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229: Profit From What You Know with James Allen, Profit Your Knowledge

Succession Stories · 2026-05-03 · 30 min

0:00--:--

Key moments - from our scoring

Substance score

33 / 100

Five dimensions, 20 points each

Insight Density8 / 20
Originality5 / 20
Guest Caliber5 / 20
Specificity & Evidence9 / 20
Conversational Craft6 / 20

James Allen, founder of Profit Your Knowledge, discusses how entrepreneurs can monetize their expertise by building scalable, time-efficient digital businesses. After leaving his six-figure construction career in San Francisco's Local 38 union, Allen built a coaching business generating over $100K annually while working fewer than 20 hours per week. The episode explores the 'expert paradox' - where specialists undervalue their knowledge because it feels routine to them - and introduces the Income Intersection framework: a Venn diagram identifying profitable niches at the intersection of personal experience, market demand, and genuine passion for teaching. Allen shares real examples including Jason, a futures trading coach who earned $20K from 17 YouTube videos posted every other week, and fitness expert Anthony, whose simple positioning ('I help men over 40 get lean year-round') drives natural client discovery. The conversation targets founders and executives considering business transitions, exploring how to package expertise into products, courses, and coaching offers without sacrificing lifestyle. Key strategies include niche clarity, platform-agnostic content creation (particularly YouTube), strategic pricing increases (doubling rates), and packaging outcomes rather than hours.

Key takeaways

  • →The 'expert paradox' means the more qualified you are at something, the less impressive it feels to you - even though it could be exactly what someone else desperately wants to pay for.
  • →Profitable expertise sits at the intersection of three things: you have real experience with it, people actively pay money to learn it, and you genuinely enjoy teaching it to others.
  • →Your niche gets discovered by actually working with people and having conversations, not by doing worksheets in your head; you need real market validation before committing to a direction.
  • →YouTube content creation at any subscriber level can drive client acquisition if you're solving a real problem - Jason landed a $3,000 client with just 12 videos and 58 subscribers.
  • →Raising your prices and packaging services into outcomes-based offerings (rather than hourly sessions) is more effective for reducing hours while increasing income than trying to sell low-cost individual sessions.

In this episode

  1. 1James Allen's Journey from Construction to Digital Business
  2. 2The Expert Paradox and Underestimating Your Knowledge
  3. 3The Income Intersection Framework for Finding Profitable Ideas
  4. 4Creating Content and Building Audience Through YouTube
  5. 5Pricing Strategy and Packaging to Work Fewer Hours

Mentioned

James AllenLori BarkmanProfit Your KnowledgeBusiness Transition SherpaSuccession StoriesHomeServeTony RobbinsJasonConstance

Guests

James Allen

Topics in this episode

Income Intersection frameworkYouTube content strategy for expertise monetizationFutures trading educationNiche discovery through customer conversationsPricing strategy and package designDigital course creationPersonal development coachingThe Four AgreementsPlumbing union Local 38 (San Francisco)

Questions this episode answers

What is the 'expert paradox' and how does it prevent people from monetizing their knowledge?

The expert paradox is the phenomenon where highly skilled people undervalue their expertise because it feels normal and unimpressive to them, even though others would pay for it. James illustrates this with examples like his fitness coach friend who didn't realize his fitness knowledge was marketable, or Constance whose Italian cooking felt too basic despite generating tens of thousands of TikTok followers.

How does James Allen's Income Intersection framework help identify a profitable business idea?

The Income Intersection uses a three-circle Venn diagram: experience (you're genuinely competent at it), market demand (people actively pay for this), and personal passion (you enjoy learning and teaching it). A profitable niche exists only where all three overlap - for example, Jason's futures trading business met all three criteria, leading to $20K in revenue from 17 YouTube videos.

What's the first step someone should take if they want to transition from hourly work to selling expertise?

First, identify who you want to help and what result you want to help them achieve by actually talking with people in networking settings - not just theoretical worksheets. James emphasizes that you discover your niche through conversations, not solo thinking, and you'll quickly learn if you genuinely enjoy working with that specific audience.

How did Jason achieve $20,000 in revenue from just 17 YouTube videos about futures trading?

Jason started YouTube with zero subscribers or marketing knowledge, posting videos every other week while working full-time as an orchestral musician. His early videos attracted highly relevant viewers searching for futures trading education, leading to a $3,000 client at just 12 videos and 58 subscribers, with momentum continuing to over 1,000 subscribers and $20K revenue by video 17.

