Hey Iza,

Last week, I was doing something I don't do often enough, going back through our products and launches that didn't quite work…

And trying to understand why.

Not the ones that flopped spectacularly (those lessons are hard to forget). The ones that were good, maybe even great, but never quite landed the way they should have.

Around the same time, I sent you that survey asking where you're at with AI and what you actually need right now.

And a majority of you said the same thing: make money with AI.

Automations came second.

It was precise and clear.

So I started working on something.

I wouldn't say new, but something that consolidates everything we've built over the past three years into what I genuinely believe will be the most compelling offer we've ever put together. More on that very soon.

And as I was writing the copy for it, I sent a draft over to my copywriter. She came back with a question that stopped me:

'What's the one thing here?'

She gave examples: get paid to dog walk, how to sell books on Amazon. That kind of clarity.

I've been doing marketing and positioning for practically my entire adult life. But that very simple question stayed with me because I realised I didn't have a clean answer...

When AI exploded, I did what most of us did. I went wide and broad. New tools, new products, new formats. And a lot of it was great.

But 'wide and broad’ has a cost: the core message gets diluted…

And when I look back at every period in my life where I truly thrived, it was always because I had picked one thing and stayed with it.

For five years, my one thing was building an online language school in small European markets. I remember people saying,

'You're charging 15 euros a month for a membership – where are you going to get with that?'

I didn't have anything else in the works, so I just kept doing it.

Full focus on one thing.

That business has now generated over $1,500,000 in markets that aren't historically profitable. And that’s because I didn't split my attention…

So right now, I'm sitting with that question and defining the one thing for this business, for this community, for you.

And I'd love to ask you the same: what is your one thing right now?

It could be a product you're building, a skill you're developing, or even a decision you've been putting off.

Hit reply and tell me. I'm reading every response.

Best,

Darius

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