I have a client who is brilliant at what she does.
She is a Registered Dietitian and a former collegiate swimmer who never stopped challenging herself athletically. She is also a mother of three who spent years seeking a deeper understanding of food and her relationship with it, building something more sustainable for herself and eventually for the people she would go on to help.
She also happens to know more about hormonal health and how it intersects with nutrition than almost anyone I’ve come across.
When she decided to stop splitting her focus and build something entirely her own, we sat down together and started mapping it out. What her business actually was. Who she was serving. What made her approach different from every other nutrition practice out there.
And what kept coming up. the thing that was missing from everything she had written about herself, was her.
Her credentials were there. Her passion was there. But the woman behind the practice was nowhere to be found. The former athlete who understands what it means to fuel a body that is working hard. The mother who knows firsthand how pregnancy and motherhood reshape a woman’s body in ways that ripple into every phase of life that follows. The clinician who went deeper than the traditional models could ever take her and built something grounded in real life instead of idealized plans.
That is not a sidenote. That is the headline. That is the reason the right client reads her story and immediately thinks — she gets it! She has been here. She is exactly who I need.
Same person. Completely different brand.
She is not done building. Nobody ever really is. But she is out there now showing up as herself, attracting the clients who are exactly the right fit, and doing work that actually reflects the full breadth of what she knows.
The workforce will always tell you to lead with your qualifications. The workforce is old and tired. Lead with who you are alongside your qualifications. There is a big difference. And the right people will feel it immediately.
If you are considering building something of your own, are in the middle of it, or have been at it for a while and something still feels off, I made something for you. Take the free Who Are You Really self-assessment and let's figure it out together. We start with who you are, and we build your brand from there. That is always where the best work begins.
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Loved this Erin. We are good at lifting others up but I know I find it harder to speak about myself! Therefore it feels easier to talk about what I do.. not who I am! But this is something I'm trying to change.