This is a great tool to identify your ideal customer and how your work can benefit them.

REMEMBER: Focus on the clients and the issues you enjoy working with and/or want more of!

Download PDF worksheet (592 KB).

Am I crazy? What made me think I could start my own business?

In seven days I heard this question from seven different people. Each had come to me seeking coaching help for their business.

“Tell me the truth, Carolyn,” they all asked, “do I have a good idea?” Behind their words I could hear them begging for an answer to: “Will I succeed?”

Sadly, I don’t have a crystal ball. But what I can say is that we must all go through this “am I crazy?” stage. It’s a right of passage that separates the dreamers from the creators, the hobbyists from the entrepreneurs and the thriving artists from the frustrated wannabes.

Although statistics claim that 87 percent of all new businesses fail within the first three years, I find that if people properly navigate this stage they soon join the 13 percent that succeed. Recently, I reviewed all my clients over the last seven years and found that when certain things occur the success rate jumps to 72 percent.

My suggestions:

Have a deep personal passion that fuels your actions.

Does your core mission align with your personal values and desires? When one business owner started making knitwear for dogs people looked at her like she was nuts. Bank after bank turned her down for funding. She sold her car, mortgaged her house and did whatever it took to achieve her dream of being a premier international company selling knitwear for pets and their human companions. Today, less than three years later, Cosmic Knits has a successful partnership with an investor and is sold worldwide, including Europe, Asia, Canada and the U.S.

Put your vision first in your life.

This may seem narcissistic but, to truly be successful, your business must take center stage for a while. In general I find that it takes between nine months and three years of full attention. The question I ask my clients, especially women, is: Are you ready to have your business take the front seat of your life? And, if you have a family, the center of your family’s life? If not, you might want to get a job.

Ask for help. Lots of help.

What I’ve found with successful businesses is that the owners have always asked for help. Not only do they believe in getting help, they love getting help. What I hear so often from people is “… but I should be able to do it on my own.” You can’t. And if you try, you’ll probably fail.

Know that your service or product changes lives.

And don’t be afraid to say so. One designer created a line of jewelry that illuminates the essence of the person wearing it. She talks about its ability to empower your life and support you to live your dreams. People will pass up equally fabulous designs to have a piece of Scarlet Chamberlin’s jewelry.

Serve your client community.

This is a critical phase. The most successful businesses have moved from the initial narcissistic phase of focusing their life around their own dream to using their dream to enrich the lives of others. In fact, studies have shown that when people have the choice of two comparable products they will choose the product that aligns with a social cause. As you consider your customer, how does your business structure, promotional materials and outreach focus on supporting your clients and a community need?

So, if you still wonder if you’re crazy, this is my question to you: Are you ready to put your business first, go public with your passion and build a community around your business? Without a doubt, it takes determination, courage and a belief in your importance.

But, as Maya Angelou says, a single fantasy can indeed change a million realities. What’s yours?

What’s your stand? It’s not as black & white as we think.

I used to be clear on street justice. My belief was simple — you respect people, they respect you. The police take care of us in times of need. With more economic opportunities, there would be less crime.

In the abstract, I still believe this. But, my inner city neighborhood is far more complex and confusing than my narrow, white middle-class construct can support. I understand perspectives of a more harsh approach to violence and crime. I still don’t accept them, but the fierce judgments I once held are gone. As I’ve dared to speak about them, I hear that I am not alone.

In the last 3 years my house has been broken into 3 times. My car vandalized on multiple occasions and, most recently, property outside my new business destroyed. Unlike many people, I could choose to leave my neighborhood. But I don’t. It is my home. I love the diversity. It demands that I “be” with the confusions of our times on a daily basis.

