Why 99% of Websites Will Never Make Any Money

0:00we're seeing unprecedented amounts of websites being published every single day. Hundreds of thousands of websites are going live and the reality is most of them will never ever make a cent, but a few of them are packed out. So, I think there's an interesting parallel between these two things that are happening. Where I live, there seems to be a new cafe or shop opening on every single corner. And what I've noticed is some cafes and shops that open are completely dead, while others are packed to the rafters. For example, there's a well-known cafe about a kilometer from me called Open House. Now, when you walk in there, you'll see there's usually a

0:33queue right outside. You walk in, you're greeted by people, there's a menu of things that you can eat, there's coffees that you can buy, there's merch, t-shirts, there's even a sauna and an ice bath, which I know is a weird concept for a cafe, but hey, this is Bali. But you go in there and people can spend the morning, the afternoon, the evening and they've got all of their needs covered. There's a running joke around where I live where people literally will go there for morning coffee and then they'll go there for dinner and sometimes you go there multiple times a day. And I think since

1:01I've been here, they've expanded to three different locations. Now, if you just drive 5 minutes up the road, you'll see new cafes and new competitors popping up all over the shop, but they're empty. Now, those other places, by all means, sell great coffee, are cool locations and do most of the things that Open House does, but why is it that they're empty? And but why are they closing down at such rapid speeds? Now, the same way opening up a new coffee shop or cafe here in Bali is incredibly easy, it's the same with websites right now. So, most websites that are being built right now are the exact analogy of

1:33the empty cafe that closes after a few months here where I live. In fact, most of them are actually worse because the new shops that are opening at least sell something, they at least sell coffee and they're at least trying. But most websites that we're seeing today don't sell anything at all. In fact, most of them never even get off the publishing floor because the building of it is so easy, but actually getting it to turn a

1:54profit is what is very difficult.

2:01Now, the way that the internet is evolving with the advent of AI, where websites in the past used to serve a very specific purpose when it came to SEO, etc., etc., when people would search for solutions on Google, a bunch of blue links would pop up and people would go to that website and discover more. The reality is when you type into ChatGPT, "I've got this problem, can you answer it for me?" ChatGPT deals with the entire solution for you then there in the chat. So, getting people to actually click through to your website is much harder than it was before. And if we also look at our own behavior,

2:33where are you spending most of your time online? It's either Instagram, YouTube, X, not necessarily scrolling through 10 to 20 different vendors trying to choose, you know, who to ultimately buy from. You just ask AI and it'll either send you the result or it'll answer the question for you and you'll go solve it yourself. I've spent the last 10 years building websites and brands, and to say that I've been affected by this would be an understatement. So, at the end of this video, we're going to explore exactly what the best websites ultimately do that do turn a profit. And we're going to know pretty quickly whether yours is like the empty cafes

3:05popping up all around me here, and what you can do to be the packed out one. Right now, the internet is filling up faster than ever. Okay, between January and July this year alone, the number of websites grew by nearly 118 million. Okay, so that's roughly 650,000 websites every single day. And the reality is most of them won't even make a cent. Now, I did a little bit of research and found out that there are 1.5 billion websites on the internet right now, and around 85% of them aren't active. Okay, so they're parked domains, abandoned projects, and holding websites. Okay, so no one's home. Now, of the ones that are alive, best

3:42estimates say that one in 100 actually makes real money. So, just picture for a moment a high street with 100 shops on it. 85 are boarded up, 14 have a window display, but there's nothing inside to buy, and one is actually open for business. Okay, so, you know, talk about the dead internet theory.

3:5985 dead, 14 brochures, one business. Now, when we ask the question why this is, and when I talk to business owners, I hear the same three sentences again and again. My site's out of date and I'm scared to touch it, so that's an upkeep question. Now, a typical US web agency charges 100 to 150 an hour, and these owners are busy running an actual business, so the website is the first thing that they drop. And it's the shop with the faded sign and the dead paint in the window, so realistically, most websites aren't actually getting beaten by competitors, they're just getting abandoned because people are busy. And

4:31the other thing I see all the time is, yes, my website looks beautiful, but it doesn't bring any clients. Okay, so that's the digital brochure issue. 82% of small businesses in the US have a website, and most of them just sit there describing the business, homepage, about us page, services, contact. A nice window display, but realistically, all that is is a brochure that tells people you exist. It doesn't actually show people how you can help them, and doesn't actually give them an opportunity to buy anything. The third gripe I hear most people talk about is the fact that stop posting on social media or I stop posting content, the

