An important story for ALL business owners from my partner Candy Harper...

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Last week a client asked me if she should "also start a podcast."

She already has a YouTube channel we built with her.

She already has a newsletter.

She already has a content calendar that has more precision than a military extraction.

And now ChatGPT had helpfully suggested a podcast, a Substack, and "maybe some Reels too," and she was ready to say yes to all of it because the robot said so.

I told her umm...no.

And it's not because a podcast is a bad idea. It's because it wasn't worth her effort, right now, compared to the things already working.

This is a conversation Jerry and I have on repeat — and it's the reason we're renaming the company.

Done by Lunch was a good name: fast, efficient, get it done by lunch. But speed was never the actual point.

The thing we help entrepreneurs do has always been growing with strategies that give you a high ROE (Return On Effort).

So we're renaming the company ROe Business.

You've likely heard us talk about ROe before. It's the filter we've used with every single client, on every single decision, since day one.

We just never made a logo and some of you know how I love logos. 😁

Why This Became Urgent

Here's the part that made this urgent instead of just fun.

Every business owner now has a tool that will generate infinite ideas for things to do next. That includes more platforms, more content formats, more "have you tried..."

While AI is genuinely great at production. It has zero context on whether you should produce the thing at all.

It will help you make a beautiful podcast about a topic nobody was asking you for.

That's the trap: the cost of doing has crashed, so the temptation to do more of everything has never been higher, even though no new hours have been added to Tuesdays.

Judgment about where effort belongs used to be a nice-to-have — now it's everything.

We aren't pivoting. We aren't rebranding because a focus group told us to.

We're renaming the company after the one thing we've always taught: the discipline to ignore 80% of the OK ideas so the main 20% can work.

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Jerry here again...

In case you're wondering what changes for you, nothing really. 😀

You'll see a new logo (still figuring out which one to go with), and soon emails will be coming from a new address — jerry@email.roebusiness.com. When you start sending from a new email address, messages can sometimes end up in Spam or Promotions folders, so look there if you don't hear from me.

But our mission remains helping entrepreneurs use YouTube to get a really high ROe, because when you have a channel that sends you consistent warm leads, the ROe on everything else goes up too.

Jerry Potter
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PS - Curious what the highest ROe strategy is for YouTube? I'll share soon...

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