An oft trotted out line.

If you're producing content then you are likely thinking about how you deliver value. That's a common mistake.

The logic goes that if you deliver lots of value t…

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Feel Good Offers:

I've had folks in town for three days.

I rarely sell tickets to the Blueprint anymore because it's much more fun to invite people who are already in my world.

I include the 6-8 Bluepr…

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Create content.

Build a webpage.

Launch a product.

Literally a few button clicks away.

But just because you can doesn't mean you shou…

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I’ve been married to the Brazilian one year today.

Our secret little ceremony at home twelve months ago.

Her radiant in white, with a giant baby bump.

Me barefoot and dressed up.

Together three years, …

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I love being wrong.

But only when I can do something about it.

Building SolOS to serve a large group of people who don’t have access to me is a learning journey.

I’ve done many low-touch memberships …

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I started a YouTube channel years ago.

I’ve had more aborted starts than I can count.

Hired videographers, did a series of videos, stopped publishing.

Did DIY videos on my phone. Stop publishing.

Did…

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It was dark in that room.

Even on a sunny day it was shaded by trees.

But it was my little office at home.

I had left my job, had a major consulting client I had to visit in their office and a couple o…

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Jason Fried build Basecamp into a monster.

27 years, profitable the whole time while ignoring most SAAS and VC lore of raise a ton of money and spend a fortune on acquisition.

He started with a simple…

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(after meditating, bulletproof coffee and before the gym - Yes, I'm woke AF...)

And I brought up the topic of money mindset.

8 years ago my fear and scarcity around m…

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Maybe there still is but I remember how much grind I went through to create my first $1m offer.

If I knew then what I know now, then I would have done it in a third of the time with a fraction of the effort.

I predict we will see many $1m coaching businesses collapse to nothing this year and equally some $1m+ unicorns rise in their place.

I am seeing the same builders building at a pace never seen before alongside the silent screams of dinosaurs watching their moat disappear by the day.

The SoloOs dashboard ticked over a cool little milestone yesterday.

(no more Stripe screenshots as we integrate it into the platform :D )

$3133 a day.

$212,000 came from the launch.

Another $200,000ish comes from annual plans.

The rest racking up weekly on $58 and $78 subscriptions.

How?

I’ll give you the TLDR right now and dive into each one later on:

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Something Big is Happening by Matt Schumer.

He’s a long-time developer and now builder, and speaks from the inside of the AI revolution.

It’s got tens of million…

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When you’re in a long term relationship you develop collective ideas.

When it ends you get to examine them.

And then you get to keep some of them and discard others.

Some of these ideas went against the way I was operating.

I love being a Dad. I want a family including more children.

I want to be rich but I don’t want a large business and all the responsibilities and time it entails. I want cashflow and use it to buy assets for my future and for my kids when they need them.

I had to reduce down the options to only those that were likely to get me where I wanted to go.

I decided what I wanted. And I created it.

I shared the plan for my biz:

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I’m going to Zercher squat 150% of bodywei…

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Recurring revenue is a mirage.

Recurring only recurs in hindsight looking back at what has already happened.

Many believe they have recurring revenue businesses but they actually have long duration products on pay plans.

The only real money in business is now money. Cash realised in a bank account.

The flip side is that if you take upfront payments you are incurring a liability.

The $20,000 you accept to work with a customer over 12 months has a delivery liability you must fulfill over that time period.

The delivery obligation is a liability.

Smart business is balancing assets and liabilities.

Clients are assets.

We generate yield from client assets by delivering agreed value.

To grow revenue we must either increase the number of clients, increase the value of each client or increase the lifetime of the client.

The best businesses do all three.

My definition of recurring revenue is revenue that showed up in the past.

I will not show you how to generate recurring revenue.

That is impossible as it’s only generated in hindsight.

I will take you into the future so you can build a model that generates recurring revenue when you look back into the past.

These principles increase the number of clients, generate the highest value per client and keeps them in your world for a very long time and does this with the lowest level of complexity.

In the future you will marvel at the recurring revenue this has generated for you.

These principles put a client in motion.

If you have a large amount of clients in motion your business will flow.

I go into depth of each of the Principles and exactly how to deploy them in this essay:

The Flaws of The MRR Model

The most common model is to sell a 12 month program paying month to month.

It’s theoretically sound but falls apart in practice.

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But I didn’t know …

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I was having a pretty rough time in late 2023.

My life as I knew and imagined had unraveled.

The desire to curl up in a ball and just stop was very strong.

But I had made commitments and obligations …

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