What if the real growth problem isn’t persuasion at all?

In this interview with Meredith Arlinghaus, Craig Shoemaker Jon Brosio work to help untangle a dilemma that Meredith didn't see coming.

As the conversation unfolds confidence and client fit start to collide. Watch as Craig quietly flips the frame, questioning why we often default to “convincing” prospects instead of understanding what already moved them to act. A simple post-mortem question reveals more than most funnels ever do, and it exposes why so much messaging attracts the wrong people.

Jon adds a tactical layer, pointing out why most buyers are already decided long before a call and how subtle framing shifts change who leans in versus who opts out. Together, they connect ICP clarity, messaging discipline, and a counterintuitive growth decision many founders rush into too early.

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Author marketing expert Matt Holmes joins Craig Shoemaker and Jon Brosio to unpack this question: how can a creator scale revenue without scaling the number of one-on-one calls? This conversation dives into building a sustainable offer ecosystem, shifting from high-touch mentorship to leveraged group formats, and designing an author business that supports Matt's real life, instead of creating more overwhelm.

Relevant Links

- Matt Holmes’ Website: https://matthewjhomes.com

- The Author Advertising Blueprint (free book): Available on his homepage

Credits Editing by  @pokezach494_ ​

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Why do some entrepreneurs with world-class offers still struggle to sell, while others with simpler ideas scale into the millions?

According to Pedro Martins, the sales and positioning strategist behind names like Robin Sharma, Jay Shetty, Chris Voss, and Cody Sanchez, the answer isn’t the value of the offer.

In this episode of The Growth Question, Pedro breaks down the real reason positioning is hard and the two questions every high-ticket buyer is silently asking before they say yes.

This conversation will fundamentally shift how you think about marketing, messaging, and the psychology of premium sales.

Pedro has generated over nine figures in sales working behind the scenes with beloved brands and global companies including Coca-Cola and Microsoft, helping them turn attention into revenue by solving one of the most expensive problems in business: being misunderstood.

In this episode, you’ll learn:

🔹 Why positioning fails when it becomes about you instead of the problem you solve

🔹Why understanding your buyer’s internal narrative matters more than demographics

🔹The difference between a niche and a symptom (and why most creators pick the wrong one)

🔹 The two questions every high-ticket buyer needs answered:

🔹 How to conduct sales conversations that create inbound demand (not pressure)

🔹The real meaning of tension in messaging (and why releasing it too soon kills conversions)

About Pedro

🔹Stand Out or Fade Away book

https://www.amazon.com/Stand-Out-Fade-Away-Irresistible/dp/B0FRXS677K/

🔹Website

http://ppmartins.com/positioning

🔹Instagram/X:

@pedroswindfalls

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In this episode of The Growth Question, we coach Martin Jonen, a German SAP software engineer, trainer, and course creator now landing high-value corporate training deals in Switzerland.

Martin wants to know:

👉🏻 What proven strategies can consistently fill my courses and grow my business to 200K CHF?

We dig into funnels, pricing, value positioning, relationships with decision-makers, and how a course can become a pipeline into $60K–$70K+ training contracts.

If you’re a coach, consultant, or course builder selling into specialized or technical markets, this is a masterclass in moving from low-ticket course sales to high-ticket B2B engagements.

In this episode, you’ll learn:

🔹 Why underpricing can quietly destroy enterprise positioning

🔹 How to turn a course into a sales asset for corporate deals

🔹 The fastest way to qualify buyers and book high-value clients

🔹 A simple funnel upgrade that boosts conversions immediately

🔹 How to use stealth marketing inside your course to support sales

🔹 Why improving developer performance is a business-level ROI argument

Connect with Martin

👉 https://martinjonen.com

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What opportunity is hiding in your business that could unlock your next stage of revenue and growth?

In this episode of The Growth Question, we coach guitarist and improvisation educator Jeff Williams, who teaches players how to find your voice on the guitar. Jeff has a strong YouTube presence, a powerful lead magnet ecosystem, multiple courses, and a thriving Patreon community, yet he feels conversions aren’t matching the demand.

So Jeff brings his growth question:

👉 You’ve seen a lot of businesses like mine. What do you think is the biggest opportunity I might be overlooking right now?

What follows is a powerful breakdown on pricing, urgency, scarcity, conversion psychology, and why many creators unintentionally train their audience to wait instead of buy.

If you sell courses, run a membership, or monetize a YouTube audience, this episode will sharpen how you think about launching, selling, and structuring your offer stack.

Connect with Jeff Williams

👉 https://jeffwilliamsguitar.com

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This episode of The Growth Question dives deep into that exact challenge with YouTube scriptwriting expert George Blackman who’s the creator behind one of the most respected YouTube scripting systems online.

George has helped major YouTubers and brands sharpen their storytelling, boost retention, and turn casual viewers into devoted fans. But like many online educators, he’s wrestling with a big strategic shift:

👉🏻 Should his business be framed around the course that built his reputation... or the community that transforms his students’ results?

Together, we break apart George’s model, revenue mix, and the fears behind potentially flipping his entire offer stack. If you sell courses, run a community, or operate any kind of education business, this conversation could reshape how you package and sell your expertise.

In this episode, you’ll learn:

🔹 Why many creators feel pulled toward community-led business models

🔹 The surprising revenue breakdown of George’s course vs. community

🔹 How a system-based positioning can increase conversions and clarity

🔹 Pricing psychology and why some offers become too good a deal

🔹 How to avoid confusing your market when changing your core offer

🔹 When limiting access (not lowering price) can increase demand

Connect with George Blackman

👉 https://georgeblackman.com