Make $1M+ in 2026 with this Trend (IRL is back)

Too Long; Didn't Watch — Summary

Explore how to capitalize on the anti-trend to AI by creating in-person experiences that offer authenticity and value.

Main Takeaways

• In-person experiences are increasingly sought after as a counter to digital overload.
• Creating exclusive in-person events can lead to higher ticket sales and engagement.
• Physical products enhance perceived value and customer connection.
• Small, dedicated audiences can successfully fill high-ticket events.
• The marketing advantages of in-person events include real scarcity and social proof.

Detailed Summary

Introduction (0:00 - 1:33)

The discussion opens with the potential for making a million dollars by focusing on in-person experiences rather than digital trends. Jonathan Courtney introduces the concept of the anti-trend to AI, emphasizing the demand for human connection.

The Anti-Trend to AI (1:33 - 5:53)

• The rise of digital fatigue has led to a craving for in-person experiences.
• Jonathan shares how his company transitioned from digital-only to in-person events, which sell out quickly despite higher prices.

Why IRL Events (5:53 - 9:09)

• In-person events create real scarcity and social proof, making them easier to market.
• The immersive nature of these events fosters better learning and connection among attendees.

Frameworks for Creating IRL Events (9:09 - 17:20)

• Identify popular digital offerings and create exclusive in-person alternatives.
• Use nostalgia and community-building themes to enhance appeal.
• Jonathan's successful event, "Summer Camp," exemplifies this strategy.

JC’s Process for Throwing IRL Events (17:20 - 30:27)

• Steps include choosing a date, finding a location, and directly messaging potential attendees.
• Emphasizes that a small audience can still lead to successful events.

The Power of Physical Products vs. Digital Offerings (30:27 - 36:22)

• Physical products create a stronger perceived value and connection than digital alternatives.
• Example: A $5,800 physical folder of business playbooks sold despite free digital versions.

Final Thoughts and Conclusions (36:22 - 42:25)

• The importance of in-person experiences as a business moat in a digital world.
• Encouragement to explore in-person offerings as a viable business strategy moving forward.

Notable Quotes

"In-person experiences create advantages digital CANNOT match."
— Jonathan Courtney

"These events are essentially a 3-day advertisement for everything else you offer."
— Jonathan Courtney

"You don't need a massive following to fill these events."
— Jonathan Courtney