What are the two major strategies James uses to earn six figures while working under 20 hours per week?

Charging premium prices (helping coaches double their rates) so one high-value client generates significant income, and creating packaged offerings (6-month or year-long engagements) focused on outcomes rather than hourly billing, which removes the time-for-money ceiling inherent in service delivery.

What our scoring noted

Our reviewer’s read on each dimension, with quotes from the episode.

Insight Density

8 / 20

The episode delivers a handful of usable but surface-level frameworks (the 'expert paradox,' the 'income intersection' Venn diagram, the positioning sentence formula) buried under extended personal backstory, client anecdotes, and meandering tangents. No genuinely novel ideas for a smart B2B operator; most concepts are standard online-coaching fare.

the more qualified you are to solve a problem, the less impressive it feels to you, even though it's exactly what someone else could be desperate for
you can't figure out your niche in your head. You gotta go work with people and start getting into conversations

Originality

5 / 20

The episode recycles widely circulated ideas from the creator-economy and coaching world - 'you are the five people you surround yourself with,' the Howard Thurman quote reattributed as personal advice, Hormozi/Robbins references - without any contrarian or first-principles thinking. The 'expert paradox' is essentially the well-known 'curse of knowledge' rebranded.

Don't do what you think the world needs. Do what makes you come alive. Because what the world needs are more people who've come alive.
you are the five people you surround yourself with

Guest Caliber

5 / 20

James Allen left a union construction job at 22 to become a spiritual life coach and now coaches coaches - a career built almost entirely within the coaching/creator niche rather than as a practitioner who scaled a real business at meaningful size. His evidence of impact is limited to a handful of individual client anecdotes, and his relevance to the B2B succession audience is tenuous at best.

I left and at 22 years old, I became a spiritual life coach, quit my job, people thought I was insane
I help coaches, consultants or experts build six figure plus online businesses working 20 hours a week or less

Specificity & Evidence

9 / 20

The guest provides some concrete numbers tied to named client examples (Jason's subscriber count, video count, dollar totals), which is better than pure abstraction, but all evidence is anecdotal n=1 client stories with no broader data, failure rates, or industry benchmarks to substantiate the model's replicability.

started brand spanking new at 12 videos and 58 subscribers. He landed a $3,000 client from YouTube
he's made, ah, like just over $20,000 at 17 videos. And he posts every other week

Conversational Craft

6 / 20

The host asks open but soft questions, frequently answers or reframes them herself before the guest can respond, and never pushes back on any claim - no challenge to failure rates, replicability, or survivorship bias in the client stories. The MC Escher tangent and the lost-question moment ('Remind me the question one more time') are emblematic of an unfocused PR-style conversation.

Remind me the question one more time
So let's talk about some systems and how to create a business that gives you the freedom you're looking for

Conversation analysis

Computed from the transcript - who did the talking, and the words that came up most.

Share of words spoken

  • James Allenguest73%
  • Laurie Barkmanhost24%
  • Narrator3%

Most-used words

life25money21help21coaching16youtube13hours11learn11start11succession10building10helping10figure10helped10making10videos10experience10

Episode notes

"Don't do what you think the world needs, do what makes you come alive." Most entrepreneurs sitting on decades of hard-won expertise have no idea that knowledge alone could be their next business. James Allen is the founder of Profit Your Knowledge, a platform helping coaches, creators, and experts turn what they know into scalable, freedom-based online businesses. He left a six-figure union construction career at 22 with no roadmap, just a belief that he'd only make money doing things he enjoyed. James shares the frameworks, mindset shifts, and practical systems behind monetizing expertise and why this conversation matters deeply for founders thinking about what comes after their current chapter. Key Insights The Expert Paradox is real - and it's costing you. The more qualified you are to solve a problem, the less impressive it feels to you. What seems ordinary to you could be exactly what someone else is desperate to learn and willing to pay for. Use the Income Intersection Framework to find your profitable idea.

Full transcript

30 min

Transcribed and scored by The B2B Podcast Index.

