Being able to make good decisions is one of the keys to adopting a CEO mindset and growing a successful business.
But decision fatigue is real; the more decisions you have to make each day, your ability to make decisions becomes worse.
We’re faced with thousands of them every day, from the mundane (What to cook for dinner?) to the business-changing (Can I trust this person?). And for most of us right now, we are still reeling from the past two years of making decisions about stuff we never had to think about before (Which way do I walk through this supermarket? Do I have to wear a mask? Is it OK to hug this person?).
I always prided myself on being able to make quick decisions. Even at the start of my career, I realised I was able to process information fast and see where the real problem was.
But as I got older, my brain got faster as I took on more and my expectations of myself climbed, and the decisions I was making became more knee-jerk and reactive as I jumped from one task to the next.
I simply couldn’t keep up with what life and business was throwing at me so when I hit my 40’s, exasperated by peri-menopausal symptoms of brain fog and exhaustion, I found that I didn’t trust myself to make good decisions any more. And this had a direct impact on my business.
Procrastination not only slows down growth … it’s exhausting!
To be able to get better at making good decisions, it’s important for us to learn how to first trust ourselves, our own judgement and instincts.
The first step in trusting yourself is knowing that you don’t have to be good at everything, all the time.
I get that we have incredibly high expectations of ourselves, largely because of our society’s expectations (You can have it all; be a perfect mother AND run a successful business), but also because of experiences we had growing up both at home and at school. But let’s be real: nobody is perfect. Nobody ever will be.
No matter how much we try to make ourselves into some sort of superhuman machine, everyone drops a ball or makes a mistake from time to time. And that’s okay! It doesn’t mean we’re horrible people or should feel ashamed about ourselves; it just means that being human means not being perfect all the time.
So giving yourself a break and being kinder to yourself, particularly on the days you feel more tired than usual or you’re juggling family needs, is critical to allowing yourself the time to step back and give yourself some breathing space.
Trusting your gut is something you have to work at.
The older we get and the more responsibilities we take on, the busier our heads get and the longer our to-do-lists grow. When your head starts controlling your life, it’s easy for it to override any intuition or instincts you may have. And when you get so busy that you forget to give yourself the space to hear the advice from inside of you, that connection can get cut off.
It’s the same as working out and keeping fit; if you stop, your body loses the muscle definition you gained, and your fitness levels go down.
The next time you are faced with a decision, instead of panicking or saying “I don’t know” – take a moment , close your eyes and listen closely inside yourself first. If you really don’t know how to do this (and yes, ten years ago I was so ‘in my head’ that I really didn’t know how to hear what my instinct was telling me!), then take note of my next point.
Spend more time in your body.
Many of us will exercise for the sake of fitness and health, measuring success by steps or sweat. But because so much business is often solved in our heads, these kinds of exercises can feed the brain; giving you more things to take action on and complete.
Spending time moving your body consciously can really help you connect with the neural pathways that run around your body. Movement such as dance – prancing around the kitchen rather than following a structured class – and slower walking focused on your posture – noticing how your feet connect with the ground with each step – can be simple ways of sensing your body and spending time ‘out of your head’.
Recognise that fear is different from intuition
… and sometimes it can be good to take the moment to ask the fear what it may be trying to tell you. Is there anything that you can put in place to make your next steps less risky for you? Perhaps you need more time to put your decision into action … maybe you need to hire some help?
If you choose to ignore your fears, you may find that you procrastinate and pull yourself back from taking action. So use your fear to shine a light on anything that you may avoid simply because it feels uncomfortable as this can be helpful in making sure you don’t avoid taking action on your decisions.
Be prepared for change, even if it means sacrificing some things you really care about.
Trusting yourself means putting your faith in your ability to make good choices and decisions. It means taking risks without being afraid of the consequences.
If you really want to take your business up a level, then there is every chance you are going to have to stop doing some of the things you are doing right now – and yes, that includes certain clients, programmes and team members you may really care about – and do something different.
This may mean that you stop offering a particular service, programme or product; it may mean you have to change your pricing structure; it may mean you have to fire one of your team members.
You can not grow a business without change. Get comfortable with that concept because trusting yourself means knowing when to let go and when to hold on.
You must trust yourself even when the outcome seems uncertain and you may not know all the answers.
One podcast I’ve got into recently is The Diary of a CEO. I was particularly taken by one of his more recent ones – Moment 54: How you should make every big decision with guest Rochelle Humes.
