love this and love the transparency because it's so true for a lot of entrepreneurs out there who are comparing themselves to numbers that aren't even REAL!
Loved this read! So refreshing when I’m constantly bombarded with the exact type of examples you shared. I’ve only recently been starting to think that most on socials are acting out misleading content or even outright lies to con you out of your hard earned dollar for something to help us get above mediocrity. So this read really hit home. Cheers!
The optimist in me wants to say it's a loud minority. I hope that most people are fundamentally honest and want to make real connection. Unfortunately, I think those misleading posts often get pushed out further.
Such a good read. Sustainability while staying true to who I am has been the key for me, and this really resonates. I'm also sending you a long-overdue THANKS for all that you guys share.
What a great post! Thank you so much for writing this! As a multi-disciplinary creative looking to branch off into entrepreneurship in the future I greatly appreciated this. Every time I seek out more info on social media and marketing strategies I of course find the “muscle your way through it with ads” take everywhere, but it’s so much less common to see the idea of fostering relationships.
(Also, LOVE the take that more money absolutely does not equal a more legit business or a more fulfilled life! That concept is usually completely brushed under the rug but it’s so true and valid!)
So glad it could be helpful, Elliott! It's genuinely so hard to come by good info on building a small business. Flashy tactics always grab the algorithm's attention but the fact is, those tactics are obsolete by the time they get shared widely. Fostering connection always works though!
I really enjoyed reading this — thanks, James! As someone who works in marketing, I see this so often, and it's one of the things I dislike about marketing and entrepreneurship in general. But it doesn't mean selling has to feel icky or be exploitative, as you say. When you (and when I say "you", I mean it generally and I'm speaking to business owners as a whole) put the effort into building a genuine connection, fostering community and providing real value, your audience can see it and they'll *want* you to sell to them. And they'll love what they've invested in, they'll do the work, and they'll likely be first in line to buy the next thing you create because they get the value from it and genuinely want to support you. What you don't see with all the big numbers designed to impress people is the churn — the chargebacks, the refund requests, the customers who don't even use what they've bought or get value from it and end up regretting their purchase, and those things don't make for a sustainable and fulfilling business.
One thing that stood out to me in this piece is, "We live a good, comfortable middle class life". Good and comfortable — I think those are things more of us should strive for. This turns the conversation away from transparency, but how many of the people hitting those big numbers (regardless if that's gross or net income) feel genuinely fulfilled and enjoy what they do? How many of them are hustling and running on reserves or sacrificing self-care or time with their families because their business depends on them always being switched on? Obviously, there's a difference between working long hours occasionally because you love what you do and being a slave to a business. And there are plenty of business owners who make big money, only work a few hours a day, make a positive impact and have big ambitions to scale, and if that's what they want, more power to them, but that doesn't mean everyone else needs to strive for that.
If your business is sustainable, you get by, you're contributing something that people benefit from and you enjoy it (or you enjoy the time it gives you for the things you really want to do) then you're in a much better position than many other businesses. And that doesn't mean it's never going to be challenging, but you're far more likely to still be going strong years down the line.
Yes! Thank you for this, Hannah. Great to get the perspective of someone in marketing. I'm giving this comment honorary status as part of the main essay!
Your focus on profit and sustainability reminds me of Basecamp. Their playing field is larger, thanks to their success and how long they've been in the tech domain, but they got where they are because of their prioritisation of profit, self-sufficiency and quality instead of flashy numbers.
Now, with you and Amie, I have a small business example of the efficacy of these principles. Really really admire what you have built together. Best of all, it seems to suit your values and rhythms, which, in this capitalistic society, is really The Dream.
There are beautiful podcasts and people sharing information and encouragement out there but then I question everything they say and feel disjointed when every fifteen minutes there’s an ad. An ad asking me about my flaws, or my wants to be some kind of better - even if I can recognise maybe I want to work towards that I have a real sense of disgust towards advertising. I can love the message and lose it all when the trust in the audience is thrown by repetition about how a course is ‘needed’.
I feel the community offered by you and Amie is sold via immersion before you’re even a part of it. Granted, I have not joined. It’s fair to say I live in a scarcity mindset with money and would never trust myself to try and be a business person. But the connection I feel to you, the value you offer everyone (even people frugal like me!) does not go unnoticed. Thank you
It's such a tricky balance. On the one hand, that sort of messaging does genuinely sell a lot more courses. On the other hand, I agree that it can be off-putting. The thing that gets me is that it's usually the richest and most famous people with the most ads. People who are already extremely wealthy, like a famous actor, or someone with tens of millions of listeners.
Sometimes I just want to ask them why? Why not run half the ads?
