For nearly 20 years, I've been leading online workshops, teleclasses, and other digital events both inside and outside my A-Club community. I made the decision years ago to host the community piece on Facebook, while the training content lived inside my website inside our Rising Tide Learning Library.
But the last couple of years have shown that things aren't working. We've seen our clients fleeing Facebook with the quickness and our website has had several content security issues that left me pulling my hair out.
It was *finally* time for a change!
The decision to move was not an easy one. It took a couple of years of testing, trying platforms, and a bunch of bumps in the road to get here. Here, I'm sharing some of my lessons learned and the reasons why we're making these changes, along with what to expect once we fully changeover.
My hope is that this level of transparency helps YOU as you're making decisions about how your business needs to run to work for how you're wired to work.
A couple of years ago, when I first launched the Cashflow Creator workshop, I ran my own business through the same process I teach my clients. I got clear that things were starting to break down, but I didn't have immediate clarity on how to fix them. The Incubator had become our primary income driver, and that was never supposed to be the plan. It was always meant to be subsidized by the other income of the business.
Then, I had surgery in the summer of 2021... and again in the fall of 2022. There were too many things I wanted to be doing that were getting pushed aside to put out fires. Simply put, I wasn't working for how I was wired to work. I wasn't taking my own advice.
So I sat with my homework from the workshop and re-designed how everything needed to look and flow in order to better fit how I'm wired to work.
I couldn't just change everything overnight. But I was able to map it all out and create a new offer stack that I could star rolling out this year. I shared that map at this year's Customer Journey workshop. One of the first steps was to merge A-Club and the Rising Tide into one program.
We started the community on Facebook because that's where everyone was, quite frankly. Almost every one of my clients was already hanging out there, and the ones who weren't there didn't want the social/community aspect in the first place.
I tried moving us off facebook several times over the years, but everyone wanted to be where they were already at.
That was fine-ish for community connection, but Facebook is a lousy place to host any training. Don't get me wrong - if you're running a short term event, like a challenge, it can still work, but it's not ideal for hosting content on a long-term basis.
Videos got buried in the group feed, nothing was really easy to find, and people outside the community couldn't access the training without being added to the facebook group - which could impact the safety and connectedness of the established group. That forced the decision to host all the training inside my website.
But that came with a different set of issues. One of them was content security. We started with Wishlist Member (cumbersome), and then integrated LearnDash (didn't accept recurring payments). We cobbled together a solution, but over time, it became a challenge to keep updated. The site went down because of a security issue with a plug in, and it's never been the same since.
Another issue was useage. The free library was seeing a little bit of useage - mostly from fans of the show. They were accessing the bonus downloadables from our episodes, and tapping into a little of the free training. But the courses we'd spent so much time creating were not being fully utilized, and sales were not happening as we'd expected.
On one hand, that's not my problem, because people will use what they're going to use, and ignore the rest.
But on the other it IS my problem if clients aren't using the resources effectively and aren't getting the results they want because the content isn't delivered in a format that works for them.
In talking with clients, most wanted real-time help, or the ability to ask questions without having to find a contact form, draft an email, or whatever. Neruodivergent folks will sometimes "forget what they came in here for" and then the question never gets answered.
So, we've found a platform that allows us to have conversations more fluidly, put all the training content in one place, and provide a community of accountability for everyone!
I've seen a lot of communities come and go... heck, I've left a few myself. Especially if I went looking for help and got crickets... or a bunch of sales pitches instead of genuine help for my issue. The other thing I've seen is communities that rely heavily on you being in the room LIVE all the dang time.
The folks I work with often need something more portable and digestable - because we've got shit to do and don't have time to wait around!
That doesn't mean you don't want some community support, it's just that you need it on YOUR terms.
I've got your back!
I'm excited to introduce you to the NEW Rising Tide community!
We've poured countless hours into creating this online space inside Heartbeat, so that you can access everything with ease from any device. It's an on-the-go community of like-minded entrepreneurs, committed to growing their businesses, making a difference in the world, and having fun along the way.
If you're tired of trying to figure out everything on your own and want to be part of a community that not only educates you but also holds you accountable and provides support to help you achieve your business goals, then, the Rising Tide community is for you!
If you've already been part of our free community, you'll know that we've got a free learning library as well as all the bonus downloadables from the Creative Freedom show in there. That's not going away. You can register for the FREE level of our community at any time.
This month, we're ADDING a new tier of paid membership that includes access to all of my digital training programs - including the new Cashflow Creator Workshop we just completed, the Customer Journey and Marketing Plan workshops, content creation sprints, live quarterly planning workshops, and more programs coming later this year, like a comprehensive Sales and Marketing training based on the Fix This Next methodology!
Plus, you'll get to connect with a community of fellow entrepreneurs who share your values and aspirations. You'll have a safe space to ask questions, get feedback, and share your wins and challenges.
No more searching for the latest business growth strategies, no more feeling isolated and alone in your business journey. With the new Rising Tide Community, you'll have on-the-go access to entrepreneurs who share your values and are committed to supporting each other's growth.
This was huge for me. I've been in plenty of online groups and so-called communities over the years where it felt like I was either being pitched every other day and couldn't really get the help I was looking for.
Not here.
While I can't promise we can answer every question or solve every problem, I can promise that we're here to support and encourage you on your journey. I know how it feels when you post gets crickets, so I'm committed to helping you find answers that actually work for your situation. In my community, I try to know everyone by name, because it's important to me that you feel safe in our space and that you know you belong here.
Our community is designed for interactivity, but you don't have to stay glued to your device - that's not healthy for your business! Chat with other members in real time or as it fits your schedule. Ask questions, get feedback. Show up and shine so we can celebrate you. No judgement, no drama. Just a safe space to practice showing up as the business owner you're becoming and shining like the star you already are!
Be seen. Be supported. Be encouraged.
