Hey Reader,
If you’re at all like me (and I’m pretty damn sure you are), a huge part of the appeal of entrepreneurship is the promise of freedom.
- Freedom to spend money on people, experiences and things that interest you.
- Freedom to work with clients who appreciate you and you feel honored to serve.
- Freedom to spend your time on work that lights you up.
But if you’re anything like I was for the first 6 years of my entrepreneurial journey, freedom was elusive. A far-off idea that you knew was possible but felt increasingly out of reach.
And that’s because 90% of what we’re taught as solopreneurs makes that dream harder, not easier, to achieve.
The vast majority of coaching, advice, and guidance we get focuses on acquisition.
Closing more clients and making more money.
With almost no advice on how to figure out what the hell you should be selling in the first place,
- Crafting an offer where you have a unique advantage in the market
- Doing work that genuinely lights you up instead of drains you
- Designing a business model around your ideal lifestyle
It’s all focused on the market—which, yes, is a very important part of the puzzle—but ignores the most important part of the whole damn thing…YOU.
The 3 pillars of a freedom based business
The Venn Diagram of Brand Magic
Your business will have maximum opportunity in the market and maximum long term success if you understand that it’s all about finding the authentic intersection between your ideal customer and you.
Most of what you see online will focus solely on the market, where there is opportunity, and what they are willing to pay for. I spent the first few years of entrepreneurship making decisions based on that thinking.
I made good money at first but was so thoroughly miserable that I essentially built a business around doing work that I wasn’t terribly good at and didn’t enjoy for people who made me miserable.
So before too long, I reached peak burnout, and the whole damn thing came crashing to the ground.
Instead, build a business doing work that lights a fire within you and find an ideal customer for whom that work solves a high-stakes, high-value problem.
One Starting Point for Every Client
For a long time, I took whatever business I could get, which meant that anytime a prospect came my way asking, “Hey, do you think you could help me with X?” I would jump at the chance and say yes.
This meant a few things:
- I customized every single proposal, taking longer to close and often scoping things incorrectly, costing me time and money
- I never took the time to evaluate them as clients, winding up working with people who, frankly, were assholes
- I was in the position of order taker, doing whatever they asked instead of being a strategic partner to my clients
My eagerness to close the deal at all costs meant I lost tons of money in the long run while never being in the driver seat of my own business.
Instead, get clear on the one outcome you deliver for one type of client and have a standard starting point with every single client. You’ll quickly improve the results you deliver, while being able to do it faster and easier.
Proven Processes & Measurable Results
Because I was doing something slightly different fro every client, I was often doing work for the first time, had no repeatable process to my work, and was always scrambling to figure out what to do and how to do it.
This ensured that I had to do it all myself and couldn’t templatize or systematize my client experience, which took way more time to deliver. Over time, it also meant that I increasingly dropped balls or delivered a disappointing experience.
In short, it sucked.
And made it impossible to scale my business, so I was stuck on the feast-or-famine rollercoaster of entrepreneurship.
Instead, use the clarity in your Ideal Customer Profile (ICP) and your offer to develop your process of solving your ICP’s problems.
You can’t improve a process that doesn’t exist, so create that process, measure it, and give yourself the structure to know how to test it, tweak it, and constantly make it better. While also making it easier to deliver.
When you design your business with simplicity and clarity in mind, you build a foundation that makes scale and true freedom possible.
It’s what I teach in The Solo CEO and it’s why I am rebuilding the program now (and preselling it for an early January opening), so that you can have the step-by-step plan, personalized coaching, and accountability to make 2025 the year where entrepreneurial freedom becomes possible.
If you're interested in learn more, reply to this email or apply to join.
In love and growth,
Kasey
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