#MondayInsight:

As an accomplished coach or consultant, you already know that growth doesn’t come from mastering more tactics or collecting more tools. True evolution happens when you step into the next expression of who you’re called to be.  

Every time I’m in a growth phase, I can feel a new version of myself waiting on the horizon, asking to be embodied. There’s always a sense that who I’ve been—the identity that’s gotten me this far—can’t take me any further. The skills and mindset that once served me well begin to falter and keep me stuck.  

That’s when I feel, deep in my bones, that to answer my next calling, I need to tap into a latent potential within and emerge more expansive, more aligned, and more true to myself.  

But I often don’t know how to do that, or who can help.  

In these moments, there’s a yearning—an almost instinctive drive—to find someone who can guide me into that next version of myself. I need someone who sees the untapped potential in me and can call it forward.  

My greatest mentors have always held that intangible “something” for me—an energy, presence, and resonance that immediately tells me, “This is the person I need to work with.” Truth is, I’m never exactly “happy” about it. My B.S. is put on notice in their presence, and I often feel exposed. I don’t like it—but I know I need it.  

I hire them because they represent an opening—a portal to the next level of who I’m called to be.  

THE REAL REASON PEOPLE BUY

In the world of marketing, we spend so much time dialing in the precise pain points and outcomes that will appeal to our audience. And yes, that’s important—it’s the doorway through which they find you.  

But here’s what I’ve discovered: With your most aligned clients, that’s never the real reason they choose you. They’re not just looking for a solution—they’re looking for a new way of being. And they sense that you are the one who can open that door for them.  

So yes, market your tangible results.  

But stand in the transformation. Call your people forward. Let them see in you what’s possible for them.  

Because while the tangible stuff might be *what* they’re buying…  

*Why* they buy is rooted in who they feel they will become in your presence.