The Startup Ideas Podcast The 2026 Anti-Trend That Will Make Millions
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Oct 20, 2025 Jonathan Courtney, founder and operator with a focus on experiential and facilitation businesses, advocates for premium in-person experiences as a counter to the digital norm. He discusses how his transition from digital to live events has succeeded by offering scarcity and authenticity that online offerings lack. Jonathan shares a compelling framework for converting digital communities into real-life events and highlights the importance of physical products in driving value. He emphasizes the increasing demand for genuine interactions as people seek relief from digital overload.
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In-Person As The New Antitrend
- People are craving real-world, in-person experiences as an antidote to digital overload and AI-generated content.
- Jonathan Courtney flipped profitable digital offerings into higher-priced IRL versions that sell more easily and create scarcity.
Price The IRL Premium
- Charge premium prices for in-person experiences even if digital versions exist, because people value immersion and scarcity.
- Use simple, emotive marketing that emphasizes 'hang out with people' rather than complex online marketing tactics.
Convert Digital Ideas To Themed IRL Events
- Identify popular digital offerings and create themed, in-person versions that deliver immersion and social learning.
- Make events strictly in-person, limit tickets, and sell the social and experiential benefits over features.
