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You’re leaving money on the table.

Something was working for you in the past and for some reason you stopped doing it.

Don’t feel bad, almost everyone does this! So much so that when I was on a plane last month, the guy sitting next to us on the flight home asked what I did. I decided to tell him my story.

At one point in my story, I said, “At this point, things were going pretty well…“ He interjected: “So you did something else, right?”

I laughed because of course he was right. He’d seen it time and again: people find something that works, but because of Shiny Object Syndrome they move on to something else.

In today’s episode, we look at revisiting the things that were working for you in the past to potentially double your revenue. We also talk about what you should be focusing on if you’ve yet to find something that works yet.

Highlights, Takeaways, & Quick Wins:
  • You can be focusing on a lot of good things and still not get anything done.
  • Focus on a single thing. Anything else is a shiny object, even if it’s a good thing.
  • Take regular, consistent breaks from your normal work and allow yourself to pursue secondary passions.
  • The most successful and happy people are the ones who found and lived out what fulfills them.
  • No one masters every skill all at once before their first project.
  • Don’t let a lack of skills keep you from starting with what you have right now.
  • What has worked for you in the past and how can you do more of it?
  • Building systems and processes allows you to recreate replicable sections of your business.
  • You can’t do more of what works until you’ve done something that works first.
  • It’s much easier to double your revenue when you’ve already made money.
Show Notes
  • 06:09 Sean: A few weeks ago, I was on a plane with my wife coming back from our New York trip and we were sitting next to this guy who asked what I did. I told him and when I got to the part of my story where I said, “I did lettering and that was going really well,” and he interjects and says, “So you did something else, right?” I chuckled because, of course, that’s what I did and he’d seen it a million times. That’s what a lot of people tend to do—they get to the point where they find something that works and then they move on for some reason.
  • 07:00 For those of you who haven’t gotten to the point where you’ve found something that works, I promise I have something for you in this show too. I’m sure it sounds really weird to you right now. Someone in the chat room earlier said, “I can’t imagine finding something that works and not doing more of it!” It doesn’t make sense but when you’ve found something that works, more often than not you tend to leave it. You did it, it worked, and then you want to move on, but there’s so much more potential before moving on to something else. If you’ve already moved on, you might be looking back on what worked in the past and realizing it was an opportunity you missed out on.
  • 07:50 Ben: I wonder if it’s a “thrill of the chase” kind of thing. I think about times in my life when something has been working and the time I spent leading up to it and building it was energizing, but once I got there it’s a little bit boring. You start looking at other things because you miss the chase and you get distracted by that. It’s not like you’re purposefully making yourself feel bored with something, it’s a natural thing, but is it a natural thing we need to work with? Instead of looking outside of what you’re doing, look into what you’re doing and asking yourself, “Is there something more here that I can pursue?” You’re bringing that natural tendency back in to do something productive with what you have.

Focusing and Avoiding Shiny Object Syndrome

  • 09:18 Sean: What is a shiny object? Charla asks, “Sometimes the line between something being a ‘shiny object’ and truly helpful is blurry. How can you differentiate between the two?” First, what is the focus?

Focus on a single thing. Anything else is a shiny object, even if it’s a good thing.

You be can focusing on a lot of good things and still not get anything done.

  • 11:09 Some examples would be if you’re trying to launch an eCommerce store and you get caught up in all these fancy plug-ins. Maybe you just need to launch your store and make some sales. If you’ve got a microphone and you want to do a podcast, but part of you is trying to focus on that but the other part of you is looking at upgrading your microphone, maybe you should record a few episodes first and prove that you’re going to show up and do it. Whether it’s podcasting or video, use what you have and do the best you can with it. Anything can be a shiny object to you. One thing could be someone’s focus but another person’s shiny object.
  • 12:50 Ben: On Back to Work, they say, “Getting to the nut,” which is whatever that central thing is for you. With podcasting, you have the essential tools you need to start producing and sharing content, but sometimes we use the shiny objects as a reason not to get started. We say, “I don’t want to start putting stuff out there until I can make really nice featured images and I have this nicer microphone.” If you’re being objective about it, those are nice-to-haves, they’re not necessary in order to do what you think you should be doing. It doesn’t seem like a legitimate desire to put out the best quality you can. You may care about quality, but I think it’s more of an excuse not to move forward than it is something you really need.

How Do You Know What Works in the Early Stages?