About a month ago a “crazy” woman on drugs wreaked havoc throughout our small business community at 30th and Killingsworth. It was late at night and we happened to still be on site. Many things occurred subsequent to our interaction with her …and… what impacted me the most was the various reactions that people had to the event. Some wanted to call the police, others a homeless shelter. One neighbor sent out their employees to ‘find her and teach her a lesson’ so she wouldn’t think about “messing with” our businesses again. On the other end of the spectrum, others insisted on compassionate approach — let her go on her way. In her rampage, she destroyed property of two business and numerous homes. And then there was the police. If she wasn’t in the system they could arrest her and hold her for four hours. If she had a record, there was nothing they could do.

It was up to us to take care of our homes and our hard earned businesses. You might say this is simply property. But when your business is your livelihood, it is most personal. Now imagine a more antagonist situation. What happens when fear, anger and money mix? What happens when we rely on the police, to take on all the fears of our community? What if that group is the least equipped to balance their own rage, uncertainty and inequity?

In my mind, it is not simply a race issue. It is a fear issue. It is a class issue. It demands that we each take a look and say, “what is my part”? Without judgment of incrimination. I think of Nelson Mandela and the truth & reconciliation commission, using a community forum, as a way to take personal responsibility while also honoring the healing that must take place. We too mush ask the vital questions. What am I doing to strengthen to the fabric of my neighborhood. What do I ask of my neighbors? What do I ask of my city officials? The conversation must begin…honestly and openly. Knowing that we live in a violent time. Refusing to be resigned to our perceived inability to change our community.

Create Intentional Connections
Get more of the work you love

Creating intentional connections is one of the most effective ways to grow your business, expand your audience or become a respected community leader. And yet, again and again, people do everything possible to avoid this very simple, highly effective approach to get more of the work they love with the people they most enjoy working with.

If creating intentional connection is so effective why don’t people do it?

The easy answer, it can be intimidating. Getting curious about others was not a skill that was applauded by many families, schools or social circles. In fact, when we were in school we were commended for staying within prescribed guidelines and providing correct answers to the assignments given to us. As we entered the business world we were given tasks and assignments with clear parameters and deadlines. Even managers were provided with goals and directives. In our personal life we stay within a certain sphere of friendships. It’s considered a bit ‘off’ by many to talk to strangers. In fact, many of us were repeatedly told to ‘keep your eyes to yourselves, and be careful not to stare.’

How do you begin to create intentional connections?

First and foremost, begin by getting curious about the world around you.

Whether I’m working with new business owners, seasoned professionals or people in career transitions, their first inclination is to advertise and network. They forget that the most powerful tool is creating meaningful relationships. As I talk with clients about growing their business I often begin by asking what it is like for them when others take a sincere interest in their life. Without fail, they all agree that it feels great.

If this is new to you, take a day and go out and watch people. Ask a stranger a question. I love asking waiters what their favorite dish is. When shopping for clothes there is almost always another woman trying something on and struggling with whether it looks good. Ask if she wants another person’s opinion and offer your input. If you have an exercise, Yoga or Pilates practice take a moment before you leave to strike up a conversation. The reason for this; get outside of your own life and engage with others in theirs.

Now, think about your business.

THIS IS NOT TO BE CONFUSED AS A MARKETING PLOY, YOU MUST SINCERELY BE INTERESTED IN THEM….REGARDLESS OF WHETHER THEY DO BUSINESS WITH YOU OR NOT!

Begin by imagining your work through the lens of a camera. What it would look like, versus feel like, to do the work you love. Now, create a list of the organizations, schools, businesses, media and people who serve similar work. As you narrow your list to your favorites ask yourself the following questions:

What do they want to offer their clients, company, community or students?
What resources do they need to make that possible?
How might I help?

To find out the answers you’ll need to ask people. Go to their website. Google them. Start asking your friends, clients and colleagues. By getting curious you become informed about their way of thinking as well as their challenges. You begin to know the deeper issues, the key players and what is really important. And an added bonus, as you get more curious and show interest, you will draw people to you in ways that staying silent never allowed!

