We spent a lot of time putting together this behind-the-scenes case study that shares all the details about The Focus Course launch. (Which, as a matter of fact, was exactly one year ago. Waddayaknow?)

Over the years, as I’ve been working to build this small corner of the internet into a thriving business, I have gleaned so much from others who have been transparent with their numbers and processes.

Thus, my hope in sharing all these numbers is that I can be of help to those of you who are also trying to build an audience-based business — one that values showing up every day, doing your best creative work, and genuinely caring for your audience.

Six Figures in Seven Days

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When your creative work is your life’s work, nothing is more important than having a beautiful portfolio website. With Portfolio – which comes free with any Adobe Creative Cloud plan – you can quickly and simply build a website to showcase your creative work, so you can get back to doing what you do best.

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Watch your changes as you make them, using the simple editing remote. Anything you can see, you can customize.

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My thanks to Adobe for sponsoring the site this week! Sponsorship by The Syndicate.

Build a Website to Showcase your Creative Work (Sponsor)

On Community

Once you’ve committed to do your best creative work, you may find that it can get lonely.

Sometimes it’s lonely by default…

You’re in “monk mode”. You’re disappearing to your cave for hours at a time to get some serious work done.

Or it’s lonely because the project is top of mind — it’s all you’re thinking about. Except it’s still the early stages of the project, and so you’re not yet clear enough on things to have any sort of coherent conversation about it. Your words just come out as fragmented ramblings while your conversation partner stares back blankly, trying desperately to follow along.

Showing up every day is hard enough work by itself. And because of how natural it can be to do the work in isolation, community becomes all the more valuable.

Last summer, a few weeks after I launched The Focus Course, my wife and I hosted a backyard BBQ party to celebrate.

I had just spent the better part of my past year working on it, and the vast majority of that time I spent alone. But it’s not a project I could have done completely alone.

There were so many people who were involved, those who helped with the project itself and those friends who encouraged me along the way.

So we invited anyone and everyone who had been involved at all with the building of the course. We served BBQ, played games, and told them thank you.

Building something can often be isolating and lonely. Especially for the independent creative entrepreneur.

You put in hours and hours and hours of work while sitting alone in your cave. Don’t let that work stay isolated.

Don’t let yourself experience your failures and successes alone.

Share them with others, invite your friends and family into what you’re doing. They need you just as much as you need them.

On Community

What Do You Want to Know About The Focus Course Launch?

This coming Thursday, June 23, it will be exactly one-year since The Focus Course launched.

For those of you who have built and launched something, you know first hand just how much work goes in to it. Especially if you’re a perfectionist and need everything to be just right.

So yeah, building and launching the course was a massive amount of work. And what made things even harder is that, at virtually every step of the way, I had no idea what I was doing.

So many things about The Focus Course were new for me; I was hesitant and unsure about so many aspects. I wrestled with every decision about how to validate, market, price, build, and launch the course…

For each step, I was desperate for any help I could find.

Some of the places I found the most help were from friends and peers who had gone before me and shared the details of their experiences — including actual numbers.

I would like to pay that forward by doing an in-depth case study, sharing all that has happened behind-the-scenes with launching and building The Focus Course over the past year.

I’m going to share everything about the course launch

Over the next few weeks I’ll be posting a series of articles detailing all the stories, strategies, and takeaways I’ve learned during this past year.

  • How much revenue the course made during its launch week, and how much it has made in the year since.
  • Why I gutted my 17,000-word book and made an online course instead.
  • My workflow and tools used for building the course.
  • How I ran the pilot test group.
  • My entire marketing and launch sequence.
  • How I iterated on the course after launch.
  • Why I offer a 60-day money-back guarantee.
  • My approach to joint-venture launches and partnerships in a way that adds value to past and new members alike.
  • How and why I re-invested money back into the course after it launched.
  • All the software and services we now use to keep the course running day-to-day.
  • What I would do the same and what I would do differently.

Like I said, I’m going to share everything.

I hope my experiences and the lessons I’ve learned can be of help to you.

(I’m also posting this information here for my future self. I have an all-new course in the works for this fall, and I plan to build and launch it very similarly to how I did The Focus Course last year.)

What questions do you have?

So, before we get started, I wanted to open up the floor for any questions from you guys.

Do you have a product you’re working on or that you’re already selling? Are you trying to build an audience? Just curious about something in particular?

If there is anything you would like to know about the launch of The Focus Course, just ask.

You can ping me on Twitter or send me an email with your questions.

I’ll try to answer as many of your questions as I can in the upcoming articles.

What Do You Want to Know About The Focus Course Launch?

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My thanks to Pyze for sponsoring the site this week. Sponsorship by The Syndicate.

Automate Your App’s Growth For Free (Sponsor)

This interview with MetaFilter founder, Matt Haughey, has made the rounds. It’s an excellent read, a difficult story, and is filled with a ton of business lessons.

My two biggest takeaways from it were regarding (a) the importance of income diversification and (b) the importance of an business operations savings fund that holds at least 6 months of operating expenses.

