Enough Stalling: Here’s What I’ve Been Working on For the Last Six Months

Enough Stalling: Here’s What I’ve Been Working on For the Last Six Months

**** Update: We launched! Click here to support the creation of Playbook and get some sweet rewards. ****

I’ve been putting off writing this post for weeks. The truth is, what I’ve been working on for the past six months is so important to me, so meaningful, that I don’t want to screw it up (and it’s taking everything within my power not to rewrite this sentence seventeen times).

You probably can guess why…

Because I don’t want to write something lame that you don’t resonate with.
Because I don’t want to not say it right and have the message get lost in translation.
Because I don’t want to look like I’m just here to sell you something.

So, I’ve decided that I’m not going to write the “epic post” I had originally planned.

Instead, I’m just going to tell you what I’ve been working on for the last six months with my business partner Dustin.

It’s called Playbook, and I believe it can change the world

A few months ago, Dustin and I noticed that there was something slightly wrong with the way courses and ebooks are sold online. They’re supposed to help you level up your business, but they’re often too confusing, esoteric or vague.

There’s not enough showing so you can learn by modeling what successful people have done, while simultaneously making it your own.

What completely transformed my business (and a big giant Thank You)

My business absolutely transformed when I started seeing how successful projects were created and how businesses were run, from the inside. I could actually see what someone else was doing, not hear a story about it later in an interview where I was left to try to piece everything together.

I also wasn’t trying to turn a bunch of theory from ebooks and hearsay into a plan of action.

I got to see what real entrepreneurs were doing. Two of the first people that openly allowed me to see how their businesses run were Laura Roeder and Clay Collins. I’m forever grateful to both of them.

They lovingly helped me see that I was not operating like a professional at all, and because of their transparency, I learned that there was a smarter, more effective and more easeful way of building my business.

Seeing exactly how their businesses worked changed everything for me.

This might seem strange, but it was kind of like seeing the “recipes” that they used, and then trying to recreate them in my own kitchen while adding my unique flair.

The better I got at those recipes, the more I was able to make them my own and blaze my own trail. But first I had to learn the “ingredients” of launching successful projects and how to mix them together before I could artfully create my own.

We learn better by seeing what other people have done, it’s that simple

I know that I always learn better by watching someone do something, then trying to do it myself, rather than reading about it in a book or seeing someone talk about it in a video course.

Playbook will teach you via example by breaking down successful business and marketing projects, guiding you along to eventually make them your own.

But it gets better.

Rather than just saying “Look, here’s what they did,” we’re building a project management platform that helps you actually stay on track and complete those missions.

Chefs call them recipes. Architects call them blueprints.

We call these business missions plays.

Each play you complete levels up your business.

Examples of plays we’ll have in store

Our goal is to create playbooks for different types of business owners. But there are a lot of universal plays too.

Here are a few we have in mind:

  • How to launch a blog that stands out. There are specific actions and ingredients to launching a blog successfully, just like there are many ways to launch a blog that gets nothing but crickets.
  • How to launch products and services. We’ll have lots of plays in this category, like launching digital courses, ebooks, coaching packages, masterminds and workshops.
  • How to create passive income. Plays in this category will include things like building autoresponders and creating webinars.
  • How to get more traffic. These will include projects like creating a successful podcast, launching a web show, or running guest post campaigns.

NOTE: If you are interested in contributing a play, you can get in touch on the contact page.

We have tons of ideas in store. Our long-term goal is to build an extensive library of plays, all based on case studies of what real-world entrepreneurs have actually done.

No fluff or hype. Just honestly showing you what’s already worked.

But won’t this create tons of carbon copy projects and cookie-cutter businesses?

I had this same objection when Dustin first brought the idea of Playbook to me.

I thought about the risks involved with selling a software subscription like this. Lots of people might just end up copying the plays verbatim and not using their own creativity.

That could happen. But I’ve found the opposite to be true when people share what they’ve done openly and transparently.

Learning from Clay and Laura showed me that with the right tools and proper understanding of the fundamentals, I could then (and only then)  have the power to make things my own, and be successful doing it.

Our goal is to share a variety of approaches and not herald one as the “One True Way”

There are many ways to make chocolate cake, for instance. And many claim to be the best. But we don’t hold back sharing our favorite recipes because of a fear that too many people will create the same cake.

Some people will create the cake and decide that’s their favorite recipe. Others will try it and be inspired to create something new on their own, or try even more recipes.

Either possibility is completely fine.

With Playbook, we’ll be continually adding new, fresh approaches to marketing and business projects to keep things from getting too stale or predictable.

So, how does it work?

Hopefully the graphic below will help you get a feeling of how Playbook will look, feel and work. To our knowledge, nothing like this exists in the world.

How Playbook Software Works

But Playbook might not ever become a reality

Dustin and I have put a lot of work into building this hybrid of software and teaching already. We’ve invested hundreds of hours into this project and thousands of dollars of our own money. We don’t have a designer studio or an angel investor backing this project.

Instead, we have you. Your support and you backing this project will decide whether Playbook ever becomes a reality.

Next Wednesday, we’ll launch a crowdfunding campaign to the world and we’ll find out whether or not this project comes to life.

We know that with your support, we can absolutely knock our goal out of the park.

How you can help right now

We’re not asking for any help yet, other than your input. As soon as we’re ready next week, we’ll tell you all about the amazing rewards we’ve put together when you back this project.

But for now, there is one giant favor you can do for us.

Please leave a comment below and tell us what one play (or project) you’d absolutely love seeing inside Playbook.

It could be anything from “how to create a sales page” to “how to launch a bestselling book.”

Thank you so much. Your support means the world to us.

—Jonathan and Dustin

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Comment & Add Your Voice

lynnette August 10, 2013 at 2:19 pm

WOOHOO – i think i’m the first poster on this topic (doing first-poster-happy-dance). i LOVE this idea. having one “go to” resource on step by step courses of action. i totally understand why you did this. SO many times i’ve read about things and afterwards was left with the feeling of “well, what the heck to i do now with this information” or feeling unclear as to what to take away from it all. i am excited about the “How to launch a blog that stands out” and “How to launch products and services.” this is SO flippin cool!!


Dustin August 12, 2013 at 6:30 am

Glad you like this Lynnette. That’s exactly the feeling Jonathan and I had. You consume all this information and at the end realize you still don’t know exactly where to start.

