Years of application
Client strategy, workshops, customer journeys, positioning, campaigns, systems, and hands-on business building.
Start here • Free Money Burn Scorecard™
Before you spend another dollar, find where your business is burning money.
Take the free Money Burn Scorecard to uncover what needs attention—and what to fix first.
Business diagnostic experience
Before You Spend Another Dollar™
TheMoney
Burn Lab™
Find where your business is burning cash before you spend another dollar.
Bring us the business you already built. We’ll help you find what’s costing you customers, cash, and growth — then leave you with the next three moves to fix first.
The Money Burn Lab™ $197 Lab Seat • VIP Hot Seat available See what’s included ↓
LIVE ON ZOOM • CHOOSE YOUR SESSION
Thursdays • 7:00 PM ET
Sundays • 2:00 PM ET
Oct 22/25 • Nov 19/22 • Dec 10/13
Choose ONE session • 1 registration = 1 Lab • Limited to 15 businesses • 4 VIP Hot Seats
Select Thursday OR Sunday — you do not attend both. Private Zoom link + Lab prep instructions are sent 48–72 hours before your selected session.
3 minutes • instant score • personalized diagnosis
01Working lab
not a seminar
not a seminar
02Bring your
real business
real business
03Leave with
3 moves
3 moves
Find the burn
$
Where is the money getting stuck?
Offer. Messaging. Follow-up. Systems. Customer journey. Financial readiness.
Offer
Follow-Up
Systems
Growth
More followers?Not if your follow-up is broken.
Another website?Not if nobody wants the offer.
More ads?Don’t scale the burn.
Diagnose first. Spend second.
Teaching in action
WATCH WILL TEACH
Clarity in real time.
A quick glimpse of the way Will breaks complex business ideas down into practical next moves.
Meet the mind behind the lab
The strategist behind The Money Burn Lab™
Will Morris is the founder of Genuine Creative Agency and the strategist behind The Money Burn Lab™. He helps business owners cut through the noise, see what is actually blocking growth, and stop spending money in the wrong places.
Strategy in plain English. Systems people can actually use. Clarity before cost.
A repeated pattern
Different businesses. Same expensive mistake: spending more before identifying what is actually broken.
Offer Clarity
Customer Journey
Follow-Up Systems
Revenue Readiness
Brand Positioning
Events + Activation
3-minute diagnostic
Where are you burning money?
Take The Money Burn Scorecard™ and get your score instantly. We’ll show you your overall readiness and where the strongest warning signal may be. The Scorecard tells you where to look — the Lab is where we figure out what your answers actually mean together and what deserves to be fixed first.
Free diagnostic • instant score • personalized next move
10questions
5burn areas
1clear next move
This is the one everybody will want to take.
Free Money Burn Scorecard™
Before you spend more, let’s see what the business is telling us.
You’ll answer a few simple questions about demand, your offer, the buying path, follow-up, and growth readiness. You are not getting the whole prescription here — you are finding the smoke.
01 Demand
02 Offer + Message
03 Buying Path
04 Follow-Up
05 Growth Readiness
Your result is diagnostic guidance — not a guarantee of revenue or business performance.
YOUR MONEY BURN SCORE™
Your result
0%
YOUR DIAGNOSIS
STATUS
Your business result will appear here.
BIGGEST POTENTIAL BURN
—
THE MONEY BURN LAB™ — $197
$197 is protection for the next money you put into your business.
Clarity before cost. Diagnosis before deliverables.
Your score is a signal — not the full prescription. Your result can also be sent to your email once the GoHighLevel connection is turned on.
Inside the lab
We walk your business through five gates.
Not hypotheticals. Your offer. Your website. Your follow-up. Your systems. Your numbers. Your next move.
Does anybody actually want it?
We look for evidence of real demand before you spend more trying to market an idea nobody has proven they want.
Burn: premature spendingCan people understand what you sell?
Your business gets the five-second test: what is it, who is it for, what problem does it solve, and what should I do next?
Burn: confusionCan somebody actually give you money?
Offer, price, payment path, booking, inquiry, business banking, checkout, and follow-up — we look for transaction friction.
