You've got the framework figured out. You could build ten different offers tomorrow if someone asked you to. That's exactly the problem.

This is Part 2 of the solar system series, and if you haven't heard Part 1 yet, go back and listen first. Adam and Jess already covered the Sun, your core gravitational pull, the tension you solve over and over. Today they're building the next layer out: the Planet.

A planet is your singular offer, payoff, or outcome built around that Sun. If your Sun is uncertainty, your planet might be a specific group coaching container that solves one defined outcome. Not three offers. Not a menu. One. Adam openly admits he wanted to build a dozen planets when they first mapped this model together. Jess shut that down immediately, and this episode is why.

The instinct to build everything at once is a visionary trait, not a strategy. Jess makes the case that people should be able to name your planet the way they name Earth or Mars, instantly, without effort. When your offer is that clear, your network stops needing you to explain yourself and starts being able to refer you. That's the entire point of "I know a guy." Nobody refers a menu.

What you'll learn:

• Why one clearly defined offer builds more referral traffic than a full suite of services
• The difference between your Sun (the problem you solve) and your Planet (the specific offer built around it)
• Why the planet includes naming the container, the "how," not just the outcome
• How going one-on-one first, before building out a full offer suite, sharpens your language faster
• Why a single clear offer lets you price the payoff instead of pricing yourself
• How having one planet actually crushes imposter syndrome instead of feeding it
• Why doing things in sequence, not all at once, makes you faster, not slower

The big idea: A menu of offers feels like more value. It's actually the reason people can't refer you, price you accurately, or trust you. One planet, clearly named, is what makes an offer easy to invite people into instead of something you have to sell.

Notable quote: "Great, but which one are we colonizing first?" — Jess Webber, on the twelve things Adam wanted to build when they met

Resources mentioned:

• Walt Disney's original mind map, referenced by Adam as an example of one Sun (Walt Disney Studios) spawning multiple planets over time: framerusercontent.com/images/eNS3np8QbwJRoO7t8fBSR7Yts.jpg
• Ep. 192, "I Know a Guy, Pt. 1: Find Your Coaching Gravity" (referenced throughout)
• ILC community: ilovecoachingco.com
• Instagram: @ilovecoachingco / @adamrroach / @thejesswebber
• YouTube: youtube.com/@ilovecoachingco

Timestamps:

[00:00] Intro: back in the solar system for episode 2

[00:30] Quick recap: the Sun from Episode 1

[01:18] Today's topic: the Planet, and why it's one, not twelve

[02:22] Defining the planet: your singular offer around the Sun

[03:10] Why "one" gets the emphasis (Rocket Fuel results: 50/50 Visionary-Integrator)

[04:36] The nerd test: people should be able to name your planet like Earth or Mars

[05:43] How clarity turns your network into mouthpieces for you

[05:52] Adam's recruiting story: "150 people in a year" as his one planet

[06:56] Why they teach one-on-ones first, in reverse of Adam's own path

[07:12] The planet includes naming the container, not just the payoff

[07:29] No menu of offers, no menu of outcomes

[08:10] "Which one are we colonizing first?"

[09:20] Sequencing beats doing it all at once

[09:46] Preview: next episode covers the Moons

[10:58] Why one clear offer builds more trust than a menu, and lets you price the payoff

[11:19] Why they're not talking about sales yet: confused people do nothing

[12:16] Confidence and imposter syndrome: the burden of handing someone a Sun

[14:11] Walt Disney's mind map: Walt Disney Studios as the original Sun

[15:04] Slowing down to speed up

[15:25] Why talented coaches still fail: it's clarity, not skill

[16:41] Wrap and tease: next time, the Moons

Join the community:

Ready to stop juggling a dozen ideas and build the one offer people can actually refer you for? The Sellable Offer Challenge walks you through it: ilovecoachingco.com/challenge

Jess, we are back in the solar system.

This is episode two, you guys,

of the fun series called I Know a Guy.

Right? The

Yeah.

I Know a Guy, if you listen to the first episode,

we were talking about the solar system approach to building a coaching business,

and you have to have your son first.

The sun is that thing of tension that you solve.

And Jess, I really liked that episode.

What'd you think of it?

I love it. Well, I think it helps people kind of understand where

you have bigger ideas or concepts that anchor you,

but it's not the same as like very specific clear language for marketing

and things like that. Because I have a I have this idea of the fact that most

of the people that we've met go about it the wrong way and they try to

use the same language across everything.

