It’s been a year since I launched Productize.co
When I started, I forced myself to document my mission, vision, and values.
It was a tiring process which involved trying to draw inspiration from other companies, staring at a blinking cursor on a white screen and facepalming myself repeatedly.
I came up with a few ideas, but I couldn’t shut that annoying part of my brain off.
“Is this going to be a *BIG* enough business?”
“What kind of a name is ‘productize dot co’ anyway?”
“There’s a zillion and one business coaches out there, what makes you different or better?”
So, instead of digging into what I was feeling and why… I made a big mistake.
I half-assed the exercise.
A few weeks later, I had completely forgotten what my mission, vision, and values were.
For the remainder of 2018, I meandered along.
I was loving my work, making great money and helping people achieve life-changing business results.
But, I lacked clarity.
Without clarity, I had zero confidence.
I didn’t market myself or have a sales process.
I would get on calls with prospective clients, quickly identify their problems and then lay down a standard retainer, no matter who they were.
I was shortchanging the people who were asking me for help, as well as myself.
Then I started to compare myself to other coaches.
Some would market themselves as gurus.
Others were manipulative in how they would sell stuff to people.
I spent waaay too much time thinking about how gross that was, instead of trying to figure my own sh*t out (hello mission, vision, values, sales, marketing, pricing, packaging and everything else).
Why am I sharing this with you?
Because we all do this.
There’s something we need to unpack, but instead, we find adjacent issues to keep us occupied.
Entrepreneurs are the masters of this.
So, let me ask you this:
What are you avoiding?
Perhaps you are:
- half-assing your books and have found yourself in a book-keeping mess… or
- carrying an underperforming team member because you don’t want to deal with the fallout of firing them… or
- distracting yourself with how other people are doing things instead of worrying about how you’re solving your own problems (guilty as charged)
I’ll go first.
I avoid my own problems by solving other people’s problems instead of looking at my own.
It makes me an excellent coach. But, why do I do it?
I’m not sure, but I’m actively trying to figure it out.
So, awareness is helpful, but what do I do now?
One method that’s working for me is doing the exact opposite of what I’ve done in the past.
It doesn’t guarantee a better outcome, but it does guarantee a *different* outcome.
So instead of avoiding, I’ve started leaning in and in true Claff style, going all out.
For marketing, I did a few things:
- I asked my clients what I can talk about and on what channel. Hello, content!
- I hired a podcast booking agent (Will) who fills my calendar with podcast interviews
- I made a commitment to create content and I hate not keeping promises
For sales, I asked my client Jake to help me. Now I have a CRM (gasp!), a process (whoa!), a proposal template (snazzy!) and confidence in how I position my offering (cha-ching!)
For comparing myself to others, I reinforce one thing to myself almost daily. I have multiple clients who have worked with pushy, flashy and ego-driven coaches… and time after time, they have ditched them and stayed with me for the long term. So while their marketing is solid, their service is not.
Just wait until I dial in my marketing… my friend Kris at Live Wild Films is going to help me with this.
The lesson is this: even though I could continue to sit around and moan, it helps no-one, least of all me.
So let’s go all the way back to the start of this note.
Remember how I half-assed my mission, vision, and values for v1?
This time I whole-assed half of them.
See how different that is?
* I had something, but I’m not convinced it’s right.
To catalyze entrepreneurs to reach their maximum potential.
*How I catalyze depends on the entrepreneur. Sometimes, it’s pushing them really hard. Other times, it’s finding a deeply held motivation and tapping into it. It depends.
*I’m not here to make a quick buck from as many people as I can. I want to help each client build a sustainable business and that takes years. That means I’ll start to take equity in my client’s companies.
Learn and teach.
*I learn just as much as I teach my clients. In fact, Jake’s sales session has helped me make me a bunch of money. Unwillingness to learn is the same as unwillingness to grow.
Go at your own pace.
*Everyone, myself included, has their own pace of learning and progress. This way I don’t feel bad about #crushingit or having #mybestyearever every second of every day.
Yep, my process is wonky and imperfect.
And it’s probably not what you expect a business coach to tell you.
But it’s true, authentic and is getting me results.
So I hope it helps you.
Remember my question… What are you avoiding?
Email me (alex at productize dot co) and let’s chat about it.
You’ll at least feel better about getting it off your chest.
PS – Enrolment for the 8 week Build Your Productized Service program closes on Monday at 11PM MST. We have a tiny yet mighty pool of applicants. They are amazing and talented people. If you would like to build a productized service that generates real profit and can eventually give you time and financial freedom, click here: https://productize.co/build-your-productized-service/ and enrol today.