TL;DR: This Week in The Digital CEO Weekly👇
✅ Courses aren’t dead, but commodity content is. If your offer looks like everyone else’s “here are my videos,” you’re stuck in a price war you can’t win.
âś… Irresistible Offers are the real differentiator. Thought leaders win because they sell transformation, not training, the straightest line from pain point to result.
✅ Master the Art of the Offer: Transcend “how‑to” videos and build something unique, desirable, and untouchable. That’s the focus of this week’s podcast + the upcoming Business Breakthrough Experience (June 11th).
From the Desk of James Wedmore:
"James, are courses dead?"
Me: "I've been trying to tell you this since 2018. You're JUST now figuring this out?!"
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I'm going to break this concept down for you, all with one simple intention in mind: so you can have the most irresistible offer in your industry.
And nothing, and I mean nothing, is more important than this topic. If you don't already have an irresistible offer, no amount of branding, Instagram views, or messaging will ever, ever fix a bad offer.
And every single Thought Leader or individual you look up to who is successful HAS an irresistible offer. Every.Single.One.of.Them. No exception.
You don't look at someone's pitch and go, "Wow, that's a bad offer. Here, take my money!"
But you're over here just trying to sell a course.
"Here's my videos I made, pay me $997"
You think that works?
So... are courses "dead?" Well... No. Not exactly. So please beware of the hype and fear-mongering that people push so you'll buy their stuff.
But you must understand this concept, and it's something I've been saying SINCE 2018:
Content is a commodity.
A commodity is defined as any product, good, or service that is indistinguishable across sellers. Apples are a commodity because there are no differentiating factors between two different vendors selling two different baskets of apples.
Versus a car. Every vendor sells a different style, set of features, and a feeling that comes with each car.
All apple vendors sell their product at pretty much the same price.
Car companies sell cars that go from $10,000 to $250,000.
See the difference?
So if you sell a commodity, the only way you win is by being cheaper.
All things being the same (organic, ripe, etc), you buy the cheaper apples.
If you want to buy an ounce of Pure Gold, you buy from the vendor that has the cheaper premium.
Commodity creates a PRICE WAR.
Cheaper... wins.
Except in a pricing war... every business loses.
So, unless you would prefer to be the "Walmart" of your industry, you must do something different than selling a commodity.
THAT is the ART of the Irresistible Offer. An offer that doesn't fit in a box of "gated content," or "this is just an online course."
When you create this, you create something unique, desirable, and...
...untouchable.
And like I said, it's an art.
And if you're in business, you must master this art.
That's what this week's Mind Your Business episode is on: Mastering the Art of Offers that Sell in 2026:
Click the links below to listen now!
👉 Listen on the blog
👉 Listen on Spotify
And... it's the central talking point in this year's training: The Business Breakthrough Experience!
This 3-Part, week long extravaganza walks you through a series of exercises to unlock your next Million Dollar Offer FAST!
And guess what?
Registration is NOW OPEN:
www.BusinessByDesign.net/bbe
We kick this party off on June 11th (Save the date), because this training is the BEST one I've done yet!
Here's ONE Example of The "Art of the Offer"
Growing up, my dad would always say this one thing to me over and over again:
"James, remember the shortest distance between two points is always a straight line."
Today, I tell our clients: sell the straight line.
Your prospect is at Point A: the PAIN point.
And they want to be at Point B: the SOLUTION.
And the solution is a straight line. SELL THEM the straight line. The fastest, easiest most efficient way to Point B.
...and 1,023 videos isn't always a "Straight Line," is it?
So, how can you begin to TRANSCEND "how to" content? How can you go BEYOND "training videos" to support your clients to get results quicker and easier?
Because... it's the SHORTEST, STRAIGHTEST LINE that wins the offer game. Every single time.
Food for thought :-)
My Instagram Post of the Week: How to get Claude to stop lying to you
If you've been following me on Instagram, I like to post on there every other day. This was my most viewed post of the week.
You can view the whole post over on IG: @jameswedmore
Kajabi's taking 50% off the price:
I practically run my entire business on Kajabi. I love it primarily because of the user experience of the course portals. Having a professional look and feel is really important to me, but Kajabi is great because it's also an all-in-one system. Everything from landing pages to checkout pages, sending emails, and more, you don't need anything else.
If you're not happy with what you're using or you're still looking for an all-in-one system to build your business on, Kajabi's doing this crazy 50% off for an ENTIRE YEAR deal right now that is just a complete no-brainer.
This is part of their celebration and announcing five new mind-blowing features that are worth checking out... the most notable one is the Kajabi MCP connector that allows you to use Claude and AI to create products and run tasks even faster! You gotta check out what Kajabi's been cooking up:
Get Kajabi 50% Off for an Entire Year Here
If you do take this no-brainer, I've got a little gift for you: I'm teaming up with the CEO of Kajabi to do an intimate live training to break down the most successful trends and habits of Kajabi's top users!
Ok, it’s Sunday as I’m writing this, so I’m off to work on my Star Wars movie theater. Thanks for reading and have a great week!
Cheers,
James Wedmore
