When you want to scale your business, it’s easy to default to “more”. More offers, more marketing, more customers… more audiences. But “more” often leads to distraction and ends up slowing growth instead.

In this episode, Tara breaks down this common challenge scalable experts face after creating a signature offer: losing focus when it’s time to grow. Instead of doubling down on the right audience, many experts start widening their message, experimenting with too many directions, and diluting their efforts.

Tara shares why the Power of One matters so much in this phase of business growth: one customer, one problem, one result. She explains how distraction can creep in once you begin scaling, why trying to speak to too many audiences slows traction, and what to do instead if your growth feels scattered.

If your offer is solid but momentum feels slower than you expected, this episode is your reminder to refocus, simplify, and return to the fastest path forward.

In this episode, Tara covers:

1. What “The Power of One” really means
2. Why focus is the hardest part of building a scalable offer
3. How distraction shows up after you’ve created traction
4. The danger of speaking to too many audiences at once
5. Why diluted messaging slows growth
6. How to refocus on your ideal customer and core transformation

Chapters

00:00 Introduction + the challenge Scalable Experts face

00:54 The Power of One: one customer, one problem, one result

01:54 Why finding your focus is the hardest part

02:36 Phase two: package, test, and scale the experience

03:44 What happens when distraction sets in

04:41 How growth gets diluted by too many opportunities

06:34 A client example: solid offer, slow traction

07:21 Why scaling still requires patience and reps

08:32 Warm audiences vs. cold audiences

09:14 Putting the right hooks into the market

11:10 The problem with marketing to six different avatars

12:16 How diluted messaging slows growth

14:32 The fix: double down on one ideal customer

15:37 Strategic focus vs. shiny object distraction

16:18 Refocus on the fastest path to transformation

16:56 Final encouragement + next steps

If this episode resonates, share it with another expert who may need to refocus before they scale. And for more tools and resources, visit TaraLBryan.com.

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.

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Mentioned in this episode:

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

Hey everybody.

2

Welcome to season three of the

Scalable Expert™ Podcast, the show

3

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

6

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.

9

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

15

deliver an infinite amount of ways

to be able to scale your business.

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Alright, let's get started.

17

Hey everyone, welcome to today's

episode of the Scalable Expert Podcast,

18

I am thrilled that you're here.

19

Hey, in this episode I wanna talk about

an experience that um, I I know that

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many of our clients and other scalable

experts out there sort of trip on as they

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are growing and scaling their business.

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So a lot of times when people come in

they're transferring from, you know,

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an overworked expert operator into a

scalable expert, one of the things that

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we do as we're taking them through the

Infinite Scale method is, in phase one,

25

is really finding your focus, right?

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How do you take your IP (intellectual

property), what you've been doing in

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helping your customers and clients either

in services or one-on-one offers or

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coaching, or whatever it is that you're

doing, start to package that into an

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experience that you can grow and scale.

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One of the ways that we do that, is we

help our customers really capture the

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power of one; one customer, one problem,

to one result, right, or transformation,

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into that signature methodology,

or capturing and packaging your IP.

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A lot of times in this phase people

get that aha moment of like, okay, I

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can take all the things that I've been

doing, all of the services, all of the

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one off custom requests that people

have, and start to own the process.

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Start to own how you show up and

how you help customers, which

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then starts to change the game.

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At that point in time, as you're really

dialing in, like, who it is you're

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helping, that one ideal avatar that

you, that you want to be helping, and

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solving that one problem that they

have the highest desire to solve, and

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helping them get to that outcome or

that result or that transformation

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that they're looking for, right?

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You can look at all of that, create

that into your signature proprietary

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IP path, your framework, and start

to really see how you can shift your

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business creating that one signature

core offer that allows you to deliver

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that experience, the kind of the

fastest path from point A to point B.

47

A lot of that is fairly

straightforward for people.

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The hardest part in that is actually

just finding your focus, right?

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And then getting out of your

head, taking all of that knowledge

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and expertise that you have, and

distilling it down to a path that helps

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somebody go from point A to point B.

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Once you get through all of that, then

you move into phase two, which is really

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like, okay, now you're gonna package

it, now you're gonna test it with real

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customers and start to really dial in

your scalable engagement so you can

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deliver an experience at scale, get

more and more people into your signature

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experience, whatever that looks like.

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So once you get through phase one and

phase two then you're like, okay, I've

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got this, I've done my transition from

being overwhelmed, doing all of the

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things to really honing in on your core

experience and delivering a transformation

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to those ideal clients that you have.

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Now all that's great.

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If you are already through

that process, congratulations.

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You have definitely started to shift

how you are showing up in your business.

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So hopefully you're starting to

see that you're not overwhelmed

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by your calendar anymore, right?

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You're really able to start serving

at the highest level without being

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at capacity and having it take

all of your time and attention.

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But here's what starts to happen is, as

you're like, okay great, now I'm ready

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to grow and scale this, I'm ready to keep

adding more and more people, what starts

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to happen is that distraction sets in.

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Loss of focus starts to set in.

