Jonathan Courtney

And one of the key elements for our one was all of the materials are printed and they're in a nice box and inside the box, you get like some other cool stuff.

people, people want the physical thing.

People are, people crave the physical thing and people know as well inherently.

And I know that if you have the thing in front of you, you're much more likely to read it than if you have like a big bunch of PDFs.

And also, especially now that you can essentially generate all of that stuff on chat GPT and

and knowledge is becoming less and less valuable, the ability to have something curated for you physically, in my opinion, is becoming more and more valuable.

But the other thing is, it's just so much easier to pitch something to people if you can physically hold it and show them what you're talking about.

It sounds really stupid.

But another element of this whole anti-trend is that extreme convenient access to content

I think is the wrong way to go.

And literally printing out these playbooks and telling you the only way to get them is in this physical format is a way to make someone like me salivate.

It's a way to get someone like me to spend $5,000.

I spent $5,000 only for this folder.

What are we talking about again?

Because now he can say, okay, this is a perfect example.

So on the day that this arrived, I was doing an event in my office and I told the audience, hey, this $100 million playbook thing is arriving.

And one of the guys in the audience said, I already have it as a PDF.

Somebody posted it on Reddit or something.

And I said, are you going to read that?

He was like, probably not.