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IP 10:
What is a Flagship Info Product?
Imagine a ship adrift in the vast, unforgiving ocean. Lost, without a compass, and dwindling resources, it's a classic tale of human desperation.
Like countless creators searching for their audience, this ship is a metaphor for the challenges faced in the digital age.
As the saying goes, "Necessity is the mother of invention." For these lost sailors, finding land is paramount.
Similarly, creators seek a clear path to success amidst a sea of information. A flagship info product is their lifeline, a digital compass guiding them toward their destination.
Yet, many creators remain unaware of this powerful tool.
In this essay, we’ll explore the concept of a flagship info product, its key characteristics, and how it can transform a creator's journey.
(not gonna lie, I’m kind of obsessed with the concept)
Benefits of a Flagship Info Product
Standing out as a creator educator is no easy feat. It's a competitive landscape where capturing attention is crucial. Surprisingly, you don't need a massive following to make a significant impact.
What truly matters is a strategic blend of:
- Authority and credibility: Position yourself as an expert.
- Revenue generation: Generate substantial income.
- Audience loyalty: Build a dedicated fanbase.
- Scalability: Expand your reach efficiently.
- Diversified income streams: Create multiple revenue channels.
Often, a single standout piece of content or product can be the catalyst for exponential growth. Word-of-mouth can be a powerful force multiplier.
Contrary to popular belief, you don't need a huge audience to achieve these goals. It’s about quality over quantity.
But not all info products are created equal. The next section will unveil the challenges of traditional info products and why a flagship info product is the ultimate game-changer.
Understanding a Flagship Info Product
A flagship info product is the crown jewel of a creator educator kingdom and a core part of the INFO CREATOR WAY.
It's more than just a product; it's a beacon, a declaration of expertise. While it may resemble other offerings, its essence is transformative.
Unlike standard info products that build the foundation, a flagship product is the cornerstone that supports the entire structure.
Think of it as the difference between a good song and a hit single.
It encapsulates the creator's deepest knowledge, core values, and commitment to delivering exceptional value.
In essence, it's a concentrated embodiment of the creator's brand.
Just take a look at this chart and you can’t unsee the difference once you realize it:
Standard info products are like quick wins.
They can bring in money, but they don't do much to build a strong brand. To truly stand out, you need something special.
A flagship product is different.
It's like a magnet that attracts attention and builds a loyal community. It's not just about selling a product; it's about creating an experience that gets people interested in your brand and keeps them there.
While I can say all this based on my observations, how do you know you have a potential Flagship product idea?
I'll give you an easy framework... a checklist if you will.
If your idea checks these boxes, you might have a potential flagship product on your hands.
F.L.A.G.S.H.I.P checklist
I developed this checklist to help me with my work and a few of my clients, which conveniently spells out F.L.A.G.S.H.I.P. making it easy to remember and execute, which I realized from this quote
"The first step is to establish that something is possible; then probability will occur." - Elon Musk
The F.L.A.G.S.H.I.P Framework encapsulates this notion and helps you find the essential characteristics of a flagship info product, integrating the Info Creator's brand philosophy, personal beliefs, and methodology.
- Foundational Expertise
- Learner-Centric Design
- Actionable insights
- Growth-oriented content
- Strategic structure
- High-Engagement
- Immersive experience
- Personal Philosophy
F - Foundational Expertise
Building a flagship product requires depth, but you don’t need to be a walking encyclopedia of your work.
Fill in the gaps with research, expert opinions, and detailed explanations.
By sharing your thought process and decision-making, you help your audience understand your perspective.
This connection fosters trust and makes your product more relatable and the outcome more attainable.
L - Learner-Centric Design
Many creators make the mistake of simply giving their audience what they ask for.
They focus on features and learning outcomes without digging deeper. But a truly exceptional product goes beyond surface-level demands.
Instead of asking "What do they want?", ask "Why do they want it?" Uncover the underlying pain points and desires.
A flagship product doesn't just solve problems; it should change identity and lives.
Your goal isn't to be better than yesterday but to create a future where the problem ceases to exist.
Remember, as Jeff Bezos said, "The most important single thing is to focus on the customer."
A - Actionable Insights
Actionable insights are the lifeblood of any successful info product, especially a flagship. Without practical steps and real-world applications, your product is just another piece of theory.
While a one-size-fits-all approach might seem efficient, it's often ineffective.
People learn and apply information differently. By providing multiple use cases, you cater to a wider audience and demonstrate your expertise.
Sharing diverse case studies is like offering a buffet of knowledge. You showcase your understanding of various situations and provide tailored advice.
G - Growth-Oriented Content
People crave immediate results.
The digital age has conditioned us for instant gratification. When investing time and money in a course or product, learners expect to see progress quickly.
And milestone-based content is the answer. Break down the learning journey into achievable steps, providing a sense of accomplishment at each stage.
Regular progress checks and trackers can also alleviate anxiety. By monitoring their journey, and showing progress in the first 2 interactions the learners feel more in control and motivated to continue.
Traditional courses often miss this crucial element, leading to frustration and dropout.
S - Strategic Structure
Rather than simply compiling content, deconstruct your process. Outline every step, decision point, and outcome.
This reverse engineering approach will illuminate the path your audience needs to follow.
By examining your methods under a microscope, you'll not only structure your product but also identify areas for improvement in your own work. Remember, your product is a reflection of your expertise.
H - High Engagement
Statistics show that a large percentage of learners drop out, often due to poor course design. One critical factor is the mode of delivery.
As Josh Elman wisely said, "It’s not about building a product with every feature, it’s about building a product with the right features."
Offering a variety of learning formats, such as video, text, and audio, caters to diverse learning styles.
