Lean Business for Creators (Volume 1)

Doors are open to join. I’ll shut down the cart on (Cyber) Monday 26, at 11:59 PM Pacific Time

ATTENTION: This “early scrappy version” is only for early adopters. People who buy unfinished and untested 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

LBC (Lean Business for Creators) is for people who believe that serving and mattering to a small audience who care, is more important than seeking to engineer a million dollar product launch for the “mass”

I’ll exclusively focus on 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 it…

I promise that engaging with the training I create will help you attract the people you seek to serve. And eventually, as a result, 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. Pretty sure of it.

(If not, I’ll have a shiny finished version of this, with all the spiky edges filed down later in 2019.)

Why I’ve Decided to Create The Lean Business for Creators (Volume 1)

There are a few layered reasons why:

Firstly, I wanted to do something new and different (and truly special) for Black Friday through to Cyber Monday.

It’s easy to discount. It’s what everyone does, including myself the past two years. But it’s lazy.

So instead of just taking the easy, lazy path this year, I’ve decided to create something from scratch. Something that’s exclusive (has never existed before), and perfect for people who see themselves as early adopters, who have this specific problem they care enough about to want to solve.

Who embrace risky, even when the uncertainty scares them a little (or a lot).

The other reason for wanting to create this product is to plug a hole I’ve had in our product offering for years.

A hole that I’ve ignored not because it didn’t matter, but because it mattered more to focus serving our core pocket of people first…

Those people who already had an audience they “market to,” but who needed help levelling-up and doing a better job attracting better people (SOI in this case), and a better job of engaging and deepening the relationship with their peeps using email (ARM in that case).

Sadly I’ve had to turn away thousands of people over the years who didn’t yet have an audience to serve.

Either because they didn’t have a scooby doo of who to target and attempt to serve. Like no idea. Completely clueless. Which is understandable. Picking a niche shouldn’t be taken lightly.

Or they had an idea of their audience nailed down in their heads, but nothing more. No traction. Zero subscribers. Nothing. So the same core problem, just slightly further along.

So initially this product was going to be:

  1. how to find an audience to serve,
  2. and then how to validate they were worth serving. (Goal: Is it possible to generate customers fairly easily at micro-scale?)

The idea evolved.


Took on a life of its own.

More challenging for me to create. But better for you. Which is all that matters.

So I plugged in a (very specific and narrow) paid (and organic) traffic strategy. To solve the problem of attracting the right people.

I plugged in a (very specific and narrow) monetization model. To solve the problem of earning an independent income (that’s recurring) from the work you do, without the technical headaches.

That solved either end of the lean business for creators business model.

Once you know the basics tho, the breakthroughs come in the nuances. The messy middle. So I’ve included a (very) lean version of SOI and ARM to solve the problem of connecting the ends.

In a nutshell, this is what this product will teach.

Lean Business for Creators (Volume 1)

Everything from A to Z; from having no niche to attracting an audience, then getting paid to serve them with work you’re proud of.

The monetization element is very specific. It’s just ONE WAY to earn a living by creating meaningful work.

I’m not going to reveal what it is here. And please don’t reach out and ask. You’ll find out when you join.

The reason is that the monetization element is only a tool (like a hammer). It’s not the strategy or the goal.

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.

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

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 them from prospect to customer because you’ve demonstrated you understand their problem, and have a solution they care about and want.

Peter Drucker

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

Mostly, 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. This is a mass free zone.

The Offer

Here’s the deal.

For four days — starting on (Black) Friday 23, and ending on (Cyber) Monday 26 — you’ll have the opportunity to signup for the training.

The order button will be active for those four days only.

On Tuesday I’ll shut down the order button. I’ll not open it up again until later in 2019 once the course is polished.

(Which will be AFTER I’ve released the new big update to ARM. A priority I’ve temporary put on “pause” until I release this.)

I’ve been to-ing and fro-ing with the price for a couple of weeks.

In the end, it was more important for me to reward early adopters with something overwhelmingly in their favor.