So

Right.

they try to use the language for their anchor.

in their marketing and it just doesn't work.

Mm-mm. It doesn't work. So you've got your son.

And if you missed that episode,

go back and listen to that one.

Because I know a guy has to have a half has to have a son first.

Secondly, which is what we're going to talk about today,

Jess, is a planet. Now, we

Mm-hmm.

want, I want you to hear this.

Because when Jess and I were talking about this,

when we first created this solar system approach,

I thought of, you know, how many planets,

Jess, could they have? And Jess is like,

stop.

One planet to start. And I'm like,

no, no, no. There's so many planets out there.

No, no. She said, one planet. So today we're going to talk about that planet,

Jess. Let's dive into it.

I love this conversation. And and I think your setup there is a perfect example

of like a normal visionary big idea

Ha ha.

type human. And it just makes me giggle because I have always been the ~ no,

slow your roll, buddy, you know.

Well, made simple. Big ideas

on your shirt. Made simple. And you can't have a

Yes.

simple solar system if you have twelve planets out there.

Well, you can if it's done sequentially,

but I know that most people who get excited about something and have a

lot of ideas don't think sequentially.

They think all or nothing all at once.

Mm-hmm.

And so let's first define what a planet is,

and then we can explain why the one at a time thing matters so much.

So,

Yep, for sure.

in the context of the ILC world and ~ our blueprint and all of that,

for us.

Your your sun is your gravitational pull.

It's the core tension or problem that you solve.

The planet is a singular offer or payoff or outcome around that core

tension. So if Adam is solving for uncertainty,

then one planet is him offering a group coaching model or

a one-on-one coaching model or something like that specific to a defined outcome.

And and that is the thing that you're gonna focus on.

And so if you're a one-on-one coach,

it's gonna be your one-on-one offer.

And what is the core thing that you are gonna deliver in that one-on-one offer?

Mm-hmm. Mm-hmm.

And that's your planet.

And and you keep using a word in there that I want to everyone to hear.

One. One. One. One

core offer. And the reason why I'm making emphasis on that is,

again, I get to sit in the visionary seat here,

though Jess is a unicorn, of course.

And when she took the rocket fuel assessment,

she was not only a visionary, she was an in ~ integrator as well at a 50-50 mark.

I don't know if the actual numbers are 50-50,

but it was an equal mark, right?

It No, it was a it was a dead even split and I've done it several times.

Yeah. Yep, it totally was.

But but my

point in saying all of this is as someone,

as I jokingly said a second ago,

I want to have many planets, but that's

Mm-hmm.

not going to be effective or efficient in your solar system.

Until you get clarity on one planet first,

on one offering first, on one payoff first that aligns with your son.

Right?

Mm-hmm.

It it's got to be there. Because again,

what is the series titled? I know a guy.

I know

Yeah.

a gal. And and they can't say specifically what I know a guy and know a

gal is for that means they don't know your planet.

Right. Well, and and that's where,

you know, in the sun we were saying if you try to hand somebody a sun,

like a star, it's gonna burn their face off.

But

Yeah.

a planet is usually made up of rock,

right? ~ to an extent, and that's a little bit safer to touch.

And so the the concept here, if we're going full nerd,

is people should be able to name your planet,

~ I know Earth, I know Mars, I know Venus,

right?

And they should be able to specifically speak to it because it's

so simple and clear. It is

Yep. Yep.

not complex. It's not trying to name all of them.

They're not sitting there going,

my very excited mother just sent me nine puppies.

Venus is this one, you know, like all the things that you did in grade school.

They're like, no, Earth is Earth.

Got it. Done. Mars is the red planet,

Right, yeah.

done. Like it's so clear. And so we want you to focus on one planet.

So that your people in your world can say,

I know a guy and this is what they do and this is their one thing that they offer

right now. And and it makes it easier because then you can suddenly have more people

be mouthpieces for you because it's clear and it's not clever and it's

not vague and it's not messy or convoluted.

Yep. Yep. I can go back to early days of coaching for myself when I was

in the the recruiting coaching space.

And and that was simple. The for me,

it was very clean, very simple.

My one planet was I'll show you how to make how how to recruit 150 people in a year.

Okay.

Mm-hmm.

That was it. Very simple, very easy.

I would have people come to my container,

which at the time was a one-to-many approach.

