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Growth Models

I've spent ~10 years helping digital brands grow. I share what I know and what I'm experimenting with in this newsletter.

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The 3 things you need to create a cashflowing Custom GPT

Most people overcomplicate it. They think building a Custom GPT means messing around with APIs, coding, or some mad tech stack. But in reality? There are only three things you need to create a GPT that prints cash and saves you hours and can even be sold to bring in buyers. Those are.. A template or asset you already use (e.g. an ad, script, plan, framework) A process for how you normally use it A ChatGPT Plus account ($20/month) That’s it. If you’ve already got those first two (and most...

Most people don’t need another template. They need a shortcut. Not another PDF with 12 steps they won’t follow. A tool that does the job for them. That’s what AI agents are. They’re not content. They’re interactive assets. They replace the downloads, checklists, and PDFs that used to sit at the front of your funnel... and they actually get used. Here’s what I mean: → Instead of a “Perfect Cold Email Template”... …create an AI agent that asks 5 questions and writes the email for them (I've...

Just did a count this morning… In the last 18 months, I’ve built 44 Custom GPTs. Custom bots that handle entire jobs for me... faster, easier, and more profitably. Here are 3 I use all the time: Customer Research GPTFeed it reviews from your competitors. It pulls pain points, benefits, and tells you how to stand out. Ad Copy GPTAnswer 5 questions. Get ads in my proven formats. (My current ads get a 4% CTR, which is better than 90% of advertisers.) Sales Sequence GPTInput your offer. It writes...

Most of the people I speak to aren’t stuck because they don’t have ideas. They’re stuck because they think everything they do has to be perfect. And when it comes to their $1 product, they massively overthink things. They think this needs to be some full-blown offer with all the bells and whistles attached. That it has to be professionally designed, expertly written, and edited by a veteran. All of that is BS that holds you back. I know a guy who’s getting between 30 and 50 buyers every...

Most folk are running their front ends like they’re Sauron. One offer to rule them all. One offer to find them…One offer to bring them all…And in your back-end sell them. Don’t work like that no more. Here’s how it breaks down. Let’s imagine you’ve got your primary, back-end offer of $5,000. And you’re doing the whole “I have one front-end offer” thing. And the goal is to get this offer to a million. That’s a lot of pressure on that one model to perform. And if there’s any issues with… The...

There’s a saying I heard a few years back about entrepreneurship and success that’s always stuck with me. The person likened entrepreneurship with playing darts at a carnival. Hit the bullseye, win a big prize type of thing. Rich kids can afford to keep on trying until they hit the bullseye and walk away with the gigantic plushie. Middle-class kids get a one dart. Most miss, some get a small prize, 1 in 100 hits it big and the belief of “anyone can do this” lives on. Poor kids aren’t playing...

Ever heard of Harrods? It’s a big, luxury department store in London. Not my taste, but it’s always mad busy and they make a tonne of money by selling all that massively overpriced designer gear. Anyway, Harrods has 10 entrances. That’s 10 different places people can enter their store and see what they’ve got to offer. Imagine if Harrods only had one entrance. And imagine that door gets… … jammed… flooded… staffed by the wrong person Traffic stops. Sales dry up. And all the other departments...

Ever been on social and seen a post from that competitor who, if we’re being completely honest, ain’t all that? Their service isn’t better than yours.They don’t have the proof you’ve got.They’ve not delivered the results you have.They’re just... not as good. But… They’re earning 10X what you are? Frustrating as F ain’t it. I’ve lost count of the number of people I’ve worked with who, when asked what success would look like to them, they simply throw out the name of a competitor. “[Insert...

The common advice is... One avatar.One offer.One channel. Solid advice. But a lot of people are taking it too literally, and starving themselves of sales. That advice is for your main thing, your high-ticket offer. The product or service where the bulk of your profit is made. Stuff like: Your agency service 1:1 coaching Your flagship program For that? Simplicity wins. One avatar. One offer. One funnel. But it doesn’t carry over to your front-end offers. Because here’s the reality in 2025: Ad...

Every week in GM+ I throw up a thread where I'll do a video review of someone's problem. Could be around... Product/offer Pricing System Ads Sales material ... or anything else they're worried over. I'll do a quick loom with some potential fixes. I've got a bit of free time over th enext day or two and thought I'd open the floor to anyone who wants one. Hit reply to this video with the below response filled out and I'll do you a Loom. Here’s a link to the asset_________. My business helps...