Hey! Brian Casel here.  As a reminder, you're subscribed to this here newsletter where I share my notes and conversations about products, business and life. Not into it? You can unsubscribe.

I’m excited (and little nervous) to share some news…

It’s not another Black Friday deal (actually, you might find one of those below 😉.  But that’s besides the point of this email)…

I’m here to share some personal and business news, which for me, are often the same thing…

In 2024, my entrepreneurial journey will go in a very different direction.

I’m starting up a new business.  A new type of business.  With a totally new approach.

Further down in this email I'll share the why, the vision, yadda yadda… But for now, let me just tell you what it is:

I'm calling it, Instrumental Products.

I want to help you with product strategy.

“Product strategy” could mean different things to different people.  And at this early stage, I’m exploring which flavor is most interesting…

To start: I’m here to offer a fresh set of eyes, ears, and hands as you develop and grow your product. 

We can go technical.  We can go strategic.  We can go tactical.  Let’s dig into what’s most pressing for you now to help you ship a product that customers love.

This is the kind of high caliber collaboration partner I wish I had while grinding it out on my own products for the past 2 decades.

From SaaS to productized services to content and courses and coaching… From launching to growing teams to selling and exiting… I’ve been through these cycles enough to know how difficult it can be to go it alone.

So the first product from Instrumental Products is my new, private coaching and collaboration service.  I’m only taking a small handful of clients, so if this sounds interesting, let’s discuss.

There are async-only and async + live sessions options available.

And, in the spirit of Black Friday, the plans are reduced by 25% if we start between now and December.

To see if we’re a fit, start by requesting a session through the form on instrumentalproducts.com.

If you’ve been following my journey for a while, first, thank you, it means a lot ❤️. 

I’m glad my work has been helpful in your journey in some way.

In fact, it’s exactly that that’s driving my excitement around starting fresh with a new brand, new business, and generally a new approach to building something... Helpful… to folks like us.  

Product people.

If I can sum up my vision for how I intend to develop Instrumental Products as a business, it’ll look something like this:

In short:  Expect a lot of new content from this newsletter and my channels in 2024.  

I’m fired up 🔥

My current SaaS business, Clarityflow?

I figured you’d ask ;)

It’s still going strong!  And I’m still running it with the help of my small team.

No — I’m not selling it or anything like that.  Clarityflow is my favorite product I built to date.  We have incredible customers using it and I intend to hold it, grow it, and improve it for years to come.

And yes — Clarityflow is running a Black Friday deal right now ;)  Reply here if you want access.

But here’s the reality:  SaaS is a really hard business to grow to a profitable, sustainable, level long-term.  At 3 years in, I faced a difficult runway decision:

I chose Option B.  Hence, sharing the news about my new business, Instrumental Products.

What do you think?  Any questions?  (I'll respond here or on my podcast.)

As always, Jordan and I talk through struggles, wins, and our stories of life and business, unfolding in real-time.  Come along for the ride!