So for example, one of my clients, Alex, he joined my inner circle. Now my inner circle is a $55,000 mastermind. He joined that
He's come to maybe three calls. He's very busy. And this is something I learned a couple of years ago is that the higher level the buyer is, the busier they are, the less they want to come to a a weekly, daily thing. They just don't have time for that. And that's not what they care about. They care about results. We'll get this. Alex is an incredible entrepreneur, but he's very busy. and he's got kids and grandkids and foster kids and his church. He's got life, right?
Graham Cochrane (25:31.374)
He's only come to maybe three calls in the last few months. But within the first week, he took action on one idea. Because people who pay the most pay attention the most and also take the most action. He took one idea that we talked about in one of those calls, sent one email, and generated $490,000 of revenue. And it shocked him that he could even do that.
He hasn't bugged me. He doesn't post questions in the community. He is too busy to come to many of the calls. But he has already almost 10x'd his investment. He spent 55,000 and has already made 490,000. And it's because of proximity with me and just clarity of next step with him. And he could go implement and make make his return. Does that make sense? He didn't need a bunch of workbooks. He didn't need a bunch of calls with me.
He didn't need me to pump out a bunch of content in a course. There was no there's no course. He just came to one call and implemented something. This is what happens. And you'll find this. This is so cool. You'll find this with some of your best, highest paying, small, intimate relationships where they don't need a ton from you. They just need proximity to you. They need your mentorship and your guidance. And then they're off to the races.
And when you have a premium offer that they've they've invested in themselves, we talked about this, I think, last week. They invested in themselves enough where they're ready to make the work happen and put it in the work because it's a commitment to themselves that they made. So this is all great news for you and for me because this new era rewards the opposite of grinding. I hate the word grinding because grinding is by definition a negative word.
When you grind your teeth, negative. Right? When you're getting something's grinding in a machine, it's being ripped to shreds. Right. I don't understand why anybody would want to rise and grind. That's the last thing any of us should want to do. I I know I don't even wish that on my worst enemy. And it's funny because if you look at nature, I think about this. Nothing in nature hustles and grinds.
Graham Cochrane (27:52.158)
Nature, by its definition, ebbs and flows. It's there's seasonality to it. There's fixed timelines, you know, of of when babies are born, it takes nine months. I don't care how hard you hustle and grind, like you're not gonna get that baby out any faster. Things take as much time as they do. If you're a farmer, planting seeds, like you know, you can't do anything to make those things come up any faster, right? You put it in the soil, you tend to it, let the rain come. If God allows the rain to come, when it comes, the sunshine that.
Kind of thing. And so the idea of grinding never made sense to me. But if you feel like you're falling further and further behind and you're feeling like you're having grind, that's because you're playing the old game, the content game. And it's impossible to outcontent AI. Like AI will outcontent all of us. It already is. It's happening right now. In the few minutes we've had together right now, AI has already outcontented you. What you could have done in a year, it's done probably in the last few minutes. So the new era, the beautiful of it is that.
Rewards the opposite of grinding. It rewards one great offer, a small group, less work. That's it. It's and I don't know, I don't know you personally, but everything you might have been wanting, everything I know my clients want, permission to do, work with fewer people at a deeper level and get paid a lot more to do it and not have to pump out a ton of content and hustle and grind. That's what all my clients want permission do.
Everything that you've wanted permission to do, if it's in that list, that's now the winning move. Like that's now the play. That's actually the thing that'll help you expand, reach your goals, be the go-to person in this next era of business. Isn't that great news? And and and it's counterintuitive because here's here's what I hear. Graham, I was already pumping out X number of pieces of content a week. And now
AI can pump out a ton of content. So my competitors, first mistake, I don't have any competitors. I don't even know what competitors are. And if they were someone that someone would say is a competitor, I don't pay attention to them. And neither should you. But when people tell me, but my competitors now are using AI to pump out even more content, I say, who cares? Who cares? That's not going to win the game. So the idea of like, now to keep up with this new pace of content creation, you don't. You don't have to.
Graham Cochrane (30:16.792)
Good luck. I mean, if you want to, you can. Good luck winning that game, but that will not lead to the business winning for you anyway. So I just opt out. You can just straight opt out of that game. And and use me as an example. All I do, here's all here's my content creation. Ready? I sit down for one hour a week.
And I record this episode. But what you're hearing and seeing right now, this is this is my content. I do one long form video podcast a week. I film it. So it could be a YouTube video and it can also be an audio podcast. My episodes are generally between 30 and 45 minutes. And then I walk away. I have a content marketing assistant.