There's a great quote from the Big Short. It's from the character Mark Baum (played by Steve Carrel) to the corrupt ratings agencies that were helping the banks make the shitty financial products that caused the GFC: "You can afford to make less, make less." And yet...
Also, if you do ever want to get involved in one of our programs or courses, we have a financial hardship policy! It's an honest system and basically equates to pay-what-you-can. You just need to send me an email!
I wonder- and this is completely hypothetical- could the people be running so many ads because they too have a scarcity mindset - almost not trusting that if they don’t- they won’t sell.
I agree, it’s likely these people are the wealthier ones and possibly it’s because it’s working - but I do like it all so much less. Maybe I’m a bit of an anomaly and maybe people just cave to it. I’m not sure… feeling like they’re missing out on being ‘in’? I’ve never really felt ‘in’ anywhere so it makes sense that I wouldn’t buy into that promise 😂
(Sorry I’m all over the place)
I wonder what they’d say to your question.
So many people worried about making less.
I really value that you and Amie offer financial hardship connections for those who would like to take your courses but I would never take the space of someone who needs it, and I do believe I would engage with my everything if I paid you everything your courses are worth- and I do believe in you being paid well 🌟
Wow thank you for writing this James! I needed to read this as a writer who was struggling to get her business off the ground last year. I learned a lot of lessons. I experience what doesn’t work for me. Where I am at now with my business, it looks similar to what you describe and I’m excited to dive more into my business with the perspective you provide. Thank you!
Those lessons are going to be so valuable! We started trying to make money from our writing in 2018 and it was a slog to get those first sales. But we learned so much!
I’ve been following you and Amie (on IG since 2020 I think). I appreciate your desire to build relationships with the community you have, I love being part of it! I was part of the Masterclass when it was first introduced, I bought a few books and I’ve listened to your podcast. Your business has been there for me through my deep dive into my creative self and I’ve adored the support over the years. Thanks Amie and James!!
thank you Jamesie! This was such a good read, even though I am apart of the business we run!
Such a refreshing take on creating, sharing and living life as an artist. Thank you for sharing James!
Thank you for reading, Magu!
love this and love the transparency because it's so true for a lot of entrepreneurs out there who are comparing themselves to numbers that aren't even REAL!
Yes! We just want realistic expectations!
Very insightful! I never looked at it this way.
Thanks for reading, Dumebi!
Loved this read! So refreshing when I’m constantly bombarded with the exact type of examples you shared. I’ve only recently been starting to think that most on socials are acting out misleading content or even outright lies to con you out of your hard earned dollar for something to help us get above mediocrity. So this read really hit home. Cheers!
The optimist in me wants to say it's a loud minority. I hope that most people are fundamentally honest and want to make real connection. Unfortunately, I think those misleading posts often get pushed out further.
Such a good read. Sustainability while staying true to who I am has been the key for me, and this really resonates. I'm also sending you a long-overdue THANKS for all that you guys share.
Love that framing: sustainability while staying true to who you are. Thank you, Akiko!
Love this article James !
Thanks, Abbey! Much love to you and Liam.
What a great post! Thank you so much for writing this! As a multi-disciplinary creative looking to branch off into entrepreneurship in the future I greatly appreciated this. Every time I seek out more info on social media and marketing strategies I of course find the “muscle your way through it with ads” take everywhere, but it’s so much less common to see the idea of fostering relationships.
(Also, LOVE the take that more money absolutely does not equal a more legit business or a more fulfilled life! That concept is usually completely brushed under the rug but it’s so true and valid!)
So glad it could be helpful, Elliott! It's genuinely so hard to come by good info on building a small business. Flashy tactics always grab the algorithm's attention but the fact is, those tactics are obsolete by the time they get shared widely. Fostering connection always works though!
Amen! This felt so good to read. 🙌
I think you'd be able to provide a really interesting perspective on this, Jamie! Thank you for reading.
Repeat repeat repeat customer here 👋
And we literally could not do it without you!
I really enjoyed reading this — thanks, James! As someone who works in marketing, I see this so often, and it's one of the things I dislike about marketing and entrepreneurship in general. But it doesn't mean selling has to feel icky or be exploitative, as you say. When you (and when I say "you", I mean it generally and I'm speaking to business owners as a whole) put the effort into building a genuine connection, fostering community and providing real value, your audience can see it and they'll *want* you to sell to them. And they'll love what they've invested in, they'll do the work, and they'll likely be first in line to buy the next thing you create because they get the value from it and genuinely want to support you. What you don't see with all the big numbers designed to impress people is the churn — the chargebacks, the refund requests, the customers who don't even use what they've bought or get value from it and end up regretting their purchase, and those things don't make for a sustainable and fulfilling business.