And then from the one-to-many,

I would bring on one-to-ones. And we do it a little bit backwards inside

or a little bit reverse inside of our blueprint because we want you

to go get one-on-ones first so you can s continue to identify even clearer because

clarity doesn't come just with one client.

Right. In the

Mm-hmm.

one on one space, you're going to continue to gain even more clarity on your planet,

on your language, on your payoff,

on your outcome. And you you got to go do the work there.

And so

Mm-hmm.

when I did that work, it was super clean.

It was super simple. Why? Because I was known for that.

Recruiting. I was known for the process in the recruiting space.

I had a SAS in that space, and that worked.

I was known for that guy. I was that guy,

right? I was, I know a guy. And and that's what we're talking about here with your

planet. Is what

Mm-hmm.

what is that? Right? What what is that?

When people come to you, they say,

Jess, great. I know that Jess will fill in a blank here,

insert the word planet. That's what Jess will do.

Super, super clean,

Yeah.

super simple. You don't have to overcomplicate this.

Well, and and it's not only naming the problem and the the very specific payoff

solution, but it's even to an extent naming the container.

So like

Yes.

I will help you do this thing in this way.

And that's the planet in a nutshell.

Mm-hmm. Mm-hmm. Right. Yep.

And and so anybody who's listening to this going,

my God, they're talking about too much science or whatever.

The the crux of the matter is,

is you do not want a menu of offers.

Mm mm.

You do not want a menu of outcomes.

Mm-mm.

You want a one clear specific thing that other people can name

and understand and know you for.

And that's what we mean by, you know,

find your Mars, find your Earth,

find your Venus. It's it's really meant to be as simple as that.

And it's not to limit you and not to say you can't have all the vision.

And have all the other ideas and have a a goal for other things.

Because like when I met Adam, I think he had twelve things on the list that

he wanted to build literally. And I

Mm-hmm. Uh-huh.

looked at him and I was like, Great,

but which one are we colonizing first?

Mm-hmm. Yeah, it's

very true.

Very very true. And it makes sense,

right? Because when you can have clarity and focus again on that one singular thing,

it makes everything so much cleaner,

so much easier, less effort, and and you actually become more efficient.

And we've now been talking about this singular planet that we have,

which we have multiple planets now.

But we've mastered it, right? We we've mastered this space.

Mm-hmm.

Why? Because ad nauseum we've what what what they used to say was scripts back

in the day. You had to memorize,

internalize, and personalize, right?

But all of this,

Yeah.

we have been in this space for so long that it's second nature to us now.

And you also have things that are second nature to you.

You just gotta name them, right?

You you gotta name them because there are people out there waiting for

you that are probably in your phone,

that are probably in your world like right now that know you.

That are

Mm.

ready to engage in a liking and trusting you when you can identify

and name the planet and they need that solution.

Exactly. Well,

and and again, you are gonna find out that it becomes easier,

you actually get to go do more things faster when you do them in

a sequence rather than all at once.

Correct. Yep. All day. All day,

all day. So

Yeah.

I

don't honestly think that there's much more to talk about here,

Jess. This is a very easy conversation because

Yeah.

you just gotta go name your planet.

Well, okay, so we we could dive into those because I know there's people

who are probably questioning, well,

how do I get people to my planet?

That's gonna be the next episode,

is we call that the moons of the planet because they orbit the planet,

and that's all your attraction pieces.

So I do want to preface and say we have a plan for addressing that.

But the key thing is here is that your planet becomes the simple clear offer.

Your messaging around the planet needs to be simple and clear.

If you've got a problem with that,

go back and listen to either the Coach's number one problems or

the Maslow Mountain series that we have,

because those talk specific specifically to messaging and language.

And here's the the other piece of this that I do want to talk about

for a minute just because I think it's important is when you have

one planet and you're a visionary,

you might feel like it's boring.

It's not enough.

Or that the value isn't there.

But I want you to understand, and I know Adam and I have talked about this

ad nauseum on other episodes, but truly understand that having one clear core thing

that you are known for actually builds more trust than trying to have the menu.

Yeah. Yep.

And and when you have the clear payoff,

you can price it accordingly. You're not pricing yourself,

you're pricing.

No, hello.

the payoff that you deliver, the clear offer.

And so all those things that feel heavy or problematic become so much simpler when

there's a singular planet that you are focusing on.

Well, and and I wanna point out here.

So the last two podcasts, this series so far,

we're on episode two, we're not even talking about sales yet.

