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with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
The Most Expensive Rules in Your Business Are the Ones You Made Up
Josh R. was at the shop in Western Illinois at 4am, grinding mower blades.
Again.
He had a $2–3 million landscape business, crews to manage, customers to keep happy, equipment to maintain, and somehow he was still the guy standing there before sunrise doing blade prep.
Why?
Because his dad worked on one of the crews.
And Josh felt bad asking him to do it.
That was the whole system.
Not a spreadsheet. Not an operational requirement. Not some owner-level insight.
Just guilt dressed up as responsibility.
When Josh Long asked him, “What would happen if you didn’t show up for a day?” Josh couldn’t really answer. The question didn’t fit inside the world he was living in.
That’s how these rules work.
You don’t experience them as rules. You experience them as gravity.
They questioned the assumptions. Built systems. Hired better people. Got Josh out of the 4am blade-grinding business.
The next year, Robertson took his wife and kids on a two-week road trip.
The business ran without him.
Later, he sold it for 5x profit in an industry where 2–3x is usually the ceiling.
Same company. Different rules.
Josh Long says, “All rules are made up.”
He’s right.
Your operations. Your industry standards. Your idea of what the owner “has to” do. Most of it was invented by somebody, somewhere, then repeated long enough to feel like law.
Anthony Hilb had his own rule.
For more than a decade, he believed 5–7 cities was his limit. Then he sat at an AMN table with someone who had 17 locations and talked about it like it was perfectly normal.
Within a year Anthony was in 35 cities.
By 2025, 121.
The change wasn’t some magic marketing trick. In fact, he dramatically reduced his marketing spend.
The rule changed.
Mark Riffey broke a different one.
When I asked Mark what big decisions he’d made in the past year, he paused and said, “This is going to sound kind of stupid, but I don’t feel like I make a lot of big decisions.”
Mark built Enercalc into a structural engineering software company that doesn’t depend on him sitting in the middle of every decision like a load-bearing wall.
He hires carefully.
Then he gives people real ownership and gets out of the way.
His job, as he puts it, is “clearing roadblocks for people that maybe they can’t clear for themselves.”
Most owners never question the rule that says, “I have to be at the center of every decision.”
They just keep obeying it.
Then they wonder why the business they supposedly own slowly turned into a job with more liability and worse hours.
“Mind-Blowing. The Best I’ve Ever Seen.” – Rob Kosberg on Why AMN Stands Apart from Every Other Mastermind
– Rob Kosberg, Founder
Best Seller Publishing
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
What do you want your business to do for you?
Fund the trip you keep postponing?
Run well enough that a two-week absence doesn’t require a fire drill?
Give you breathing room?
Stop making you the emergency generator, janitor, therapist, sales manager, and final approval stamp?
If your business isn’t giving you that yet, the missing piece may not be strategy.
It may be a rule you invented years ago under pressure, never questioned, and now obey like Moses brought it down from Sinai.
That’s what Advanced Mastery Network is for.
To find the made-up rules.
Then break them.
Here’s why this matters more now than it did even 18 months ago.
AI is flattening entire industries.
Things people charged fortunes for… copywriting, coding, design, research, lead generation… are turning into utilities. Fast.
A guy with three employees and the right systems can suddenly compete with companies that needed 40 people five years ago.
Which sounds exciting…
Until you realize AI also exposes weak businesses with terrifying speed.
We talked to 180 business owners about AI adoption. Some barely touched the stuff. Others had custom GPTs, automated workflows, AI woven into sales, operations, customer service, everything.
And you know what?
The bottlenecks were almost identical.
Unpredictable traffic. Thin margins. Owners trapped in the middle of every important decision. Constant operational drag.
AI accelerated output.
But it didn’t fix the architecture.
Because the real constraint usually isn’t execution.
It’s the structure underneath the execution.
A bad business with AI is often just a faster bad business.
If the rules you’re following aren’t foundational principles, AI is going to expose you.
But if your business is built on real principles — a Star position in a growing market, Network Effects that strengthen with every customer, a moat competitors can’t cross — those things compound while everybody else drowns in an ocean of instantly-generated sameness.
The question isn’t whether AI will disrupt your industry.
It will.
The question is whether you’re building something it can’t commoditize.
Most business owners are using AI backwards.
More content. More output. More automation layered on top of assumptions they’ve never examined in the first place.
AI doesn’t fix the architecture underneath the business. It accelerates whatever is already there — good or bad.
That’s where our AI expert, Scott Schang, comes in.
Scott’s role inside AMN is helping members apply AI through the lens of principles that create durable businesses. Every system he builds starts there first: Star. Network Effect. Simplify. Tactical Triangle.
We call it SuperConductor.
I call it getting me out of my own head and into a tool built around my specific business.
What this means in practice: before you even walk into an AMN session, Scott’s system has already been working on your business.
You receive a report — usually around 12 pages — identifying assumptions, bottlenecks, hidden constraints, and places where you may have been solving the wrong problem for years.
And then the real fun starts.
We don’t spend much time in AMN diagnosing and “getting to know” your business. We dig right in and start fixing the foundational cracks.
