In this workshop‑style coaching session, David Molina guides a participant (Speaker B) through the process of creating three headline ideas and a clear brand message for a fitness business. The participant starts with a broad concept—"look, lift, move"—and a set of training pillars (strength, plyometrics, power). David pushes the participant to sharpen the messaging by creating contrastive positioning statements. Key contrasts explored are "lifter vs athlete" and "1‑dimensional (1D) lifting vs 3‑dimensional (3D) movement," framing the brand as a holistic, multi‑plane training system rather than a pure strength program. David emphasizes the need to write these ideas down, test them quickly, and iterate, offering concrete phrasing such as "We lift in 3D" and "Look, lift, move" as testable hooks. The exchange is conversational, with repeated reassurance, screen‑sharing, and a focus on turning vague thoughts into concise, differentiating brand statements that can be validated in the market.
Chapters
I'm Jacob Molina. I made $4 million off of my big idea, and you're about to see an example of how I'm helping other people develop theirs. This one's about an athlete, so fitness stuff related might be interesting to you. Enjoy.
Trying to brainstorm like 3 big ideas, um, just to get my message a little bit like more clear. Um, and so I wanted to bounce some like off of you or what you thought. No, let's see. So obviously my whole thing is like, look, lift, move like an athlete. So like my 3 kind of training, I guess, pillars, it's like strength, plyometrics, and like power training. Um, and so when I was looking at creating like 3 big ideas, the only thing I could come up with, it was more of just like the contrast. Um, I couldn't really like name things. But it's not just a strength athlete, but an athlete. We don't just lift, we look, lift, move. And we don't live to train, we train to live. Um, cause like the whole thing is like, we're not just training for strength anymore. We're kind of taking a more like holistic approach, I guess you could say. Um, do you like any of those? Like, as far as—
do you have them somewhere written that I can see them?
Oh yeah, but like not in like a very organized manner.
It's okay, that's how ideas come up.
Can I just share my screen maybe, or do you want me to just share this doc with you?
Yeah, show the screen, it might be easier to share the screen.
Okay, uh, like it's a copy of your copy and I just wrote my ideas under your ideas. Can you see?
I can see.
Okay, sorry in advance, uh, I'm not the most like organized person. Okay, so here's where it's like contrary and ideas, and so this is just like as I was going through the workshop I was just jotting down everything that was coming to mind and then I tried to put them into like, you know how yours you made a little— you wrote them down and posted them. Um, another thing I was trying to think of is like absolute strength, but like trying to spin on like functional strength where it's like— I don't know.
It's okay, it's okay.
Okay.
I, um, so a lot of these big ideas are about creating contrast so they look, they look differently. Can you, can you go where it says not just a strength athlete? Yeah, there you go. So I like you comparing athlete to something else, and strength athlete might not be the, um, what you're looking for here.
My—
what about lifter? There's a difference between a lifter and an athlete.
Yeah, okay.
We don't just lift, we look, lift, move. There's a— my, actually, my life coach might, might help me, might help with this, because he said most people do— there's like planes of rotation when it comes to, or of doing effort when it comes to lifting. I think there's like, there's sagittal, there's one that's like differently, and then there's one that's to the side, something like that. You've heard about this? Yeah, you know more about this than I do. But, um, so like most lifters lift in one dimension, 1D.
Yeah.
Look, lift, move people lift in 3D. So that's more interesting, right?
That's way more interesting. Yeah, this— okay, um, so that would be like this one.
Yeah, so you lift in 1D versus we lift in 3D. Okay, we move in 3D. That's better.
Okay, I like that.
Um, and that's just, that's just two for you to test because these ideas, I feel like when you, when you have a lot to test at a while, uh, you don't— we don't nurture them enough. And yeah, uh, so like try these two and we can, we can take it from there. But I like the 1D versus 3D and I like the lifter versus the athlete.
Okay, I like that too. Uh, okay, I think that was like all I wanted. Whenever— my last question would be like, when you say like test it, um, I know that you've gone over this and like how you test it. What would be your first suggestion on how I test it?
