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Start Here: Get The Framework Free, Then Unlock The Rest
If this is your first time on this page, do this before anything else: download the 10-Step Freedom Framework Workbook. One page per step, the exact gate questions from the book, space for your own answers. Free. No sign-up required. Nothing to wait for. 𝗢𝗽𝗲𝗻 𝗶𝘁, 𝗮𝗻𝗱 𝘆𝗼𝘂 𝗰𝗮𝗻 𝘀𝘁𝗮𝗿𝘁 𝗦𝘁𝗲𝗽 𝟭 𝘁𝗼𝗱𝗮𝘆. → Download the 10-Step Freedom Framework Workbook That workbook is yours. It's the foundation everything else on this page sits on top of. 𝗧𝗵𝗲𝗻 𝗜𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗲 𝗬𝗼𝘂𝗿𝘀𝗲𝗹𝗳 Everything past the workbook needs one thing from you: introduce yourself. It takes under a minute, and it unlocks immediately — no waiting, no review, nobody getting back to you later. The moment you do it, Level 1 opens: Cast Off, your Start Here path for wherever you are on the six stages of business, the key lessons that go with it, and The Hold. → Introduce yourself and unlock Level 1 below. 𝗧𝗵𝗲 𝗛𝗼𝗹𝗱 The Hold is the classroom where the full toolkit lives — the tools built to sit alongside specific chapters and specific steps of the Freedom Framework. It doesn't all sit open at once. Every week, one tool comes out of The Hold and sits there free for seven days. Miss the week, and it goes back. A different one takes its place next week. That's the only reason to check back. The Hold won't look different from the outside. What's unlocked inside it will be. 𝗨𝗡𝗟𝗢𝗖𝗞𝗘𝗗 𝗧𝗛𝗜𝗦 𝗪𝗘𝗘𝗞 𝗜𝗡 𝗧𝗛𝗘 𝗛𝗢𝗟𝗗 — 𝗙𝗥𝗘𝗘 𝗧𝗛𝗥𝗢𝗨𝗚𝗛 𝗦𝗨𝗡𝗗𝗔𝗬 The First Five Customers Interview Kit 25 discovery questions, a word-for-word call script, a scoring system, and the tracker that tells you exactly which five people to build for first. — Twenty-five discovery questions, arranged in five blocks, built to get people talking honestly about a real problem before you've said a single word about your idea. — A word-for-word call script for the entire conversation — the opening, the pivot into pitching, and both versions of the close — so you're never improvising on a call that matters.
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Take the free "How to start a business without any money" course
The real question was never how do you make a lot of money, it's how you spend your time to build something you can own and nurture, something that funds the lifestyle you want. That starts with widening the horizon, putting space between you and the edge, so you can work on the business instead of just in it. Introduce yourself below and the full course unlocks. Step 1: Introduce yourself That's the only requirement. One comment, telling the group who you are and what you're working on right now. Step 2: Take the course, create your plan The course unlocks when you introduce yourself. It was written for anyone starting from zero, and that covers more people than it sounds. A brand new business starting from zero. An existing business that's stalled and needs to restart from zero. A relaunch after a slow year, a pivot, a change in direction. It walks through the five stages that cost almost nothing but that few businesses ever nail, the system that lets you choose when you work in the business instead of being stuck there. If you've already posted a comment you already have access. Step 2: Take the course, create your plan
Starting a business? You already know your price is too low.
You knew it when you typed the number into the proposal. The number was not chosen. It was a retreat. I call it the Fear Price: the figure you set by what you are afraid of, instead of by what your clients would say you are worth. Now the question in your head is this: how can I have a reputation before I have a single client? Here is the thing though. You have one. It just has not been written down. Every business is judged by people, and a reputation is built one way: by satisfying the needs of clients. Once it exists, it keeps clients coming back and puts you in a premium position, where people pay more to deal with you instead of paying less somewhere else. A low price breaks that at the first step. It attracts the clients who compare on price, and there is always someone cheaper. That is the race to the bottom, and it is where businesses fail. Bayer was my first client at Weboptimiser, and it came from an introduction. I wrote the work up as a one page case study. From then on, new clients arrived already sold. Our first meetings were not sales meetings. They started with "right, let's get this done." The case study had already done the persuading. The evidence was there before I wrote it down. Yours is too, whether it comes from a first client or from forty years of work for someone else. Age counts for you here, not against you. Do this today: write down what your best client, or the best person you have ever worked with, would say about you that you would never say about yourself. Then price against that sentence, not against your fear. Read the full story here
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Starting a business? You already know your price is too low.
Referrals convert because trust is transferred.
Most businesses are trying to solve a trust problem with money. Ads and SEO are both broadcast mechanisms, they put a signal out wide and hope it lands on someone willing to trust a stranger cold. That's slow and expensive, because every one of those people starts at zero. A referral doesn't start at zero. The person referring you has already done the vetting, and they're lending their own reputation to back it up. You're not earning trust in that moment, you're inheriting it. That's why the New York Times found 65% of new business comes from referrals rather than ads or SEO, the two mechanisms are doing different jobs. The mistake is treating referrals as luck rather than a system. Once you notice that, the fix is simple: stop waiting for someone to mention your name at a dinner party, and build the moment for it into how you deliver the work. Do this next: pick one client or customer you delivered a strong result for recently, and give them an easy, specific way to pass your name on this week.
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Referrals convert because trust is transferred.
Nobody is born a salesperson. Your first five clients prove it.
The worst thing you can do before starting a business is wait until you feel like a salesperson. You are probably thinking that sales is a personality trait, and you were not born with it. Great salespeople are not born. They are trained, and the training is repetition. Every conversation with someone who has a real problem teaches you what no book can: which question opens people up, which price they accept, which objection keeps returning. I call it the Five Client Apprenticeship. Your first five clients are not just income. They are your training ground. Most people skip it and build a website, a logo or an investor pitch first. I watched a business linked to a long-running TV programme attract huge traffic and fold anyway, because visitors were doing the job that conversations should have done. Another founder has spent over two years chasing venture funding without a single sale. Investors fund scale, and scale needs sales first. When you sign a client, you are paid to learn what to sell. Some early clients will even fund the development of what they need. Do this today: write down one type of person and the one problem you solve for them. Then book a single conversation with someone who has that problem, and ask what it is costing them.
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Nobody is born a salesperson. Your first five clients prove it.
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For deep-skill subject matter experts (AI, biotech, IT, et al). Refer and sell without selling. Engineer your first (or next) 5 clients.
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