Hi {{first_name}},

I was thinking today about how hard business actually is.

You try something. It doesn't work. You try again. Still doesn't work. You adjust. Try again. Maybe it works a bit. You do more of that. It stops working. You figure out why. Try something else. On and on, forever. No finish line or point where you've "figured it out" and can coast.

Then I looked around at everyone selling courses and programs.

All promising to make it easy, claiming they've cracked the code, and people keep buying them.

Which made me wonder - if you run a business, you already know nothing is a silver bullet. 

You know it always requires trying and failing until you learn what works.

So why do we keep buying promises of certainty?

I did it for three years with LinkedIn. 

Knew outreach worked.

Watched others succeed with it. 

But kept looking for the "right" way. The easier way. The way that wouldn't require me to face the uncomfortable truth.

You don't know if it will work or how long you'll have to keep doing it. Nobody can tell you for certain.

You just have to do it anyway.

What finally changed wasn't finding better information. It was deciding I'd show up daily until it worked, no matter what.

That's conviction. Different from certainty.

Certainty is what we're trying to buy when we grab another course. Conviction is what we need to actually build.

On hundreds of discovery calls, I've noticed people have been burned by low-touch offers that left them to figure it out alone. So they're even more desperate for certainty next time.

But what they actually need is someone to help them learn to operate in uncertainty.

Not promising it will definitely work, guaranteeing specific results or eliminating the discomfort.

Just guiding them through enough attempts that they build the muscle to keep going when they don't know if it's working.

That's what I do in Authentic Navigators. 

You get the system. But more importantly, you learn to use that system your way. 

Try things. Adjust. Try again.

With guidance so you're not flailing alone. But without me doing it for you because that doesn't build the muscle.

It closes Friday at midnight. The $97/month founder rate locks in as long as you stay.

When it reopens mid-February, it's $297/month.

Join here: https://www.skool.com/the-linkedin-basecamp

Jack