Right Place, Right Results: The Surprising Truth About Location in 2024

The rules of location haven’t disappeared, they’ve just changed.

Here’s what it means for your success and why it matters now more than ever.

One of my guilty pleasures is grabbing a smoothie at my local Booster Juice. Yesterday, I had to swing by the shopping mall—a rare trip for me—and noticed a new Booster Juice had opened up there. My first thought was, They’ll never make it. Hardly anyone goes to the mall anymore.

This morning, as I stopped by my usual Booster Juice, I asked the owner, whom I’ve gotten to know, if she was aware of the new location. She nodded, explaining they had considered it but passed. “Nobody goes to the mall anymore,” she said. “Location is everything for us.”

We often hear “location, location, location” in marketing, and while delivery has made it easier to access many products without a specific location, where you offer something still matters. It’s not just about having a great product or service—it’s about offering it in the right place, where trust and convenience are in your favor.

Take my community on Skool as an example. I’ve received countless questions about the platform itself. People recognize the value I’m committed to providing but are skeptical about the platform. This signals that location—in this case, the platform—is still important.

Skool is a new and rapidly growing platform, and it may soon be a household name. But in the meantime, it’s a reminder that even the best offerings can fall flat if they aren’t in the right place.

The lesson?

You can have all the skills and talents in the world, but if you’re not in the right environment, it can be hard for them to shine. Waiting for your surroundings to change is a gamble. Focus on what you can control—and if the “location” isn’t serving you, find one that does.

PS. Check out this interview with Alex Hormozi called "Why Alex Hormozi Will Be a Billionaire in 3 Years". Hormozi is the driving force behind this platform Skool, and one of the reasons I've chosen this platfrom despite the early market education that is required.

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