In basketball, a pivot is one of the most deliberate moves you can make. You keep one foot planted and use the other to find a better angle. You don’t abandon where you are. You just stop going in a direction that isn’t working.

That’s exactly what I did with Fluks.

It started with an invoice

For years, I helped experts and creators build online courses. Strategy, structure, content development, launch support. Classic agency work. And for a while, it worked well enough.

Then came the client who changed everything.

He was building a course business, and I was doing what I was hired to do. But somewhere along the way, every invoice I sent became a conversation. Not a productive one. He’d push back, question the hours, drag his feet. The more I delivered, the more he seemed to feel entitled to my time as if the relationship had quietly shifted from collaboration to something else entirely.

There was also constant scope creep, not necessarily out of bad faith, but because he didn’t have the internal knowledge or structure to actually run a course business. Every week brought new detours. Every timeline I set got quietly buried under the next thing he needed.

I kept showing up. I kept updating the plan. I kept sending invoices.

And I kept dreading it.

The moment I almost walked away

Around that time, I seriously considered leaving this industry. Not because I’d lost belief in what experts and creators can do with their knowledge. I hadn’t. But the agency-client model was exhausting me in a specific way: I was doing the work, carrying the risk, and absorbing the friction, while the results stayed entirely on their side of the table.

I looked at other directions. Other models. Other problems I could solve.

Then I came across the revenue split model, and something clicked.

Not because it was new or clever. Because it removed exactly what I hated.

No more invoices that sparked resentment. No more scope creep disguised as collaboration. No more timelines I’d update alone while the client stood still. In a revenue split partnership, we’re both invested. We both move. We both have skin in the game.

The course problem

There was something else I needed to change.

For a long time, my work was framed around online courses. That’s what people understood, and it was a reasonable starting point. But I kept running into the limitations of that frame.

Courses take time to build. They take a certain kind of client who is ready to build them. And in the agency model, if that readiness wasn’t there, my reserved time quietly became financially non-productive. Every delay was a delay in results for them, but also a delay in revenue for me. I was carrying that risk alone.

Once, I let a client go after six months of conversations during which he had not written a single module, not recorded a single lesson, and not made a single real decision. I had updated his timeline more times than I could count. He wasn’t lazy. He just wasn’t ready. And a course was the wrong fit.

Knowledge doesn’t only live in courses. It lives in workshops, templates, toolkits, cohort programs, membership communities, and consulting frameworks turned into products. The moment I stopped positioning Fluks around courses and started thinking in terms of knowledge products broadly, the right clients came into focus.

Where I landed

So here’s what Fluks looks like now.

I work with experts and creators who already have an engaged following, who have knowledge worth packaging, and who are ready to move. We share responsibility. I bring the strategy and the systems. They bring the expertise. And we share in what it produces.

It’s not a service. It’s a partnership.

For me, the pivot happened overnight. Not because the groundwork wasn’t there, but because it was a paradigm shift. Suddenly, I could go back to doing what I know I’m good at, building knowledge businesses with people who are serious about it, without the frustrations that had worn me down. One model removed, one model found, and everything reoriented around it.

One foot planted. The other finding a better angle.

That’s the pivot.

Curious whether this model might work for you? Start here.