I launched LeadCraft in May 2016, so I could help entrepreneurs with their lead generation online. We succeeded, helping hundreds of business owners improve their marketing funnels and turn their customers into raving fans.
This was my 4th 7-figure business, and for over a year I figured it would be "the" business.
Yet over the summer of 2017, something didn't feel right. I wasn't sure what, and I found the whole experience frustrating because in the early parts of 2017 I made more money than I ever had before.
But I didn't enjoy it. I used to wake up each morning excited. Not anymore.
I had all this money and authority, but I realized it left me with less freedom.
Worst of all, I didn't feel like I was making the impact I could (for me, or for those I serve).
So in September, I flew to Utah for a mastermind.
I felt low. real low.
And on the place, I said to myself, "This is it. I'm done."
I knew I had three options:
- Stay miserable
- Kill my business (and just let it all go)
- Reinvent a scenario that I believed in
I felt lost, but after five days in those Utah mountains (having deep conversations with people like Jesse Elder, Zach Obront and Chris Stoikos) I decided to choose option #3.
I remember someone asking me.
"What are you going to do".
As if my brain shut-off and my soul turned on, I wrote a text message of my plan.
My 3-year plan.
The next day, I called my COO and told him what we were going to do.
That's when I killed-off LeadCraft. It took less than five days. Five days to blow up a multi-million dollar business that I 'thought' was "the" business. It should have been hard, but it was the easiest decision I've ever made because we weren't serving our audience like we could.
Take LeadCraft's flagship product, for instance, a $997 do-it-yourself course. We put our blood, sweat and tears into this product, and we knew it was great (the best our industry had to offer). Yet over the months, I watched hundreds of entrepreneurs buy the course, only to never log in.
I shouldn't have cared.
We were making more money than ever.
But I did care. I knew we could do more to serve our audience.
And that knowledge was eating away at me.
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