The Quest for Your One and Only Growth Style™
Earlier this year, Tara Gentile introduced the concept of Growth Styles™. The online workshops Tara hosted sparked an amazing response and lots of great conversations in the CoCommercial Community.
One of the most animated conversations has been around the concept of choosing one Growth Style™. There are a number of people (myself included) who felt drawn to two or more Growth Styles™ and who were having a tough time committing to just one Growth Style™.
To be honest, I was starting to feel like my 10 year old son in the weeks before Halloween. One day, he can totally see himself as Wolverine. The next day, he is adamant that he wants to be Deadpool and then, five minutes later, he is even more sure that he wants to be the Joker. Each time his conviction is absolute.
"No, Mama, for real, this is the one".
Until it isn't.
So that is where I was after watching the two online workshops. I was a 10 year old boy trying to figure out which "costume" would get me more "candy".
When I watched the first Growth Styles™ workshop Tara hosted, I was sure that I wanted to pursue a Relationship Growth Style™. The whole concept of being an emcee and host really lit me up. I was seduced by some of the details of the style rather than the point of leverage itself. It wasn’t that I wanted to leverage the power of people (because, let’s face it, people can be kind of tricky) - it was that the description of Relationship founders resonated with me.
After the second workshop, I was equally convinced that I was Bespoke. Or, at least, I would be Bespoke until I hit a certain income point and then I would become Identity which is what I really, really, really wanted to grow into. Leveraging the power of meaning was what I saw when I imagined my business in 2 years time.
"No, Tara, for real, this is the one."
There were some discussions in the CoCommercial community about the idea of starting with one Growth Style™ and then switching to a different Growth Style™ once you had reached a certain goal in your business. It seemed to make sense and yet it didn't feel quite right either.
Last week Tara hosted a Growth Styles™ training for Quiet Power Strategy™ certified strategists to give us some tools, training and insight to use the concept with our own clients.
So let me share with you some of the insights Tara gave us on how to help our clients hone in on their one and only Growth Style™.
Tara talked about the disconnect that exists when business owners are wavering between 2 (or more) different Growth Styles™. It is a disconnect between what they do now to earn money and what they really want to create in their business in the future. It isn't that we change Growth Styles™ - it is that we have one Growth Style™ and sometimes we are better at using it than other times.
You don't need to change Growth Styles™ as your business grows. You need to discover what your real Growth Style™ is and utilize that style no matter what your business model is and no matter what your marketing style is.
Some of the business owners in the CoCommercial community were tempted to choose one Growth Style™ over another because they need to make money now and couldn't see how the Growth Style™ they were really drawn to would allow that to happen.
Quite a few of us were assuming that we would build a Prestige or Bespoke business now so that we could earn money now but would then transition into an Identity or Exploration or Relationship business once we hit that income goal.
The reality is that you can create a business that makes money now but still has the Growth Style™ you really want at the core of it. You can build a business with 1:1 clients (possibly at a prestige price point) but in such a way that your business leverages the power of meaning or people rather than the power of experience.
Tara's advice is to get clear on the style you ultimately want to be and start implementing that style into your business now.
To do this, you need to not only look forward to where you want your business to be in 2 or more years time but you also need to look back. Take a moment and think of the times in the past when you have felt most masterful, most purposeful, most alive or where things have just clicked. These moments might have happened in your business but equally might have happened in a former career or in your personal life or in a creative endeavor. It doesn't matter where they happened - it just matters that you get clear on what those moments were.
Then you can look forward to where you want your business to be in 2 or more years and see if you can find a thread that connects your most masterful moments in the past and how you want to be more masterful in the future. Once you see that thread or connection, it is much more likely there will be a point of leverage that resonates with you more strongly than any of the others.
When I do this, the point of leverage that makes absolute sense for me is meaning. The points of leverage of process or people no longer feel so compelling. They inform the tactics I might use as I build my business but they aren't at the very core of the business I want to have now and in the future.
The one thing to keep front and center as you choose your Growth Style™ is that the piece of each Growth Style™ that is absolutely non-negotiable and non-transferable is the point of leverage. That is the one thing which truly defines the Growth Style™. It is the thing that provides the leverage which is the whole point of this concept in the first place.