  • 14:27 Sean: Charli asks, “In the early stages when you’re low on feedback and data because of low traffic, how do you best determine what works? Should you keep going with everything until something stands out for you to focus on?”
  • 14:44 Ben: I thought of shiny objects in terms of things you’re trying to do but not seeing results from, so you look for the next thing. This puts you in a pattern of not staying with something long enough to see results in the first place. There’s a lot of factors to that, like if there’s scarcity involved where you have so much pressure to perform and get results that if you don’t see them within a certain amount of time, you feel like you have to move on to the next thing.
  • 15:46 Sean: It’s one thing if you’re focusing on one thing at a time and you’re not getting results yet, but a lot of people are trying a bunch of things to see what works. If you’re trying a bunch of things none of them are going to work for you. You can’t be scattered or throw stuff against the wall and hope something sticks. You’ve got to go all in and try one thing at a time.You might look back and say, “I tried a bunch of things,” but you were trying them all one at a time. You saw it through to completion before moving on to the next thing.
  • 16:57 People are confusing that with trying a bunch of things all at once. You don’t want to try 10 things at once, because you won’t be able to truly see if any one of them would have worked. Pick something—it doesn’t matter which one—and if it’s the right one, it’s going to work out. If it’s the wrong one, you move on. Go until something fails or it succeeds. If it fails, you can recalibrate or you can pick something different. Go until it’s no longer working and then try something. Looking back it might seem like you’ve tried a bunch of things but don’t confuse that with doing everything until it works.
  • 18:17 Ben: One way you can combat that shiny object syndrome is instead of having your goals based on the results you want to see, let your goals be a certain number of posts or a duration of time. At some point it might be very clear to you it’s something you need to move on from. It’s saying, “I’m going to do this for 6 months,” or, “I’m going to put out 52 posts,” instead doing something as long as you see results within a certain amount of time. That’s what will keep you out of the cycle of chasing after the next thing.
  • 19:26 Sean: Similarly, if someone hasn’t found anything that works, they’re probably wondering how they can do more of something they don’t have. You’re actually in a great position! The people I’m speaking to are the people that moved on from something that works and they’re missing an opportunity, but you haven’t gotten there yet. You’re earlier in the game and that’s awesome because you know what’s coming. You know that when you do find something that works, you can keep doing more of it.
  • 20:45 I wish I knew to look for the thing that works. If you’re wondering, “How do I know something works?” you’re just going to know. I know because Learn Lettering was a huge success. You’ll know because one of your products is going to sell ten times what the other products are selling or you made a change to your site and you’re getting way more client requests than you ever have before. That’s what’s working and if you haven’t gotten there yet, you know what to look for.

How Can I Focus on the Bigger Picture?

  • 21:26 Devin asks, “How do you look beyond the shiny object and focus on the bigger picture?” I think the bigger picture is about focus and focus is about the smaller picture. Shiny objects are things that are pulling you away from focus. When you’re in big-picture mode, you’re not effected by shiny objects. I wouldn’t think about looking past the shiny object to the bigger picture, I would more think about looking to the focus. Don’t even look over there to look past the shiny object, just look at what you’re supposed to be focusing on.
  • 22:39 Ben: I have this picture in my mind of a line with a dot where you are and along the line in the future, there’s a dot that represents the goal. The purpose of your goal is to motivate you to keep moving because movement is what you want even if that goal changes. A shiny object may be a lens to look at your goal through. Look at that timeline and asking yourself objectively, “Does this shiny object fit on this timeline? Is it in line with my goal?” Be honest with yourself about that question or even get input from other people about it if the shiny object is big and life-changing.
  • 24:19 Sean: I’ve been thinking of shiny objects as negative things because they’re trying to attract your attention away from the set path in front of you. You mentioned asking yourself if the shiny object is aligned with your goal, which is interesting to me. I wouldn’t define it as a shiny object if it was on the path. If you’re trying to podcast, you need a microphone so if you don’t have a microphone, getting a microphone is on the path. It’s not a shiny object at that point. If you have a microphone and you want to get a fancier one that you don’t really need to start, that’s a shiny object off the path.
  • 25:05 Ben: Sometimes a shiny object is on the path but it’s further down the path than you are today and it’s not something you need to be thinking about yet. Shiny objects can be in line with your goal but they can be distracting from what you need to be doing today. I have this In the Boat with Ben Content Marketing Wishlist where I wrote down of all these things I want to be doing with the show just to get it out of my brain, because those are shiny objects for me. Those will be purposeful when I get to that place, but today if I tried to make those things happen, they would derail me.
  • 26:02 Sean: I like that because there could be shiny objects on the path. Say you’re driving on the highway through medium traffic at 55 mph. You’re not stuck in traffic, there’s just a lot of cars. A mile or two ahead, you can see a metal 18 wheeler that that the sun is catching and glistening off of. Maybe this truck is full of your favorite treat so you want to catch up to it, but if you focus on it you’ll end up wrecking right where you are. Right now you need to be maneuvering through your current situation to get there.