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Laurie Barkman: welcome to Succession Stories, where we identify how entrepreneurs can improve business value and transferability to ensure the legacy of your hard work. This is your host, Lori Barkman and you're in the right place if you want to build with your end game in mind. Succession Stories is sponsored by the Business Transition Sherpa, providing expert advisory services for your business transition journey. Welcome back to Succession Stories, the podcast where we explore the journeys of, uh, founders, entrepreneurs and leaders who are building value, creating impact and thinking about what comes next. Today's guest is someone who's redefining what it means to build a business around what you already know. James Allen is the founder of Profit yout Knowledge, a platform dedicated to helping creators, coaches and experts turn their knowledge into scalable freedom based online businesses. After leaving his own six figure construction career, James built a thriving digital business that allows him to work less than 20 hours a week while generating six figures in income. Through his coaching courses and his podcasts, he's helped countless entrepreneurs package their expertise. And I'm so excited to dive into this conversation with you and learn how people might monetize what they know, build a business that actually supports their life. James, welcome to the show.

James Allen: Thanks Laurie, for having me. And what a great intro. That was awesome.

Laurie Barkman: It's so fun. It's so fun. And here we are turning the mic around because I was on your show and that's how we met and I just love that. I love the opportunity to bring interesting things to my audience and, and it just struck me that this might be one of those things we don't talk about a lot, but in the contest context of succession and ideas just to sort of put in the world, you know, what are some things that people might start to think about as they're exploring their potential transition in the future and how they might spend their time differently than they are today and maybe how they might monetize it. So I think you're a great person to talk about and I thought what we'd do, James, is start with your Background, just your origin story. As I, as I said said in the intro, you had a big job, you had a big boy job in construction that you were um, you know, that you were, you were in for a number of years. What was the moment of realization that pushed you to make the leap to being, making the switch to, to running a digital business?

James Allen: Yeah. Um, wow. Well, you know, I had, I had a very chaotic, rough childhood. A lot of alcohol abuse, drug abuse, uh, physical abuse, not to me, but like witnessing it between my parents. And um, that all led to me getting into personal development. At 17. I read the book the Four Agreements and I struggled with confidence. You know, I was in like high school at the time and I just wanted to be more confident to like talk with girls, you know. And just like that was like my motive at the time. And um, it just started to change me and I, I held myself differently. Um, I just saw that people were suffering unnecessarily because they were making so many assumptions and taking things personally when they didn't have to and all the stuff that the book taught me. So that was kind of my intro to personal development. It stuck with me for, you know, the rest of my life. I still follow those four agreements. So I got into construction when I was 18. Uh, so like a year after I really started getting super deep into personal development. And I was just kind of the black sheep, you know, because not really many people were into it in construction. It was just like a bunch of 40 year old, like burly men. And um, I was this young guy and I was very driven, I was very uh, good at my job. But something just kind of was like, I don't really know what I want to do with my life. I make really good money. It was a six figure job. I had crazy good benefits, like could shock your doctor. Really good because it was the highest paying, uh, plumbing and pipe fitting union in the world in San Francisco. It's called Loco 38. Awesome career for many people. So um, yeah, I, I, it was about a year, maybe a year and a half in to doing it that I kind of, it just settled in that I'm like, this is what my life is going to be. I'm going to be looking like I'm going to be like these guys around me like, you know, you are the five people you surround yourself with. And I'm like, I don't, I don't really want that. And also it's just so familiar with like the trauma from my childhood and everything because what my dad Did. And um, yeah, it was just kind of this, uh, this moment where I'm like, I gotta try something else. And I would look into other career paths and I never thought about being an entrepreneur or anything. And uh, I found out about coaching and the more I read about it, blog posts and articles and watch videos and stuff, I realized like, oh, I could be like a Tony Robbins, but you know, my own version of that. I was like, I can get paid to do that. That's amazing. You can help people, uh, and like help them. Personal development. So I found a coaching certification. Long story short, I ended up leaving my construction job a year before I was fully vested. Because they're like, you can come back anytime. And I'm like, I don't want to. I already know what it's like. I've experienced it, you know, like, I'm all in on this thing and I only want to make money doing things that I enjoy. So I, uh, Left and at 22 years old, I became a spiritual life coach, quit my job, people thought I was insane. And now I run a six figure business and I work around 20 hours a week and support me and my girlfriend and life's pretty good.