They reference a conversation he had with Barack Obama and his 51% decision making rule. Steven says “It comes down to if we are always looking for 100% of the facts, data and certainty to get our decisions over the line, it leads to huge procrastination and time-wasting. Getting to that 51% is a much more efficient system, and it reassures us that it will be the right decision to make.”
Knowing that we can make another decision or even reverse it if needed can open us up to bigger thinking and bolder decision making … and that the cost of procrastinating and trying to be more than 51% in favour for, or against of that decision is potentially huge.
I like this idea of having your logic brain to be only 51% convinced … it opens up to trusting our intuition more.
Next week, I want to dive into the importance of slowing down, and how going slow can actually speed up your progress. So for now, comment below and let me know what resonates with you here.
Until next time, do less, be more, play bigger.
Are you ready to take your business to the next level?
Join me at Elevate – a transformational, all-inclusive business retreat at a luxury spa venue right in the heart of the beautiful Surrey/Hampshire borders countryside.
Elevate CEOship Retreat with Karen Skidmore
Last week, I was writing about the difference between being a freelancer, business owner and CEO, and the phrase that seemed to get the biggest reaction was …
“You may think you are a business owner, and call yourself a business owner, but your current work schedule has pushed you back to being a busy freelancer, simply at a higher revenue.”
And yes, several of you shared with me the frustration that even though they may be selling more, they aren’t earning any more. They were busier AND poorer. Ouch!
So what to do?
The usual reactions are to work harder at finding the right marketing strategy; to create a new suite of offers and products so you have more to sell; to go find yourself more customers.
All the above can work but only to a point.
The real shift in your future growth comes from how you are thinking, your behaviour and thus the actions you take.
And this is where your CEO mindset comes in.
Most people start with action, and this is what is celebrated the most in our entrepreneurial culture (you’re killing it … let’s get shit done … you smashed your targets). Of course, action is critical, but if you are already busy, bouncing from one thing to the next, you aren’t really making decisions … you are simply reacting.
And if you are tired and already working to capacity, your ability to think strategically is significantly hampered. Your brain is working super fast, keeping multiple tabs open (and often throughout the night!) and the only thing you are capable of doing is dealing with what’s right in front of you.
Great for dealing with a crisis … not so great for strategy and growing your business.
So how do you begin to switch from crisis management to strategic thinking?
There are three key behaviours that can directly impact your ability to think strategically
- Ability to slow down
- Breaking the YES habit
Today, I want to dive into breaking the YES habit, and how saying yes to everything is great at the start of your business journey, but at some point, hinders you significantly.
When you first start out, saying yes opens you to opportunities and possibilities that you may never have considered before. It gets you your first few clients and projects, and builds your confidence.
But at some point, the clients and projects you say yes to start to pull you in too many directions. And if you don’t have clear boundaries and know the direction you want to be headed, you become reactive and transactional.
You begin to behave like a fast food server … “Would you like fries with that? And a large drink?”
If you are good at what you do, then your diary can fill up over time with projects and delivery, but you speed up, work faster, and eventually you have no space to breathe. And, believe me, a fully booked diary is NOT a good problem to have. It can leave you exhausted at best, and burn out at worst.
If you’ve found yourself heading this way, then there are some quick fix ways of taking back control.
1. Go long
Don’t try to fix your busy diary in the short term; it’s too stressful to try to push back projects (unless of course, this is an emergency health crisis and you really don’t have any other option but to cancel for the sake of your wellbeing!). Go to the point in your diary where the weeks start to be a little clearer.
This may be in two months time or further … no matter … but from wherever it’s starts to clear, block out a dozen or so days for the next three months as non-negotiable, non-bookable days for anyone but you.
Don’t worry about what you are going to do with that time right now … you just need to be sure you have this time blocked out so you stop the habit of saying yes to everything that comes your way. This blocked out time in the future will be critical to give you the space you need to work ON your business, rather being IN it all the time, and to allow for strategic thinking and decision making.
2. Audit your current diary & cancel anything that isn’t business critical
Have you got network meetings or buddy support groups that are no longer serving you? Have you got meetings with people booked in with you who just want to pick your brain, rather than be interested in buying one of your programmes … or want a chat about how you can collaborate together? What have you said yes to because it felt good to say yes at the time, but now with the power of commercial hindsight, it’s just another distraction and a thief of your time?
