One Crossing: Creating Your Big Value Asset

What Is a Big Value Asset?

A Big Value Asset (BVA) demonstrates your Code in action while naturally leading people toward your Creation. It’s your methodology given away freely to build trust and showcase transformation potential.

The goal? Be an effective sales machine without feeling like it’s selling. It can easily become the main portal for your Crossing.

But the key to an effective Big Value Asset is that it is easily accessible. That means it is not an opt-in. You can have things attached to it that can entice your Character to sign up for your mailing list (like The World Code Workbook), but the asset itself is out in the open.

The reason is that it becomes a filter for both you and your audience. It allows them to self-select if they are a good fit for the world that you’re building. Remember, the goal isn’t to do more work, but less.

The more work you need to do figuring out if someone is a good fit, is less time you get to spend doing other things.

If the goal is to increase World Time, then your BVA is the chance to make it happen.

If you don’t think you’re at the point in your journey where you can create a BVA, then that’s okay. By no means am I saying it is necessary. I’m just saying it makes things easier.

The B.V.A. Structure

• B – Bridge the Gap
• V – Value Demonstration
• A – Application Framework

By no means do you need to follow this structure. If your BVA is as massive as this World Code resource, it’s not like you can follow everything in order and there is no need because eventually you’ll hit upon everything.

But if you love your structure, then this will help.

Bridge the Gap

Connect your Character’s current reality to their desired Climax using your unique lens. If you haven’t worked on your Character yet, then this is something that you’ll come back to. But this is also why your Conversation and Crossing become stronger as you continue to evolve your other elements.

• Current State Analysis: Where your Character is stuck right now
• Desired Outcome: The specific Climax they want to achieve
• The Missing Link: Why conventional approaches fail for your Character type
• Your Alternative: How your Code/Concept provides a better path

Value Demonstration

Show your methodology in action without holding back the good stuff. This is the most powerful step because your Character is in a situation where they’ve either tried other methodologies and they didn’t work or they are new to this journey, so they need to understand how things work before moving forward.

The goal isn’t to convince them that what you do is awesome. It’s to show them that they are capable of doing it as well.

• Core Framework: Your actual systematic approach (not just theory)
• Practical Application: Step-by-step implementation guidance
• Real Examples: Case studies, success stories, your own journey
• Troubleshooting: Common obstacles and how to navigate them

Application Framework

Give them everything they need to get started immediately. This is where people start to get itchy because they wonder what happens if you give everything away.

But I didn’t say to give everything away. I said to give them everything they need to get started immediately.

Going through The World Code I don’t give you every single tool I have available because to get started and get results you don’t need every single tool. You don’t need me.

But having those tools and access to me can make it easier for some people and that’s what people don’t mind paying for. But one of the goals of the BVA is to show you aren’t holding back the secret sauce.

People don’t have to guess how you do something, and if that’s going to be included in the thing that they buy. They get to see it for themselves without any commitment.

What things do they need?

• Assessment Tools: Help them understand their specific situation
• Implementation Roadmap: Clear next steps they can take today
• Resource Library: Templates, worksheets, or tools that support the process
• Evolution Path: How this connects to deeper work (your Creation)

The BVA Content Formula

If your BVA is a video here is a formula that you can follow:

• Opening Hook: “You’ve been told [conventional wisdom], but here’s what actually works for [Character type]…”
• Problem Agitation: Deep dive into why your Character struggles with standard approaches
• Solution Introduction: “Here’s the [Your Code Name] framework that changes everything…”
• Framework Breakdown: Your complete methodology explained with examples
• Implementation Section: “Here’s exactly how to apply this starting today…”
• Proof Elements: Stories, data, testimonials woven throughout
• Natural Transition: “This framework gets you started, but if you want [bigger transformation], here’s how we can work together…”

BVA Topic Angles

• “The Complete Guide to [Your Code] for [Character Type]”
• “Why [Conventional Approach] Fails [Character] and What Works Instead”
• “From [Current Reality] to [Climax]: The [Your Method] Blueprint”
• “The [Character] Survival Guide to [Achieving Climax]”

The Sales Psychology Integration

Your BVA should build the three types of trust:

• Trust in Themselves: Show them they already have what it takes, just need the right framework
• Trust in You: Demonstrate deep understanding of their world through authentic stories and insights
• Trust in Your Vehicle: Prove your methodology works through detailed examples and logical progression

When you look at buying behavior in general you find that there are only two things required for someone to buy:

1. Belief that they can achieve the outcome
2. Belief that you’re the one who can help them

The BVA helps to cover both of these things and that’s what makes it such an amazing resource.

The “Too Much Value” Strategy

Give away 80% of your methodology. Seriously.

People won’t implement perfectly without support anyway. And those who do will become your best case studies and referral sources.

Be serious for a second. How often have you heard someone say that they gave stuff away, people used it, found success, and then the person lost all their money?

Instead, it usually goes like this: person gives stuff away, people find value, achieve success, and then they come back for more.

