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You don’t need more clients. You need the right clients who stay, grow and thrive with you for years. That’s the power of a real mastermind.
In this episode, Jay Fairbrother shares what separates a mastermind that creates deep transformation from the ones that quietly fall apart. We explore how to structure masterminds that keep clients engaged long-term, why confidentiality is non-negotiable, and how to curate the right people so your group becomes a source of transformation instead of frustration.
We also dig into why human connection is the new currency in a world flooded with AI-generated content, and how you can position yourself as the gatekeeper to an exclusive, high-value inner circle that clients are eager to join.
If you’re ready to move beyond short-term group programs and build a mastermind that becomes the heartbeat of your business, this conversation is your roadmap.
IN THIS EPISODE YOU’LL DISCOVER:
- How masterminds create exponential value by tapping into collective intelligence (01:27)
- Why the right mastermind can hold you through business setbacks and personal lows (06:00)
- The difference between group coaching and real masterminds (11:51)
- Why safety, confidentiality, and curation are the foundations for masterminds that last years (15:01)
- Why human connection and trust will always outperform AI-driven information overload (17:19)
- Frameworks for structuring your mastermind, setting premium pricing, and creating long-term retention (19:09)
- Building a business around clients you love to serve (29:31)
- Why masterminds are one of the most sustainable business models for coaches and consultants (32:48)
Want alignment as you scale? Let’s chat.
RESOURCES:
How to Attract and Keep Clients for 3 Years Not 3 Months
Table of Contents
Why Most Masterminds Fail (And How To Build One That Lasts)
What A Mastermind Really Is (And Isn’t)
The Two Keys To A Mastermind That Lasts
Why Human Connection Beats AI Every Time
How To Structure And Price Your Mastermind
Building The Room Clients Never Want To Leave
Why Most Masterminds Fail (And How To Build One That Lasts)
If you’ve ever felt like you’re on a constant client treadmill – signing them, serving them, then watching them leave after a few months – you’re not alone. The truth is, most coaching and consulting programs aren’t built to last. They deliver surface-level support but don’t create the kind of transformation that makes clients stay for years.
That’s exactly why most masterminds fizzle out.
But when they’re structured the right way, a mastermind can become the most powerful, profitable, and life-changing offer in your business.
What A Mastermind Really Is (And Isn’t)
First, let’s set the record straight. A mastermind isn’t group coaching with a fancy name. Group coaching is a one-to-many model. It’s all about the coach delivering content.
On the other hand, a mastermind, when done right, is built on peer-to-peer learning. It’s about curating the right people, creating an environment of trust, and allowing collective wisdom to spark solutions no single person could come up with alone.
This is the difference between a mastermind that keeps people engaged for years and one that quietly dies after a few months.
The Two Keys To A Mastermind That Lasts
So why do some masterminds thrive while others crash and burn? It comes down to two things:
1. The container you create
A mastermind only works when there’s trust, safety, and confidentiality. If people don’t feel safe to share openly, the group never goes deep and the value flatlines.
One breach of confidentiality can shatter everything. Without clear rules, structure, and expectations, the group loses its edge.
2. The people you let in
A mastermind is only as strong as its members. If even one person doesn’t fit, the dynamic shifts, and the group’s power weakens.
That’s why it’s not about letting anyone who can pay join. It’s about curation.
When people are carefully selected and show up with the intention to give as much as they receive, that’s when the real magic happens.
Why Human Connection Beats AI Every Time
These days, information isn’t what’s scarce anymore. AI can always give your clients answers in seconds.
What’s scarce, and priceless, is connection. People are lonelier, more isolated, and more starved for genuine human interaction than ever before.
That’s why the true value of a mastermind isn’t just the strategies or hot seats. It’s the human connection. It’s having a space where people can drop the mask, be vulnerable, and talk about the things they can’t share anywhere else.
That’s the kind of transformation no AI tool can replicate.
How To Structure And Price Your Mastermind
A mastermind isn’t meant to be a revolving door. When you build it intentionally, clients stay, not for three months, but for three years or more.
That means:
1. Structure matters
People need rhythm, consistency, and a framework they can rely on.
A mastermind without structure turns into casual chit-chat. A mastermind with rhythm creates safety and progress.