5:04leads ultimately stop. Now, to me, this is the biggest problem of digital homelessness, and it's got nothing to do with the cafe or the shop front, but what you're actually doing in this instance is you're renting a stall in someone else's shopping center. Now, to understand why these three things are such a big problem right now, I recently read this book from Nassim Taleb, and he introduced me to two new words that I'd literally never heard before. So, Taleb splits the world into two places. He

5:29calls them Mediocristan and Extremistan. In Mediocristan, no single person can move the average. All right, for example, take height and line up a thousand people and add the tallest human who has ever lived, the average height in the room is barely going to move. Okay, but in Extremistan, one person can swallow up the entire thing

5:48and skew everything. All right, so take wealth for example. If you lined up a thousand people and add one billionaire, the average person in that room is ultimately worth a fortune. Okay, so one person becomes the total. Now, back in the day, the internet used to feel like mediocre stand, a high street full of little shops, loads of little websites, loads of little blogs, everyone with a fair shot. And today, it's not like that anymore. It's all extremist land. Okay, so the high street literally got knocked down and a few shopping centers went up in its place. Now, what's very interesting about what's happening now and why most SEO experts are freaking

6:22out is because for every 1,000 searches in the US, only 360 clicks actually make it out of Google onto an external website. Okay, and AI is making this more extreme. If you ask AI for a recommendation, it doesn't give you 10 blue links anymore. It gives you one answer with a few citations. Okay, so what it's doing is it's picking the winners for you. When power piles at the

6:43top, everyone else becomes a tenant. Now, if we look at one of the fattest cat landlords out there, Amazon, last year sellers paid Amazon about 172 billion in fees to sell on its marketplace. And they paid another 68 billion in advertising just to be seen on it. Okay, so roughly 200 billion a year in rent. Okay, so that's what renting the store in the big supermarket actually looks like. You pay for your spot and then you try and pay a little bit more to get closer to the front door. The worst part about it is the landlord sets the rules and the algorithms can change overnight. They

7:14can move your store to the back of the flipping shop at a dime's notice. Or your account gets flagged or you get locked out overnight, which is exactly what happened to one of my clients. Her whole account started getting restricted because of what she was talking about. And the fact of the matter is, I don't care how many followers you have on

7:30Instagram, you don't own your followers. You don't own the data. You don't even own the relationship. Okay, the people walking past belong to the shopping center and not you. Now, this problem is what I call digital homelessness. You might have an audience, but you don't have a home. Okay, so the way that I like to look at these platforms are kind of like roads. YouTube, Instagram, Google, AI Answers are all roads that lead people past your door. Okay, so I'm very much happy to rent these roads all day long provided they are bringing in traffic to my business. But what I don't want you to do is live on the flipping

8:01road in your little tent begging for people to come past, hence digital homelessness.

8:11So some of you will have heard me talk about this idea of digital sovereignty, which means being a home owner on the internet. A place where you actually control, you own the keys, you own the data of all of the customers that actually come by you. And in a world of extremist and becoming digitally sovereign matters more now than ever before. Okay, because in a winner takes all world, you can't plan on being one big winner. So the real question is how do you actually give yourself the best possible odds of turning a profit with what you're building in the digital world. Okay, so if we ask ourselves a

8:42question for a moment, what does the Pack Cafe around the corner from my house actually know that the empty one doesn't? Now, I didn't really have the words for this until my mentor Paul Counsel actually told me, but he talked about this idea of collection points. Now, what he told me about collection points was really interesting. And he said that people are going to spend their money no matter what. If they can't find a reason to spend it with you, they're going to spend it with someone else. And a collection point is simply a way for someone to spend their money with you. Now, that doesn't

9:09necessarily mean every product, but it means a flat white and a latte are the same collection point and food is a different one. The art on the wall is a different one. The merchant t-shirts that the cafe is selling is another one. The sauna, the swimming pool, the pina coladas, etc. They're all different collection points. And if we look at the other ones alongside the same road, they have like four or five different collection points where Open House has 30 plus collection

9:33points in every single store they have. So they just have more ways for people to spend their money at that location, hence why people literally will go there in the morning, they'll go back for lunch, they'll go back for dinner. Because they've combined all of the different things that they know their target audience is going to want to spend their money on anyway, so they're just saying, "Hey, you might as well spend it at our place." Now, one thing you can do is when you go to the next coffee shop you go to, notice how many collection points does that actual shop have. And that'll be a really good

