So, here’s the thing: My success in business the last few years has a lot to do with Synthesizing even though from the outside looking in, it may not seem like I’m using Andrew's model. Feb 2020: I’m an author of 8 books (all on education) and speak 70-80 times a year for $5k-$10k a gig. I’m traveling all over the place and the money is good but the lifestyle is not with four kids and my wife at home. I have been building my course business for the last couple of years due in part to Uplevel and other courses and have yet to find a high ticket program that works in education, mostly selling $100-$300 courses that provide a ton of value at a price the market can afford. March 2020: Covid hits and almost all of my events get canceled or rescheduled. I’m running high on anxiety. All of my peers who are authors and speakers begin to have the same experience, except most of them have never created a course, much less built an email list or marketed a program. April 2020: I charge my first couple of clients a high ticket flat fee to get them started on a course Etc. However with money going down the drain because of canceled gigs most do not want to front cash to have something built (understandable). Pivot (epiphany) moment: Everyone who is an author and speaker that I’m talking with does not understand this business model of paying for a course or services. Why? Because they all work under the publishing and speaking model where a company takes a percentage of their work. They are fine with this and understand it. They prefer it. Now, I know it is not what a lot of "online gurus" recommenss necessarily, but it is something folks like Hormozi talk about all the time: Build for a true avatar. So, I start pitching partnerships instead of service (DFY) or course/programs (DIY). The deal with a partnership is mutual benefit. I only make money if they make money. And vice versa. I’m pitching these partnerships to already successful authors and speakers who have audiences. They are just not making money in a Covid world with no travel and speaking.
