Give The Strategy Away For Free And Make The Execution Expensive

The strategy is free, the execution is expensive. So what that means. And this slide deck is a great example. I am giving the strategy. This is how it works. These are all the pieces. You want to build this, then you want to build that. That is the strategy. Then if any one of you were like, Cole, that all makes a ton of sense. I need help building that in my business. I go, well, no problem. The execution is expensive, though. And I find that a lot of times people have these flipped and they go, I'm going to charge for the strat. The strategy is the special sauce. And then I'm just going to undercut and be like, ah, you don't have to pay me very much to execute on it. And for each person here, your offer would be 10 times stronger if every time you talked to someone, you didn't say, this is the service I provide, you said, this is what you should be doing. You give them the strategy.