Scott’s standing instruction to every AMN member:
“You are crazy if you are not calling me.”
That’s not marketing copy.
That’s a literal instruction.
You get on a call with Scott and say, “Here’s what’s happening.” Then Scott starts tracing the flow of the business:
Where is time leaking?
Where is complexity multiplying?
Where are humans doing work software should handle?
Where are people solving the same problem over and over?
Recently he was talking with Gil, one of our Roundtable members. Different industry entirely. Nothing about the business screamed “AI opportunity.”
Within about 15 minutes, Scott identified changes that could likely give Gil back roughly 10 hours a week.
Ten hours.
And they hadn’t even built anything yet.
That was just the diagnosis.
For some members, that’s enough. Others go further — custom GPTs, internal systems, AI workflows designed specifically for their operation.
But the important part is the access.
You can get on a Zoom and say:
“Scott, here’s where I’m stuck.”
And somebody who understands both AI and business architecture helps you think clearly again.
Most people are using AI to accelerate activity.
In AMN we use it to remove constraints.
That’s a very different direction.
Here’s what’s new
This year, Josh and I are ratcheting up the AI component of AMN considerably. Not because AI is a trend worth chasing.
Because the members leaning into it are producing work that is genuinely in a different category,,,,and they’re doing it now, not in some future version of their business.
Rodrigo Del Campo is a Roundtable member. At the beginning of this year he made a decision: he was going all in on AI.
Not dabbling.
Not automating a few tasks.
Going deep.
Now, the proposals and work plans he’s putting in front of clients are a level above anything they’re used to seeing.
His clients don’t know exactly what changed.
They just know something is different.
And better.
That’s what happens when you stop using AI as a toy and start using it as an extension of your expertise.
Josh has a framework for where most businesses actually are with AI…and where they need to go.
- Level 1 is AI as a thought partner. Brainstorming, drafting, summarizing. Individual contributors using ChatGPT or Claude on their own. Useful. But not structural.
- Level 2 is AI as an assistant. Integrated into real workflows, producing measurable time savings that compound across weeks. Not hypothetical examples. Live workflows.
- Level 3 is AI as a teammate, autonomous agents running defined workflows end to end across sales, ops, and support, without a human in the loop for every step. Greater team output without team growth.
- Level 4 is where the whole system runs on AI infrastructure. Revenue and operations scale without proportional hiring. Structural. Compounding. Competitive.
Most 7-figure businesses are at Level 1.
Some are scratching the surface of Level 2.
AMN is going to move you up that ladder deliberately, in sequence, in ways that compound.
Every hour your team reclaims at Level 2 is capital you can redeploy into growth.
But here’s where it gets really interesting.
The AI conversation inside AMN isn’t only about automation.
It’s about something Josh calls Talent Engineering.
And once you understand it, you stop looking at your org chart the same way.
Most businesses stall somewhere between $2M and $10M.
Not because of marketing.
Not because the offer stopped working.
Because of people.
Specifically, the wrong person in the wrong seat.
Josh calls it the Talent Ceiling.
It’s set by the lowest-fit person in any critical role.
And until you raise that ceiling, nothing else you do — no marketing, no AI, no new strategy — moves the number in any lasting way.
He measures this with a concept called Revenue Alpha: Role Output Value minus Total Role Cost.
Every key seat in your business has an Alpha.
A positive Alpha means that person is producing more than they cost.
A negative or flat Alpha is an intervention signal.
Not a performance review.
Every person in your business fits one of four archetypes.
- Builders own outcomes, create process, and raise the ceiling for everyone around them.
- Executors follow process and deliver consistently.
- Supporters are task-based — fine in the right seat, costly in a key one.
- Anchors drag the team, resist change, and lower the ceiling for everyone around them.
Here’s the urgent part.
AI multiplies Alpha.
In both directions.
Put AI tools in the hands of an Executor and their output can reach Builder level.
Their Alpha doubles.
Put AI tools in the hands of an Anchor and you get the same drag at higher speed.
Faster, louder noise.
More of the same problems, generated more efficiently.
Fit has to come first.
AI is the multiplier.
In that order.
Always.
Fund the trip you keep postponing?
Run well enough that a two-week absence doesn’t require a fire drill?
Give you breathing room?
Stop making you the emergency generator, janitor, therapist, sales manager, and final approval stamp?
If your business isn’t giving you that yet, the missing piece may not be strategy.
It may be a rule you invented years ago under pressure, never questioned, and now obey like Moses brought it down from Sinai.
That’s what Advanced Mastery Network is for.
To find the made-up rules.
Then break them.
Here’s why this matters more now than it did even 18 months ago.
AI is flattening entire industries.
Things people charged fortunes for… copywriting, coding, design, research, lead generation… are turning into utilities. Fast.
A guy with three employees and the right systems can suddenly compete with companies that needed 40 people five years ago.
Which sounds exciting…
Until you realize AI also exposes weak businesses with terrifying speed.
We talked to 180 business owners about AI adoption. Some barely touched the stuff. Others had custom GPTs, automated workflows, AI woven into sales, operations, customer service, everything.
And you know what?
The bottlenecks were almost identical.