When Is It Ok to Move on to Something Else?

  • 28:22 Aaron asks, “As someone who works on the internet, there are a lot of valuable things I could learn about. Any advice for choosing when you’re overwhelmed with options?” Dane follows up with, “When is it okay to move on to the next thing? How do you know that you’ve taken full advantage of what is working before you can move on?” Master something. If you’ve mastered something, that’s a good sign you have a level of freedom to move on and learn the next thing. When I think of Aaron, I think that he’s mastered podcast editing and everything audio. If he wants to start learning coding on the side, that’s fine.

If you don’t feel like you’ve mastered anything, then you need to continue focusing on whatever you’re working on right now.

  • 29:10 That’s a sign it’s not time to move on yet. Picture you have different camp fires that represent your different passions. You’re running around trying to stoke the embers to keep them barely lit and from going dead. The problem is you’re stuck running around stoking the embers of your passions, when if you focus on one and build it to bonfire status—which will take time—then you can move on to the next one without having to worry about it going out (Related: e121 Seriously, Am I Screwed if I Have Multiple Passions?). It’s not only not going to go out, but it’s also going to act as a beacon to everyone else and it’s going to draw people to you. People will notice that one fire and then want to check out the other fires you have.
  • 30:52 Ben: There’s this Scarcity Mindset too of feeling like, “If I only focus on one thing right now or stay on one thing for too long, the world, technology, and tastes move at such a fast pace that I’m going to miss something.” The problem with thinking that way is you’re always reacting to what you see going on outside, instead of creating from what you have inside you. That authentic creation from what’s inside you, focusing that, and mastering something is going to shape the world you live in and will have an offensive position in the world instead of a defensive one.
  • 32:00 Sean: Be you, find your passion, and live that out—that’s the sweet spot. Passion and doing what you love is getting a bad rep right now because it’s so cliché.

The most successful and happy people are the ones that found and lived out what fulfills them.

  • 32:50 That’s whether you discover what you’re good at through starting with passion and developing that skill, or developing a skill and finding out you’re passionate about it—it works both ways. People make it this dichotomy, “True passion is when you work at something and you hate your life, you work really hard, and then you get good at it. That’s passion because it’s fun to be good at something.” I agree that happens and it’s one route, but another route is to start with your passion and pursue it. The more common problem with that is people not using the Overlap Technique and burning out on their passion.

There are different routes to finding your passion, but find it and then live it out.

Blur the line between work and play.

  • 33:59 Pour yourself into it. Go out all out in it and that’s where you’re going to find success. It’s not about the hours or the money, you’re doing this because you love it and you love the people in your audience. Only good things can come from that! Some people call that naive, but if you look at the people who are successful, fulfilled, and happy doing what they love, they’ve found their thing and they’re being themselves. They feel whole in that and the results speak for it.
  • 34:47 Ben: The negative and jaded messages out there aren’t pointing to the following of your passion. Following your passion and living that out brings about the positive things you’re looking for, like success and attention, but the reason people follow their passion and fail is because they weren’t protecting it. That’s the part of the message that’s often missing from people who talk about following your passion.
  • 35:25 Sean: The message seems to be: step one, follow your passion and step two is happiness and success.
  • 35:33 Ben: The message should be: pour yourself into your passion but protect it with something that meets your needs until your passion is capable of doing that.

Is It Ok to Give a Shiny Object Part of Your Focus?

  • 36:06 Sean: Albert asks, “Is it a good strategy to still work on a ‘new shiny object’ if you are only giving it, say, strictly 25% of your time, but in a consistent basis? So that you are slowly making progress even if its not your primary focus?” I would say yes and the way to do that is Small Scale Sabbaticals.

Take regular, consistent breaks from your normal work and allow yourself to pursue secondary passions.

