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Join yours hosts Jeff Walker and Chris Saunders in welcoming Amy Small to the show this week! Amy is the genius behind Knit Collage, an inclusive community for wildly creative knitters and crocheters. After years of exhausting design jobs and a few wrong entrepreneurial turns, Amy crystallized her golden idea: the-knit along. She realized she had the resources and the design expertise to provide the yarn, the designs, the online courses, and the community support directly to consumers. And when she made each course into an 8-week sprint, she was amazed at how her customers helped each other out, and how learning how to knit became a catalyst for transformative self-actualization for her customers. Through this model, Amy created a lucrative business based on her ability to craft unique yarn and creative designs, and release them as limited-edition drops alongside time-sensitive online courses. There are so many incredible business lessons to absorb in this episode around building a following, weaving scarcity and transformation into your business model, and staying true to yourself. Amy did it her way and hit the jackpot at the same time – she's a perfect case study of the modern entrepreneur.

Key topics discussed:

• Follow Your Passion: The importance of your own passion and innate creativity in starting a business

• Selling Transformation: The necessity of baking a transformative experience into your business model (Amy sells the ability to access your inner child)

• Find Scarcity: How Amy also weaves the element of scarcity into her operation by dropping limited-run physical products

• Inclusivity: Amy's strategic efforts to foster an inclusive community around knitting

Key takeaways:

• Be Yourself: Amy had to learn the hard way not to tailor her creativity to market demands

• Keep it Simple: Don't overwhelm your following with constant changes to your offer. It's confusing for your customers and overwhelming for you and your team!

• Foster Community: Building up an enthusiastic community will help your product expand in all kinds of exciting ways

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