Unpredictable traffic. Thin margins. Owners trapped in the middle of every important decision. Constant operational drag.
AI accelerated output.
But it didn’t fix the architecture.
Because the real constraint usually isn’t execution.
It’s the structure underneath the execution.
A bad business with AI is often just a faster bad business.
If the rules you’re following aren’t foundational principles, AI is going to expose you.
But if your business is built on real principles — a Star position in a growing market, Network Effects that strengthen with every customer, a moat competitors can’t cross — those things compound while everybody else drowns in an ocean of instantly-generated sameness.
The question isn’t whether AI will disrupt your industry.
It will.
The question is whether you’re building something it can’t commoditize.
Most business owners are using AI backwards.
More content. More output. More automation layered on top of assumptions they’ve never examined in the first place.
AI doesn’t fix the architecture underneath the business. It accelerates whatever is already there — good or bad.
That’s where our AI expert, Scott Schang, comes in.
Scott’s role inside AMN is helping members apply AI through the lens of principles that create durable businesses. Every system he builds starts there first: Star. Network Effect. Simplify. Tactical Triangle.
We call it SuperConductor.
I call it getting me out of my own head and into a tool built around my specific business.
What this means in practice: before you even walk into an AMN session, Scott’s system has already been working on your business.
You receive a report — usually around 12 pages — identifying assumptions, bottlenecks, hidden constraints, and places where you may have been solving the wrong problem for years.
And then the real fun starts.
We don’t spend much time in AMN diagnosing and “getting to know” your business. We dig right in and start fixing the foundational cracks.
Scott’s standing instruction to every AMN member:
“You are crazy if you are not calling me.”
That’s not marketing copy.
That’s a literal instruction.
You get on a call with Scott and say, “Here’s what’s happening.” Then Scott starts tracing the flow of the business:
Where is time leaking?
Where is complexity multiplying?
Where are humans doing work software should handle?
Where are people solving the same problem over and over?
Recently he was talking with Gil, one of our Roundtable members. Different industry entirely. Nothing about the business screamed “AI opportunity.”
Within about 15 minutes, Scott identified changes that could likely give Gil back roughly 10 hours a week.
Ten hours.
And they hadn’t even built anything yet.
That was just the diagnosis.
For some members, that’s enough. Others go further — custom GPTs, internal systems, AI workflows designed specifically for their operation.
But the important part is the access.
You can get on a Zoom and say:
“Scott, here’s where I’m stuck.”
And somebody who understands both AI and business architecture helps you think clearly again.
Most people are using AI to accelerate activity.
In AMN we use it to remove constraints.
That’s a very different direction.
Here’s what’s new
This year, Josh and I are ratcheting up the AI component of AMN considerably. Not because AI is a trend worth chasing.
Because the members leaning into it are producing work that is genuinely in a different category,,,,and they’re doing it now, not in some future version of their business.
Rodrigo Del Campo is a Roundtable member. At the beginning of this year he made a decision: he was going all in on AI.
Not dabbling.
Not automating a few tasks.
Going deep.
Now, the proposals and work plans he’s putting in front of clients are a level above anything they’re used to seeing.
His clients don’t know exactly what changed.
They just know something is different.
And better.
That’s what happens when you stop using AI as a toy and start using it as an extension of your expertise.
Josh has a framework for where most businesses actually are with AI…and where they need to go.
- Level 1 is AI as a thought partner. Brainstorming, drafting, summarizing. Individual contributors using ChatGPT or Claude on their own. Useful. But not structural.
- Level 2 is AI as an assistant. Integrated into real workflows, producing measurable time savings that compound across weeks. Not hypothetical examples. Live workflows.
- Level 3 is AI as a teammate, autonomous agents running defined workflows end to end across sales, ops, and support, without a human in the loop for every step. Greater team output without team growth.
- Level 4 is where the whole system runs on AI infrastructure. Revenue and operations scale without proportional hiring. Structural. Compounding. Competitive.
Most 7-figure businesses are at Level 1.
Some are scratching the surface of Level 2.
AMN is going to move you up that ladder deliberately, in sequence, in ways that compound.
Every hour your team reclaims at Level 2 is capital you can redeploy into growth.
But here’s where it gets really interesting.
The AI conversation inside AMN isn’t only about automation.
It’s about something Josh calls Talent Engineering.
And once you understand it, you stop looking at your org chart the same way.
Most businesses stall somewhere between $2M and $10M.
Not because of marketing.
Not because the offer stopped working.
Because of people.
Specifically, the wrong person in the wrong seat.
Josh calls it the Talent Ceiling.
It’s set by the lowest-fit person in any critical role.
And until you raise that ceiling, nothing else you do — no marketing, no AI, no new strategy — moves the number in any lasting way.
He measures this with a concept called Revenue Alpha: Role Output Value minus Total Role Cost.
Every key seat in your business has an Alpha.
A positive Alpha means that person is producing more than they cost.
A negative or flat Alpha is an intervention signal.
Not a performance review.
Every person in your business fits one of four archetypes.
- Builders own outcomes, create process, and raise the ceiling for everyone around them.
- Executors follow process and deliver consistently.
