PODCAST: Season 7, Episode 5
Grab your coffee because I’m getting real with you today about something that’s been labeled as the “big trend” for 2026 – depth. Spoiler alert: depth isn’t new, it’s just what actually works when you’re building a sustainable business. I’m diving into why clients are done with shallow solutions, what Amy Porterfield’s pivot really means (hint: maybe she’s just bored), and how depth shows up differently across various business models. If you’ve been feeling the pressure to constantly add more to your offers or wondering why surface-level tactics aren’t working anymore, this episode is for you.
Key Topics Covered
In this behind-the-scenes look at what’s really shifting in the online business world, I explore:
- Why depth has always worked (and why it’s suddenly being called a “trend”)
- The Amy Porterfield digital course pivot – what it does and doesn’t mean
- How 2020’s online explosion created unsustainable business models that are finally collapsing
- What depth actually is versus what people think it is
- How to create depth across different business models – one-to-one, memberships, group programs, and hybrids
- The transformation versus information framework that changes everything
The Depth Deep-Dive
What People Think Depth Is:
- Longer containers (6 months instead of 3)
- More calls and more access
- Adding more modules, bonuses, and trainings
What Depth Actually Is:
- Precision over volume – fewer but better decisions
- Work that changes how clients think, not just how they feel
- Clarity, not intensity
- Structure that holds after the dopamine hit wears off
- Real change that creates lasting foundations
Why This Matters Now: Clients are more discerning than ever. They’re tired of hype, burned by programs that promised the world and delivered a checklist. People want to feel different, think different, and BE different – not just consume more content. Surface-level solutions create surface-level results, and everyone’s finally waking up to that.
Depth Across Business Models
One-to-One Work: Depth comes from precision and bespoke strategy. It’s understanding nuances – personality, capacity, goals, human design, astrology, what lights someone up, and what their blocks are. No two clients are treated identically, even in the same industry.
Memberships: Depth isn’t you being available 24/7 – it’s creating a container where members go deep with each other. Community is crucial. People join for the thing they want and stay for the people. You’re the facilitator and guide, but transformation happens between members as much as it happens with you.
Group Programs: Depth comes from cohort-based learning and implementation. It’s not just delivering content – it’s creating accountability, watching people implement, troubleshooting in real time. Hot seats where everyone learns from one person’s specific problem create collective wisdom.
Hybrid Models: Depth comes from integration. You’re not just stacking services – you’re creating a pathway where each element builds on the last.
The Common Thread
Regardless of your business model, depth is about:
- Transformation, not information
- Changing how people think and operate, not just what they know
- Requiring repetition, application, support, and community
- Building strategic thinking versus dependency on you for answers
- Creating implementation, not just consumption
- Delivering lasting change instead of temporary dopamine hits
My Take on the 2020 Online Explosion
Let me be honest – 2020 was an extremely stressful year for me. While my travel business (painting holidays) was collapsing due to COVID restrictions and insurance nightmares, the online coaching world was exploding. Suddenly everyone was a coach turning over £120k a year, flashing Stripe notifications everywhere.
That hype stayed buzzy for a while, but in the last two years, things have shifted. Clients want change, not endless consumption. They want someone with them to implement, guide, and strategize. Retention matters more than reach now. It’s about how many people stay, come back, and refer you – not how many you can get in the door.
Your Depth Audit
Download from https://millsgray.kartra.com/page/podcastaudit and complete
Real Talk
Depth doesn’t mean you have to work harder. It actually means you can work less. When you go deep, you’re not constantly chasing the next shiny tactic. You’re building foundations, creating systems, developing mastery – both for you and for your clients.
If your work already runs deep, you’re not behind. You’re exactly where you need to be. If sales feel harder, it might not be you – it might be that you’re trying to sell shallow solutions in a market that’s asking for depth.
Behind the Scenes
Little confession: I hadn’t recorded a podcast for about four weeks before this episode. My incredible podcast manager was off in the run-up to Christmas, and I’d pre-scheduled everything. Coming back to the mic, I actually had a bit of a mental block – even though this is my seventh season. (My husband asked why I do seasons when the whole year is a season, and honestly, I don’t have an answer for that!)
This episode was a bit Mystic Meg because I’d planned to talk about depth as a trend, and then Amy Porterfield announced she’s dropping her decade-long digital course program. The whole industry started rumbling – does this mean digital courses are dead? My take? Maybe Amy’s just bored and ready for a fucking pivot. She’s a massive name with plenty of advisors – she’s going to excel at whatever’s next. I’m the queen of pivoting myself (coming up on 18-19 years in business), so why can’t Amy pivot too?
Let’s Connect!
DM me on Instagram @mills_gray – I love sending voice note responses to your questions!
Join the community: Facebook group Mind Your Mindset
Take Action
If you liked this episode, please share it to your stories and tag me. Share the love and let’s grow this podcast for 2026 by letting people know about it. That’s my simple ask.
Next week I’m diving into predictable income – what it means, a little bit of my story, and what it can look like for you. See you then!
Remember: Your clients become your marketing when you do deep work. Depth builds trust without you having to constantly be visible.