That business model you keep coming back to? It's a trap.

In partnership with

When inspiration becomes an attractive nuisance

I was listening to a podcast about a coach who went from $2K to six figures per client.

And I felt that familiar sting.

Because I've tried coaching before. Multiple times. $2K, $4K, even $6K packages.

Each time it stalled out. Each time I found reasons to move on.

The Attractive Nuisance

You know what an attractive nuisance is in real estate? It's something on your property that draws people in but creates liability - like an unfenced pool or abandoned building.

In business, it's that idea you keep coming back to. The one that sounds perfect in theory but never quite works in practice.

For me, it's coaching.

Every time I hear another success story, I think: "Maybe with new information I could be different. Maybe the conditions have changed. Maybe this time..."

But here's the brutal question: Maybe I just don't have the DNA for it.

The DNA Question

Some business models require specific traits:

• High-touch coaching needs patience for hand-holding

• Course creation needs systematic thinking

• Consulting needs confidence in your expertise

• SaaS needs tolerance for technical complexity and upfront investment

The hardest part isn't figuring out what works. It's figuring out what works for you.

And being honest about what doesn't.

The Pattern

I didn't push through the first sign of resistance with coaching when things weren’t meeting my expectations. I focused elsewhere and moved on.

Which makes me wonder: Is coaching an attractive nuisance I should avoid, or a challenge I should finally commit to mastering?

The difference matters because you can get inspired by almost anything. The question is which things you can actually push through on when it gets hard.

The AI Angle

Here's where it gets interesting: AI can help you analyze business models faster than ever.

You can ask:

• "Is my personality right for this business model?"

• "What are the common failure points for people like me?"

• "Who might be a good mentor for this path?"

AI can even coach you through the process.

So maybe AI gives attractive nuisances new life. Maybe it removes some of the barriers that stopped you before.

But it doesn't answer the fundamental question: Do you have the stomach to push through when it gets uncomfortable?

The Shelf Decision

I'm probably keeping coaching on the shelf for now.

Not because the opportunity isn't real. But because I'm not sure I'm willing to do what it takes when the resistance hits.

At least I can make that decision consciously instead of fooling myself into another half-hearted attempt.

Your Turn

What's your attractive nuisance?

The business model you keep circling back to but never quite nail?

The idea that sounds perfect but somehow never works out?

Maybe it's time to either commit fully or put it on the shelf permanently.

Both are valid choices. The trap is staying in the middle.

Hit reply if this resonates. I'm curious what business models keep calling to you despite past struggles.

To Your AI-First Success,
Jeff Sauer

Shoppers are adding to cart for the holidays

Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.

Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

Learn more.