If You're Struggling to Work Out Your Offer, This Helped Me

Why your edge is already in front of you

When I first thought about building something of my own, I was floundering.

I had no idea what people would pay for.
No clarity. No “product.” No offer that felt real.

I was just showing up, writing, and trying to build an audience — hoping that clarity would come.

The mistake? I thought the offer had to come from me.
From some lightning bolt of inspiration.

Turns out, the offer comes from them.

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Here’s what cracked it open:

One day, someone asked me:

“Hey Ryan, how did you build your audience? Could you teach me how to do it?”

At first, I brushed it off.
Then it happened again. And again.

Different people. Same question.

That’s when I realized — this was my edge.

I’d done something most people couldn’t figure out: build a meaningful audience, while raising a family, and without spending 12 hours a day chained to my desk.

It wasn’t an accident. It was a repeatable process.
And it was valuable.

That’s when I stopped floundering. Because I finally understood:

You probably already have an offer.
You just don’t recognize it yet.

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Here’s the framework I use now — and the one I give to founders when they’re stuck: