Hey Reader,
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As much as I love writing about our internal growth, we also can’t forget about the external.
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So this week we’re getting extra practical 💃

Quick story first…
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I had a coaching session with a new client recently and as she was sharing where she is in her business, we started gathering the bigger picture.
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What does she want to build?
Who does she want to work with?
What is she selling?
How is she planning to get it out there?
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And somewhere in the conversation she mentioned that she was already brainstorming around creating a group program. And there is nothing wrong with group programs.
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Except…
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She hadn’t designed her first service yet. She hadn’t really decided who she wanted to work with. She wasn’t clear on the problems she was helping to solve or the transformation she wanted to create.
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And already her brain was somewhere three floors up :)
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I see this ALL the time.
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We start thinking about the website.
The course. The funnel. The group program. The content strategy. The fancy automation.
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And again… none of these are wrong moves.
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​But if you want to make building a business easier on yourself, there is an order to things. You need something solid underneath it first.
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​I look at business as one whole architecture. One holistic system.

And from a bird’s-eye view, I see 5 dimensions…
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​FOUNDATIONS - What are we actually building?
​SYSTEMS - How does the business run behind the scenes?
​GROWTH - How do people move towards becoming clients?
​VISIBILITY - How are the right people finding you?
​INNER PATTERNS - What’s happening inside the person building all of this?
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All five matter. And depending on where you are, one will probably need more attention than the others.
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But today I want to go right back to the first one… Foundations.
Because this is where I see people wanting to skip a few steps.

And no, your foundations aren’t your logo. They’re not your website. They’re not even your Instagram profile.
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Before any of that, I want to know:

⇢ Who are you?
⇢ What do you actually stand for?
​⇢ Who are you here to help?
​⇢ What do you understand about them?
​⇢ What transformation are you helping them create?
​⇢ What makes the way you do this different?
​⇢ What do you want to become known for?
​⇢ What does this business actually need to become?
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This is what I call your Brand DNA. It’s the stuff underneath the visible brand.
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And yes, you can absolutely start without having every answer perfectly figured out.
In fact, some of it will only become clearer by doing the work.
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​But there is a huge difference between allowing your business to evolve… and building without foundations.​
​Because when the foundations are fuzzy, everything that comes after becomes harder.
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​⇢ Writing content is harder because you don’t know what you want to talk about.
​⇢ Selling is harder because you’re not completely clear on what you’re selling.
​⇢ Your website is harder because you’re trying to design something before you know what it needs to communicate.
​⇢ Visibility becomes random because you’re talking to everyone.

And suddenly you’re standing in the middle of your business thinking… Why does everything feel so bloody difficult?

Sometimes you don’t need to work harder. You need to go back downstairs.

So here’s a little check for you this week.
Before you add another floor to your business, ask yourself ↴
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"Could I clearly explain what I’m building, who it’s for, why it matters and what I want to become known for?"

If the answer is a slightly uncomfortable “wellllll…” :)

Start there.

I’ve taken the Brand DNA process I use inside my 1:1 work and turned part of it into a small guide you can work through yourself. It’s basically a little side door into my methodology.

And it’s out there for now :)

​GET THE BRAND DNA GUIDE​
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Happy creations
Inga ✧
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PS. If you’re not sure Foundations are actually where your business needs attention, use my Business Self-Audit first. It’ll help you look across all 5 dimensions and see where the gaps might be.
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