  • 36:40 Ben: Most of the time you’ll find that the thing you purposefully set time aside to pursue can add to what your main focus is. Sometimes it’s not just in the form of practical tools, sometimes it’s learning problem solving or critical thinking in a different way and applying those skills to the main thing you’re doing.
  • 37:42 Sean: I think it’s really healthy. Even if this secondary passion doesn’t become a thing, it’s heathy to get away from your main thing and not just getting away from it by taking a break from you work, but getting away so you can apply yourself toward something totally different. You use a different part of your brain and it really takes you away. It’s almost like the escapism that people love so much in playing video games. You get engrossed in a game or TV show and it takes you to a whole other world, where your stress melts away.
  • 38:58 There’s nothing wrong with TV shows and video games in moderation, I’m just giving an example of why people gravitate toward that and how you can recreate that by taking regular breaks and applying yourself toward something. You get really far removed that way from your normal day-to-day routine, and the stress or anxiety that might come with that. There’s a refreshing and therapeutic nature to that that’s very beneficial to your work, even more so than playing video games even. When you apply yourself to this secondary passion, you’ve created something and it’s productive.
  • 40:12 Ben: Could you use that sabbatical time to do something you would consider a shiny object that might not be necessary because it’s a nice-to-have that applies to the main thing you’re doing? For example, let’s say the shiny object is a WordPress plug-in that adds a functionality that could increase traffic to your site, but it’s not really something you should work on during regular work time. You could take that sabbatical week as a “work blitz” to really focus on it and get it up and running.
  • 41:09 Sean: I’ve done that before and I think it’s great because you have that freedom.
  • 41:17 Ben: I know that’s work but it’s also a departure from the normal, more creative stuff you might be doing. Knocking out that big of a task in a week that will add value to your site will leave you feeling very productive.

People tend to associate anything that’s productive with doing work.

  • 41:55 Sean: They say, “Oh, you shouldn’t be doing work on your sabbatical. You don’t want to be a workaholic,” but really, it’s fun to solve problems. If all your money was taking care of, you had been on a few vacations, you read all the books and watched all the TV shows you wanted to, what would you want to do? People say they want to be on the beach sipping coconuts, which might be fun in the honeymoon phase, but eventually you’ll realize that doesn’t fulfill you. We crave challenges and problems to solve.
  • 42:52 Doing the things that challenge us is productive, but it’s not a bad thing. It can be both fun and relaxing when it’s not your main work. On one of my past sabbaticals, I spent 30 or 40 hours learning Infusionsoft. I know that sounds terrible on the outside, but I wasn’t planning to spend the whole week learning that. I had the freedom to do what I wanted to do and I wanted to do this arguably shiny object thing. Everything was still working and we could have managed without Infusionsoft but we really needed it and it was a time investment. I enjoy learning so I spent that time learning it and honestly, it was fun.
  • 44:13 Ben: It seems taxing to learn while you’re also having to work and implement that knowledge right away. The idea of having a whole week set aside for learning this thing with no other obligations sounds really enjoyable. I’m sure by the end of that week I would be so done with reading about what I was learning, but then I get to jump back into the work I was doing before.

Do More of What Works

  • 44:58 Sean: Kyle Arbuckle asks, “How do you handle shiny object syndrome when it becomes paralyzing? For example, I haven’t created a website or even began because I feel that I need to learn animations, jQuery, and javascript to even have something that’s ‘acceptable.'” I know a lot of people feel this overwhelm with what they want to do. Focus on what you’re good at right now. I bet he has an interest because he knows some stuff. He could probably build a website, but he’s scared to start calling himself a web designer or take on clients because he doesn’t know all this other stuff. He’s looking at all these other people and thinking, “I’m not that good,” and it’s keeping him from even going. Start making some websites and learn one thing at a time. With each project, you learn something new.

No one masters every skill all at once before their first project.

  • 46:53 Ben: When I was doing web design, it seemed like every client would ask, “Can you do this thing?” I would say yes, even thought it was only something I new in theory how to do as a way of challenging myself to learn. Out of necessity I had to start with something very basic. The first time someone asked me to do something I didn’t know how to do it was challenging and a little scary.
  • 47:43 Sean: You’ve just got to start. jQuery and java script are your shiny objects right now. Start making websites with what you know and use those opportunities to learn and grow your skill set.

Don’t let a lack of skills keep you from starting with what you have right now.