The price will be $225. Make no mistake; it’ll be considerably more when it opens again in 2019 sometime.

I want committed students. No one in the course will be browsing around or hoping for a quick hit. You’ll be surrounded by other people willing to do the work and contribute along the way.

A huge lump of the value will be the discussion within the private community.

IMPORTANT: Delayed Access (And Weird Promise)

VERY IMPORTANT: I WILL NOT have the scrappy spiky first ugly version of this course ready in time for Black Friday.

There’s too much work to do (shocker!).

But, knowing myself all too well (being a perfectionist, it is a constant internal battle to release early and scrappy), I wanted to create a massive negative consequence for MYSELF.

A deadline. With a stick attached.

Hence the weird promise from me to you:


Worse case you get access for free if I don’t deliver by Christmas.

That won’t happen tho. But I wanted the promise out in the open, just in case. To protect you and to kick me.


The format is long-form text. If you don’t enjoy 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 20 minutes or less.

Video is also not well suited for reference.

How many times have you been through a two-hour long video — or God forbid, an entire course — only to remember you heard something about what you need now, but now can’t find it. It’s somewhere in there, but lost. Damn frustrating. An all too common occurrence in my experience.

Truth is, most marketers create video because it’s easier for them. Not because it’s a better learning medium for their students.

I can count on one hand the people who are truly good at video. I’m not one of them. I’ve got a voice built for text.

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 is why books and screenplays and movie scripts are written first, then later turned into audio or video, with storyboarding in the messy middle.

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 here.

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 comprehension (internalizing the ideas until they’re clear to you) and execution (doing the work). And achieving this can vary wildly between students.

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. When it happens, because this dynamic takes time.

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 defense.

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 to 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.

Signup (Cart Closed!)

I’ve activated the red order button below. I’ll deactivate it on (Cyber) Monday 26, at 11:59 PM Pacific Time.

That gives you four days to join.

If the timing is bad, for whatever reason, please DO NOT JOIN. I’ll open this bad boy up again later in 2019 when it’s more polished and less spiky.

If you have any questions, let me know (or hit reply on any email I’ve sent you). I’m here to support you.

Andre Chaperon
— André Chaperon


QUESTION #1: Is LBC just a “light version” of SOI and ARM?

(Submitted by Dan.)

In the image diagram, it shows that LBC has three parts:

  1. SOI Light
  2. ARM Light
  3. Monetization System

I am already a current member for both SOI and ARM. So my questions are this:

Is LBC mostly just a “light version” of SOI and ARM with a new monetization component?

What I’m trying to get at is whether or not I can justify this purchase for the monetization part when I already have the full versions of SOI and ARM. I’m looking for your *honest* answer here.


Think of it like this:

SOI (Sphere of Influence) and ARM (AutoResponder Madness) are deep dives on how I do the frontend (attraction) and backend (engagement and retention and bonding). SOI and ARM are a set of core ingredients (principles and methodologies), so they can be used to cook a thousand different dishes or cakes.

But it’s up to students to cook it into whatever they’re already doing (their recipe, whatever that looks like for their business).

This new course is a specific recipe. It bakes an entire vegan turmeric cake. Very specific. A specific recipe for a creator to serve their audience, and get paid for their work.

So it’s different, if that makes sense.

It’s not an either or, this or that kinda thing. LBC is a complementary course for customers of ARM and/or SOI, if they’re looking for a “recipe.”

QUESTION #2: Is LBC about affiliate marketing?

(Submitted by Andrew.)

Is LBC about affiliate marketing, where the recurring component is about promoting services that charge monthly?


No, not at all. LBC is *not* an affiliate marketing course. It’s not about earning commissions for promoting other products or services. None of that.

LBC is about being a creator – someone who creates work that matters for people who care enough.

Make no mistake, affiliate marketing is great tool to quickly test the waters before creating something of your own. And affiliate marketing is great to leverage when you already have your 1000 True Fans.

But affiliate marketing, in and of itself, is not a business model. It’s just a tool.

