For years, we’ve been told that the future of business is digital.
Online courses, eBooks, apps, downloads…
AI-generated everything.
And yes, there’s plenty of money to be made from digital products. I’ve made a fair bit of it myself.
But I’ve been noticing something recently…
People are rediscovering the pleasure of doing things in the real world.
Getting together with friends or trying something new. Making things with their own hands, hosting parties, joining clubs. In other words, sharing experiences.
After years of living through screens, there’s something wonderfully appealing about actually being in a room with other human beings.
And I think this creates a brilliant business opportunity. Because the smartest products don’t necessarily have to choose between digital and physical. They can combine the best of both.
Think about it…
A themed supper club where the menus, invitations and entertainment all come from a downloadable package…
Or maybe a printable craft kit that provides everything needed for an afternoon with friends.
You could have a digital treasure hunt that transforms an ordinary family outing into an adventure…
Or a creative workshop where the organiser buys a ready-made set of activities rather than spending days preparing everything themselves
In each case, someone creates the product digitally but the customer enjoys it in the real world. And here’s the best bit…
You don’t necessarily have to organise the event yourself.
You can create the materials that help OTHER people organise it.
They do the hosting, bring people together and provide the food, the venue or whatever else is needed.
You provide the clever idea and the materials that make it happen.
And unlike a physical product, a well-designed digital kit can be sold repeatedly without having to package or post anything.
Of course, there’s work involved in creating something worth buying. But that’s kind of the point. You’re selling something that saves somebody else time and makes their experience better.
A few resources to get you thinking
I’ve found some excellent free guides and tools that will help you explore this combination of digital products and real-world experiences.
1. Etsy’s guide to selling digital downloads
Etsy isn’t just about wall art and planners. Its own guide explores everything from printable party products to patterns and templates that customers turn into physical creations.
It’s a good place to start if you’re wondering how to package and sell your ideas.
https://www.etsy.com/seller-handbook/article/47330319230
2. Eventbrite’s free event planning resources
Even if you never intend to host an event yourself, it’s worth understanding what organisers need.
Eventbrite has a substantial collection of free guides covering event design, budgets, marketing and the practicalities of bringing people together.
Every problem an organiser faces is potentially an opportunity to create something that solves it.
https://www.eventbrite.com/resources
3. Canva’s guide to creating printable products
A digital file becomes a physical product the moment somebody prints it.
Canva explains how to prepare designs for home printing, including PDF formats and practical printing considerations.
Think invitations, games, activity sheets, decorations and all sorts of other possibilities.
https://www.canva.com/help/print-designs
4. Google Trends
Before spending hours creating something, find out whether people are actually looking for it.
Google Trends is free and lets you explore interest in everything from murder mystery parties to craft workshops, seasonal celebrations and unusual hobbies.
Try comparing a few ideas and looking at when interest rises during the year.
https://trends.google.com/trends
5. Meetup’s organiser guide
This is a particularly good resource for discovering what brings people together.
Meetup covers everything from hobby groups and social gatherings to workshops and special-interest communities.
Have a look at the different types of groups people organise. Then ask yourself what you could create to make those gatherings more enjoyable or easier to run.
https://www.meetup.com/start/organizing
6. Payhip’s guide to selling your first product
Payhip allows you to sell digital downloads as well as physical products, courses and other offers.
Its beginner’s guide walks you through setting up a product and making it available for sale.
You don’t need an elaborate website to test whether people will buy your idea.
https://help.payhip.com/article/164-how-to-sell-your-first-product-on-payhip
7. Humanitix’s free event guides
Here’s another excellent collection, with practical advice on workshops, recurring events, festivals and hybrid gatherings.
Particularly worth exploring if you’re thinking about products for people who organise regular activities rather than one-off celebrations.
https://help.humanitix.com/en/collections/8383472-event-guides
8. Priya Parker’s free Gathering Toolkit
This one is a little different.
Priya Parker is the author of The Art of Gathering, and her free resources explore how to make gatherings more meaningful.
Because the real value of an experience isn’t necessarily the decorations or the activities.
It’s how people feel when they’re taking part.
https://www.priyaparker.com/gathering-toolkit
This week’s TED Talk
3 Steps to Turn Everyday Get-Togethers Into Transformative Gatherings – Priya Parker
I love the thinking behind this talk. Parker argues that successful gatherings aren’t simply about getting a group of people into the same room.
It’s about giving them a reason to be there and creating an experience they’ll remember.
And that’s a valuable lesson whether you’re organising an event or creating something for somebody else to use.
Watch it here:
One last thought…
We spend an enormous amount of time talking about what AI and technology can do FOR us. But perhaps we should be thinking more about what they can help us do WITH each other.
There’s a world of opportunity in the things people already love doing. And you don’t have to invent a new technology or persuade people to develop an entirely new habit.
Sometimes, all you have to do is make something they already enjoy a little more special.
In fact, I’ve been working on something along precisely these lines.
It’s a different approach to making money with digital products and one I’ve had a great deal of fun developing.
I’ll be revealing it on Wednesday, 9am ET so keep an eye on your inbox.
I think you’re going to like this one.