2. Pricing matters
If you position your mastermind as a “support group,” people won’t pay a premium. But when you design it as a high-value container where transformation happens, charging $10k+ a year becomes realistic and sustainable.
3. Positioning matters
You’re not chasing people to join. You’re positioning yourself as the gatekeeper, deciding who gets in. That dynamic ensures you’re working with clients you love, not just clients who pay.
The Real ROI Of A Mastermind
The ROI of a mastermind isn’t just in the business strategies or revenue growth. It’s in the relationships. It’s in clients saying, “These people get me,” and feeling supported at a level they can’t find anywhere else.
That’s why the most successful masterminds don’t end after six months or a year. They renew. They evolve. They grow. And they can become the most profitable, sustainable, and fulfilling part of your entire business model.
Building The Room Clients Never Want To Leave
If you’re tired of running programs where clients come and go, and you want to build something that creates transformation, loyalty, and long-term revenue, it’s time to rethink masterminds.
Not as a glorified coaching group, not as a short-term program, but as a high-value container where people stay, grow, and transform for years.
When you build it right, a mastermind becomes more than an offer. It becomes the heartbeat of your business.
ABOUT JAY FAIRBROTHER
Jay Fairbrother is a serial entrepreneur, business coach and mastermind guru with 30 years of experience starting, buying and selling 7-figure businesses. Jay’s story includes losing EVERYTHING after the 2010 financial crisis and rising from the shame to shine as The Mastermind Guy.
WHERE TO FIND JAY FAIRBROTHER
- Website: https://sixfiguremasterminds.com/
- LinkedIn: https://www.linkedin.com/in/jayfairbrother/
- Facebook: https://www.facebook.com/sixfiguremasterminds
- Instagram: https://www.instagram.com/sixfiguremasterminds/
CONNECT WITH SAMANTHA RILEY
Instagram @thesamriley
TRANSCRIPTION
Jay Fairbrother 0:00
Because the success of a mastermind, the difference between one that lasts for a few months and one that can last for years is, I was in a mastermind once, and we decided at the holidays that we would have a holiday party and invite our significant others and spouses to the holiday party. And at that holiday party, one spouse went up to another and said, Oh, I’m so sorry to hear about such and such. And it was a major breach of confidentiality within the mastermind, and it literally tore the mastermind apart. Then people started taking sides, and that mastermind literally disbanded a few months after that, that one breach of confidentiality. That’s how important that is.
Speaker 1 0:47
I’m Samantha Riley, and welcome to the Business Growth Lab, where visionary entrepreneurs come to experiment, evolve and expand what’s possible.
Samantha Riley 0:59
Welcome to today’s episode of Business Growth Lab. I’m so excited to share a topic with you today that I absolutely love, and that’s masterminds. I love being part of them. I love to be connected with people. I am a connector. So it’s something that I really enjoy. So I’ve bought in J Fairbrother to really dive deep into this topic for you all today. So welcome to the show, Jay, it’s great to have you here.
Jay Fairbrother 1:23
Thank you. Samantha, pleasure to be here.
Samantha Riley 1:27
Yeah. Start off by sharing a little bit around what a mastermind is in your words, because I’m sure anyone that’s in business has heard of a mastermind. I think I read about it very first in Think and Grow Rich. Yep, Napoleon Hill talks about masterminds. But how would you describe a mastermind in your own words?
Jay Fairbrother 1:47
So I actually want to start with Napoleon Hill’s definition, because I think that he coined the term mastermind around the idea that you put one person with a brain in a room, and you second person with a brain, and it creates this third invisible, intangible force that he coined the mastermind. And so if you imagine putting eight to 14 brains in the same room, the size of that invisible, intangible force that’s created when you tap into the collective experience, the collective wisdom and the collective knowledge of everybody in that room. So to me, that’s really what the mastermind’s about. It’s about pulling out the value of other like minded, similar, you know, peer collaborators, and and get creating an experience that creates deep human connection, and it creates a space where people can open up and have vulnerable conversations, not just the sort of surface level conversations that we have in most social situations and in courses and, You know, like a Q and A type environment.
