The one offer AI can't kill

We're living through the biggest shift in the publishing, education, and creator industries since the rise of the internet.

And most people are on the wrong side of it.

For the past decade selling things like…

Courses, digital products, paid subscriptions, or advertising

…Have been the best way to monetize your audience.

But now, the old playbook is broken.

If you’re an expert, media founder, author, or creator…

Your business model is being destroyed by forces you can't control.

And if you're not feeling the effects yet, you will soon.

Here’s what happened:

I call them “the four forces”.

1) AI commoditized knowledge.

Customers are choosing LLMs (like Claude and ChatGPT) instead of buying YOUR premium content.

It's happening whether you realize it or not.

Think about it:

Answers are now free.

LLMs can teach you more than most courses, customize advice to your situation, and answer questions instantly.

Your static content ages while AI models stay current.

The promise of AI is huge…

Even when AI falls short…

Customers are STILL choosing AI over buying your offer.

This impacts EVERY business that monetizes content.

The market for premium content products…

(courses, digital products, memberships, and more)

…Is shrinking fast.

And if your business is built on selling information, training, or knowledge…

Your sales will keep declining as AI advances.

But there’s more…

2) The macro economy squeezed your customers.

The 2021–2022 publishing boom is long gone now.

Most of your customers have less disposable income, less free time, higher interest rates, and no stimulus checks to drop on a non-essential product.

3) GLP-1s.

This is the market force nobody saw coming.

About 1 in 8 US adults now takes one, and that number is climbing fast.

Cornell research found these drugs cut spending across more than 100 consumer categories.

They don't just kill food cravings. They kill impulse buying. And for a lot of people, buying “one more course” was an addiction.

4) Content saturation.

There are 10x more newsletters, podcasts, and YouTubers fighting for attention than there were five years ago.

YouTube massively raised the bar for free (and paid) content.

There are tutorials, creators, and great videos for EVERY subject.

So here's the uncomfortable question:

Why would someone pay for your content when they can get it free from YouTube or an LLM in seconds?

To answer that, you need to know…

Everything you can sell falls into one of four buckets:

Content is information

Articles, courses, podcasts, videos, newsletters, digital products…

Anything that transfers knowledge.

Content can be monetized by selling it (like a course, paid subscription, etc).

Or by selling advertising within it.

Community is people

Private groups, memberships, peer networks, events, and any environment where your audience connects with each other.

Experience is presence and action

Live events, workshops, conferences, performances, and anything that brings people together (in-person or online) to achieve or experience something.

Implementation is execution

Services, coaching, consulting, tools, systems that actually do the work for your customer.

That's an offer that only sits in one of the four buckets.

For example:

Single-category products are the easiest to create.

They're also the easiest to kill.

And…

Pure content offers are getting hit the hardest…

Because all four forces are negatively impacting them.

The businesses that will get stronger as AI rises…

Have offers that sit in MULTIPLE categories at the same time.

They deliver a combination of content, community, experience, or implementation.

Each layer you add doesn't just stack value, it compounds it.

You can charge more, it's harder to copy, and more resistant to AI disruption.

A $27 ebook is pure content.

But if you take the exact same information…

Deliver it inside a program with live sessions, a community, and real implementation support…

You can charge $2,000, $3,000 or more.

The information is identical.

The overlap creates the premium.

This is what I call “The Overlap Effect”.

It’s more important than ever because:

But AI CAN’T build a trusted community, create a live experience, and hold someone accountable to finish the work.

All at the same time!

The more overlaps your offer has, the more durable your business is.

And…

There's ONLY ONE offer that has all four overlaps: Live Cohorts.

A cohort is a live, time-bound group program where people learn, implement, and get a result together over a few weeks.

Think of it like school, minus everything that made school miserable.

If you're an expert, creator, or educator…

A cohort-based course is the single offer AI can't kill — and it’s the fastest path to $1M/year+ for any expert, regardless of your niche or experience level.

The cohort format has been around for over 100 years…

Hundreds of millions of people have completed some version of a cohort.

It’s proven.

The numbers are hard to argue with.

Maven reports cohorts are 20x more engaging than recorded content. Traditional courses see a 1%–5% completion rate. My cohorts have hit 46%.

People actually finish, so they get results, and tell people about your offer!

I'm not speaking in theory.

I've done $2.5M+ in revenue across 7 live cohorts at 92% margins, served 1,500+ customers, and earned a 91 NPS with 400+ video testimonials.

That's a higher NPS than Amazon, Netflix, or Apple.

I did my first cohort, back in January 2024…

I launched it to ~4,000 people on my email list and did $105,637 in 30 days.

And it's not just me.

The same cohort model can work across any niche…

Even if your audience is just a few hundred people.

Think about it: If you have an email list of 500 people and only 2% buy your cohort, priced at $1,000, that's $10,000 in sales.

And $1k is cheap for a cohort…

Most cohorts can be sold at $1,500, $2,000, $3,000, or more.

After working 1on1 with 100+ clients and doing this myself, I've found…

They're ALSO an offer that can scale to 7-figures in annual profits.

Yet still…

Almost no one is talking about cohorts.

And almost no one understands what they are, how to deliver them, or how to sell them.

It’s a NEW 3-week live program that gives you everything you need to build, sell, and deliver your first cohort from scratch.

The goal of this program is simple. You’ll:

This is a comprehensive program for advanced and beginner founders.

You can build a profitable cohort — even if you have a tiny audience, no teaching experience, and you've never sold a product before.

If you already have a cohort or similar offer, this program will help you scale it to 7-figures in sales.

Inside Craft Your Cohort, you’ll get:

A mentor (who’s done $2.5M+ in cohort sales), comprehensive training, AI tools that speed up the process, examples you can swipe from, a community to support you at every step… and much more.

To learn more and enroll, here's what I need you to do:

1) Watch the full workshop.

This breaks down my cohort system, everything inside Craft Your Cohort, and the next steps to enroll before the deadline.

2) Start soon: Craft Your Cohort is limited to 50 founders. Over half of those spots are already taken, and the rest will be gone soon. This email is going out to my entire database of 50,000+ founders.

3) The program starts Tuesday, June 2nd. Enrollment ENDS Monday, June 1st at midnight EST. No exceptions. No one gets access after this Monday.

Watch the workshop & get started now »

Good luck with your cohort!

— Matt

P.S. Questions or enrollment problems?

Email [email protected] and we'll take care of you. When you email support, your message goes directly to my inbox and my team.

And don't forget: Once the 50 spots fill or the clock hits midnight Monday, June 1st — the doors close, enrollment ends, and no one else gets access.