Here's what you can expect as a member of the paid Rising Tide Community:
Plus, with Lisa's guidance and support, you'll learn how to:
If you're serious about taking your business to the next level, then this is the community for you. Don't wait - join now and start getting the education, accountability, and support you need to grow your business and achieve your goals!
Do you ever feel like you're stuck in a rut with your business? Are you struggling to find new clients or make the income you need to thrive? If so, you're not alone. Many creative entrepreneurs face these challenges, and it can be tough to overcome them especially when you're stuck in a "fixed" mindset.
I've often said that the mindset is more important than the mastery, and research bears this out. You don't need to be perfect and a total genius in order to succeed in business. As a creative entrepreneur, building a successful business is about more than just great ideas. It requires the right mindset - one that is positive, growth-oriented, and resilient in the face of challenges.
Because, hey... stuff happens. Plans go off the rails, and often, your goal isn't always THE goal.
Studies have shown that our thoughts and beliefs can have a profound impact on our success. When we believe in ourselves and our ability to succeed, we are more likely to take risks, persevere through obstacles, and achieve our goals.
On the other hand, a fixed mindset can lead to self-doubt, fear of failure, and a lack of motivation to take risks and try new things. This can ultimately hold a business back from achieving its full potential and reaching new heights.
I've seen this in many of my clients - brilliantly gifted, yet traumatized by old stories and false beliefs that keep them believing they're not good enough to be shine like the star they are.
It breaks my heart... and it doesn't have to be this way.
The Disney movie, Moana, is a great example of a character with a growth mindset. Despite the challenges and obstacles she faces, Moana looks for ways to learn and grow from her experiences. She also seeks out guidance from others and is open to new ideas and perspectives.
When Moana first leaves the island... well, let's just say navigation isn't her strong suit! But, instead of giving up, she seeks out the demigod, Maui for help. Maui initially dismisses her as an inexperienced child, but eventually learns to respect Moana's determination and resourcefulness.
And then there's Te Ka. At first, Moana tries to defeat the monster with brute force, but when she recognizes that the monster is actually Te Fiti (a goddess, NOT a monster!), Moana finds the way to save her island and her people.
So how can we cultivate a positive and growth-oriented mindset? Here are a few tips:
When you're self-aware, you understand your strengths and weaknesses, you know what motivates you, and you're in touch with your values and purpose. That doesn't mean you always get it right, but it means you're learning about yourself in deeper ways. This knowledge helps you make better decisions, take calculated risks, and stay focused on your goals. Recognize when negative thoughts and beliefs are holding you back, and challenge them with positive affirmations and self-talk.
In the Cashflow Creator Workshop series, you'll spend time getting clearer on what's really important to YOU. You'll gain a deeper understanding of yourself, your business, and your goals.
"Failure" is a natural part of the learning process, and can actually be a valuable opportunity for growth and improvement. I believe that failure is not the opposite of success, but rather an essential stepping stone on the journey. By embracing failure and using it to your advantage, you'll be better equipped to build a sustainable and thriving business that can weather any storm.
In our workshop, you'll look at what's been working (and not) in your business, and start to course correct - creating a new vision for your business that works better for how you're uniquely wired to work.
Surrounding yourself with positivity is key to maintaining a growth mindset. I don't mean looking for "yes men" or bring all Pollyanna about tough situations. I mean creating an Environment of Empowerment that builds you up and helps you navigate the "hard" and celebrate your wins along the way.
Seek out supportive friends, mentors, and colleagues who believe in you and your vision. By being intentional about the people and communities we engage with, you can cultivate an environment that supports and uplifts you. There's nothing quite as validating as knowing there are people in the world who have your back!
In the workshop, you'll have the opportunity to connect with other like-minded entrepreneurs who share your values and aspirations. You'll also have access to an experienced mentor (moi!) who can offer guidance and support as you navigate the ups and downs of building a sustainable business. With the support of a positive community, you'll be better equipped to overcome obstacles, celebrate successes, and stay motivated on your entrepreneurial journey.
Instead of dwelling on your weaknesses, identify your unique talents and strengths, and find ways to use them to your advantage. By focusing on your strengths, staying in your zone of genius, and delegating tasks that don't align with you, you'll be able to operate at a higher level more consistently and achieve more in less time.
There are things that only you can do - or that only you can do YOUR way. Lean into that. Our workshop will provide you with tools and strategies to help you identify and embrace your strengths, so you can build a business that's not only profitable but also aligned with your values and passions.
Whether or not you join us in the workshop, by adopting these practices, you can start to shift your mindset from one of self-doubt and fear, to one of confidence and growth.
But I would be remiss if I didn't invite you to get all of this and more at the Cashflow Creator workshop! Our goal is to help you build a sustainable, thriving business that works for how you're wired to work. Don't let self-doubt and fear hold you back any longer! Join us and start cultivating the mindset you need to succeed.
Are you ready to turn the volume on your business up to 11 and ROCK!?
Are you ready to rock your business with better clients, better offers, more money, more impact, and the ability to lead your company with ease?
The Cashflow Creator Workshop is your ticket to making it happen! We started on Monday, but you can still hop in and pick up the recordings for the entire week! Plus, you can work directly with me to get help with your business questions - so that you can have a business that works for how you're wired to work.
I'm not one to go on and on about my workshops, because if you've ever attended, then you already KNOW they're packed with specific how-to help that gets you results before you even leave the event. Here's what Teresa said about our last Cashflow Creator event:
"This workshop is POWERFUL! And Lisa Robbin Young is a MASTER at the concepts and practices she teaches - not to mention a great coach. I got a level of clarity of purpose and strategy for going forward that had been missing for me. And it's a strategy that EXCITES me and had me saying 'YES! That's ME! I can do that!' Thanks Lisa!"
Teresa Romain - Founder of Access Abundance
This workshop is unlike anything you've experienced before. It's not just another "business tips and tricks" seminar. Instead, we focus on unlocking the power of your business model, so you can build a business that works for how you're wired to work.