Samantha Riley 3:03
Yeah, when you talk about that third brain, it is really interesting that you can take something to a mastermind and say, like, I’ve got this problem. This is what I’m thinking. And someone else says, Oh, well, what about this? And then all of a sudden, you say, start layering on. And the the answers that come out, or the concepts that can come out are something that no one walked into the room with, but just, you know, layering on all these conversations, magic can happen. It’s so exciting.
Jay Fairbrother 3:29
One of my favorite parts, I’ve been in 1000s of mastermind meetings over the last 25 years, and one of my favorite parts of every mastermind meeting, because it almost happens every single time is someone will ask a question, and I will think to myself, Wow, I never even would have thought to ask that question about this or about my problem, or about their problem, or whatever. And to me, that’s where real learning starts to happen. That’s the power of peer learning, because you’re getting input from, you know, like experts or like people who have similar challenges and fears and frustrations and similar aspirations and goals, but you’re getting the viewpoint from a different, you know, people thinking outside of your sandbox and challenging you with questions that you wouldn’t have thought of.
Samantha Riley 4:21
Totally. I’m often saying to my clients, you can’t read the label from inside the jar. You know you’re so in the weeds in your own business that to have someone to actually like, reflect back to you what you can’t see, that’s where the gold happens. And I think that any person that’s in business and doesn’t have that is majorly on the back foot.
Jay Fairbrother 4:43
100%. I mean, I believe every person, period, business or otherwise, should be in a peer mastermind, at the very least, where you have a group of people who come together with the express purpose of serving each other. And helping each other and supporting each other, and this is the important part, without agendas. So the difference between if you think about most people we interact with in life, everyone has an agenda. Our family members have agendas. Vendors have agendas. Our clients have agendas. If you have a boss, they have an agenda. But when you put a group of people together who are all relatively equal, and you develop the safety and mutual respect, and people show up and drop the masks and don’t worry about how they’re going to be judged for whatever they say, that’s when you can get into those really deep conversations and deep insights that come from a mastermind.
Samantha Riley 5:48
Can you share a little bit about your journey to, I guess, discovering masterminds and then really embracing them as part of your business model?
Jay Fairbrother 6:00
Yeah. Yeah. So I started my first business at 30 years old, and I was pretty successful right out of the gate. Within a couple of years, I grew it to a million dollar business, but I got stuck there. I just plateaued at that million dollar range, and I hired coaches and consultants and read all the business books and training programs, and I just couldn’t seem to get break beyond that million dollar range. And that’s when I joined my first mastermind group, and it was a mastermind for entrepreneurs, and so we joined it just to grow our businesses and become better entrepreneurs. And I vividly remember the first meeting I walked out of 25 years ago and saying to myself, oh my god, I found my tribe like I knew after one meeting, like, Oh my God, these people. They were me. They got me. They understood and had the same kinds of issues that I was having, and so, like I said, we joined it for business reasons. But what happened within five or six months in these meetings, I’m starting to watch grown men break down and cry as they open up and start talking about their messed up marriages and their kid problems and the anxiety and depression that running a business is creating in their lives. And this was not what we signed up for, but for me as an adult, it was really my first real experience with that level of deep human connection. And so being a, you know, sort of disconnected, lone wolf child growing up like I was all in and over the next several years, I started joining every mastermind I could. I started facilitating them, eventually creating them. And over those next several years, my business took off, and I grew the first business to $10 million in annual revenue, and I sold it in 2004 and life was good. You know, you sell an eight figure business, life gets pretty good pretty quickly. So over the next few years, I traveled extensively, I bought three other businesses. I invested in lots of different things, but then in 2008 what’s now referred to as the great recession, the world financial crisis began, and over the next few years, I lost everything. So I quite literally went from being a multi millionaire living in a mansion to living in my friend’s basement. Broke, bankrupt, divorce, alone, humiliated and frankly, ashamed, because for 15 years I had built this identity as this really successful serial entrepreneur, and there I was sitting in the basement and didn’t even own a car. And I wish my story, you know, included me bouncing right back out of that basement and getting back in the game. But that didn’t happen. I Yeah, right. So I lived in the basement, literally for five months, but figuratively more like five years, dealing with that shame and the PTSD and that and the humiliation. I literally hid in that basement. Obviously, it was a tough time. And honestly, I think the only reason that I made it through that time that I’m still sitting here today, because I quit almost everything that I was involved in, except for one mastermind, and it was that first mastermind that I joined, 25 years ago. I stayed in that mastermind and those people helped me in ways I can’t even articulate. It went way beyond a basement to live in and a car I could borrow for several months and just financially, emotionally, spiritually, supported me and got me through that difficult time. So in a very real sense. For me, masterminds helped me 10x my first business, and quite possibly saved my life during the most difficult time period I’ve had in it.
