[ a pilot program with Jay Acunzo and Andrew Davis ]
Build Your Ownable Idea
your idea could change the world, if only you could find the words that resonate
In this hands-on program, complete small, real tasks to find, name, and prove the idea driving your platform.
✖️ You don’t need a new website.
✖️ You don’t need a bigger following.
✖️ You don’t need to perfect your talk (yet).
✅ You need an idea worth owning.
[COLOR STRIP: Starts November 11 · 30 seats · $699 ]
Early bird seats now available. $699 → $599 for a limited time.
[ SHORT WELCOME VIDEO ft. Drew & Jay ]
SCRIPT:
The feeling (Jay, 15 seconds)
Aren’t you sick of it? I’M sick of it. the circling, the mountain material, constantly playing with website copy… or rewriting session descriptions for the talk… or relaunching the website… or thinking, if I only had more followers… or a speaker bureau… or a book agent… or or or… It’s like you’re suffocating. You KNOW your idea can have a major impact, but you can’t quite NAME it and dont yet OWN IT.
The market view (Drew, about 20 seconds). What he sees from the stage and from event planners: they book the idea, not the polish. This is his credibility moment and the bridge for his audience.
How it works (Jay, about 20 seconds). Small real tasks, progress you can see, and live time with both of you that's earned by doing the work.
Why a pilot (both, about 15 seconds). First cohort, 30 people, and you'll be on every call because you're learning too.
The invitation (Drew or both, about 10 seconds). The start date and a clear next step.
the Excess of the expert.
The curse of the creative.
The Spiral of the speaker.
It’s that maddening moment when you try to make your mountain of material make sense. Someone asks what you’re known for, what you speak about, how you can help — and you hear yourself giving the long answer. Again.
It's not that you lack material. Just the opposite: you have a notes app full of fragments, a folder called "big ideas," frameworks and concepts galore on your machine, maybe even an entire manifesto in a doc. Somewhere. Maybe. It’s hard to find, and it's even harder to say in ways that are memorable and original.
[What you know] matters.
but what you say and how you say it determine if they care.
You know more than enough. That's never been the problem.
But when it’s time to give them your one-line pitch, or they ask what makes you different, you reach for something clear and come back holding a little of everything. So you keep circling. Tinkering. Rewording. Searching. You stack more ideas and expertise onto the pile, and you’re stuck under it. It can feel hard to breathe.
You don't need more to say. You need the ownable idea underneath it all.
[PROOF: 1–2 short TESTIMONIALS HERE]
Everything you make runs on one idea.
Your talk, your posts, your pitch, your book, your offers: they're all downstream of the idea at the center of your work.
When that idea is sharp, everything else gets easier. Your content has a point of view. Your pitch fits in a sentence. The right people start to recognize you, and then repeat your ideas to others. You can stop chasing attention and become the one others seek. They talk about you when you aren’t in the room.
But when your idea isn't sharp, you end up polishing things that were never going to matter as much: website copy and design, a better speaker reel, one more framework on the pile, one more video in the feed.
Start With a Problem, Not your Expertise
Most experts build their platform around one question: "What do I know that I could teach?"
It feels like the natural place to start. It's also why so many ideas, posts, and talks sound the same. Start with what you know, and you end up with interchangeable how-to lessons:
Here are the 10 things I know.
Here are the 7 steps you should follow.
Here are the 4 tactics that work (maybe shared as an acronym: NOPE)
Practical? Sure. Distinctive? Hardly. Your expertise matters, but plenty of people can match it.
What they can't match is how you see the problem.
The best ideas start there. Maybe you've noticed something that doesn't make sense. Maybe the conventional wisdom in your field frustrates you. Maybe you see something everyone else has overlooked, you have a hunch you want to test, or there's a question you simply can't stop thinking about.
That's where we start. Not with "What can I teach?" but "What problem do I believe needs to be solved differently?" and then: "What questions about that problem are worth investigating?"
That’s how you build an idea worth owning.
So how close are you to yours?
COLORED CARD:
Finish this sentence:
I talk about [ ].
Unlike others who talk about [ ], only I show audiences [ ].
[Below the card]
Stuck on that last blank? Most people are. The first two blanks are about what you know. The third is about what only you see, which you’re here to show others, and that's the hardest part to share quickly, sometimes share at all.
It's also exactly where we’re going in our program together.