You Economy Case Study: Deirdre Walsh

By on 05/21/2013

Here’s another case study from a 10ThousandFeet participant. Deirdre Walsh discovered how to organize her long-term vision into actionable steps she can take now, while reducing the stress of holding on to such big ideas.

Deirdre Walsh, Integrative Health Coach

deirdrewalshSpool back to December of last year. I was seriously frustrated with pulling my business together. Maybe frustrated is too cheery a word for what I was feeling. I couldn’t see what my business needed me to see.

A savvy client captured it when she said: “You’re an amazing coach, but you can’t sell worth sh*t.”

I didn’t know what to sell. I didn’t see the structure and dynamics of the business. I didn’t have a handle on the skills that were required. I thought I understood who my best clients were, but they weren’t picking up what I was putting down. My business was whispering encouragement to me, but I couldn’t bring it together into focus.

My eyesight scores high on the near-sighted scale–think Coke-bottle lenses. I need to leave my glasses in the same place every night so I can find them in the morning. And when Tara emailed me last December about 10KFeet she found me, sans metaphorical glasses, standing in the room of my business, squinting and listening, but unable to focus on what I needed to see.

Now, one thing that has served me well over the years is to recognize genius and listen when it calls. So when Tara asked me if I’d like to be part of this mastermind I jumped.

Here’s a short list of what Tara taught me to see and hear:

The strength and uniqueness of my business.

This was a game-changer for me. I’d been looking for a market niche to fill. The most sensible-looking niche met clients where they were stuck. The business opportunity was to drag, cajole, and coax them to stay status quo and not move backwards. Talk about tiring – like Sisyphus-type tiring. Tara helped me see that the strength of what I do is in moving forward with my clients, seeing what they don’t see for themselves.

The conversation my customers want to have about how my business can serve them.

A handful of clients popped up as soon as I got really clear on this. I’ve heard that before and thought it was hype but that is what happened to me. Half of them said: “I’ve been waiting for you, but I didn’t know how to find you.” It’s been much less resource-intensive to connect with, and convert, the clients who make my business hum.

The plan for growth

I have a two-year plan that is unique to my business. I can’t even begin to describe how much stress this has taken away from me. (And managing stress is my thing!) My plan is not hoping that someone else’s plan will work for me. My plan is the plan my business was trying to whisper to me. I’m not second-guessing the choices I’m making, the posts I’m writing, the courses I’m prepping. They all fit into a bigger plan that will unfold over the next couple of years. Wow.

Deirdre is now developing her business around stress resilience, especially for women who are making big things happen. Learn more about what she does.

The New Economy is open source. You are the developer.

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Don’t Be a Slave to the Stories

By on 05/17/2013

“Most of us are slaves of the stories we unconsciously tell ourselves about our lives. Freedom begins the moment we become conscious of the plot line we are living and, with this insight, recognize that we can step into another story altogether.”
– Carol S. Pearson, The Hero Within

I came across this quote through the brilliant Sarah Peck. I have told myself many stories in my life and I have slowly released myself from their snare. A recent story I uncovered was that I am a “misfit” and that most people just put up with me in social situations.

This is a story that’s haunted me since I was very small. It’s not that I believed myself to be quirky or misunderstood. This story was much closer to believing that I was “unlovable” or, at the least, “unfriendable.” Despite the mounting evidence to the contrary–I have brilliant, loving, and supportive friends–in recent years, I continued to tell myself this story as I acclimated to a new community and new relationships.

When I became aware of this story, I was able to live a different plot line. I’m no pariah and I don’t need to act like one. That doesn’t make me any less shy or introverted but it does fundamentally change the way I act in relationships.

What does this have to do with your business? Simple. You tell yourself stories about your customers. And most likely, those are limiting stories:

  • They won’t pay enough for this.
  • They want fast & dirty.
  • They like the flash & sparkle of my competition more.
  • They will only buy this a certain way.

Are you a slave to the stories you tell yourself about your customers?

Click to tweet.

Often, I work with my clients to bring attention to these stories and the effect they have on the decisions they make in their businesses. A story about their customers not valuing the product or service they receive leads to an artificially low price. A story about the way customers are used to buying can stymie innovation.

This quote from Frederick Buechner appears in Anne Lamott’s classic book on writing, Bird by Bird:

“You avoid forcing your characters to march too steadily to the drumbeat of your artistic purpose. You leave some measure of real freedom for your characters to be themselves. And if minor characters show an inclination to become major characters, as they’re apt to do, you at least give them a shot at it, because in the world of fiction it may take many pages before find out who the major characters really are.”

I used to use this idea to prod my group coaching participants to drop old stories about their customers and allow those customers to grow, evolve, and change.

Our customers are integral characters in the stories of our businesses. In many ways, they are the main characters with our businesses operating more as settings or worldviews and us, as business owners, acting as semi-omniscient narrators.