Samantha Riley 10:11
That is such a powerful story, because business is a roller coaster, and, you know, in a world of highlight reels, we’re often talking about the good things that happen, but there is a lot of bad things that happen, and you talked about shame then, and we do, we keep them hidden and they fester, and having that ability to have a group of people around you to help you through that that time, because I’ve been in a similar situation, and you don’t bounce back. And people don’t talk about how long that mindset, that shame, lasts. It can bleed out for years.
Jay Fairbrother 10:49
100%, there’s a residual effect. And, you know, I still am affected by it. I’ve made a huge amount of progress, obviously, but even when you know, in the last several years launching this coaching business that I do now, I still had residual imposter syndrome, and you know, just wasn’t approaching it with the same sort of vigor, and you know, lack of fear that You approach entrepreneurship when you’re younger and haven’t had that kind of experience, right? So it’s been a process, for sure, for me to come from that shame, and, you know now, to shine literally, as with what I’m doing currently.
Samantha Riley 11:38
Again, so powerful, so powerful thinking about masterminds from the difference between like, a coaching program and a mastermind. Can you tell us what the difference is?
Jay Fairbrother 11:51
Yeah, so in the space that I primarily deal in, which is thought leaders, coaches, consultants, speakers, I would say 75% of what’s out there in the market labeled a mastermind is really just group coaching. It’s a glorified group coaching program. And the difference, and the distinction is that in most group coaching programs and courses and that kind of thing, it’s a one to Guru relationship. You go through a course or group coaching program and you, at the end of it, have barely met the other people who went through the program with you, because it’s all about the guru and their teaching and content and training, but in a mastermind run by a thought leader and Guru and coach. Obviously, you’re still providing the leadership. You’re still might be doing some training and coaching and mentoring as part of the whole program, but the difference is, you’re very intentional about creating relationships with the people in the program to create that third brain that Napoleon Hill talked about, so that, again, most of the things that are labeled masterminds, you know, they’ll do hot seats and Q and A, but there’s not that intentional relationship building, and they’re Not being careful and specific about creating the container, because the success of a mastermind, the difference between one that lasts for a few months and one that can last for years is there’s two factors. One is creating the container properly, and the other is inviting the right people into it. So creating the container is around creating the culture, the protocols, the rules, the expectations of everyone participating in the group, creating that psychological safety, making sure that people you know respect confidentiality, and developing mutual respect for each other, because that’s the other thing that and that this, you know, transitions into having the right people in the group to have a mastermind that’s going to last for a long time. You can’t have any people in the group that the others are thinking, why did you let that person in. Yes, don’t seem to fit. Yeah, because that one non fit person can alter the group dynamic enough that it really can. It may not prevent you getting into the group psychological safety, but it certainly can hold you back and so making sure that you don’t just let anyone who can write the check into a mastermind is a critical piece of it. You want it to be curated invitation only, and make sure that there’s commonality and parity within the people in the group that makes sense.
Samantha Riley 15:01
Yeah, absolutely, makes sense. Going back to that container, I vividly remember one of my favorite masterminds. It was just a small group, but we used to sort of, we’d all jump in. We were on zoom at the time because we were in different parts of the world. And one of us would always say, okay, cone of silence coming down. And I always had this vision of, like, this little almost like from Get Smart, like this little glass, like dome coming over the top of us. And, you know, whatever happened in there stayed in there. Yeah. And that’s where the like, again, that’s, I said it before. That’s where the magic happens. Because as entrepreneurs, we have these experiences that I don’t believe that anyone else in the world has, you know, like you said before, when things aren’t working in our marriage or in our family life, or with family or with finances or whatever it is, it can just impact you as a person, so much so to be able to have that safe space where you can freely talk and know that it is safe is so valuable.
