Giving Business Advice From First Class: Here's What I Told John

Name: Giving Business Advice From First Class: Here's What I Told John
Uploaded: 2025-02-28T17:00:51+00:00
Duration: 1 min 35 s
Channel: Nate Kennedy
Description: Nate recounts a conversation with John, a senior marketing-agency executive, during a first-class flight. He explains his shift from running an agency to…

28 Feb 2025 · 2 min

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1:35

Nate recounts a conversation with John, a senior marketing-agency executive, during a first-class flight. He explains his shift from running an agency to becoming an audience owner (a media company), arguing that an owned audience is the fundamental business asset that frees time and increases sustainable income.

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From agency owner to audience owner. And the secret that I shared with John. So, as on my way to California, I was sitting in my first class seat. So a coach of mine once challenged me to always fly first class. Said it would change my perspective. And honestly, it really has. So as I pulled out my laptop to write an email for one of my newsletters, the guy next to me leaned over and said, hey, what do you do, right? Turns out, John wasn't just any guy. He was a kind of big deal at a large marketing agency. So we got to talking, and soon it enough he hit me with a problem so many agency owners have. I'm working ridiculous hours, Nate. My agency's making money, but it's not the kind of money that my bot that buys back my time. So I nodded, because, trust me, I'd been there, right? And that's when I dropped this little knowledge nugget on him. I stopped chasing client work and started building audiences. And here's what I told him. The value of a business isn't just the service you provide. It's the audience that you own. So when you own the audience, people will line up to pay for access to it, just like they do on Google, Facebook, and every other major ad platform that's out there, right? So on that flight, I broke down my process for John. I showed him how I transitioned from agency owner to media company and audience owner. And the best part, he started implementing it. And now he owns a valuable asset as well. So here's a fact of marketing that I would love for you to understand. The audience is the asset, and the sooner you own it, the sooner you control your time and your income.