- Supporters are task-based — fine in the right seat, costly in a key one.
- Anchors drag the team, resist change, and lower the ceiling for everyone around them.
Here’s the urgent part.
AI multiplies Alpha.
In both directions.
Put AI tools in the hands of an Executor and their output can reach Builder level.
Their Alpha doubles.
Put AI tools in the hands of an Anchor and you get the same drag at higher speed.
Faster, louder noise.
More of the same problems, generated more efficiently.
Fit has to come first.
AI is the multiplier.
In that order.
Always.
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
Every expert who has been operating for 10, 15, 20 years has accumulated something most people never think to value:
Implicit knowledge.
Frameworks you use instinctively.
Patterns you recognize without consciously naming them.
Judgment built from thousands of decisions.
Stories, language, distinctions… a whole body of work that lives in your head and nowhere else.
AI can unlock that.
Phil Lykosh runs a tree cutting service.
Not a marketing agency.
Not a consulting firm.
A tree cutting service.
When he started feeding his trade documentation into AI, he found a goldmine of accumulated expertise he’d never thought to systematize.
The same thing happens with white-collar professionals, consultants, service businesses, operators of every kind.
The knowledge is already there.
AI is the tool that surfaces it, connects it, and makes it usable at scale.
That’s the AMN opportunity in 2026.
Not just running your business more efficiently.
Exponentiating what you already know.
And starting this year, every AMN member gets SuperConductor included.
No separate RenAI subscription required.
Scott’s system, the one that builds a personalized AI engine from your business, your thinking, and your market, is part of your membership.
The room is getting smarter.
The tools are getting sharper.
The gap between our members doing this…and everyone else…widens every month.
Change is coming.
We both know it.
As William Butler Yeats wrote:
“Things fall apart; the centre cannot hold…”
War in the Middle East. War in Europe. $6 gasoline. Tariffs rewriting global supply chains overnight. Federal debt loads that would have been unthinkable a generation ago. AI displacing entire job categories faster than anyone predicted.
Some massive shockwaves are already hitting.
More are coming.
But what sort of change?
Aye, there’s the rub.
Nobody can predict exactly what changes or when.
So the best entrepreneurs can do is minimize the downside and maximize the upside.
And the best way to do that?
You need a Board of Advisors with a track record of predicting, pivoting, and profiting from change.
I’ll put my track record in that department up against anyone’s.
Over the last 20 years, I’ve worked with thousands of entrepreneurs in hundreds of industries. I’ve helped business owners see around corners, identify threats early, and pivot while everybody else was still arguing about whether the market had changed.
- I’ve been at the forefront of internet marketing and now the AI revolution reshaping every industry on earth.
- Cracked the code on Google Ads and wrote the bestselling books on Google and Facebook.
- Invented the 80/20 Skew Curve that helps entrepreneurs see into the future and know what products and pricing maximize revenue.
- Created the Tactical Triangle with Jack Born — my Theory of Everything for fixing sales funnels by focusing on the angle of greatest return.
- Coined “Network Effect for Mere Mortals” and showed 7-figure businesses how to capitalize on the most powerful business strategy of the 21st century.
- Advised FanDuel and LoanBuilder, both now billion-dollar companies.
- Popularized “80/20” as a VERB.
- Taught entrepreneurs concepts like 95/5, 99/1, and Fractal 80/20.
My co-pilot is Josh Long, author of Bottleneck Breakthrough and one of the sharpest operational minds I’ve encountered in 20 years of working with business owners.
Josh has an uncanny ability to find the real bottleneck — the one you’ve been blaming on marketing or timing or the economy — when the problem is actually somewhere else entirely.
Scott Schang is our AI and SuperConductor architect.
Scott has built AI systems for some of the most sophisticated operators in our world, and his standing instruction to every AMN member is simple:
“You are crazy if you are not calling me.”
Between the three of us, you are not going to find a more battle-tested, AI-forward, operationally grounded advisory team working with 7-figure business owners anywhere.
With a team like that, I obviously can’t accept just anyone.
Do You Qualify for Advanced Mastery Network?
Qualification #1. You MUST be Growth and Investment Oriented
Members of Advanced Mastery Network are entrepreneurs who recognize the value of getting themselves into the right rooms with the right people.
When I first announced Advanced Mastery Network, Justin Eckrich said:
“When I heard how expensive it was, I knew I had to be in that room. I knew I had to be around people who were that serious about their business.”
Daniel Hammond said:
“You cannot put a price tag on being in a room with successful, engaging, intelligent people. You may walk into a room like this with something you feel is a real problem and the men and women in there can fix it for you in a matter of seconds.”
That’s the power of being in the right room with the right people.
You go from lone wolf to bionic wolverine.
At one of our AMN meetings Robert Michon quoted Alan Kaye:
“A change in perspective is worth 80 IQ points.”
Amen.
And probably several million dollars too.
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
Qualification #2. You MUST have an Established 7-Figure Businesses
You may have been in peer advisory groups where some or most of the business owners simply weren’t at your level.
You thought:
“Why are they here?”
Everyone in AMN is at your level.