Vincent August 10, 2013 at 2:24 pm

This is going to sound cheesy but I’m going to have to say it… Taking the first step. A lot of us have these grand ideas and fantasies, but so many people are sitting on them refusing to take action. Then again, maybe that’s not your intended audience for this project. :)


Dan August 10, 2013 at 2:35 pm

How to scale an existing online business while reducing the amount of time and effort involved in running it.


Dustin August 12, 2013 at 6:36 am

This is a great subject for us to address, Dan. I think with a topic this large it would make sense to break it into modules. What do you think?

Dan August 12, 2013 at 7:12 am

Absolutely. Maybe Playbook 2.0 modules…modules that address “So you’ve built an online business but your revenue has flatlined at 10k a month and you’re working 12 hours a day…” How you get to 20k, 30k, 50k a month while streamlining processes and reducing time and effort…

Alexis Neely (Ali Shanti) August 10, 2013 at 2:42 pm

Awesome Jonathan! I’ll happily contribute a Playbook on how to legally set up your business for growth. When I was just starting out, I would have loved to see one on How to Choose What to Sell Online.


Dustin August 12, 2013 at 6:38 am

Alexis, we’d love to see a proposed play on the legal details of setting up a business. Thanks for your feedback!

darrell cherry August 10, 2013 at 2:45 pm

I’m going to be honest since that’s what you asked for. I’m not buying it. What was/is Trailblazer?

Jaded? Yes. Overly cautious now? Hell yes.

…I just back-spaced on a bunch of crap that I almost let fly! I have learned a few things about blog commenting.

I’ll just wish you luck with your endeavor. Good Luck.


Jonathan August 10, 2013 at 3:20 pm

Darrell, Trailblazer includes many of the same elements that are within Playbook. Playbook simply improves upon what Trailblazer offers by giving people project management tools at the same time.

Trailblazer isn’t dead or less than Playbook. They both matter.

Trailblazer succeeds where Playbook doesn’t. It offers a community and coaching for further guidance and support. Playbook does not include that. And some people really, really need that to get started.

However, Trailblazer doesn’t cover everything and can’t be all things to all people. In fact, it shouldn’t. That would be a disservice to what Trailblazer is about: uncovering your passion and launching your first offering. If Trailblazer tried to cover all the stuff that comes after that (which is what Playbook’s main focus will be), it would be muddled and confusing.

Also, I have plans to improve Trailblazer by adding some of the functionality that Playbook will excel at.

I hope that clears some of the confusion up! And please let me know if you have any further questions.

Wendy August 10, 2013 at 2:54 pm

A Play that I would like to see is how to go about testing the waters for offering an initial discounted product before the actual release. How to find the right people, how to propose it to them, how to get them to give me some feedback, etc.


Dustin August 12, 2013 at 6:38 am

These are great, Wendy. We’re keeping a record of all ideas for plays. Thanks!

Kerry Woo August 10, 2013 at 2:58 pm

I like it and celebrate what you are doing. I believe we know to do these things and why we should do them, but we get stuck without an actionable plan. I took your advice when I left the discomfort of cubicle life support (as you termed it) by writing down the day I would leave on a 3×5 card. It was on my mirror, in my bathroom, in my car. Until I had a defined action step, it was a “one day, I will….” thought. But along the way, there were action steps that had to be taken. Logo, business plan, license, website, savings, etc. in actionable steps.
Provide action steps, check boxes, a flight list… We are all doers, but once the flywheel starts turning, boxes are checked, then the passion takes hold and little wins of getting things done lead to creative thinking and different recipes for success.
Count me in.


Paul August 10, 2013 at 3:00 pm

How to effectively get the word out about my product, to the people who would be most interested.


Jon August 10, 2013 at 3:03 pm

Can’t wait to see this bro!! One thing would be how to build an online course for a specific niche and marketing it the right way.


Dawn August 10, 2013 at 3:03 pm

How to outsource to make income-
Maybe get a kindle book ghost written
Other ways to outsource but still maintain quality and create income
Just I’m so badly needing to sack my boss but also have tiny kids and limited time so outsourcing sounds a great idea, and using my expertise to manage etc


Dustin August 12, 2013 at 6:40 am

Dawn, we’re working really hard to make sure this tool gives people tangible results. One of the most compelling features is that you safe massive time. Instead of consuming educational content, then formulating a plan, you can work on your business as you learn.

Thanks for the play ideas dawn : )

Wendy Zhao August 10, 2013 at 3:04 pm

How to tap into networks of people sharing similar goals and how to form business partnerships and pool resources (ideas, funds, skills and experiences etc.) together


Dustin August 12, 2013 at 6:41 am

Great idea, Wendy.

I think partnerships are hugely underutilized. Great idea!

Crystal August 10, 2013 at 3:06 pm

This is a really cool idea, Jonathan. If you launch a campaign, I’ll help spread the word for you as best I can. I hope it works out for you! :)


Mary Martin August 10, 2013 at 3:15 pm

How to create a community of dialog in the comment section… the kind that generates as much buzz as the original article/post.


Linda Lochridge Hoenigsberg August 10, 2013 at 3:16 pm

Oh…my…gosh! Brilliant! Genius! Over the top Coolness!

I would have to say “all of the above.” I have tried to learn everything I can in one year…lots of online courses. I have a head full of gobbly gook and do not know what to do with it. The ones that do give you a behind the scenes look is a little over the top from the way I want to do things. I think anything about online course writing and then of course, launching sequences.

Good work, guys!! I cannot wait.


Dustin August 12, 2013 at 6:44 am


It’s thrilling to see people so excited. I’ve had the same experience of seeing behind the scenes details of another entrepreneurs project and it not matching with our strategy. Playbook solves this in many ways by letting you build your plan from a series of plays.

Do you have a favorite creator of online courses?

Linda Lochridge Hoenigsberg August 12, 2013 at 6:51 am

Hi there…it’s hard to beat Brendon Burchard for an awesome online course…but it’s pricey. I would say well worth it though. Danny Iny is fantastic…very challenging and I learned a LOT. I have been disappointed and asked for a refund on one course…and it was very hard for me to do this, but I thought it was way overpriced and did not deliver at all.

Eden August 10, 2013 at 3:20 pm

Great idea and looking forward to contributing to the campaign!
One question that I would like answered is how to get exposure in the media (magazines, relevant prominent online sites)? Laura and many others have quiet impressive As Seen lists, obviosuly relevant to what would impress their customers but how do you get that to happen, its something beyond just HARO but what?


