How many of us love doing what is easy?

Naturally, when something is easy for us, we are pretty good or at least halfway decent at it.

It feels good because we know we are good at it.

We are praised.

We make more money because we are good at what we do and we also get an amazing ego boost.

I loved being a full time writer because I was in full control of the results I got for clients.

My job was secure because I was such a good writer and could easily bang out an entire website, article

or blog series in one hour.

The more content I created, the more money I made.

Eventually I got to a point where I could charge $3,500 per client.

I received half of the payment upfront and the second half at project delivery.

Boy was I comfortable.

I was so comfortable, in fact, that I didn’t sell.

I barely reached out to people online and relied on inbound marketing - i.e. my content - to generate leads.

This is optimal for any business owner, however, I considered myself lazy.

And apathetic.

I was okay with receiving one client a month for $3,500 because it paid my bills and it was easy.

And that’s when I realized I could be doing much better…

Now imagine leaving that world for this -

• Direct messaging as many people as possible without a guarantee of money

  or even landing them as a potential client.

• Being structured to receive $25,000 a month so long as I land 10 clients

  in my coaching program in a given time frame.

The risk is way higher.

The investment of my energy is greater.

And I am required to show up as someone who actually cares about the person I am working with

- and more importantly - I take a hit when they take a hit.

There is no comfort in this.

Instead there is a strong urgency to plant as many seeds as possible for the possibility of a greater good.

Knowing my efforts may help just ONE more person take responsibility for the environment

and their community as a Legacy Brand Leader.

Sage On,

Caitlin

What purpose have you found in business that keeps you going?