For the past 10 years, that’s what I’ve concentrated on most:
How do we help 7-figure businesses become 8-figure businesses?
I spend almost all my Planet Perry time advising 7-figure clients on how to get to 8.
All my seminars — Star Principle, Rosetta Stone, Truth, the Summit with No Name — have been aimed at solving the problems of the 7-figure desert.
So are you in the 7-figure desert?
8 figures is where the magic happens.
But most business owners never make it.
Can you?
And can you do it before the next correction?
That is the question.
Let’s get you an answer.
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
Qualification #3. You MUST be Open to New Strategies — Including AI
AMN wolverines are open-minded and willing to embrace Star Principle, Simplify, Network Effect, Tactical Triangle Takeover, and now the AI frameworks separating the operators who compound from the ones who get left behind.
Mark Riffey knew he had a sellable business.
Problem was, he wasn’t the owner of the business, just a major stakeholder. And the owner kept saying he wanted to sell, but would never move forward.
So we walked Mark through a process of renegotiating the owner’s role. What needed to be in writing. What needed to be nailed down and aligned.
Network Effect.
Simplify.
Star Principle.
We spent six months dialing that in so Mark could get the highest possible multiple for the sale.
Result?
Mark turned down an offer of $20 million.
Then accepted an offer of $32 million.
If you want to raise your game to the upper 3–5% of entrepreneurs like Mark, Advanced Mastery Network is where you should be.
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
Qualification #4. You MUST be willing to embrace 80/20
You must be willing to embrace 80/20 in order to remove yourself from the day-to-day operations of your company as much as possible — to delegate, automate, and streamline processes so YOU can exercise your unique strengths.
As Josh Long says:
“I’ve never met the owner of a 7-figure business who was happy. They just don’t exist.”
7 figures is where the problems become bigger than you.
Karen runs a Star info-marketing business.
She’d hit the 7-figure mark. Leads and customers were pouring in even without paid advertising.
But she had the same problem every 7-figure owner has:
Not enough Karen to go around.
“Karen,” I said, “when I first looked at your business, I asked if it was a money-burning Star. Because Stars do burn money in the early stages. But your business is not a money-burning Star.
It is a Karen-burning Star.”
So we helped Karen transform the business so it could run on fuel sources besides Karen.
“I used to feel like I was trying to ride a horse that kept bucking me off,” she said. “Now I feel like I’m finally riding the horse. I feel like I’m proactive instead of reactive for the first time in years.”
Karen even got to go on her first vacation in years.
And she didn’t worry about the business while she was gone.
Sometimes You Just Need a Landmine Removal Service
Matt Coffman’s Therapy Practice Accelerator had helped over 2,000 therapists grow their practice.
Matt had 100 testimonials from happy clients.
But by 2021, revenue had plateaued around $2 million.
So Matt joined Advanced Mastery Network.
In the process of solving their marketing and sales funnel, he realized there were deeper problems in the leadership structure of the company.
That led to a major restructuring.
Josh Long, Robert Michon, and I were instrumental in helping Matt navigate the process without stepping on landmines.
Our advice saved Matt at least $300,000 in the negotiation.
Then we overhauled the sales funnel and boosted revenue 50% between Fall 2022 and Spring 2023.
Q1 profits were up 300% year over year.
Matt now has a company that runs more smoothly.
And Matt has a lot more confidence about where the company is headed.
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
Are You Ready for Advanced Mastery Network?
Is your business on track to earn over $1 million in revenue this year?
Do you want to make it to the crucial $10 million mark before the next correction hits?
Do you know you need to leverage Star Principle, Simplify, Network Effect, Tactical Triangle Takeover — and now AI — to get there?
Are you NOT an Amazon dropshipper, MLM, or in a captive industry like financial planning?
Then you might be ready to leverage the strategies, networks, and advice that can keep you alive — and growing — when the next crash happens.
Email Josh at [email protected] to have a conversation.
He’ll tell you honestly if AMN is the right fit for where you are right now.
He’ll also tell you if it’s not.
Nobody is going to pressure you into something that doesn’t make sense.
The only requirement:
A 7-figure business.
Carpe Diem,
Perry Marshall
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
FAQs about AMN
1. Why is it so expensive?
Well, as Justin Eckrich said above, we are looking for entrepreneurs who hear the price and say, “If it’s that expensive, I need to be there.” But I’ll quote another member to answer the question…
“It’s really hard to NOT get a good ROI”
Advanced Mastery Network member Stephen Anson runs a couple of digital agencies for doctors, chiropractors, and dentists.They have a few thousand clients in 21 countries. They were rocking and rolling.
Then 2020 happened. Suddenly, hardly anyone could see a doctor, chiropractor, or dentist.
Disaster for Stephen and his crew?
No, because Stephen followed our advice in AMN.
And, like 80% of our AMN members,
they actually grew during the difficult times!
Stephen says, “It’s really hard to NOT get a good ROI from AMN.”
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
2. How is this different from other peer advisory groups I could join?
As Damien said above, he doesn’t know of any other group teaching the concepts we teach in AMN. The 80/20 Skew Curve, Network Effect, Simplify, Star Principle, Tactical Triangle Takeover. But I’ll let another member answer.