Roseann August 10, 2013 at 3:20 pm

I agree with Vincent. Taking the first step.
I’ve gathered so much information, and then don’t know what to do with it.
Playbook looks like a format I could work with and use my own creativity to build the vision I have. It may even work with those of us who have too many ideas, talents and passions to choose just one on which to build a business.


eric August 10, 2013 at 3:21 pm

creating community – where people are passionate about your content and engaged in supporting each other


Jayde August 10, 2013 at 3:23 pm

How to write interesting “about” pages and sales copy!


Dustin August 12, 2013 at 6:45 am

Jayde, I think sales copy is definitely an important area for anyone building a business online. We’ll definitely be adding plays about creating great copy.

J. Trent Boyd August 10, 2013 at 3:23 pm

Conceptually, this is is solid.
Practically, it looks user friendly and workable.
Ironically, I think it’s just what I need.
Realistically, this is a great first step of many to a brighter future.


Scott August 10, 2013 at 3:24 pm

Here’s what I would like to see. I’m building a strong following around my blog, but it doesn’t fit into a definable niche. I’d like a play on how to turn a diverse following into paying customers.


Rebecca August 10, 2013 at 3:25 pm

How to structure your work day/week for optimum productivity :) ps: I know this endeavor is divine and greatly needed by many.


Lilli August 10, 2013 at 3:27 pm

This is an amazing idea. I love it!
How about “building credibility for new blogs”?


Adam August 10, 2013 at 3:31 pm

Starting a Nomadic Business or something like professional traveling.


Paige | Simple Mindfulness August 10, 2013 at 3:31 pm

Love the detailed “how to/what to do”format. I launched my first program last fall and would like to know how to maintain a steady stream of revenue from it. The launch went very well but things have slowed down quite a bit since then. I’m working on increasing traffic to my site but that hasn’t translated into sales yet.


Dustin August 12, 2013 at 6:46 am

I love this idea for a play, Paige. After the initial spike in sales from a launch revenue tends to drop off quite sharply. A play giving strategies for minimizing this would be really useful. Thanks for your thoughts : )

Nathan August 10, 2013 at 3:32 pm

How to integrate multiple content formats – written word, audio, video in ways that build trust and lead from someone signing up for a free offer to purchasing and ENGAGING in an offered program. That’s actually what I need most help with:staying engaged with my people. What systems do I need to have in place in order to facilitate this and how do I arrange the content?


Reg August 10, 2013 at 3:36 pm

I’d appreciate stuff about financial modelling – costs and setting prices.


Chris August 10, 2013 at 3:38 pm

For me overcoming my fears and doubt over my ability to do create anything worth while on one hand. Versus all these desires I have really make a difference. At the moment I’m feeling stuck I guess. I’m not giving up just not able to see a way through to where I want to be. I see others succeeding, I know they don’t click their fingers and it happens. So a play to arrest mine and others inertia with a pair of electrically charged paddles would be a play of the highest order.

Btw, Jonathan thanks for your imperfect email regarding this post I for one value your honesty. Honesty for me is the only marketing technique worth pursuing.



Janette August 10, 2013 at 3:43 pm

Great idea!!! Thank you!


Colleen Conger August 10, 2013 at 3:44 pm

Wow Jonathan! This is a bold move and I for one think this idea will spread like wildfire. As you probably already know, there’s LOTS of us out here who have the brains to get things done but are missing some of the tools to bring everything together. And, like you said, a starter-recipe would be great but adding your own flair and personality will kick it up a notch.

I’m going to second Vincent’s comment about taking the first step. I’d even go as far as to add how to make sure the first step is the smartest one. My head stays jumbled full of (what I think are) great ideas. The problem is that once I move forward, most of them come crashing down and I’m left holding an emotional bag of “what the hell happened and was it something I did wrong.”


Leslie August 10, 2013 at 3:46 pm

Brilliant idea and so doable! Let’s see, I have the skills for my business, coaching the learning challenged or out of the box thinkers, I have a blog, trying to figure out website and transfering and all the tech stuff, I have tons of mediums where I advertise, I talk on other blogs and professional sites, but I cant get clients anymore. I have testimonials from past clients praising my work with their families. I have about everything but the clients. I need the recipes to get actually get the clients to pay my prices. Unfortuantely, I feel the skills required to be and educational specialist is underrated so people want to pay a lot less. So how to educate and sell while staying authentic or how to find the people that already value the work and willing to make the investment for a life change.


Elana Miller August 10, 2013 at 3:49 pm

This is great Jonathan! I would love to see a playbook on forming relationships and connections with other bloggers and business people. I’ve heard bloggers talk in generalities about this, but it would be great to hear all the specific, nitty-gritty details on how it’s done (including pitches, email scripts, etc).


Dustin August 12, 2013 at 6:48 am

I couldn’t agree more. I have seen first hand the massive importance of building strong relationships. I think this should be one of the first plays created. Thanks, Elana!

Somone August 10, 2013 at 3:55 pm

awesome! Looking forward to taking action rather than studying up on the theory. I struggle with staying connected with what’s happening (trends, news, possible futures, what’s dead so I don’t look too retro, etc) and what I should be focusing on to move forward. It’s like I’m walking in a tar pit with lots of desire but a monkey mind in a state of sensory overload. So, something like how to think clearly and stay the course without getting distracted or hesitating with your strategy.


viv August 10, 2013 at 4:06 pm

I would love to see you provide a solution to civilization continuing to trash the land-base upon which it depends. If you can do that, then you really have saved the world. Are you up to that challenge?


Nicole August 10, 2013 at 4:16 pm

I am in love with this idea!!! So excited to see this come to fruition. I would love to see some social media plays such as how to attract more twitter followers, Facebook fans, etc!


Nash Ryker August 10, 2013 at 4:22 pm

You got my support bro! I think structure like this would be invaluable to most entrepreneurs, and the fact that there will be several experts representing their specialty and each of their own unique approaches to building a successful business will be really useful!

Looking forward to watching things get launched!


Dubem Menakaya August 10, 2013 at 4:27 pm

Damn this shit is super tight!!! Usally I don’t swear in comment boxes but ythis is so dope I had to. I mean, one play is about videos, how do yo make visually appealing videos that connect with an audience? Maybe even lead to sales. Or even videos which have a cultural/inspirational theme with the potential to go viral. But all the same, this is amazing. I’m 23 broke and grinding, but I’m donating, so no excuses guys :)


Jennifer Blanchard August 10, 2013 at 4:29 pm

Amazing!! Congrats Jonathan and Dustin! I know you will find funding for this project in no time. I’m ready to donate already!

