Ped and Riley tackle the lie that keeps many coaches broke: thinking the fix is to work harder, shout louder, or charge less. They show how “curse of knowledge” and feature-heavy proposals create admiration without commitment, then walk through a four-part offer that clients can instantly say yes to. Ped shares how reframing a program from modules to outcomes turned a struggler into a premium offer without changing the actual delivery. You’ll leave with a simple structure to shape your brilliance into something clients understand—and buy.