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Discovering your WHY has the potential to be one of the most challenging and fear evoking experiences someone might endure in their lives, but at the same time, it is also the most liberating once this asset is acquired. I use the word “asset” for a reason, because all of the gold in the world means nothing without a strong sense of WHY, as in why you do, what you do. Your WHY in business is the same as your WHY as a parent, which is the same as your WHY as a spouse, your WHY as a child, and your WHY as a friend. Your WHY becomes a place that you default to when faced with uncertainty because YOUR TRUTH is rooted in your why.
Think about the most powerful organizations in the world, the ones who challenge the status quo, and alter the way we live our lives. These businesses, both large and small, have created a MOVEMENT for their audiences. This can obviously happen on a MACRO level, but at the same time, is even more profound on a micro/community level. The perfect example of a culture shift is the direct result of APPLE computers, who happens to have crystal clarity of their WHY--and guess what, “IT HAS NOTHING TO DO WITH COMPUTERS, MONEY, OR SUCCESS!" The why for APPLE is to lead innovation and as a result, all of their actions are congruent with this underlying mission. What APPLE thinks, says, and does is in complete alignment with what they are looking to achieve in this world and the byproduct of these actions have resulted in an entirely new computer, software, mobile device, television, and music industry. How can ONE organization lead to so much change? It is BECAUSE OF THE WHY!
On the other end of the spectrum is DELL COMPUTERS, whose why is hazy and the outcome is multiple actions without intention. Dell decides to create an MP3 player (only because the IPOD was changing the face of the music industry), which happened to fail miserably, because they never truly defined why they were doing it in the first place. Dell decides to launch a new product line of Flat Screen televisions, something that they have mastered over the years because of their flat screen computer monitors, but once again, a COMPLETE failure. Without clarity and communication of the WHY, nothing works!
Therefore, the INTENTION, of the ISDC is to help make the words that you use to define your life, TANGIBLE. If you were to attend a networking event and someone said, "Tell me WHAT you do (the typical networking question)," HOW WOULD YOU RESPOND? Most people would have no problem when it comes to communicating their WHAT..."I am a teacher, I am chiropractor, I am a financial advisor," but yet, nothing about the WHAT is inspiring, nothing about the WHAT is interesting, and most importantly, nothing about the WHAT distinguishes you from someone else who shares the same WHAT. The WHAT for a teacher is NO different than the WHAT for another teacher and the same holds true with a chiropractor, financial advisor, athlete, investment banker, or small business owner. In addition, the WHAT is just noise and nothing about the WHAT leads to ENGAGEMENT!
 You are probably more than familiar with the concept of an elevator pitch, where you are on the top floor of a high rise building and the "IDEAL" prospect walks into the elevator. The intention of an elevator pitch is to communicate WHAT you do before getting to the lobby, with the hope that this individual feels connected, asks for your business card, and then schedules a meeting. The only problem is that people are not connected with what you do, but instead, they are ENGAGED in WHY you do it. This is why the ISDC (Intention Statement Discovery Consultation) will not only grow your business, but it will transform your life. With CLARITY of why, you will see your relationships, your health, your business, your finances, your spirituality, etc. THRIVE. This is NOT a theoretical experience; and instead, becomes one of the most practical and tangible exercises that you will ever participate in because it is all about YOU.
Businesses, and life for that matter, are MANMADE (and WOMANMADE), therefore, the ISDC will work on the man or woman and the byproduct is whatever YOU DESIRE. Once again, think about APPLE computers because they have NO COMPETITION, whereas DELL competes with HP, IBM, SONY, etc. This is why APPLE is in a league of its own and can charge more money for their products because people are not purchasing a computer, but rather, they are investing in their WHY! People don't purchase WHAT you do, but they do invest in WHAT YOU BELIEVE (aka YOUR WHY). Therefore, take the time to answer the questions below because this is the first step (followed by a 30-45 minute consultation with an Engagement Specialist) to discovering what makes you...YOU!
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