Jay Fairbrother 15:57
Yeah, the confidentiality. I was in the mastermind once, and it was a local in person mastermind, and we decided at the holidays that we would have a holiday party and invite our significant others and spouses to the holiday party. And at that holiday party, one spouse went up to another and said, Oh, I’m so sorry to hear about such and such, and it was a major breach of confidentiality within the mastermind, and it literally tore the mastermind apart, because those two members immediately had an issue, then people started taking sides, and that mastermind literally disbanded a few months after that, that one breach of confidentiality. Wow, that’s how important that is.
Samantha Riley 16:44
Yeah, you’ve mentioned connection. But I just want to put that aside for one little minute and talk about the, you know, these extra brains coming together in this world where AI is just taking off in such an amazing way. And I can’t even fathom how fast it’s going to get. I can’t understand it when we’re able to put in any question into Chat GPT, Gemini, Claude, whatever it is, and get the answer. Why would it still be beneficial to join a mastermind?
Jay Fairbrother 17:19
Yeah, well, you said we want to put that connection issue aside. I’m going to bring it right back. Because, yeah, so you’re absolutely right. What I tell my clients is that every single day, how AI is progressing, the value of content and information and training is going down, because already AI can train you on anything in the world that you want for free in minutes, we are in a society, a global we’re actually in a global crisis, according to the World Health Organization, who created an entire commission to address the global crisis of social isolation and loneliness. They started that in 2024 we have become so disconnected as humans, politically, socially, in so many ways that to me, that to survive and thrive as a thought leader, as a coach, as a consultant. If you can combine the expertise and the transformation that you can provide as that thought leader with creating an environment where people really get into that human connection and are able to talk about these things that they don’t talk about with anyone else, that’s where you can to me create real value and, more importantly, transformation for clients, because you’re tapping into that human connection piece, and that increases the perceived value and increases the transformation that people get.
Samantha Riley 18:59
For anyone that’s listening and wants to actually run a mastermind, where would we even start? Where would someone start?
Jay Fairbrother 19:09
So I’m a big believer that there’s no cookie cutter way to create a mastermind. And there are people out there who teach masterminds, who pretty much teach a cookie cutter approach, like you get the people in a room, everybody gets a hot seat for 10 minutes. You just go around. And that’s the mastermind. To me, when we’re running masterminds as thought leaders and coaches consultants, it’s like putting pieces of a puzzle together because you want to take advantage of whatever your superpower is as a coach or mentor, trainer or teacher, so you want to, you know, take advantage of your biggest strengths in terms of running the program, more importantly, create the structure of the program to deliver the most result for. For the clients, right, so that they get the most transformation. So there’s lots of different types of masterminds. There are sort of what I call task oriented masterminds and process oriented masterminds, and there’s industry masterminds and peer masterminds, and there’s different ways to structure it. And one of the mistakes that people often think is, yeah, I can just get this group of similar people together and we hang out, and everybody gets a hot seat, and that’ll work for a while, but if you want a mastermind to last for years, it’s important to have a structure, because there’s safety in structure. That doesn’t mean your agenda has to be exactly the same every time, but there has to be a rhythm that you create so that people understand what’s going to happen. It’s not just like we show up and we waste 20 minutes, you know, sort of chit chatting and catching up and, you know, having coffee conversation, but that it’s structured and facilitated well, so that you get into that safe space and get into those deeper issues.
Samantha Riley 21:07
I believe you’ve got a resource around that.
Jay Fairbrother 21:12
Yeah, it’s a mini book – How To Attract and Keep Clients for Three Years, Not Three Months. And in it, I explain my fewer, better, longer mastermind model, and the idea is to have more impact and earn more money or earn more revenue with fewer clients, attract a better quality client, the ones who actually show up and do the work and get results and then keep them longer, so that you’re get out of that roller coaster of doing launches and a client churn. Because if you structure your mastermind properly and run it well, you know you might get an initial commitment, hopefully a year, but at least six months. But at the end of that six months or a year, it’s not over. That’s just renewal time, and so you structure it in a way that you literally can keep clients for years.
Samantha Riley 22:09
So we’ll put the link for that free resource right below. What I want to talk about a little bit is pricing, because I think this trips a lot of people up, because it can be peer led. So how do you, or what’s the, I guess, framework that you use for pricing?