This workshop is not about boring business models! It's about helping you re-design your business to work for how you're wired to work. We use the Creative Freedom business model equation. This tool makes it easy to re-design your business in a way that aligns with your unique talents, strengths, and values. With the Business Model Equation, you'll be able to:
The Business Model Equation is just one of the tools and strategies you'll apply in the Cashflow Creator Workshop. Over the course of the week, you'll also:
And that's just the beginning!
You'll also have the opportunity to connect with a community of like-minded entrepreneurs who share your values and aspirations and want to celebrate your progress. Plus, there's an experienced mentor (ahem, me!) who can offer guidance and support as you navigate the ups and downs of building a sustainable business.
But time is running out! This is your last chance to join the Cashflow Creator Workshop! Don't miss out on this unique opportunity to unlock the power of your business model and take your business to the next level... whatever that looks like for YOU.
So, what are you waiting for? Sign up now and let's get started!
As I mentioned in a separate post, your team is the backbone of your business. They can make or break your success. While finding the right people is key, don't forget to focus on nurturing your team's collective output too. From innovation to customer experience, their productivity affects everything. Want to inspire your team to greatness? Here's how:
It's not enough for your team to just show up to work. They need to feel connected to the mission and values of your company. Recognizing staff for their hard work can build a sense of pride in the job. Companies like Challenge Coins Ltd can help you celebrate individual achievements or company milestones with custom coins. Supporting causes they care about (outside your company) can also boost morale and reduce staff turnover. Some companies even make it part of their pay structure.
Fear of judgment and failure can hold your team back. And don't get me started on what micro-aggressions or bullying can do to the safety of a work environment! Building a psychologically safe working environment is crucial to unlocking your team's full potential. There are tools to promote psychological safety and to encourage collaboration. When your team feels safe, they're more likely to take calculated risks, and be willing to create "happy accidents" that lead to creative gains for the company. Safety to take risks and learn from mistakes cultivates more innovative and effective problem-solvers.
Healthy and happy employees are more productive. So invest in their wellness by offering gym memberships, incorporating screen breaks into their day, and promoting hydration. First aid and mental health resources in the workplace can also make a big difference. Plus, team-building sessions and away days can create better working relationships, which reduces stress and fosters positivity.
Your team needs the right tools to do their job well. If you're slow to adopt new technologies, your team's productivity will suffer. Automated tools can keep things running smoothly and increase engagement by providing employees with the resources they need to succeed. Recording employee progress and rewarding them for their hard work can also be motivating. Gamification, combined with recognition rewards can be a big motivator for some team members!
Remember, your team's collective output is essential to your success. So invest in them, celebrate their achievements, and watch your business thrive! With these tips, you can build a kickass team that delivers stellar results.
When you're in the early stages of building a stand-out business, there are lots of moving parts and pieces to keep things running smoothly. There are also a lot of things that seem important, but are just distractions.
So where do you need to focus right from the start?
The things that will move the needle the most.
Easier said than done, right? Because those things can look different for each business. But let's look at the most common things you need to be thinking about right from the start to ensure you're on the path to success.
Your brand is the heart and soul of your business, and it's what sets you apart from the crowd. So, take the time to craft a brand that reflects your unique personality and style. Remember, a strong brand will attract the right customers and help you stand out in the marketplace.
A strong brand isn't about flashy websites or spending a lot of dough to "look good". Your brand is your business's identity and how you want to be perceived by the world. It's the story that lives in the hearts of your Raving Fans when you're not actively marketing to them. Take the time to think about how you want your business to come across and create messaging and marketing that reflects that. The stronger your brand is, the better your chances of success.
With a strong brand, your business becomes memorable - even when you're NOT marketing!
Next, seek out good advice. As a creative entrepreneur, you might feel like you can do everything on your own, but the truth is, everyone needs help. Surround yourself with people who have been there and done that, and learn from their experience. Trust me, it'll save you time and energy in the long run.
The right people - including legal experts, consultants, and those who are experts in your specific industry can be invaluable sources of support, encouragement, and insight. And they don't need to be on call 24/7 to be good for you. Expert guidance, that's focused on helping you reach your goals and dreams, will help you have a much higher chance of success and shorten your learning curve..
Building a business can be overwhelming, and you don't have to do it all alone. Seek out mentors, coaches, and experts who can guide you along the way.
When you look at the successes and failures of previous business owners, so much of it comes down to the people they had access to when they started out. In essence, you are in a much better position, with a much higher chance of success, if you are able to get in touch with the right people at the start. Consult legal experts (like Manfred Sternberg & Associates, or other legal consultants) and those who are experts in the needs of your specific industry.
Of course, we can't forget about the moolah! Cash flow is the lifeblood of your business. If you're self-funding everything, that means you carry all the risk and financial burden. That may or may not be a problem for you, but it's important to know what you're really dealing with when it comes to the "money stuff" in your business.
Look for sources of funding that align with your values and goals. Maybe that's crowd sourcing or finding a lender through Kiva. Or maybe it's your own credit card. Been there. Done that! The key is to have a secure source of funding that will give you the financial stability you need to grow and thrive.
Seek funding you can rely on before you think you'll need it. Because often, when you finally need it, you may have a hard time getting it!
Last but certainly not least, you need to build the best damn team ever! If cash flow is the lifeblood, then your team is the backbone of your business. Who you surround yourself with is arguably the most important factor of all. When you have a team you love (that loves you right back), you'll have a much better chance of success.
Take your time to find the right people for your team. Be willing to let people go that don't fit your team culture (and do it FAST!). This includes contractors, part timers, and anyone else supporting you and your business. The people you surround yourself with are crucial to your business's success. That means your advisors AND your team support! Develop a rock-solid recruitment process that helps you find the right people who share your vision and passion. With a strong team, you can tackle anything that comes your way.
So, there you have it - the four things you need at the start of your business: a strong brand, good advice, secure funding, and the best team you can afford. Remember, building a successful business takes time. It can be challenging, requires effort, and dedication, but with these four elements in place, you'll be on your way to creating a thriving business.
