This $0 Product Made Me Rich (And No One Talks About It)
Dean Graziosi presents a concise, motivational nine-step framework for designing, building, and launching a knowledge product (courses, coaching, masterminds, retreats, books). He emphasizes that personal knowledge — from career skills, life experiences, or passions — is valuable and transferable, outlines three delivery types (courses, coaching, masterminds/workshops), and a three-stage sales path (warm network → social media using the "three I's" → paid ads) as the route to first and scaled sales.
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Here's the nine steps to design, build and launch your first knowledge product. And what is the knowledge industry? That's people who create courses and coaching programs and workshops and masterminds and retreats. Heck, write books. Your knowledge is way more valuable than you believe. If you're already in this industry, you get it. If you're not, if you're uncertain about the career path you're on, if you're unfulfilled, if you're just dying to get to the path you are, you absolutely should consider the value of your life experience. Somebody is starting off where you once were. People are voting with their credit cards. This industry is now at a billion dollars a day. It wasn't cool when I started. It is cool now to have a coach or get a course or get a program that helps you go from where you are to where you want to be faster. So let's jump right over the whiteboard. I want to show you the nine steps that can really help you identify how to design, how to create and how to launch your knowledge business. Let's go over first and foremost, where is the knowledge going to come from? Right? So you have this asset, right? I have asked people so many times, if you go back and spend a week with your 20 year old self, how much would it be worth? People say millions. It's priceless, right? Well, your knowledge is that valuable. We just got to decide what part of that knowledge because you have a lot. So first is what will you share? I like to go through number one, will it be something you learned in your career or your current business? Somebody is starting off where you just where you once were, right? You are a chapter ahead or a whole book ahead of where somebody starting. So do you have a career skill that you know that could allow someone to go faster? Because people are paying for that, right? So number one, it could be a career skill. Number two is a life experience, right? Did you go vegan and you feel healthier? Did you go through trimester four and get depressed after your first child? But you found a way through yoga, meditation, understanding your body and how to feed your body and your soul and you powered through it. You got through menopause. So many things that are a life experience that you got through the mess, you're on the other side or you learned along the way. Someone else is starting on day one and they would really love to cut you a check to go faster. So would it be a career or business skill or maybe a life experience? And number three is a passion or a Hobby. Maybe there's something that you. But maybe you love to fly fish. You've been fly fishing for 27 years. There's people right now, starting day one that would love to learn how to fly fish, right? What other passions? Is it cooking sourdough bread from home? Is it meditation? Meditation has been your passion to find this balance in a crazy, chaotic world. If that's the case, then number three might be your piece. People pay to go faster. They don't want to. If you took 10 years, a year, five years to figure it out, they want to go quicker. So really quick, we're going to go through these fast. The first three steps is, which one of these would you choose? Don't overthink it, just pick one. Right now, is it number one, number two or number three? Been doing this forever. It's usually pretty equal. All right, next steps. That's the first triangle of three. Let's go to the next part is how are you going to deliver it? This is the part people kind of freak out, like, how would I get it in their hands? It's not that complicated. Let's just share. First is number one. Let's go to number one again is you could share a course. What's great about courses, they're cool, they're low price, they're easy to create. In today's world, the opportunity to build and launch, design and scale a course today compared to five years ago. Five years ago, months and months, studio, cameras, all that stuff and building websites and attaching 10 different programs. Now one place does it all at a fraction of the cost. You can be in business for pennies a day, right? So don't think about the how. Right now we're just thinking of the high level steps. Would you like to design a course? What's cool about a course? Like I said, it's low ticket. People courses are cool, but you could film it once and sell it over and over again. I have courses selling right now while I'm here hanging out with you. So maybe building a course and launching a course might be the great way for you. Number two is coaching. Now coaching might be up your alley if you love working with people. If you would like to do a monthly coaching call with multiple people. If you would like to work one on one with somebody and help them with their transformation, you're helping them become better at sales, helping them get through the emotions of a divorce. And you've been there, you have the opportunity to use AI and technology. ChatGPT is great. And if you're a part of our mastermind family. You got Gigi who thinks like Tony and I, which is AI that helps you design these. You don't have to design these on your own anymore. But the world has completely changed. That's why now is the time. It's why I'm sharing this with you guys. Ready for something else? This is it, right? But coaching can be really powerful. It's cathartic. A lot of times you're healing yourself while you're helping people go faster, right? So maybe that's. Maybe you love coaching. Or number three, our masterminds, right? Hence we own mastermind.com because the collective wisdom of people in a room changes the world. And to us, a mastermind could be many things. It could be a retreat where you get together and over three days you're going to find your purpose and your passion again. Or three days to learn how to cook in a different way. Cook Mediterranean, right? You could do a retreat. You could do an online group training once a month. You could do three three day events a year. There are so many ways to have collective wisdom come together, right? If you want to do a workshop that's more like you teaching for a day. A mastermind is more like the collective wisdom of the room is helping each people, everybody else get smarter. Right? If you're in, you do hair extensions like my wife does for a living. If you put 10 people on a zoom call that are all in hair extensions, each share their greatest breakthroughs, then everybody gets smarter. And people cut checks for that every day. So if we're going really quick, if you had to choose one today, before you overthink it, if you picked a, what was, you know, I had 1, 2 or 3 here. Business Skill or life experience or a passion. How would you love to deliver? Like to film a course, Love to coach? No, I'd love to put groups together. Make sense. We're 2/3 of the way there. Last one, right? 1, 2, 3. 1, 2, 3. I just have that there. So you could pick it, right? The last is where will your, where your sales come from. I promise you, whatever it is you choose, your first sale comes from number one, which is your warm network. When you fall in love with teaching, when you fall in love with helping people go faster and you're making money, do it. It's not hard to talk about. It's hard not to talk about it, right? Say you're going to help people cure anxiety through yoga because it's been something you've been doing, it's been Your passion, you absolutely love it. How hard would it be? Reach out to reach out to every single person you know and go, hey, you know how much I love yoga, but I'm not sure you're aware that now I'm helping people lower their anxiety through yoga and natural remedies. If you know anybody I could help, let me know. Is that hard to do? I promise your first handful of sales come through people you know and the people they know. Once you do that, then social media is the next evolution. Social media is more like an apple tree. You don't get a sale with your first post. An apple tree, you don't get an apple the day you plant it takes a little time to mature. Then you have apples forever. Start posting. If you were doing how to use yoga to kill stress, then just keep putting consistent, good information out about how yoga could help lower stress. And I like to use the three eyes approach. Number one post. Interesting stuff, right? This is interesting, especially if you're going after someone who has stress and anxiety. So post something interesting. Then once they interact with you and go, oh, good post. Oh, I like that. Then interact back with them, say, oh, I'm so glad you like it. Is there anything else I can do for you? When you interact, the third eye is invite them. I'd like to invite you to my free something or get this free download or I'd like to invite you to this podcast or I'd like to invite you to this webinar. I'd love to invite you to be one of my coaching clients. So you got the three I's in social that make all the difference. And then as this goes from first sale to next sales, the last evolution is ads. You take what you learn from these two and you start producing ads. Because you already have money coming in from the first two and you use that to scale the business up. Now I know this is high level, but I know how many people in today's world are dying to start their own thing. I also know how many things are out there is how to get rich overnight for doing nothing. That's not what this is. This is a billion dollar a day industry heading towards a trillion dollars a year. It's an industry that allows you to find purpose and passion to impact others. While you have the opportunity to have no glass ceiling, no limit to your growth. You just need to know how. That's why I wanted to share these nine steps to design, build and launch your first knowledge product.
