Who and What?

What is it? Who is it for?

Nothing is for everybody. If you are chasing every customer in your area, by definition you are chasing the average customer. Those customers will put in the average amount of engagement, pay you average prices, for the average services you provide, which are specifically designed for absolutely nobody, and therefore greatly satisfy no-one. You’re on the way to average amounts of mediocrity & frustration in your practice and for your customers.

If however, you decide and write down with some precision, exactly what kind of service you want to provide, by when, and exactly who it is for (and it by definition it can’t be for everyone – nothing is for everyone), then you’ve taken the first step on the journey to build the practice & work life of your dreams. Even better, if you share that written statement with a few other individuals or a group that will hold you accountable and check in with you on a regular basis to see whether you are holding to that vision, you’ll be making some real steps towards intentionally shaping your future.

Bringing the future into being, has a much higher chance of happening if it’s written down and shared transparently with others who can both give us feedback, and hold us accountable.

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