Laurie Barkman: So, yeah. Wow. From sort of those humble beginnings, you know, thanks for sharing the personal story. And I'm sure that wasn't easy. It led you to make some choices about how you wanted to inspire other people to, to leave, to live a positive, fulfilled life. And, and it manifested into some other things for you, which is, which is great. I'm glad to hear that, that, that origin story. So thanks for sharing that. Um, I want to talk about the monetization of expertise. This is sort of a new concept maybe that our listeners are like, what the heck are we even talking about here? So let's unpack it a little bit. So you focus on helping people profit from what they know. What do most entrepreneurs underestimate about the value of their own knowledge?

James Allen: Uh, that's a really good question. Actually. There is this thing that's, um, I have noticed with a lot of people, especially people who are very talented. And uh, it's something I call the expert paradox. And it basically states that the more qualified you are to solve a problem, the less impressive it feels to you, even though it's exactly what someone else could be desperate for. For example, a, uh, friend of mine, dear friend of mine has helped me really level up in my fitness. And he is like, he's like 35, 36 years old and he's gonna be like, have a six pack the rest of his life. He used to be overweight, but then he got, like, really serious and dialed in his nutrition, his training and everything. He's a phenomenal athlete, and he's helped me level up as an athlete. And he was talking about, uh, like, he coaches people, and that's his job. And we were talking about how he could monetize his experience on the Internet. Like, dude, you can have a YouTube channel. Like, all this stuff. He's like, I don't even know what I would talk about. Like, it's nothing impressive. And I'm like, dude, you stay fit and lean year round, and, like, you're approaching 40. You know, you're on your way, but, like, you're not stopping anytime soon. You're gonna look like this forever. And he's like, well, yeah. And he said something when we were in his kitchen. He's like, making food. I'm like, what are you making right now? He's like, oh, it's just, like, this thing. And he explains it. He's like, yeah, I eat, like, the same three things every day. And I'm like, dude, that's a YouTube video. Like, I would. I would crush that YouTube video. I would love that if it was, like, you being, uh, like, the physique that I would want. And then you say, like, the only three meals I eat to stay lean year round. And he just didn't think about. He's like, oh, yeah, that could be, like, a really good video. I didn't even think about that because we underplay our expertise. The more normal it is to us. That was, like, another person, um, that I ended up working with, and her name is Constance. She's building a notary business, like, teaching notaries how to be more competent and successful. Because there's a lot of. Lot of bad apples in the space. Um, and it gets a little shady with the gurus in the space, too. But she is Italian, and she loves to cook. And she started a TikTok channel, and it had, like, tens of thousands of followers, like, virtually overnight. And to her, it was so basic. She's like, I'm just making, like, what I make for my. My husband, you know, for dinner. And I'm just kind of showing people that. And I'm like, are you sure you don't want that to be your business? Because that could be it. But she underplayed it because it just seemed normal to her. And the crazy thing is that people would pay to learn how to cook better because so they can cook for, like, Their family or friends or whatever their motive is, you know, and that's where it comes down to getting clear on your audience. But I just think it's really interesting that people undervalue their expertise and, um, they shouldn't because you can, you can turn that into income. And it's really fun and rewarding when you change people's lives, you know, just by like, teaching them things. Like, for example, um, another client of mine, Jason, he teaches people futures trading. He's been crushing it. His YouTube channel that I helped him start, he didn't even know about YouTube. He didn't know anything about marketing, like, anything like that. Content creation started brand spanking new at 12 videos and 58 subscribers. He landed a $3,000 client from YouTube. That's insane. Like, people think you need to have 10,000 followers to be able to do that. And that's a record for me, by the way, as a coach. Uh, and now he just messaged me yesterday and was like, I just passed a thousand subscribers. And he's at 17 videos. And he told me that today with his YouTube channel, he's made, ah, like just over $20,000 at 17 videos. And he posts every other week. And he messaged me, um, after we were talking about this, I was like, dude, that's so awesome. Like, world record, you know, PR for me. And he said, I couldn't be more thankful that I googled about course creation sites, lol. Because that's how he found me. He googled about course creation sites. My YouTube video popped up. He liked me, watched some videos, booked a call with me, became my client, and the rest is history. And I was like, isn't that crazy? Like, I dreamed of that for so long. And you're gonna be that guy for people now. And he is that guy for people. They Google something that they want to learn about. He has expertise, and he's showing it on the Internet and just show it, uh, just helping people. And then he offers for them to dive deeper with him. And then, um, yeah, he's literally been signing clients from YouTube. So he's literally being that guy because people are trying to learn about futures trading. It's just awesome.