By Carolyn Campbell, MA, CPPC

One of the biggest challenges for many service-based businesses is defining, in a brief engaging way, what they do. Whether people hear about you through a referral, a brochure, article or web site, you want to establish a relationship with your clients before they even enter your clinic. It can be a huge struggle is to describe what you do without sounding impresonal, new-agy, too casual or too sterile.

For many attempting to write their own copy causes a lot of personal confusion. What I often hear from my clients is, “I’m totally stuck. I have no idea what is unique about what I do.” It can be frustrating and disheartening. What say is this, “Don’t try to write it yourself”.

When you try and write about yourself it can seem like an impossible task. Some freeze, unable to form a sentence much less a paragraph. Others expound upon the ethereal nature of their work, using terms and language most people don’t understand and don’t really care to. For others, in an attempt to be professional and medical, they end up writing promotional materials that lack the personality and character of their practice.

A great way to find compelling language is to get input from. Get input from others. The appropriate colleagues, clients and friends can be a gold mine for engaging descriptions. By asking key questions, you find out how others experience and perceive your work and your style. Through your interviews you might even find out how they are talking about you and your work. This is critical information to know. It gives you a great opportunity to know whether you are being perceived the way you want to be known. And, if you like the way they are describing your work, you can incorporate it into your materials.

Begin by selecting knowledgeable, articulate people who believe in your work and will be honest with you. It is important to interview between 9-12 people. If 2-3 people say something, it might be projection. If 7 people say the same thing, that’s something to remember!

I suggest interviewing by phone. It allows for a more candid response. After all, if someone is talking about you at a party or at a gallery, it will be their first impressions that they share. As you interview, don’t engage in a conversation. You might say, “can you say more about that?’- But please, oh please, don’t correct them. This is a chance to get insight into how enhance your ability to communicate more effectively.

The questions to ask-
1) Use a sentence, or two, to describe me.
2) How would you describe my style of connecting?
3) What is my most unique feature?
4) What do you perceive as my greatest strength?
5) Who do you see as my ideal client?
Their business/personal needs? (depending on your business)
Their personality, life interests and what they want more in their life?
6) What information could be the greatest benefit for them?
7) What topics do you see me speaking or writing about?
Where do you see me hold myself back in promoting my work?

As you compile the answers, what areas of your work are captured? What areas do you want to speak more about to increase awareness and educate your prospective customers? Write them on index cards. Then consider what format inspires you. Perhaps it is an FAQ or an article. Maybe it is a simple rack card or a web site. Remember, you get to choose how you will connect with your clients. Start with what is comfortable and enjoyable for you. As a side note, search engines rank web sites based on their information versus advertising. The bottom line, share your expertise and don’t worry about trying to find your uniqueness. It will come through your message.

What would Jesus do? During a recent workshop, a client shared a picture from the New York Times Magazine. It showed Jesus shaking hands with bankers.

After scoffing and sneering – bemoaning the contemporary corporate culture – I started thinking. We can debate the politics of religion, the myth of Christ and the commercial co-opting of Christmas for the rest of humankind.

Instead, I found myself wondering what would Jesus have done. And I realized, yes, he would have met with the bankers, robe and all!

Over the next couple weeks I heard numerous spiritual leaders, artists and therapists discuss the inappropriateness of promoting their work. I realized that if Jesus lived in our time, many would still frown upon his unabashed out-there style.

I continued thinking about his approach. Jesus was a brilliant community builder. An engaging communicator. He was willing to step over the line of correctness. I took some time to consider the key elements that made him so effective.

For those who want to strengthen your impact, here’s my invitation: Step back from your particular feeling about religion and consider Jesus’s ability to build a community around his work.

1. He went where his people were
Jesus walked. A lot! He hung out where people engaged in their daily life. In the marketplace. Weddings. Community baths. The temple. The guy showed up everywhere. When something was happening, he was there. He participated. And, by showing people he was interested in their lives, he became one of their community. They knew and trusted him.