PS I will be in touch about a play I’d love to contribute.


Dustin August 12, 2013 at 6:50 am

Jennifer, thanks for your support! Can’t wait to see your idea for a play! : )

Joyce August 10, 2013 at 4:35 pm

A totally cool Play would be guidance on analyzing current industry or consumer trends and then compare the trends with unique elements of your personal products. Where the lines intersect would be immediate opportunities for genuine growth, not just chasing the latest fad.


ram August 10, 2013 at 4:40 pm

This sounds super awesome Jonathan!
How to build a yoga and wellness centre and also how to promote it online


Tiffany August 10, 2013 at 4:40 pm

Hi Jonathan,

This seems like a great idea! This may have been mentioned already (I didn’t read all of the comments) but I would like to see a break down of the best way to get started. A play-by-play of what to actually do at the very beginning.


Dustin August 12, 2013 at 6:51 am

Tiffany, this is definitely a crucial area. I suspect that a lot of us hold of on starting because we’re just not sure hot to take the first step. Thanks for the feedback : )

Harper August 10, 2013 at 4:54 pm

As someone just starting out, I would be interested in the step before actual launch – selecting the right topic or figuring out what to start blogging about. I see a lot of information products out there, and I’m just not sure what I have to add. Thanks! Looking forward to seeing what you guys come up with!


Meghan Kerner August 10, 2013 at 4:58 pm

The play I’d like to see is “How to streamline your business to the bare essentials” — one marketing technique, one lead gen technique, one product/service– and how to determine which techniques are right for you. Not sure if this is too esoteric:) but the theme is about simplifying, not trying to do things that are not necessary but just end up keeping us busy.


Jadah Sellner August 10, 2013 at 7:21 pm

I love this idea! I agree that not every ingredient is necessary for success. I originally started doing all the things you’re supposed to do to create a successful blog (guest posts, write 3-5 blog posts a week, host give aways, etc). But as I kept fumbling my way through, I learned that all of that is not necessary, and I found my success in a completely different way. I do believe those things can help, but if you don’t have some other important fundamentals in place, it does just become busy work. That’s why I love the mission behind Paid to Exist/Trailblazers– it’s making sure you do what you love AND help people. If those two are not in alignment, then the rest really does become busy work.

Dustin August 12, 2013 at 6:52 am

Meghan, yep, you’re totally right. It’s so easy to get sucked into black holes of unproductivity. I LOVE this idea for a play. Thanks, Meghan!

Jennifer August 10, 2013 at 5:05 pm

How to support myself while writing a book and/or developing a music career.


Josh August 10, 2013 at 5:06 pm

Jonathan this looks like a really interesting project. I think the plays about how to launch a blog and products and services sound great. I think, like others have said, a play on getting started with your idea might be good.


Benjamin August 10, 2013 at 5:39 pm


I’d like to see a bunch of people talking about how they had the idea for their USP and how they developed that into a working business model. (Sort of like Emilie Wapnick and her work creating “themes” for a multi-interest blog, except just more examples of how others did it).


Dustin August 12, 2013 at 6:55 am

Really interesting idea. I’m fascinated by this too. How people come up with ideas and then translate those into real businesses is (for me) one of the most fascinating aspects of entrepreneurship.

Kind of like an idea construction kit.

Jackie Paulson August 10, 2013 at 5:43 pm

Hello, since I just set up my new website that I pay for now, I wanted to contribute to your blog. I want to have a playback of how to work with WINDOWS 8 because it is basically new in 2013.
I’d love a playback on a basic course of “STATISTICS” for college students as I struggle with it now.
How to engage your readers.
How to write a successful ebook that sells on Amazon.com

I love your idea but I hate the “rinse and repeat” use another word (s) here. It’s not new that is all.
Good Luck, Jackie


NancyS August 10, 2013 at 6:35 pm

Anything relating to finances- good investments, money traps to avoid and how to keep it all legit for the taxman. I tend to get stalled in the nuts and bolts of day to day operation relating to money so I would find that kind of info helpful.


Deborah August 10, 2013 at 6:43 pm


You have quiet a following who want to put their trust in you and believe what you have to offer is the real McCoy. I hope for your sake and theirs that it is. As one responder said, “tried too many times, left wondering “what happened” and this can be scaring. I wish you success for your sake as well as those who have so much believe , deep believe in what you will be offering.
Let’s see more details and what we have to look forward to.


MM August 10, 2013 at 7:04 pm

I’d love to see a play for setting up a successful import export products company for a luxury niche market. x
Brilliant idea!


Jadah Sellner August 10, 2013 at 7:14 pm

I love when you said, “My business absolutely transformed when I started seeing how successful projects were created and how businesses were run, from the inside. I could actually see what someone else was doing, not hear a story about it later in an interview where I was left to try to piece everything together.” I definitely agree when you get to take a peak at the whole behind the scenes it creates more inspiration and possibility. This is an “epic” project you’re working on and I hope to see it come to life!

I’d personally love to see the behind the scenes of successful automation. How to spend more time creating and being of service, while automating repeatable tasks.


amy August 10, 2013 at 7:20 pm

How to get a book published and how to be a bestseller. How to get on TV. How to get a feature in Oprah Mag (I’m not kidding). How to get 10k subscribers on your list. Whatever Laura R did.


Camila August 12, 2013 at 3:58 am

I like your question Amy :)

Barbara H August 10, 2013 at 7:36 pm

Perhaps this is implied within several of the other “playbook wishes,” but no one has stated it explicity yet, so I will.

I’d like to see playbooks on the technicalities of setting up and running websites for the most efficient income-producing results. This could be broken down into small tasks that make up a greater whole. I’m an “expert” with all the fundamental website creation activities… but my ability to generate income from what I create grinds to a halt once I’ve done what I know to do. Others may not even know the basics and need to learn. How can we learn what we need to know, in order to do what we have to do, without getting stalled around the technicalities or having it getting in the way of what we want to accomplish?


Cassandra August 10, 2013 at 7:43 pm

How to launch products and services is super intriguing to me.


Alicia August 10, 2013 at 8:02 pm

I always have good ideas, passion, and the dedication to pull projects off.

