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Lean Business for Creators

Lean Business for Creators (Volume 1)

Visualization Map of Lean Business for Creators (Volume 1)


  • LBC (Lean Business for Creators) is for people who believe that obsessing over serving and mattering to a small audience who care, is more important than chasing the next “shiny object” opportunity…
  • That being small (tiny even), is more important than chasing scale and revenue targets…
  • LBC is for people who want to create deep and meaningful work they’re proud of, for people who value that work enough to pay for it (and love it enough to tell others about).
  • I promise that engaging with the training and doing the hard work (it’s not easy work), will help you attract the people you seek to serve. And eventually, with the commitment of showing up to do this important work, you’ll earn an income from those customers who are the most committed.

If that’s you, read on. What I have will delight you.

STEP 1: Read the Manifesto (Serve & Matter.)

Manifesto: Serve & Matter.

IN A WORLD OF NOISE AND DISTRACTIONS — The “Big Secret” To Earning Attention (And The Freedom Which Comes from an Independent Living): Is to Serve & Matter and Choose Small over Scale

Read the Manifesto

STEP 2: Then continue to read below:

ATTENTION: This “beta version” of LBC is perfect for early adopters. People who get excited about buying unfinished products because they want to be FIRST (get an early competitive edge). People who are willing to make a leap of faith and buy early.

I define an early adopter as someone who meets this criteria:

  • They have a problem or need,
  • They understand they have a problem,
  • They are actively searching for a solution and have a timetable for finding it,
  • The problem is so painful that they have cobbled together an interim solution (or have attempted to),
  • They have, or can quickly acquire, dollars to purchase the product to solve their problem.

Put simply, early adopters are those people who NEED THIS PRODUCT THE MOST.

The Product

The format of LBC (Volume 1) is mainly long-form text. If you don’t enjoy learning by reading, please don’t join. Don’t buy. This is not a video course.

In the majority cases I’ve experienced, I don’t believe video is respectful of your time and attention. Most people will take an hour to describe something which could have been said in 10 minutes or less.

Video has a place in learning — like showing how to do something that’s difficult to explain in written format — which I embrace and support.

But video is also not well suited for reference. Most marketers create video because it’s easier for them. Not because it’s a better learning medium for their students.

I’ve got a “voice” built for text, not video.

The written word done well is different. It’s beautiful and concise. There’s little waste. Either a word is needed to convey the thought or idea or insight, or it doesn’t get used.

This course is 93% written. Long-form.

The course content is *not* dripped out.

You’ll have access to it all. It’s self-paced. Meaning you can tear through it at a pace to match your schedule. That said, the goal isn’t speed.

I get asked a lot, “how long does it take to complete ARM or SOI?”

That’s the wrong question to ask. Getting the gold star for completion isn’t the KPI that matters. We’re not back at school.

What matters is two fold (and achieving this can vary wildly between students):

  • Comprehension (internalizing the ideas until they’re clear to you),
  • and execution (doing the work).

This isn’t a race.

It’s about doing the work and then getting a result. It’s about serving first, then earning money as a result.

Really A Marketing Course

At a meta-level, you’ll learn how to be a better marketer. You’ll learn a (strategic) skill that’s transferable to the marketing you already do, and the marketing you’ll do for years to come.

In LBC you’ll *not* learn how to do a product launch. That’s a tool, a tactic.

Rather: You’ll learn how to create empathy lead marketing that connects emotionally with the people you seek to serve.

You’ll learn how to move people from prospect to customer because you’ve demonstrated you understand their problem, and have a solution they care about and want.

When you do this well, “selling” becomes superfluous. It’s a thing of beauty when you create an asset that behaves like this.

Quote from Peter Drucker

You’ll *not* learn how to coerce sales through fake pressure, hype and hoopla. Enough people are teaching this through their behavior and actions.

You’ll learn how to create human-to-human marketing that matters to just the few people you seek to serve. The complete opposite to mass marketing.

The industry is already crammed overflowing with people teaching and practicing clueless mass-style marketing.

No mass here.

LBC Curriculum

Below are the broad, high-level lesson topics that make up an LBC system (“system” in this context is referring to systems thinking: a more holistic approach to building something that’s more than the sum of its parts).

