Make $1M+ in 2026 with this Trend (IRL is back)

Key Concepts

• Anti-Trend: Deliberately going against prevailing trends, particularly in this context, against the widespread adoption of AI and digital-only solutions.
• IRL (In Real Life) Experiences: Emphasizing in-person interactions, events, and tangible products as a counterpoint to the digital world.
• Slow Media: A concept suggesting a return to more deliberate and in-depth content consumption, such as long-form articles or print.
• Osmosis Learning: Learning through passive observation and interaction in a shared physical space, rather than direct instruction.
• Scarcity and Urgency: Leveraging the inherent limitations of in-person events (limited tickets) to create a sense of urgency and exclusivity.
• Physical Products: The value and appeal of tangible items (like printed playbooks or physical workbooks) in an increasingly digital landscape.
• 1000 True Fans: A concept suggesting that a relatively small number of dedicated fans can sustain a business, particularly relevant for niche in-person offerings.

The Anti-Trend: Leveraging In-Person Experiences for Business Growth

This discussion explores the significant business opportunities presented by embracing "anti-trends," specifically by moving against the pervasive wave of AI and digital-only solutions towards in-person (IRL) experiences. The core argument is that while digital and AI-driven approaches are dominant, a substantial market craves authentic, tangible, and human-centric interactions.

The Decline of Social Media and the Rise of Digital Fatigue

The conversation begins by highlighting data suggesting a peak in social media usage around 2022, with younger demographics leading the decline. This trend, coupled with the proliferation of AI-generated content ("slop" or "brain rot"), creates an environment where people are increasingly seeking alternatives. The speakers note a personal shift away from extensive social media use, with a preference for more focused platforms like X, and even a desire to disengage from that. This digital fatigue, they argue, opens doors for "slow media" and more deliberate forms of engagement.

The Power of In-Person Events: A Case Study Approach

Jonathan Courtney shares his experience transitioning profitable digital offerings to in-person formats, finding them significantly easier to market and more engaging for customers.

• Facilitator.com Certifications:

  • Digital: A $6,000 online certification was the most popular offering for six years.
  • In-Person: A $14,300 in-person version, launched post-COVID, sold out three events immediately upon announcement. These in-person events are now either replacing or complementing the digital versions.
  • Marketing Advantage: The ease of marketing in-person events is attributed to people craving real-world experiences. The marketing copy for their "Full Stack Facilitator" program is simply "in-person incredible," with 50% of the marketing focused on the social aspect of "hanging out with people."

• Summer Camp Event:

  • Concept: An in-person event inspired by digital marketing and funnel-building communities, but with a nostalgic "summer camp" vibe, emphasizing fun and human interaction over purely transactional learning.
  • Execution: Stripped of all virtual elements, including recordings and virtual tickets, to maintain an "aggressively in-person" experience.
  • Pricing and Sales: Charged $6,800 per ticket and sold 30 tickets, described as the "easiest tickets" ever sold, despite the higher price point compared to digital alternatives.
  • Selling Points: Emphasized escaping the "dirty cave" and interacting with others, creating a "bubble away from everything else." The concept of "osmosis learning" – learning through conversations during breaks – was a key selling point, promoting "complete immersion" over solitary computer-based learning.

The Framework for IRL Success

The speakers outline a framework for leveraging the anti-trend of in-person experiences:

1. Observe Digital Trends: Identify popular digital-only offerings and communities.
2. Translate to IRL: Create an in-person version of these offerings.
3. Theme and Brand: Give the event a compelling theme (e.g., "Summer Camp," "Winter Camp") and a nostalgic or aspirational vibe.
4. Highlight Virtual Inferiority: Explicitly market why the in-person experience is superior to virtual alternatives.
5. Exclusivity and Scarcity: Make the event exclusively in-person and leverage limited ticket availability to create urgency.
6. Focus on Community and Fun: Position the event as a place for connection and enjoyment, not just learning.

The "Rented Village" Case Study: Extreme IRL Execution

Jonathan Courtney details the ambitious "AJ and Smart Retreat" where they rented an entire village in Piedmont, Italy.

• Inspiration: Inspired by yoga and wellness retreats, they adapted the concept for their facilitation topic.
• Pre-Sales Strategy:
  • Visited the location to gather footage and confirm feasibility.
  • Secured preliminary booking but did not commit financially until sales were confirmed.
  • Ran a campaign highlighting the location's beauty and the potential for fun.
  • Announced the retreat at the end of a webinar discussing the future of facilitation.
• Sales and Funding:
  • Sold out in two days, with tickets priced at $7,800 due to the high cost of renting the village ($100k).
  • This event, while large-scale, demonstrates the potential for high-ticket sales even with a smaller audience.
• Audience Requirement: While acknowledging that a larger event like the village retreat requires an audience, smaller events like "Summer Camp" (35 people) can be filled with a podcast audience of 1,000-2,000 listeners. The concept of "100 true fans" or even "10 true fans" is sufficient for filling niche in-person events.

Funding and Scaling IRL Initiatives

• Customer DMs for Funding: The "rented village" event was funded by direct messages to potential attendees.
• Leveraging Existing Spaces: The speakers suggest that businesses can often secure event spaces for free by pitching the value and appeal of their events to companies, especially if they are users of that company's products (e.g., using Teachable offices, or asking for space from platforms like School).
• Circular Business Model: The ClickFunnels model is cited as an example where events fund software development, and the software is then sold at the events, creating a self-sustaining loop.

The Tangible Value of Physical Products

The discussion extends beyond events to the power of physical products, exemplified by Alex Hormozi's "100 Million Playbooks."

• Physical Folder: Hormozi's $5,800 physical folder of playbooks is highlighted as a prime example of the value placed on tangible assets.
• Why People Buy:
  • Curation: In an age of easily generated digital content, curated physical materials are perceived as more valuable.
  • Referenceability: Physical items are more likely to be referenced and used as desk companions compared to digital PDFs.
  • Substance: A "big heavy thing of playbooks" feels substantial and worthwhile.
• Anti-AI/Digital: This approach is explicitly framed as an "anti-AI, anti-digital product" strategy.
• Workbook Format: Physical books designed as workbooks, even if inconvenient to produce and receive, offer a superior learning experience.

The "What People Need" vs. "What People Want" Distinction

A crucial point is made about prioritizing what customers need over what they want. While customers may express a desire for digital convenience, the speakers argue that in-person experiences and tangible products often provide a more effective and impactful outcome. This is illustrated by recommending in-person training over 2,000 digital licenses for a course, even if it's less convenient.

The "Legitimacy Anchor" of In-Person Experiences

In-person events and physical products serve as a "legitimacy anchor" for businesses. Seeing evidence of real people engaging in meaningful IRL activities (like the village retreat) builds trust and aspiration, differentiating businesses from potentially less credible online-only operations. Digital products can then serve as an entry point, leading customers towards these aspirational in-person offerings.

The "Unscheduled CEO" and the Future of IRL

The conversation concludes with a call to action for the audience to express interest in an in-person event hosted by the podcast host, Greg. The potential locations are Miami, Florida (winter) or Montreal, Canada (winter). The speakers reiterate that while in-person events are inconvenient, they offer a significant competitive advantage and a strong "moat" in today's business landscape. The inherent difficulty in executing these events deters many, creating an opportunity for those willing to embrace the challenge.