LBC is about being a creator. About being valued for the (needed) work you create for the people you serve and lead.

You’ll be building a real (side) business.

QUESTION #3: Does LBC require maintenance once setup?

(Submitted by George.)

Went through the page regarding the Lean Business for Creators.

Looking to create extra income stream/s, but I want to ask about the time commitment that I have to invest so as to “cook” this recipe and the ongoing commitment to keep it fresh.

Is the recipe systematic that can be built once and keep creating recurring income, or does it need constant caring (eg weekly drip campaign, new content, new ad campaigns, etc)?


Good question, and something I should have address directly in the copy above.

Make no mistake, I love building automated “set it and forget it” income streams that require very little, if any, maintenance.

But LBC isn’t that.

LBC comes FIRST.

You need an audience to serve first (which is the asset you’ll be building). Your 1000 True Fans, so to speak.

There’s zero leverage in building an “automated income stream” in isolation. Many affiliates do this, and it’s great when it’s working. But when they wake up and it’s all gone — which is the inevitable outcome — it’s all tears and stress and panic. That is not an asset or a real business.

I’m all about building an asset. It’s the only desired outcome. LBC is a “recipe” to do this.

It requires work (shocker!).

It requires that you approach your business and the people you seek to serve, like a professional.

Which means showing up each day (or week), consistently, and putting in the work you’ve promised the people you seek to serve.

Time commitment? … a few hours a week, minimum. Certainly not less. A hour each day is better. Because then you’re creating a habit of showing up consistently, and that matters.

QUESTION #4: Will this work for an ecomm business?

(Submitted by Christine.)

I have an ecommerce site — its fashion jewelry — which means as soon as one item is popular, you need a new one … or three each week. Will this work for me?


When I first answered this question over email, I said to Christine that LBC wouldn’t teach her how to promote her ecomm business, not directly anyway.

I had originally said to Christine that LBC would be perfect to drive a separate devision of her ecomm business. She could target a segment of her business who wanted to create their own fashion jewelry (wannabe creators).

Like a “Create Your Own Fashion Jewelry Club.”

I’ve thought about this a bit more, and there are also other options.

Another could be to offer exclusive fashion jewelry (not for sale directly as one offs) to “Club Members,” like a subscription box of the month.

The interwebs have exploded with services like this (Birchbox, The DIY Collectives, Runner Crate, Vinyl Me, Please, Love With Food, PawPost, London Tea Club, Papergang, Sparkle Hustle Grow, Cratejoy, etc).

The monetization platform I’ll be focusing on in LBC is different though. Although I’m teaching a specific “recipe,” it’s wrapped around an underlying methodology that is not constrained to any one service or tool or platform.

Like I said in the main copy, you’ll be learning a skill that’s transferable. Christine has many options, and LBC will help her see other possibilities, no question.

QUESTION #5: What do you mean by a “recipe,” André?

I’ve been getting a handful of questions about what I mean when I say that LBC Vol 1 teaches a “recipe”?


Continuing with the analogy, a recipe is a list of ingredients, that when “mixed together,” creates a specific dish.

But the nuances also matter.

Which is why if ten chefs followed the same recipe, the dish they created would not be identical. Overall it would be the same dish, but because each chef would bring their own “nuances” (flare, inspiration, whatever), it would taste a little different.

Same with LBC.

I will *not* be giving you a paint-by-numbers template. Shit like that is nothing but a red herring.

I’ll be giving you “signposts” to follow — the recipe for the specific dish to create — which will guide you to creating a business asset.

Leaving the analogy now:

LBC is for creators who have nothing (no niche, no audience, no list) but want to start something, and then get paid for that work.

LBC will help you connect all the dots:

  • To find the market,
  • then it narrow down to a minimum viable pocket of people to serve,
  • then build the system that attracts these people,
  • and finally turn some of them into paying customers.

LBC will also be for people who already have a business, but who also want to start a tiny little side business.

There are a million things we as creators can do to earn an independent living. LBC will explore one such way.