The core piece of information that our Growth Style™ provides is what point of leverage your business will utilize to make its biggest impact.
I am working with a photographer who is a Prestige business owner. In our work together, we have discussed how - from the very first point of contact with a prospective client until the final point of contact with that client - the experience needs to be exceptional. We have worked on the PDF document she sends to prospective clients to make sure that not only does it represent the quality of her work visually but also that it gives a sense of the experience of working with her in the words she uses and the testimonials she includes. Each and every interaction should reinforce the experience because experience is the point of leverage.
The point of leverage is set in stone and defines each Growth Style™.
The revenue models and marketing methods, on the other hand, are not set in stone and do not define the Growth Style™.
A coach who is building a Prestige business can offer webinars to promote her coaching practice as long as those webinars give a taste of the experience of working with her because experience is the point of leverage. Webinars are not listed in the marketing methods of a Prestige business but that doesn't mean that a Prestige business owner can't choose to use marketing tactics listed under a different Growth Style™.
Once you have chosen the point of leverage, you can then choose whichever revenue models and marketing methods you want as long as they reflect the point of leverage you have chosen.
One quick warning about points of leverage. Some of the business owners in the CoCommercial community have talked about their tendencies when they work - for example, how they are very process oriented. This can lead to an assumption that their business style should be Bespoke. This may or may not be true. Even though process is very important to the way you work or how you naturally approach your work (it is very significant in my own business strategy work), it isn’t necessarily the point of leverage.
During the training for strategists, Tara shared a helpful exercise to help a client "try on" different Growth Styles™. She helps her clients to craft a value proposition from the perspective of each of the styles that they are interested in.
She did this exercise with me as a business strategist who is interested in Bespoke, Identity and Relationship styles.
Here are the value propositions she created:
"I will take you through a step-by-step process to save you time and remove anxiety and hassle so that you know exactly how to create the business you really want to have based on your unique strengths."
"When you work with me through this business planning process, I will help you not just figure out what you need to do in your business but also to become the leader of your business you want to become." (You are asking them to elevate themselves into that leader role).
If you had a mastermind option in mind, your value proposition might be: "I work with small groups of business owners to connect them with both their ideal plan and and their ideal network. We bring the best people together to ensure that you're not alone when you're creating your business plans."
Once you have made it more real in this way, it can be easier for the business owner to decide which of those value propositions he or she feels most equipped to deliver on. Which value proposition is closest to your most masterful moments in the past? Which is closest to your vision of your ideal business five years from now?
I would love you to try this with your own business and the two or more Growth Styles™ you are torn between to see if it helps you to discover the style that resonates most deeply with you.
Please share this in the CoCommercial community.
As I have used the Growth Styles™ concept with my own clients who are trying to choose between two different styles, I have noticed a pattern. What tends to happen is that one style might seem like it is "the one" but then as we flesh out the details of how they will implement the point of leverage into their business model or marketing, we hit stumbling blocks or struggle to make things quite fit. When we look at the other style they were considering, not only does it feel right but the ideas just keep flowing as we look at their business model and their ideas for marketing. This has become an indicator for me that the client has hit upon the Growth Style™ that truly is the right one for them and their business.
Try this with your own business and different Growth Styles™ and see where you hit obstacles or where your ideas just keep flowing.
Again, please share what you uncover with the CoCommercial community.
One final suggestion if you still feeling torn between two different styles is to look at the pitfalls associated with the two different styles. You might look at the pitfalls associated with one style and know for sure that that is not a pitfall you want to deal with. When you look at the other style you were considering, the pitfalls associated with that style are pitfalls that you feel much more equipped to deal with if they occur in your business.
I hope that this has been helpful to you in your quest to find your perfect Growth Style™.
If you would like to dig deeper into your own Growth Style™ and how to start to implement it into your business, I am offering 90 Minute Growth GPS sessions. This is a tool that really gets my creative juices flowing and I love the impact that it has in providing a focus and framework for business owners who were feeling overwhelmed and distracted before we applied the concept to their business.
If you would find my input and Quiet Power Strategy perspective helpful, please click the button below for more details on the 90 Minute Growth GPS Session.
Here's to your creative success!