Who helps clean up the episode and get it prepped for me? I used to do that stuff myself, but that took about an hour. I don't do any editing. She doesn't have to do any editing. She just chops off the beginning and the end because I allow all the flubs and the mistakes to happen. This is not a tightly edited video or podcast. I choose to make it more raw. I choose to make it more real. I choose to make it more me because I also know it's going to help the right person. If you don't like this, if you don't like me.
You can leave and you probably have already left by now. But if you're still watching or listening, it's probably because there's something in what I'm doing that resonates with you. That's all I do all week. Now she uses AI tools to clip up my episodes and she'll be a human because sometimes the clips that they choose aren't very good. And she'll make some decisions on her own. I've trained her to what to look for and how to think about the type of clips that I think are good for my brand and how to think about hooks and things like that.
But she'll clip up some stuff and she'll put it on Instagram as a reel. She'll put it on YouTube as a YouTube short. because it's just another format that it's you're just resourcing what's already there. You're repurposing what's already there. I don't have to I don't go create new reels. I don't create YouTube shorts. It's all pulled from the one piece of content I do. So my content rhythm is one hour a week. And it has been for the better part of 10 years. I'm not increasing my content.
Graham Cochrane (32:28.888)
But my business keeps growing. So the reason why it keeps growing is because I'm not trying to reach billions of people. I'm not trying to audience build like crazy. I'm trying to slowly and steadily be the guide for my ideal person, create offers that bring lasting transformation to my clients, and then focus on having proximity with those people. I am doing some of my best work.
Having some of the most fun I've had in 17 years of business. And get this, and I think I talked about this in last week's episode, getting some of the best testimonials I've ever gotten. And the reason is because I have focused on fewer but better clients and charge a premium for it. and it's so free. I I literally spent the last three days hanging out with my 14-year-old daughter, Vera. My wife and my oldest and her best friend went to the beach for
Three days. And so I just had some daddy-daughter time with my youngest, my 14-year-old. And we just played Nintendo Switch. We were playing Zelda, Echoes of Wisdom for hours on end. We did some errands. We went and got coffee. we were watching the Fantastic Beasts movies. So the Harry Potter world. We watched one a night the last three nights. we like
We're driving around some fun neighborhoods. I was on a podcast locally in town. I took her with me. We were just hanging out and howling around for three days. I haven't been in the office all week. And I'm not in the office much at all these days. But I came in today to do two things. One, to coach my clients in a group coaching call. And two, to film this for you. That's it.
Graham Cochrane (34:19.298)
And the great thing is that not only does that not take very much time, this is about two and a half, three hours of my week, but it's been so much fun. It's been so rewarding. And my clients are getting great results. And hopefully this piece of content today is helping you and serving you. So I'm just giving you a picture, not the picture, a picture of what life can look like for you when you realize you don't need to be the expert. Be the guide.
You don't need to have a huge audience, just focus on offer creation. And you don't need to focus on reaching a million people. Just focus on proximity with the right people and watch what happens. So, long story short, the winners aren't going to outcontent the robots. That's impossible. They're gonna win every single time. The winners moving forward are the ones who have one great offer for a few people. One great offer for a few people.
Again, we're in the middle of my 10K offer challenge and the doors are closed, so you you missed it. if you aren't in it this week. Come to the next one. I mean, if you haven't gotten clarity on your irresistible premium offer, just come and let's do this once and for all. In five days, you you will you will not walk out of there without a irresistible ten thousand dollar or more offer for whatever your niche is. I've helped Spanish teachers, songwriting coaches.
Back pain specialists, English pronunciation coaches, you name it. I've helped all of them create ten thousand and twenty thousand and thirty thousand dollar offers. Those are real specific numbers. so you're not the exception. You can have one too. Every niche can have one and should have one. And let's solve it once and for all. So I'm gonna link to it below or you can go to tenk offer challenge dot com. I hope this blessed you today. I hope this helped you get off the the rabbit.
Trail of or the hamster wheel or whatever the metaphor is of needing to be the expert. It's it's so exhausting trying to be the expert. And that era is over. The expert era is over. This is the era of guide. This is the era of mentorship. This is the era of picking your people, curating that small group of people, and being the high-level mentor they need, guiding them in their hero's journey to where they want to go through transformation.
Graham Cochrane (36:42.84)
Possibly implementation. And absolutely through proximity. People pay for those things. They want those things. And you already have those things in you to give. Thanks for watching. Thanks for listening. Have an amazing rest of your week, and I'll see you on another episode real soon.
