March 14, 2025 • 12 mins
Want access to the book? go to PlatformGrowthBooks.com
Decide Your Next Move: Embrace Feedback and Optimize Your Offer
In this episode of 'Market Your Message Show,' host Jonathan Milligan delves into Chapter 20 of his book 'Validate Your Offer.' He explores the essential steps to take after launching your validation offer, emphasizing the importance of using feedback to refine and improve. The episode highlights the concept of learning from failed attempts, much like Thomas Edison, and offers four potential paths for deciding your next move: repeating a successful offer, changing the topic while keeping the format, expanding a winning topic, or experimenting with a new concept. Tune in for actionable insights to transform your idea into a successful business strategy.
00:00 Welcome to the Market Show
00:11 Introduction to 'Validate Your Offer'
01:12 Chapter 20: Deciding Your Next Move
02:53 Embracing Feedback and Moving Forward
04:37 Exploring Four Potential Game Plans
07:51 Bonus Move: Mapping Out a Profit Calendar
08:52 Brainstorming Your Next Move
12:20 Key Takeaways and Final Thoughts
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello and welcome to the market.
(00:01):
Your message show.
I'm your host, JonathanMilligan.
And we are going through thethird book in the series.
Validate your offer.
This is an important bookbecause a lot of people will
start their business online.
And then they're trying tofigure out how do I create
(00:21):
something that people will wantand how do I do it without
wasting time?
And that's what this third bookin my book series is all about.
Now as a thank you for being aloyal podcast listener, I am
making the audio book availableone chapter at a time every
single week.
And as you're listening to this,we are currently going through
(00:43):
that.
Validate your offer.
Now, if you ever want the audiobook or you want the book or the
workbook, you can go to platformgrowth, books.com again, it's
platform, growth books.com, andyou could order one of those.
And of course, listen, as you gothrough the book or use the
workbook to implement what youhear.
(01:06):
In each episode.
So with that being said, let'sjump right in to today's
chapter.
Speaker 69 (01:12):
Chapter 20, Deciding Your Next Move.
Thomas Edison hunched over hisworkbench, surrounded by a
graveyard of failed experiments.
Filaments, glass bulbs, wires,all testaments to his relentless
pursuit of a world changingidea.
The electric light bulb.
But here's the thing.
Edison didn't just wake up onemorning, screw in a bulb and
(01:34):
voila, let there be light.
No, his journey was a series ofvalidation offers.
Each failed attempt was a tinyworkshop, a mini course on what
doesn't work.
You see, Edison understoodsomething most folks miss.
Failure isn't the end of theroad.
It's just a signpost pointingyou in a new direction.
(01:55):
Every busted bulb was a debrief,a chance to survey the results
and decide his next move.
And that's precisely what we'rediving into in this chapter.
You've put your idea out there,tested the waters with your
validation offer, Now, it's timeto parse that feedback and chart
your course forward.
Will you stick with the sametopic but level up your offer?
(02:16):
Maybe you'll keep the format butswitch gears to a new subject.
Or perhaps, you'll double downon a winning idea and build it
out into something bigger.
The beauty is, there's no oneright path.
But by following in Edison'sfootsteps and treating each
effort as a chance to learn,you'll light the way to a
brighter future for yourbusiness.
(02:37):
So grab your metaphoricaltoolbox and let's get ready to
tinker, tweak and transform yourvalidation offer into a beacon
of success.
If Edison can light up the worldone experiment at a time, just
imagine what you can achieve bydeciding your next move with
intention and insight.
Speaker 70 (02:53):
How to decide your next move.
You've poured your heart intoyour validation offer, launched
it out into the world, and nowyou're staring at the feedback
rolling in.
Cue the drum roll, right?
But wait, what's this?
Crickets, confusion, maybe evena sprinkle of criticism.
Ouch.
Here's where most peoplestumble.
(03:14):
They either slam on the blindersand barrel ahead with their
original plan, ignoring thewriting on the wall.
Or they throw up their hands indefeat, convinced their idea is
a dud.
But here's the thing, both ofthose knee jerk reactions are a
fast track to nowhere.
When you tune out feedback,you're missing out on a goldmine
of intel that could help youpolish your offer to a high
(03:36):
shine.
So, what What's the move?
Embrace the feedback, warts andall.
Treat it like a trusted advisor,whispering secrets to success in
your ear.
Your validation offer isn't thefinal destination.
It's just the first pit stop ona winding road.
Think of it like dating.
You wouldn't expect to meet yoursoulmate on the first blind
(03:57):
date, right?
No, you'd gather info.