Within each section below are many sub-lessons, which unpack the nuanced layers underpinning each topic; nuances omitted from this overview because they’re not important until you’re doing the work:

  • [Who] Serving an audience, a minimum viable audience, is a responsibility. It a long-term play that requires commitment and consistency. Are you enrolled in this journey of creating an online business for the long-term, that serves first? That’s the first question you need to answer (LBC is *only* for people who answer “yes” to this). Then come other questions you may ask:
    • Who do I serve?
    • What niche?
    • But I’m not an expert?
    • Questions we unpack in this module, with real-life use cases to help demonstrate how you can “plug” into the value-chain as a trusted advisor: a linchpin ; someone who’s needed and valued.
  • [Happy Customer Engine] Here you build your lean Happy Customer Engine. Lean: meaning simple not complicated; not overdone to extract maximum possible revenue before trust is earned:
    • The front-end is powered by Lean SOI: The premise of SOI (Sphere of Influence) is to attract, earn, and create (“make”) better customers. This forms the front-end of your Lean Business for Creators (everything preceding the opt-in). Lean SOI is a specifically tooled “lean version” of the full-fat SOI. Basically: how to build your customer creation funnel that “wins” (makes) customers instead of coercing, strong-arming, and persuading them over the line through pressure tactics.
    • The back-end is powered by Lean ARM: The premise of ARM (AutoResponder Madness) is to nurture, bond, and earn the trust of your best prospects and customers through story-driven empathy-lead email marketing and the strategy of preeminence. Email is perfect for this. Lean ARM is a specifically tooled “lean version” of the full-fat ARM (the stuff you do once someone is on your email list).
    • This lean-lightweight combo of SOI + ARM powers the Happy Customer Engine of LBC.
  • [Monetization] LBC (Volume 1) has two channels of monetization. I don’t believe in “one size fits all,” so you won’t find one way of doing things in LBC. You pick the monetization engine that best suits your needs.
  • Both are “lean” (lightweight), which allows you to focus your efforts on creating best-in-class content instead of perpetually creating offers on the offer hamster wheel of doom. Both channels are continuity (subscription) based. There is a strategic reason for this, of course. In LBC you’ll learn why.

  • [Promotion] LBC (Volume 1) covers two (well, three technically: the third I will leave as a surprise for students) traffic channels of reaching your minimum viable audience. Paid (via FB ads) and organic (via content marketing). You can start with either. You choose.
  • But, long-term, both are encouraged (“eggs” in multiple baskets). All promotion, paid and organic, are powered by (long-form) story-driven marketing that respects systems thinking (below):

  • [Systems Thinking] LBC is an application in thinking in systems. It’s about combining parts strategically so that, at some point, “emergence” can occur when the system as a whole functions in harmony.
  • Systems are dynamic and often complex. So a more holistic approach to understanding the nuances are required. The end result (although I’ll be quick to add that there is no “end” per se; its an ongoing journey) of your LBC will not be the sum of the parts listed above. It’ll be more than that. It’ll be unique to you; like your DNA. Something that has a life of its own.

This represents the broad strokes of what you’ll learn within LBC.

Most importantly tho, LBC isn’t about “just learning” more stuff. This isn’t like a Udemy course that you watch passively while lol-ing on FB or taking selfies on Instagram.

“To know and not to do, is not yet to know.”

I love that quote. So: this is a DOING course (a “workshop” is prob’ly a better description). You’ll roll up your sleeves and get proper dirty. Doing the work like a pro. Fuck the Resistance.

If doing deep meaningful work isn’t your bag, that’s cool, it’s not for everyone: but LBC will not be for you.

LBC is a strategic playbook for architecting and building an online business that matters and which benefits all sides. An engine of revenue that’s an asset (leveraged: you’ll not be trading time for dollars).

But this journey will be hard.

A journey that’s about getting-rich-slowly, not fast. It’s about thinking for the long-term, not making short-term decisions like politicians for quick gains now.

Are you still ready join?

Money-Back Guarantee (Fair Refund Policy)

FAIR WARNING (only effects a small minority): Please don’t purchase just because you are curious what’s behind the curtain, with the intention to refund anyway.

Not only is that not cool, but mostly, it has pissed me off for years. I enjoy my work being stolen as much as the next creator who has put a piece of themselves into their work.

So what I’ve started to do is “blacklist” (block) serial refunders from purchasing any of our courses ever again. I also get ClickBank, who process our orders, to put a block on the payment source. A two layer defence.

That said, if this course is genuinely not a fit for you, then, of course, I do not want your money. But I do require for you to make a real effort before pulling the pin.

I’ve taken a leaf from Seth Godin’s book. I like how he does refunds, so I’ve “stolen” this next part from him:

You’ll need read all the lessons, participate in at least ten discussions (there’ll be a private discussion group), respond to posts from others, and consistently post your own work.