Batching is one of the most powerful things you can do with your diary, because bouncing from different calls and meetings throughout the day takes a lot of mental energy to switch and transition. Ideally, you want to have sales calls on one day, and client delivery on another; you are showing up differently so stay in sales flow for your sales calls, and then stay in delivery flow for your delivery.
You also don’t want to be squeezing in tasks such as invoicing, proposal writing and content creation in between meetings, sales calls and delivery, so start to book in time chunks to get this work done.
I’d also recommend batching weeks as you start to take back control of your diary. For example, you could have full delivery weeks for three weeks of the month, which could then allow for one clear week of no delivery each month to allow you to have space to work on projects that will build your business.
4. Schedule time in your diary for preparation AND recovery
It’s easy to only put appointments into your diary, and then forget about the before and after. For many of my clients, their work can be full on, especially if they are delivering in person (coaching, training, consulting), and not recognising the need for recovery time means you put yourself on a conveyor belt of doing, doing, doing, and then collapse.
5. Set clear rules for how you want to work
You may be very clear on how you would love to work, but have you written down the rules to make this happen? For example, I hear a lot of people say they want to work less hours. So if you want to NOT work Fridays, when was the last time you said NO to a project or meeting that happened on a Friday.
Stop, write down 3 or 4 rules of how, when, where and with whom you want to work and stick it up on the wall next to your desk. Looking at these rules BEFORE you say yes to anything, will help begin to break your YES habit and set new and better behaviours.
Next week, I want to dive into the importance of trust; trusting yourself, trusting your business and learning to trust others so you break the habit of thinking you have to be the one to do everything yourself.
So for now, comment below and tell me which one of these five things you are going to do today. Then let know next week what difference it’s made to your YES habit.
Until next time, do less, be more, play bigger.
Wow, what a week! I’m writing this just as I come to the end of our first week of our next new Momentum planning cycle, which is always a high energy, back-to-back week of calls, and I wanted to share with you today my thoughts about being a CEO in your business.
Between Melina and myself, we’ve spoken to almost all our members to ensure they are clear on what their next priorities are for the coming months, and I am super impressed with the up level of thinking this year, far more than previous years.
Visions feel bolder.
Targets seemed to be stretched more.
Health and wellbeing being taken more seriously.
One member told me this morning that his most recent contract win was at twice the price he would have considered offering at last year before he joined.
Another shared how her profits have increased tenfold since the start of last year.
And many of the conversations highlighted how much more confident they felt as a business owner.
As I have been processing and reviewing what we have been doing differently from previous years, it’s become clear to me that my focus on transforming our members from being a busy freelancer to being a business owner and then ultimately adopting a CEO mindset, has an integral part.
You see, everyone usually starts their business as a freelancer.
You do everything; from marketing and website copywriting to selling and delivering client work, and what you do sell is usually your time and expertise so it’s a trade of time for money.
At some point, you bring enough business in to merit hiring your first support person and you start to work on what systems and processes are needed to run your business.
You start to become a business owner; you may still be the only one delivering client work, but some of your focus during the week is on how the business works – the marketing systems, follow up emails, proposal templates and creation of products or programmes.
But the bigger the contracts, the more programmes you sell and the more clients you attract, the less of you there is to go round.
The dynamics of your working relationships with your clients start to change and there’s every chance you start to feel overstretched.
When this starts to happen your business can start to feel like project management hell; you begin to drop some balls and you don’t get the chance to catch your breath or take the time out to work on your own development because you are spending all your time either working with clients or working on the projects to support your business structure and processes.
You may think you are a business owner, and call yourself a business owner, but your current work schedule has pushed you back to becoming a busy freelancer again, simply at a higher revenue.
And this is where the importance of having a CEO mindset comes in.
If you want to grow your business beyond a certain point, then you have to stop treating your business as something you do, and start getting clear about who you want to become … the role you want to play, the life you want to have outside of your business (because you do have a life outside of work, yes?!) and the bigger impact you want to make.
And it’s this CEO mindset that can make all the difference to how you think strategically about where to focus your time, resources and energy.
Over the next few weeks I want to share more with you about who it is you need to be and what it really takes to become a CEO, and share how to break the patterns of behaviour that keep you in freelancer and business owner mindset, and how to develop new rituals and practices to harness your CEOship power.
