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Your offer depends on your personality
We are used to thinking of our offer as a function of the market only. It is essential indeed to understand exactly what is needed and to be able to set aside our en ego, passion and beliefs about what people need so that we can serve them exactly how they need us. But we can only be who we are. And what we offer is very much linked to ourselves too. For example let's say you are in the market of accounting. You can help people organize their basic accounting. But how! Depending on your personality it can be a one on one coaching, it can be a group live program, it can be a book or a membership club.
Can you see why it is so important to know yourself and your limits and excellence areas first?
I like this perspective, Irina! I think the offer needs to be about the "fit" between the individual and the clients they want to serve. If it's only about the individual coach, then they have a market of one - themselves! If it's only about the clients, they may not be getting their needs met. The offer has to span both worlds to work.