What would happen if your expertise didn’t stop at the people directly in front of you?

In this episode, Tara shares a real example of Duke professor Dr. Dinin, who turned a classroom experience - Learning to Fail - into a scalable offer that reaches far beyond the university.

It’s not just the idea that makes this powerful. It’s how clearly it’s packaged, how simple the entry point is, and how naturally it creates demand.

Inside this episode, you’ll learn:

• How one unconventional concept became a scalable offer
• Why people outside his original audience immediately wanted access
• The role visibility plays in expanding your reach
• What most experts do that actually blocks growth
• How simplifying your offer increases conversion

This isn’t about doing more.

It’s about making your expertise accessible in a way that people can immediately say yes to.

Chapters

00:00 – The “Learning to Fail” discovery

01:20 – Why this concept stands out

02:30 – The moment of opportunity (scaling beyond Duke)

03:40 – Visibility → interest → demand

04:40 – The shift from expert operator to Scalable Expert

05:30 – The simplicity of his funnel

06:30 – Why experts overcomplicate everything

07:30 – The power of one clear entry point

08:30 – Examples of scalable expert brands

09:15 – Your opportunity to scale your expertise

Key Takeaway

When your expertise is clear and accessible, people don’t need convincing - they’re already looking for a way in.

Your Next Step

If you’re ready to see how your expertise could be packaged into an infinitely scalable business, take the quiz and start to map your Scalable Expert journey:

👉 Scalable Expert™ Quiz

About Me:

Hey, it’s your host, Tara Bryan. And I am on a mission to help more business owners learn to infinitely scale their businesses by leveraging the power of online without sacrificing the customer experience or results.

I like to geek out on all things business strategy, marketing, interactive digital and user experience. This podcast is all about what is working, lessons learned and actionable tips to create and grow a thriving online business.

Join us each week as we dive into different strategies, tactics and tips you can apply immediately to your business.

To learn more:

Find us at https://www.taralbryan.com

Here are two ways we can help you create, grow and scale your business:

1. Want to package your expertise or become a Scalable Expert? Take our free quick assessment to see how close you are to creating a scalable business.

The Scalable Expert Assessment

2. ALREADY HAVE AN ONLINE BUSINESS & READY TO INFINITELY SCALE?

Schedule a 30 minute call with Tara to talk about our offers that will help you master the game.

Thanks for listening!

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Mentioned in this episode:

https://taralbryan.com/step/15-learn-to-scale-call

Hey everybody.

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Welcome to season three of the

Scalable Expert™ Podcast, the show

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for established expert business owners

who are maxed out on time and ready to

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find the scalable impact of their work.

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I'm your host, Tara Bryan, founder

of The Scalable Expert™, and creator

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of the Infinite Scale Method™.

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If you've built a business around

your expertise, but feel stuck

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in the time-for-money trap, this

podcast is your path forward.

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Each week, I'll share stories and

strategies and shifts to help you

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step into a new, scalable business

model by declaring your authority,

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packaging your expert framework, and

streamlining your offers and systems

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to ultimately become a scalable

expert, because it's not about working

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harder, it's about building smarter.

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All you need is one signature

expert framework and you can

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deliver an infinite amount of ways

to be able to scale your business.

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Alright, let's get started.

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Hey everybody, welcome to today's podcast.

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Today I wanna talk about a great

example of how somebody has turned their

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expertise into a Scalable IP business

and I wanna share that with you today.

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So I was scrolling through Instagram,

of course, and came upon a professor

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from Duke University who has a course

called Learning to Fail, you may have

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heard of it 'cause he's all over the

place, but if not, go check it out.

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So the course itself is great.

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It's a course that all the students,

I assume in the business program, need

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to take because it's teaching them

how to do things that are out of their

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comfort zone so that when they get a

job, when they're out in the world,

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they actually are able to learn some of

those skills of taking chances, but also

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then learning how to work through them.

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So it's a great concept.

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I'm always intrigued by, sort of niche

things like that, but also like I'm

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thinking, okay, well I need that course.

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My kids need that course.

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Like, Hmm, interesting.

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Like, everyone should learn how to fail.

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That's a great concept.

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So I'm not sure how he came up

with a concept, if it was something

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that he has, that he went to Duke

and said, hey this is what I wanna

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teach, or if it has happened to him.

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But he has definitely embraced that

expertise in terms of being able to teach

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students how to go through that process.

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So anyway, I was watching one this

morning and he was talking about, having

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his students go out and sell a Jolly

Rancher for a hundred dollars and so

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it's such a great activity because, it

puts you in a position where you are

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most certainly going to fail 'cause

nobody really wants a Jolly Rancher

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for a hundred dollars, but the lesson

was how do you use something like that

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to show connection and whatever else.

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So anyway, that's not what's important.

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What's important is when I was watching

that I was like, awe, you know, it would

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be so cool to be in that class and learn

some of those techniques even for me at

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my age or have my kids be in that class.

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And so it got me thinking in that

moment, I wonder if he has some

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sort of program outside of the

Duke class that he's teaching?

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And as, as myself who really works

with experts to help them package their

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expertise and get it out to the world

in a bigger and broader way, he would've

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been a perfect candidate because he really

could make such a bigger impact than

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just helping students at Duke, right?

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Like so many students would

be interested in that class.

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So many people outside of a university

setting would be interested in that class.

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And so I went out and did a search,

and lo and behold, he has a program.

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And what's fascinating about the

program is, and you can go and

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check it out, his name is Dinin,

D-I-N-I-N, Learning to Fail.

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What's fascinating is literally the

first paragraph is like, hey, you

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may be interested in also learning

this outside of Duke University,

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here's how you can do that.