Jay Fairbrother 22:31
Yeah, it’s a great question. And again, there’s no, you know, like the easy answer, like, price it between x and x. It all has to do with the perceived value that you are going to create, and what transformation you’re creating by someone participating in the program, like any other program or package that that we offer or sell. But if it’s positioned as just sort of a kumbaya support group, everybody’s going to love each other and, you know, give each other loving support. That’s not something that people are typically willing to pay a high ticket premium for. So that’s the part where you, as the guru, thought leader, coach, mentor, you need to be able to offer something that is the perceived value is very high in terms of your leadership, and then the sort of support part of it, and the collaboration and co-creation that comes from the masterminding is like the icing on the cake. So just to general guidelines. And I mean, what I encourage people to do is create a mastermind that’s at least $10,000 a year. Some people aren’t ready to do that, or aren’t in a position to start there. There are some masterminds that are, you know, $100,000 a year that exist out there and that are full and people stay in so there’s no magic number, but the thing that I position to people is that if you have a program that’s $1,000 a month with nine clients, you’ve added six figures in revenue to your business versus you sell a $1,500 course or coaching package, and you need 67 clients, two weeks, six figures in revenue. So there’s lots of ways to do the math and slice and dice that, but the key is, in terms of you presenting the mastermind with the perceived value that they’re going to get some kind of meaningful transformation.
Samantha Riley 24:39
Do you believe or is it right that when there’s a certain level of person in that mastermind, that you can increase the price? Does that make sense?
Jay Fairbrother 24:51
Yeah, absolutely so. Part of the value is in hanging out with P. People who are at the same or higher levels than you might be. Where it’s tricky is that if you have it’s an entrepreneur mastermind, for instance, and you’ve got somebody in there doing a million dollars in revenue in the same group as somebody doing $100 million in revenue, that creates disparity, because even though, as entrepreneurs, we have the same issues, it’s harder to get that mutual respect when there’s that kind of disparity within the group. And so it’s important that from a perception standpoint, that people think like, oh, the people you brought in here are amazing, like, I’m going to learn yet they immediately get that sense that I can learn so much from these other people, because they’re all brilliant. They’re all as smart as me. They’re all just like me. So there are what I call an access mastermind, and there are big name thought leaders out there that have like these $100,000 a year mastermind and people aren’t joining them to those types of masterminds to really, to learn from the thought leader who put it together. Although they’re a big name themselves, they’re doing it because they get access to these other top people in their industry, and that’s what they’re willing to pay for.
Samantha Riley 26:24
Totally, absolutely. I will pay for proximity every time. Yeah, absolutely, yeah, with masterminds. A lot of what’s talked about isn’t necessarily like just how to increase your revenue. So you know, like you mentioned before, it’s working through all sorts of personal things. So it can be really difficult, I feel, to help people understand the ROI that they’re actually receiving. How do you or do you have a way of helping people to understand what that ROI is? Because often it’s quite intangible.
Jay Fairbrother 27:04
Yeah, I love this question so often I say that if in any individual mastermind meeting, the only takeaway that somebody has at the end of the meeting is, oh, my god, I can’t believe how much these people are just like me. That is enough right there to sustain a mastermind, the local in person mastermind that I run now, when we started, you know, we did takeaways at the end and first few months, the takeaways were generally like, oh my god, I can’t believe how much everybody’s just like me. Then we did, and we were together, I think, nine or 10 months, and we did a little weekend retreat together. And at the end of that weekend retreat, you know, I say, Okay, what’s let’s go around everybody’s takeaway, and almost 100% around the room after that weekend retreat is, oh, my god, I can’t believe how much you are all just like me, yeah, and I just laughed and said, You guys don’t remember saying that after the first couple of months, and that’s still your big takeaway now, but that just illustrates the beauty and the power of being in peers that you feel like you can relate to almost everything going on in their lives that gives you that safety. So that is a very intangible ROI, but that can be enough, like, often, the way I express it is as thought leaders and coaches, if as somebody after they’ve been in your program for 12 months, like maybe you’ve taught them all the content that you have to deliver, but at the end of that 12 months, they don’t want to leave because of the relationships they now have with everyone else. And that, to me, is also a reason why masterminds are a great business model for coaches and thought leaders, and remember that mastermind I talked about, the first one I joined, and that got me I stayed in that mastermind for 17 years. Wow, because for every month, I got value from being in that container with those people, and it wasn’t the exact same people for all 17 years. We had a little bit of turnover over all those years, but there was a core group of us that stuck that out for that long.