Right? We're not talking about sales intentionally.

Because if you go out to the world with clever or

Kind of uncertain language or you know,

fill in the blank there with descriptions,

you won't sell. You won't sell.

Right.

Because confused people do what?

Nothing. And our job here with this is to help you build this language

of you first, inside to go outside,

phase one of the blueprint.

So that when you do go outside,

you have clarity. When you do go outside,

you have confidence. When you do go outside,

you don't have to sell. You simply can invite.

Invite people to the planet. As Jess says,

Mm-hmm.

you

can start to colonize this easily by saying,

would you like? And you come to the planet,

right? Versus, my gosh, I gotta sell this,

I gotta sell this, I gotta sell this.

No, no, that's that's too heavy.

Well, and with this, the thing that I love about this conversation is when

you have the plan planet defined and named,

it makes that offer, that invitation so much easier and it grows your

Mm.

confidence and it crushes your imposter syndrome.

Yes.

Because

the reason people are lacking confidence in their offers or their payoffs

or anything is because they're trying to give somebody a son

and they're they're playing hot potato with it.

Like they don't

Mm-hmm.

even it's it's too hard, too big,

too massive to hold on to.

And then they're like, hey, I'm gonna throw it to you.

Pray that you catch it and you don't burn your face off at the same time.

It's too much. And

Yep. It's too much.

so when you can clearly and simply just say,

Hey, if you work with me, this is what changes.

This is what you get out of this.

This is the defined container for it.

This is, you know, the the value,

the cost, all the things, like you have so much confidence in that.

Cause you're like, Yeah, I can do that.

I've been there, done that, I got this.

And you're like,

This becomes so much easier for you.

And so I again I I know people will sit there and feel like it's boring,

but it's not boring. It's not shrinking your ability.

It's making yourself so marketable and repeatable that then,

like Adam said, now that we've done what we do for so long,

we can go play in another space,

we can go colonize another planet,

we can go explore

Right.

another friggin' solar system if we really wanted to.

But

But the idea is, is you earn like the opportunity to get creative when you've

simplified and you you said personalize and all the things with the scripting,

but I'm like when you've simplified and just made it easy and like second nature,

it

Right.

then gives you that freedom and space to go do the next thing.

You know, th this made me think,

and we're not I don't know if you'll be able to see it,

but I have on my back of my wall,

for those that are watching, this is Walt Disney's mind map.

Right? So so

~

this is there is a sun right here in the middle.

and you know what's interesting is Disney World and Disneyland as it relates

to a theme park is not the sun.

Right? His son in the very beginning was Walt Disney Studios.

Mm-hmm.

Right. And

then everything spawned off from that.

So then he started building a planet and then another planet

and then another planet. So this right here,

well, maybe maybe take a maybe take a put this in in the show notes,

Jess. That is

Mm-hmm.

truly a great example of what we're talking about here.

Mm-hmm.

Yeah. Yeah.

Well, and again, it's not a limiting thing.

It's an actually, it's a slowdown to speed up,

like amplify your thing

Mm-hmm. That's right.

and crush any sort of negative mental blocks that you might have along the road.

Because if you're trying to juggle too much,

you're not like imagine trying to juggle some suns at them.

It's not gonna work.

No, it's it's it's not. And what have we seen?

We have seen countless coaches not have success.

And it's not

Mm-hmm.

because they're not good, and it's not because they're not talented,

it's not because they they they truly don't have the answers to solutions that they

want to provide. It is that they are unclear themselves.

Right.

Mm-hmm.

And and if you are unclear, you haven't defined this planet that we're talking about

here.

And once you can define that planet that then is again held on to

in this solar system by the sun,

great. Now you can go out to the world and offer it.

Exactly. And so if this is something that you are feeling like you need help with,

come find us over at ILovecoachingco.com.

We've got a couple of live events plus some assets that we would be happy

to share with you to help you get clarity on this.

Because we know that having a singular sellable offer

is the the key to success in the coaching business.

And yet it is the place that we see people struggle the most because of

the lack of clarity.

on something as simple as their son.

And so we're here to help, we're here to serve.

And, you know, through that we plan on changing and serving a hundred million lives.

So

That's

the plan. Absolutely. Nice job today,

Jess. This was fun. Let's get out of this solar

Yeah.

system and we'll see him next time.

Sounds good, and then we can talk moons.

We'll we'll see ya there. Thanks guys.

See you bye.