Adjust your approach, and maybeeven tweak your profile pic.
Building a business is nodifferent.
Each validation offer is achance to learn, adapt, and come
back stronger.
So, take a deep breath, put onyour detective hat, and get
ready to mine that feedback forall it's worth.
(04:17):
When you view your validationoffer as one chapter in a longer
story, you'll be amazed at theplot twists and triumphs waiting
just around the bend.
All right, bye for now.
Let's dive in.
You've got your feedback.
You've sifted through theinsights.
Now it's time to decide yournext move, but here's the
beautiful thing.
There's no singular right path.
(04:37):
You've got options and we'reabout to explore four potential
game plans.
Speaker 71 (04:42):
Four paths to consider.
You've taken a brave step andput your ideas to the test.
Whether the response wasoverwhelming or underwhelming,
you've gained invaluableinsights.
Now it's time to decide yournext move.
Outcome one, same offer type,same topic.
If your offer showed promise,consider running it again.
(05:03):
You've likely just scratched thesurface of your potential
audience.
Many who missed out initiallywill appreciate a second chance
to get in on the action.
Learn from Broadway hits.
Hamilton and others do trialruns in smaller cities.
They make tweaks based onfeedback.
Then they take the refinedversion to the big stage.
(05:25):
You can follow the same script,make strategic improvements to
your initial offer and relaunchit with confidence.
Maybe you increase the price toreflect the value you're
providing.
Maybe you revamp the sales pageto better speak to your ideal
client's desires.
Maybe you can add a powerful newstrategy that didn't occur to
(05:45):
you the first time around.
The key takeaway?
When you've got a winner, doubledown.
Let your initial success fueleven greater success.
Outcome 2.
Same offer type, differenttopic.
Perhaps it's not the offeritself that needs a remix.
It's the subject matter.
If you found yourself energizedby the process of leading a one
(06:06):
day workshop or a month longbootcamp, stick with that
winning format.
Just swap in a new theme thatbetter resonates with your
target audience.
Think of it as a master chef,keeping their signature style,
but changing up the ingredientsbased on what's fresh and in
season.
Give your audience the specifictransformation they're craving
in the container that lights youup.
(06:28):
It's a recipe for success.
Outcome three, same offer type,same topic, but expand to main
offer.
If your validation offer strucka chord content wise, it may be
time to expand your scope.
You've given your audience ataste of what you have to offer.
Now invite them to pull up achair and feast.
(06:49):
Consider splitting your shortworkshop into a detailed course.
Turn your one on one coachingsession into a life changing
group program.
You've seen the demand for yourcore topic.
Don't be afraid to go all in andcreate the definitive resource
on the subject.
Outcome four.
Different validation offer.
New topic.
(07:10):
Maybe you're itching to shakethings up completely.
A new format.
A wildly different topic.
Something that feels equal partsthrilling and terrifying.
Guess what?
That's what validation offersare for.
You have full permission to testthe waters with an
unconventional idea.
Think of it like being an angelinvestor.
(07:31):
You're not risking your entirelivelihood on a single, untested
concept.
You're making small, strategicbets to see what gains traction.
Some may fizzle out, whileothers might just become the
next big thing.
The key is to experiment oftenand pivot quickly.
Bonus move.
(07:52):
Map out a one year profitcalendar.
To really capitalize on thepower of validation offers, try
mapping out an entire year'sworth.
Imagine holding a crystal ball.
But instead of a hazy future,you see a clear roadmap to
consistent revenue.
You might schedule a quarterlyworkshop.
It feeds into a key course,which leads to an application
(08:12):
only mastermind, or perhaps youhost a monthly bootcamp, each
focused on a different hot topicin your niche.
The exact composition willdepend on your business and your
audience, but the principle isthe same.
Treat validation offers not as aone off experiment.
But as the building blocks of asustainable, scalable business
(08:33):
with each offer, you're not justtesting an idea.
You're adding a new incomestream in strengthening your
foundation.
Remember as the legendary PeterDrucker said, the best way to
predict the future is to createit.
So go forth and validate withgusto.
Your ideal audience is waitingfor you to lead the way.
Speaker 72 (08:52):
Today's exercise, brainstorming your next move.
You've gained valuable insightsfrom your initial validation
offer.
Now it's time to harness thatmomentum and plan your next
steps.
One powerful way to do this isthrough a focused brainstorming
session.
Set aside just 15 minutes.
You'll be amazed at what you cancome up with in this short burst
(09:14):
of concentrated creativity.
Grab a pen and paper or open upa fresh document on your
computer.
Then set a timer and let theideas flow.