Samantha Riley 29:31
There is nothing like walking out and just going, Oh my goodness. I felt my tribe. I found my tribe like it is such an amazing feeling when I think about that, it’s like you’re walking on air for the rest of the day. It’s just like, yeah, these people get me.
Jay Fairbrother 29:48
Yeah, yeah. The other beautiful thing about this as a business model for Coaches and Consultants is that you get to work with the people you absolutely love. Love to help. If you position your mastermind in the right way, you flip the selling script. You’re not chasing after these people. You don’t have to convince anyone to join your mastermind. In fact, you position yourself as an exclusive gatekeeper to your inner circle, and you say, you ask someone, why should I let you in? Tell me what value you’re going to bring to the group. How much are you willing to contribute? Are you going to show up? So it’s, it’s a very interesting dynamic where you switch from that feeling of chasing clients to inviting clients and inviting the ones that light you up, literally. And that’s why I love what I do is like, I love my clients that I have allowed into my program, and I never get tired. I mean, it’s not work to me, it’s just fun, because these are people I love to help.
Samantha Riley 31:03
So for someone that’s thinking, I would love to start a mastermind with everything you’ve just said, it’s about inviting them in and making sure they’re the right person. Like, what’s the first step? How do you actually get started?
Jay Fairbrother 31:17
So again, it’s figuring out what is the right kind of mastermind that you want to create, and then who are those right fit people? And the other beauty of this is you don’t have to build one of those big, fancy sales funnels that, with the 34 branches that make your head spin, uh huh. You can do it old school. You can just talk to people, build relationships. Now obviously you need to attract enough people to have what I call a pond of fish that you can draw these people into your mastermind. Those fish in your pond are the people who are attracted to your marketing, your overall marketing messaging, and talking to your client avatar through that messaging. But if you can get 100 of them, a few 100 of those people who are prospective members of the thing, then, then it’s just a matter of creating some simple events. And it could be a workshop. It can be what I call a pop up mastermind, which is kind of a, prospects invited prospects to say, I want you to meet some of the people who are considering coming into the group, and you run a sample mastermind meeting, and then, you know, just one on one calls. So it can be a very simple process once you figure out what it looks like, how you’re going to run it, and who it’s for.
Samantha Riley 32:36
Love that we’ve talked a lot about what masterminds are and why you’d want to be involved. What’s one thing that you want to leave like, really leave listeners with today?
Jay Fairbrother 32:48
I think that if you are interested in truly creating life changing transformation for your clients, you know when you get to work with somebody for three months in a program or a short term coaching package, or even six months, obviously you can make improvements in their lives. You can have an impact. But when you get the chance to work with somebody for 12 months, 18 months, three years, that’s where you can really see those life changing transformations. And I think for most of us that do the kind of work we do, we’re not doing it to amass a big fortune. We’re doing it because we love helping people, and we love to see those life changing transformations. So to me, that is the compelling reason why this model, especially in this AI age, when people are, you know, spinning out courses that were created entirely in AI, absolutely, yeah, that this model, I think, is one that everyone should look at.
Samantha Riley 33:53
I was going to say off the back of that, that I believe that right now, connection is more important than ever in this AI world with people feeling very alone, you know, we’re all in our office just working away, just with a GPT there, it’s so important more than ever to actually connect with people and actually be human. I think that’s sort of the very end of it.
Jay Fairbrother 34:21
Yeah, it is all about human connection. And you know, when you can create that container to allow people to, you know, not be afraid to ask the stupid question and not be afraid to reveal their inner thoughts and not be afraid to talk about the stuff that is embarrassing or shameful. That’s where the real magic happens, and that’s to me. You know why I have been passionate about doing this for 25 years.
Samantha Riley 34:53
Jay, thanks so much for coming and chatting to us about masterminds today. It’s been an absolute pleasure.
Jay Fairbrother 34:58
Thanks, Samantha. Thanks for having me.
Transcribed by https://otter.ai
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