Building trust is more important than making the sale.

The next time an expert tells you that a marketing or conversion tactic “works”... ask this question: 

“It might work to convert 10% of the audience… but does it build trust with the other 90%... or would it feel salesy to them?”

Years ago, I used to care only about the small percentage of my audience who converted. I was all about the sale, about getting the transaction. What about the remainder of the audience? I thought of them as “illusory clie…

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10 Year Plan for Authentic Business

Here is a plan to help you create a business that expresses your soul -- and allows you to have a semi-retirement lifestyle.

​What’s possible with this plan:

  • Year 2: Part-time income with providing your authentic service.

  • Year 4: Full-time income by providing both 1-1 and group offerings.

  • Year 10: Full-time income, somewhat passively, allowing for semi-retirement, and being one of the best in your field.

Although this is called a 10-Year Pl…

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Venn Diagram for Authentic Business

In trying to understand your purposeful work, you may have encountered various kinds of complex venn diagrams to express the idea of Ikigai.

Well, here's my version of it... a venn diagram for Authentic Business:

Authentic Business Venn Diagram

I created that in 2014, and I think it can still help many people to understand where to place their energies in their work.

The circle on the right represents your passions, which can be...

  • Topics you love to talk about

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Stuck on defining your niche? Build an audience first.

When creating your authentic business, you might get stuck defining your “niche”, or figuring out your “target market.”

Maybe you’re trying to get clarity too early in your business.

You’re under the illusion that you have to get everything figured out before you can really start to grow your business.

Here’s the typical reasoning:

Define Niche  ➜  Create Content & Offerings  ➜  Get Clients

​In my experience of coaching many so…

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ART (Alignment, Reach, Trust) — Levers to Grow Your Authentic Business


Imagine three levers that can help grow your authentic business: Alignment, Reach, and Trust.

Increasing any one of them can help, but the best results come from increasing all three evenly.


This means that you have offers and content that are aligned with what your audience wants. How do you know? The more aligned, the more your audience is engaged with your offers and content.

Where solopreneurs o…

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