No More Murky Middle!

A lot of founders and experts jump too quickly from what they know to how they’re going to market it.

Website. Content. Offers. Sales funnels. Messaging.

As someone who focuses pretty narrowly on helping experts and founders in the human potential, performance, and wellbeing space – everyone "wants to help people thrive."

You can imagine that it's pretty hard to stand out from the sea of sameness. But I ❤️ a challenge!

When the core value is still fuzzy, the rest becomes downstream noise.

Your personal venture needs to organize around one organizing principle:the client’s unmet need.

Not just the obvious problem they can already name.If you can, the deeper, often inobvious insight underneath it.

Or at least a different way to approach what's an obvious problem.

Because the sharper that insight becomes:

- The more inobvious the insight,the more innovative the product.

- The more innovative the product,the more compelling the brand.

- The more compelling the brand,the more competitive the business.

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This is the center of my Insight Hourglass.

⬆️ Above are the assets of the visible brand: what people notice, remember, desire and repeat.

⬇️ Below are the invisible assets of the business:the principles, methods, delivery systems and structures that bring your value to life.

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But both sides get stronger when they are organized around a clearly defined unmet need.

That only you with your background are uniquely suited to solve.

This is why during a coaching sprint, we focus on looking for the piece that makes the work worth organizing around.

Once that becomes clear, a lot of the downstream questions get easier:

➡️ What should you build?

➡️ How might you describe it?

➡️ Who needs this urgently?

➡️ Why is it different?

➡️ What should you stand for?

➡️ What should you say no to?

☑️ Solve the middle first.

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🌟 Then let the brand and business radiate outward from there. 🌟