New Media

Katelyn Bourgoin (founder of Unignorable) joins Matt and Kolby to break down the 6 types of ownable ideas, the 5-question framework she uses to engineer one, why courses are losing value to AI-enabled "brainware" agencies, and a live audit of Matt's ownable idea.

Timestamps: 
00:00 Intro 
00:39 The Why We Buy → Unignorable Rebrand 
04:16 Ownable Ideas: Test Round (Sinek, Welsh, Sanchez) 
09:30 What an Ownable Idea Actually Is 
12:22 The 6 Types of Ownable Ideas 
16:26 How to Create Your Own (and Why It's Hard) 
18:55 The 5-Question Framework 22:10 Brené Brown Broken Down by the Framework 
24:16 Lightning vs. Engineered Ideas 
27:06 Live Audit: Matt's Overlap Effect Framework 
39:58 Brainware: The AI-Enabled Agency Thesis 
43:32 Productized Services as the New Course 
50:37 Accountability as a Service 
52:36 Sunsetting What No Longer Fits 
54:38 Where to Find Katelyn

📌 Resources Mentioned: 
UNIGNORABLE
Why We Buy newsletter
Brian Balfour's Four Fits Framework 

🔗 Connect with Katelyn Bourgoin: 
LinkedIn  
Website & Newsletter
Enjoying the show? Leave a 5-star review on Apple or Spotify, then email [email protected] or [email protected] with a screenshot and a question — we'll answer it on the show.

Ryan Deiss (DigitalMarketer, Scalable.co) joins Matt to talk about why he killed an eight-figure course business, the 80% sales drop that forced the pivot, why AI is replacing courses faster than anyone wants to admit, and how to actually monetize expertise in a post-course world.
Timestamps: 
00:00 Intro 
00:28 Why Ryan "Retired" From DigitalMarketer 
03:32 The Real Reason Course Sales Collapsed 
06:37 Why AI Beats Courses Every Time 
11:54 DigitalMarketer's 80% Revenue Drop 
13:05 Why "Course Business" Is the Wrong Frame 
16:53 Build Your Own Media First 
21:19 The 4 Ways Media Companies Make Money 
22:23 Sell AI Trained on Your IP, Not the Course 
28:23 Why Coaching On Top of Courses Won't Save You 3
3:12 The Truth About Cohort-Based Programs 
35:14 The 3 Event Business Models 
41:36 Sponsorships, Exhibitors & Critical Mass 
48:07 Sponsorship Tiers and Protecting the Stage 
58:00 Activations, Meetups & Sponsored Experiences 
1:02:28 Where to Find Ryan
📌 Resources:
The Scalable Company
DigitalMarketer 

🔗 Connect with Ryan Deiss:
LinkedIn
Newsletter

Brian Morrissey (The Rebooting) joins Matt and Kolby to talk about his three-archetype theory of modern media, why most TBPN streaming-show clones will fail, the real strategic value of SMS, and why aging out of LinkedIn is a bigger flex than flying private.

Timestamps: 
00:00 Intro 
00:06 The 3 Media Archetypes: Artists, Suits, Engineers 
05:54 Streaming Media and MTS vs TBPN 
08:00 Why Webinars Punch Above Their Weight 
12:37 The Power of Parasocial Podcast Connections 
16:09 Is Streaming A Fad? Neo-Traditional Media 
20:18 The Underpants Gnome Problem With Clips 
24:03 Is SMS The New Email? 
26:45 The Hardest Part Is Having The Audience 
29:51 Brian's Writing Process (No Audience In Mind) 
34:36 Smart SMS Use Cases (Events, Subtext) 
40:00 Building A Strategic Reserve Of Phone Numbers 
42:59 Why SMS Crushes For Webinar Registrations 
49:47 NoScroll And Anonymous X Accounts 
53:22 Aging Out Of LinkedIn Is The Real Flex 
54:05 Where To Find Brian

📌 Resources Mentioned: 
The Rebooting
People vs Algorithms (podcast)
Monitoring The Situation (MTS)
Breaking Points 

🔗 Connect with Brian Morrissey:
LinkedIn
Website & Newsletter 

Enjoying the show? Leave a 5-star review on Apple or Spotify, then email [email protected] or [email protected] with a screenshot and a question — we'll answer it on the show.

In today's episode, Ethan Brooks (Austin Business Review), Alyssa Dulin (Kit), and Jonathan Barshop (Modern Wisdom) join Matt and Kolby to discuss how to monetize a local newsletter with services instead of ads, what AI is actually doing to email deliverability, and the unconventional growth tactics that move a podcast in 2026. 
Timestamps: 
00:00 Intro 
03:00 Ethan Brooks on Austin Business Review and Local Media 
07:30 Why Local Newsletters Are Best Monetized as Services (Not Ads) 
10:40 Selling Austin: $300K From Under 1,000 Readers 
13:00 The $25K-in-8-Weeks Concrete Leads Side Business 
22:00 Ethan's Two Frameworks: Valuable Audience + Media Monetization 
32:00 Alyssa Dulin on AI in the Inbox 
35:00 The New Curator in Town — How AI Is Rewriting Deliverability 
46:00 The One-Word Reply Tip That Beats Every Other Engagement Tactic 
52:00 Google Postmaster Tools: The Most Overlooked Deliverability Tool 
1:01:00 Jonathan Barshop on Building a Podcast That Actually Grows in 2026 
1:11:00 Why Premise Beats Production 
1:18:00 The Cross-Promo That Supercharged My First Million 
1:25:00 Engineering "Viral" Moments — The Tim Ferriss + Edward Norton Trick 
1:42:00 Modern Wisdom's Tour Model and 12-Partner Sponsorship Strategy 
📌 Resources Mentioned: 
Austin Business Review
Google Postmaster Tools 
Modern Wisdom

🔗 Connect with Ethan Brooks:  
LinkedIn 
Newsletter
🔗 Connect with Alyssa Dulin: 
LinkedIn 
🔗 Connect with Jonathan Barshop: 
LinkedIn

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