Business is solving people's problems.
It becomes clear the way to make more money is to solve them in the right way
Early on 1 on 1 service (solving 1 persons problems)
Then 1 to many service (solving many peoples problems)
Then 1 on 1 coaching
Then 1 to many coaching
Then you realize that software is a way to solve the problem once and has a moat so you solve everyone's problem.