Oh, I’m definitely in dangerous territory now… but I’ve started this thing, so I might as well finish it.
First, let me say that there’s no “bait and switch” or happy misunderstanding associated with this blog post, or it’s title. I mean it. The VAST majority of my contemporaries… PARTICULARLY those showing you how to grow your business… and MOST SPECIFICALLY those selling you “passive income” tools and strategies and “coaching program” and “group coaching” techniques are DEAD WRONG and heading in the wrong direction.
Let me explain.
My initial confirmation of how dead wrong these people are came a couple years ago. I met three very successful, respectable women who had just attended a popular guru’s event. This particular guru preached “passive income.” You know, the income while you sleep in a hammock on a beach model.
They shared many hilarious details of the event with me, and my then-partner and I discussed “it” (i.e. passive income) later…. almost in a hush hush tone… even though we were completely alone.
I just stared at her and quietly said, “I don’t believe in it.” NOT shockingly, neither did she. And she’s always been all about real world success. Recurring revenue? Oh yes. Consistent revenue? YOU BETCHA. But passive? Not so much. (Interested in CONTINUITY, read more here: http://www.bmichellepippin.com/top-questions-goals-for-experts-continuity-and-events/.)
Fast forward about one year. A guru I have a GREAT deal of respect for launched a sort of done once, leverage to the masses program. A LIFETIME program, but without human element. It was gone after the year. I’m getting more and more convinced.
**QUICK NOTE: Just don’t study what your gurus TELL you to do, study what THEY THEMSELVES actually do.**
And, yesterday… while stealing some precious moments away from the office… I read that AMAZON is acquiring rights to lots of self-help, success, business info-products AND building out product line extensions… like coaching programs and online courses. GULP. Have you SEEN the pressure Amazon is putting on Walmart and Target??? Double GULP.
Yet, most — the VAST MAJORITY — of Business Gurus (and gurus in other genres as well) are going in the wrong direction. They’re trying to deliver MORE online… trying to “leverage” by cutting out the human element of their programs…. heck, they’re even making money teaching OTHER businesses how to deliver more content in a more automated, less human way.
Folks, I’m all for systemization, and even digital tools. BUT, if you are selling your expertise, you’d better not be packaging it without clever safeguards against commoditization. You’d BETTER have some human element involved in what you sell. OTHERWISE, you’re following the WRONG GURU, and they’re leading you STRAIGHT to the small business slaughterhouse of Amazon.com.
**Side note: Amazon’s got a GREAT thing going on… GREAT in many, many ways…. EVEN great for small business…. if we’re willing to differentiate through personal relationship. But, we’ve gotta be willing.**
So, to all of the gurus who act like you can’t leverage a solid six-figure a year practice into a seven-figure a year practice WITHOUT sacrificing the PERSONAL, HUMAN element that YOUR CLIENTS and MINE are desperate for…. Well, to them, I say,