Why would someone spend $72K on a single coaching program?
People think spending $72K on a coaching program is crazy. And if you're buying information, it is crazy. Every piece of information in that program exists somewhere on the internet for free. YouTube videos, blog posts, podcasts - you can find anything if you look hard enough. But I didn't spend $72K on information. I spent it on context. And context is the single most undervalued asset in business.
Context is knowing which piece of information to apply right now, in your specific situation, at your specific stage, with your specific constraints. Without context, you have a library of tactics and no idea which one matters right now. With context, every decision gets clearer. Someone who's been where you are points you in the right direction before you waste three months figuring it out yourself.
What is the difference between information and context in business?
The internet has made information free and abundant. That's great, but it created a new problem: information overload. You can find 47 different strategies for scaling ads, and they all contradict each other. Which one is right? They might all be right - for different businesses at different stages. The value of context is that it filters the noise. A good coach or mentor doesn't give you more information. They tell you which information to ignore and which to act on right now. That filter is worth more than any course or book because it saves you months of testing the wrong thing.
How does context accelerate the speed of implementation?
What $72K actually bought me was speed. Problems that would have taken months to diagnose on my own got solved in a single conversation. Strategies that I would have tested and failed at for weeks were skipped entirely because someone said "don't bother with that, do this instead." Faster implementation compounds. Make better decisions at every fork in the road for a full year and the return dwarfs the investment. Time is the one resource you can't get back, and context is what lets you spend it on the right things.
When does investing in coaching and context actually make sense?
Spending $72K on a coaching program makes sense when the ROI on your time is high enough that saving weeks or months of trial and error pays for the investment multiple times over. If your business is generating enough revenue that a single good decision can produce $100K or more in additional profit, the math on expensive coaching works out easily. If your business is doing $5K a month, that same $72K is better spent on ads and operations. The investment needs to match the stage.
Context is the highest-use purchase you can make, but only when you're at the stage where use matters more than effort. Think about it like buying a map versus walking every possible path. At low revenue, you can afford to explore because the stakes are low. At higher revenue, every month spent on the wrong path costs you real money. That's when paying for someone who's already walked the path and can hand you the map becomes the smartest dollar you'll ever spend.