At the end of March, I had the honor of speaking at the TEDxBloomington Salon and it was amazing.
Salons are generally smaller scale TED-style events that are locally curated, like any TEDx event. Unlike a larger, full-day event where the talks can range pretty widely, Salons are generally on a more focused topic. Our topic was (sustain)ABILITY.
The theme still lends itself to some pretty wide-ranging topics, including a sonnet on sustainability, the importance of preserving indigenous language for future generations (and the tech to make it accessible to everyone), how kindness and generosity can sustain us, the 3 steps to find healing in business, and more. I look forward to sharing the talks once they're all uploaded, but for now, I can share my talk on How the Marginalization Tax impacts finding Enoughness for micro businesses. You can also access the bonus resources for my TEDx talk here.
My life is a paradox. As a business coach and entrepreneur, I rely on Capitalism to keep food on the table. And I help my clients to do the same. But as a human being, I also rail against what it seems like Capitalism has become: a money-grubbing, soul-crushing free-for-all for the wealthy elite that would rather leave our big blue marble than invest in healing, protecting, and sustaining it.
About 40% of my clients are multiply marginalized, many with a chronic illness, disability, or other capacity-limiting constraints that have essentially forced them to leave traditional employment and go out on their own because it works for how they're built. Forced, because capitalism asks more of us than we can consistently give, and no one feels this quite as much as the marginalized people of the world.
Entrepreneurship then, becomes a way for them to "leverage" the capacity they DO have - but not everyone is equipped to meet the challenges of entrepreneurship.
The incessant invitation to grow for growth's sake is a siren's song that hypnotizes entrepreneurs into the trap of adding one more zero to our revenue… and then another… and then another. But that "MORE" doesn't include room for things like more rest, more play, more ease - unless you hustle your face off first. There's this persistent myth that if you just work hard enough long enough and do your best, you'll make it to that "some day" where you can retire in style.
But Capitalism asks for more than many of us can give. And it has a bad habit of moving the goal posts on us.
With so many companies shooting for the moon - both literally and figuratively, this incessant drive for "More" isn't a sustainable path. How do we find the sustainable path in business? We strive for Enoughness instead.
When we look to nature, a cactus can thrive on very little water and a lot of sun. That is Enoughness for the cactus. If you flood the desert, the cactus rots. If you take away the sun, the cactus starves.
So Enoughness looks different in different situations.
For the folks that I work with, Enoughness is a result of building a business that works for their unique situation.
They are not corporate behemoths. They are parents, artists, travelers, authors, healers, activists, and more. They want a living wage that allows them to retire a spouse or provide for their families, and be able to enjoy the fruits of their labors - even when Capitalism tries to ask more of them than they can give on their own.
For years, I've taught what I call your Enoughness Number. It's essentially the revenue your business needs to bring in on an annual basis in order to have an experience of Enoughness. Not excessive, but appropriate. Not just subsisting, like so many marginalized folks do, but thriving.
But then one of my non-normative clients pointed out that I had not taken into account the additional resources required to navigate a world that asks more of you than you can give. We dubbed this added cost The Marginalization Tax.
At that time I was still under the spell of meritocracy. Just work harder. Keep working, and eventually you'll get there…. however long THAT is. I had always been able to keep working… until the day I needed back surgery. For eleven days I was unable to walk, stand, or otherwise move my body without substantial pain and significant help.
I was lucky I had help at home and owned my own business. If I'd been in a traditional job, I probably would have been fired or forced to use all my time off. And then where would I be for the rest of the year?
This tax is a spectrum of disadvantage based on a number of things like skin color, religion, gender expression, geography, age, body shape, economic status, social status, and basically any circumstance where there's a power imbalance that puts one group of people at an advantage to the detriment of others.
For example (and this isn't exhaustive, but you'll get the idea): I'm a cis, straight, neurodivergent, mixed-race, black woman that presents as white and able-bodied. I'm almost 50 and my body shape is not the socially accepted norm. I have a mix of privilege and disadvantage that impacts the resources I need. The more resources I need, the greater the marginalization tax I pay to participate in this world.
So let's look at what Enoughness looks like both with and without the Marginalization Tax applied so you can see how this works.
First, what are your total living expenses? Let's say $60k
Now add to that your growth. Maybe you've got a nice-to-have or a want that you'd like to see happen in the next year. That's your take-home pay requirement.
If you're a business owner, on top of your take home pay, what are the other "living expenses" of your business?
Then add your business growth to that. Maybe you want to launch a new offer and need to invest in infrastructure or support. Put it in your total.
Now add all that up and add a 10% cushion for unplanned surprises. They happen.
That's already a large number for a small business.
But, now we add the Marginalization Tax.
Based on where you fall on the spectrum, this could be anywhere from zero to as much as 50% of the total. Think that's steep? According to a 2021 report from the national women's law center, black women make a million dollars less over their career than white men. That's 37% less. That is the Marginalization Tax in action.
So we total this all up and there it is - one Enoughness Number that's drastically different than it would be if you didn't have to pay this tax.
Unlike the taxes you pay to your government each year, the bill for the Marginalization Tax comes due each day. This weekend my husband bought some cookies for $4. But I can't eat those cookies because some of the ingredients will hurt me. If I wanted to have a comparable amount of cookies that I can eat, I'd have to pay nearly 3 times as much - or I could spend just a few dollars more for all the ingredients and make them myself. Which would take an additional 45 minutes out of my day.
He can just open a package of cookies and go to town! The Marginalization Tax means I pay significantly more either in time or money - resources I may or may not have - just to enjoy a cookie.
Now you might say, "But Lisa, that's a cookie. A treat. You don't NEED a cookie. You can live without a cookie."
Yes, but why should I have to settle for less just because my body is built differently than yours?
But, let's say you're right and look at another case: One of my clients applied for medical disability long before we started working together. She had a profitable business that she'd built around her chronic illness which was so severe and variable that she never knew what her capacity to work would be like from one day to the next. Once she got approved for disability, she shut it all down. She said to me, "I can't jeopardize my disability payments. What if I go off disability and then my business has a down year? I'll have to re-apply and go through all of this all over again - and I might not survive!"