Laurie Barkman: Hey, if you love the insights on this show, you'll love the insights I share in my book, written for entrepreneurs like you who are building with your exit in mind. Take the next step in your business journey to make your business more scalable and valuable. Head on over to btsherpa.combook to grab your free digital copy of the Business Transition Handbook or You can also click the link in the show notes. It's right there for you. Btsherpa.com book the headline is expertise that's just normal to you might be really valuable to someone else. That's a really cool way to think about it and kind of break it down. Um, I want to talk about business model and scalability because we're talking about sharing a talent and monetizing it. That's kind of the big idea here. And that might sound overwhelming to someone that's thinking, oh my gosh, how would I even try to do that? And so I want to talk about how you think about building a business that isn't necessarily tied to time. For someone who's still trading hours for dollars today, what's the first shift they need to make?

James Allen: Yeah, that's a really good question. Um, I was um, a so fun fact. I was a spiritual life coach when I started. And then years went by, I learned about niching and marketing and everything. So I went into the productivity space because I was obsessed with like, how do I work the least amount of hours that I possibly can and make as much money as possible? That's my, it's been my obsession. It still is. You know, how can I like really help people and do a good service? But like, I don't want to be doing unnecessary grinding if I don't need to. Uh, I will if I have to. But yeah, so I would say that the first thing is, well, the very first thing is you have to think about like, who can you help and what do you want to help them do? And people will spend so much, it wastes a lot of time doing worksheets and all this stuff to try and find their niche. And a coach of mine told, gave me a reality check and he said, James, you can't figure out your niche in your head. You gotta go work with people and start getting into conversations. And I've helped. Now I help other people do that too. And I've shared that advice with them and I've had people who are like, this is who I want to help, this is what I want to help them do. And then they start working with them and then they quickly realize, like, I actually don't like working with these people. It's not as life giving as I thought it was going to be. Um, so to quickly help you kind of think about this is, ah, there's a framework I teach called the income intersection. And it's how you can find a really profitable idea. So if you think about a Venn diagram with three overlapping circles. There's three pieces to the puzzle and you think about like, what's this thing that you maybe, um, want to help people with? So the real profitable idea is at the intersection of these three things. First, you have experience with the thing that you want to teach. Like Jason, he has experience with futures trading. He's been doing it for over six years. He's very profitable. He makes like 800 bucks a day doing futures trading, um, which is awesome. I know nothing about futures trading, by the way. So do you have experience with this? Uh, are you really competent in this thing? Like, I didn't start coaching coaches from the get go. I was a spiritual life coach. And then I went into productivity coaching and then I got better at business and coaching and making my own money with clients and marketing my coaching business. And then people started asking me for help with selling digital products, et cetera. So that's where I got more experience and then I moved into profit your knowledge years later. So it wasn't just like a right out of the gate thing. Um, so you have experience with it. The second thing is that are people willing to pay money to solve or learn this thing? Are they actively paying money to do this? Because a lot of people, they make up these things and maybe they have experience with, but people don't pay money for that. Like confidence coaching. No offense to confidence coaches. I was a confidence coach between life coaching and productivity coaching, by the way. So, um, is it a real thing? Like people are want to pay money to learn how to trade, which like Jason in that example, again, he paid money to hire his own coaches to learn how to trade better and now he gets to teach other people. And the third piece is very important and it's do you enjoy learning or teaching or learning and teaching this to others? Because if you don't like learning, like Jason loves learning about how to get better at futures trading for himself. He loves it. It's a part of who he is and he really enjoys teaching people it. But if he didn't like teaching it to people, it wouldn't be a good business for him. So you have experience with it. People are actively paying money to try and like learn this thing like guitar or I don't know what, um, baking. It could be like you could sell courses on baking or membership community or something like that and that you actually enjoy learning about this and teaching it to other people. If you can think about some ideas that you have brain, list a few and then come up with that and it meets that intersection of those three things, you will have a profitable idea. And you want to be able to put this into a simple sentence of like, I help this specific person get this result. So like Anthony for example, being fit and in shape, he can totally like uh, when he becomes 40, but he's got, he's going to be fit the rest of his life. He could totally be like, I help men over 40 get lean and stay lean year round. Simple and it's real. A lot of people make up this like super complex like scripted thing and it's, you could just feel, it's like how many times you rehearse that in the mirror versus just being like, I helped this person get this thing. So for me it's like I help coaches, consultants or experts build six figure plus online businesses working 20 hours a week or less. So if I am at an event or I'm talking with someone and they're like, well, I'm a coach or like I'm an expert of some kind. But like, I thought about getting into coaching and I'd love to build a six figure plus business working 20 hours a week or less. Can you tell me more? I help men over 40 get lean, stay lean. They see that I'm lean, they're like, dude, how do you do it? And then they want to learn more. And that's what kickstarts a conversation. But this simple sentence is the bedrock of everything. You get clear on your niche by actually talking with people about it. And you realize I love helping this person get this result. And then what I'd recommend for time saving is like go out to networking events, talk with those people, really pinpoint that you enjoy doing it and then start making YouTube videos on it. Like Jason, um, he has a full time orchestral musician, uh, job in Washington D.C. he also has two kids under the age of seven. He's very busy and he's also building his business and he's doing trading as well. He posts every other week because once a week was a little too much for him. So I said do every other week and um, you'll get comfortable with the process and then you could double down later. But he stuck with that. And he gets videos that get tens of thousands of views. His most recent one's at like 7.5 thousand views in uh, four days, which is awesome. Four or five days. So that's like, that's a really good start. But like that is what compounds and is going to take people from discovering you to then booking a call with you because you Just offer to book a call with you inside of the content. This is where we can get a little technical. I know, but, um, that, that's kind of like the best use of your time if you want to build this thing on the side, in my opinion.

