How Solos Scale

Today, you’ll hear us break down why chasing a “personal brand” can boost your follower count while quietly hurting your pipeline. We revisit the MP3 framework (market the problem, the process, and the proof) and question whether parasocial content deserves a seat at the table. At the core is a simple tension: build a reputation around the problem you solve, not around yourself.In this episode, we talk about how personal or cathartic posts often attract peers instead of buyers. Nick shares why he’s “the most anti personal-brand person on earth,” and Erica explains how leaning too hard into parasocial content built the wrong audience. We compare influencer-style posting with a more deliberate approach focused on solving real problems for real clients.You’ll hear how we treat posts as limited inventory, why engagement metrics don’t equal revenue, and what separates having influence from being an influencer. We point to examples like Devin Reed, Brendan Hufford, Jen Allen-Knuth, Chris Walker, and Anthony Pierri to illustrate the difference. By the end, you’ll have a clearer view of how to create content that supports your business instead of the algorithm.(00:00) Intro(00:44) The MP3 framework explained(03:52) Debating the fourth P: Parasocial content(05:20) Personal branding vs. problem-solving(07:40) The pitfalls of parasocial content(11:32) Balancing personal and professional content(18:25) The influence of parasocial content on business(22:53) Final thoughts on content strategy(29:04) The trap of vanity metrics(30:17) Building an audience: lessons learned(32:47) Content strategy and inventory management(40:04) The role of parasocial contentStandardize your custom consulting services here: https://duoconsulting.co/ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.howsolosscale.com

Hey there,Today we’re back after a brief hiatus, and we’re tackling something we’ve been sitting on for months:How to elevate the problem.This is one of those concepts that sounds simple but changes everything once you see it. And it goes a layer deeper than just “market the problem.”When Nick first went solo, he made a classic mistake. He marketed to agencies by saying things like: you have no leads, your pipeline is dry, you’re going to have to lay people off. And he got a ton of inbound from it. The problem? Those buyers didn’t have the money to pay the rates he wanted to charge.So we started asking: what if we framed problems through success indicators rather than failure indicators?Instead of “your sales team keeps missing quotas,” try “your sales team is hitting quota, but you’re leaving money on the table because your top performers can’t scale their approach.”Same service. Completely different buyer.We break down a bunch of these examples in the episode, plus we talk through how this applies to your hooks, your offer positioning, your sales pages, all of it.And we share our own shift from Full Stack Solo to Duo Consulting and why elevating the problem was the key to going upmarket.The mini book on this is almost done and goes into way more detail. For now, the episode should give you plenty to chew on.Cheers,Nick and Erica(00:00) Intro(02:46) Elevating the problem framework(03:20) Story time: marketing the problem(09:15) Failure vs. success indicators(11:59) Practical examples and hooks(16:34) Moving upmarket and client psychology(20:33) Paranoid parenting gadgets(21:24) The value of discretionary spending(22:32) Understanding business problems(24:22) Targeting the right market(27:43) Marketing strategies and pitfalls(32:31) Pricing and market fitReady to standardize your offer and scale your consulting services to $50k+ months? Apply to work with us here: https://duoconsulting.co/ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.howsolosscale.com

Hey there,A few weeks ago, Nick left a comment on LinkedIn that said, “You can tell a lot about a person based on where they get their dopamine from.” It got way more traction than expected, which told us this was worth exploring deeper.Because the longer we do this work, the more we realize your business isn’t a separate entity from you. It’s an extension of you. And if you’re getting dopamine from limiting, extractive sources (social validation, achievement checklists, novelty chasing, doom scrolling), you’re probably building a business that depletes you.But if you’re sourcing it from expansive, regenerative places (creation, deep connection, learning, contribution), your business compounds and actually gives you energy back.In the episode, we walk through the full spectrum of dopamine sources and the traps each one creates.Like how achievement-based dopamine means the goalposts always move.Or how social validation makes you performative instead of just being yourself.Or how contribution-based dopamine can slide into self-sacrifice if you’re not careful.This isn’t about judging yourself for scrolling or checking likes. We’ve all been there. It’s about recognizing that your dopamine habits are quietly programming how you build your business, shaping whether it eventually becomes a prison or a source of deep fulfillment.Most solopreneurs never sit down and ask themselves what kind of business they actually want to build. They just start building and figure it out as they go. And years later, they look up exhausted, wondering how they got here.This episode is a foundation for thinking differently about that.Cheers,Nick and Erica(00:00) Intro(01:18) The dopamine discussion begins(03:34) Synthetic vs. natural dopamine sources(08:59) Achievement-based dopamine(11:44) Novelty-based dopamine(14:33) Social validation-based dopamine(16:54) Consumption-based dopamine(18:54) Control-based dopamine(20:30) Overcoming over-engineering(21:06) Extractive dopamine sources: competition(23:08) Expansive dopamine sources: creation(26:23) Expansive dopamine sources: connection(29:59) Expansive dopamine sources: learning(35:32) Building a regenerative businessReady to standardize your offer and scale your consulting services to $50k+ months? Apply to work with us here: https://duoconsulting.co/ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.howsolosscale.com