  • 48:11 Cory: I’m working on a website right now and I’ve drawn out exactly how I want to it to look. It’s paralyzing getting any form of website out there, so the advice I’ve been hearing is to forget the perfect vision I have in my head and to find a template I can plug things into just to have something to point people to.
  • 48:58 Ben: What Sean is talking about is specific to someone who identifies themselves as a web designer who is trying to do web design, but you might be in any field and the things you need aren’t a part of what you do. Cory is a filmmaker so web development isn’t a skill he should have. If you don’t have the resources or time to learn how to put together the perfect vision in your head, you absolutely shouldn’t let your lack of skills in those areas keep you from moving with the main thing you’re doing. Get something up that’s at least functional.
  • 49:47 Sean: Sarah says, “This works for everything I think, but I started web design 10 years ago because I needed it for a project. At that time I didn’t care about becoming a web designer or mastering it, my goal was to make a website. I started learning and I built my website as I went. My first site was terrible but the more I learned, the better it looked. I didn’t care about anything but making a website, that’s how I was able to move forward. Look at the goal, not the collateral stuff.”

Double Your Revenue

  • 50:41 Jean asks, “How do you set a goal or plan to double your revenue in the early stages?” You would think it would be easier in the early stages because doubling your revenue if you made $1,000 is only $2,000, whereas doubling your revenue if you made $100,000 is a whole $200,000, but it doesn’t work that way. It’s not simple math because by the time you’re making $100,000, you’ve learned how to make money. You have mindsets that are replicable. By that point, you have things that work that you can do more of. When you’re just starting out, it doesn’t matter if $2,000 is only $1,000 more than what you made. It’s a big deal when you haven’t found something that works.
  • 51:48 If you’re in the early stages and you’re wondering how to double your revenue right now, you’ve got to keep going. When you find something that works, it’ll be very obvious to you and you have to combat the urge to move on from it immediately. If you’re not there yet, you need to be on the lookout for the thing that works. If you’ve passed it, look back on things you’ve done in the past and at what’s been working. Earlier, someone asked, “What do you mean by ‘what’s working? Are you talking about financially?'” In this case when I’m talking about doubling your revenue, I’m talking about what works financially. If there was something in your past that was making money and you moved on from it, you need to go back to it and do more of it. This applies to things that aren’t necessarily financial too like health, relationships, etc.
  • 53:24 Ben: It’s hard to think about it in terms other than financial because the number is something you can grab a hold of. When I think about health, sometimes what was working for me was working because of the circumstances I was in at the time and now that those circumstances have changed, I can’t go back to what was working because my circumstances don’t allow for it. For example, I used to go running four or five days a week with Rachel when we didn’t have kids but in the last five years it’s been difficult to do those things that were working because our time schedules are different and someone needs to stay with the kids. Now, I can find other things that were working that I can still use like the regularity of it and the accountability with Rachel I had. Even if the things that were working for you no longer work in your new circumstances, you can find some components of it that you can bring to a new approach.
  • 55:46 Sean: Instead of saying, “I can’t do this perfectly,” salvage what you can and apply it where you can now. What are the parts of this thing that no longer work because of circumstances or other changes? Break those down. In your case, Ben, you can’t run with Rachel because of time and children now, but something was motivating you to do it before—the personal accountability. If it can’t be Rachel, maybe it can be a buddy that has the free time. It won’t be the same but you’re trying to rebuild it. You’ve lost these bricks of the building, what other bricks can we put it their place so the building can still stand?
  • 57:00 Let’s say you were podcasting and it was generating a bunch of traffic to your site and revenue from sales. Now you’re no longer podcasting so that traffic and revenue source went away. Maybe you should start podcasting again, replace podcasting with video, or you could replace the cohost that left. It won’t be the same but it’ll be new. You knew something was working so if there’s a piece no longer there, replace that piece in one way or another. If you’re selling a course and the sales have gone down, what were you doing at the time sales were up? You were probably creating content around the topic of your course. I used to do lettering but I’m not focused on that anymore, so I can’t be surprised that the Learn Lettering sales have gone down!
  • 58:43 It was working so maybe I should start putting out more lettering pieces or blogging, which is actually what I’m doing with the Learn Lettering 2.0 launch at the end of July. I’ll also be putting out a lettering blog post every day for 30 days leading up to the launch. Maybe you’re thinking you don’t have time to do something like that, but what do you have time for? What are you saying yes to that’s taking up your time and not giving you anything back? Now that you’ve identified what works, you know the time that goes into what you know you need to do more of will get results. In the past, Ben, you know that running with Rachel worked and you can’t do that now, but you know that if you could get a buddy to run with you, it might be worth stealing some time from another area where you’re not getting any return.
  • 1:01:06 Ben: If it’s something I really cared about, it was working in the past, and it’s a priority of mine, I can either let those things be an excuse or I can find ways to make it work now by replacing those pieces. It’s not just about finding the time from something else that’s not giving you some return, but can you also adjust your expectation of what it should look like in order to make it possible to take small steps. Instead of doing something daily, you do it weekly and that’s better than not doing it at all.
  • 1:02:15 Sean: If you’ve got something that works, you might be considering cloning areas of your business that are working. It’s not going to be simple.

