"I just want to sit in on the beach and drink margaritas for the rest of my life", he said. My face screwed up: "Nothing else?" "Nope", he replied. "Just want to be free." Something inside of me felt strange. I didn't know it yet, but that call would end up causing the biggest pivot in my business. At the time, I worked with 9-5ers who wanted to invest in rental properties to achieve financial freedom. My clients simply wanted out of the rat race. I used to wish they would ask me stuff like: "How can I start a coaching business? "How do I write a book?" I was ravenously learning about how to become an author, coach, podcaster, marketer, you name it... And I wanted to talk about this stuff with my clients... But, they didn't care. No fault of their own. Nothing wrong with wanting to sit on the beach. But for me, something was off. It took a couple of years for me to see it: I wasn't serving the right client. I wanted to serve folks just like me: -Mission-driven entrepreneurs. -Those with a message to share. -Those ready to change lives. So, I pivoted to serving coaches—and the clouds lifted. My assistant even said: "You seem so much happier in your videos now. I can tell your energy is better, since you're doing what you love." The lesson? Choose the right person, or be faced with an ultimatum down the road. The best customer to serve is the one with the same goals as you. Your own growth feeds into theirs (because you both are working on the same areas). Their goals are your goals. Pick one where you're a further ahead and charge for help. Now, when I hop on Zoom calls with clients, it feels like getting a beer with a friend. The customer is the absolute foundation of any business. Every other mistake is fixable. But you must get this one right.

This is the only way I market my services and many of my clients want to do the same. I want to see what questions / struggles people have with getting started or getting traction.