Craft and Commerce 2024
Craft and Commerce 2024

Craft and Commerce 2024

Unstick and Grow Your Business in 2024

 ☎️ Talk to (a Lot of) People

Talk to your people! New and old subscribers, customers and non-customers, etc. Spend time getting to know them. If they’ll give you 30-minutes, then take them up on it!

  1. Setup the calls. Use a service such as Calendly (connected to Zoom) to allow people to setup 30-minute, 1-on-1 calls with you.
  2. Record the calls. Use a service such as Grain to automatically take notes. Ask everyone the basic same set of questions so you can see patterns over time.
  3. Here is the set of questions I used (specific to Story Grid).

    Prospect Info

    • Name:
    • Email:
    • Notes:


    • What kind of writing do you do?
    • How long have you been writing?
    • What is your single biggest struggle with your writing right now?
    • Why do you write? There’s lots of ways to use your time and be creative. Why writing?
    • If you could wave a magic wand and in ten years have accomplished everything you could imagine with your writing, what would that look like?
    • Are you a member of any writing groups, both on and off-line?
      • If so, what do you see as the biggest struggle of the other writers right now?
    • Have you taken any writing training or courses? If so, which ones?
    • What software or tools do you use in your writing?

    Story Grid

    • What is the main problem Story Grid solves?
    • How would you describe Story Grid to another writer?
    • What do you wish Story Grid would do more of or do better?
    • What is your favorite thing about Story Grid?
  4. Do at least 50 calls. The goal is to find commonality across demographics, goals, struggles, wording, etc.

 📈 Plan for 10x

I put the full exercise here, but your homework from the workshop is STEP 5.

  1. What did you make this year or last year? [$CURRENT]
  2. Add a zero to that number.
  3. What is the new number? [$TARGET]

It’s some undetermined time in the future…

Doesn’t matter how long. Just some point in the future.

Your company is now making [$TARGET].

What are the top 5 changes you made to reach [$TARGET]?

What were the top 3 activities you focused on?

What were the top 3 things you delegated?

🗓️ STEP 3 - NOW

We have traveled back to the present…

How long did it take to go from [$CURRENT / 10] to [$CURRENT]?

Before we go on, remember that you’ve already done this. You’ve already 10x’d your business.

[# of YEARS]

To 10x from [$CURRENT] to [$TARGET], how long will it take?

Answer from your gut. How long will it take you to 10x your company’s revenue?

[# of YEARS]

If you want to 10x in [# OF YEARS] years, what are the first 3 steps you should take right now?


What are the top 3 insights this exercise brought you so far?


You are back at that point in the future when you are at [$TARGET] annual revenue…

Where is the money coming from?

Outline the product offerings and the income from each of the product offerings that add up to the [$TARGET]?

How many people do you have?

Outline the roles and amount of people you will need to support the business at this level.

🪜 Start Simple

Gall’s Law states that all complex systems that work evolved from simpler systems that worked. If you want to build a complex system that works, build a simpler system first, and then improve it over time.

Start with this system:

  1. Social Media. Pick a platform (usually the one you enjoy consuming on the most) and post regularly content that will be interesting to your potential clients/customers (based on the phone calls above).
  2. 1-on-1 Sales Calls. Offer potential clients/customers a 1-on-1 call and learn how to sell your products and services on calls.

Only add complexity to the system once it is working very well.