Why “one” is the most dangerous number in business

By April 18, 2020Marketing

A couple of years ago, I saw Dan Kennedy talk about why the number “one” is the most dangerous number in business.

Case in point:

Recently, “London Real” with Brian Rose — he interviews some of the world’s best and influential people in their particular field — got de-platformed on LinkedIn.

From London Real’s YouTube channel

Literally, their business page (and Brian’s personal profile) was kicked off and shut down because of a recent interview he did.

Luckily, Brian’s built a massive media empire, so I suspect his business will do just fine.

But there is a great lesson to learn from this — no matter where you are in your business journey.

Let’s imagine if Brian only had LinkedIn as his only source of traffic to his website.

His entire business would have suffered the same fate as half the world’s population when Thanos snapped his fingers.

Not a good place to be, Bubba.

Which brings me back to Dan Kennedy.

He was 100% right (as he often is) when he talked about why “one” is the most dangerous number in business.

For example:

  • Relying on one social media platform as your traffic source
  • Relying on one merchant account
  • Relying on one customer
  • Relying on one source of income
  • Relying on one type of marketing

And the list goes on.

The point is that if you leave your entire business at the whim of other people’s mercy…

You’re Playing an
Unnecessarily Dangerous
Business Game.

London Real is just one example of a large business that got de-platformed because some people got pissed off.

If it can happen to them, it can happen to you.

That’s why I’m such a big advocate of building your audience on your own email list.


Because you *own* that list.

If you decide to frequently export said email list to a separate file on your computer, of course.

Don’t think Email Service Providers won’t hesitate to kick you off their platform if you do something to piss them off.

In my opinion (and I’m right).

Bottom line:

You should be building your email list and focus on…

Building a Relationship
With Your Readers.

How often?


This is something I teach you how to do in this new online training session for experts and client business. If you implement what you’ll discover in the training, you don’t have to worry about emailing too much… spam complaints… or worrying about having enough material to send out to your email list.

If you’re curious about how to do this… and… potentially, double the sales you’re currently generating, check out the free training here: