Free audio series10 episodes · 3 hr 14 min
The Your Category of One PlaybookSecret Podcast
Ten episodes. The strategic foundation for a body of work you become known for.
Ten episodes. Start with the one that speaks to where you are right now. Or binge all 10 in order.
You’ve built a business that works. You have the clients, the results, the reputation. But when someone asks how exactly you do what you do — or you sit down to write the sales page, pitch the partnership, or explain the offer to someone who should be an easy yes — what comes out doesn’t do justice to the work you actually do.
This isn’t a confidence problem. It’s a codification problem.
The Your Category of One Playbook Secret Podcast takes you inside the same strategic framework I build with every client — section by section, episode by episode — so you can finally articulate what you do, how you do it, and what makes you the obvious choice in your space. Without boxing yourself into a rigid formula or losing the depth that makes your work exceptional.
Ten episodes. Three hours and fourteen minutes. The whole playbook.
You can nail the positioning, build the brand, launch the full offer suite and still end up, years in, running a business that pays you well and that you quietly resent. This is why.
The four patterns that act as a ceiling for established experts — and the single root all four trace back to. Including the most expensive one, which is also the last to shift.
Your category is excavated, not invented. Why “be the best” is a race to the bottom, and why you do not have to be weird or gimmicky to be the only one.
Why “what’s my story?” is the wrong first question. With Ryan Ouwehand — including where I push back on him about pain-driven versus desire-driven stories.
Phase One, run live: the three questions that surface your lenses, your sequence and your standards. Plus how somatic, intuitive and non-linear practitioners codify without flattening the work.
Your clients are not coming to you for more. They are coming for less. What a crowded program portal reveals about the gap between good intentions and real client value.
Twelve offers. Three active. Two in development. Four retired. Why offers without architecture do not compound — they just make noise.
Transformation that happens by accident versus transformation that is inevitable by design. The four-phase structure under every great offer, and the dip your program has to be built to hold people through.
Core claim, method name, phase naming, proof layer. How to build language around your work so specific that your buyers think of you before they think of anything else.
The identity gap. Because the clearest methodology in the world does not land if the version of you leading the business has not caught up to it yet.
For nearly two decades I’ve done one thing: helped the people behind recognized brands and businesses extract the IP that lives in their heads so they can turn that IP into frameworks and offers they can sell and scale.
That work started inside some of North America’s most recognized brands like Joey Restaurants, Vega, Aritzia — designing leadership programs from the ground up, building the frameworks that let organizations scale without depending on any single person.
Today I work with coaches, consultants, and industry experts who are ready to turn what they know into a body of work that they become known for.
Clients like Alyssa Nobriga have built certification programs that have generated over $20 million in revenue and trained thousands — from a single codified offer.
The methodology I use to do this is what I am sharing inside this podcast.