“How can you be involved in marketing and not know who Jeff Walker is?”

It was October 2014. Long Beach, California. I was at another Michael Port event, this time feeling more confident, more established in my tribe.

During a break, I was talking to Jordi, this guy from Switzerland who’d become a friend. Casual conversation about marketing, about what we were learning.

And he asked me: “Are you going to the Jeff Walker event this week?”

I had no idea what he was talking about.

“Who’s Jeff Walker?”

The look on his face. Like I’d just said I didn’t know what the internet was.

“How can you be involved in marketing and not know who Jeff Walker is?”

I didn’t have an answer. I just knew in that moment: I needed to find out.

The Discovery

I got home from Long Beach and went straight down the rabbit hole.

Started following Jeff Walker. Watching his videos. Reading his emails. Studying everything he was putting out.

This guy wasn’t just teaching marketing. He was teaching something different. A system. A formula. A way of launching products that felt almost… scientific.

And I was hooked.

So then I found this guy Jeff Walker and he announced he was launching his signature course: Product Launch Formula.

The registration was opening at 11am on a Tuesday.

I remember that morning. Sitting at my desk. Credit card already out. Course page loaded and ready.

The clock hit 11:00.

By 11:01, I’d bought the course.

I didn’t hesitate. Didn’t need to “think about it.” Didn’t need to “run it by someone.”

Something in my gut told me: This is it. This is the piece I’ve been missing.

The Opportunity

Here’s what made this moment perfect:

Ireland was about to enact the Companies Act 2014. The biggest overhaul of company law in decades. Every business in Ireland would be affected. Every accountant would need to understand it. Every firm would need to advise their clients.

This was massive.

And we’d been trying to figure out how to monetise it. How to turn this legislative change into something that would serve firms while generating revenue for OmniPro.

We’d been thinking: Training events. Consultancy. The usual stuff.

But then I went through Product Launch Formula.

And everything changed.

The “Insane” Decision

After going through PLF, I knew what we needed to do:

We needed to create an information product. A complete toolkit. And we needed to launch it using Jeff Walker’s formula.

Looking back on it, it was insanity.

We had 6 months. We’d never created anything like this before. We’d never done a launch. We’d never built an information product at scale.

But I’d seen what was possible. I’d learned the system. And I trusted it.

So we built it.

CompaniesAct2014.com

We created a complete toolkit:

• Video training modules
• Implementation guides
• Client communication templates
• Everything a firm would need to navigate the new legislation

Then we built the launch.

Pre-launch content. Email sequences. Webinars. The whole PLF system.

We set the launch date: June 2015. To coincide with the legislation coming into effect.

And we executed.

The Result

Over 14 days, more than 600 firms signed up to our product.

Six hundred firms. There are only about 2500 firms in Ireland and a quarter of them bought our product.

In two weeks.

I remember watching the numbers climb. The emails flooding in. The registrations pinging through our system.

It was surreal.

We’d done launches before. We’d sold training. We’d had successful events.

But nothing like this.

Nothing at this scale. Nothing with this impact. Nothing that felt this… exponential.

“In that moment, it did feel like we had made it.”

I actually thought that. Standing there, looking at the numbers, feeling the momentum.

We’d cracked it. We’d figured out the formula. We’d done what seemed impossible six months earlier.

That was the feeling: We’ve made it.

But here’s the thing about inflection points:

They’re not endings. They’re beginnings.

What Happened Next

Having experienced that success with Jeff Walker’s system, we knew we needed more.

So in October 2015, we went to a Jeff Walker event. Three days immersed in product launches, online marketing, and building real digital businesses.

And at the end of that event, we joined his mastermind.

I’ve been part of Jeff Walker’s mastermind for almost 10 years now.

Currently in his Platinum Plus. The top tier. The people who are implementing at the highest level.

And that decision—that investment—has been one of the most transformative of my entire business career.

The Doors That Opened

Here’s what being in Jeff Walker’s world gave me:

It wasn’t just Product Launch Formula, though that alone would have been worth it.

It was the people I met. The doors that opened. The connections that formed.

Through Jeff Walker’s community, I was introduced to:

Joe Polish and Genius Network—where I learned about marketing at a completely different level. Where I discovered the power of being in rooms with people who are playing a bigger game.

Stu McLaren—the membership guy. Who completely flipped my thinking on recurring revenue. Today, over 50% of OmniPro’s revenue is monthly or annual recurring revenue on direct debit. That came from Stu.

Dan Sullivan and Strategic Coach—which deserves its own letter (spoiler: it’s coming). Dan’s frameworks around Who Not How, Gap vs. Gain, and Unique Ability literally changed my life.

And through these connections, I encountered people like:

• Tony Robbins
• Russell Brunson
• Alex Hormozi
• Keith Cunningham
• Richard Koch

The list goes on.

Each one opened another door. Taught another lesson. Showed another possibility.

