Today's Lineup:

•  Saying no to some money has always made me more money 💸
•  The woo-woo Reel I’m cosigning this week ✨
•  Summer skin recs (because I still want to be tan ☀️)

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On Friday, I said no to a high-profile collab I really wanted to do.

The week before that, I said no to a new course idea I know would have made me millions.

A month ago, I said no to a downsell idea that would have allowed me to swoop up a lot of new customers.

I said no to all of it with a lot of purpose. I’ve said this for years, but I attribute a TON of my success to my willingness to choose one thing and refuse to look away from it.

That's how Digital Course Academy became a $60 million program.

I was willing to be boring. I ran the same strategy, in the same lane, even after it stopped feeling new and exciting to me. Yes, it started feeling repetitive. Yes, I was super tempted by every new idea I had (or someone on my IG feed announced).

But I stayed. And staying is what worked.

And I'm doing it again right now, in this next chapter of my business. Same discipline. Same boring, beautiful focus.

Now here's the part that's about you.

Tomorrow, a new quarter starts. Half the year is behind you. Six months sit in front of you. And I know what this is about the time the itch shows back up: start something new.

Add an offer. Try a different funnel. Throw a little more spaghetti and see what sticks.

Don't.

You already have something that works.

You have one offer that converts when you give it real attention. One sales engine (a webinar, a challenge, maybe a bootcamp) would do its job the moment you stop neglecting it for some new experiment.

When we’re tempted to entertain something new, we would likely be 10x better off if we just poured all our effort into the thing that’s working now.

So for the next six months, choose one offer.

Refine it. Optimize it. Get a little obsessed with making it boringly, reliably great.

Then sit with the actual question that matters in the long run: who do you have to become to stay this time?

Going a Little Woo Here

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I caught a video from Paget Kagy on Instagram recently that I have not been able to shake. It is woo-ier than I usually go, so stay with me.

Her idea: almost any big success story follows the same pattern. Right before the breakthrough, everything falls apart. The lowest moment tends to show up about six months before landmark ones.

That collapse is a test.

She compares it to a black belt. You don’t earn it by just showing up to class. You earn it by getting on the mat with someone bigger and stronger, and somehow surviving. It’s like initiation into your next level.

So after my challenge to you in the first half of this email, hold on tight to this…

➡️ When you double down on your one thing, and it gets hard (and it will), do not read that as proof you chose wrong.

As Paget put it: “You're not being punished, you're being tested.”

Pass that test once, and you never have to take it again.

The Tanning Bed Confession I'm Not Proud Of 🙈

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A little Fourth of July 🧨 confession, since you'll probably be out in the sun with me this weekend. ☀️

In high school, I basically lived in a tanning bed. Lived there. I would climb into that glowing coffin like it was self-care. (It was not. Please learn from my mistakes. 🤦🏻‍♀️)

So I do the fake glow now, and I found one that I tell all my girlfriends about.

It’s called Loving Tan and you leave it on for just ten minutes. Ten! Then you rinse in the shower and the next day you just… have a tan. A real-looking one, not orange. No sleeping in it, no waking up to sheets that look like a crime scene. 🫣 IYKYK.

I also tell anyone who will listen about my favorite sunscreen, Supergoop's powder sunscreen. It's SPF you literally dust on your face. Over makeup and everything. I have one in every bag. 

Now go enjoy the long weekend. ☀️

Until then, let the boring work make you rich, don’t be surprised when you hit rock before you hit gold, and SPF today like we didn’t fry ourselves in UV lights back then.

Amy

P.S. Six figures gets celebrated. Seven figures gets the spotlight. The brutal stretch in between? Nobody names it. That in-between is probably exactly where you are right now, and this week I finally gave it a name. [Go find out what it is.]