The Level #75
2 min
False summits aren't conversion failures—they're essential milestones on your path to sustainable growth.
Every successful conversion strategy requires testing.
You test ICPs, messages, and solutions until you find the perfect match for the painful, pervasive, expensive problems your customers face.
These plateaus are critical data points that guide you toward true product-market fit and higher conversion rates.
During a recent coaching session, I asked our MRR Accelerator participants to visualize their business as a physical landscape. One person described a false summit: "I thought I was there. But no, the target is actually farther away. I can only see a little bit farther ahead."
Now, with your 3-phase MRR Method™ foundation to plan, build, and optimize, here is a framework to help you continuously convert. (Note: These steps aren't easy or quick. But they work).
1. Expect False Summits in Your Conversion Process
The most successful creators I've seen don't get demoralized by conversion plateaus because they expect them. They understand that each apparent "arrival" is likely just another step toward finding the messaging and offers that truly convert.
2. Trust the Conversion Process
When you're testing different approaches to improve conversion rates, you can't always see immediate results. The most successful creators develop a capacity to trust the process even when your conversion metrics haven't shifted yet.
At a mastermind last week, So. Many. Creators. asked about navigating the uncertain terrain of the world and the economy, looking for ideas and support.
Here's something I created this week to help.
You can build a resilient business of MRR—no matter what happens in the economy.
Bonus: Business Resilience Self-Assessment & Actionable Tips
3. Focus on the Next Conversion Test, Not the Ultimate Goal
One of our MRR Accelerator participants shared: "There's literally never been a hike that I've been on where there isn't at least one step that I take, where I think, 'What the f*ck am I doing? Why am I doing this?' But there's something about surrendering to the process and allowing yourself to just put one step in front of the other." Focus on the next test—it's the only way you'll reach the summit.
4. Recognize It's Not About You
If you're anything like me, when something goes wrong, it's hard not to personalize it, thinking: "I must be doing something wrong." A resilient business (and business owner) recognizes that conversion challenges are part of the discovery process itself, not a sign of your own personal failure.
The Crisis Point
You're probably trying something new in your business right now. In dozens of MRR business transformations, I've observed a consistent pattern after about 2-3 months of renovation:
Anxiety: "We've torn everything down, and now you cannot see results."
Questioning: "Did we make the right decisions? Is this the right direction?"
Impatience: "How much longer until this starts working?"
Paralysis: "There's so much to do, I don't even know where to start."
One MRR Accelerator participant described it as "being at the base of a punishing 2,000-foot climb...There's an income gap I'm about to face. We've covered some ground, yet there are big climbs ahead."
Another shared: "I know the feeling I'm going to have when it's done. I know where I'm going to be sitting. I know what I'm going to be doing. I can connect to that feeling. But I'm still lost in the 'Is this really going to work? Did I place the right bets?' The renovated walls are going up, and we're not going back now."
This discomfort is not just normal—it's necessary. It's the crucible through which sustainable, recurring revenue businesses are formed. There are no shortcuts.
So here are some tips to help when you're low in the plan or build phases.
3 Tips to Push Through "The Dip'
When you're experiencing any kind of business renovation, you'll go through Seth Godin's "Dip." But these three quick hacks will help you maintain momentum:
✅ Create a visual progress board with physical checkpoints to mark completed milestones
✅ Alternate between tactical and strategic work. Schedule 30 minutes weekly for strategic thinking with no distractions. One of our MRR Accelerator participants explained It like this:
"When I feel paralyzed by the big picture, I tackle something small and immediate. Once I've built momentum with a few small wins, I'm better equipped to face the strategic challenges."
✅ Keep a "wins journal" to document all progress and review when feeling stuck.
✅ Follow a proven path. Check out Level Up Creator School for the roadmap you need.
Remember: disorientation is not a sign of failure—it's a guaranteed mile marker. Keep going.
This week, I challenge you to picture your business right now as a physical landscape. Are you planning, building, or optimizing? And what terrain best represents where you are? At the base of a challenging climb? In a dark forest where you can't see the path? Approaching what might be a false summit?
There's motivation and power in acknowledging where you truly are in your business—not sugar-coating the challenges or catastrophizing them.
Remember: the most dangerous point in any transformation is not when you're struggling—it's when you abandon the climb because you mistook a false summit for failure.
The view from the real peak is worth every challenging step. Keep up the good, hard work.
Next Week
April's Frameworks That Convert series concludes with a practical system for the experiences your customers will return for—month after month.
Amanda
P.S. Don't forget your FREE framework for building a resilient business that converts.