My biggest challenge is finding other people to work with! This is both finding a partner, or finding others to get involved. Especially in those beginning stages, when you don’t have the money to hire anyone, but can’t really do things alone.

I suppose how to get people excited in your project, enough that they’re willing to work with you. Or how to create a community around your work.

I know, personally, that my own projects would find much more success if I could find a partner to work with!


Nick August 10, 2013 at 8:11 pm

Awesome! Go for it – modularizing into plays with those incredible resources is fresh and it makes a lot of sense. I’m personally excited to think about how this would help me. And BTW you could write e-mails from the moon at 3:00 a.m. on a Sunday and we’re going to click every time because of heartfelt innovation like this!


Avery Ford August 10, 2013 at 8:23 pm

Copy copy copywriting please. I think the copywriting process for about pages and sales pages that WORK is one of the most mysterious parts of online business.


Dustin August 12, 2013 at 6:56 am

Agreed. This is a hot topic and definitely worth paying attention to in Playbook. Thanks, Avery.

Daisy August 10, 2013 at 8:36 pm

Sounds perfect! I would love to see a play on setting up a content and marketing schedule to keep up with and grows.


Susan August 10, 2013 at 8:49 pm

I was hoping that there would be resources like this in Trailblazers, since I already knew my passion and was beginning to implement it when I joined. Though I have a whole new perspective on additional things I can do with my passion, and the support of the group is invaluable in figuring things out. It would be helpful to have detailed how-to information on setting up a blog, getting people to read that blog, how to make good videos, etc. I look forward to you developing these resources!


Keith August 10, 2013 at 8:55 pm

What I’d like to see is how to start with just the bare idea, and grow it from there. Just guidelines on “what next”. Cheers.


William D Parker August 10, 2013 at 9:01 pm

I write a blog for school leaders and have spent a lot of time creating and sharing free content. I am curious how to package my knowledge, speaking, and coaching into something that is also marketable.


Alicia August 11, 2013 at 5:27 pm

You might want to get connected with this group!

Alicia August 11, 2013 at 5:27 pm
Jennifer August 10, 2013 at 9:05 pm

How to outsource the parts of the business that bores you, passive income streams + building an expansive web presence while still reaching + building a presence in your own community. I love how-to’s– this is great stuff!


Andrew Andestic August 10, 2013 at 9:22 pm

Always enjoy your ideas.

My biggest struggle is the idea of promoting my online work without feeling ugly about it, without feeling like I’m joining the legions of spammers and trickster marketers.


Jeremy August 10, 2013 at 10:01 pm

Play I’d like to see: how to pivot/shift gears after an idea doesn’t work out.

This sounds awesome. I’m a Dan already.

Take care,


Dustin August 12, 2013 at 6:58 am

This is a great idea! Perhaps a play on how to repurpose the resources you’ve already created for a new business. Thanks, Jeremy.

Shawn August 10, 2013 at 10:18 pm

Great thinking Jonathan, I like this approach to learning as well.

The play I would love to see is the launch of a residual earning product and how to keep it earning solidly past the launch. I’m a software developer and a writer so I think this basic overview would really move me to the next level. If there was a play for a specific residual income product, I could surely make the recipe my own.



Ti August 10, 2013 at 10:19 pm

I’d love a play on how to add new and diverse services to a blog. I’ve got so much I’m interested in & I don’t know how to add new courses that are unrelated to previous content. How do I keep myself interested and not lose my audience?


Ellen August 10, 2013 at 10:26 pm

Love the concept – I see a ton of great ideas already generated here. Just a note to say I’m in and excited :-)


Dustin August 12, 2013 at 6:58 am

Thanks, Ellen : )

Sharon August 10, 2013 at 10:44 pm

A play I’d like to see: how to integrate the content we’ve already developed on another (blog) site into a new “attention grabbing” site, if our basic concept is solid and doesn’t require a major change.

[BTW, I saw the phrase “selling a software subscription like this” and hope you’re not locking people in with proprietary site-development software …]

I take it this product somehow dovetails with Trailblazer, with some advantage to those who already own Trailblazer?

Good luck with this!


Camila August 11, 2013 at 12:20 am

How to launch your physical product online and get press (create a launch and marketing campaign) that leads to buyers. Think of all the crafty sellers on Etsy that don’t know how to market their wares. This is a huge demographic and there is a gap in the (coach catered) online education world – where this need is not being addressed.


Dustin August 12, 2013 at 7:00 am

Physical products definitely don’t get the attention they deserve. I agree there seems to be a gap and it would be worth creating plays about this. Not only to help people that are offering physical products but to turn others on to the opportunities.

Thanks, Camila : )

Michaela Cristallo August 11, 2013 at 12:42 am

I’d love to see a play for accelerating your traffic building strategy and also how to launch your first product! Looking forward to hearing more :)


Cavanaugh August 11, 2013 at 12:44 am

I’m very interested in this, and hoping it’ll be at a lower price point than Trailblazer. The play I need to learn is how to get up and running fast on a very small budget, because my part-time day job doesn’t pay my bills, let alone leave enough to fund a new business venture. I know I have a lot to offer and once I can bring it to the right people I can make a good income—but getting there when I don’t have a safety net feels daunting.


Dustin August 12, 2013 at 7:02 am

Building a business on a budget is a fantastic idea for a play. Thank you, everyone. These ideas are fantastic.

Rehmy August 11, 2013 at 12:54 am

The play I would love to see is how to start a product launch and the best ways to go about creating a product and releasing it out into the world. Something along those lines would be awesome. Would love to hear more about Playbook.


Andre August 11, 2013 at 1:14 am

Sounds like a good idea.
Actionable steps trump theory any day.

Liking the graphic design of the example plays shown above.
Clean but easy on the eye!

Play (probably not relevant to but here goes anyway): What to do if your current employment contract prohibits moonlighting, effectively forcing you to quit before you can try your hand at a side business/income? :D


Tara Nolan August 11, 2013 at 1:16 am

Jonathan I am late to your party but like others I love your clarity and your passion and if this comes off in your offering with respect to the various plays you suggest then I think you have a winner. Only today I was thinking of offering transcripts of my coaching sessions in questions to allow others learn real coaching conversations and how they build. Might be mad but like you I think you can only learn so much from reading books you have to experiment with recipes as you call them. I would love to support this endeavor and be a subscriber


Claire Rooney August 11, 2013 at 2:34 am

For me, as someone who is JUST starting out for myself (after putting in 13 years for others in various inhouse UX, elearning, design and writing work), I think the scariest thing is the amount of information out there. So many people are sharing their knowledge, which I absolutely adore and am grateful for, but I think I am obsessing so much about getting it right and listening to everyone that I’m not getting much momentum.

