Content Flywheel

Codie Sanchez views audience building as a powerful form of leverage in the modern business landscape. She sees it as a democratized tool that anyone can access and use to amplify their influence and create opportunities.

Key Points:

• Audience as Leverage:

  • Audience is the "most powerful thing" Codie has experienced in business
  • It's a form of "permissionless" leverage, unlike capital or employees
  • Anyone can build an audience without needing approval or resources from others

• Flywheel Effect:

  • Content creation creates a self-reinforcing cycle of growth and opportunities
  • Example: A YouTube video led to 2,500 newsletter signups, worth $5,000 in potential marketing spend

• Audience-Driven Business Model:

  • Talk about buying businesses to attract people wanting to sell their businesses
  • Use the audience to improve deal flow and potentially get better prices
  • Leverage the audience to grow acquired businesses
  • Potential to use the audience as a pool of buyers when exiting businesses

• Value of Trust:

  • Building an audience creates trust, making business transactions smoother
  • People feel like they know you, leading to faster and potentially better deals

• Content as a Business Driver:

  • Content about business buying attracts potential sellers
  • Audience can be funneled into acquired businesses to drive growth
  • Community of buyers can be leveraged when exiting businesses

• Evolving Strategy:

  • Initial thesis was direct outreach, but now most deals come through referrals
  • The audience-building strategy has proven effective, but in slightly different ways than initially expected

• Perspective on Education:

  • Believes in sharing knowledge openly, contrasting with traditional finance secrecy
  • Sees value in teaching others rather than just doing deals herself
  • Aims to create an "M&A for MBA" type of educational program