I don't blame her for wanting to protect herself and know that she can survive in a world that makes it hard for her to just exist. I blame the system where the deck is stacked against some of us and not others. That is the impact of the Marginalization Tax.
Everyone should be able to experience enoughness - a fully belly, a warm bed, and the safety of knowing they have what they need to thrive. There's certainly plenty on this planet to make it possible. But the playing field isn't level. What's worse, Capitalism keeps moving the goal posts.
But I believe that the best way to change a system is from the inside. That's why I'm a business owner. That's why I help other business owners - who aren't trying to hustle their face off to be a squijillionaire. They just want to find the balance that allows them to be paid well, within their capacity constraints, and have the time and energy to enjoy the fruits of their labors.
We don't need more rockets into space. We need more business owners striving for Enoughness for everyone.
When we have Enoughness it's… well, it's enough.
Like I said, it's a paradox.
Can I be blunt for a moment?
I can't STAND the phrase "take your business to the next level". I think it's overused and too generic to have any real meaning.
And that's EXACTLY why so many business coaches - especially in the online world - use it. Yes. I use it too... which is part of what bugs me about it!
It's a blanket, "catch-all" phrase that allows them to paint a huge picture without really saying anything at all. You're left to use your imagination to figure out what "next level" really means.
I mean, I get it. It's a phrase that resonates for folks because it suggests progress and growth. Going up the elevator from the ground floor to the penthouse. That idea of "started from the bottom, now we're here."
But it's so generic! Taking your business to the next level could mean increasing your revenue, expanding your customer base, or improving your marketing strategies. By using a broad and flexible phrase like "take your business to the next level," a coach can appeal to a wide range of potential clients and highlight the various benefits they offer.
Which is great for the coach, but not necessarily great for you.
You don't want generic outcomes, you want specific help tailored to your situation. That's why you hire a coach in the first place! And the kind of "next-level" lift you need may not actually be what that coach is offering.
What if you need help through an audience pivot? I did. I needed specific help from someone who understands how to do an audience pivot. The idea of "taking my business to the next level" meant reaching more of those new, perfect-fit audience members. So, I put out a call to find a new coach, and what I got back was very telling.
I was specific in my request. Dozens of folks raised their hands and when I went to their websites to vet them more than HALF of them were talking about "next level" results.
Gag me.
Most of the coaches I talked to couldn't help me until I was already pivoted. But not with help finding these folks. Which, you know, needs to happen before I can market my offers to them!
So why raise your hand in the first place?
I ended up wasting a LOT of time talking to people who were good at things that I didn't even ask for! All because they wouldn't be specific enough in their marketing and messaging to help me understand what they offer and how they could REALLY help me... or if they understood my problem at all!
Using a common phrase like "take your business to the next level" can be a helpful shorthand for communicating the overall goal of their coaching services. It's a quick and catchy way to get potential clients interested in what they have to offer, and cast a wide net, but when you need specific help, this phrase is mostly worthless.
If "take your business to the next level" can mean different things for different people, depending on their goals and aspirations, then you have no real clarity. It could mean pushing past your current limits, reaching new heights, and tapping into your full potential as a business owner and as an individual, just as easily as it could mean expanding your customer base, increasing your revenue, improving your products or services, and creating more value for your customers.
That's a painting with a VERY broad brush!
No wonder potential clients get confused, throw their hands up, and walk away!
Specificity is clarity. Clarity builds confidence, which feeds your ability to take courageous actions (like saying YES and hiring a new coach!)
To make the term "take your business to the next level" meaningful, have in mind specific examples of what that might look or feel like for you.
For instance, taking your business to the next level could mean achieving a certain revenue target, expanding your customer base, launching a new product or service, or simply improving your overall brand image and reputation. It could also mean feeling more fulfilled and passionate about the work you do, having more freedom and flexibility in your schedule, and feeling more confident and empowered in your ability to make a difference in your industry.
If you're not clear about what you want or need from a coaching experience, you're more likely to be lured into "next level" language that doesn't get you where you really want to go.
Sadly, most coaches aren't providing specific examples so potential clients can better understand the value of choosing them. Instead, they're relying on lazy "next level" language that isn't helping you at ALL.
But you can make smart decisions by being clear and upfront with what you want or need from a coach. Don't equivocate. Ask them directly: how can you help me achieve x?
Don't let "next level" jargon hypnotize you into saying yes if you're not clear the coach can help.
And if you're ready to get real support to build a business that works for how you're wired to work, let's talk! A few seats are still available for this month's Cashflow Creator business model workshop series. Together, we'll design (or redesign) your business to be in alignment and integrity with what matters most to you and how you're uniquely wired to work.
For years, I've held connection calls where I hop on zoom for 20-30 minutes to get to know a new networking connection. Invariably, a business question pops up and most of the time I can spot a solution to their issue before the end of the call.
In many of these cases, I was able to help them see a way to open up a new income stream, refine a system or process, or just make their business easier in a matter of minutes. Not long ago, I was talking with a guy and by the end of the call we'd mapped out a new approach to one of his existing offers.
That new approach landed him a $15,000 deal later that same day.
I know that might sound a bit unbelievable, but I have receipts. This was both a blessing and a curse for me. A blessing, because I've been able to help hundreds of people over the years. A curse because, for years, I didn't really know how I was doing it.
So, I finally sat down and spent time examining how my brain works... the questions I was asking in order to get those kinds of results for total strangers.
That's how the Creative Freedom Business Model Equation was born! Once I had it worked out, I tested it with a few of my clients before rolling it out in last year's CashFlow Creator Workshop.
I'm excited to announce that we've re-opened the doors to this popular workshop and I'll be hosting it again this month!
The Cashflow Creator Workshop is designed for entrepreneurs and business owners who want to create a business that reflects their personality, voice, and style and connects with more of their ideal clients and customers with greater ease. More money, more time to enjoy it. A business that works for how you're wired to work.