The 20% you hold back:

• Personalized application to their specific situation
• Accountability and troubleshooting support
• Advanced applications and edge cases
• Community and peer learning
• Done-with-you implementation

BVA Success Metrics

• Consumption Time: How long do people spend reading/watching? The greater the World Time spent, the greater the chance of them buying from you. This is easy to see with a YouTube video. If your BVA is on your site, then be sure to have Google Analytics or some other analytics platform available that shows you time on page.
• Implementation Attempts: Are people actually trying to apply it? The World Code is a lot. Simply explaining the methodology alone could show “value” but it’s even more important that I walk you through how to develop each element and apply it.
• Share Rate: Do people naturally recommend it to others? Did you create something so good that people either want to share it or want to keep it to themselves? While sharing is great, don’t sleep on the other because it also shows that you’ve created something amazing.
• Creation Inquiries: How many people ask about working with you after consuming it?
• Character Fit: Are the right people finding and resonating with it? This one can’t be seen through analytics. It is shown by how well the first four metrics are doing.

BVA Development Process

If you’ve somehow found yourself here before understanding your Character or the Culprit, then you’ll want to go back and do that. I won’t stop you from reading further, but you must understand those two things to create a great BVA.

Step 1: Foundation Assessment

• Is your Character clearly defined?
• Is your Climax specific and compelling?
• Is your Code systematic and teachable?
• Do you have proof that your approach works?

Step 2: Gap Analysis

• What’s the biggest obstacle between your Character’s current reality and desired Climax?
• What conventional advice makes this worse?
• How does your approach solve this differently?

Step 3: Value Extraction

• What’s your complete methodology for creating this transformation?
• What examples can you share of this working?
• What tools or frameworks support implementation?
• What troubleshooting guidance do people need?

Step 4: Natural Bridge Creation

• How does your free methodology connect to your paid Creation?
• What additional support do people need for full transformation?
• How can you position your Creation as the logical next step?

Step 5: Consumption Optimization

• What format best serves your Character’s learning style?
• How can you make this easy to consume and implement?
• What will keep people engaged throughout the entire piece?

BVA Format Options

Written Guides

• Comprehensive blog posts or downloadable PDFs
• Multi-part content series (like this resource!)
• Interactive workbooks with exercises

Video Content

• YouTube series or a single video breaking down your methodology
• Recorded workshops or masterclasses
• Screen-share tutorials with real examples

Audio Content

• Podcast series diving deep into your approach
• Audio guides people can consume while multitasking

Interactive Content

• Assessment tools that provide personalized recommendations
• Step-by-step calculators or planners
• Community challenges that implement your methodology

Quality Assurance Checklist

Before publishing your BVA, ensure it:

• [ ] Speaks directly to your specific Character type
• [ ] Addresses their real frustrations with conventional approaches
• [ ] Provides your complete framework, not just teasers
• [ ] Includes practical implementation steps
• [ ] Demonstrates proof through examples and stories
• [ ] Builds trust in you, them, and your methodology
• [ ] Naturally connects to your paid Creation
• [ ] Can be consumed and applied immediately
• [ ] Feels generous, not withholding
• [ ] Represents your best thinking on the topic

Common BVA Mistakes

Holding Back Too Much

• Problem: Creating glorified lead magnets that tease without delivering
• Solution: Give away your actual methodology. Trust that implementation support is valuable.

Trying to Serve Everyone

• Problem: Generic advice that doesn’t speak to anyone specifically
• Solution: Focus exclusively on your Character type. Let others find different resources.

Making It Too Academic

• Problem: Theoretical frameworks without practical application (tends to be my biggest problem because I love the theory)
• Solution: Lead with problems and solutions. Include theory only when it helps implementation.

Forcing the Sales Connection

• Problem: Awkward transitions to your paid offers
• Solution: Let the natural limitations of self-implementation create demand for support.

Underestimating the Commitment

• Problem: Creating massive resources without considering consumption reality (a possible struggle with this BVA)
• Solution: Design for how your Character actually consumes content, not ideal conditions.

Your BVA as Part of Your World

Remember, your BVA isn’t just content marketing. It’s a foundational piece of your world that:

• Demonstrates your Concept in action
• Serves your Character’s real needs
• Fights against your Culprit
• Points toward your Climax
• Showcases your Code
• Builds demand for your Creation
• Extends your Conversation
• Creates natural Crossing opportunities

When done right, your BVA becomes a self-sustaining asset that continues attracting and serving your Character while building your business. It becomes that permanent sales team that is always working for you.

The reason why people get burned out with creating content is that they don’t have certain pieces of content that do a lot of the heavy lifting. Life is much harder when you’re trying to create short-form videos daily because people have nothing else to dive into.

The YouTube BVA Strategy

There is a simple YouTube strategy that is easy to try and works really well. Create a video BVA and then use your other YouTube videos to make people aware of it.

For example, I’ll create a video that goes over The World Code at a higher level but covers all of the aspects and then in my other videos I can say, “If you want to dive deeper into The World Code then check out this video” or “If you want to see how I build online businesses in a way that fits me perfectly then check out this video.”

It might not be a view count monster, but when the right people go to it, you can get amazing results.

The Bottom Line

A great BVA proves you can deliver transformation before people pay you. It builds trust, demonstrates value, and creates natural demand for deeper work together.

Don’t overthink it. Start with your best thinking on how to help your Character move from their current reality toward their desired Climax. Give it away generously. Let the natural limitations of self-implementation create demand for your Creation.

Your BVA should feel like a gift that keeps giving. Both to the people who consume it and to your business that benefits from the trust and demand it creates.