287 Why Scaling Might Be What Kills Your Course Business

Send us Fan MailJessica Lackey has a Harvard MBA, worked at McKinsey, and spent years inside Nike watching the company chase scale until it broke. Now she runs a multi-six-figure business on a list of 2,000 people, more than one in ten of whom buys from her every year. And she built it that way on purpose.Dominik sat down with Jessica to find out how that actually works. What came out of it was one of the more honest conversations we've had on this show about what the online course industry gets wrong and what it costs people who follow the standard playbook without questioning it.Jessica talks about how she spent four years doing free monthly workshops without selling anything, how she personally emails everyone on her waitlist before a launch, and why she keeps her prices low on purpose so she never has to sell hard. She also gets into the moment she realized that most marketing advice isn't bad, it's just built for a different kind of business than the one most people are actually running.There's a section about the pull she still feels toward bigger numbers and higher prices, and why she chooses not to go there even when she could. That part stuck with me. It's rare for someone to admit that so clearly.She also shares two sharp pieces of advice: one for people who haven't launched yet, and one for people who've plateaued after two years. Both are worth hearing.Check out Jessica's work:🌐 https://www.deeperfoundations.com/📸 https://www.linkedin.com/in/jessica-lackey/