While these two principles have always been a part of how I run my business, reading Matt’s story about MetaFilter reminded me not to get lazy about them at all.

I also was thinking about how the fine line it is between running a bootstrapped business that has plenty of savings in the bank but that also doesn’t operate with a scarcity mindset, and becoming fearful or anxious about cashflow.

The key there, I believe, is having the long-game in mind. It’s not wise to hoard all your cash, but neither is it wise to spend too quickly. Once you have that healthy amount in savings, then stop saving and start investing more aggressively.

Related reading and wisdom:

Life Lessons From a Lifestyle Business

Defining Work / Life Balance

As you may know, there are nearly 600 folks — including yours truly — who are going through The Focus Course right now.

We’re a few days in, and our Focus Course assignment for today entailed listing out my life values.

Two of the values I listed may not really count as “values”. But oh well, I listed them anyway. One value was Business Savvy and another was Work / Life Balance.

Then, for each value I listed, I also had to write a description of how I express that value in my life.

Now, the tricky part here is that the descriptions have to be written as if I already live it out exactly as I would want to. Which, to be honest, is a challenge. Because, at least for me, I see my faults all too well.

Nevertheless, I wrote my descriptions for what what the value of Business Savvy looks like and what the value of Work / Life Balance looks like for me.

And as I was writing my description out, it dawned on me that so often we pit work and life against one another. As if work is bad and life is good. And that is a completely wrong mindset.

That said, I wanted to share with you how I defined Work / Life Balance for my own life.

Work / Life Balance

I have a strong drive to do my best creative work and to build a business that matters. I also have a deep love for my family and friends and living a healthy and full life.

These two things are not mutually exclusive. And so I don’t feel guilty about the time I spend working, and neither do I feel anxiety when taking time off of work.

My work responsibilities and goals are very important, but I don’t let them dominate my entire day as they are wont to do. I refuse to look back on my career and feel regret about spending too much time working and not enough time with my friends and family. But I also refuse to shy away from doing my best work every single day.

I understand the time I spend away from the work is just as important as the time I spend doing the work.

And so I refuse to live a life that’s driven by an addiction to the urgent. I know what healthy boundaries are, and I know that there will always be “one more thing” to do when it comes to my work. With that in mind, I don’t let the “seemingly urgent” tasks of my work dictate my schedule.

Defining Work / Life Balance

Notebooks, Business Models, and Solutions

We meet again for another Fantastic Friday.

Under normal circumstances, right now I’d be packing for WWDC. I’ve been to the conference in 2011, 2012, 2013, 2014, and 2015.

Alas, this year, I won’t be attending. The main reason being that I have two trips already scheduled for this fall, and felt that was enough travel for the year.

(Side note, come join me for seanwes conference and hear me speak.)

Secondly, we’ve just kicked off Focus Camp, and I wanted to be available to devote my full energy to that.

So, I’ll be watching the WWDC keynote from my basement instead of a hotel room at Parc 55. And I’ll be making my coffee at home instead of standing in line at Blue Bottle. Those of you headed out, don’t have too much fun without me!

— Shawn

And here are some of this week’s best links and items of note.

  • The Baron Fig Vanguard: These new notebooks from my favorite notebook maker are stellar. For me, the vanguard is not a full-on replacement for the Confidant, but I’m putting them to work as a single-purpose notebook. Using a Charcoal, Flagship, Dot Grid Vanguard (whew!) as my dedicated notebook while I work through the courses in Digital Commerce Academy.

  • Ugmonk 2.0: My friend, Jeff Sheldon, makes the coolest t-shirts and mouse pads you’ve ever seen. And he just launched a massive update to his brand and website. I also highly recommend you subscribe to the Ugmonk Journal. Jeff is a guy who walks the walk, and he’s going to be sharing a lot of the behind-the-scenes info of how he runs his business.

  • You Need a Business Model: Fantastic article from Jessica Abel. To make a living doing your creative work you need (a) skill at your creative endeavor, (b) systems for making constant progress, and (c) a business model so you can actually make a few bucks. What’s awesome is that all three of these things can be learned.

  • Quote of the week: “Success is not delivering a feature; success is learning how to solve the customer’s problem.” — Mark Cook, as quoted in The Lean Startup.

In a world where we value shipping early and shipping often, we can often loose sight of the purpose of shipping. If you’re trying to build a business, grow an audience, and provide value to others, then what you ship should serve that goal.

And I believe this sits in harmony with the idea of “scratching your own itch”. Because if what you’re shipping is a solution to a problem you face, then chances are very likely it’s a problem other people face as well.

That’s a pretty wonderful place to be in. Where you’re simultaneously solving your audience’s problems and also building products you love and are proud of.

If you’ve ever received an email from me where I asked you about your biggest challenge, now you know why. My aim is to get an understanding of what obstacles you’re facing and what tools I have in my tool belt that I can share with you to help you overcome those obstacles.

Notebooks, Business Models, and Solutions