The course cost $997 on a Tuesday. By Thursday it cost another $1,494, after a forty-minute call with a twenty-two-year-old in Scottsdale who kept using her first name like they had met. Thirty-seven, dental hygienist, Chandler. The modules ran forty minutes each and were largely about mindset. Module 7 was titled Your First Client and was, in full, about selling a course.

So she built one. Eleven modules filmed in the spare bedroom under a ring light she financed at $31 a month, and two seats sold, one to her sister, who asked for the refund kindly. What she kept was the Sunday accountability call: forty faces in a grid, every one of them saying they believed in her. Nobody had said that in six years. She had paid roughly market rate for it.