Whether you're just starting out or looking to rebrand and redesign your business, this workshop will provide you with the guidance and support you need to succeed. By the end of the workshop series, you'll have a personalized roadmap for building or refining your business, based on your unique lifestyle and goals.
This 5-day workshop series, running from April 17-21, will provide you with the tools and guidance you need to design a business model that works for how you're wired to work. Each day, we'll focus on one part of the Creative Freedom Business Model Equation. By the end of the workshop, you'll have a comprehensive understanding of what is and isn't working in your business and how to fix it.
Day one of the workshop will focus on the first part of the Equation: You. We'll dive deep into what really matters for you, including your values, personal context, and the mission/vision for your business. We'll look at how those things play together and what your non-negotiables are to actually feel successful. At the end of the day, you'll be able to communicate clearly the strengths that you bring to the table through your company, and what's most important for you - both personally and professionally - so that you can have a business that supports you to have more of what you want and less of what you don't!
On Day 2, we'll dive deep into the "why" of your business. Not YOUR personal "why" - although that's important, too. Instead, we'll explore why you're in this line of work, what motivates and inspires you, and what makes you uniquely qualified to do what you do. We'll also examine the core purpose of your business, the change you want to see in the world, and the impact you want to have on your customers or clients. By the end of the day, you'll have a clear understanding of the driving force behind your business, which will help you create a brand message that resonates with your ideal audience and sets you apart from the competition.
On Day 3, we'll dive into the "who" of your business model equation. We'll take a deep dive into your ideal clients from a different angle - those who already resonate with your "you" and "why" elements. Instead of trying to conjure up some niche market out of thin air, we want to connect more deeply with people who already resonate with who you are and why you do what you do. We'll explore who your ideal customers are, where they hang out, what they want and need, and how your business can best serve them. By the end of the day, you'll have a clear picture of who your business is for, and how to speak directly to their needs and desires.
On day four, we'll dive into the "what" element of your business model. We'll explore the transformation your offer provides for your clients or customers and identify any gaps or areas for improvement in your current offers. This day is all about fine-tuning your offers so they are aligned with your unique value proposition and the needs of your ideal clients or customers.
Day five will be dedicated to the "how" of your business model. You can deliver the same "what" in different ways - different "how's". A book, a course, and a video, for example are different ways to delivery the same "what". We'll examine the delivery and pricing of your offers, as well as your marketing strategy. By the end of this day, you'll have a solid understanding of how to package and promote your offers in a way that resonates with your ideal clients or customers, and generates the cash flow you need to sustain and grow your business.
This is one of my favorite testimonials from our workshop last year:
"This workshop is POWERFUL! And Lisa Robbin Young is a MASTER at the concepts and practices she teaches - not to mention a great coach. I got a level of clarity of purpose and strategy for going forward that had been missing for me. And it's a strategy that EXCITES me and had me saying 'YES! That's ME! I can do that!' Thanks Lisa!"
Teresa Romain - Founder of Access Abundance
Other attendees said they also experienced:
So if you're serious about having a business that works for how you're wider to work, get your buns over to my info page and register for the CashFlow Creator Workshop series and take the first step towards a fulfilling and sustainable business.
I'm capping registration at 20 people. If financial accessibility is an issue for you, please reach out. Partial scholarships or grants may be available.
My husband and I were talking about the movie Grease the other day. While I was conjuring up lyrics from "You're The One That I Want", Jim piped up and said, "The moral of that story is that you've got to change yourself if you want a man."
I was not seeing it. I mean, he's right that you shouldn't have to change yourself in order to be with someone you care about, but was that really what was going on with Sandy? Or was she finally letting herself be more of the person she wanted to be?
Throughout the movie, Sandy was this buttoned up bobby sockser - watching everyone around her living their lives out loud, while clutching her pearls and saying "I couldn't possibly!" at everything going on. Rizzo and the other Pink Ladies tried to get her "Sandra Dee" to loosen up, but she was too scared and possibly ashamed to do anything about it. Until that drag race showed her what she was missing out on by staying buttoned up.
Let me be clear: there's nothing wrong with being a "Sandra Dee" type - if that's who you really want to be. But you could tell, at the dance, that there was more to Sandy than the buttoned-up persona she had been sharing with the world. She liked being in the spotlight and was miffed when Cha-Cha pulled Danny away from her and won the competition.
Once she got over herself, her next evolution was a more confident, fun-loving person. Yes, she stepped awkwardly at first, but it was someone she WANTED to be. Not something she HAD to do. Sandy chose a path that worked for her and finally let the rest of the world see more of who she really was.
If you ever feel like your brand isn't doing a good job of telling the world who you are - or that you're being ignored by your ideal clients and customers, you might still be trying to show the world your "Sandra Dee" self, when you've actually evolved into a stronger, more charismatic leader. It's time to step out and shine!
Your brand is more than just a logo or a tagline. Your brand is the total experience that your customers have with your business, from the way you communicate to the quality of your products or services. It's the emotional connection that you build with your audience, and it's what sets you apart from your competitors.
So, if you're talking one way when you show up in person and your visual brand or marketing copy doesn't match, there's a disconnect that your right audience won't take the time to figure out. They'll just shrug their shoulders and move on. A confused mind says "no" - or at least, that's what I was taught decades ago when I started my online marketing journey. If your brand isn't feeling like you anymore (or maybe it never really did), then it's time for a tune up!
How do you go about building a brand that truly reflects your personality, voice, and style, and connects with your ideal clients and customers?
Clients hire me when things get out of alignment. The first place I look is their business model. You've heard me talk before about the Creative Freedom Business Model Equation: (You + Why + Who) + What + How. Every business needs a model that works, which is why I love this Equation so much. It's flexible and adaptable to any situation.
But how do you put this into practice?