One thing that stood out to me in this piece is, "We live a good, comfortable middle class life". Good and comfortable — I think those are things more of us should strive for. This turns the conversation away from transparency, but how many of the people hitting those big numbers (regardless if that's gross or net income) feel genuinely fulfilled and enjoy what they do? How many of them are hustling and running on reserves or sacrificing self-care or time with their families because their business depends on them always being switched on? Obviously, there's a difference between working long hours occasionally because you love what you do and being a slave to a business. And there are plenty of business owners who make big money, only work a few hours a day, make a positive impact and have big ambitions to scale, and if that's what they want, more power to them, but that doesn't mean everyone else needs to strive for that.
If your business is sustainable, you get by, you're contributing something that people benefit from and you enjoy it (or you enjoy the time it gives you for the things you really want to do) then you're in a much better position than many other businesses. And that doesn't mean it's never going to be challenging, but you're far more likely to still be going strong years down the line.
Yes! Thank you for this, Hannah. Great to get the perspective of someone in marketing. I'm giving this comment honorary status as part of the main essay!
Your focus on profit and sustainability reminds me of Basecamp. Their playing field is larger, thanks to their success and how long they've been in the tech domain, but they got where they are because of their prioritisation of profit, self-sufficiency and quality instead of flashy numbers.
Now, with you and Amie, I have a small business example of the efficacy of these principles. Really really admire what you have built together. Best of all, it seems to suit your values and rhythms, which, in this capitalistic society, is really The Dream.
There are beautiful podcasts and people sharing information and encouragement out there but then I question everything they say and feel disjointed when every fifteen minutes there’s an ad. An ad asking me about my flaws, or my wants to be some kind of better - even if I can recognise maybe I want to work towards that I have a real sense of disgust towards advertising. I can love the message and lose it all when the trust in the audience is thrown by repetition about how a course is ‘needed’.
I feel the community offered by you and Amie is sold via immersion before you’re even a part of it. Granted, I have not joined. It’s fair to say I live in a scarcity mindset with money and would never trust myself to try and be a business person. But the connection I feel to you, the value you offer everyone (even people frugal like me!) does not go unnoticed. Thank you
It's such a tricky balance. On the one hand, that sort of messaging does genuinely sell a lot more courses. On the other hand, I agree that it can be off-putting. The thing that gets me is that it's usually the richest and most famous people with the most ads. People who are already extremely wealthy, like a famous actor, or someone with tens of millions of listeners.
Sometimes I just want to ask them why? Why not run half the ads?
There's a great quote from the Big Short. It's from the character Mark Baum (played by Steve Carrel) to the corrupt ratings agencies that were helping the banks make the shitty financial products that caused the GFC: "You can afford to make less, make less." And yet...
Also, if you do ever want to get involved in one of our programs or courses, we have a financial hardship policy! It's an honest system and basically equates to pay-what-you-can. You just need to send me an email!
I wonder- and this is completely hypothetical- could the people be running so many ads because they too have a scarcity mindset - almost not trusting that if they don’t- they won’t sell.
I agree, it’s likely these people are the wealthier ones and possibly it’s because it’s working - but I do like it all so much less. Maybe I’m a bit of an anomaly and maybe people just cave to it. I’m not sure… feeling like they’re missing out on being ‘in’? I’ve never really felt ‘in’ anywhere so it makes sense that I wouldn’t buy into that promise 😂
(Sorry I’m all over the place)
I wonder what they’d say to your question.
So many people worried about making less.
I really value that you and Amie offer financial hardship connections for those who would like to take your courses but I would never take the space of someone who needs it, and I do believe I would engage with my everything if I paid you everything your courses are worth- and I do believe in you being paid well 🌟
Wow thank you for writing this James! I needed to read this as a writer who was struggling to get her business off the ground last year. I learned a lot of lessons. I experience what doesn’t work for me. Where I am at now with my business, it looks similar to what you describe and I’m excited to dive more into my business with the perspective you provide. Thank you!
Those lessons are going to be so valuable! We started trying to make money from our writing in 2018 and it was a slog to get those first sales. But we learned so much!
I’ve been following you and Amie (on IG since 2020 I think). I appreciate your desire to build relationships with the community you have, I love being part of it! I was part of the Masterclass when it was first introduced, I bought a few books and I’ve listened to your podcast. Your business has been there for me through my deep dive into my creative self and I’ve adored the support over the years. Thanks Amie and James!!
Thank you for supporting US! It really is such a thrill whenever someone buys one of our products or joins our membership.