During this brainstormingsprint, consider the four
potential paths forward,sticking with what's working.
Could you run the same offer onthe same topic again, perhaps
(09:34):
with some minor improvementsbased on feedback, keeping the
format, changing the topic.
Did you love the process ofleading a particular type of
offer like a one day workshop ora multi week bootcamp?
Could you apply that same formatto a different subject that you
That might resonate even morewith your audience going deeper
(09:55):
on a winning topic.
If your validation offers strucka chord content wise, how could
you expand on that theme?
Could you turn a short workshopinto a comprehensive course or a
one time coaching session intoan ongoing group program
experimenting with a whole newconcept?
Is there a completely differentoffer format or topic that
(10:15):
you're itching to test out?
Something that feels equal partsexciting and scary?
Jot down those wild ideas.
They just might be your next bigbreakthrough.
As you brainstorm, don't worryabout perfecting each idea or
deciding which ones are goodenough.
The goal of this exercise issimply to generate
possibilities.
(10:36):
You'll have plenty of time torefine and evaluate them later.
If you find yourself gettingstuck, try asking yourself some
prompting questions.
What topics do my clients orcustomers bring up most often?
What skills or knowledge do Ihave that I haven't fully shared
yet?
What emerging trends ortechnologies could I tap into?
(10:56):
What's a contrarian view in myindustry that I could explore?
How could I put a fresh spin ona classic topic or format?
Remember this brainstormingsession is a judgment free zone.
No idea is too big, too small,or too out there.
You never know which seeminglyrandom thought might spark your
next great offering.
(11:18):
Once the timer goes off, take aquick break to rest your mental
muscles.
Then, come back to your listwith fresh eyes.
Look for any themes or patternsthat emerge.
Circle or highlight the ideasthat feel most energizing or
promising.
You might not settle on a singleclear direction right away.
And that's okay.
Let the ideas marinate a bit,sleep on them, talk them over
(11:41):
with a trusted colleague ormentor, do some further
research.
The right path forward willbecome clear in time.
The key is to keep the momentumgoing.
Don't let the insights from yourinitial validation offer go to
waste.
Use this brainstorming exerciseas a launching pad for your next
steps.
(12:01):
You can repeat a winningformula.
You can remix a proven format.
You can dive deeper into aresonant topic, or you can brave
uncharted territory.
Trust that you're on the righttrack.
Each validation offer is astepping stone to a more
impactful, more profitablebusiness.
You've got this key takeaways.
(12:23):
Audience feedback is a goldmineof insights to refine your
offer.
Use it to make informeddecisions, not as a final
verdict.
After a validation offer, youcan repeat what worked.
Keep the format, but change thetopic, expand a winning topic,
or test something new.
Let feedback guide you.
Plan a one year sequence ofvalidation offers for an action
(12:44):
plan to grow your businessiteratively.
Adjust based on market response.
Hello and welcome to the market.
(00:01):
Your message show.
I'm your host, JonathanMilligan.
And we are going through thethird book in the series.
Validate your offer.
This is an important bookbecause a lot of people will
start their business online.
And then they're trying tofigure out how do I create
(00:21):
something that people will wantand how do I do it without
wasting time?
And that's what this third bookin my book series is all about.
Now as a thank you for being aloyal podcast listener, I am
making the audio book availableone chapter at a time every
single week.
And as you're listening to this,we are currently going through
(00:43):
that.
Validate your offer.
Now, if you ever want the audiobook or you want the book or the
workbook, you can go to platformgrowth, books.com again, it's
platform, growth books.com, andyou could order one of those.
And of course, listen, as you gothrough the book or use the
workbook to implement what youhear.
(01:06):
In each episode.
So with that being said, let'sjump right in to today's
chapter.
Speaker 69 (01:12):
Chapter 20, Deciding Your Next Move.
Thomas Edison hunched over hisworkbench, surrounded by a
graveyard of failed experiments.
Filaments, glass bulbs, wires,all testaments to his relentless
pursuit of a world changingidea.
The electric light bulb.
But here's the thing.
Edison didn't just wake up onemorning, screw in a bulb and
(01:34):
voila, let there be light.
No, his journey was a series ofvalidation offers.
Each failed attempt was a tinyworkshop, a mini course on what
doesn't work.
You see, Edison understoodsomething most folks miss.
Failure isn't the end of theroad.
It's just a signpost pointingyou in a new direction.
(01:55):
Every busted bulb was a debrief,a chance to survey the results
and decide his next move.
And that's precisely what we'rediving into in this chapter.
You've put your idea out there,tested the waters with your
validation offer, Now, it's timeto parse that feedback and chart
your course forward.
