Session 3 · Who You Serve

In Session 2 you built the picture of who you are. Today you turn that picture outward and find the person who is already looking for exactly that. This is not a marketing exercise. It is a leadership decision.

Specific beats broad. Every time. The most decisive thing you can do as a leader is choose who you are for. A specific, direct message spoken to one real person will reach every person who shares that situation far more powerfully than a general message aimed at all of them.

FOUNDATION Your Nine Words from Session 2

Keep these in front of you for the entire session. Your nine words are the lens. The person you are building for will emerge from them.

VISION	VOICE	VALUE

My Positioning Statement from Session 2:

PART 1 The Client Audit

If you have clients, map them honestly. If you do not, map your most aligned experiences. For each client or experience, ask: did this bring out my nine words, or did it ask me to perform a version of myself that those words do not describe?

Client or Experience	Brings Out My Nine Words?	Asks Me to Perform?

The Pattern: What do my alignment clients or experiences have in common? What do my misaligned ones share?

PART 2 Your Ideal Client Avatar

A real person. Not a demographic. Give them a name. Put them in a situation. The more specific and human this description is, the more useful it becomes in every session that follows.

01Name and Situation

Give them a name. Where are they right now? What is the general shape of their situation? What stage of life or business are they in?

02The Specific Problem

What problem are they living right now, the one they wake up with? Not a broad challenge category. The specific friction, stuck point, or pain that is present for them today.

03What They Have Already Tried

Name two or three things they have already done to solve this problem. What did not work and why do you think it did not? This question tells you where your approach is different.

04What They Believe About Themselves

What does this person believe about their situation that is keeping them stuck? What story are they telling themselves that your work directly challenges or dissolves?

05What They Are Secretly Hoping For

If they could describe the outcome they most want, not what they think is realistic but what they are genuinely hoping for, what would they say?

06How They Find You

If this person found your work tomorrow, what were they searching for? What did they read, see, or hear that made them think you were for them?

PART 3 The Matching Moment

Read your positioning statement. Then read back your avatar description. Now ask the only question that matters: Would this specific person feel immediately found by this message? Not vaguely interested. Not somewhat relevant. Found.

Yes — This is why it works	Not quite — Here is what is off

!Diagnostic — Check the Avatar First

Before changing your positioning statement, examine the avatar. Is this person specific enough? Does the problem match what your value words solve? Is the belief something you have actually heard from a real person? What would need to be true for your statement to land as an immediate yes?

PART 4 Where Your Magnet Is Strongest

This is not a lane decision. That is Session 4. This is about understanding which audience types give you the most natural access to the person you described.

Audience Type	Description	Fit
Individual	1 on 1 sessions. Deep presence. One transformation at a time.
Couples	Holding two people and the space between them.
Group	Facilitation at scale. Your energy holds a container for many.
Corporate	Credibility first. Results delivered inside an organizational context.
Retreats	Full immersion. All dimensions of your identity visible at once.

The lane evolves. The magnet stays. You are not choosing forever. You are choosing first, as a leader who has made a decision.