Chris Scott’s company had stalled out at $3 million per year. He knew they needed help. But he was skeptical about joining AMN…
"One of the concerns I had before joining AMN was 'Is it really going to work?'
“Can AMN really help a business owner achieve higher levels of revenue? Can it really help somebody grow their business to that degree?
"And when we got into AMN, it became apparent very quickly that we had made the right decision."
We analyzed their 80/20 Skew Curve. Together we saw that the curve indicated a massive opportunity for more revenue if they could craft the right high-ticket offer.
The Results: Chris and Garry launched their $297/month done-for-you solution in December to a small sample of their members. Forty percent signed up!
They now have over 200 members on the new higher-priced plan and are scaling the offer. They’re off to the races!
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
3. What is the Time Commitment? I’m too busy already!
Well, as Karen’s story above illustrates, if you have a 7-figure business and are too busy to spend 2 days twice a year in Chicago, and attend a handful of Zoom calls…you REALLY need AMN!
One of my prime objectives is to help you grow your business while you work LESS.
If we don’t do that, we’re doing it wrong. Here’s an example of doing it right. Read to the end to get the kicker. If you think we make you work more, Matt’s story will blow that idea clean out of your head…
Matt Coffman gave an obsession report to the group a couple of weeks ago.
What’s an obsession report?
Well, 7-figure entrepreneurs are obsessive. Almost without exception. We can go deep down rabbit holes and lose track of time. We don’t skim the surface.
That can be a superpower. But more often it’s kryptonite. It is very easy to obsess on the wrong things. And that leads to death.
What has Matt been obsessed with?
Testimonials. Matt has an elaborate and powerful process for his team to garner great testimonials.
Is this worth obsessing over? 100%
First, if you’re looking to maximize testimonials, you need to make sure your customers are getting good results. This can uncover needed improvements in almost every aspect of your business.
Second, gathering mountains of PROOF is almost always $1000 per hour work.
So are…
- Traffic
- Definitive Selling Proposition
- Economics
- Tactical Triangle, Star, Simplify, Network Effect
- Hiring processes
But MOST entrepreneurs spend waaaaaay too much time optimizing on the WRONG variable. Obsessing over what should not be obsessed over. At least not by YOU.
Remember what I said about entrepreneurs being obsessive? Well, Matt's obsession over the RIGHT things gives him enough money and time to dive deep into his other obsession…classical guitar.
Matt practices guitar 2 hours every day.
And has done so for over 1,000 days in a row.
He considers it his Renaissance Time.
There is probably nothing more important for a 7-figure entrepreneur to do than to identify what exactly they should be obsessing on…and what should be delegated, eliminated or automated.
Getting to 8 figures requires it.
And that’s what we help you do in Advanced Mastery Network.
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
4. How do I know if AMN is a good fit for my business or industry?
If you’ve read this far, you’ll have seen quotes and stories from successful AMN members in…
- Data Science
- Therapy
- Real estate
- Appliance Repair
- Architectural Software
- Enneagram coaching
- Book writing and publishing
- Digital marketing
And over the last 20 years I’ve advised thousands of entrepreneurs in hundreds of industries. Josh, Robert and John add another few hundred!
As Alan Kaye said, “A change in perspective is worth 80 IQ points.”
That’s why I’ve always run (and been a part of) multi-discipline peer advisory groups. When everyone is in the same industry, you just don’t get the perspectives you need.
So, unless you’re an Amazon dropshipper or are in a multilevel marketing business, AMN will fit your business and industry as well.
All that being said, there are some businesses that are especially well-suited to benefit from AMN…
- Local brick and mortar with a huge potential for national or international scale
- Info marketers with unexploited Network Effect opportunities – you’re fairly certain you can “uberize” your industry via territories, licenses, proteges or agents, but you’re bewildered by the options
- SaaS Companies, Marketing Companies, and Traffic Agencies... We’ve mapped out strategic moves you need to make that will unlock blue oceans, help you take over more of the Tactical Triangle for your clients, and build a more stable, scale-able AND profitable business
- Businesses with a strong USP in “boring” industries like roofing
- Businesses with more sophisticated marketing needs than “sales funnel tweaks”
- Question Mark businesses:
Most successful businesses in Planet Perry are what Richard Koch would call Question Mark business.
And when you have a Question Mark business one of the most important things you need to determine is “Can my business become a STAR? Or should it become a Cash Cow?”
And you need to figure that out fast! Because the strategies are very different for each. Choosing the wrong strategy can be disastrous.
At AMN we’ll figure out which path you need to take and slingshot you in the right direction.
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
5. What is the AMN Curriculum and Schedule?
Kickoff: We will make rapid progress in the first few weeks. On-boarding begins mid-June. The first few weeks will be an inventory of the people and businesses we have in the group. The entire direction of the course will be determined most by who and what we have. This all by itself will enable you to learn things about yourself and your chops you did not know before.
Aggressive Pace: The group will meet online approximately every two weeks. I will expand upon the material I presented at Rosetta Stone and Truth Seminar, making everyone in the group proficient in all skills.