Only then if you don’t think the course is worth more than what you invested, drop us a note at hello@tinylittlebusinesses.com anytime within sixty days of your purchase, and I’ll give you a full refund.


I’m sorry, but enrollment for the “pilot release” of Lean Business for Creators (Volume 1) is now closed for 2019.

We have 819 awesome early adopters who have invested early.

I’ll be officially opening up LBC later in 2020 once the spiky scrappy pilot version is smoothed out and release public-ready.

Please add me to the waiting list! »

If you have any questions, let me know. I’m here to support you.

You rock!

— André Chaperon

Andre Chaperon


Below are a few (well, one at the moment) questions I’ve recently received, with answered below:

Frequently Asked Questions

QUESTION: What is the difference between SOI and LBC?

ANSWER: SOI is a deep-dive course of the front-end process of attracting better customers into your world and moving them towards you with the posture of “leaning in” closer.

SOI unpacks the process of setting up the perfect conditions for creating (or making) happy customers, at some point downstream.

The course is for people who ALREADY have clarity on who they serve, and in most cases, are ALREADY serving that audience. SOI is a “multiplier” or “enhancer” of what you’re already doing to bring people into your business.

The premise of SOI is to attract, earn, and create better customers. It’s very deep, very specific. It doesn’t touch email. It’s everything that happens BEFORE someone adds themselves to your email list.

That’s SOI in a nutshell.

LBC is for people who have no digital online business yet. Or if they do, they want to build something new and meaningful from scratch as a side-business.

It doesn’t matter if you know who you want to serve or not. In LBC I cover this all. I cover how to find your minimum viable audience.

LBC takes someone from nothing to generating (happy) customers, and everything in-between within the context of the model I teach.

LBC covers *some* of SOI and *some* of ARM (or rather, a “lean-lightweight” version of SOI and ARM), minus the depth and nuances.

The starting question you need to answer is: do you *already* have an audience you serve? If not, LBC is your only option.

To summarize:

LBC teaches a full (lean-lightweight) business model (within the context of the business model I teach in LBC) that’s customer-centric and front-loaded with empathy and value.

LBC covers everything from figuring out who to serve, how to build your customer creation funnel (a “lean” version of SOI + ARM), and how to expose qualified people to it through both (or either) paid and organic channels.

LBC is a “get-rich-slowly” model (which, counterintuitively, is the faster track), not a system for short-term thinkers. If you’re looking to generate “quick cashflow” ASAP, then LBC is *not* for you.

QUESTION: How and where will your training be different to The Marketing Seminar of Seth Godin?


Good question.

Firstly: I’ve been on Seth’s The Marketing Seminar three times. All three were largely the same training (50 odd short videos), but with a new tribe each time for each student intake (Seth deletes the tribe/forum after 100 days).

If you want to become a better marketer, I encourage you to takes Seth’s workshop. Here’s the direct link:


How is how LBC is different:

TMS is very high-level, conceptual, big ideas, a lens to see marketing differently. But there is no how-to component. Ideas and concepts are left for your interpretation: you need to “unpack” the ideas, internalize them, then figure out how to apply them to your own use case.

Seth does this on purpose. He’s never been one to prescribe a “formula” or “template” to follow. That’s on you to figure out.

Much of what you’ll be *doing* as you execute on LBC will overlap with ideas and concepts Seth talks about in his book This Is Marketing and in The Marketing Seminar (ideas like serving a minimum viable audience).

The big difference is that LBC teaches a business model (or a “recipe”), then “maps” empathy-lead marketing to this model.

The “business model” I present is my own unique methodology “mix” of reaching an audience (traffic channels), attracting them in (using marketing: Lean SOI and Lean ARM), demonstrating value (strategy of preeminence), then serving them (as a creator) and getting paid for the value you deliver.

LBC (Vol 1) is a practical “recipe” that any motivated creator can follow — influenced by my love of having followed Seth’s work for so many years — of how to build a lean business for creators like I’ve been doing since 2003.

I’ll be quick to add tho: LBC is *not* a formulaic template! Every student that does the work and builds their own “LBC,” will have an asset that’s unique to them. There will be no other “version” anywhere in the internet.

To recap:

TIM and TMS are very high-level. Seth doesn’t provide any “recipe” to follow for lack of a better word. Connecting the dots is left to you to figure out.

LBC teaches how-to use empathy-lead marketing to build a value-driven creator online business that serves first. The marketing concepts are mapped to a lean business model (see curriculum for more details).