Fourteen things. Everything you can do, which is a great deal, laid out so that a customer can choose. And underneath the list, nothing happened. The visitors came, and looked, and left, and you concluded that the market did not want what you had.
From the video this guide was written for
Go and look at the homepage of the last business you started, the one that did not quite work. There is a list on it: web design and copywriting and consulting and workshops and a podcast and a course that is coming soon and, further down, something about photography. Fourteen things, everything you can do, laid out so that a customer can choose. Underneath the list, nothing happened. The visitors came, and looked, and left, and you concluded that the market did not want what you had.
The market wanted what you had. It could not find it on the page.
This book is for the person with too many interests who has tried to own something, a business, a practice, a product, and watched it fail in a way they could not explain. The first half gives the four reasons a normal business fails in the hands of a connecting mind, each with research behind it: the Fourteen-Service Website, the Variety Tax, the Switch Cost and the Explainer's Curse. One of those four is a warning, and it is the most important page in the book. The second half is the model: the Keystone and the Quarry, a structure that takes the way your mind works and turns it from the reason the business failed into the reason it works. It is not a portfolio career, which this channel has covered elsewhere. It is what to build when you own the thing.
That is the opening of 30 pages.