Burn: broken buying pathWhat happens to everybody who doesn’t buy today?
If 100 people showed interest and five bought, what happened to the other 95? We trace the leak from attention to follow-up.
Burn: lost leadsAre you actually ready for more business?
If 25 new customers showed up Monday, would growth create profit or chaos? We check fulfillment, communication, numbers, capacity, and systems.
Burn: scaling too soonYou leave with this
Your 3-Move Money Plan™
Not 37 pages of notes. Three decisions you can actually act on.
STOP
What should you stop spending money, time, or energy on immediately?
FIX
What is the biggest problem currently costing the business money?
NEXT
What are the next three actions that make the most sense now?
Your result
Know whether to stop, fix, or grow.
RED — Fix The Foundation
A core issue with demand, offer, numbers, transaction path, or readiness needs attention before more growth spending.
YELLOW — Fix The Customer Journey
People want what you sell, but revenue is falling through the cracks between attention, follow-up, buying, and retention.
GREEN — Ready To Grow Smarter
Your fundamentals look stronger. The next question is where growth will create the best return without creating a new burn.
What clients say
They came for creative work. They stayed for the clarity.
Real voices. Real results. Real trust.
Real client feedback from businesses Genuine Creative Agency has helped clarify, build, market, and move forward.
Sharday H.
Business + Brand Client
★★★★★
“I’ve been able to fully revamp my business and marketing. It elevated my brand — and even my bank account.”
Tom H.
Entrepreneur & Author
★★★★★
“After several sessions with Will, my business approach changed. His insight opened my eyes to new possibilities, refined my project, and reignited my passion for entrepreneurship.”
Renette G.
Long-Term GCA Client
★★★★★
“Will doesn’t just make something look good. He understands the business, the vision, and the audience — then helps you see possibilities you couldn’t see on your own.”
Dr. Shannon M.
Branding Client
★★★★★
“I wasted time and money before finding GCA. Will listened, asked the right questions, and captured the vision. His responsiveness and client engagement were unmatched.”
George W.
Website + Event Marketing Client
★★★★★
“GCA designed my graphics, developed my website, and helped market an event — bringing awareness and helping sell tickets. Will treats your project like it’s his own.”
For sponsors + funders
Don’t sponsor stage time.
Fund a solution.
The Money Burn Lab gives banks, corporations, economic-development organizations, chambers, universities, and community partners a practical way to help entrepreneurs become more financially and operationally ready before they take on more expenses, debt, advertising, technology, or growth.
The difference
Your logo is not the value.
The outcome is.
TEACH → DON'T PITCH
Sponsor seats in an existing digital Lab, commission a 10–15-business pilot, or discuss a 25-, 50-, or 100-business rollout.
Attendees choose to opt in when the Lab identifies a problem that matches your expertise.
Receive aggregate, non-identifying readiness insights that show where business owners need support.
PATH 01 • SPONSORED ACCESS
Sponsor seats in the existing Lab.
Remove the cost barrier for business owners to attend a scheduled, live digital Money Burn Lab. Each business receives the same diagnostic experience and 3-Move Money Plan™ as a public registrant.
- Existing 2–2.5-hour live Zoom experience
- Standard Lab seats currently priced at $197 per business
- Sponsored access for your referred entrepreneurs
- Multi-session cohorts can be scoped for larger groups
PATH 02 • PRIVATE INSTITUTIONAL PILOT
Commission a Lab built for your community.
Start with a 10–15-business pilot designed around your clients' readiness needs. An in-person, one-day format can combine business diagnostics with an action plan and relevant institutional expertise.
- Customized curriculum and cohort preparation
- Optional branch-team or staff education
- Optional partner speaker or practical Burn Break
- Follow-up and aggregate, non-identifying reporting by agreed scope
Institutional investments are customized to cohort size, delivery format, staff involvement, follow-up, and reporting. A private pilot is a separately scoped program—not simply a bundle of public Lab tickets.
01
Access
Underwrite entrepreneur seats.
Help business owners access a diagnostic experience designed to produce action — not inspiration alone.
02
Expertise
Teach. Don’t pitch.