So for me… cutting through all the clutter and noise in order to define my own path, market myself and make the transition from inhouse jack-of-all trades to a successful content expert.


Debashish August 11, 2013 at 4:55 am

The Playbook! Awesome idea, awesome name. 2 plays I’d really love you see in there are:
1. How to get paying customers /clients when you are just beginning.
2. How to manage a side hustle while working a full time job that you want to quit.


Paula August 11, 2013 at 4:57 am

I’d love to see Play helping me to connect with other entrepreneur’s and link minded people to work together and make this world a better place. To create joint partnerships and come together with others and build something unique (much like you and Dustin) are doing. I want to share :)

p.s Jonathan this is exciting!


Deborah Colella August 11, 2013 at 5:39 am

How incredibly cool. And needed. Great thinking guys – can’t wait to see it launch! Just awesome :)


Lannon August 11, 2013 at 6:07 am

Thank you once again for breaking new ground and inviting us to participate. I would be most interested in a page for the playbook that deals with innovative referral programs. I would love to learn how others are incentivizing their fans and customers to create new customers for them.


Katie August 11, 2013 at 6:17 am

I didn’t read all the comments, so this may be somewhat of a repeat, but I’d like to see something similar to what Paula mentioned above. Is there a way to link similar businesses, bloggers, entrepreneurs together so that people can network? Maybe part of it is a forum where people request collaborators/supporters for varied projects?


Jill R. August 11, 2013 at 6:52 am

How to identify, create, market and launch a new service or offering.
(Much like you are doing here!)

Can’t wait to see how this unfolds!


Alex August 11, 2013 at 6:55 am

I would probably say, it would be interesting to have lessons focused on how to create an authority website and how to establish yourself in a specific industry.
Other than that, the “how to blog” made by Corbett seems very similar to his “Start a blog that matters” course… Is there anything new in that module?
Cheers! -a


Caren August 11, 2013 at 7:11 am

Yes! I can’t wait to see this manifest, Jonathan.

I’m going to echo a couple ideas: 1. Legal/financial considerations for setting up an online business (that dispenses advice you could get sued for), including what to look for in a CPA who knows online biz. 2. Running successful giveaways solo & with partners and how much you should give away for free.


Donloree August 11, 2013 at 8:12 am

Connecting the ‘how to’ with ‘what successful people ACTUALLY DO’ is going to be the lynchpin. By doing this it will enable people to tweak their projects in ways that keep them true to themselves.

Show me how to launch a successful ebook and print book and sell bazillions of copies please! :)


Kris August 11, 2013 at 8:13 am

Jonathan and Dustin – I look forward to seeing your project come to fruition. It’s genius.

I know “how to” do a lot of things like sales pages and launches, and I’ve learned from some of the best, but I’ve never seen an elegant way of taking one of the items and creating a project management tool around it.

That’s what I need! Some/one/thing to manage me!


Dustin August 12, 2013 at 7:05 am

Kris, glad you’re excited about the idea. We haven’t seen project management software in this context either. We really think it’s going to deepen peoples understanding of their business.

Katie August 11, 2013 at 9:04 am

There are a million people who tell me how to create a home page with an effective call to action for products. I’m selling services, what should I do differently? It sounds trivial, but it keeps pulling me up short and not really working if I just treat the services as products.


Michaela August 11, 2013 at 9:20 am

I would love to see a portion on step by step podcasting! I’m getting ready to dive into that world and that would be the most relevant for me right now! Thanks! Excited to see it all come together.


Shannon Lagasse August 11, 2013 at 9:56 am

Honestly, there are so many things I’d like the step-by-step blueprints for:

*how to write a book and get it published (and sell lots of copies!)
*how to effectively manage time (when you’re building a biz and working a full-time job)
*how to delegate and outsource on a very limited budget
*how to create a successful sales page
*how to create a landing page
*how to have a successful PROGRAM launch (not just products)
*how to create awesome content for programs (people LOVE my blogs, but I feel like I don’t want to say the same thing over and over again in products. I know some entrepreneurs who do this and I get pissed off. I’m like: “I paid for this and you’re feeding me the same stuff I read in your last product?”)

This project is really going to help people. Whatever it takes to get it out there, that’s what needs to happen. Let me know how I can support you in this effort. <3


Dustin August 12, 2013 at 7:06 am

Shannon, thank you so much for your support and great ideas. We’ll be announcing some really cool ways you can support the project in the next few days. Thanks again!

Brett Henley August 11, 2013 at 10:36 am

Dude, love this.

I think you’re addressing one of the biggest gaps in the digital teaching/self-service model. You’re giving people the “real,” not just abstract versions of it.

I’d love to see you do something mindful productivity. Granted, this is a bit more ambiguous than “How to build a traffic strategy for your blog,” but I think it’s a crucial piece that most budding entrepreneurs really struggle with.

Now obviously the key is grit and commitment – which is something you can’t teach. But there is something to be said about tips for cultivating the healthy mindset needed to push through when you inevitably struggle.

Most of this I’ve learned while completely fucking up. But I do think there are methods to handling these stumbles with grace. Fail forward, as I say.


Kate August 14, 2013 at 7:15 am

This. So freaking true. You can have all the strategy in the world, but if your habits and thoughts are all over the place, it’s not going to get you very far!!

Catherine August 11, 2013 at 11:24 am

Love the idea of this — my biggest issue isn’t the dreaming, it’s how to make the dream a reality…..I need content such as…

*building a blogger cult following
*video editing the easy way
*cross trafficking your blog and your website
*hiring and managing a web master
*building your team


Shaun August 11, 2013 at 11:25 am

Playbook is an awesomely FANTASTIC idea and super way to have a virtual reality, up-close-and-personal, hands-on-learning-by-seeing-in-action platform. Kind of like an on-the-job training or apprenticeship program, but for entrepreneurs instead!

I love variety and learning lots of things, so it’s hard for to say exactly what I’d like to see in Playbook. That, in addition to the fact that there are so many “how-tos” already out there.

I guess for me (and I’m thinking 2 or 3 years down the line, here) it would be: “How to train and hire the best employees” (for an expanding business).