Where do you hang out? If you’re doing work that asks people to expose their vulnerability, especially in business, it’s critical that they know you and believe that you really can be trusted.

2. His message was simple, interactive and engaging
Jesus excelled at engaging his audience. How? He incorporated stories into his speeches. Whether raising Lazarus from the dead, participating in wedding feasts or breaking bread at the Last Supper, Jesus created interactive moments so people could experience his message. The messages were visual and visceral and, at times, tweaky. People couldn’t wait to tell others.
Next time you prepare to speak consider how you might use stories and interactive moments to deepen learning while moving people forward in an active, meaningful way.

3. Controversy is good
Controversy is at the heart of Jesus’s success. What made him extraordinary, though, was the ability to detach from controversy and engage with compassion.

So often, I watch people give “polite” presentations. Allowing a passionate point of view stirs interest and promotes connection. The result? Some will be moved by your message. Others, not. Some may even judge you.

The good news in today’s world is that, although passionately sharing your vision can be unnerving, no one is hung on a cross.

4. A strong support team is a must
Knowing that he couldn’t make it through the hard times without support, Jesus surrounded himself with people who challenged, questioned and pushed him. Even the doubters had roles. Allowing them to voice their uncertainties gave Jesus opportunity to understand the fears and concerns of his potential audience.

If everyone is putting you on a pedestal or, conversely, patronizing you, you risk swinging out of reality and losing your ability to connect with those you set out to serve. Having an assertive, diverse team that believes in you enough to challenge you will dramatically increase your effectiveness.

5. Use all available resources to spread your message
This is where Jesus truly rocks! By himself, his outreach was limited. So he used all methods of the day to spread his message. In addition to speaking, he unapologetically asked others to speak for him. Plus, by teaching others he increased his credibility and expanded his ability to reach further into the world.

What about you? What people, organizations, media and Internet connections could increase your reach? The key: partner with people around an idea, rather than asking them to advertise you.

6. Invite imperfection
Even in the midst of unimaginable betrayal, Jesus honored imperfection. He didn’t just accept failure, stumbling and bumbling, he invited it, using it as lessons for the future.

Plus, he didn’t try to be nice. He allowed the full range of himself to show up – his joys, his sorrows and, yes, even his anger. It’s refreshing when someone shows us their humanness. How do you allow your fullest self to connect with people? What happens when you do?

7. Take time to reflect
You probably don’t have time to go to the desert for 40 days and nights, but it’s critical to take time to reflect on a regular basis; I recommend at least once a month, with a yearly retreat to focus on your big picture. Find a quiet place without distraction. Take time to meditate, reflect and plan.

Reexamine what you are doing and with whom. Consider if it’s what you are intending to do. If not, stop. Find assistance to get you back on track. Call on your supporters.

8. Dare to imagine
Let the mission of your vision grow and expand with time. Keep asking, how can I serve today? Tomorrow? Next year? Twenty years from now?

Or, for some, maybe even 2,000 years from now?

Community giving at its best.

In times when our headlines scream of terror, economic instability and political disenchantment, it’s important to hear about programs that support children, families and communities. That’s why I applaud the Community Cycling Center, Legacy Emanuel Hospital & Health Center and several other organizations that contributed to the lives of children last weekend.

What they did is simple, really. Kids love bikes. They provide a powerful, joyous feeling. You feel as though you can do anything. Be anyone.

Sunday was the annual Bikes for Kids event at Emanuel Hospital. Walking up to the front doors, I heard laughter near the emergency entrance. And then I saw them. The shiny new helmets. Five children, proudly riding their new bikes. There was such glee. I passed four more families, loading theirs into a van. But this was just the beginning.

I probably escorted a dozen kids throughout my shift. More than 950 donated bikes had been collected and refurbished for the day.

Antonio was my favorite. He came in around 3:30 p.m. He helped me remember my own childhood — hoping for a shiny new bike but getting a rusty hand-me-down. I wanted all the children to feel excited about their bikes. And yet, there were only a few boys’ bikes left when
Antonio arrived.