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Because instead of saying okay, how do

I continue to scale by just serving my

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ideal customer, continuing to put more

and more people into this, into your

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signature offer, what starts to happen,

and maybe this is because we're all

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creators, maybe this is because where

people are in their business where they

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shift from creating to now marketing

and selling and they get distracted by

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the marketing elements of it, but what

starts to happen is a dilution of efforts.

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Let me explain what I'm talking about.

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So when you start to shift into, well,

I wanna grow this, I want this to be

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bigger, I want this to start scaling,

what starts to happen is you look at all

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the opportunities that are out there.

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So say you have some customers that

you've been serving and they're like,

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wow, it would be really great if this

happened, and then you're like, great,

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I'll do that, that's a great idea.

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So you add that element in.

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Maybe you have a prospect that comes

to you and says, you know what?

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This is really great.

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I really like your methodology,

and I really like your core

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offer, but I would like to have

it delivered to me in this way.

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And you're like, great, let's do that.

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And so then you shift and create

a, a new way of delivering your

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signature methodology based on

what that one person is asking for.

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And then you're like, oh,

well I have this great idea.

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I was listening to this thing, and

now I can create this new thing

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based on my methodology for this new

audience and sell to this new audience.

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And then I was looking at potentially

being able to offer my, my methodology in

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this new way to this other audience over

here because somebody was asking about it.

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So what starts to happen is you get really

excited about all these people you could

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potentially be helping, and you lose sight

of who your ideal client is and how you

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have specifically and purposefully created

an experience for them that gives them

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the fastest path from point A to point B.

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And what starts to happen is

you get overwhelmed again.

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It's just overwhelmed with

something different than what you

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are overwhelmed with at the time

that you started down this journey

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of becoming a scalable expert.

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So I have a client right now and she has

a solid methodology, a solid signature

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offer and experience that she sells.

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She's been able to sell it.

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She's tested it with her market.

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She has a lot of sort of, I would say,

medium and hot buyers who have been a

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part of her journey, both in testing this

new sort of packaged, experience that

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she has and in starting to grow it beyond

where it is, currently, selling, right?

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But it's not moving fast enough, right?

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She, it's not moving fast enough for her.

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So she wants to grow and scale

this, you know, exponentially and

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she wants to do it very quickly.

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Now, here's the, here's the rub.

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Here's the problem, is first of

all, one of the things that I always

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tell my clients, this client and

other clients that I work with is,

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you are starting a new business.

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You're starting a new

segment of your business.

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Just like starting your business

from the, from scratch, the very

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first time that you started it, it

doesn't happen, you don't go from zero

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to a million in like a day, right?

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Doesn't happen.

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You have to go through and do the reps.

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You have to build the systems.

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You have to build the engines

that allow the business to

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start to exponentially grow.

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And so you have to have a little patience.

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You have to know that what you're

doing is planting the seeds.

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If you've tested your new solution, if

you have tested your methodology, and

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it is, it is dialed in, it is producing

the results that you anticipate, your

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clients that you have in it are happy

and they're getting results, you know

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that you're on the right track, and now

it's a matter of catching that momentum

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that your authority is starting to build,

but it's not gonna happen overnight.

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So when you go out to market and you

start to move beyond the people who

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are already in your world, so that

warm and hot audience, those are the

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people who are already in your world.

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They're already, they already

know, like, and trust you.

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They know that what you have

to offer is going to help them.

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Those are the kind of

the juicy sales, right?

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That's really easy for you to capture

those people and get them into your

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world so that you can start serving

them and getting those them results.

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That's where you start with those people.

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When you're looking to grow and scale,

you are starting to move out to a

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colder audience, meaning people don't

know you yet, they don't know and

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like, and trust you yet because they

don't know what you have to offer.

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So when you go out to that

market, you have to start

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putting hooks out into the water.

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However, you need to put hooks out on

the water to try and gain their attention

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based on who it is that you're serving.

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So this is where things start

to go a little south, is

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that you wanna move quickly.

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You wanna get out to more and more people.

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You want to start serving a wider

audience, and so you lose sight of

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who your ideal avatar is, and you just

start talking to anyone who will listen.

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Right?

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And one of the things that I always

say is just picture yourself, so

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like, close your eyes for a second and

just picture yourself in the middle

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of a super busy, busy area, right?

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So maybe you're out on Times Square in New

York City and there are people all over.

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There are hundreds and hundreds

of people all just around you.

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And if you just yell out, I

can help you, I can help you.

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Then what happens is you're gonna have

some people who maybe are next to you are

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gonna be like, well, how can you help me?

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And you're like, let me tell you.

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But these are just random people who you

have shouted out to in the world, and

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they may not have the problem that you are

most uniquely qualified to solve with your

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methodology and your signature solution.

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And that is not failing at being

able to help a wider market, that

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is just the fact that you are not

speaking to your ideal avatar.

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So consider if you had, if you were to,

in a stadium, and in that stadium were

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only your ideal customers and you were

speaking to them, what would you say?

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How would you get their attention?

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So they knew that you are the person

that can help them get from where they

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are today to where they want to go?

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That is a completely different lens in

which to think about the conversation.

