What if the biggest hurdle in your business isn’t the perfect product or service—it’s identifying your who?
Here’s the truth: People don’t buy what you do—they buy who you are and why you do it. Without clarity, even the most amazing offer will struggle to attract the right clients, let alone thrive in today’s competitive marketplace.
I couldn’t help but become an entrepreneur—it’s in my DNA. I grew up surrounded by business owners. Over the past 33 years, my husband and I have operated multiple businesses— service-based companies, my real estate business, and most recently, my coaching platform, LEAD My Life.
Each business has taught me one critical lesson: success starts with knowing who you are, who you serve, and why you do what you do. Today, I want to share the five-phase framework I’ve developed to help entrepreneurs and business owners like you gain clarity, attract the right clients, and grow a thriving, purpose-driven business.
Everything starts with understanding who you are and how you work best. When I launched my real estate career, I was doing everything the “experts” told me to: door knocking, cold calling, and sitting in an office dialing numbers. But it wasn’t working, and I felt drained and lonely.
Then I took a DISC behavioral assessment and learned I’m a D (Driver) and an I (Influencer). That insight changed everything. I realized I thrive on fast movement and connecting with people—not on making cold calls. So, I developed my own method: networking. I went to events, took people to coffee, and asked about their stories, not their real estate needs.
Suddenly, the game shifted. My relationships became genuine, and clients naturally started asking me about real estate. DISC didn’t just help me understand myself—it gave me the clarity to build a business model aligned with my strengths.
Once you understand yourself and the people on your team, it’s time to discover who you serve. Early in my real estate career, I marketed to everyone—and reached no one. My breakthrough came when I narrowed my focus to empty-nest couples. They needed to downsize into single-story homes, and their story aligned perfectly with my own.
In coaching, I experienced the same clarity. I realized I wanted to work with high-achieving women who, like me, were navigating the empty-nest season of life. My first coaching client fit my ideal client profile perfectly: a driven woman who had just gone through a tough divorce. She needed clarity, confidence, and purpose—and that’s exactly what we worked on together.
Today, she’s thriving as a leader in her community. That’s the power of clarity—it attracts the right people and allows you to serve them with a deep level of purpose.
“Cindee meets you where you are and inspires you with the right tools to take the next step to your goals and dreams. My life is on a forward motion because of Cindee and Lead My Life.”
– Jill Lodato, Entrepreneur
Now that you know who you are and who you serve, it’s time to uncover why you do it.
For years, I thought my “why” was to put our daughter through college. And it worked—my real estate career funded her education. But the day she graduated, I realized my purpose went much deeper than this single result. At the very core I desired to create choices and opportunities for others.
That thread—creating choices and opportunities for my family, my clients, and myself—has run through everything I’ve done. It’s why I focus on my health, my faith, and our financial legacy – so we’ll have choices in the future. Purpose isn’t just a business motivator; it’s the foundation of a balanced, fulfilling life.
“Cindee is not the coach blowing the whistle from the sidelines but a pacesetter in the race to fulfill our potential. She has translated her journey into actionable content that can help any woman create and execute a personalized plan for authentic growth.”
– Sarah Donahoe, Business Owner
Here’s where many businesses start—and where most get stuck. Developing your idea of an amazing product or service before you’ve nailed your “who” and “why.”
When I first launched my coaching platform, I made this mistake. I built courses and tools based on what I thought my clients needed, rather than understanding their pain points. I even spent a year creating a 90-day planner that was too rigid for my clients to use.
Once I gained clarity on their needs, I scrapped my old offerings and focused on creating community, connection, and simple tools that met them where they were. That’s when my coaching business took off.
“Cindee’s authentic and relatable approach changed my life. She helped me see that life is happening ‘for me’ and not ‘to me.’ Now, I feel in the driver’s seat of my own life.”
– Cristal Graham, Medical Professional
When you align your “who,” “why,” and “what,” your business enters the flow.
I’ve experienced times in my businesses when everything felt out of sync—overwhelmed, spinning my wheels, and just trying to survive. The game-changer for me was creating structure. I now operate with theme days:
- Mondays for admin, sales, follow up.
- Tuesdays and Thursdays for coaching and zoom meetings.
- Wednesdays for creative work.
- Fridays for coffee dates and lunches.
This system keeps me productive, balanced, and aligned. I also reflect, reset, and renew regularly. This ensures I stay on track with my purpose.
Without clarity, business feels like a constant uphill battle. But when you align your strengths, purpose, and message, everything flows.
Are you ready to find your clarity and transform your business? Let’s talk. Schedule a clarity call today, and together, we’ll uncover who you are in the marketplace and how to create a business that thrives.
Don’t wait—your next breakthrough is just a call away.
