Mainstream marketing education leads us to use terms like leads, top of funnel or sales as if they were completely separate concepts. These concepts are probably useful for beginners to begin to grasp the concept of selling, but what I have come to discover about high-functioning education businesses is that… Marketing, sales, brand and product are

It's quite common for me to meet business owners who don't have a strong front-end product that really snugly matches what their audience most wants. This is often called ‘product-market fit’, although I think it might be better rephrased as ‘product-audience fit’. But, yeah, I know it doesn’t sound so good.

A business should create an abundance of time and resources for you to live life the exact way you want right now… not in the future.

Writers and creatives have been doing this since the dawn of time. But world building as applied to business is a concept I learnt from Ben Settle. Ben’s business is a masterclass in combining… ● A hella-strong, infectious brand identity, with ● A deep rabbit-hole of media and products …that allow you to become as obsessed with the world of Ben as

For StoryLearning, diversification of revenue streams was something that happened more organically than by design, to be honest. It began when I learnt from Dan Kennedy about the concept of unused capacity. This is the idea that we all have assets in our business which are underutilised, and can be put to work in one way or another.

I won’t go into much detail here, other than to say that, conceptually, I think of these books fundamentally as content (and therefore traffic sources), rather than products (to make money from). Sure, our regular customers also like to buy our books, so it works both ways. However, fundamentally the role of books, to my mind, is to reach new

From a business model perspective, think about the Continuity Offer as a way to enable your customers to continue spending with you over time. This creates a layer of recurring revenue in the business that brings real stability. As you scale, this predictable revenue allows you to grow your team with stability and predictability.

one of the things I learnt from this exercise is that a business can be seen as having three main functions: ● Finance ● Operations ● Marketing I drew these out, starting with the roles.

have found that having a team that is focused on product, tasking them with listening to student feedback, and then, most importantly, empowering them to take that feedback and make direct changes to the product themselves, has been one of the best things we have done. Our programmes have improved way beyond anything I could ever have done myself,