The stories we tell are the stories of the people we serve. But all too often we pay more attention to parroted beliefs and limiting thoughts than the actual, expansive stories that are playing out in front of us, with us.

When you bring attention to and question the stories you tell yourself about your customers, those same customers–your characters–can help you co-create new stories that take your business in all sorts of new directions.

Truly getting to know those customers, not just the stories you tell yourself about them when you’re frustrated or feeling doubtful, is the key.

The New Economy is open source. You are the developer.

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Frank Conversation with Brigitte Lyons (Normally There’s Wine Involved)

By on 05/15/2013

Last week, I sat down with my friend, colleague, and partner Brigitte Lyons. Brigitte is a PR & media strategist for micro businesses who believes in changing the face of the media today. I send every one of my clients to her for easy-to-execute tips at the least and personal service at the most.

Since Brigitte has teamed up with me to help teach the next two rounds of 10ThousandFeet, I wanted to introduce her to you a little more personally. So we sat down and had the kind of conversation (aided by some great questions from readers) we generally have over a couple glasses of wine.

It’s geeky. It’s fun. And, yes, it’s really real. You can watch the video above, or download an audio-only version below. And scroll down to catch highlights from the conversation.

Click here to download the audio-only version. (right-click then “save as”)

This is an absolutely sales-pitch-free conversation. That said, if you’re compelled to check out 10ThousandFeet, I don’t blame you.

 

How does storytelling contribute to our bottom lines? (2:00)
“The stories we tell create the conditions our businesses are operating in.” — @brigittelyons http://bit.ly/P7eOsb Tweet it.
“Storytelling in business goes well beyond marketing.” — @taragentile http://bit.ly/P7eOsb Tweet it.

How do you launch a new product with energy & authenticity? (6:04)
“Allow yourself to nerd out about what makes you excited about your product.” — @brigittelyons http://bit.ly/P7eOsb Tweet it.

Wherein I get vulnerable about telling stories about my clients (7:16)

How do you build a relationship with people when ultimately you have an agenda to sell them something? (10:00)
“Everyone wants you to express an interest in the things that they are passionate about.” — @brigittelyons http://bit.ly/P7eOsb Tweet it.
“Just because you have something to gain in a relationship doesn’t mean you have an agenda.” — @taragentile http://bit.ly/P7eOsb Tweet it.
“Trust yourself as a whole person to bring what is most valuable to every relationship.” — @taragentile http://bit.ly/P7eOsb Tweet it.

What are your criteria for who you bring on to your team, who will be your mentors, and who you will partner with? (19:05)
“Vibe is so important.” — @brigittelyons http://bit.ly/P7eOsb Tweet it.

What are the top 3 things you can do to promote a new offering? (23:29)
“Give people the opportunity to say ‘yes’ to you.” — @taragentile http://bit.ly/P7eOsb Tweet it.
“Your inclination is ‘how can I help this person?’ not ‘how can I get out of this?’” — @brigittelyons http://bit.ly/P7eOsb Tweet it.
“Don’t assume that because the sales opportunity is over, that all opportunities are over.” — @taragentile http://bit.ly/P7eOsb Tweet it.
“Always assume people are interested.” — @brigittelyons http://bit.ly/P7eOsb Tweet it.

What are our predictions for future online business trends? (32:31)
“Businesses are starting to reorganize themselves to create value instead of just making a splash on the online stage.” — @taragentile Tweet it.
“Online businesses are following the wider trend of being more intentional.” — @brigittelyons http://bit.ly/P7eOsb Tweet it.

The New Economy is open source. You are the developer.

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The Fundamental Beauty of Capitalism–or, Finding Your Ease in Business

By on 05/13/2013

How many times do I need to read about the ills of capitalism? The ickiness of marketing? The yuck factor of sales?

Capitalism has been exploited for all sorts of purposes that are yucky. But capitalism itself–at its core–is a force for good. Capitalism is a source of prosperity for both the consumer and the producer.

Fundamentally, capitalism is beautiful.

In his new book, Conscious Capitalism, John Mackey describes how business is in large part responsible for much of the great strides we’ve made in the last 200 years. Despite many of the problems that rampant cronyism has created–even in the recent past and ongoing today–it’s the soul of business that keeps us moving forward as a society. You and I are not subsistence farmers under the thumb of a feudal lord. Nor are we forced to follow in the career steps of our parents or beholden to a system of guilds.

We’re self-determined.

To that end, it’s the fact that business is based on the “voluntary exchange of value” that gives business its moral footing.

Whether as a producer or as a consumer, no one is forced to do anything. While it’s true that others utilize manipulation, prey on fear, or exploit weakness, it’s still choice that reigns in business.

We live in an age of information parity, as Dan Pink writes in To Sell is Human. More than ever, consumers have choice and agency when determining what to buy.

