Ep.35 - Jonathan Goodman - Winning at Business without Winning the Internet
Jan 14, 2025
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Jonathan Goodman, a successful entrepreneur and author of 'The Obvious Choice', shares insightful strategies for business success without the need for online fame. He discusses why prioritizing real customer engagement over social media metrics is crucial. Jon evaluates Greg's side business using frameworks from his book, emphasizing the potential of coaching as a future model. The duo explores how trust plays a vital role in hiring decisions and the complexities of decision-making in business, providing listeners with practical takeaways for navigating their own ventures.
Successful businesses thrive on genuine, personal relationships rather than merely chasing online popularity and social media metrics.
Fitness coaches often fail to monetize their online presence despite appealing personas, indicating a disconnect between online engagement and real-life success.
By focusing on specific niches and utilizing local opportunities, coaches can create meaningful connections that drive business growth and client retention.
Deep dives
The Importance of Direct Relationships in Business
Building a successful business often relies more on direct relationships and less on achieving fame online. Many entrepreneurs mistakenly believe they must gain a massive following on social media to succeed, but this approach can be counterproductive. Instead, engaging personally with potential clients and developing genuine connections can lead to more meaningful business opportunities and higher client retention rates. The journey towards becoming the 'obvious choice' involves focusing on person-to-person interactions rather than chasing online fame.
Challenges Faced by Fitness Coaches
Fitness coaches often struggle despite having appealing online personas and well-branded profiles. Many trainers find themselves unable to convert their social media presence into a steady income, leading to feelings of frustration and inadequacy. This highlights a crucial disconnect between online engagement and real-life success in client acquisition. The example of personal trainers who fail to utilize the customers literally in their gym environment emphasizes the need for actionable strategies beyond merely curating online content.
Rediscovering the Value of Offline Connection
The conversation sheds light on how many professionals, particularly in the fitness industry, overlook existing opportunities right in front of them. There's a wealth of potential clients in physical spaces, like gyms, which coaches rarely tap into by focusing on content creation instead. By looking at their surroundings and engaging more actively with real-life prospects, coaches can find clients who are already interested in their services. Harnessing these offline interactions is essential for business growth and relationship-building.
Defining Success Beyond the Social Media Metrics
The notion of success is often misled by the metrics of social media—a reality acknowledged in the discussion. Many business owners mistakenly equate popularity and engagement on platforms like Instagram with genuine success. The podcast argues for a redefined understanding of success that prioritizes personal connections and meaningful exchanges over superficial online metrics. This perspective encourages a reassessment of how entrepreneurs perceive their worth in the business landscape.
Aligning Business with Personal Passion and Expertise
The discussion emphasizes the significance of aligning one's business with personal interests and expertise, particularly for those in coaching roles. The idea of acting as a specialized consultant who thoroughly engages in intimate aspects of a client's life offers a promising business avenue for aspiring coaches. This involves delving deeply into specific niches, such as health optimization for busy executives, rather than spreading oneself too thin. Such focus not only establishes authority in a chosen field but also enhances the ability to connect and provide actionable value to clients.
Jonathan Goodman is a successful entrepreneur, author, and
host of the popular Obvious Choice podcast, a top podcast for coaches, entrepreneurs, and small business owners.
Jon’s been featured in a number of business and fitness
publications including Men's Health, Forbes, Entrepreneur, and many more. Over 200 coaches and small business owners in more than 120 countries have purchased
business development materials from him.
The basis for Jon and Greg’s conversation is Jon’s new
book: The Obvious Choice: Timeless Lessons on Success, Profit, and Finding Your Way
Jon and Greg took a unique approach to this conversation
with Jon analyzing Greg’s side business (Intentional Wisdom) through the frameworks he lays out in the book.
Episode timestamps:
(04:14) – Doing interesting sh$t in real life (07:50) – Why Jonathan wrote The Obvious Choice (11:46) – Don’t prioritize likes and follows over real customers (14:08) – Analyzing Greg’s business through Jonathan’s frameworks (25:33) – Why coaching may be the business model of the future (40:21) – How trust transcends expertise