We alternate between the following agendas:
Tactical Triangle / Axis Shift: Josh Long and I record a session drilling down into a different facet of the Tactical Triangle and Axis Shift frameworks. These range from 30-60 minutes and are sent out at least a week before the live group call, giving you time to digest it and start applying it to your business. You then bring your specific questions about applying it to your business to the call and we help you sort out how to dial it in and prioritize it with the rest of the opportunities you have.
Member Scorecard: Josh Long meets with one of our members to go through their AMN Scorecard, covering the following assessments:
- Simplify
- STAR Principle
- Network Effect
- Definitive Selling Proposition
- Promotion Success
- Scalability
Their scorecard is shared with everyone a few days before the group call and then Josh and I go through the scores and identify the biggest opportunity, which we work through on the group call. The goal is that by the end of the session, the member has a clear execution plan to run with.
Close-Knit Community: Connection to other group members, relationships and close collaboration is the secret to making this work. Although business-building software platforms will grow out of this, initially this Network is made of flesh and bone. Human beings sharing meals, beers and stories. We will hold an in-person group meeting in the fall (September 15-17, 2025 with dinner together the first day) and another in spring (date TBA).
Location*: Likely location for our two in-person meetings is Chicago because there is no American city that is easier to reach from ANYWHERE in the world (Europe & Asia) than Chicago. Having traveled to 37 countries I can assure you that Chicago holds its own against any city in the world. London, Paris, Dubai, St. Petersburg, Hong Kong, Singapore, Shanghai… Chicago is an awesome city. See my list of recommended attractions at www.perrymarshall.com/chicago.
* Event disclaimer can be found here.
Private TLC from me: You get personal attention. I will hold regular individual meetings with each member. You will get 1-1 time with me and I will thoroughly understand your skills and your business, your goals and your purpose for being in the group. I will help you help other members and I and others will help you improve YOUR business.
You also get generous help from Josh Long, my Private Equity Group partner and author of Bottleneck Breakthrough. Josh has an immense skill set and drills to the bottom of problems as fast as anyone I know.
And we hired Robert Michon to manage the AMN learning and onboarding process. Robert is himself an extremely sharp business advisor and coach.
Between me, Josh and Robert, you will get the help you need.
Time in AMN is not “metered” the way it is in Roundtable and other, less expensive options. If you need help, ask for it and you will get it.
Specialization: Smaller groups will form based on the needs and talents of the members. We will assess every single member to determine your existing marketing skills. Your team will hyper-tune your superpower chops.
Sizing Up: We want to make sure all projects you and I work on together are worthy of our efforts. So all companies that want to be recipients of help will undergo a thorough vetting. Just the vetting process itself will be worth the full tuition you pay.
Nobody else is privy to this and I’ve been developing it for years with Richard Koch and other luminaries. We will apply the tools I developed for Rosetta Stone and Truth Seminar, and we will ask for financials. Some of this information will be known only to the Perry Marshall team, but less sensitive information will be shared with the whole group. If you want your company to be eligible, you will need to “get naked” because that’s the only way the physician can do his work.
Re-Arranging Priorities: You will quickly discover that things you thought were important, aren’t; things you neglected, must be moved to the front burner.
Rosetta Stone Seminar & Truth Seminar: If you didn’t purchase the live stream or attend Rosetta Stone and Truth Seminar, we've got you covered. You'll find recordings of both seminars included in the Advanced Mastery Network member's area. These videos are WELL worth your time – participants are raving about their experience at these unique events. The material is foundational to what we'll be implementing in AMN.
Hands-On Experience with Stars, Star Simplifiers & Networks: Every company that comes to the table will get help. But we will also prioritize a small number of companies that get laser focus from the whole group. We will choose those companies based on growth potential and suitability for use as a teaching tool.
Exhaustive Skill Set: Since we are teaching about 20 different core skill sets over the course of the year, we will use a variety of companies and case studies to do our work.
Give and Receive with an Open Hand: Students will be expected to do some work for other members for free as the normal laboratory part of the course. We will mutually agree on how much “gratis” work is expected as part of the coursework of the Network. Because this is a dream team, what you receive back for sharing will far exceed what you sacrifice. Besides, you know you can’t do everything yourself anyway.
(Quincy Jones could have told Elvis Presley: “Look, man, I’m sure your Heartbreak Hotel tune is going to do really well, but I’ve got my own gig to run. Sorry, Elvis, I’m building my vision – not yours.”)
Confidentiality: Loose lips sink ships. The group agrees to keep all information about members private. This is crucial to mutual trust. Members who do not hold confidentiality will be ejected and may be subject to prosecution.
Conflicts: Members of the group agree to disclose any conflicts of interest. We will arrange groups of collaborators to accommodate such issues.
Non-Compete: The group agrees to not build competitive business, or consult with direct competitors of members without permission, for a period of two years after the start of AMN. This is for the mutual benefit of everyone. What we can accomplish together far exceeds what we can do trying to steal each other's ideas.
