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.
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!
Think you're ready to hire a business coach? Jessica did! She asked what kinds of questions she should ask during a hiring interview.
Not so fast!
Before you plunk down your hard-earned cash, make sure you know what you're getting - and that you're ready to make the investment.
Too many creative entrepreneurs get burned by hiring the wrong person at the wrong time. This episode gives you specifics about the different kinds of business support that exist - including coaching - to help you determine what will serve you best at your current stage of business growth.
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Music: "Welcome to the Show" by Kevin MacLeod. Music and sound effects licensed under Creative Commons 3.0