In a previous article, I discussed 3D problems: the public, private and unknown problems unique to your particular tribe. Those 3D problems are the lock to the door you must pass through to meet your tribe’s needs.
In this article, I’ll show you how to fashion a key to open the door by examining three tracks where your tribe may experience problems.
Although the overall goal when delivering a transformational promise to your tribe is resolving their underlying core wounds, this isn’t something you can market to. The problem is that virtually no one is aware of their underlying wound patterns. I doubt you’ve ever heard someone say, “I need to find an abandonment business coach!”
Unknown problems manifest themselves in very public, easily-acknowledged symptoms. I’m sure you know someone who struggles with indebtedness, their weight or has gone through a string of failed relationships. These are all symptoms of underlying conditions.
The three tracks
These public problems always occur in one of three tracks: health, wealth or relationships and are never generic. I doubt you’ve heard someone say, “I wish my health could be better,” without identifying what they desire to change. They might not know how to achieve this, but they definitely know what they want to change.
Health can include systemic issues someone has faced for years or an acute condition they were recently diagnosed with. Your tribe might experience obesity or physical handicaps. Whatever the problem may be, the issues your tribe faces are very specific and shared among your potential clients.
Wealth isn’t limited to just financial issues. Wealth encompasses everything within the world of business, including life purpose.
When someone asks, “why am I here?” they’re really asking, “what am I meant to be doing?” and they’re referring to their occupation. Chronic indebtedness, income ceilings, leadership development, corporate culture and career advancement are all part of the wealth track.
The relationship track typically manifests itself in three different areas: either you’re not in a relationship but want to be, you’re in an unhappy relationship and need help and parenting. Other relationships between friends and siblings can come into play as well.
Discovering your track
You may have trouble discerning which track you want to be in. You might feel a calling or have a desire to help others in each of these three areas. I use three primary criteria to help clients identify where they should be.
Answering these questions gives you a lot of insight into what you should be doing.
The first is inspiration and guidance. What kind of work inspires you? What makes you feel fulfilled? Where do your interests lie, and what type of problems are you happy solving? If you get giddy when you successfully play matchmaker and see two people happy with each other, maybe you have a future in the relationship track.
The second is your personal experience. What kind of experience has your life given you? To continue with the relationship track example, you shouldn’t go into this area if you’ve never been in a relationship or if you’ve been in a mediocre one for 25 years. Your personal experience should be marked by success.
Finally, think of your professional experience. If you have a lot of training, like a college degree, or you’ve pursued extracurricular development by going to workshops and seminars, those experiences are a significant indicator as long as they bring you joy.
What you’re looking for is the one square inch where you can dig a mile deep. This area is where inspiration and guidance, and personal and professional experience, overlap. If you can find this place, you’ve got a pretty good idea of where you need to be.
There’s no right or wrong answer here but keep this litmus test in mind: when you stand in front of your tribe and tell them how you’re going to help them, they need to believe you can actually deliver value.
Even if you think you’re sure of what track you should pursue, do some serious self-examination, and be brutally honest with yourself. Having a coach walk you through this examination is very helpful.
The fear of niching
Many people fear locking themselves into a specific area, knowing they can deliver transformational value in so many ways. Apprehension is understandable, but I like to think of the way you market yourself like a mansion.
The mansion (which is your empire, and it looks fantastic, by the way) has one front door. Everyone enters through the front door, but once they’re in, there are numerous wings to explore and many rooms to enter. The front door is how you meet your tribe: this is your niche. The rooms represent customized solutions for every person you serve.
Once a client enters, you can help them in any and every way they need you. This can cross lines from health to wealth to relationships and back again — there’s no limit to what you can do to help your tribe. However, finding the one square inch is the starting point.
The final steps
After you’ve selected your track, outline all the public problems people can have your area of focus. If they struggle with wealth, write down everything from resolving debt to increasing income. Create a broad, varied list.
Take the list and ask: which of these are problems people will pay to resolve? What issues are so significant a person who has them would hire you to help them fix?
When you’ve done this, you’ll have taken all the problems in the world and narrowed them down to the two or three issues in a specific track. You effectively leverage your inspiration, personal and professional experience, so you can serve your tribe in a way no one else can.
And that, my friend, is a magical feeling.