Take a cue from Dolly Parton, another famous blonde from musical history. She's a true master of her brand and an undisputed celebrity in her niche. Dolly has built a brand and a business empire that reflects her personality, voice, and style, and has connected deeply with her fans for decades. Her music, fashion, philanthropy, and overall persona have all contributed to her success and enduring popularity. Dolly's unique style and personality have made her a beloved icon for decades. But beyond her music and fashion, what makes her so successful?
Using the Creative Freedom Business Model Equation, let's analyze Dolly's business model!
Know Yourself
The Equation begins with the importance of knowing yourself in order to connect with your ideal customers.
Dolly knows herself. She has a strong sense of self. She embraces her roots and values, and incorporates them into everything she does. She has never been afraid to embrace her unique style and persona. From her flamboyant stage outfits to her signature blonde hair and southern drawl, Dolly has created a persona that is instantly recognizable and beloved by her fans.
Understand Why You Do What You Do
Dolly's "why" is to spread joy and uplift others, which she does through her music, books, and philanthropic work. She's no Pollyanna. She's not afraid to talk about painful things, but she's also quick to look to the sunny side. Dolly has a deep connection and commitment to her audience. She's been open and honest with her fans, sharing personal stories and experiences that resonate with people on a deeply emotional level. Dolly makes it clear that she cares deeply about her fans and wants to make a positive impact on the world.
Your brand should be a reflection of who you are as a person and what you stand for. Don't try to be something you're not just because you think it will be more marketable or popular. Authenticity is key, and your audience will be able to sense if you're not being genuine.
You need to know what you stand for. Take some time to define your brand values – the principles and beliefs that guide everything you do. Then, SHARE them with your audience! These values are the foundation of your brand and can help you stay true to your authentic self.
Who Needs You Most?
To create a brand that resonates with your ideal clients and customers, you need to know who they are. What are their needs, desires, and pain points? What do they value? What motivates them? What kind of language and tone do they respond to? Once you have a clear understanding of your audience, you can tailor your brand messaging and marketing materials to speak directly to them.
Dolly understands that her fans value her sincerity, so she speaks from the heart - and isn't afraid to share hardship and poke fun at herself! She also knows how to adapt and stay relevant without compromising her values, such as when she collaborated with EDM artist Galantis on a remix of her hit song "Faith."
Your brand should tell a story – the story of who you are, what you stand for, and how you can help your audience. Use your brand messaging and marketing materials to share your personal journey and connect with your audience on an emotional level.
What Are You Selling? How do you deliver it?
This isn't just about your product, but the deeper benefits your audience gets from experiencing your work. Dolly is a singer and songwriter, so she's selling stories - in musical or written form. But what Dolly actually sells (the deeper benefit) is joy, connection, belonging, and hope. Whether it's music, Dollywood, OR any of the other "offers" that Dolly has for sale, the ultimate goal is the same - to put a smile in your heart and make the world a better place.
Dolly knows how to deliver her message to her audience. Her infectious personality and magnetic charisma make her a natural performer, and her business savvy has helped her build an empire that includes Dollywood theme park and her own record label, and numerous projects for film and television. Dolly has created a brand that has wide reach. And while she delivers it to you in a variety of ways, the "what" that Dolly delivers is the same every time.
Don't be afraid to let your personality shine through in your brand. Embrace your quirks and unique traits – they're what make you stand out from the crowd. Whether it's a love of 80's musicals, country music, a passion for hiking, or a quirky sense of humor, incorporating your personal interests and hobbies into your brand can help you connect with your audience on a deeper level.
Consistency is key when it comes to building a strong, authentic brand. Your messaging, visuals, and overall tone should be consistent across all your marketing channels, from your website to your social media accounts. Use the same color scheme, fonts, and tone of voice to create a cohesive brand identity that's instantly recognizable. Make sure they reflect the current you - not who you were 10 years ago! If it's time for an upgrade or update, talk to a brand design professional who can help your materials better reflect your awesomeness.
Building a successful business isn't just about branding - it's about having a solid business model that supports your unique strengths and skills. That's why we invite you to join us at our Cashflow Creator Workshop, where we'll dive deeper into the Creative Freedom Business Model Equation and help you create a business model that works for how you're wired to work. Register now to secure your spot and take the next step towards building a business that aligns with your values and goals!
Remember, building a brand takes time and effort. But with the right Equation - and a little inspiration from Sandy and Dolly - you can create a brand that has your fans singing "You're the one that I want!"
Once upon a time, Emily was on her way to meet up with some friends at a local rock bar. As she walked down the street, the sound of guitars and drums beckoned her closer.
She walked in and was immediately transported back in time: a dim room, neon glow, and the smell of leather and hairspray filling her nostrils. The band was playing "Walk This Way" and a full slate of classic 80's rock. As the band played on, Emily let herself fantasize about being on stage, playing her heart out to a crowd of adoring fans. She'd played guitar all her life, but never really did anything with it.
"Maybe it's time." She thought to herself.
Emily began working to launch her rock music career. Hair teased to the sky, the leather pants, and blazing guitar skills that would put Eddie Van Halen to shame. She was a little rusty, but it all came back quickly. She went to open mics, talent showcases, and started connecting with other musicians. Still, despite her passion and dedication, launching wasn't as easy as she'd hoped. She sounded like every other 80's rocker and - let's face it - there's not as much demand as there once was for 80's rockers (sad face)!
After one showcase, one of the featured artists shared with Emily the secret to her success: "It's not just about the music, kid," she says. "It's about your values and your vision. It's about who you are, why you do what you do, and your audience. And of course, it's about having a killer sound that sets you apart from the rest."
Emily takes this advice to heart and re-evaluates her approach to building her band. She starts by looking inward and examining her own values and vision for her music. Who is she as an artist? Why does she want to create this type of music? Who does she want to connect with through her music? With a clear sense of purpose and direction, Emily is able to attract other like-minded musicians who share her values and vision.
Together, they work on developing a sound that's fresh and unique, but still true to their roots. They experiment with different instruments, lyrics, and melodies until they land on something that feels right. And with each rehearsal and performance, they continue to refine their sound and their message.