Consider the power of interaction. Forums, peer feedback, and gamification can transform learning from a passive to an active experience.
I - Immersive Experience
True learning happens through the application. It's like trying to learn how to swim without entering the water or cycling without touching a bike.
To truly master a skill, learners must actively engage with the material. Projects, activities, and workshops provide the perfect platform for experimentation.
The more learners interact with the content, the deeper their understanding becomes.
Remember, the goal isn't just to impart information but to empower learners to create and innovate.
P - Personal Philosophy
A flagship info product is more than a collection of information; it's an extension of your soul.
As Simon Sinek famously said, "People don't buy what you do, they buy why you do it."
Your personal philosophy is the non-negotiable foundation upon which your product is built.
It's the unique lens through which you view the world that sets you apart. Whether you're a minimalist or a maximalist, data-driven or creatively inclined, your philosophy infuses every aspect of your product, from content to delivery.
Remember, people invest in people. By infusing your product with your authentic self, you create a deep connection with your audience.
A flagship product without a strong philosophical underpinning is like a ship without a rudder - adrift and directionless.
Success Stories
Just to prove what I mean, there are bigger and more established creators who have their own flagship info products
Amy Porterfield - Digital Course Academy
Amy Porterfield's Digital Course Academy is a prime example of a flagship product done right. By distilling her years of experience into a comprehensive course, she transformed herself from a respected expert into an industry titan.
DCA wasn't just about sharing knowledge; it was about empowering others to achieve their goals.
This focus on audience success, coupled with Amy's magnetic personality and proven strategies, propelled the course to unprecedented heights.
The millions in revenue generated are a testament to the product's value and Amy's ability to connect with her audience on a deep level.
Check it out here: DIGITAL COURSE ACADEMY
Pat Flynn - Power-Up Podcasting
Pat Flynn’s Power-Up Podcasting course positioned him as a leading expert in podcasting.
By distilling his extensive podcasting experience into a structured learning program, Pat solidified his position as a leading authority in the industry.
Power-Up Podcasting transformed Pat from a respected podcaster to a bonafide industry leader, opening doors to new opportunities and partnerships.
It's a testament to the power of sharing knowledge and building a strong community around a core product.
Check it out here: Power-Up Podcasting
Marie Forleo - B-School
Marie Forleo’s B-School became a highly regarded program for entrepreneurs
By offering a comprehensive business-building curriculum, she transformed countless lives and solidified her status as a leading entrepreneurial mentor.
B-School's impact extends far beyond revenue generation; it fostered a loyal community of entrepreneurs, each empowered to create their own success stories.
This symbiotic relationship between creator and audience is the hallmark of a truly exceptional flagship product.
Check it out here: B-School
Jenna Kutcher - The Instagram Lab
Jenna Kutcher's The Instagram Lab has been a game-changer for countless entrepreneurs and creators.
By sharing her deep knowledge of Instagram's algorithm and audience psychology, Kutcher has established herself as a leading authority in the platform.
The course has not only boosted her brand but also created a thriving community of Instagram enthusiasts.
Check it out here: THE INSTAGRAM LAB
Ramit Sethi - Earnable
Ramit Sethi's Earnable course has been instrumental in solidifying his reputation as a leading authority on personal finance and entrepreneurship.
By providing actionable strategies for building profitable online businesses, Earnable has empowered countless individuals to achieve financial independence.
Check it out here: Earnable
What can you do to get started?
Creating a flagship product can seem overwhelming, but it's a journey worth taking.
Let's break down the process into manageable steps.
1. Identify Your Core Expertise: Your unique strengths are the foundation of your product. Don't be afraid to delve deep and uncover your true passions. As the saying goes, "Do what you love, and you'll never work a day in your life."
2. Understand Your Audience: Market research is essential, but don't just focus on what people want. Instead, identify what they need based on your expertise. As Seth Godin famously said, "People don't buy what you do, they buy why you do it."
Read: 5 Steps to study your customer
3. Generate Product Ideas: Combine your core expertise with your audience's needs to brainstorm potential product ideas. Look for gaps in the market where you can offer a unique solution.
Read: The Elimination Framework that finds profitable product ideas
4. Validate Your Idea: Before diving in, test your product concept. Use surveys, landing pages, or social media to gauge interest. Remember, "a little done is better than a lot planned," as Gary Keller advises.
Read: 5 Signals to Easily Validate Your Signature Product Idea
5. Build and Launch: Once you've validated your idea, it's time to create your product. Focus on delivering exceptional value and building a strong foundation for future growth.
By following these steps and staying true to your core expertise, you can create a product that solidifies your position as an industry leader.
Final Words
A flagship info product is a game-changer. It’s more than just a product; it's the cornerstone of a successful creator business.
Here’s why:
- Showcase Expertise: It highlights your unique knowledge and skills.
- Deliver Exceptional Value: It provides in-depth solutions to big problems.
- Reflect Your Brand: It embodies your values and mission.
- Drive Revenue and Growth: It generates income and expands your audience.
- Build a Community: It fosters connections and creates loyal customers.
Instead of creating countless pieces of content, focus on building one exceptional product. It’s a more efficient way to establish yourself as a thought leader and generate long-term income.
It is a driving force behind Thought Leadership Flywheel.
Well, that's it.
Now it's time for you to find your own info product that puts you on the map.
This is one of many lessons inside The Info Product Builder Kit. It’s a completely replicable plug-and-play roadmap on building brand-aligned, flagship info products that expand your brand ecosystem and help you earn more with your expertise. The kit is designed to help you save time, avoid mistakes, and leverage speed to build info products that grow your brand and business.
