Svaha: the time between seeing lightning and hearing the thunder
I will be eternally grateful for your great gift of taking in to the fullest extent what it is that I have to offer, living it, and then reflecting it back in terms of the potential experience of others. You have given words to a process that defies words. And you’re constantly in a position to help me continue to hone that, deeper and deeper and more and more resonantly, who I am and what I offer, which is truly invaluable. — Jon Hansen, The Remembering Room, Richmond, Illinois
What you’ve sent me is so darn perfect it hurts! It’s a sheer pleasure to work with someone who writes as beautifully as you do — and in “my” voice. — Ariane Goodwin, Ed.D, smARTist® Telesummit, Millers Falls, Massachusetts
You have a real gift for words. You’re really, really good at it. — Sherry Essig, Priority Ventures Group, Raleigh, North Carolina
You’ve built such integrity of message in your company. I know that’s because it springs forth intrinsically, but you stay so focused at your core! I can’t think of a better way to phrase that laser-beam focus you have. It’s funny, because in someone else, laser-beam focus would be intense, but somehow you manage to make it much more kind and easy. — Jessica Albon, Thrive Your Tribe, Winston-Salem, North Carolina
I’ve never worked with anybody in the way that I’ve worked with you in terms of trusting in your abilities to the level that I have. — Catherine Hajnal PhD, Eight Branches Consulting, Vancouver, Canada ... facilitating and nurturing joyful living
You have an uncanny ability to see through what is being said and surface all the “unsaid” issues. Then you quickly give candid feedback and have a tremendous toolbox to help me move forward through your expert guidance of the right tool.
I have worked with many facilitators/coaches/counselors relating to work and personal situations. Your skills are exemplary and moved me faster than I ever expected. — Jennifer Baker, Fishers, Indiana
You bring both a spiritual perspective and some real-world hard-headedness. — Janet Bailey, Mindful Time Management, San Francisco, California
Brava! I wish I could draw a picture of me — you’d see me in a deep bow to you!
I read your newsletter as soon as it hits my in-box and you’re always right on with your advice. I had to let you know that this issue is particularly brilliant.
I will definitely keep this info — and your contact info — in a secure place.
Thanks so much for sharing your insight and wisdom. — Debbie Rodgers, CGA
May 25 2010
The experience of clarity is wonderful — especially when contrasted with feelings of confusion and uncertainty.
Clarity creates a sense of relaxation and energy.
There’s a distinct “aaahhh” feeling that comes from no longer struggling through the fog. And there’s an energetic sense of movement that arises when your next step becomes obvious.
For small business owners and independent professionals, that experience of clarity about your work is especially precious. It brings confidence and a renewed connection with what you do, why you do it, and how you really can help your customers.
It’s pleasantly easy to get stuck in that, especially if you’ve been wandering in the fog for a while.
But it’s not just your clarity that’s at stake. And although your clarity must come first, your customers’ clarity is just as important. After all, it’s their clarity that helps them feel confident enough to buy from you.
Which leads to a very simple question that may sound rather odd: Do your clients know what you do — in ways that are relevant to their situation?
You may think you’re being clear, but what’s their experience?
Here are some ways to explore how you may — or may not — be providing clarity for your customers and potential customers.
When you present your work to someone, whether on your website or in a conversation or through any other medium, it’s easy to get lost in your own experience.
But when you talk about what you do from your perspective, especially if your experience includes feelings of anxiety, you’ll tend to get stuck in detailed how-you-do-it explanations and content descriptions. And that’s usually not what your customer wants or needs to hear.
Instead, stop and imagine yourself in their shoes. Step out of your own thoughts and feelings in the moment. Without meaning to be harsh, what you need is not relevant when you’re talking with potential customers.
Now that you’re in your customer’s shoes, consider your work from that perspective.
From this vantage point, what do you (as your customer) most want and need? Why?
Write down your answer to that question. When it’s just swirling in your head, there’s no chance for real clarity. Putting it on paper helps you see how much clarity you do — or don’t — have about your customer’s problem and desire for a solution.
When you’re happy with your answer — when you think it’s as complete as possible, including both the logical and emotional aspects of your customer’s needs — ask yourself: Why is this important to my customer?
Write down the answer to that, as well.
And then do it again, for a total of at least five layers.
The deeper you go, the more clarity you will have — and the more clarity you’ll offer to your customers.
How does the understanding you now have compare with what you’ve been saying about what you offer?
To what extent does your website, for instance, demonstrate that you understand the deepest level of your customers’ needs and desires?
Will this understanding change how you talk about what you do? How?
Does it bring new insight to the relevance of your tagline to your customers’ experience?
Achieving clarity isn’t a “once and done” thing. It’s an unfolding process, a continual deepening.
And achieving clarity can feel like a struggle. It’s scary to admit that you don’t have clarity. It’s akin to not knowing, and not knowing isn’t viewed or experienced as a good thing in our society.
But when you give yourself the space, time, and attention you need to find clarity, you’re giving yourself and your customers a very real and valuable gift.
Because with clarity comes confidence. With clarity comes certainty and a natural ability to focus.
Clarity is the doorway to the business you want and your customers need.
“Clarity of mind means clarity of passion, too; this is why a great and clear mind loves ardently and sees distinctly what it loves.” Blaise Pascal, 1623-1662, French mathematician, physicist, inventor, writer, and philosopher.
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