Eventually, Emily's band catches the attention of a record label, and they're offered a contract to record their first album. But even with this newfound success, Emily never loses sight of her values and vision. She remains true to herself and her music, and continues to connect with fans who share her passion and love for 80's rock.
While Emily might be a fictional character, the lesson still holds: building a successful business is about more than just the product or service you offer. It's about understanding your values and vision, identifying your target audience, and creating a unique and compelling message that sets you apart from the competition.
THAT is what makes up your business model. I know. Saying that might just make your eyes glaze over, but hear me out. If you're tired of feeling like your business doesn't align with your unique values and vision, the problem is likely your business model. If you feel like your business doesn't truly reflect who you are and what you stand for, the answer probably lies in your business model.
In short, if you don't have the time, the income, the freedom, the reach, the alignment, or ease that you thought you'd get from your business... then chances are good there's something amiss in your business model!
Like it or not, if you're bringing in any revenue at all, you already have a business model. It may or may not be profitable. It may or may not be sustainable. Being intentional about your business model allows you to have a business that works with your natural abilities instead of against them. And I believe everyone can have a business that works for how you're wired to work.
The way we do that here at Creative Freedom HQ is through the Creative Freedom Business Model Equation.
You Linear Creatives are already salivating, I know. But, this isn't a traditional mathematical equation. It's part art and part science, so Chaotics and Fusions can have some fun, too! The Creative Freedom Business Model Equation helps you define the various elements of your business model based on a few factors - including your unique values and vision.
The equation is simple: (You + Why + Who) + What + How
Let's break it down.
The Creative Freedom Business Model Equation is a set of flexible "pieces" that tell the story of how your business creates value in the world. There are plenty of tools to help you design business models in the world, but most of them are unwieldy and complicated. Based on the Strategyzer business model canvas, our business model equation is a straightforward, easy to understand way for micro-business owners to approach business model design.
You probably noticed that the first part of the equation is in parentheses. That indicates the "internal" part of the business model. The part of doing business that is most directly impacted by your values and beliefs - much of which is internal to your company and not on public display. The second part of the equation is your offer. That's the part that the public gets to see and interact with regularly. You offer is both the "what" you're selling and "how" you're delivering it.
Now, let's take a closer look at each piece of the equation.
Who are you, really? What matters to you as a person? It's important to understand your context and constraints in order to design a business that works for how you're uniquely wired. We take a 360-degree view of the entrepreneur to truly understand what you're all about and what you can realistically bring to the table, considering your circumstances. Ask yourself things like:
This is often the hardest part, because you have to unpack the layers of stuff that come from "shoulding" on yourself, and get to what's really true. It's important to take the time to deeply reflect on these questions and come up with genuine answers that align with what's true for you. Once you have a clear understanding of your values and vision, you can move on to the next step.
This is about your motivations and your vision for the future. If you've read Simon Sinek's book, Start With Why, this may feel familiar. Simon's position is that people "don't buy what you do, they buy why you do it." This is all about purpose and mission. Understanding your "why" and communicating it helps the right people connect. By creating resonance with your audience, you'll attract more of the right people with greater ease. Ask yourself these questions:
This is about your audience - or primary audience, if you serve multiple audiences. Who are you here to serve? By identifying your core audience, your messaging can speak directly to those folks. There's nothing for sale in this world that's meant for everyone. And that's the way it's supposed to be. There are people already primed and ready - excited even - to experience the that thing that you offer. Why waste your energy chasing everyone when your right audience is "already ready already"? Ask yourself questions like:
Your offer is made up of both the "What" and the "How" - which we'll talk more about in a minute. The "What" is all about what you're selling. This is the transformation, not just the object. It's not just a pair of socks, it's warm feet. It's more than a song, it's a sense of belonging. It's the thing, but it's also the end result of experiencing that thing.
As a business coach, I sell tools for business growth. But at a deeper level, what I really sell are things like self-worth, confidence, peace of mind, and clarity. Because when your business is growing in ways that work for how you're wired to work, you feel more confident, you've got clarity on what to do, and peace of mind that things are working. That all contributes to your sense of self-worth.
As you're thinking about what you sell, ask yourself:
The second part of your offer is the the "How" - the delivery mechanism. You can offer the same "What" in different ways. When I wrote my book, Creative Freedom, we made it available as an audiobook, a digital book, and a physical edition. I've also extracted parts of the book for some of the training I do. Same "What" - the knowledge and information - delivered with a different "How".
Different delivery methods may come with different pricing, so we put that inside the "How" as well. Consider different delivery methods and pricing models to find the best fit for your business and your audience. As you're looking at this final piece of the Equation, ask yourself questions like this:
When you put it all together, the Creative Freedom Business Model Equation is flexible and only limited by your answers. By aligning your business with your unique values and vision, you'll create a business that truly reflects who you are and what you stand for.
With a clear understanding of your unique values and vision, and a defined business model based on the Equation, you can now operate and make choices from a more aligned starting point. Look for areas where things can be re-aligned with your business model to create a more authentic and fulfilling experience for both you and your customers.
For example, if one of your values is sustainability, you might look for ways to incorporate eco-friendly practices into your business model, such as using recycled materials or reducing your carbon footprint. Or, if your ultimate vision is to create a positive impact on your community, you might explore ways to give back or donate a portion of your profits to a local charity.
Once you have things in alignment, it's important to test it out and see how it works in the real world. You will evolve over time, so it's important to go back and review your business model from time to time, to make sure everything is working effectively, profitably, and sustainably for you. If it's not, it's time for a review!
In April, I'm leading a business model workshop to help you work through the Creative Freedom Business Model Equation and apply it to your business. I call it the Cashflow Creator Workshop because I know that only Linears get excited about business models - but everyone wants better cashflow! Seats are limited, so if you're ready to take the first step towards creating a business that truly resonates with you and your audience, join us! Can't wait to see you there!