James loves SIMPLE. Things you can automate, replicate, and most importantly get amazing results with! He knows complex from years of knocking on doors selling his product and selling his time for money as a consultant. One day he woke realizing that all the custom stuff that they were doing for clients just wasn't working and instead only bringing huge expenses. "I didn't know Arthur from Martha, I didn't know how to market it and I didn't know every piece being delivered. So I focused purely on one thing that gets an amazing result and started marketing that.