I actually believe that you shouldn't necessarily start with the productized service.

Just instead start with who your target customer is that you want to serve and what's like

the top priority problem that they have that you are also qualified to build a solution for

and then get into, okay, well, what's that solution going to be?

Welcome to the third part of our mini-TMBA series product-tized.

For those of you who didn't hear, or for some reason, can't remember, the two earlier parts,

here's a quick recap.

We put out a call for someone who would be up for starting a product-tized services

business on the show.

Now, again, product-tie services are businesses that you can

essentially start immediately. So there's very little barrier to entry, and it's a great way to

test your entrepreneurial medal in a risk-free way. Jeff Piccaro answered, and so far we've been

following the story of his journey starting a product-tie service.

Now, instead of hearing Jeff's story, today we've invited Brian Castle onto the show.

Now, Brian is an expert in product-tie services, and he's not only done it himself multiple times,

but he's also helped many others build their own product-tise service business.

And I thought it would be great if Jeff would come on to the show with me and be my co-host. So I gave Jeff a call. So Jeff, we're not going to

talk about your company and how it's going today. We're going to save that for later. So pressure's off

in this tropical MBA episode. We're going to be doing something else. I thought it would be fun to

invite you

to co-anchor the show. So any nerves about coming and replacing boss man? No, but they're big

shoes to fill. I'm not sure I've got quite the evil genius creds yet. So I'd like to get your

...