There comes a point in your business where you get completely sick of hearing yourself talk.
You’ve taught the same thing hundreds of times, told the same client stories, shared the same wins, explained the same framework, and eventually even the things that used to light you up start to feel a little… meh.
And I know this sounds terrible to say, but sometimes you even start to numb out to the difference you’re making.
(let’s be real, we’ve all been there!)
A client has an incredible breakthrough and everyone around you is celebrating, while a tiny part of your brain is going, “Yep, that’s what we do.”
I think this happens more and more the longer you’re in business.
But here’s where it gets dangerous…
When YOU get bored of your message, eventually your people are going to get bored of it too.
Not necessarily because the thing you teach doesn’t work anymore.
And not necessarily because you need to throw out your offer, change your niche, and become a completely different person on the internet.
Sometimes you just need to find the next evolution of the message.
Let me show you what I mean…
When I first started teaching Facebook groups, it was NEW.
People wanted to know how to grow a Facebook group, I was being asked to speak about it everywhere, and I didn’t need some wildly sophisticated message to get people interested.
Facebook groups themselves were the exciting thing.
But eventually the market matured.
Just talking about having or growing a Facebook group wasn’t enough anymore, so the conversation started to shift toward engagement.
Then engagement wasn’t enough.
Of course.
The message had to keep developing as the market, my clients, and honestly, I developed with it.
This is something Eugene Schwartz talked about in his work on market sophistication.
When a market is newer, you can lead with the promise.
Here’s the result I can help you create.
As the market matures and people have heard that promise over and over again, you start talking about the process.
Here’s HOW we create that result differently.
And eventually, I think there’s another evolution that becomes even more interesting:
Who does someone become as a result of doing this work?
That’s where I’ve found myself increasingly fascinated.
Because if you’ve been teaching the same thing for years, there’s a good chance you already know the promise.
You’ve probably also developed your process, methodology, framework, IP, all the things that make your way of getting someone there different.
But look at your most successful clients on the other side of your work.
Who are they now?
How do they think differently?
How do they show up differently?
What do they believe now that they didn’t believe when they first came into your world?
THAT can become the next evolution of your message.
For us, the message around Facebook groups started with a really simple premise:
Connection creates clients, and a Facebook group is one of the most effective ways to create that connection.
I still believe that.
But over time, I realized we weren’t simply teaching people how to run better Facebook groups.
We were helping them become the person who could create a market around their ideas.
And that eventually became something much bigger.
That’s when I’m reminded of the Market Maker Manifesto:
I don’t compete for space.
I create it.
I don’t follow industry trends — I set them.
I lead through conviction, not consensus.
I’m not here to prove I belong.
I create belonging for others
I turn audiences into movements,
and movements into markets.
While others measure followers,
I measure influence, impact, and income.
I don’t chase momentum — I create it.
I don’t wait for opportunity — I build it.
Because I am not just a cog in the wheel of the marketplace
I am the Market Maker.
Market makers don’t compete for space. They create it.
I love that.
They don’t follow industry trends. They set them.
And suddenly, I was excited about the conversation again.
Not because I abandoned the thing I’d spent years becoming known for, but because I found a bigger idea inside of it.
And here’s the really interesting part:
When the message evolved, the offer had to evolve with it.
At one point, our Facebook group program had become incredibly comprehensive.
We’d added more and more over the years until eventually there was SO much inside of it that the comprehensiveness we’d been proud of started working against our clients.
It was overwhelming.
Some pieces weren’t producing the same results anymore, and we had to get really honest about what people actually needed now.
So we retired Leading a Kick Ass Facebook Group and created the Facebook Group Accelerator.
But we weren’t just giving an old program a shiny new name.
The Market Maker message changed how we thought about who the program was designed to create, which changed what needed to be inside of it and how we delivered it.
The new message created the new offer.
And I think that’s the opportunity when you find yourself getting bored.
Instead of immediately asking:
“What else could I talk about?”
Ask:
“What’s the next evolution of what I already believe?”
Maybe you’ve been talking about the promise, and it’s time to fall in love with your process.
Maybe you’ve been talking about the process for years, and it’s time to start talking about the identity on the other side of it.
Or perhaps your market has matured and the message that got everyone’s attention five years ago simply isn’t the conversation they’re having anymore.
You don’t necessarily need a new niche.
You don’t necessarily need a new offer.
And you definitely don’t need to burn down everything you’ve spent years becoming known for just because you’re sick of hearing yourself say it.
You may just need to rebirth the idea.
Because getting bored with your message doesn’t always mean you’ve reached the end of it.
Sometimes it means you’ve finally been with the idea long enough to discover what it was really about! 😉