Will you stick with the sametopic but level up your offer?
(02:16):
Maybe you'll keep the format butswitch gears to a new subject.
Or perhaps, you'll double downon a winning idea and build it
out into something bigger.
The beauty is, there's no oneright path.
But by following in Edison'sfootsteps and treating each
effort as a chance to learn,you'll light the way to a
brighter future for yourbusiness.
(02:37):
So grab your metaphoricaltoolbox and let's get ready to
tinker, tweak and transform yourvalidation offer into a beacon
of success.
If Edison can light up the worldone experiment at a time, just
imagine what you can achieve bydeciding your next move with
intention and insight.
Speaker 70 (02:53):
How to decide your next move.
You've poured your heart intoyour validation offer, launched
it out into the world, and nowyou're staring at the feedback
rolling in.
Cue the drum roll, right?
But wait, what's this?
Crickets, confusion, maybe evena sprinkle of criticism.
Ouch.
Here's where most peoplestumble.
(03:14):
They either slam on the blindersand barrel ahead with their
original plan, ignoring thewriting on the wall.
Or they throw up their hands indefeat, convinced their idea is
a dud.
But here's the thing, both ofthose knee jerk reactions are a
fast track to nowhere.
When you tune out feedback,you're missing out on a goldmine
of intel that could help youpolish your offer to a high
(03:36):
shine.
So, what What's the move?
Embrace the feedback, warts andall.
Treat it like a trusted advisor,whispering secrets to success in
your ear.
Your validation offer isn't thefinal destination.
It's just the first pit stop ona winding road.
Think of it like dating.
You wouldn't expect to meet yoursoulmate on the first blind
(03:57):
date, right?
No, you'd gather info.
Adjust your approach, and maybeeven tweak your profile pic.
Building a business is nodifferent.
Each validation offer is achance to learn, adapt, and come
back stronger.
So, take a deep breath, put onyour detective hat, and get
ready to mine that feedback forall it's worth.
(04:17):
When you view your validationoffer as one chapter in a longer
story, you'll be amazed at theplot twists and triumphs waiting
just around the bend.
All right, bye for now.
Let's dive in.
You've got your feedback.
You've sifted through theinsights.
Now it's time to decide yournext move, but here's the
beautiful thing.
There's no singular right path.
(04:37):
You've got options and we'reabout to explore four potential
game plans.
Speaker 71 (04:42):
Four paths to consider.
You've taken a brave step andput your ideas to the test.
Whether the response wasoverwhelming or underwhelming,
you've gained invaluableinsights.
Now it's time to decide yournext move.
Outcome one, same offer type,same topic.
If your offer showed promise,consider running it again.
(05:03):
You've likely just scratched thesurface of your potential
audience.
Many who missed out initiallywill appreciate a second chance
to get in on the action.
Learn from Broadway hits.
Hamilton and others do trialruns in smaller cities.
They make tweaks based onfeedback.
Then they take the refinedversion to the big stage.
(05:25):
You can follow the same script,make strategic improvements to
your initial offer and relaunchit with confidence.
Maybe you increase the price toreflect the value you're
providing.
Maybe you revamp the sales pageto better speak to your ideal
client's desires.
Maybe you can add a powerful newstrategy that didn't occur to
(05:45):
you the first time around.
The key takeaway?
When you've got a winner, doubledown.
Let your initial success fueleven greater success.
Outcome 2.
Same offer type, differenttopic.
Perhaps it's not the offeritself that needs a remix.
It's the subject matter.
If you found yourself energizedby the process of leading a one
(06:06):
day workshop or a month longbootcamp, stick with that
winning format.
Just swap in a new theme thatbetter resonates with your
target audience.
Think of it as a master chef,keeping their signature style,
but changing up the ingredientsbased on what's fresh and in
season.
Give your audience the specifictransformation they're craving
in the container that lights youup.
(06:28):
It's a recipe for success.
Outcome three, same offer type,same topic, but expand to main
offer.
If your validation offer strucka chord content wise, it may be
time to expand your scope.
You've given your audience ataste of what you have to offer.
Now invite them to pull up achair and feast.
(06:49):
Consider splitting your shortworkshop into a detailed course.
Turn your one on one coachingsession into a life changing
group program.
You've seen the demand for yourcore topic.
Don't be afraid to go all in andcreate the definitive resource
on the subject.
Outcome four.
Different validation offer.
New topic.
(07:10):
Maybe you're itching to shakethings up completely.
A new format.
A wildly different topic.
Something that feels equal partsthrilling and terrifying.
Guess what?
