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!