Katherine Harms August 11, 2013 at 12:59 pm

Playbook sounds wonderful. Here’s what I need:
Trailblazer has taught me that I need a standout blog. I really need some help to be sure that the time I spend developing my blog is not spent running down rabbitholes.
I have reviewed new releases, and I have served as a beta reader. I know already that some of my editing clients will need more than a well-marked manuscript to reach success as writers, even though they have powerful ideas. I need help in launching a coaching program to help them, and I probably need a good roadmap to explain to them why they need it.
I love my work. I am completely capable of learning the IT skills to set up autoresponders and email marketing, but I get tired of filtering all my options, and figuring out the settings. I need help to optimize the time I spend getting such things set up so I can spend more time doing what I love — helping writers. (Sure, some day I will be so successful that I can hire a system administrator. I believe it will happen. But right now @$!#%$#@@!
I am learning a great deal from Trailblazer, but it only helps me know how much I need this sort of help. These things would help me. Did I help you?


Mike Harrington August 11, 2013 at 1:08 pm

Most definitely how to set up a successful first blog offering e-products and even live seminar content. That’s what I’m currently working on building- Successfully capturing your first niche audience, and serving them content they resonate with and get crazy amounts of value from. The end goal is that they become my raving fan customers and spread the gospel of what I’m doing.

I love this Playbook idea. Looking forward to seeing it come to fruition!



Pat McDonald August 11, 2013 at 1:56 pm

This is a fantastic idea! Getting through the doubt and uncertainty of what we are meant to do and taking that first step. That’s what I’d like advice on. Best of luck to you all!


Amanda Sue August 11, 2013 at 2:25 pm

How to Brainstorm New Product Ideas
How to Properly Launch Your Brand/Product/Site (maybe pull the fabulous Anne Samoilov in for that one?)
How to Integrate Charity Into Your Biz (Erin Giles is a good one for that)
How to Create a Sales Page (especially one that’s not over the top shoveling it down your throat…non sleazy sales please!)
Why Every Dang Blogger is in Portland or Australia (and How to Choose the Right One For You)

Okay just kidding on the last one. :D


Steph Sikorski August 11, 2013 at 2:29 pm

I’m a writer but my book’s not ready for publishing. I have no product. But I can provide a service: copywriting, managing social media accounts, administrative work to name a few. Where can I find people who would be willing, legitimately to hire?


K.Downing August 12, 2013 at 6:45 am

I am on very much the same journey and mission as you, Steph. I am in the process of gathering all my resources and creating a framework from which to launch my Freelance Writing and Marketing career. I wish to offer copywriting services, social media marketing and management, content creation and marketing, general consulting, and many other various writing and related services. My primary aim is to focus on local businesses as my area is significantly behind “the times” in technology and there is no viable online social infrastructure in my area — nearly no one at all has an effective online presence.

I have a great grasp on this theoretically but am having issue in concretely executing my plans and taking those “first steps.” I am also intermittently plagued with bouts of self-doubt despite ‘proving’ to myself over and over that my knowledge is extensive and effective and that I have both the potential and ability to excel in this world!

From one writer and human being to another, I wish you the best of luck in your own endeavors, dear. Souls such as ours surely burn brightly! We will succeed! It’s just a matter of finding that proper path for which to follow down on our journeys!


Justin Harmon August 11, 2013 at 2:42 pm

I love, love, love this. It makes me think of football which is even more enticing for me. All of the above ideas are great.

I’d like to see more of design aspects. Like, “How to design an ebook or product” or make a template to add the content to.

Good luck on the campaign. I’ll be supporting for sure!


Jonathan August 11, 2013 at 4:33 pm

Great feedback, thanks Justin. Just got your play proposal too. Will respond shortly. :)

Justin Harmon August 11, 2013 at 4:52 pm

You’re welcome ! Sounds good :)

Kim August 11, 2013 at 4:30 pm

This sounds awesome!

I am launching a new website in the next month and I am looking to create a coordinated effort including: a website launch, new blog, new offerings on the site, a bestselling book and a workshop series that I will travel to various locations around the world.
I have big dreams and I would like to see how others are doing this too!

Good luck with it! I’m looking forward to hearing more about it soon…


Savannah August 11, 2013 at 6:36 pm

I would love to be involved in this! What an amazing idea!

I’d like to learn
*how to launch a successful email campaign
*how to launch a product
*how to write an eBook
*how to develop a product
*how to sell to local businesses
*how to increase blog traffic
*how to manage an online community forum

Thank you!


Leela Morales August 11, 2013 at 6:44 pm

Yea!!! I can’t wait for this to come out! I LOVE the idea! Personally, I’d love to see…well…every play you got! But 1 that focuses on how to build an author platform would be great.
Buena Suerte, Amigos!


William Suphan August 11, 2013 at 8:04 pm

I’ve found my passion, simplified my life and am creating content. However, what still kind of baffles me is how to monetize tastefully. Anything regarding that would be exceptionally helpful!


gaby August 11, 2013 at 8:25 pm

This is a wonderful initiative. I’d love to know how to zero in on your passion when you have so many things going on in your world…or do I even need to? Is there a way to bring them all together in one grand project? I guess this would be the first step for me before I could go into the specifics. Thanks!


Charmaine August 12, 2013 at 2:14 am

How to build a business around your art. Artists cannot live on the money made from selling paintings alone. As Suphan said above, how to monetize it tastefully


Tiffany August 12, 2013 at 6:20 am

This is awesome! I would love to see ‘how to create a digital workshop.’ :)


Jennifer August 12, 2013 at 7:57 am

How about how to evolve your idea around what your greatest passions are? I have noticed that mine tend to change over time, and that my first business idea might not be the ultimate one for me. I would love to change my business and let it evolve as I go along without coming off as a flake who changes her mind every day! :)


Bronwynne August 12, 2013 at 8:15 am

Hi, I’m a big follower of PTE and love the concept behind it. My biggest hurdle with regards to starting at this point in time is location. It seems that all this would be awesome, staight forward and simple had I been living in the US or even Europe. My question would be “How would one access al these great tools if your stuck in a 3rd world country and apply it here?”


Matt S. August 12, 2013 at 10:19 am

A play on how to conduct the business of selling subscription software (just like Playbook itself) and digital goods in Massachusetts, given new governance in that state.

