‘The Gurus We Deserve’

Growth for gurus usually involves:

• aggressive sales funnels. 
• HUGE expenditure (like tens of thousands of dollars) on Facebook and Instagram ads. 
• they often have hundreds if not thousands of people doing their programs at once and therefore cannot offer tailored support.
• a model reliant on creating a personal brand akin to celebrity status, which is by no means an easy undertaking. 
• a business model of evergreen courses and digital products, which is now a saturated market. We all have a pile of unfinished online courses because the truth is, we seek accountability and support, not just lessons.

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To scale, you’re probably going to have to make fundamental changes in how you run your business, for example, outsourcing, putting more research into procurement or altering your business model. Unfortunately, many startups don’t, and their original product doesn’t stand up to the pressures of scale. In many cases, scaling is putting the cart before the horse. Startups need to build a product and establish a market, and then they can think about hypergrowth. 

Feel like you’re ready to grow? Make sure you have your business fundamentals right first. 

Once you’ve nailed them, the next best thing you can do is invest in a marketing campaign. This is what the big brands do (yes, even Facebook, Google and Spotify run marketing campaigns), and there’s a reason why. 

Campaigns are driven by a big idea that resonates with customers and their needs. When that big idea is amplified across paid, earned and owned channels, it creates a multiplier effect that makes people sit up and take notice.