Katelyn Bourgoin (founder of Unignorable) joins Matt and Kolby to break down the 6 types of ownable ideas, the 5-question framework she uses to engineer one, why courses are losing value to AI-enabled "brainware" agencies, and a live audit of Matt's ownable idea.

Timestamps: 

• 00:00 Intro 
• 00:39 The Why We Buy → Unignorable Rebrand 
• 04:16 Ownable Ideas: Test Round (Sinek, Welsh, Sanchez) 
• 09:30 What an Ownable Idea Actually Is 
• 12:22 The 6 Types of Ownable Ideas 
• 16:26 How to Create Your Own (and Why It's Hard) 
• 18:55 The 5-Question Framework 22:10 Brené Brown Broken Down by the Framework 
• 24:16 Lightning vs. Engineered Ideas 
• 27:06 Live Audit: Matt's Overlap Effect Framework 
• 39:58 Brainware: The AI-Enabled Agency Thesis 
• 43:32 Productized Services as the New Course 
• 50:37 Accountability as a Service 
• 52:36 Sunsetting What No Longer Fits 
• 54:38 Where to Find Katelyn

📌 Resources Mentioned: 

• UNIGNORABLE
• Why We Buy newsletter
• Brian Balfour's Four Fits Framework 

🔗 Connect with Katelyn Bourgoin: 

• LinkedIn  
• Website & Newsletter

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