I was chasing the "woman in the red dress."
Hormozi talks about this. It's a metaphor taken from the Matrix - when Neo first enters the simulation, things are going well until the woman walks by.
His attention locks in on her. Then he dies.
Dramatic, but it's a great reminder for business owners, especially newer ones like most of us here.
Recently, I wanted to get back into coaching instead of agency work. Mostly because my DFY YouTube offer is demanding. It requires a lot of my time - not just getting clients, but writing scripts and leaving feedback on edits.
So I started pulling away from it, until I realized two things:
- Coaching is becoming commoditized because of AI. Information is easily obtainable now. (I can write another email on this.)
- I can just make my current business better.
Number 2 stuck so I spent the weekend auditing every part of my business.
Lead Generation
No matter what, I want to look and sound like a human.
I use Claude to help me write, but if I want to stand out from 90% of content agencies, I have to rely on my brain.
This weekend I set up a system where Claude does a weekly search to find what my ideal clients are actively searching for. It then reverse-engineers those questions and surfaces them to me, so I can add my own perspective and build a scripted YouTube video around it.
This matters because I can use AI to target ICP problems.
Then use my brain to solve them.
On top of content, I'm playing around with Dripify to automate my outbound. Essentially searching for my ICP and sending direct messages to them.
A combined inbound + outbound strategy should be on your radar.
Sales
I'm still the one taking calls, and that won't change for a while since the value is in my knowledge. But I'm trimming my sales calls from 30 minutes to 20.
Nothing much changes here.
But the key shift I've made is complete detachment from the result. AKA, I don't care whether I close the deal or not.
(Let me know if you want to learn more about my sales process)
Fulfillment
This is where more automation and AI come in.
One of my biggest pain points is working with editors. Communication gaps are common - reminders go ignored, feedback doesn't get applied, and revisions drag on.
To fix this, I'm writing clear SOPs and using AI to analyze our best-performing videos so editors have a precise reference for quality, brand guidelines, and deadlines.
I'm also building Zapier and Claude automations to send editors deadline reminders directly in Slack.
On the feedback side, I'm delegating quality control to a part-time person.
Yes, it cuts into margins a little. But I work full time, and I need to protect my energy for the work that actually moves me. Talking to clients, writing scripts, working on thumbnails and packaging, reviewing data - that's the stuff I like.
Final Thought
It doesn't matter what stage your business is at. Whether you've made a few bucks or you're at $100K MRR, you will be tempted to jump ship.
The key is to notice it, take a step back, and ask yourself:
"Instead of starting over, how can I make my current business better - for me and the people I work with?"
Do that, and you might just fall in love with your business again.
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