When the Lab identifies a burn in your area of expertise, your team can offer one practical solution in a short Burn Break.
03
Engagement
Be part of the fix.
Participants can voluntarily continue the conversation through a relevant resource, opt-in pathway, or Fix-It Station.
04
Impact
Show what your investment did.
Pair sponsored access with useful cohort-level readiness findings and a stronger community-impact story.
COHORT UNDERWRITING
Want to fund a cohort?
Explore a 10–15-business pilot or a larger 25-, 50-, or 100-business cohort, built around your organization’s actual goals.
For the business owner who is done guessing
Protect the next dollar
The most expensive business decision isn’t always spending money. It’s spending money on the wrong thing.
Clarity before cost. Diagnosis before deliverables.
The Money Burn Lab™
$197
One business. One room. Clearer next moves.
$197 is cheaper than fixing the wrong problem.
You can spend another $500 on ads, buy another software subscription, redesign the website, hire somebody to make more content, or run another promotion. But if none of those things are actually the problem, you didn’t invest in growth. You just made the burn more expensive.
| Another business expense | What can happen |
|---|---|
| $300–$1,000+ in ads | More people enter a broken customer journey. |
| $100–$500/month in software | Another tool nobody fully uses. |
| $500–$3,000+ website update | A prettier version of a confusing offer. |
| More content | More attention with nowhere to go. |
| $197 Money Burn Lab | Find what deserves to be fixed before you spend more. |
Think of the $197 as protection for your next $1,000.
The goal isn’t to convince you not to spend money on your business. The goal is to make sure the next dollar has somewhere intelligent to go. Bring your actual business into the room. We’ll look for the strongest warning signals, identify what deserves attention first, and help you leave knowing what to stop, what to fix, and what should happen next.
CHOOSE YOUR LAB EXPERIENCE
The Lab is complete at $197. VIP simply gives your business more direct time in the chair.
Questions are included for everyone. The upgrade is guaranteed focused access to Will and your business.
2026 DIGITAL PILOT DATES
Choose ONE session that fits your schedule.
The Lab is hosted live on Zoom. Your registration covers one selected session: Thursday at 7:00 PM ET OR Sunday at 2:00 PM ET.
ONE REGISTRATION = ONE LAB SESSION
You are choosing one date below — not registering for the entire series.
REVIEW BEFORE SECURE CHECKOUT
Make sure this is the seat and session you want.
Seat type
Selected session
First name
Confirmation email
Your secure checkout will show the selected seat product and price. This exact session and seat type will also appear in your paid confirmation email.
Small by design. Each digital Lab is capped at 15 businesses so the room stays interactive, with only 4 VIP Hot Seats available per session.
How you’ll join: Your seat is confirmed immediately after registration. Your private Zoom link, workbook details, and Lab preparation instructions will be emailed 48–72 hours before your selected session.
LAB SEAT
$197
Find your burn. Build your next 3 moves.
- Money Burn Scorecard™ + personalized diagnosis
- One 2–2.5 hour LIVE Zoom working Lab session
- Guided review of the 5 Money Burn areas
- Digital Lab workbook
- 3-Move Money Plan™ — STOP • FIX • NEXT
- Live group Q&A
- Learn from live business Hot Seats
- Post-Lab recap + recommended resources
ONLY 4 PER LAB
VIP HOT SEAT
$347
Put your business in the chair.
Everything in the $197 Lab Seat, plus:
- Guaranteed 10-minute Business Hot Seat
- Bring your website, offer, funnel, follow-up, or current challenge
- Live diagnosis focused on your business
- Priority Q&A
- Pre-submit what you want Will to examine
- VIP-only 20–30 minute closing debrief
No paywall on basic questions.
Every Lab attendee can participate in group Q&A. VIP guarantees that your business gets dedicated diagnostic time.
IMPLEMENT. THEN COME BACK SMARTER.
Your first registration is for one Lab. After you’ve had time to apply your 3-Move Money Plan™, past attendees can return to a future standard Lab at a reduced alumni re-entry rate, subject to space.
Scatterbrained to Clarity™
“I’m overwhelmed and need somewhere to start.”
Instant Marketing Plan™
“I need some direction I can use right now.”
