We Changed Our Name...
Last week a client asked me if she should “also start a podcast.”
She already has a YouTube channel we built with her.
She already has a newsletter.
She already has a content calendar that has more precision than a military extraction.
And now ChatGPT had helpfully suggested a podcast, a Substack, and “maybe some Reels too,” and she was ready to say yes to all of it because the robot said so.
I told her umm…no.
And it’s not because a podcast is a bad idea. It’s because it wasn’t worth her effort, right now, compared to the things already working.
This is a conversation Jerry Potter and I have on repeat — and it’s the reason we’re renaming the company.
Done by Lunch was a good name: fast, efficient, get it done by lunch. But speed was never the actual point.
The thing we help entrepreneurs do has always been growing with strategies that give you a high ROE (Return On Effort).
So we’re renaming the company RoE Business.
You may have heard us talk about RoE before. It’s the filter we’ve used with every single client, on every single decision, since day one.
We just never made a logo and you know how I love logos. 😁
Why This Became Urgent
Here’s the part that made this urgent instead of just fun.
Every business owner now has a tool that will generate infinite ideas for things to do next. That includes more platforms, more content formats, more “have you tried…”
While AI is genuinely great at production. It has zero context on whether you should produce the thing at all.
It will help you make a beautiful podcast about a topic nobody was asking you for.
That’s the danger: the cost of doing has crashed, so the temptation to do more of everything has never been higher, even though no new hours have been added to Tuesdays.
Judgment about where effort belongs used to be a nice-to-have — now it’s everything.
We aren’t pivoting. We aren’t rebranding because a focus group told us to.
We’re renaming the company after the one thing we’ve always taught: the discipline to ignore 80% of the OK ideas so the main 20% can work.
Jerry here again…
In case you’re wondering what changes for you, nothing really. 😀
You’ll see a new logo, and emails are coming from new email addresses.
But our mission remains helping you use YouTube to get a really high RoE, because when you have a channel that sends you consistent warm leads, the RoE on everything else goes up too.