We began our search. Bike after bike was too small. I could feel him accepting the situation. He would get a bike. He knew it probably wouldn’t be perfect, but at least he’d have a bike. There was tenderness and a commitment to overcome disappointment.

Row after row, and back again. And then he spotted it. He pointed at the bike. All chrome. He grinned from ear to ear. But when he straddled the bike, it also was too small.

Antonio didn’t care. As we waited in line for a mechanic, he quietly asked me if we could change the handle grips — they were transparent with glitter. He didn’t say anything, but both of us knew. It had been a girl’s bike.

“I don’t know,” I said. “We can see if they have any extras.”

He nodded. Again accepting.

Ron, the mechanic, confirmed my concern. The bike was too small. Antonio stopped smiling. Quickly, Ron offered to put in a longer seat stem. Antonio smiled.

For 15 minutes Ron struggled with the stem. Doubtful, he sent Antonio to look for another bike.

As we searched, Antonio would sneak a peak over his shoulder, watching the mechanics. We selected a back-up bike and took it to Ron.

“Which do you really want?” Ron asked.

“The chrome,” Antonio replied.

“Then let’s make this work.”

For another 10 minutes the mechanics dug through boxes, greased the stem, adjusted a new seat.

Then came the moment. Antonio sat on the bike. It fit. He smiled. Content on his new chrome bike. As an added bonus, Ron had a found a new pair of black handle grips. Being a part of this small act was a reminder of how powerful such simple gifts can be.

Do you feel weighted down by your business? Struggling to keep your head above the surface of overwhelm, financial insecurity and not enough hours in the day? Here are a few tips to help you get your business in-shape for summer.

To begin with, what can you get off your plate?

Big businesses have different departments so the leaders (that’s you) can do what they do best, create a vision and enact a plan that will lead to success.

First, let’s talk about the dreaded word. Money

Now that your taxes are complete, don’t just shrink from finances. Take charge of this essential muscle of your business. The number of small business who don’t have a good, if any, accounting system continually surprises me. While profit and loss is still on your mind, create a system that will work for you throughout the upcoming year. If you are trying to do it all yourself, consider a bookkeeper. Especially if you’re not good at dealing with money. They can save you time and a lot of stress. If you insist of doing it yourself consider an accounting program. QuickBooks is my personal favorite. You can invoice your clients directly, transfer the information electronically to your taxes and keep a clear eye on your profits. A side tip; find a banker that you like and trust! If you’re giving your money to someone, make sure it someone who has your interests in mind.

Second. Contacts.

How have you organized your contacts? Market research has found that one of the biggest, and most avoidable, reasons for loss of clients is the lack of follow-up. Don’t let your clients slip out of your reach.

Do you have an easy-to-access database? One where you can directly and swiftly find important numbers. Can you easily email your clients? Can you cluster your clients or vendors for group emails?

Some of the most recognized systems are ACT, Goldmine and Outlook. Each has their strengths depending on your business. For new businesses on a limited budget, Outlook is a good option. It is cheap, easy to use and has some good, basic functions.

And finally… you.

What parts of your business you enjoy? What parts do you avoid? What parts you dread? Many businesses are great at getting started but stumble when it comes building their client base, connecting with the media and creating a “buzz” around their business. As a great mentor of mine once told me, “don’t only focus on the parts you enjoy. Take an honest look at all elements. The ones you are weakest on, you either need to personally improve OR find someone to do that part for you”. Most small businesses try and do it all. My recommendation. Don’t. Think about the parts that make you cringe. And especially the ones you repeatedly avoid. Get help. It is well worth the money.

The bottom line, much like staying in-shape yourself, your business also requires a fitness program of it’s own. If you keep it “fit”, it can grow stronger and more agile in its ability to thrive in the good times and survive in the hard times.