10:00indication as to whether that coffee shop and that shop is going to have longevity. Now, let's run that same test for a moment on your website. Open your site in another browser tab and count. Home, about, services, contact, maybe the blog that stopped posting a while ago. How many ways can people actually spend money there or actually start taking steps towards your different collection points. Now, for most of the small businesses that I see, the answer genuinely is zero, which is kind of crazy. No offer you can buy, no free thing that you can grab, no way to stay in touch. Now, so where the empty cafes

10:30that are popping up all over the shop, they have a few collection points where most websites genuinely have none. And that's why most websites on the internet don't make money. And that's not because websites are dead, but because they were never built to collect anything. Okay, so here are three quick questions that I want you to answer about your site or your client's site if you're building it for other people. What can someone buy from you today straight from your website? And what can someone who isn't ready to buy take for free in exchange for staying in touch? And what would you sell next to someone who's already

10:59actually bought from you? And that's really important. Now, if you can't answer all three, you've just found your next collection point. Now, the reality is here with the online world, it's actually more important to develop collection points than any physical business. Because the reality is you're not confined to local locations anymore. You could serve someone in South Africa, Australia, the USA, Europe, etc. So, the opportunity is massive if you understand this and if you can implement it correctly. Now, if you've only got one thing to sell, you're going to be the empty cafe. And the only way that you can make money is if that customer can

11:30come back and buy again and again and again. Now, I found something really interesting. In 2024, a study of over 1,500 Shopify stores, only about one in four customers did. So, The Pack Cafe doesn't need every customer to come back for another coffee. It just needs every customer to find one more door. Now, when I mentioned this to people, they go, "Luke, but what about focusing on one thing till I get to a million dollars?" Now, if you look at Alex Hormozi, he has famous advice on this where he says one offer, one avatar, one channel. Now, he's not wrong about the focus part. One audience, one problem,

12:04you know, that's what you solve. For example, if you sell coffee and you sell car insurance, your head's going to explode, okay? And if we look at The Pack Cafe example for a moment, it doesn't actually do that. Everything that is sold in there is sold for the person already sitting at the table. So, understanding the target audience is very important. And especially here where I live, they know very well that they want to connect with other business owners. So, they know their target audience very well and they manage and build the different collection points around that person. And then to add to that, I think the one offer idea was

12:34built for the old world. Now, in today's day and age, AI and AI agents can actually spin up new offers, landing pages quicker than ever before. So, you can actually afford to do more experimentation in building new collection points for your business. Okay? So, for example, with AI, you can take an idea on Monday and have the landing page, the copy, the email sequence live by Friday. And that's exactly what we did with Brand where we built a new collection point onto what we were doing, which was our events business. Built the landing page, built the offer, got it out to our network, and offered our clients the next thing

13:06that they were looking for before they went somewhere else and went to a new business event where Brave Brand was able to offer that to them and they signed up and they're in. And most of that was done by my AI agent team, something I probably wouldn't have been able to do a few years ago. Now, here's the interesting bit, okay? If you follow Alex Hormozi and he spoke about the one offer thing till a million dollars, even in his newest book, 100 million dollar money models, he talks about a sequence of offers to the same customer. So again, one audience, many different

13:36doors, many different collection points. Now, before you say, "Hey Luke, then we're going to spread ourselves too thin." The reality is adding cross-sells doesn't need a new shop. Adding merch to your cafe doesn't require you to build a whole new merch store. Every extra door is meant to be cheap to open and it's sold to people already in the room. Now, in the online world, the different doors and collection points look like this, okay? So, a lead magnet, a quiz funnel, a newsletter, events, a community, an offer, a service that you're providing to people. Each one is a different collection point and each one is a door

14:09into the same home, okay? So, if you go on to our website, you'll see that we've got our events, we've got our Brave Brand agency offer, we've got our school community which has three different offers inside it as well. We've also got free lead magnets, content, etc., etc., which we've built over a period of years, which has given us diversification and multiple collection points to what we're doing. Now, if you think about Russell Brunson, the dude who founded ClickFunnels, he basically gave us a map in one of his earlier books on showed us how to arrange them, okay? He calls this the value ladder. A series of offers at different price

14:42points that all help your customer reach the same goal. Now, if we just picture for a moment how the cafe does this, a free taste at the counter, a coffee, a lunch, a seat at access to a morning run club, access to the sauna, access to the shower facilities, access to the smoothie bowls and their protein food and their beautiful electrolyte drinks,

