Stop Falling For Every New Marketing Scheme
Stop Falling For Every New Marketing Scheme
What can business owners do to maximize their skills' market value?
The first thing I did was sit down and ask, "What would I want to know if I were in this person's shoes?" I would want to know what my talent is worth. So, I created a mathematical formula—a profit formula—to determine how much money someone could make. It considers factors like expertise, scarcity of the skill set, and market demand.
We then developed a quiz, available at whatsyourtalentworth.com. It’s free and takes about five to ten minutes to complete. The quiz calculates potential earnings based on the input provided. We found that many people don’t understand their earning potential or what the market is willing to pay for their skills.
Starting with this assessment is key. If you discover that your skill set could earn $250,000 or even $1 million, but you're currently making $120,000, the next question is, "What are you going to do about it?"
What is the current shift in learning and professional development?
We noticed an interesting trend in the marketplace: the search term "certification" was outperforming searches for "Trump," which is surprising. We saw this in Google Trends and looked deeper into what it meant. It shows that people are looking for a way out of their corporate jobs. When someone searches for a certification, they’re often looking for something they can do with their current skill set. They want a title that qualifies them to speak on a topic or perform a specific task.
As we dug deeper, we found that the high-ticket market was slowing down. When the government provided financial support, people were buying courses while sitting at home in less expensive areas. Now, they're left with thousands of hours of recorded content they haven't even accessed yet, and they’re not willing to buy at the same rate. They are looking for something different.
We see that people want more hands-on, interactive experiences. For example, you often bring people together for retreats where they collaborate and brainstorm. This approach is more effective now. The model of selling purely online knowledge is declining.
In summary, people still seek education, but they want it done with them, not just delivered to them. They are also looking for more affordable entry points that teach them how to turn their talent into a business, so they can assess if it’s a viable option.
What drives people to take meaningful action?
I learned a phrase that has stuck with me: people do what they want to do. This idea helps us be self-aware and understand why others haven't made the changes we suggest. Your friends from that dinner don’t want to change—they don’t want it badly enough to do the work. They might say it would be nice to be free or not carry the weight from their past, but they don’t truly want it.
People do what they want. If they really wanted to change, they would. This applies to every area of life. If you say you want something but aren’t doing it, it's not that you can’t; it’s that you don’t want it badly enough. The desire isn’t strong enough to push you into action. I want to pass this on to the listener: If the burn isn’t deep enough or hot enough, it won’t drive you to act.
How does a person’s past shape who they are?
If we look deeper into the spiritual side of things, each of us lives by a story shaped by our experiences, parents, schools, friends, and the decisions we make. This story defines our existence and justifies our actions. For example, if we lack trust, it may be because we were betrayed in the past. As a result, we go through life not trusting anyone. After a bad breakup, we may become cautious in love and put people through tests to prove they deserve our affection. We may sabotage relationships because of these insecurities, but we believe in this story because it reflects our experiences.
*This interview has been edited and condensed for clarity.*
