Pixels can be everything and nothing

The curious thing about online businesses is that they’re made of something as intangible as pixels. And those pixels can become whatever you want: a website, an ad, a course, a membership, a workshop, a WhatsApp chat.

That flexibility is wonderful, but it’s also the root of one of the biggest problems: if everything is possible, which path do I choose? What do I build?

I see it over and over: you choose one strategy, but abandon it soon after because you think maybe another one would be better. And when you try the next one, it doesn’t work as fast as you expected or were promised… so you go back to the first one, but with guilt for having left it behind. In the end, you’re left with the feeling that no path, strategy, agency, content type, software, or platform works.

The mirage of “I’ve tried everything”

That’s when you come to me and say:

“Joe, I’ve already tried everything. Nothing works. I’m burned out, tired, angry. I fell for the launch formula, the mini-courses, the high-ticket promises. Meanwhile, I see other people who know half as much as I do selling more.”

And honestly, I get it. It’s not easy to navigate a sea of options when everyone is shouting that their way is the best, the fastest, the one that will make you the most money.

But the problem isn’t that you’ve tried everything. I dare say the real problem is that you haven’t fully walked through a single path.

Pixels are obedient (but treacherous)

Pixels do whatever you want. They’re very obedient. The ad runs, the page loads, the email gets sent.

But that same obedience can work against you: since they can become anything, you fall into the trap of wanting to try too many things at once. And that makes it very hard to get real feedback.

True learning in the digital world doesn’t happen on the first attempt. It comes after repeating the process, tweaking variables, listening to people, noting their questions—only then can you improve your message, your headlines, your invitations.

One path, not ten

Here’s what I want to tell you:

Out of all the possibilities, the one you choose will be the right one… as long as you stick with it.

Because almost any strategy can work: WhatsApp ads, mini-courses, webinars, memberships, workshops, coaching, audiobooks. The difference doesn’t lie in the formula—it lies in your decision to own it and walk it all the way through.

When you choose one path:

• You focus on 4 or 5 key variables.
• You reduce friction and frustration.
• You get real feedback on what works and what doesn’t.
• You start to recognize patterns, recurring questions, objections.

That doesn’t happen when you keep jumping from one method to another.

The process (and the patience)

Let me give you a practical example. Imagine you choose a simple path:

• A couple of ads to capture interest.
• A registration page.
• A short email sequence (5 or 6).
• A sales page with a video.
• A WhatsApp chat to answer questions.

That’s enough to get started. And yes, of course there will be friction and frustration: the ad that doesn’t connect, the email no one opens, the headline that doesn’t quite convince.

But it’s precisely there where learning happens. If you repeat the process several times, you’ll start noticing patterns: which phrases resonate, which questions repeat, which emotions trigger a response.

And with that feedback, you improve. Little by little, your path becomes clearer, your results start building momentum, and your confidence grows.

It’s not smoke, It’s process

Not everyone teaching methodologies is a scammer. Some are really good, others… I’d rather not say. The problem isn’t the tool—it’s how we use it.

The secret isn’t having the perfect formula, but setting boundaries for your field of action. Choosing a path that makes sense with your story, your therapeutic approach, your way of explaining to people how you can help them.

That’s what makes your digital strategy coherent, sustainable, and yes, profitable.

Time, the forgotten variable

One of the biggest traps is the obsession with time. “In 30 days.” “In 90 days.” “The formula to sell in a week.”

They can all work—but rarely at the speed they promise. What makes the difference is choosing, dedicating time, and being stubborn—in the best sense.

It’s your dream, your message, and it deserves it.

Your message deserves repetition. For a season. Until your audience understands, but also until you understand what the heck you’re really doing.

Choosing is an act of trust

A digital business can be everything and nothing. What turns it into “everything” is your decision to choose one path, walk it with patience, and learn from each step.

So the next time you feel like nothing works, ask yourself:

• Did I really walk one path to the end, or did I switch halfway through?
• Am I working with 4 clear variables, or am I scattered across 10 different strategies?

If you choose one path, you’ll be fine. There will be work, frustration, moments of doubt… but also learning, clarity, and results.

And most importantly: each step brings you closer to sharing your message with those who need it.

Because at the end of the day, that’s what it’s about: serving, supporting, and inviting people to live differently.