What has worked for you in the past and how can you do more of it?

  • 1:02:49 If selling shirts has worked for you, how can you sell more shirts? If you’re pouring in a lot of effort and energy into something that you’re not getting results from, then look at the places that are working and do more of that. I’m in the place of bringing more people on and realizing there’s a lot of systems that need to be put in place so I’ve decided that anytime I teach someone something, I’m recording it. I’ll show Laci how to do something with my microphone on so she’s learning but I’m saving it for training later. I’m immediately cutting my time in half this way by creating a process that multiple people can watch. Building systems and processes allows you to recreate replicable sections of your business. If courses are working then come up with a system for creating, producing, launching, and marketing courses. It’s not going to be easy but once you have that, you can do more and more.
  • 1:05:22 Ben: I’m itching to do some kind of weekly video thing, but I know if I don’t have a good process in place for getting things set up, gathering footage, and syncing then I’m going to waste a lot of time every week fumbling through it. It’s worth spending the extra time in the beginning to create an outline of the process that I can repeat, almost mindlessly. It’s not only going to save you time every time you do it, but it’s also going to save you mental processing energy.
  • 1:09:00 Sean: If you have something that’s working—traffic is coming in, people are converting to sales, etc.—it may be worth looking into paid marketing. If you have a system where 100 people come in and five people buy, then if 1,000 people come in, 50 people will buy. If the amount to get the people in, whether that’s traditional ads or giving away $500 worth of free shirts at an event, compare the return on investment. If it’s working, put more money into the machine.

When Not to Worry About Scale

  • 1:11:14 Do the unscalable things. An example of this is reaching out to people personally. You don’t have to focus on automation! If you want 10 people to buy something, then write 10 personal emails instead of trying to scale it. If you have a $500 course and 10 hot prospects, write each of them an email. If one of them buys it that’s $50 an email. If a consulting client will pay you $10,000 to overhaul their website, go buy them dinner. That’s $60 and you make $10,000. Stop trying to do everything over email if it’s not working. Stop trying to automate everything when you can do the unscalable things right now.
  • 1:12:33 Ben: It’s not natural to think about things in that way. Everything you spend time on is an investment and the results of that time are the returns. If you can look at things that way, objectively, it’s easier to see what’s worthwhile and what’s not.
  • 1:13:33 Sean: What do the people in your audience care about? What are they asking for? What’s the elephant in the room you’re ignoring? Maybe some of you are thinking that your audience wants something but you want to do something else. I’m all about passion, but I’m also all about the Overlap Technique. Maybe in you’re own business you need to do what works right now to get the cashflow and build that foundation, then you get to do the thing that’s fun and you’re passionate about because you’re supported and you can let it grow organically. Eventually it can become something that’s sustaining you and creating revenue.
  • 1:14:20 This is the situation I was in; I was charging five figures for client work and I was selling products every day. I was doing fine and making money, but I was ignoring the elephant in the room, which was the thousands of people who wanted to learn how to do what I did. When I finally opened my eyes to what the audience was asking for, that’s where the real revenue came from. I didn’t see it because things were working. If your audience is asking you for something, that’s the kind of feedback you should be listening to. That’s not a shiny object, that’s your target audience telling you what will work even better than what might already be working.
  • 1:15:47 If you’re just starting out and don’t have anything that works yet, you’re in a good position because you know what to look for. You’ve got to keep going. Get to the initial success first, which means getting over the 99 failures before it.

You can’t do more of what works until you’ve done something that works first.

  • 1:16:16 Ben: It takes a lot longer to get from zero to $10,000 a month than it takes to get from $10,000 to $50,000 a month.
  • 1:16:37 Sean: You’ll notice the material out there that’s helping people is very focused—“Make your first $1,000 on the side,” or, “Earn your first $10,000,” because that’s the hardest part. After that you don’t see, “Go from $50,000 to $70,000 a month,” because the people already there don’t care about $20,000 a month. What you start seeing is, “Get from five figures to six figures a month,” because it’s minor optimizations and mindset shifts that make the difference. It’s much easier to double your revenue when you’ve already made money.