Laurie Barkman: Gotcha, Gotcha. So let's talk about some systems and how to create a business that gives you the freedom you're looking for. You've decide you've designed a business that you can run, as you said, in under 20 hours a week. What systems or decisions made that level of freedom possible?

James Allen: Yeah, um, so I would say like very foundational thinking about someone who's just kind of getting into this, figuring out their thing and maybe you know what your thing is and who you help and you're going to help them do. But like, you got to figure that out. Because when you know, this is a person that I love helping with and it's the old version of me because I struggled with getting lean and staying lean if that was the case. Uh, and that result, et cetera, like that's the foundational thing because if you don't nail that, everything else gets so much harder. Like making the videos is harder if you're, if every time you make a video you think, is this video for that specific person and is it helping them get closer to that result? Like when I make a video, is this helping a coach, consultant or expert get closer to building a six figure plus business working 20 hours a week or less? If it is great, make the video. And that's going to bring in the right people. To me, you can find better keywords, et cetera. All right, um, but sorry, I went on a tangent. Remind me the question one more time.

Laurie Barkman: No, that's okay. Just really about building, um, a business.

James Allen: All the things I've done for you,

Laurie Barkman: for you, you know, like it. Because when you' starting a business from scratch, I know from my own experience, it's really overwhelming. You got to figure out your tech stack. You got to figure everything out.

James Allen: Yeah.

Laurie Barkman: I think from the kind of the state of where business owners are and thinking about their transition, let's say they are, they have been working 50, 60 hours a week and they want to start to dial it back. And then they find that there's something they're really interested in, whether it's cooking or carpentry or whatever it might be, and they want to start sharing, uh, that knowledge out there, finding their niche. Maybe they're going to make YouTube videos and things like that. So what is it? Is it you know, so that's if it's for you and your business. Right. It's obviously getting set up on different marketing platforms because you are bringing people into your world. Um, so the question is really around, I guess, sort of setting it up, not literally on the systems, but I guess it's a frame of mind, you know, to how to, um, how to think about this is just a really different way to think about a entrepreneurial endeavor. Especially if someone's looking to sort of step back in their current environment and step into something else.

