Ped and Riley puncture the industry lie that the “perfect offer” attracts clients on its own. Ped shares how a six-month drought in 2019 humbled him into building a real pipeline instead of waiting on referrals. Riley walks through why common “fixes” (new branding, funnels, paid ads, mass outreach) either don’t fit most solo businesses or demand resources they don’t have—and offers a simpler path: have strategic conversations that surface real demand, then track it. The result is confidence, consistency, and control over your income.