An offer is not a product you have not built yet. An offer is a promise about a result, attached to a price, delivered in a named way by a named date. You already own the raw material for several of these, because you have solved problems for other people, and those solutions are what you will sell.

Marta works in payroll for a firm of sixty people. She has spent four years answering questions from new starters about payslips, tax codes and pension contributions, and she has a folder of twelve email replies she has rewritten so many times that she sends the same one most weeks. Her first instinct is to build a course, but that takes three months she does not have. Instead she writes this down. A ninety minute call for new payroll assistants who have just started and feel lost in their first fortnight, covering how to read a payslip, what a tax code means, and which three questions to take to a manager. She prices it at ninety pounds. She can deliver it next week, from her kitchen table, over video. The result she promises is that the person leaves the call able to answer the five questions they are most afraid of being asked.