The Money Burn Lab™
“I’m actively building this business and I need to know what deserves my time and money next.”
Your next move
Your score tells us where to start. Lab seats begin at $197.
Take The Money Burn Scorecard™ first. Once you know your diagnosis, choose the standard Lab Seat or upgrade to a guaranteed VIP Hot Seat if you want your business examined live.
FAQ
Questions before you spend another dollar?
How do I access the digital Lab?
The Money Burn Lab™ is hosted live on Zoom. After you register, you’ll receive an immediate confirmation. Your private Zoom link, workbook details, and preparation instructions will be emailed 48–72 hours before your session.
When are the 2026 digital Labs?
Choose a Thursday evening at 7:00 PM ET or a Sunday afternoon at 2:00 PM ET. Remaining listed pilot dates are October 22/25, November 19/22, and December 10/13.
Does one registration include every Thursday and Sunday Lab?
No. One registration reserves one selected Lab session. Choose the Thursday or Sunday date that works best for you — you do not need to attend both.
Can I come back to another Lab after I implement my plan?
Yes. The goal is to give you time to apply what you learned first. Past attendees may return to a future standard Lab at a reduced alumni re-entry rate, subject to availability.
What comes with the $197 Lab Seat?
Your Scorecard diagnosis, the live 2–2.5 hour digital working Lab, digital workbook, guided review of the five burn areas, your 3-Move Money Plan™, group Q&A, access to learn from live Hot Seats, and a post-Lab recap with resources.
What makes the $347 VIP Hot Seat different?
The $197 experience is already complete. VIP adds guaranteed focused access: a 10-minute Business Hot Seat, priority Q&A, pre-submission of what you want examined, and a short VIP closing debrief. Only four Hot Seats are available per Lab.
Is this just another marketing workshop?
No. Marketing is only one possible burn. We look at demand, offer clarity, the buying path, follow-up, customer journey, systems, financial readiness, and whether the business is actually ready to grow.
What should I bring?
Bring your real business: your phone, website, social pages, offer, pricing, customer process, follow-up tools, current marketing, and any basic numbers you can access.
Is this for startups or established businesses?
Both can benefit. Early businesses may discover a foundation burn. Established businesses may discover money trapped inside weak follow-up, unclear offers, disconnected systems, or growth friction.
What will I leave with?
Your Money Burn status and a 3-Move Money Plan — what to STOP, what to FIX, and what to do NEXT.
What is a Solution Partner?
A Solution Partner helps fund entrepreneur access or contributes expertise to a specific problem found in the Lab. Partners follow a Teach-Don’t-Pitch model and are not given unrestricted access to attendee information.
What is the difference between sponsoring seats and commissioning a private pilot?
Sponsored seats provide access to our existing live digital Lab at its published registration rate. A private pilot is separately scoped and can include customized instruction, an in-person working day, optional staff education, follow-up, and aggregate, non-identifying reporting. Investment depends on the agreed deliverables.
Can branch managers or other institutional staff participate?
Yes. Institutional pilots can include a dedicated business-readiness session for branch managers or other client-facing teams. This supports better client conversations without changing an institution’s lending criteria or turning staff into marketing consultants.
Can my company sponsor a specific group of entrepreneurs?
Yes. Cohorts can be built around geography, industry, community, membership, supplier-readiness, startup stage, or another strategic audience when it aligns with the partner’s goals.
Can The Money Burn Lab come to my city, chamber, university, or organization?
Yes. The Lab is designed to travel while Genuine Creative Agency maintains the core Money Burn methodology.
Not ready for the live lab yet?
Start smaller. But stop guessing.
Lower-friction ways into the GCA ecosystem
The Money Burn Lab is the full diagnostic experience. If you need a simpler first step, start with one of these offers to organize the noise, gain clarity, and make a smarter next move.
FREE
Free Self-Paced Course
Scatterbrained to Clarity™
Work through the free course at your own pace, organize the noise, and find your next move. Optional tools and deeper experiences are available as you progress.
$27
Instant Tool
Instant Marketing Plan™
Need a plan now? Get a practical marketing direction you can use immediately without booking a strategy session first.