Join me as I chat with Jonathan Courtney about how businesses can thrive by going against current digital trends, particularly by offering premium in-person experiences while others focus on AI and virtual offerings. He shares how his company has successfully transitioned from digital-only to in-person events, charging higher prices for physical experiences that consistently sell out. The conversation explores how physical products and experiences create perceived value, authenticity, and scarcity that digital alternatives cannot replicate.
Timestamps:
00:00 - Intro
01:33 - The Anti-Trend to AI
05:53 - Why IRL Events
09:09 - Frameworks for Creating IRL Events
17:20 - JC’s Process for throwing IRL Events
30:27 - The power of physical products vs. digital offerings
36:22 - Final Thoughts and Conclusions
Key Points:
• Jonathan Courtney explains how to profit from the "anti-trend" to AI and digital automation by focusing on in-person experiences
• In-person events are becoming increasingly valuable as people seek relief from digital overload and AI-generated content
• Physical products and in-person events create scarcity and authenticity that digital offerings cannot match
• Building small, dedicated audiences (even just "100 true fans") can be sufficient to run successful high-ticket in-person events
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