Done “circling back” from last year yet, first.name?
In this week's hotseat, we had the same realisation I see every January: people aren’t stuck because they need more motivation — they’re stuck because it's hard to sell to the right person at the right time.
In this newsletter:
The stage shift rule (so your lead magnet stops doing the least)
The January Cinematic Universe of tools from the community
A small next step if you want help applying it
THE BUSINESS OF COMMUNITY
The Lead Magnet Isn’t the Hero. The Stage Shift Is.
Most lead magnets are built like they’re the final boss.
They promise the whole transformation in one click. They try to prove you’re credible. They try to pre-sell the offer. They try to “convert”.
And then founders wonder why they’re sitting on 600 downloads and exactly zero sales. Or worse: a list full of people who treat their inbox like a junk drawer.
Here’s the uncomfortable truth: your lead magnet is not the hero. The stage shift is.
But: a lead magnet is not necessarily intended to result in a sale. A lead magnet should be designed based on where your buyer is in the awareness journey.
The real KPI: one stage forward
In yesterday’s Founder Hivemind Hotseat, we spoke about the five stages of awareness: unaware → problem aware → solution aware → product aware → most aware.
Most founders build content like it’s a straight line to “buy now”. But awareness moves more like a staircase. People take one step, breathe, look around, and then maybe take the next step.
Your job is not to drag them up the whole staircase.
Your job is to get them onto the next step.
That means the first question isn’t “what lead magnet should I make?”
It’s: “Where is my ideal customer right now in the awareness journey?”
The ‘stage shift’ test (so you stop building fancy PDFs no one reads)
If you’re deciding between a checklist, a PDF, a webinar, a challenge, a Notion template, a GPT, or a diagnostic… run it through this:
Who is this for, specifically? Unaware, problem aware, solution aware, or product aware?
What do they believe before they consume this?
What do they believe after?
If you can’t answer that in one sentence, you’ve built “content”. Not a lead magnet.
For example:
Before (symptom aware / edging into problem aware): “I’m posting consistently, but it’s not turning into enquiries. I keep assuming I need ‘more content’.”
After (problem aware): “I don’t have a lead journey. I’m missing a step that turns attention into intent.”
That after-belief is where motivation lives — because now they know what to fix (and what to stop doing).
The mistake: confusing the audience stage
A lead magnet is not automatically for Solution Aware people. In the awareness journey, a classic lead magnet (especially a diagnostic) is often best used for people who are still exploring the problem space (unaware → problem aware), because it helps them name what’s wrong.
Then, once someone becomes problem aware, your next touchpoint (often a webinar, workshop, or long-form content) can help them explore the solution space (solution aware) — without prematurely pitching a specific product.
Diagnostics and benchmarking
This is why I’m obsessed with diagnostics and benchmarking tools right now.
In the Hotseat, I shared how I’m using a diagnostic tool for my Systems Scorecard (hosted on ScoreApp) as the first step in my process because it shows me where someone stands before we jump on a call to discuss working together.
The point is: whatever you choose (diagnostic, checklist, template, challenge), it should match the buyer’s current awareness stage and create a clean stage shift forward.
A good diagnostic is basically a polite way of saying:
“Here’s what you’re doing.”
“Here’s what that means.”
“Here’s what it’s costing you.”
And when someone sees themselves clearly, they become much easier to help.
Not because you manipulated them. Because you gave them language that helped them better understand their problem.
Therefore allowing them to move down the awareness journey, and closer to buying.
The ‘stage shift’ you can steal today
Identify the awareness stage your ideal customer is currently in (unaware, problem aware, solution aware, product aware).
Choose the one belief they need to adopt to move to the next stage.
Unaware → Problem aware: “Oh, this is the real problem.”
Problem aware → Solution aware: “Oh, there are multiple solution paths, and here’s how to choose.”
Solution aware → Product aware: “Oh, this approach is the one that fits my constraints.”
Design the lead magnet or content so it delivers that single stage shift — not the whole transformation.
Only then invite them to the next step (call, webinar, community, etc.) at the right time.
This is not a funnel. Not a “value ladder”. Not a content empire.
Just a stage shift — at the right point in the journey.
Because when your marketing consistently moves people one step forward, you don’t need to be louder. You just need to be next.
And being the person who introduced the client to the problem, solution and product gives you a major advantage and BIG bunch of credibility when it comes to decision-time.
COMMUNITY BUSINESSES IRL:
January Sequels We Wish Existed
🧊”Let it go”… except you didn’t: If you’re “starting fresh” while quietly dragging last year’s broken tech setup behind you like a dead Christmas tree, this one’s for you. Venessa built a 3‑minute Tech Assessment to spot what’s actually worth fixing (and what’s just noise). → Stop avoiding, do the quiz!
🧙 “Wingardium Levio‑nah”: Non‑technical founders keep building software like it’s vibes + a deadline. Pearl built VerAIQ to force the “what must work or the business dies?” conversation before users and investors do it for you. → Confirm that your product is ready!
🧟 The Walking Dead: Nervous System Edition: January is here, but my body is still running Windows Vista. Lorien’s new book Rest Is A Skill is for the “wired + emotionally crispy + still showing up” crowd who hear “just rest” and want to commit a light crime. → Read this if ‘a nap’ feels like a fairytale
🤖 Skynet, but make it useful: If 2026 is “the year of the bot”, I’m saying yes — as long as it’s doing the boring stuff and leaving my personality alone. This free bundle has 50+ AI tools + workflows from people who actually use this tech in real life. → Hire a bot today (free)
🎬 “Keep the change, ya filthy animal”: If my content plan lives in 6 places, it’s not a plan. It’s a scavenger hunt. Notion is where I keep one content calendar, dump ideas + links, and turn “I should post” into “it’s scheduled, relax.” → Welcome to your systems intervention
FROM OUR FRIENDS AT LEVANTA:
Why AI Isn’t Replacing Affiliate Marketing After All
“AI will make affiliate marketing irrelevant.”
Our research shows the opposite.
Shoppers use AI to explore options, but they trust creators, communities, and reviews before buying. With less than 10 percent clicking AI links, affiliate content now shapes both conversions and AI recommendations.
WHAT YOU SAID LAST WEEK
Here’s where you’re stuck:
🟩🟩🟩🟩🟩🟩 🧲 I’m still building the audience (no consistent sales yet)
⬜️⬜️⬜️⬜️⬜️⬜️ 📉 I’m selling, but it’s inconsistent (feast-or-famine)
⬜️⬜️⬜️⬜️⬜️⬜️ 🧊 I’ve got paying members, but engagement is fragile
🟨🟨🟨⬜️⬜️⬜️ 🧯 I’m overwhelmed and I don’t know what system to fix first (2)
“I don't think I even have a product yet! Is this even a business. A hobby even!? I don't know anymore. 😆”
In my opinion, a hobby becomes a business when it becomes profitable. If you had to make 1 000 bucks tomorrow, what could you sell? Start there, and work backwards.
UPCOMING EVENTS
Vote in the poll, leave a quick comment, or hit reply — I read and reply personally to every single one.