Today, you’ll hear how reframing your limiting beliefs can change everything about the way you work, create, and rest. You might believe that if you stop, everything will fall apart, but rest isn’t the opposite of productivity, it’s the source of it.In this episode, you’ll learn how to replace scarcity with trust and find freedom in how you run your business. You’ll hear stories about overworking, redefining success, and what it looks like to build a business that supports your life instead of consuming it.Throughout the conversation, we explore how mindset work leads to clarity, why redefining productivity matters more than chasing goals, and how rest can reconnect you to your purpose. You’ll walk away inspired to pause, reflect, and start creating success on your own terms.(00:00) Intro(02:26) Discussing limiting beliefs(05:18) The importance of rest and reframing productivity(11:09) Financial freedom and money mindset(20:04) Redefining success and purpose(28:29) Breaking free from traditional work hours(31:05) The power of mindset in business success(35:36) Overcoming limiting beliefs about money(41:43) The role of vision in achieving freedom(48:26) Challenging limiting beliefs to gain controlStandardize your custom consulting services here: https://duoconsulting.co/ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.howsolosscale.com

Hey there,Today, we’re diving into something that’s been eating at both of us lately: the difference between creating from inspiration versus obligation.We’ve all been there. You sit down to write that newsletter or record that podcast episode, and instead of feeling excited, you’re thinking, “I have to get this done by Friday or I’ve failed.”That shift from “I get to create this” to “I have to create this” changes everything about the work you produce.Erica’s been going through this with her newsletter. After years of shipping every Sunday, she’s hit a wall because her business has evolved beyond just being “the content person.” She’s not inspired to break down content choices anymore — she’d rather talk about solving bigger business problems. And you know what? That’s completely okay.The same thing happened to Nick with his 1000 Routes podcast. What started as genuine excitement about interviewing entrepreneurs became a chore of hunting for guests and slotting interviews into an already packed schedule.But this conversation goes deeper than just creative burnout. We realized that creating from inspiration produces work that people actually want to consume. When you’re genuinely excited about what you’re making, that energy shows up in the final product. People can tell the difference between checkbox marketing and something you couldn’t wait to share.Plus, creating from inspiration pushes you beyond easy thinking. It forces you to evolve your frameworks, develop new ideas, and stay ahead of anyone who might try to copy your work. As we like to say, copying locks you into someone else’s old thinking while they keep moving forward.We also get into why having some form of creative practice matters for solos (spoiler: it creates optionality in your business), what to do when you’re stuck in obligation mode, and why Nick keeps trying to convince Erica to start journaling.Cheers,Nick and Erica(00:00) Intro(00:58) Parenting hack: effective communication with kids(02:09) Main topic introduction: inspiration vs obligation(03:25) Defining inspiration and obligation(06:11) Personal struggles with obligation and identity(08:50) Balancing creative projects with business growth(14:31) The importance of creating from inspiration(16:52) The role of creative projects in business(20:12) Why inspiration fuels unique perspectives(22:14) How creating content creates optionality(24:18) Expansive thinking vs easy thinking(27:16) Copying vs original creative frameworks(28:41) Why content creation supports business evolution(29:49) Journaling as a creative breakthrough toolReady to standardize your offer and scale your consulting services to $50k+ months? Apply to work with us here: https://duoconsulting.co/ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.howsolosscale.com

Hey there,Today we’re talking about the practical, business-building boundaries that determine whether you run your business or it runs you.We started this conversation because we keep hearing the same questions from our clients:“Can I tell a client I don’t want to use their email system?”“Am I allowed to say no to joining five different communication channels?”“What do I do when they want to skip steps in my process?”The answer is simpler than you think: You get to decide.In this episode, we unpack why most solos hand over control of their time, processes, and client structure without realizing it. We share real examples of clients juggling five different inboxes, getting pulled into scope creep, and saying yes to everything because they’re worried about losing deals.You’ll hear us break down exactly how to set boundaries around communication channels, project scope, and client expectations without coming across as difficult or losing business. We also dig into why confidence in your process is more attractive to clients than being endlessly accommodating.Plus, we get into the weeds on strategy vs. execution, why “pick your brain” requests are problematic, and how to handle clients who think they know better than you do.One thing that might surprise you: In our experience, 99% of the time when you set a clear boundary with integrity and honesty, the outcome is positive. Clients respect expertise, and they want someone who knows how to run their business.Cheers,Nick and Erica(00:00) Intro(01:14) The importance of boundaries in business(02:13) Setting boundaries with clients(03:58) Managing client communication channels(08:20) Negotiation and business development(12:19) Handling client expectations(19:03) Maintaining focus and avoiding distractions(21:31) Encouraging client collaboration(23:09) The value of relationships in business(23:41) Navigating free work and boundaries(24:19) Balancing time and engagement(26:31) The value of strategy and execution(29:10) Collaborating with specialists(30:59) The importance of iteration(33:30) Communicating value beyond hours(36:36) Owning your expertiseReady to standardize your offer and scale your consulting services to $50k+ months? Apply to work with us here: https://duoconsulting.co/ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.howsolosscale.com

