When I hit my first six figures I made a decision.
I was going to document everything. Every system. Every template. Every email script. Every client onboarding process. Every reporting framework. Every pricing structure. Every sales conversation. Every fulfillment workflow.
I thought I was documenting it for myself. So I would never have to rebuild it. So the knowledge would be preserved. So my business would be less dependent on any one person including me.
I was wrong about why I was documenting it.
I was documenting it because the documentation is more valuable than the agency.
The agency serves clients. Serving clients requires work. Work has a ceiling. The ceiling is the number of hours in a week multiplied by what you charge per hour which is a number that sounds large until you divide it by the overhead required to produce it.
The documentation serves everyone. Selling the documentation requires no client work. The documentation can be sold to an unlimited number of people at nine hundred and ninety seven dollars per person with no increase in the work required to produce it because the documentation already exists.
The agency was the credential.
The documentation is the product.
The credential justifies the price of the product.
The product is the course.
The course teaches you to document everything you do so you can sell the documentation to the people who want to do what you do but would rather buy the documentation than do the thing that produces documentation worth buying.
Which means the people who buy the course need to build an agency first.
And document it.
And sell the documentation.
To the people who want to do what they do.
And so on.
The documentation is nine hundred and ninety seven dollars.