The Real Inflection Point

Here’s what I didn’t understand when I bought PLF at 11:01 that Tuesday morning:

I thought I was buying a course on how to launch products.

What I was actually buying was access to a completely different way of thinking about business.

Jeff Walker didn’t just teach me how to run a launch.

He taught me:

• How to think about value at scale
• How to package knowledge into products
• How to build businesses that grow beyond your hours
• How to reach people I’d never otherwise reach
• How to create impact at a level I’d never imagined

And more than that—he introduced me to a community of people who were all thinking this way.

People who didn’t see limits. People who asked “how big can this get?” instead of “is this possible?”

That shift in thinking—that’s the real inflection point.

The 600-firm launch was proof it worked. But the thinking behind it? That’s what’s continued to compound for the last decade.

The Lesson

This connects to Business Development and Strategy in the ProfitPro 6 Step Success Pathway.

1. Strategy – Mission Vision Executable Plan
2. The 4 Ps – Proposition, Product, Price, Payment

3. Your Customer – Red Velvet Rope Policy & Ideal Clients

4. Business Development – Marketing Sales Retention

5. Your People – Who not How and the Org Chart

6. Leverage and Scale – SOPS, Technology, Automation, AI, Leadership

Because here’s what I learned about inflection points:

They happen when you combine the right knowledge, the right opportunity, and the right implementation.

Think about it:

I’d been building OmniPro for 10 years when I discovered Jeff Walker. We had clients. We had revenue. We had a reputation.

But we were still trading time for money at scale.

PLF showed me a different model. An information product. A way to leverage knowledge instead of just delivering services.

The Companies Act gave me the perfect opportunity. A massive market need. Perfect timing. Built-in demand.

And the launch formula gave me the system to execute.

That combination created the inflection point.

But here’s what most people miss:

Inflection points look inevitable in hindsight. Like: “Of course that worked. Of course that was the moment.”

But in the moment? It felt like insanity.

It felt risky. Uncertain. Like we were betting everything on something we’d never done before.

That’s the nature of inflection points: They require you to do something you’ve never done, at a scale you’ve never attempted, using systems you’ve never tested.

And you won’t know if it’ll work until you’re in the middle of it.

What This Means for Your Firm

Most accountants build linear businesses:

More clients = More work = More hours = More revenue

That works. Until it doesn’t.

Until you run out of hours. Or energy. Or desire to keep going at that pace.

The inflection point comes when you figure out how to grow without growing your hours.

When you move from trading time for money to leveraging knowledge at scale.

When you are building a profitable, sustainable, scalable business.

For us, that was information products. Online courses. Membership programs. Recurring revenue models.

For you, it might be:

• Productising your advisory services
• Generating value priced recurring fees
• Creating client training programs
• Building a membership community
• Developing proprietary frameworks
• Packaging your expertise into scalable offerings
• Developing and delivering services at scale not dependant on you or personalties

But here’s the key: You need the system to do it.

Just having the idea isn’t enough. Just wanting to scale isn’t enough.

You need to learn from people who’ve already done it. You need the frameworks. The strategies. The execution plans.

That’s what masterminds and mentors give you: The proven systems that create inflection points.

The Investment That Keeps Paying

Since 2014, I’ve invested over a hundred dollars in Jeff Walker’s programs and masterminds.

People always ask: “Is it worth it?”

Here’s my answer:

That 600-firm launch in June 2015 generated more revenue in 14 days than I’d spent on Jeff Walker’s training in total.

It paid for itself immediately.

But that’s not even the real ROI.

The real ROI is the recurring revenue model we built. The information products we’ve launched since. The business model we’ve transformed into.

The real ROI is the connections—being in rooms with Joe Polish, Dan Sullivan, Stu McLaren. The collaborations that formed. The opportunities that opened.

The real ROI is thinking at a completely different level about what’s possible.

And that compounds forever.

Questions to Ask Yourself:

• Are you still building a business that trades time for money?
• What would it look like to package your expertise into products?
• When’s the last time you learned from someone who’s already built what you’re trying to build?
• What’s your “Companies Act 2014″—the perfect opportunity sitting right in front of you?
• Are you surrounding yourself with people who think at the scale you want to reach?

YOUR TURN

What’s stopping you from making your next leap?

Is it the knowledge? (Learn from someone who’s done it.) Is it the system? (Find the proven framework.) Is it the courage? (That comes from seeing others do what seems impossible.)

The inflection point is there. The opportunity is there.

The question is: Are you willing to invest in the knowledge and system to execute it?

I’m curious: What’s your “600-firm launch”? What’s the opportunity you can see but haven’t built the system to execute?

Let me know. Because sometimes naming it is the first step to doing it.

Tomorrow: Letter 10/21 – “You Don’t Have to Be a Good Manager” (2018, Strategic Coach) – Permission to Not Be Good At Everything