When someone says "so essentially" about business, run. The phrase signals oversimplified thinking that collapses complex work into binaries. Real growth requires constant iteration on offers, leads, and customer conversations, not flipping a switch.
The two words that I hate the most are "so essentially." That means that you're trying to summarize stuff. So I'll tell you, here's how you craft an offer. You also need lead gen and you need to talk to people. And then I just know that somebody is going to say, "So essentially offers and traffic." And I already know you fucked up because you're thinking in black and white and you're thinking in yes or no instead of a maybe. People think business is an on and off switch. They think that, oh, if I just uncover this thing, then everything will be fine. Fine. When in reality, that's not how it works at all. Business is not an on and off light switch. It's a gradual light switch. It's one that you keep turning. I don't want you to take everything I say at face value. I don't want you to look at what I'm doing and see like, this is the way. No, not so essentially. Think for yourself.