Hey there,In today’s episode, we’re centering the least talked about yet most important part of running a solo business:Your energy.Our claim: Energy alignment trumps everything else when choosing your service model.This conversation started when we came across a post claiming that retainers are "lazy" and that productized services are always the better choice.We have all of the thoughts, and we share them unapologetically in the episode.But this example aside, most solopreneurs over-rotate on what seems “good” on paper rather than what actually works for their life and energy levels.So to help you understand your business model choices, we break down the spectrum between fully custom services, standardized offerings, and completely productized solutions.(Most successful solos we work with land somewhere in the middle — they've standardized their process enough to sell confidently while maintaining the flexibility to serve clients properly without burning themselves out.)Plus, we share some real client stories about people who completely transformed their businesses simply by following their energy instead of fighting against it.One client went from dreading calls to being genuinely excited about her work again, simply by restructuring how she delivered her services.See you inside!Cheers,Nick and Erica(00:00) Intro(00:47) Why energy drives business success(02:03) Defining energy in business contexts(03:04) Retainers versus productized offers explained(09:25) Managing energy in business models(14:51) Creator versus service provider dynamics(17:56) Business models and energy tradeoffs(28:33) Recurring problems and productized models(29:49) Content’s role in recurring problems(30:35) Advisory and business development focus(32:47) Energy management in business growth(38:18) Standardizing complex client services(42:00) Adapting processes for efficiency(44:10) The impact of energy on a sustainable businessReady to standardize your offer and scale your consulting services to $50k+ months? Apply to work with us here: https://duoconsulting.co/ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.howsolosscale.com

Starting conversations can be awkward, especially with cringeworthy LinkedIn DMs that offer zero personalization. Explore examples of bad messages and learn how authenticity is key to engaging outreach. Simple gestures, like a heartfelt thank-you, work wonders in kicking off dialogues. Discover strategies for maintaining conversations and how content creation sparks connection. Ultimately, it's about turning those chats into meaningful relationships and referrals, emphasizing that genuine interactions are the true ROI.

We're back after a few weeks of sick toddlers derailing our recording schedule, and we just released something we're genuinely excited about.Today, we walk through our new CP3 framework: clarify the problem, clarify the person, clarify the process.It emerged while writing The Recognition Gap, our first-ever mini book, and it's the missing piece that bridges your offer design to your content creation.Most solopreneurs hit the Recognition Gap because they haven’t made a clear decision about what they want to be known for.They rely on word of mouth, custom-scope every project, and try to grow a business without ever getting anchored to the one thing they do best.In our experience, this happens because we’re scared. Scared of prospects thinking we can’t do more than advertised. Scared of losing hard-won skills to atrophy. Scared of being seen as unable or unwilling to solve versatile problems.The result is a business that evaporates the moment referrals slow down.The CP3 Framework solves that by helping you get clear on three things:* The Problem you solve* The Person you solve it for* The Process you use to solve itThis clarity changes everything.Ready to go deep into how to anchor yourself to a problem you're known for solving extremely well?See you inside the episode.Cheers,Nick and Erica(00:00) Intro(01:31) Launching Duo Consulting(01:54) The importance of viability in business(03:53) Combining offer design and marketing(06:12) Introducing The Recognition Gap mini book(08:02) The CP3 Framework: Clarify the problem, person, and process(13:58) Gaining clarity on the problem(23:53) Identifying the right person for your offer(33:58) The importance of process in scaling your business(37:59) The challenge of demand generation and the power of process(39:29) Charging for value, not time(40:59) Standardizing client engagement(43:23) The four phase framework(45:21) The importance of implementation(47:16) Adapting to client needs(54:33) Leveraging market signals(55:18) The business evolution journeyWant help standardizing and marketing your consulting services? Apply to work with us here: https://duoconsulting.co/ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.howsolosscale.com

Discover the art of defensible differentiation! Learn how specificity in your offerings—defining the problems you solve and your target audience—helps create a memorable identity in a crowded market. Uncover why having a unique point of view is essential and how it enhances credibility. Explore real-life examples like Erin Balsa’s and John Bonini’s strategies that illustrate effective differentiation. Get insights on navigating credibility through experience and the risks of relying on flashy features alone!