Business Thought Experiment # 5 - Buenos Aires And the Value Your Perfect Clients Can See

"We shall not cease from exploration,
And the end of all our exploring
Will be to arrive where we started
And know the place for the first time"
— T.S. Eliot

A Secret, Between You and Me

I was born in Buenos Aires.
I grew up in Buenos Aires.
I went to university in Buenos Aires.
I started my first business in Buenos Aires.

I got used to Buenos Aires.
I left Buenos Aires.

If you have followed me for any length of time, you probably know that I married my dear-German-engineer husband and we have been living in the German Alps for many years. (The main advantage for my business was that I got to figure out how to grow my business online because we live in a place with many more cows than people.)

It took this distance to re-value Buenos Aires.

Another secret between you and me: we are planning to move back to the city in the near future. (And it was my husband's idea.)


Have you ever gotten so close to your work that you could not see its real value?


The View from the Other Side

There is a psychological phenomenon that happens when we become masters of our craft: we develop "expert amnesia." We forget what it feels like *not* to know what we know.

To fully reconnect with the real value you provide, you must look at the life of the person who doesn't have your solution yet.

When you are too close to your work, you see the processes, the modules, and the hours. But when you look at the person still stuck in the problem, you see something else entirely.

You see the "chukuchukuchuku" thinking that keeps them awake at 3:00 AM. You see the missed opportunities, the strained relationships, the quiet desperation of trying to solve a puzzle with missing pieces.

To them, your solution is the end of that specific suffering.

Empathize with the version of your clients that was still lost.


Business Thought Experiment

Where does the money always come from? What's the only thing the people looking for you always have time and attention for?

Let's do a little one-minute thought experiment.

Thought Experiment (1 minute)

Think of a time you became a client. Think of a service you have recently bought. Why did you buy? What made you choose that specific person to hire?

What creates a client? Where does the money always come from?

There are plenty of circumstantial reasons people hire other people—reasons that are non-replicable.

However, there is one reason that's always constant…

We become clients because we see the value of doing it.

So…

We're going to start by…

Defining value…

"Adding value means to take people closer to the outcome they desire"
— Ana Rosenberg

The two most important keywords here are: outcome and desire.

As soon as we start talking about outcomes, people get nervous because they feel they have to promise a result.

This is not the case.

You can only show what is possible if your client does the work.

People you can help are looking to get an outcome. That's value to them. Value is not a lot of stuff. They have a picture in their minds of the outcome they want. If you don't speak to that outcome, it will be invisible to the very people you can help.

Ask yourself…
Why are you reading this? What outcome are you trying to achieve?

The second keyword is desire. Remember, there is no client without desire.


What if You Don't Have a Niche?

You don't need a niche.

Sigh of relief.

What you need to know is how what you do helps people and be willing to find the intersection between what people want and are actively looking to solve and what you do.

"Vocation is the place where your deep gladness and the world's deep hunger meet."
— Frederick Buechner

Let me give you an example. People don't stay up late at night because they want to buy coaching. Nobody gets up in the morning thinking "today is the day I get a coach."

If a coach only talks about coaching and how it works, it will not connect with what people want.

Those same people who ignore a coach selling "becoming a coaching client" want things in their lives, in their relationships, for their health, finances and spirituality. The irony is that those same people can become great coaching clients.

Your job is not to choose a niche. Your only job is to uncover the value you provide and communicate it so that the people who are looking for it see it for themselves.

IMPORTANT — Uncovering the value your offer, your services provide is not enough. You also have to communicate it so that people see it for themselves. When people see it for themselves, there is no need to persuade.

In a world with exponential noise, our leverage is in our words: in a message that your perfect clients have all the attention in the world for. Yes, your perfect clients already looking for you have all the attention in the world for the value you provide if you communicate it right.


Next Step

Let's get your unique words.

Download your Value Communication Kit™ - Uncover the value you really provide and get the words to communicate it so that people get it. It's FREE. Consider it my gift to your business success. https://anarosenberg.com/vck/

Till next time, remember… Your brilliance is portable. You can take it with you anywhere and everywhere.

With all my love,

Ana

Resources

Business Thought Experiments

- Business Thought Experiment #1 — Imagination in Action
- Business Thought Experiment #2 — Create, Don't Compete
- Business Thought Experiment #3 — Clean Slate
- Business Thought Experiment #4 — Is the Coaching Market Saturated?

[FREE] Value Communication Kit™ - Uncover the value you really provide and get the words to communicate it so that people get it. It's FREE. Consider it my gift to your business success.