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And then he shares his story about how

he's sort of, for years fought the,

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that, I'm sure people have been asking

like, do you have an online course?

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Do you have a way to deliver

this outside of Duke?

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And he didn't.

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And he fought doing it for a long time

and then finally made it available.

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So he does have an online

course or program that he sells.

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Which is great 'cause I'm like, awesome!

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Like I am super interested in

that and I wanna take that.

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And it is such a great example of

being an expert, being visible and

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out there talking about your expertise

and then just a natural transition

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for somebody to be like, oh, I'm super

interested in what he has to say and

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what he's teaching and the activities,

I wanna be a part of his world.

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And so that progression is, as you start

stepping into becoming a Scalable Expert

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versus an expert operator, where you're

kind of behind your desk doing all the

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things for your clients, is you make that

shift to really being able to start to get

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your messaging out there in a bigger way.

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Start to package what you're doing

so that other people can see it,

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so you can make that bigger impact.

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Right?

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Like the amount of impact he could

make in the world around this concept

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that he's teaching is enormous, right?

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Like that is why people are

seeking him out in different ways.

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I don't know his backstory and how he

went from being a professor at Duke to

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starting to talk about this online to

building a sort of a backend business,

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so maybe he'll be on the podcast someday.

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I will keep you posted on that.

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If anyone has a connection to him and

wants me to interview him, just, you

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know, reach out to me 'cause I'd love

to be able to hear more of his story,

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but the other, the second thing I wanted

to cover is how simple his funnel,

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his way of bringing customers in, is.

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Now he may have a complete

backend to his business.

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He may do coaching and live events

or a mastermind like he may do deeper

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things behind what he is offering on his

website, but what's fascinating is how

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clear and simple entry is into his world.

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And I think as experts, that's the other

thing that we sort of struggle with is,

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how do we keep our message simple so

people can hear it and people know what

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to do in order to be able to work with us.

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Right?

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We tend to know our topic

so well that we over.

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We overeducate, we over, design what we

wanna do, like we could do it this way

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or this way, or this way, or this way, or

this way, or this way or this other way.

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And so we put all of those out

there and it starts to confuse

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our audience immediately.

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So you'd step into his site and it gives

you one option, which is the one online

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course for $197, and that brings you

into his world so that you can start

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to experience his course that he has.

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Now, again, I assume that

he's got some sort of backend.

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If not, he should call me

and I'll help him build that.

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But what I wanna do as a customer is

I wanna take the first step, right?

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The first step is taking the

class that mirrors or matches

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the Duke University course.

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And then from there I may wanna

work with him more because I'm still

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struggling to learn how to fail.

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I'm still struggling to

go through, that process.

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But that comes after I have done

his initial course, and if you

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check out his page, he talks about

that he has a framework for how

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he teaches this in the university.

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He has a framework for how he leads with

this out when he's doing online courses

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or whatever else he's doing, and, and so

he's literally done exactly what should

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be happening when somebody goes from

sort of expert operator, you're doing the

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work, you're doing the thing, all of your

expertise is in your head, to moving into

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becoming a Scalable Expert, which means

that you have a way for people to actually

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learn from you, that doesn't require you

to be physically present in front of them

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all of the time to, how do you start to

then, deepen that customer experience with

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the person who comes in and learns your

framework who wants more, who wants to dig

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deeper into your topic, your expertise.

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So if you think about, and go and

look at how simple it is, that he

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has sort of brought people into his

world, that is where the simplicity of

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being able to package your expertise

for your customer, for where they

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are in the customer journey, and

not overloading them with a million

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different options for them to take.

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I wanted to share that example with

you because it is a great example

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of becoming a Scalable Expert and,

and what that starts to look like.

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We look at examples like

Donald Miller, we look at Mike

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Michalowicz, we look at Brene Brown.

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We look at all sort of these, these

thought leaders and people who

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have a Scalable expertise brand,

right, they've created a scalable

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IP business, we look at them and we

say, oh well you know, they were able

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to do that because of X, Y, and Z.

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And they started exactly the

same way that all experts start.

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They had an expertise.

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They were doing it for

clients and customers.

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Then they looked at it and said

how do I package this and make

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a bigger impact in the world?

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And they started from there.

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That's the foundation.

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And instead of trying to do all of

the things for everyone, which kind

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of keeps you, only able to serve

a small handful of people, it's

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looking at taking that and being able

to really make that bigger impact.

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So think about it like if Dr.

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Dinin only was teaching at Duke University

no one else would even know how impactful

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his framework is for learning how to

fail and embracing failure or taking

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steps to learn how to, to actually

do the things that will put you in a

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position to get to the next level, right?

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Only students at Duke University would

know about him, and only students at

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Duke University would be able to, to

benefit from his expertise that he has

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been able to acquire over the years.

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And so when you look at it and you shift

it and you say, oh, well, how great is

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it that he is able to make an impact with

more students, with more people than the

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amount of people who could be admitted

at Duke University, you start to think

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about, what does that look like for you?

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What does that look like when

you are packaging your expertise?

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Who else may benefit from

your expertise versus just the

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people that you can serve today?

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So I challenge you to start looking

at examples like that out in the wild

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and start to think about how do you

package your expertise into something

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that allows you to get it out there

in a bigger, bigger way so you can

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make a larger impact in the world.

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All right, there you go,

that is my example for today.

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If you love this episode, please share

with other people give us a shout out,

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give us a rating, and when you are

ready to start thinking about taking

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your expertise and moving it into

packaging it, and then moving it into

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a scalable IP business, give me a shout

we'd love to talk to you and see how we

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can work together to make that happen.