We are 75% planned and 25% making this up as we go along. I could give you a course outline right now, based on what I plan to cover. But I well know that within three to five weeks our plans will have entirely changed, based on the jazz improvisation that is demanded in the moment. Roughly speaking, we will cover all the topics I covered in Rosetta Stone and Truth Seminar in depth. But I also know that situations will arise that I could not foresee (as is always the case in business) and members of the Network will learn more from the surprises than you could possibly learn from the syllabus.
Star Principle Essentials: As soon as you are accepted, we will give you access to the $2,000 Star Principle Essentials videos – the Essential 80/20 content from my legendary seminar with Richard Koch. You will want to watch or listen right away because they’re incredible. That seminar has already given birth to hundreds of millions of dollars of new net worth.
Tactical Triangle Review: My coaching team will step through your sales funnel with a fine-toothed comb, identifying leverage points where you can quickly and easily make conversion gains of 10%, 20%, perhaps 100%, boosting your sales, reducing waste and taming your ad spend.
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
Sometimes You Just Need a Landmine Removal Service
I mentioned Matt Coffman above. Matt’s Therapy Practice Accelerator has helped over 2,000 therapists grow their practice. Matt has 100 testimonials from happy clients.
But as of 2021, revenue has plateaued at about $2 million.
So, Matt joined Advanced Mastery Network to try to unlock growth.
In the process of solving their marketing and sales funnel, he realized there were bigger issues in the leadership of the company. This led to a major restructuring of the company.
Josh Long, Robert Michon and I were all instrumental in helping Matt navigate this process without stepping on any landmines.
Our advice saved Matt *at least* $300,000
in the negotiation process.
We then overhauled their sales funnel and boosted revenue 50% between Fall 2022 and Spring 2023.
Q1 profits were up 300% year over year.
Matt now has a company that runs more smoothly…and Matt has more confidence about his company's growth moving forward.
If this is the level of advice, strategy and rubber-hits-the-road practicality that you need to lift your business to the next level, let’s talk.
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
Are You Ready for Advanced Mastery Network?
- Is your business on track to earn over $1 million in revenue this year?
- Do you want to make it to the crucial $10 million mark before the next…change?
- Do you know you need to leverage 21st Century business strategies like Star Principle, Simplify, Network Effect, and the Tactical Triangle Takeover to achieve your goals?
- Are you NOT an Amazon dropshipper, MLM, or in a captive industry like financial planning?
Then you might be ready to leverage the strategies, networks, and advice that can keep you alive…and even growing…when the NEXT crash happens.
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
Carpe Diem,
Perry Marshall
P.S. A personal note. I’m 54. I don’t know how many boom-bust cycles I have left. Do you?
In her biography of Warren Buffett, The Snowball, Alice Schroeder quotes the Oracle of Omaha, saying we should look at life like a punch card.
There are only 20 spots on the card to be punched. A punch represents an investment. You only get so many in life. When you use one...you’ve got 19 left. Then 18. Then 17…
“You’d get very rich if you thought of yourself as having a card with only twenty punches in a lifetime, and every financial decision used up one punch. You’d resist the temptation to dabble. You’d make more good decisions and you’d make more big decisions.”
My partner, Josh Long, says it takes him about 18 months to determine whether an investment, a venture, is a success or failure. Josh is 42.
“I don’t know how many more 18-month cycles I’ve got left in me,” he says.
“Probably not many.”
Buffett’s punch card analogy is apt. But none of us knows how many punches we have left.
Here’s why I think this is so urgent TODAY.
I think the macroeconomic factors are in our favor as investors and entrepreneurs right now. But I think we’ve got 3-4 years, tops. There are cracks. Correction is needed and it will come soon.
The financial and “Head Office” experts I listen to and trust, believe we have 3-4 years TOPS before the next crash happens.
Now is not the time to hesitate. If you have a business that can grow fast...NOW is the time to do it.
And if you’re not in a high-level mastermind with a 21st century business expert...and other sharp entrepreneurs, asking you 30,000-foot-level questions and challenging your assumptions about your business...you’re NOT doing it.
Plain and simple.
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.
Do You Have a Punch-Worthy Business and Not Even Know It?
Nearly every time I do a Perry Marshall Live event, I meet an entrepreneur who does not see the massive potential in his own business. They are either too close to it...or take it for granted...or are just thinking too small.
But about every six months someone in Planet Perry sells their business for $10 million or more. And that tells me there are many, many more businesses out there with the right stuff.
Many more businesses with the makings of a Star Business, a Proposition Simplifier, a Network Effect business that could dig a deep and impenetrable moat around itself.
The 80/20 Principle assures me they are out there.
YOUR business might be one of them.
The fact that you are reading this means there’s a very good chance it is one.
And if it is, you don’t have much time to put the pedal to the metal and exploit this boom.
3-5 years maybe.
In 5 years I’ll be 59. Entrepreneurs’ prime earning years are in their 40s, 50s, and 60s.
How old will you be in 5 years? 50? You got maybe 15 years. 60? You got 5, maybe 10.
Tick tock, tick tock.
How many more punches...how many more booms...do you have left in you?
If you think you might have a business with something special, you better find out for sure...FAST.
with an AMN Coach! *
* Advanced Mastery Network includes an in-person, live event(s) component. Event disclaimer can be found here.