Creator Science

#221: Ryan Hawk – Anatomy of a $12,500 membership earning $400,000+ per year. [Greatest Hits]

Feb 25, 2025

Ryan Hawk, a keynote speaker and host of the top-ranked Learning Leader Show, discusses his innovative Leadership CIRCLES model. He reveals how these intimate groups generate impressive revenue without relying on traditional advertising. Hawk shares insights on member selection, engagement strategies, and the importance of fostering community trust. Additionally, he explores transforming passion projects into sustainable businesses and offers tips for monetizing podcasts creatively. His focus on personal connection and structured support sets a new standard for community-driven leadership development.

01:00:31

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Episode guests

Ryan Hawk

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Quick takeaways

Ryan Hawk's unique business model, based on Leadership CIRCLES, demonstrates how curated small group learning experiences can drive substantial revenue without reliance on advertising.

The development of a robust system like Creator HQ within Notion illustrates the importance of organization and streamlined processes for enhancing productivity and content creation.

An intrinsic motivation for podcasting rooted in curiosity leads to more meaningful connections with audiences, fostering loyalty and long-term success for creators.

Deep dives

The Complexity of Growing an Audience

As creators expand their reach and audience, managing content production becomes increasingly challenging. The speaker shares personal experiences, noting that as creator science grew, it became more difficult to stay organized and on top of tasks, consuming time that could be spent on content creation. In response to this struggle, a robust system was developed within Notion called Creator HQ, aimed at streamlining business processes. This system not only enhances productivity but also supports the creation of more content, contributing to significant revenue growth approaching $1 million annually.

Intro

2min

Building Exceptional Community Experiences Through Leadership Circles

3min

From Passion Project to Leadership Business: The Evolution of a Podcast

3min

Redefining Podcast Monetization: Endorsements over Advertisements

2min

Creating Sustainable Income for Podcasters

15min

Exploring the Dynamics of a High-Level Mastermind Program

5min

Building Community and Trust

14min

Connecting Leadership Through Communication

11min

Leveraging Incentives and Simplifying Product Offerings

3min

Ryan Hawk is a keynote speaker and the host of the Learning Leader Show. The show has been listened to by millions of people in more than 150 countries, and Forbes called it, “the most dynamic leadership podcast around.” He’s also the author of Welcome to Management: How To Grow From Top Performer To Excellent Leader.

Ryan is actually a repeat guest—he was first on the show in episode #61 to talk about his podcasting journey. He’s become a friend and someone I really admire for his intentionality and the way he shows up for others—his friends, his family, and his community.

Ryan’s business isn’t built on podcast advertising, as one may expect. It’s actually built on what he calls Leadership CIRCLES. These are groups of 10-15 people that he hand-selects for a group learning experience. They meet once per month on Zoom and once per year in person.

In this episode, Ryan breaks down the specifics of how he runs these programs, prices them, and plans to grow them. We even workshop some of his questions on the fly.

→ Listen to my first episode with Ryan

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Full transcript and show notes

Ryan's Website / Twitter / Instagram / Facebook / YouTube / LinkedIn

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RECOMMENDED NEXT EPISODE

→ #187: Michael Stelzner – How to run profitable events (without sponsors or selling from the stage)

→ #144: Bari Baumgardner – How to create the perfect 3-day event (IRL or virtually)

→ #206: How I’d approach hosting in-person events

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