after working with 100s of info businesses in the last several years, here's what separates the ones who keep winning apart from the ones who fizzle out: speed of iteration. sounds simple, but let me break it down for you. the average info guru finds a pocket with their offer that converts like crazy with one specific funnel type example: high ticket health coaching maybe they record a killer webinar, run it evergreen, and scale it slowly to ~300k spend a month they think to grow the biz their main focus points need to be sales + fulfillment so they put a year or two into growing a killer sales team and ensuring the product is good. both great things to do at 100k/mo, they see almost no attrition, so they spend 200k the next month CAC goes up a bit, but hey, volume is good. "we can afford for costs to be a bit higher." so they scale more, and eventually they get to 300k/mo. call costs are higher now, but they're still profitable. so they try to scale to 400k. whoops, they made the same amount of profit as they did at 300k. calls stopped converting for some reason? so they focus on sales culture again. fire some reps. hire some others. they might keep a/b testing the funnel, dialing in some stuff like CRM + followup. maybe they swap agencies a few times, thinking surely there's someone out there who is better at media buying and can get them past the "scale wall". but here's what actually happened: the market moved on. that webinar format that crushed it 18 months ago has now been seen by the market 100 times. the hooks are stale. the objections have evolved. competitors copied the good parts and improved on them. meanwhile, the winners never stopped moving. while the first guy was perfecting his sales team and squeezing another 2% out of his webinar, the winners were testing: - VSLs when webinars started getting saturated - application funnels when VSLs got expensive - advertorials when everyone was running video ads - challenge funnels when automation got cheap