The Start-up Trap

You are currently viewing The Start-up Trap

This morning I received another load of emails promoting online courses and training. They usually start like this:

From the constant feedback and survey responses I get, it’s clear that most entrepreneurs are craving to create their own online course.
And to that I say…
Why think so small?
In 2011, I launched my first online course (about YouTube) for just $97. And although my business partner and I generated +$400,000 in sales in our first 30 days, I didn’t stop there….

I am sure lots of you have seen those before, and they all follow the same line. Many of you probably bought into some of those over the years to find out that it didn’t work out the way you thought it would.

I often wondered why so many people get caught into it, and the only thing I can boil it down to is money. They all have one thing in common: Money. It’s about money. It’s about making seven figures in one year while working 4 hours a day. Who doesn’t like that?

Why are they selling all their secrets instead of using it to make even more money? Is that not counter-productive?

What is the value you think they sell to you? The dream of money. The course itself is secondary as long as you believe this will help you to make money.

But before you have the chance to make any money, you’ll have to pay first. Then they will give you something you have to use to make money.

If it doesn’t work for you, they are sorry but don’t worry, there is another course that could help you. And so it goes.

Does this remind you of something?

I am not saying that some of the courses aren’t good, but don’t forget you’re the one who has to do it. It’s on you, only you, to make it work.

What I found over the years is that there is no magic formula to become successful that will work for everyone or even a single person.

In my experience, the people who buy these courses are desperate. They have tried for a long time already, and it just doesn’t work. They are like gold-diggers, looking for that big rock underneath the earth and hope that the next course will show them where to find it.

Some even find some smaller rocks just to spent them again on the next course in search of the bigger one.

Whole industries have developed around these things. Not only related to money, but to love, happiness, relationships, leadership and everything else you can think of.

We seem to love dissecting everything, package and promote it and sell it to the highest bidder. We tend to complicate things, missing the bigger picture.

Is money the only thing that drives you? Or is it all the things you could buy with money?

We all need money, but often we seem to forget that money is not just given to you. It is the side-effect of and a form of measurement for providing real value to others. If you would take the money out of the equation, would you still want to do it?

I want to challenge you to ask the questions “WHY” and “WHAT”.

WHY is your purpose, driving-force and motivation, and WHAT is your skill and talent and how you decide to get there.

I believe success in any area is something you must define for yourself.

Any start-up needs to be clear about their Why and What. It creates purpose and direction and allows us to measure against it.

It is your path that will work for you. Once you’re clear about your purpose, pick the things that will help you to get there.

It will help you decide which course to buy and how to use it successfully much more natural and more evident.
If you are clear about your WHY and WHAT, you will know what to do.

Don’t let the promise of money influence your decision, but the drive to reach your purpose via the way you decided on.

John Di Stefano

An entrepreneur at heart and founder of the Entrepreneur Academy in Brussels, Belgium, this site is run by John di Stefano, teaching and supporting entrepreneurs to learn the skills every entrepreneur needs to create a better life for themselves and the people around them.

Leave a Reply