The internet is filled with business gurus, self-proclaimed thought leaders, and coaches who promise to teach you how to become successful, wealthy, and live the life of your dreams. They offer expensive courses, exclusive webinars, and “secret formulas” that claim to unlock the keys to success. They speak in buzzwords like “hustle,” “grind,” and “manifest your best life,” and they sell the idea that success is just a course or coaching session away.

But here’s the uncomfortable truth: most of these so-called gurus are nothing more than modern-day snake oil salesmen. They are profiting off the dream of success, but often offer little substance or actionable advice. If you’ve ever followed one of these gurus and wondered whether their methods really work, you’re not alone.

Let’s explore why your business guru is likely just selling you snake oil and why you should think twice before buying into their schemes.

1. The Formula for Success Doesn’t Exist

One of the most common tactics business gurus use is to convince you that there is a single formula for success—usually one they have “discovered” and are now willing to share with you for a price. But if there were a one-size-fits-all formula for becoming a millionaire or building a thriving business, wouldn’t everyone already be doing it?

In reality, success in business is incredibly complex and depends on a myriad of factors: market conditions, timing, skills, connections, and sometimes even luck. No two entrepreneurial journeys are alike, and what works for one person or business won’t necessarily work for another.

Real-World Example: Tai Lopez

Tai Lopez became a viral sensation with his “Here in My Garage” video, where he showed off his Lamborghini and claimed that the secret to success was “knowledge.” He used this video to sell courses and mentorship programs, promising that his secrets would help you achieve the same level of wealth. However, many of Lopez’s insights boiled down to common sense advice dressed up in a flashy package.

His business model relied more on selling an aspirational lifestyle than delivering practical, actionable advice. While Tai Lopez certainly made a lot of money, much of his success came from selling the idea of success, rather than actually helping others achieve it.

2. They Profit More from Selling the Dream Than Living It

One of the biggest red flags with many business gurus is that their primary source of income isn’t from running successful businesses—it’s from selling you on how to run a successful business. These gurus make most of their money by selling courses, eBooks, coaching sessions, and webinars, not from actually practicing the entrepreneurship they preach.

They often position themselves as “self-made millionaires” or claim to have built empires, but the truth is, their fortune comes from marketing themselves as gurus. They are masters of sales, but their real business is selling the dream of success, not building successful ventures of their own.

Real-World Example: Grant Cardone

Grant Cardone is a real estate investor and motivational speaker known for his “10X Rule” philosophy, which encourages people to multiply their efforts and output by 10. While Cardone does have some business acumen, much of his revenue comes from selling high-priced courses, books, and tickets to his live events. His business advice is often criticized as being full of motivational fluff without much in the way of actionable strategy.

Cardone makes millions by telling people to hustle harder and believe in themselves, but critics argue that the value of his content doesn’t match the price tag. He profits by pushing people to attend his seminars and buy his products, making him more of a salesperson than a business strategist.

3. The Overpriced Course Hustle

Another key strategy of business gurus is selling overpriced courses and masterminds that promise life-changing results. These courses often come with lofty promises: “Make six figures in six months!” or “Learn the secrets of successful entrepreneurs!” The problem is that most of these courses are packed with generic advice that you could find for free with a quick Google search.

What these gurus are really selling is the illusion of exclusivity. They market their courses as if the information they contain is only available to a select few, but in reality, it’s often repackaged, basic business advice. They rely on heavy marketing tactics like fake scarcity (“Only a few spots left!”) and emotional manipulation to get you to open your wallet.

Real-World Example: Dan Lok

Dan Lok is a business coach who became famous for his high-ticket sales courses, where he promised to teach people how to close high-value sales and transform their financial lives. However, many former students have complained that his courses were overpriced and full of common-sense advice that didn’t lead to the results they were expecting.

Lok’s success came from selling the dream of becoming a high-ticket closer, but the actual advice he provided was often vague and unhelpful. His aggressive marketing tactics, combined with a lack of real value in his courses, left many of his students feeling scammed.

4. They Sell False Hope, Not Strategy

At the core of the business guru model is the selling of false hope. These gurus convince people that the only thing standing between them and massive success is a secret formula or a set of strategies that only they have. This gives followers a sense of urgency and the belief that if they don’t act fast, they’ll miss out on life-changing opportunities.

But in reality, there are no secrets. What works in business often comes down to trial and error, adaptability, and timing. Gurus thrive on selling hope to desperate people—whether it’s aspiring entrepreneurs, struggling business owners, or anyone chasing financial freedom. They capitalize on people’s desire for an easy solution, even though there’s no such thing.

Real-World Example: Rachel Hollis

Rachel Hollis, author of Girl, Wash Your Face, built a massive following by positioning herself as a relatable guru who could help women achieve their dreams. Her motivational content often relied on personal anecdotes and empowerment messaging, but critics argued that much of her advice lacked real substance or practical application. Despite building a multi-million-dollar brand around her image, her actual strategies were often vague and leaned heavily on selling the dream of success rather than providing actionable steps to achieve it.

5. The Lifestyle Trap: Selling Image Over Substance

Many business gurus focus heavily on selling an image of success. They’ll flaunt expensive cars, luxury vacations, and glamorous lifestyles to make you believe that they have it all figured out. This aspirational marketing strategy is designed to make you think, “If I just follow their advice, I can live like that too.”

However, this is often just a smoke-and-mirrors act. The lifestyle they’re selling is more of a marketing tool than a reality. In many cases, these gurus spend more time and money on creating a façade of success than on actually providing valuable content.

Real-World Example: Grant Cardone and Tai Lopez

Both Grant Cardone and Tai Lopez are known for flaunting their wealth as proof of their success. They use flashy cars, private jets, and luxurious homes to promote their courses and coaching services. While they’ve certainly made money, much of their wealth comes from selling the idea of success rather than from providing meaningful, actionable business advice. By focusing on their image, they convince people to buy into the fantasy, rather than teaching the gritty realities of entrepreneurship.

Conclusion: Don’t Buy the Snake Oil

The world of business gurus is filled with people who are masters of marketing themselves but offer little real value in return. They sell you dreams, false hope, and generic advice, all wrapped in an expensive package. Before you invest in another online course, coaching program, or mastermind, ask yourself: Is this person actually successful in what they’re teaching, or are they just successful at selling it?

Most business success comes from hard work, persistence, and learning from experience—not from following the advice of someone who is more interested in taking your money than helping you succeed.