That's what validation offersare for.
You have full permission to testthe waters with an
unconventional idea.
Think of it like being an angelinvestor.
(07:31):
You're not risking your entirelivelihood on a single, untested
concept.
You're making small, strategicbets to see what gains traction.
Some may fizzle out, whileothers might just become the
next big thing.
The key is to experiment oftenand pivot quickly.
Bonus move.
(07:52):
Map out a one year profitcalendar.
To really capitalize on thepower of validation offers, try
mapping out an entire year'sworth.
Imagine holding a crystal ball.
But instead of a hazy future,you see a clear roadmap to
consistent revenue.
You might schedule a quarterlyworkshop.
It feeds into a key course,which leads to an application
(08:12):
only mastermind, or perhaps youhost a monthly bootcamp, each
focused on a different hot topicin your niche.
The exact composition willdepend on your business and your
audience, but the principle isthe same.
Treat validation offers not as aone off experiment.
But as the building blocks of asustainable, scalable business
(08:33):
with each offer, you're not justtesting an idea.
You're adding a new incomestream in strengthening your
foundation.
Remember as the legendary PeterDrucker said, the best way to
predict the future is to createit.
So go forth and validate withgusto.
Your ideal audience is waitingfor you to lead the way.
Speaker 72 (08:52):
Today's exercise, brainstorming your next move.
You've gained valuable insightsfrom your initial validation
offer.
Now it's time to harness thatmomentum and plan your next
steps.
One powerful way to do this isthrough a focused brainstorming
session.
Set aside just 15 minutes.
You'll be amazed at what you cancome up with in this short burst
(09:14):
of concentrated creativity.
Grab a pen and paper or open upa fresh document on your
computer.
Then set a timer and let theideas flow.
During this brainstormingsprint, consider the four
potential paths forward,sticking with what's working.
Could you run the same offer onthe same topic again, perhaps
(09:34):
with some minor improvementsbased on feedback, keeping the
format, changing the topic.
Did you love the process ofleading a particular type of
offer like a one day workshop ora multi week bootcamp?
Could you apply that same formatto a different subject that you
That might resonate even morewith your audience going deeper
(09:55):
on a winning topic.
If your validation offers strucka chord content wise, how could
you expand on that theme?
Could you turn a short workshopinto a comprehensive course or a
one time coaching session intoan ongoing group program
experimenting with a whole newconcept?
Is there a completely differentoffer format or topic that
(10:15):
you're itching to test out?
Something that feels equal partsexciting and scary?
Jot down those wild ideas.
They just might be your next bigbreakthrough.
As you brainstorm, don't worryabout perfecting each idea or
deciding which ones are goodenough.
The goal of this exercise issimply to generate
possibilities.
(10:36):
You'll have plenty of time torefine and evaluate them later.
If you find yourself gettingstuck, try asking yourself some
prompting questions.
What topics do my clients orcustomers bring up most often?
What skills or knowledge do Ihave that I haven't fully shared
yet?
What emerging trends ortechnologies could I tap into?
(10:56):
What's a contrarian view in myindustry that I could explore?
How could I put a fresh spin ona classic topic or format?
Remember this brainstormingsession is a judgment free zone.
No idea is too big, too small,or too out there.
You never know which seeminglyrandom thought might spark your
next great offering.
(11:18):
Once the timer goes off, take aquick break to rest your mental
muscles.
Then, come back to your listwith fresh eyes.
Look for any themes or patternsthat emerge.
Circle or highlight the ideasthat feel most energizing or
promising.
You might not settle on a singleclear direction right away.
And that's okay.
Let the ideas marinate a bit,sleep on them, talk them over
(11:41):
with a trusted colleague ormentor, do some further
research.
The right path forward willbecome clear in time.
The key is to keep the momentumgoing.
Don't let the insights from yourinitial validation offer go to
waste.
Use this brainstorming exerciseas a launching pad for your next
steps.
(12:01):
You can repeat a winningformula.
You can remix a proven format.
You can dive deeper into aresonant topic, or you can brave
uncharted territory.
Trust that you're on the righttrack.
Each validation offer is astepping stone to a more
impactful, more profitablebusiness.
You've got this key takeaways.
(12:23):
Audience feedback is a goldmineof insights to refine your
offer.
Use it to make informeddecisions, not as a final
verdict.
After a validation offer, youcan repeat what worked.
Keep the format, but change thetopic, expand a winning topic,
or test something new.
Let feedback guide you.
Plan a one year sequence ofvalidation offers for an action
(12:44):
plan to grow your businessiteratively.
Adjust based on market response.
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