James Allen: Yeah. So there's been two major things that have helped me grow my income and work fewer hours. One of them is charging more for what I do. And I've helped many coaches double their prices. Jason just doubled his. Kalika was another one and she was charging way too little for the amount of value that she was bringing. Juice. Helping people get amazing results. So doubling your prices or just raising your prices is something that is, you know, if you, if you can offer ten grand, you want to make ten grand a month. Takes one person, that's it, to make 10 grand a month, uh, versus you trying to sell like a hundred dollar single sessions. You know what I mean? Charging more. Creating actual package is really, really helpful and there's so many ways you could do it. It could be a year long package, it could be a six month package. But it's not really about the time, it's about the outcome that you're helping people get. Um, the other thing is I've created systems in my business, but like, I think that a lot of people can hit six figures by like really finding a thing that they've done. If you're over, you know, 20 to 25 years old, you've probably done something substantial in your life, I would imagine. Like you've, you've uh, gone on a weight loss journey, you've been through breakups, um, you've gotten better at dating. You know, maybe later in your life you've gone through a divorce and like then found the love of your life. Like, there's just real problems that people deal with that you can really help and you can make a lot of money without even touching, like online marketing. Like, Jason made eight grand in two weeks by uh, just talking to people that he already worked with to see if they might be interested in learning futures training. So yeah, I think that's like a, just a really big thing. It's just getting clear on like, who can I help, what can I help them do? Thinking from the perspective of somebody who's very new to this space, or like getting into it, like that is the most foundational thing. And then working with them, like, I had a guy in my gym named Dan. He helps people, or, uh, he does like home loans, makes a ton of money. He's like, I'll do $20,000 deals with home loans, and I work around 30ish hours a week. But he's thought about getting into the space of coaching people and teaching online. And I told him like, well, what do you think that would look like? He's like, well, I have to create all these systems, all this tech, and have like all this, like a membership sites that are like low cost. And I was like, dude, you know how to do a $20,000 deal? What if you made a $20,000 coaching package? There was like six months, and then he's like, what? And I'm like, dude, listen, if you can teach me how to close $20,000 deals, because you know how to do it, I can make that money back really fast and then also have the skillset to do it over and over again. Because if Dan lost everything, he could get back to $20,000 deals no problem, because he knows how to do it. Uh, my grandpa always said that it's easy when you know how. And I think a lot of people just don't know how to do things, which is why you pay someone, because it's the fastest way to learn something. Yeah, you can read books, or I can just hire you and then you can help me. If I want to learn how to surf, I could go try and do it myself and probably drown. Or I can hire a surf teacher, uh, instructor, and they get me with the right board, the right equipment, all the right gear, show me the best spot to go, the right technique, encourage me, and then I probably catch some waves. Oh, I had to fork out a little bit of money, but I got a way better result, you know, And I think just understanding that, and you look like whoever's listening, you look back at this amazing business that you've built. You know, maybe it's like building custom homes. That's actually my cousin Jake. He, he's made millions of dollars building custom homes, and now he's coaching contractors on how to build successful million dollar businesses. Because he's done it and he likes working with those people. And people probably want to pick his brain all the time. So he's like, wait, I can monetize this. I'm getting him on my podcast. But that's kind of like the big takeaway that I wish people would just understand because, like, maybe you, maybe you want to retire and that's great. But I think you're going to get bored if you're just like, even if you have a ton of money. And what's cool about coaching and working with people on this stuff and helping them is that we always get paid twice. One, with the paycheck and two, when people get results. Like Jason, he's like, dude, I'm so grateful for you. He just kept saying it because I've changed his life, because he googled something on the Internet and found me. And I think that that's just like the coolest thing because that was a dream of mine from years ago to be able to have that experience. And now I get to do it on a regular basis. So it's really amazing. And I think there's people understanding, like, wow, I do have something. I know how to build a business. You monetize, like, anything. I've had people on my podcast like Lori. There, uh, was a woman who was teaching people how to knit socks on the Internet and she was supporting her entire family. She wasn't doing multiple six figures or anything, but she was doing well for herself. I'm like, knitting socks? Are you serious? And she shared her story on the podcast. So, yeah, I think that that's like just the biggest thing to understand. And then, you know, it's what my YouTube videos and everything else are about. So I hope that kind of answers your question.

Laurie Barkman: It does, it does, yeah. And you know, when I was growing up, I remember, um, one of my favorite, uh, artists was MC Escher. I don't know if you know that any of his, any of his drawings, but Escher drawings make you really think they're, they're confusing and interesting all at the same time. Like the stairs that go up and down at the same time. You know, pictures like that.

James Allen: I've seen this. Yep.