But how do they choose?

It’s easy to believe that all your customers think about is how much less they have when they’re doing business with you. But that couldn’t be farther from the truth. Your customers are thinking about how much more they have.

That means the fundamental beauty of capitalism translates into a source of ease for you & your business.

Business-done-well results in two parties having more than they started with. Your customer values what you’ve delivered to her more than the money she spent on it. You value the financial gain more than the time or energy you spent delivering the product or service.

It’s a beautiful exchange. And completely voluntary. Ease-full.

“That’s great,” you say. “But how does this actually help me succeed?”

It gives you a new frame through which to view your business:

  • What does my customer value more than money?
  • What is she already looking for?
  • What transaction would leave him feeling richer?

When you’re focused on that kind of value and communicating with your customer on her terms, you’re focused on the beauty of the exchange, the ease of the connection, the meaning of the transaction.

The New Economy is open source. You are the developer.

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You Economy Case Study: violetminded Media and StudioMME

By on 05/09/2013

This week, I’m sharing the stories & mini case studies of some of the alumna of 10ThousandFeet. Grab some inspiration, see how others are making their businesses thrive, and then go out and make big things happen!

Amanda Farough, Founder & Creative Director of violetminded Media

amandafaroughI started working with Tara in the spring of 2012, right before I found out that I was pregnant with my second child. At the time, I was overworked, underpaid, and exhausted. I knew that something needed to change but I was too stuck in my own head to see what that was.

After several sessions alternating between angst and stuck-itude… I started to make Big Changes. I started to actually utilize my team, instead of whining about having to train them. I doubled my pricing (again) while communicating the value of my work in a much more effective (and enticing) way.

Tara showed me that I didn’t have to compromise my core values in order to make serious bank; I could show up the way I’ve always shown up in business (with el-oh-vee-ee) but do it with a more discerning eye.

When Tara and I came to the end of our coaching sessions, I’ll admit that I got a bit panicky–what would I do without my heroine in shining business armour? But then she announced her mastermind group–10ThousandFeet–and I was absolutely ecstatic! Not only would I continue to glean the best bits of Tara’s knowledge (and there is a lot of it), I would be able to connect with many other like-minded small business owners and entrepreneurs.

Throughout my time at 10KFeet, the evolution of my business kept unfolding and changing at an incredible rate. What usually took me months was happening in the course of a few weeks. I was revamping systems, developing offers (and a new business), building my team, all while creating the most beautiful websites of my design career. Clarity of purpose will do that.

The clarity and depth offered in 10KFeet is something that I’ve yet to see anywhere else. Tara’s singular in her mastery of digital business and her leadership is something that I aspire to on a daily basis.

If you’re ready to make a Big Change in your business, 10KFeet will be everything that you hoped for and more. It was for me.

Amanda took what had been a solo-entrepreneur style business and created a whole new concept: the digital artisan collective. violetminded Media is now capable of serving and attracting a different type of clientele that allows Amanda to change her role–better utilizing her own strengths–while supporting the work of 10 other people (and their businesses).

While New Economy growth is often not about size or scope, it is about innovating new ways of making an impact. violetminded Media is doing just that.

Megan Eckman from StudioMME

10ThousandFeet allowed me to take a big step back (or up) from my business and realize what my customers were silently demanding and what I could create with minimal effort.meganeckman

It had been staring me in the face for months. People would comment on Facebook how much they loved my embroidery patterns and I thanked them. It wasn’t until Tara helped me look at the bigger picture that I realized how much they wanted these patterns, something that only I can offer them.

Almost immediately I knew I could create an embroidery-of-the-month club which would mean one email’s worth of work for me, monthly patterns for club members, and lots of income.

It took me half an hour to write a sign-up form and share it with my fans. The launch that followed two weeks later had the greatest conversion rate ever for my business! That month my total income outstripped my December sales from the year before and I had added over 50 new people to my mailing list. This success allowed me to make the move to working fully for myself starting August 1st! I hadn’t imagined working for myself for another year but thanks to 10ThousandFeet, I am nearing that special day.

Side note from Tara: This special day terrifies me. Megan also is my behind-the-scenes, lady-in-charge for my business and Kick Start Labs.

Thanks to the successful launch of my club, and Tara’s process, I now know how to get in touch with my customers and figure out what they want before they know they want it. I’m setting up steps now to make this club grow continually. The workload for me won’t change but my revenue will grow exponentially.

Megan continues to attract commissions that are more aligned with her own passions and artistic style, including working on a project drawing nanosatellites for a NASA engineer creating a funding proposal. Check her our at StudioMME.

The New Economy is open source. You are the developer.

Get your free guide to 5 Tools to Up Your Impact and Lighten Your Load--plus, articles on business in a new age of commerce.

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