Kate Northrup

The internet is obsessed with what’s working right now. That’s exactly why so many businesses aren’t.

In this conversation with , we’re unpacking what actually makes an online business sustainable, profitable, and resilient when the market changes.

James shares why he believes most entrepreneurs are focusing on the wrong things, why 80% of business success comes down to sales and messaging rather than tactics, and the most common way business owners bleed profit without realizing it.

What I loved most about this conversation is that James doesn’t tell the story most people expect.

Before the launches, the millions, and the audience, there were five years of building, nine different offers, less than $20K a year in revenue, and a night sitting in a bookstore reading books he couldn’t afford to buy because there was only $80 left in his account.

The thing that changed everything was his willingness to stop fighting the level he was on and fully commit to mastering it. We also talk about:

-Why so many entrepreneurs are addicted to shortcuts
-The real purpose of marketing
-The relationship between money, self-worth, and business growth
-Whether courses are actually dead
-What transformation businesses will always have that trend-based businesses never will

Because despite what the internet would have you believe, nobody is really in the course business.

We’re in the business of helping people solve meaningful problems and create meaningful results.

That business isn’t going anywhere.

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