Laurie Barkman: And, and so that's what comes to mind for me as we're having this conversation is business owners, founders, entrepreneurs who are so into what they're doing right now, eventually you're going to need an off ramp to something else. Right. It's the life's transition. It's going to happen. And having a cold stop and a cold start is really difficult. So one of the things that I like to talk about with folks is that on ramp, off ramp. It's an MC Escher photo. You know, look it up, you'll see what I'm talking about. It's a famous staircase that goes up and down at the same time. And I think that's kind of where this conversation is, James, which I think is really, really interesting and creative because we really haven't had this type of thinking on the show yet. So I appreciate you bringing it to us. And as we kind of wind down here in our own off ramp of the show, um, I wanted to kind of go through a couple of fun rapid fire questions. Are you ready?

James Allen: Yeah, let's do it.

Laurie Barkman: Okay, let's do it.

Narrator: All right. All right.

Laurie Barkman: So some rapid fire. Okay, ready? One book that's helped shape how you think about business or freedom.

James Allen: Oh, man. One book. You, uh, squared by Price Pritchett?

Laurie Barkman: You squared. Okay. Best advice you've ever received as an entrepreneur.

James Allen: Don't do what you think the world needs. Do what makes you come alive. Because what the world needs are more people who've come alive. And that's just life in general.

Laurie Barkman: Very cool. Biggest mistake people make when trying to monetize their knowledge.

James Allen: Not putting themselves out there enough, uh, hiding behind canva, uh, graphics and creating online courses without ever doing the real research of actually talking with people and getting clear on, I helped this person get this result and then proving that there's actually demand with it. You got to get out there and be proactive.

Laurie Barkman: One tool. You can't run your business without Kajabi.

James Allen: It's everything. It's on there. It's everything I need. One tool does. Landing pages, automations, email marketing courses, community, everything.

Laurie Barkman: Everything.

Narrator: Great.

Laurie Barkman: And finally, what does succession mean to you? Personally?

James Allen: I kind of feel that it's it. I just think that life in general, you know, we get so lost in the weeds with trying to be successful, build this amazing business, make all this money, and it's like what really mattered at the end of the day, it's like, uh, Les Brown talks about it a lot, but like, if you're laying on your deathbed and you're just like kind of reflecting on your life, like, how do you feel? Yeah, you made a bunch of money. Awesome. But are you fulfilled? Really interesting conversation is, um, Tony Robbins and Alex Hermosi turned into a two hour coaching session. Really interesting because Alex is like this dude who makes so much money, so successful and driven. But Tony realized, like, dude, you don't have something that's like life giving to you. So it goes back to Howard Thurman of uh, which is that quote I mentioned earlier. Don't. Do you think the world needs. Do what makes you come alive? Because what the world needs are more people who've come alive. And that's with business. That's like anything that you do. I said, I'm only going to make money doing things that I enjoy, and that's what I've done. And I'm way happier. I make more money than I used to and I'm happier and I have more freedom in my life, you know, And I think that, you know, just making a list of experiences that you want to have in life, um, doing them, I think that's like, I don't know, that's what success to me is as a whole. Um, and I used to say succession. But I think that no matter what, it's like, how much are you really filling your cup and doing the things that actually give you life versus just kind of like checking off boxes and making money?

Laurie Barkman: That's beautiful. That's beautiful. James, thanks so much for joining me today. I really appreciate you being here and I loved our conversation. I know we're going to have more of it.

James Allen: Thanks.

Laurie Barkman: And so thanks to our listeners. Thank you for being with us today. If you learned something, you laughed, you found it interesting. Hey, why not hit that subscribe button or share this episode with a friend? You can find all of our podcast episodes@successionstories.com and and on our YouTube channel. Lori Barkman, Business Transition Sherpa uh, all right, thanks for being with us and we'll catch you next time on Succession Stories. Thanks for joining us on Succession Stories. Before we wrap, is your business truly ready? And are you? If you're not sure, that's exactly why I created the Succession readiness assessment based on the BILT method. In just a few minutes, you'll get a clear snapshot of where you stand and, and what might be holding you back. You'll find the link to the assessment in the show notes btsherpa.com succession.

Narrator: Grainger knows when you're a procurement manager for an office park, uh, you're not managing one building. You're managing all of them. And to stay ahead, you need to see through walls and around corners. Lights about to fail, filters ready to clog hvac on its last leg. If you wait until something breaks, you're already behind. Count on Granger for quality products, easy reordering and 24. 7 support. Call 1-800-granger click granger.com or just stop by Granger for the ones who get it done.

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