15:00the same customer one step at a time. And usually in the online space, it's something free at the bottom, something small next, then your course, then your community, then your program, and then right at the top, your hundred thousand dollar offer, okay? Which is exactly how Brave Brand is set up. You know, we've got free content, we've got our fourteen dollar community all the way up to a hundred thousand dollars. So, we can offer different clients at different stages of their journey different things so that they stay around longer with us increasing the lifetime value of every single customer that we have. Now, the reality is the majority of the people

15:32stay right at the bottom of the rung, which is totally fine. Okay, every rung is just another opportunity for someone to say yes to what you have to offer them. Okay, so you're not trying to make one thing work, you're raising the odds of something working and taking off for you. Now, if we just go back to Nassim Taleb for a moment. Okay, so in his book Antifragile, he uses almost exactly the same example as those in the cafes. Now, he said restaurants are fragile. They compete with each other, but the collective of local restaurants is

16:00antifragile for that very reason. Individual restaurants close all the time, and that's exactly what makes the food scene in any good city great. Every closure teaches the survivors something. And he said, "If no restaurant could ever fail, we'd all be eating cafeteria food." I'm not saying that your business has to be the one restaurant. I want you and your business infrastructure to be the entire food scene. Okay, so the empty cafe was one restaurant, one menu, one bet. When it failed, there was nothing left. Now, if we just imagine for a moment the packed cafe, if every time they try something new, they relaunch a new menu or they launch new

16:35smoothies and no one buys them, the cafe doesn't close. They just pull the smoothies off the menu entirely. So, the owner actually learns something about the regulars and everything else carries on as normal. And so, that's really what I mean when I talk about a digital home, which is basically your digital home in the middle with all of your different offers and collection points leading out from the center point. I'm happy if I launch something and it fails because I learn something and my other offers get smarter as a result. Okay, so for example, you know, I ultimately I'm learning every single time I put out a

17:06new video and it flops. You learn that your audience didn't want it, which headline didn't land, which headline worked really, really well, which price was wrong. And because all of the data flows back to one place that you own, the lesson makes every other door and collection point that you have connected to your business stronger as a result. So, you start to build a system as opposed to just one website and one Hail Mary offer. Now, and this is why the landlord problem ultimately matters so much. If your data lives on someone else's platform, such as followers,

17:36etc., etc., you can't do much with that. And every time something changes or every time something's broken, you start from zero all the time. When it lives in your home, your database, your business that you control, then you can actually make more informed decisions. And because we as a business have multiple collection points, I am so much less affected emotionally and personally anytime I put an offer out there that

17:58ultimately gets hurt by crickets. Because I'm just learning something new about what ultimately wants, and I think I'm on my way through trial and error towards something that is actually going to land. Because I know I have my bread and butter that's bringing in money that actually keeps me afloat so I can be

18:12more sustainable with what I'm doing. All right. So, here's what you can take away practically. So, if we just break it down into five layers of what a digital home actually does, we've got five different layers, if not more. So, every collection point, whether it's a free guide or $10,000 program, sits on the same five layers. And each layer

18:29only works if the one before it does. Layer one is the offer. And that's the menu, it's something that your audience actually wants. We also call it the urgency gateway. And usually what we like to say for this is it's a promise to solve the most immediate problem. Think of it as the aspirin to someone's headache. Layer two is the copy. This is how we actually communicate the value of your offer to people in a way that enters the conversation that's happening in their brain at any given time. The copy needs to speak directly to what your customer actually wants and communicate the value of how your

19:01aspirin is going to solve their headache. Layer three is the content. This is the foot traffic. How are we actually driving the traffic to your digital home and your different collection points? And interestingly on this, in 2019, a survey of over 1,200 owners failed online startups in the UK, 35% of them said they lacked search

19:20visibility was one of the main reasons. Content is how people find the door. Like I said previously, platforms aren't the problem unless you understand that all we're doing is we're trying to drive as much traffic from those platforms to your digital home that you actually own. Now, here's something that also surprised me loads. When you put free traffic next to paid traffic, they convert almost exactly the same. So, organic social 2.2%, paid social 2.1%, organic search 4.9, paid search 5.4, and email, the list that you own, 4.9. So, same results and only one of them sends you a bill. Now, layer four are your landing pages. So, every single

