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BEFORE: “I help people find their dream home.”

AFTER: “I study your Pinterest board, lock in your exact design standards—within your budget—and I go find that house.”

If you were a design fiend, which one would you trust with your future home?

Taste always tells the truth.

– Before sounds like everyone.

– After sounds like someone who knows what they’re doing.

If you care about design and details you can hear the difference instantly.

This is what taste sounds like in business.

But you can’t get to this taste level until you strip away everything generic in your business.

XXXO

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You know what I see all the time?

People keep things in their business that should’ve been cut months ago.

And it’s never the big stuff. It’s always the tiny offenders.

Like a tagline they wrote three years ago that no longer sounds like them.

Or a description on their sales page that’s so generic it might as well be an AI fortune cookie.

Or a line in their bio that made sense before, but now it just… sits there taking up space.

Most people don’t notice these things, but I do.

It’s the first thing I notice.

When I look at someone’s business, my brain immediately goes: Cut that. Tighten that. Say the real thing you’re trying to say.

And most of the time the original sentence is actually the perfect messaging.

If you want to make a bold move today, look at ONE line in your business—a tagline, a sentence in your bio, a headline on your sales page…

And ask yourself “Is this actually true today, or am I keeping it because I’m used to it?”

If it’s not true?

Cut it.

XXXO

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Before I ever stripped down business offers, I spent years stripping down my dad’s “treasures.”

Meet Dan the Dumpster Diver—the man who once furnished our truck camper with sheets he literally found in a dumpster.

In 2001, I left the stripper world and co-created a commercial real estate investment company with him. One of our first buildings was a 70,000-square-foot warehouse with many small rooms no one thought were rentable.

The real problem wasn’t the rooms themselves.

The issue was that Dan the Dumpster Diver kept filling every empty space with things he collected from thrift stores, garage sales, and dumpsters.

One of our first disagreements was about a small room I knew I could rent for $350 a month. 

He was using it to store box fans, boat parts, and miscellaneous items. When I asked him to clear it out, he said he would do it when he wasn’t busy—which basically meant it wasn’t going to happen.

So I approached it differently. I took photos of everything he had stored in the room and printed them out. I also created a color-coded spreadsheet showing that keeping his things in that space was costing us $4,200 a year. I presented all of this to him in under a minute.

Within 72 hours, he cleared the room.

And 2 weeks later it was cleaned, painted, and rented.

Every business has a core competency.

For us, it was leasing warehouse space—not providing free storage for Dan the Dumpster Diver’s finds.

Your business is the same.

When you strip things down, you can see the value that was already there.

That small room brought in $75,600 over the next 18 years until we sold the building—all because I removed what didn’t belong.

I can do for your business what I did for the small warehouse space.

If you can’t see what the gold truly is in your offer, let me strip it down for you this Thursday or Saturday.

Go here to grab your 30-Minute Product Strip-Down.

XXXO