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Welcome to the Room
I am Anthony. Welcome in. This room upgrades the founder, not the stack. We do not run motivation videos here. We do not run hack reels here. We do not do vague promises here. We live the Need-to-Know doctrine from minute one. Receipts run this room. Three things to do right now: 1. Post your intro in Start Here and Introductions. Three things only: where you are standing today, your one biggest constraint, and your current play. The intro template is in the pinned post in that channel. 2. Open Module 1 in the Classroom and read Lesson 1. Whole thing. 6 to 8 minutes. That lesson is the contract. 3. Read the Dreams Surface pinned post. It tells you where to send your bigger dreams so they do not poison the room. The 30-day contract: in 30 days, the way you think about your business is different. You can name it. You can point to the moment it shifted. If that does not happen, one-click cancel. No save call. No shame. Dreams vs Plays. Read this twice. A dream is where you want to end up. The big revenue target. The team you want to build. The lifestyle. The vision. Dreams stay in your head. Or between you and a higher power. Or you DM them to me (see the Dreams Surface post). Dreams do NOT get posted in the room. Speaking the dream into a room full of other humans gives away the energy that should be building the thing. A play is the next move that takes you from where you are now to one measurable step further. A play has four parts: a current number, a constraint, an option set, and a measurable next milestone in 30 to 90 days. Plays go in the room. Plays are what we sharpen together. The room cannot help you with a dream. It can help you with a play. The permission list. What you CAN post in the room. Members operate on permission, not prohibition. Here is the full list of what belongs in the room. 1. Current numbers in front of your face. Revenue today. Conversion today. CPL today. Pipeline count today. Capacity today. Any number from a dashboard, CRM, calendar, or spreadsheet you can see right now. 2. Constraints you can see. What is blocking the next move today, named in one sentence with at least one specific number. 3. Receipts. Past-tense things that happened. Wins, losses, tests you ran, conversations you had, money in, money out. Past has no counter-intention. 4. Tests this week or next. Specific, with a hypothesis, measurable, small enough to ship in 7 to 14 days. 5. Decisions between named options. Three or four specific named options to pick between. Not abstract directions. 6. Tactics for one specific move. The HOW for any decision already made. 7. Specific people in your world. This lead, this client, this prospect, this hire.
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Welcome to the Room
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The Dreams Surface
Read this once. You will not need to read it again. You have a big dream. The revenue number. The team. The lifestyle. The legacy. The vision board version of you five years from now. I want to hear it. I want to hear ALL of it. But not in the room. Why dreams stay out of the room When you speak a dream out loud in a room full of other humans, every person who hears it pings the wanting-frequency back at you. You spoke the dream, they heard the dream, now everyone in the room is amplifying the LACK of the dream instead of the having of it. That is what kills the work. The fix is not "never share your dream." The fix is "share your dream in the right place." Where to share your dream Option 1: DM me directly. I read every DM. I do not track them in any system, I do not share them, I do not feed them to other members. They sit between you and me. I will not poison your dream by giving it back to you as lack-energy. I will help you break it into plays you can run in the room. Option 2: Tell in 1-on-1 chat. Same logic. is a private surface. Nobody reads those chats. is trained to engage your dream fully, then help you break it into plays you can post in the room. Option 3: Tell a higher power. Pray about it. Journal about it. Talk to your dark closet. Whatever your practice is. Some founders do this best, the dream stays in the unseen until it manifests as a receipt. Both options preserve the dream-energy because no other human consumes the wanting-frequency. What to send me There is no template. Just be honest. The shape that works best: The big dream itself (the revenue number, the team, the lifestyle, whatever it is) Where you are today (current state) What you feel when you imagine it already done One thing you have tried and one thing you are working on I will read it. I will hold the energy. Then I will help you break it into a play you can post in the room and ship in 30 to 90 days. The dream stays between us. The play goes public. What NOT to do
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Trial and Refund Terms
This is the full read on how billing, trial, and refund work. Pinned here so you have it in writing. The 7-day free trial. You get 7 days free from the day you join. On day 8, your card is charged $28. After that, $28 every month. The subscription stays active until you cancel. How to cancel. Inside Skool: tap your profile, then Subscriptions, then Cancel. Cancel any time. Cancellation takes effect at the end of the current billing period. Cancel before day 8 and you are not charged at all. The 30-day money-back guarantee. The 30 days start on day 8, the date of your first paid charge. If the room did not move you in 30 days, send me a DM and I refund you in full. No save call. No friction. Just send the DM. The deal in one line. Free for 7 days. $28 a month after. 30-day guarantee from your first charge. Cancel any time inside Skool. We are clear about this stuff up front so there are no surprises.
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Paids Ads: Landing Pages or Meta Instant Forms
I'm noticing even landing pages with performance above 95 are getting a drop off of even 75% or more in some static image ads, and my question is, should I continue using landing pages or should I switch to Meta Instant Forms? (Also, in instagram, whenever there is a static image as ad, I sometimes cannot swipe away and I click the image/ad and it opens another link, could that be a thing affecting the CTR % because it's happening with everybody?) Info about the business below: Their main product is a subscription service that protects homes from wildfires using a multi-layer approach: retardant system, vegetation spraying, and vent mesh. Product pricing: - Wildfire Defense System (primary): $1,800/year - a 50-gal barrel of retardant + pump + 100-ft hose, professionally installed with biannual inspections, unlimited repairs, free refills, and lifetime warranty - Retardant Application Service: Starting at $499 (priced per sq ft) - crews spray vegetation before fire season - Home Hardening / Vent Mesh: Least promoted, least profitable - Full stack (all three layers): ~$4,500/year
Testimonial for Unlocked Founders - A Couple Of Wins
One of the most useful things Ant helped me with was shifting the way we price and position client work. 1. We had a client paying around $3,000 per month on retainer, but Ant helped me think through how to confidently move one of them onto a performance-based model: $1,000 per closed lead. The client said they could realistically handle up to 10 leads per month, which turned that account from a $3,000/month client into a $10,000/month client. 2. The bigger insight was the leverage this creates - we've now got three clients on this model. Instead of needing nine clients to generate the same revenue, we can potentially do it with three clients while doing a similar amount of work. It was something I had probably been too hesitant to pitch. Ant helped me refine the offer, thinking, structure, and the client conversation, making it feel clear to the client. It has materially changed how I think about pricing, risk, and upside in the agency.
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