19:57collection point you have needs to have some form of landing page with one job to ultimately get them to buy from you. On a good day, guys, let's be honest, a typical landing page that converts at 6.6% we'd be very happy with that. But, the top quarter actually convert at 11% or more, and the difference between most of those is one gives people a very clear choice on what needs to happen instead of five different ones. That's why a website, yes, it's fine, but do you have specific single-focused landing pages all connected to your website as separate entities selling your different collection points? So, that's why your

20:31homepage will never be your best seller. It has to offer people choices and show people that you're legit, but it's ultimately the shop front. So, it proves you're legit, it points people to the right counter, and most people are asking the homepage to do a landing page's job, which is not how we treat

20:47it. Layer five is the funnel. So, what happens to people who aren't ready to buy yet? And that's most of them. So, what we want to do is we want to give people a reason to come back. We want to put them into cycles, nurturing cycles, so that when it does become the right time, you are the first person they think about. So, when it comes to the funnels, this is what we're talking about, and each collection point needs to have its own funnel. Three steps: opt-in, spark the interest, and give them something instantly in exchange for an email, or just attention. And value is where you build trust, and the offer

21:16is one clear ask. And the purpose of this is that a lot of this needs to run on autopilot. Now, there's this funny saying in marketing circles where emails in your list is where millions are made. So, if we look at Klaviyo's data, which shows automated emails like a welcome series or abandoned cart reminder bring in nearly 41% of email revenue from just 5% of email sent. So, this just highlights the point that traffic is rented, a list is what is owned, your

21:42own data. The old way is where people would type in a few keywords into Google, scan 10 different blue links, maybe on the first page or the second page. They click a website, read it, compare, fill out a form, etc. The new way is you ask AI, and you tell it what your actual problem is, in your own words. You get an answer in seconds, you ask some quick follow-up questions, and you might make your mind up, and your problem might be solved

22:07without ever actually leaving the chat. Now, remember the number at the start, okay? Nearly six in 10 Google searches were already ending without a click. Okay? So, how do you become one of the names that it actually gives? So, if we think about how a popular cafe actually gets recommended, you ask a friend,

22:23"Where should I get coffee around here? What's a good place you like to go?" And they're not going to read out a long list for you. They might, but if they're a good friend, they're going to tell you exactly where you go. "There's this place I like to go, they've got all of this cool stuff, they've got a good vibe, got good music, and I literally go there every single day." Okay? And AI now works the same way a good friend recommending a product does. So, every collection point that you actually build under your digital home doesn't just catch people, it also spreads your name and your brand across the internet. So,

22:52when you dive into how AI is actually recommending businesses, what they do is it searches for how well mentioned and your brand's reputation across multiple sites. So, the more shares that you have, the more backlinks, the more people mention your business on their own websites and their own platforms, such as YouTube, Instagram, X, whatever, the more likely it is that you're going

23:12to be recommended over your competitors. And now, if we also think of YouTube as one of the biggest citation sources for AI, you can see just how important it is to have your brand across multiple different formats, platforms, LinkedIn, YouTube, Instagram, X, etc. Okay, so, really, the way I like to see this is that every door you open is a signpost pointing back to your home. So, the more collection points you have on the internet, the more they connect back to your digital home as one central place, the more your domain authority actually grows. Now, Ahrefs, however you pronounce it, studied 75,000 brands to see which predicts a brand showing up in

23:46Google's AI answers. Now, the strongest link was not backlinks, the thing SEO people have been obsessing about for years and years and years, but it was actually how your brand gets mentioned across the web. So, what do you do to actually put it out there? Now, you might have heard this before, but it's pretty straightforward, okay? You've got to start with the questions that your customers are actually asking you. So, every sales call, every email, every DM is content only you could publish. So, the idea here is for you to answer all of those questions as many times as you

24:13can, as in-depth as you can, publicly. Because when your customer goes into AI and searches for that solution, if they find that you are topical authority answering that question over and over again in multiple different formats, multiple different ways, think about what that's going to do for your brand. So, what you'll see now is YouTube videos coming up saying your website is redundant because of AI answers answering all the questions anyway. Now, I don't necessarily buy that. Even when a friend recommends a cafe to you, you're still going to do your due diligence. You're going to go check out, is this person legit? Is this business legit? Do they have an updated

24:46website? Does their copy speak to me? Do they have resources that I'd be interested in? So, AI might introduce you, but people are going to check you out before they hand over your money. So, all of that knowledge, every answer, every guide, every price has to lead back to one place that you own. You're essentially making it easier for people to do their due diligence rather than getting them to go check across five different platforms where the landlords keep it. Okay? One home, and that's what I mean by digital sovereignty. So, when someone asks ChatGPT or Google, "Can you help me with this?" AI reaches for the

