Back when Fatboy Slim was Norman Cook he played in a band called The Housemartins.

It was the late 80s (you might remember them for Happy Hour or Caravan of Love... but if you're under 35... probably not)

And their sound was indie pop-rock.

But he also DJ’d at some of Brighton’s biggest underground clubs.

After time in the charts, and on the road playing live gigs, one thing became apparent to him:

People weren’t arsed about seeing him in a band.

When he turned up by himself - with just his decks and a crate of vinyl… 10x the people showed up to rave with him.

He PACKED Brighton Beach in the early 2000s with one of the most iconic parties of all time.

The lesson:

Pay attention to what the market is TELLING YOU it wants... even if that’s not the way you intended to solve their problem.

When people book consulting calls with me to work on their offers...

...That's all I do.

I look for patterns with what their market is asking them to do.

When Luke took my advice & stepped away from leveraged bullshit that he hated delivering…

And took small, tight knit groups of guys on absolutely mental ultra events with endurance running paired with hunting, outdoor cooking and survival skills…

His business became easier than ever to sell.

You might think that sounds clean off it. But he isn’t just enjoying his business more…

He isn’t just finding it stupidly easy to stand out in his market…

He’s booked out a year in advance and his last cohort are getting tattoos to commemorate their experience with him.

There’s lots of ways to build a business you love.

Here's the process I take them through:

What would you love to do for someone, what experience would you love to give them, even if you weren't going to be paid?
How can you package up this up in such a way that it's FASTEST to market? (Not the best version it can possibly be)
What's the clearest promise you can make about that? Make it simple to understand - like, 1 line long.
Can you ship it and get some social proof from people you trust?
How can you iterate & improve on it for v2?

Too many offers go cold while you add bonuses and stack extras and fanny about.

Get it made, get it shipped, and improve as you go.

You can't solve the problem you're expecting to get.

You've got to test stuff, let it break and then fix the actual problem.

Steal Fatboy Slim's #1 Lesson From Becoming A Superstar DJ In 2001

Back when Fatboy Slim was Norman Cook he played in a band called The Housemartins.It was the late 80

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