They say, “The best time to start a business was yesterday.”
That’s nonsense.
Since 2020, Canada’s economy has seen 20% inflation. Every dollar feels lighter than it used to.
And while experts love to romanticize “just getting started,” I think this is one of the worst times in recent memory to launch without a plan.
Your dollar doesn’t stretch like it used to. The first year of any business is pure hell. And without a safety net, you’re gambling with your future.
I learned that the hard way last year.
I started my business because I had no other choice… Due to personal reasons, I had to take a break from the corporate adventure.
And it nearly broke me.
Bills stacked up, and the anxiety was constant and heavy. I couldn't go a day without worrying so much that I couldn't eat.
But when your pride is low, your brain turns into a sponge. Your brain decides to keep an open mind to dig itself out of the situation.
So, here's what I learned:
If you want to survive in this economy, you can’t just “work harder.”
You need certainty. Certainty that people will actually buy before you build a thing. And there’s only one reliable way I’ve found to get it:
Let your buyers rant at you. Record their frustrations and translate those frustrations into offers they already asked for.
The real magic isn’t in surveys or “market research” templates. It’s in the exact phrases people use when they’re stuck, frustrated, or out of options.
Before I created my Talk So They Buy program, here's what people said to me:
- "Have I created a course before? Yup, I actually attempted one. It didn’t go as planned. Turns out, just knowing the topic isn’t enough; you really have to understand what people want."
- "I kinda feel like I've been told all these things to work on but still feeling kinda directionless and not sure what's priority."
- "Being able to communicate the true value of coaching to engage more clients [is my biggest problem]."
When you hear these kinds of phrases, you don’t need to “convince” them. The person is already aware of their problem.
Your job is just to reflect those words back and show them how you’ll get them from that moment to the outcome they want.