25:15names it keeps seeing everywhere. The more doors you have, the more sign points that are there, the more likely it is that AI is ultimately going to know who you are. The more likely it's going to be that AI is going to mention you. So, in the world of Extremistan, as Nassim Taleb puts it, you're never going to out-shout the giants, but you can be the cafe that everyone keeps hearing about. Okay? With every road leading back to your door, and that's how the little guy gets found. Now, let me show you exactly how this works for us. So, we like to think of it as a house rather

25:45than a cafe. Okay? Because I like the metaphor of being a homeowner in the internet space, and that's what the idea of a digital home actually is. Okay? So, we have multiple roads leading in, a hallway, rooms with one job each, a guestbook for people who aren't ready yet, all sitting on copy and on offer that they actually want. Okay? So, here's my actual site, for example. So,

26:05you can see the hallway is our homepage. So, it communicates we're legit, it's got social proof, etc., etc., and a huge focus on case studies. Okay? Businesses that we've actually helped to show people that, you know, we're legit. It's got FAQs answering exactly the questions that AI is likely going to be looking for, and that's why FAQs is hugely important on your site. And the rooms are the different pages with one job each. Okay? So, if we go to our new event, so this lives under our website with a

26:36direct one singular call to action. Okay? And this recently helped us sell out our entire event with no public external marketing. Okay? So, that's our home, and then you can see places like YouTube are the different roads in. Okay? So, we've got our channel over there with value content, which basically builds trust with people, and the same goes for our Instagram. Which are effectively just little clips that grab people's attention and sends them back to this channel, and this channel sends them back to our main website. And we've also got a school community page, which also is one of our extra collection points where people can

27:10actually sign up for us and enter into our value ladder. Now, the thing is with this, we've got our links to our actual website across all of these different platforms. Link to our website, link to our website, link to our website. So, we're ultimately expanding how our brand is seen on the internet. We're expanding our actual collection points and how many times Brave Brand is mentioned. So, when people search, Brave Brand is more likely to come up. So, for example, we landed a client which was worth 35,000 USD a month ago, and they found us from the Netherlands. And I asked the company, "How did you find out about

27:42us?" They said, "Our team had a brief to go out and find a boutique branding agency, and our brand is what came up." They said that they used ChatGPT to help them find that information. Now, they didn't know me before, they didn't have any references, they were only referred by AI. So, the system ultimately worked. So, I then had to go through the sales call process and then ultimately close the job at the end of the day. They ultimately landed on our site, went to the contact us page, booked in a call, and job done. So, here's the answer to this video, my friend. Why do most

28:12websites not make money? The reason is because most of them were never built to. They're brochures, a sign in the window with nothing to buy. And you'll hear more and more people talking about this in the coming months that websites don't matter. And while they're mostly right, because you have to be everywhere now, the reality is that the brochure kind of website, the one that's looking pretty and is not actually optimized for conversion, definitely won't, and it

28:34never really did. Okay, the problem of people having pretty looking sites that don't convert is age-old. It's not new. But the reality is a digital home works better than ever. AI might send you a a visitors, but the ones it does send convert better than any other source. Okay, in Ruler's data, it's 5.8% the highest of any channel, and the visitors need somewhere to land that you own, aka a website. Now, if we look back to the cafes popping up in my area, most of them are going to close down, and a lot of them are going to be more packed out than ever before. And the difference

29:04isn't how good the coffee tastes, but it's how many different ways people actually have to spend their money in there, and do they have a reason to come back? And that, my friend, is the difference between digital brochure and a digital home. It's not about creating one big website and having one big bet, but it's many doors and collection points, one centralized home that you own, and a system that gets stronger every single time a one piece of that one test fails. But here's the most important thing, my friend. The real thing that actually makes these work is not necessarily the system, but it's the

29:35person behind it. AI can give you a Formula 1 car, but you need to learn how to drive it, because the system amplifies whoever is running it. Now, if you don't know your audience, if you don't actually have the resilience or the emotional intelligence to persist through times where things actually get challenging, then you're not going to make it anyway. It doesn't matter if you got the best website in the world, because you could clone that in 2 seconds. But the best thing about it, my friends, is that building a business that actually works and turns money is actually a skill that you can

30:01develop. You have to be in the arena. You have to work through trial and error until you find something that works. The reality is the shortcut doesn't exist. So, the best thing that you can do is build a system, but focus on building yourself alongside it.