(And other such state-specific plays, for when our cybergoods cross borders where little-known or not-well-understood governing nuances exist)


Alejandra August 12, 2013 at 11:44 am

How to create passive income with ebooks :-)


Ashley August 12, 2013 at 12:21 pm

I’m in the process of writing my first book. I want to know how to successfully self-publish. Not just throw up some ebooks here and there for .99 cents- but really self-publish a ebook that is received just like any other hard copy print book.


Priscilla August 12, 2013 at 12:57 pm

I am about a month away from quitting my day job to devote my time to my own business, which in this case involves buying and selling used cars. I would love to see something in your handbook about this type of business. BTW, it was you who inspired my husband and I to take our lives into our own hands and try to make it on our own so…THANK YOU!!


Rick Carter August 12, 2013 at 2:59 pm

There is already too much information out there and yet … it is how to best learn things! That’s what apprenticeships were for and are needed again in my simple opinion. I just don’t know and it’s already hard for me as I do everything and so it’s very very slow and often discouraging. Often too many choices can cause the same thing. An old acquaintance Tony Robbins commented on this type of thing … You want to know how to become overweight or fat for a new role you are going to play or want to become an expert marksman … imitate and emulate even down to what a person is thinking when they respond?!? These are a few thoughts that might be of use to think about during your project … I hope they are useful!

I do wish I could be more helpful but thanks for asking! Rick =)


bluebell August 12, 2013 at 3:12 pm

Hi! Cool initiative! My personal dream involves providing advice to others to do and feel better. I’d like to become self-employed and have a lifestyle that allows to have plenty of free time to spend with my family. But I have not gotten serious about it, every time I get “distracted” and cannot seem to elaborate a plan and commit to it. So everything related to really following through despite fears and doubts would be welcomed.

Another interesting skill would be how to deliver effective presentations to a group. Here in Europe we do not get many chances to speak in public, not in the school nor in your professional life. It would be nice to be able to stand in front of some folks and know how to deliver your message in a clear, effective and entertaining way.
Thank you already for your efforts regarding this project, looking forward to it!


Wendy August 12, 2013 at 3:34 pm

Also!!! I would love to see the breakdown of the breakpoints for lie social media rollouts, like how many subscribers should you have before making a Facebook community or any other community. Or how many subscribers should you have before rolling out something like a paid-for subscription or anything that’s going to require any sort of feedback and responses from the community members for it to be a success. Nobody wants to visit an empty community!


Srushti August 13, 2013 at 12:48 am

How to successfully freelance while studying in college.


Clara August 13, 2013 at 4:14 am

Hi Jonathan and Dustin,

I love the playful approach to entrepreneurship! As a graphic designer who has startups clients more and more, I’d really appreciate if you include “how to deal with graphic designers” for all the people starting out with their business. They often do not know what to expect from a collaboration. I am sure you are already helping the design community by making sure that new companies have their mission statement straight and have at least once put pen to paper regarding what they want to achieve and who their target audience is. :) So thank you.

Best of luck to you and everyone here starting out, there are so many ideas in the comments, so much potential!



Jenna August 13, 2013 at 6:10 am

Hey Trailblazer! Playbook looks pretty cool. Like a How-To for everything. If I were to look at a “play” it would probably be… “How to sift through tons of people to find your best active seeker” If there is such a guide. I heard an entrepreneur’s podcast one day to find that if you search for that right customer, it can do wonders for your business.


Janice Sangha Mitra August 13, 2013 at 6:25 am

Love what you are creating Jonathan and Dustin. Some of my play interests would be:
How best to market children’s books. How to build a successful blog. How to launch and grow support for a crowd funding campaign. Thank you and Best of Luck! :)


Shelley August 13, 2013 at 10:59 am

Very cool idea! As a soon to be blogger-this Playbook idea has GREAT appeal to me! I would love to see stuff like: how to create a successful blog, how to write a children’s book, how to start a travel business, how to market life coaching skills, how to create an on-line community, how to plan an in person conference for such a community…to name just a few ideas.

Good luck and thank you for taking the leap and making this happen! Eager to get started!


Jesicka Labud August 13, 2013 at 1:29 pm

Hey Jonathan! First of all, congrats on the unveiling. This looks so promising and useful. It is really good to see a project that will gather such great resources all in one place. Here are a few projects/plays I would love to see in Playbook:
-How to give an amazing TED Talk
-How to create an NGO or Non-Profit
-How to become a digital nomad
-How to change the world through innovative problem solving (i.e. solving the big problems in impoverished communities through small steps and innovative projects.)

Hope these contribute! Good luck and keep us posted. Will definitely want to be a PART OF IT when it launches and also when it is in-process!

By the way- I am an architect- and we don’t really ever use the term “blueprints!” :)


Michael Knouse August 13, 2013 at 1:40 pm

Jonathan – This is incredibly exciting and I love the concept of Playbook! I would like to see a Play about how to simultaneously build an audience while creating income. I have often struggled with which one to focus on first and I have come to the realization that they are both equally important and that its hard to have one but not the other. An example might be how to build up a one-to-one coaching practice which creating a platform that allows you to offer a lead magnet while showcasing your expertise.

The bottom line is this is an exciting project and I love the idea of you pulling back the covers on case studies of successful entrepreneurs. Best of luck and I can’t wait to see it unfold!


Dan August 13, 2013 at 8:23 pm

This sounds great! I admit, I have not read all of the posts yet, so this may have already been said. One of the big things I struggle with is coming up with the ideas. There are so many books out there with awesome and inspiring case studies and the like, but a few hours later, I am left frustrated. I know I can do it all, if only I could figure out the idea. Hope that makes some sense.


Christine August 13, 2013 at 10:28 pm

OMG! This is such a brilliant idea! :)

Please do feature, “How to gain hype to the right market for your website.” Because, sometimes we got the hype, but not the right consumer. I think that will help a lot! :) Comes with video and tasks! AWESOME.

I wish u all the best. I really want to join you too. :)


sarah August 14, 2013 at 9:53 am

This sounds like an exciting venture and I am curious to see where it goes. I would like to see a play on marketing and how to excel at it. Good luck I can’t wait to see what happens.


Carlos August 14, 2013 at 8:14 pm

I’d like to see a step-by-step on how to write and format and create a great Ebook.


heiko August 20, 2013 at 4:51 pm

What would WOW! me is a play on “How to track down all the those believes that are stopping you right now from creating your dream life, and what are all the next steps to become the warhorse you’ve always longed to be”.


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