For experts like coaches and consultants, it’s easy to get trapped in a business that doesn’t fit us. In the real estate business, Mike Ferry is still going out and speaking to live audiences and real estate offices in his 80’s. That’s the lifestyle he wants, but it’s not what I want. On the flip side, some experts set the goal of a business that runs without them and throws off a high profit that allows them to essentially retire. Richard Koch is a great example of this. He works a few hours in the morning in communication with leaders of the companies he’s invested in. That leaves the rest of the day to think, write, ride his book or tool around his property in South Africa. He does no 1-on-1 coaching or mentoring, it’s all through the books he writes and interviews he gives. For me, I want something in the middle. I genuinely enjoy the client work of helping people figure out their marketing strategy, their messaging, their ideal client they want to attract, the Point of View they want to put into the world, the big, valuable problem they want to solve. That’s where I get the sense of fulfillment and impact. So my ideal business doesn’t take me out of that work, it just adds a ton of leverage. (Side note: if you’re on the introverted side like me, we need leverage. We don’t get energy back from all of our social interactions, so we need to get more out of each interaction. That’s leverage.) So the question for this episode is, What do you REALLY want?