People usually come to me with a sense of calling—something within them they feel compelled to follow, create from, and deliver to the world. Initially, it’s common for them to question this inner pull, struggling with the legitimacy of what they feel—especially when they can’t find evidence that what’s inside of them is being asked for in their market.

But what if your calling is an answer to the growing unmet needs of the people you’re here to serve in your field or industry?

That would mean two things:

1. There simply aren’t yet many indicators showing that people want what you’re here to bring, because you’re one of the people called to bring it.
2. Serving the unmet needs that you’re sensing—but others aren’t addressing—is your biggest opportunity. It allows you to carve out a whole new sector of the market with little to no competition!

Your calling isn’t asking you to sacrifice; it’s asking you to align. By tuning into the energetic spirit of the times—the zeitgeist—you position yourself to respond to what is needed now. It allows you to energetically “peek around the bend” and create products and services that people are asking for that no one else is offering. 

That’s why attuning to the energy in your audience isn’t just an act of mindfulness—it’s a critical skill for creators, visionaries, and leaders. 

The unmet needs you sense, the longings you feel from others, are not random. They are indicators of what wants to emerge through you. This is the spiritual urgency of our time: to create offers and opportunities that meet these unmet needs and help people and collectives chart new paths forward.

When you listen closely, you’ll hear the pulse of the zeitgeist calling for new stories, new paradigms, and new ways of being, and the new ways people want to be served as a result. 

Many people tell me, “What used to work isn’t working anymore” or “People aren’t buying!” This is why: the world is shifting, and so must we.

So meeting this urgency isn’t about rushing—it’s about alignment. The world isn’t waiting for a perfect answer; it’s waiting for your answer. 

So tune in and ask yourself:

What am I sensing in the collective?

• What unmet needs are surfacing?
• What wants to emerge through me in response?

For those called to bring forth new work, this quickening isn’t abstract—it’s deeply personal. It’s the call from your soul to bring something needed now to the people, groups, and audiences you’re here to serve. It’s a spiritual summons to meet the unmet needs and deep longings bubbling up in the collective. If you’re sensing it, this is your invitation to act.

I hope you have a beautiful holiday season!