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So going back to my client that

I have, she has sort of segmented

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her, um, marketing efforts into

six different audiences, meaning

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six different ideal avatars.

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Now, this could work, right, if you

were to stack the avatars across

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time, but it doesn't work when you're

trying to speak to six different

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types of people all at the same time.

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Because what happens is when you

go out to marketing, not only is it

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very, very expensive to speak to all

of those people at the same time,

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but your message gets diluted, right?

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You get out to like, again, go out to

Times Square and you have six different

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people that you're trying to talk to and

they're like, well, I don't, I don't know.

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Is this gonna solve my problem?

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Well, I'm not sure.

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Like it kind of feels like it's the

right thing, but I'm not positive.

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And it's because you're trying to have

a message for six different people.

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So things get complicated and

convoluted, and if you are confused,

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then your customer is for sure confused.

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So often when we're trying to grow

and scale, and we don't have unlimited

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resources, we don't have unlimited, you

know, time and effort and energy, what

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happens is instead of scaling, by focusing

and really dialing in and owning the

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market, there's like this dilution that

starts to happen, which is, sort of what

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my client is dealing with right now, which

is, well, I haven't been able to gain

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traction here, so I'm gonna move here.

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I haven't been able to gain traction

here, so I'm gonna move here.

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Or, this is going slower than I thought,

so now I'm gonna move in this direction.

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Or, I don't like how I've been

attracting these people, so

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now I'm gonna move over here.

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And so what's happening is, is she's

trying to shift to figure out where

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she's gonna gain traction and who it is

exactly that she is, is helping, right?

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So she's done the work in the past, she's

sort of forgotten about the work that

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she's done in the past in terms of who

the ideal customer is, or she thought

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she knew who the ideal customer was,

sort of skipped that step, moved into a

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methodology that she was already working

through, and now is in the place of like,

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oh well, who is, who is going to hear

and resonate with this message the most.

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So instead of putting hooks out to

attract the people that are ideal for

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the solution, she is putting hooks

out to determine who the audience is.

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That is a different problem, and that

problem is not gonna get her any closer

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to growing and scaling very quickly.

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It's gonna get her some experience in

looking at who she's hitting and who she's

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not hitting, but what it's doing is it's

actually slowing her down, even though

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she's doing a lot of activities, right?

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She's speaking to a lot of people.

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She's doing different marketing

activities, which is taking up her

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time to, to get more eyeballs on what

she's doing, but it's not directed and

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it's not specific and so what's gonna

happen is it's actually gonna slow

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her down because she's not dialing in

specifically who her ideal avatar is.

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So my recommendation to her and to

anyone who's kind of dealing with this,

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'cause it's a very, very common challenge

especially in the stage of the game when

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you're kind of looking a little bit at a

wider lens or if things aren't going as

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fast as you want them to be going is to

start to widen who it is you're serving

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and instead, double down on who it is

that is your ideal customer for this

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signature offer that you have, and really

hone in on how do you speak to them?

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How do you get their attention?

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What is the problem that

you're trying to solve?

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What are the things that they're

telling themselves as they're

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struggling to get to the outcome

that your solution will give them?

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Right?

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So this is the time to focus

on one avatar, not to go wide

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with lots of different avatars.

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Put the hooks out for one

avatar, not hooks out for

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six or seven or more avatars.

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So if you are dealing with this,

again, this is very, very common.

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This is part of the growth and scaling

process, and we talk about this

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in phase one, is the power of one.

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The power of really focusing.

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That is a discipline my friends of

owning and running your business, is

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how do you know how to strategically

focus, versus chasing kind of the

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opportunities or the shiny objects

that are out there that may just be

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distracting you from really being able

to grow and scale in the fastest way that

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is possible for you and your business.

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So if you are dealing with this,

again, I'm gonna tell you that this

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is a part of the process, right?

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The discipline of going back

and saying, okay, now I have to

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refocus on who it is I'm serving.

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What problem and results am I

delivering to them, and how am I

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giving them the fastest path to being

able to go from point A to point B?

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That is where you start to focus

and really get to know your avatar

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at a completely different level.

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That is where you start

diving in before you go wide.

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So that, my friends,

is my tip for the day.

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If you need help with this, if you

just wanna talk through this 'cause

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you're like, oh yeah, yep, that's

kind of me as I've been doing that

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and getting distracted and starting

to build all sorts of new things,

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because the one thing that I'm working

on is not gaining traction as quickly

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as I want, this episode is for you.

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Go back and listen to it again.

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Start to sketch out and go back to that

work that you did on really identifying

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who it is you're serving, what problem

you are helping them solve, what is

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the solution that they're looking for?

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What does that result or transformation

that they want to have happen?

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And then what is the path, the

fastest path that helps 'em get there?

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Go back to that, dial that in, really

get a chance to speak directly to

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your ideal customer on how you can

help them make that transformation.

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And that is how you start to

build and grow and scale your

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infinitely scalable business.

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If you love this episode, give it a rating

and share it with a colleague or a friend.

275

Also go check out any of the,

great tools and resources that we

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have for you out on taralbryan.com

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and, until next time, scale your

business, not your calendar.