What I finally understood about getting the first 10 customers

It was a hot Friday afternoon.

Sweaty. Sleepy. The kind of day where you convince yourself that another iced coffee is a legitimate business expense.

I was pacing around my room, trying to figure out why my first course (Branding 101), something I had poured months into — wasn’t selling.

I had everything. Beautiful landing page. Testimonials. A solid curriculum.

But still... crickets.

So I did what every smart entrepreneur does when they don’t get results. I blamed the market.

"Maybe it’s the wrong time."
"Maybe people don’t get it."
"Maybe I need better design."
”Maybe it’s the Henry Ford Problem” (I’ll share about this later)

Nope.

What I actually needed was... a reality check.

See, I was trying to look polished. Trying to come off like I’d already sold hundreds of spots. Like the course was buzzing. Like I didn’t need anyone.

But the truth?

I needed my first 10 students. Badly.

Because those 10 are everything. They’re not just buyers. They’re proof the course works. They’re stories. Testimonials. Feedback loops. They shape the product. They validate the brand.

And for some reason, I was hiding that.

I thought showing hunger looked desperate. I thought being transparent might make me seem small. But the opposite is true.

Honesty creates urgency.

Because we don’t rush when something is hyped. We rush when something is real. So here’s me being real:

I’m doing everything in my power to make sure the first 10 people who join The Brand Engine receive something no one else will ever experience again.

Not because it’s a promo. But because they’re helping me. They’re part of building this. And I want to reward that.

Yes, the fee is significantly lower at the moment. But not forever. Because once I get the feedback, the reviews, and the early momentum? This course evolves. The fee reflects that. And this window closes.

And if you did signup to the waitlist dig your email for another little surprise.

That’s what urgency done right looks like. No pressure tactics. No fake countdowns. Just truth. It ends on June 13th.

If you’ve been watching The Brand Engine from the sidelines, waiting for a sign — This is it.

Come build with me. I’ve left the door wide open for the first 10. You in?

Join The Brand Engine Early Access Or just hit reply and ask me anything, happy to help.

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