Everyone online talks about “scale” like it’s a rite of passage. But most small advisory firms don’t actually want scale.

If you could design the perfect business, it would look like this: One product. One offer. One employee.

Every ambitious operator eventually discovers the same truth: One business can’t do everything.

There was a point in time, around 2015, where simply knowing something gave you leverage. Package it as a course, throw it into ClickFunnels, add fake urgency, run ads, and print.

The market is flooded with automation, bots, and content that reads like content. Inboxes are littered with generic offers. Timelines are tuned for novelty, not judgment.

Our November collective kicked off today, and our first session was a blast. We launched straight into solving the no.1 biggest cause of failure I see; why ICP targeting almost always lands on ‘under-capitalised buyers’ and how to fix it fast.