Join me as I chat with Jonathan Courtney about how businesses can thrive by going against current digital trends, particularly by offering premium in-person experiences while others focus on AI and virtual offerings. He shares how his company has successfully transitioned from digital-only to in-person events, charging higher prices for physical experiences that consistently sell out. The conversation explores how physical products and experiences create perceived value, authenticity, and scarcity that digital alternatives cannot replicate.
Timestamps:
00:00 – Intro
01:33 – The Anti-Trend to AI
05:53 – Why IRL Events
09:09 – Frameworks for Creating IRL Events
17:20 – JC’s Process for throwing IRL Events
30:27 – The power of physical products vs. digital offerings
36:22 – Final Thoughts and Conclusions
Key Points:
• Jonathan Courtney explains how to profit from the "anti-trend" to AI and digital automation by focusing on in-person experiences
• In-person events are becoming increasingly valuable as people seek relief from digital overload and AI-generated content
• Physical products and in-person events create scarcity and authenticity that digital offerings cannot match
• Building small, dedicated audiences (even just "100 true fans") can be sufficient to run successful high-ticket in-person events
1) The Anti-Trend Opportunity
Jonathan discovered that while everyone’s rushing to build digital communities and AI tools, there’s HUGE demand for the exact opposite:
• In-person experiences
• Physical products
• Human connection
His in-person events sell out FASTER than digital offerings despite being 2-3X more expensive!
2) The Framework: Digital → IRL
Jonathan’s strategy is brilliantly simple:
• Look at what’s popular in the digital-only space
• Create an in-person version with a nostalgic vibe
• Make it EXCLUSIVELY in-person (no virtual options)
• Highlight why virtual is inferior
Example: He turned a boring digital mastermind into "Summer Camp" – sold 30 tickets at $6,800 each with minimal marketing!
3) Why In-Person Events Are Marketing Gold
In-person events create advantages digital CANNOT match:
• Real scarcity (limited physical seats)
• Social proof (footage of real people having fun)
• Trust building (customers see you’re a real person)
• Natural upselling opportunities
"These events are essentially a 3-day advertisement for everything else you offer" – Jonathan
4) The Physical Product Advantage
It’s not just events – physical products are making a comeback!
Jonathan showed off a $5,800 physical folder of business playbooks that people are buying DESPITE the content being available as free PDFs online.
Why? Physical products:
• Feel more valuable
• Are more likely to be used
• Create a tangible connection
• Are harder to replicate with AI
5) How to Start (Without a Big Audience)
The beauty? You DON’T need a massive following:
"I post something on X and maybe get 2-3 likes, and I can still fill up these events" – Jonathan
His tactical approach:
1. Choose a date
2. Find a location
3. Message 5-10 potential attendees directly
4. Create a simple campaign highlighting the location
5. Fill the event!
6) The Ultimate Moat
In an age where AI can replicate almost anything digital, in-person experiences create a powerful business moat:
7) Real Examples That Work
Jonathan’s successful anti-trend businesses:
• Facilitator certification: $14,300 in-person vs $6,000 online
• Summer Camp: $6,800 per ticket, sold out in days
• Retreats in unique locations (like renting an entire Italian village!)
• Physical workbooks and materials
All with MINIMAL marketing and a small audience.
8) The Anti-Trend Sweet Spot
The perfect anti-trend business combines:
• Something people are doing digitally
• A physical/in-person alternative
• Higher price point (2-3X digital)
• Limited availability
• Focus on experience over convenience
The #1 tool to find startup ideas/trends – https://www.ideabrowser.com/
LCA helps Fortune 500s and fast-growing startups build their future – from Warner Music to Fortnite to Dropbox. We turn ‘what if’ into reality with AI, apps, and next-gen products https://latecheckout.agency/
Boringmarketing – Vibe Marketing for Companies: boringmarketing.com
The Vibe Marketer – Join the Community and Learn: thevibemarketer.com
Startup Empire – get your free builders toolkit to build cashflowing business – https://startup-ideas-pod.link/startup-empire-toolkit
Become a member – https://startup-ideas-pod.link/startup-empire
FIND ME ON SOCIAL
X/Twitter: https://twitter.com/gregisenberg
Instagram: https://instagram.com/gregisenberg/
LinkedIn: https://www.linkedin.com/in/gisenberg/
FIND JONATHAN ON SOCIAL
Unscheduled CEO Podcast: https://www.unscheduledceo.com/
X/Twitter: https://twitter.com/Jicecream
LinkedIn: https://www.linkedin.com/in/jonathan-courtney-4510644b/