For now, I’d love to know where you feel you are right now. Are you behaving like a freelancer, a business owner or CEO? Have you distinguished the difference between them before?
Leave a comment below as I’d love to know how this resonates with you.
Until next time, do less, be more, play bigger.
“Send me a proposal”
When you’re ending a great sales call with your ideal client, these are the words you want to hear. You’re excited. They’re excited. You both just want to get started on working together.
So why do so many of us grapple with writing a business proposal that will take us over the line and onto the sale?
Perhaps it’s the lack of ‘fun’ associated with pulling the proposal together. Perhaps it’s the ‘not knowing what to write’. Sometimes it’s the fact that you’re so busy, you don’t have the headspace to write one out and you’re in danger of losing the work because your client moves on to another supplier.
Regardless, this is simply the time for you to take the relationship to the next level, stand out from the crowd and signpost the way forward in a clear document that confirms everything that has been discussed.
And the sooner you get a standard process set up for writing and sending out a proposal, the easier it will be going forward for all your future proposals.
Back to basics: the purpose of a proposal
The proposal is created to bring together in one place all that has been discussed. It means it can be shared across the decision-making team (if there is one) and used to benchmark alongside other options.
It outlines who you are, gives your take on the issues facing the client-in-waiting, how you would address them and what the result could be.
On a practical level, it also outlines the cost, the timescale and the key deliverables.
It gathers it all together. And that’s a key point.
The proposal is not the time to introduce something new. There should be no shocks or surprises.
What you need to know before you start
Before you put pen to paper or finger to keyboard, make sure you actually want to submit a proposal.
Obvious, maybe – but don’t get sucked into proposal writing if there’s any doubt you don’t want the work, it doesn’t fit with you strategically, you can’t deliver within the budget or you think a decision has been already made and you’re simply making up the numbers.
Also, decide whether a full proposal is needed. It isn’t always. A simple follow-up email summarising the sales conversation and outlining the fee, the deliverables, and next steps with a contract with business terms may suffice.
If you do want to prepare a longer proposal, here’s a quick checklist of the information you need before you get started. Do you know:
- The issues the client is looking to address?
- The budget they have to spend?
- The timescales they are working to and when a decision will be made?
- Who is making the decision (if it’s not the person you’ve been talking to, you may need to add in more information)?
- The criteria they are using to assess the proposals they receive?
Keeping these questions in mind will help you structure your proposal in a logical way, explain your ideas with clarity and ensure that everything you include is relevant to the would-be client’s needs.
Some clients provide guidelines as to what to include – and then you need to stick to those. But some don’t. If you’re looking for a structure, here’s a solid outline to use.
First, start with the client situation
Don’t jump right in with the proposed solution. This isn’t about you – it’s about them.
Use this section to outline your understanding of the issues they’re facing, based on the discussions you’ve already had. Use the words and language they use.
Show that you understand the impact it’s having on them and the business (if it is a business) and the pain or stress it‘s causing them financially, operationally or personally.
Get them to imagine how things will be better from working with you. Have in mind their desired outcome – and what success will mean for them. In short – and unashamedly taking one of Stephen Covey’s 7 Habits of Highly Effective People – begin with the end in mind.
Remember to reinforce that you’re on the same page. Show that your approach to ways of working and values align – and sow the seeds of a valuable relationship built on trust.
Once you’ve done that, the next bit follows like night follows day.
Outline your solution
Now frame your business as a solution to the current situation or the desired place. Avoid the long list of features – and focus on the benefits and the difference they will make.
Clarity is important here. You need to avoid jargon, get the message across succinctly and articulate where they are heading.
It’s easy to avoid mentioning something that you don’t offer but is something they are wanting. Work out how you can address this rather than ignoring it.
Map out how they can do business with you
This is all about deliverables, timescales and process.
Take them through the steps to show how working with you will map out. Be clear on who does what and when, and what outcome they can expect.
This shows you’ve done the thinking, you’re straightforward to work with and you follow a clear framework.
Include a plan if you can but not avoid too much detail other than the next three to five steps. It’s key to make the client feel comfortable and confident about what happens next.
In your proposal, be clear on price – and what is and is not included – and, of course, frame it as an investment rather than a spend.
This hopefully won’t be the first time that you have talked about the price, but this can be a good opportunity to offer pricing options – probably no more than three – to help with negotiations if needed.
And, make it clear that your proposed fee is only valid for a limited time period. This is often missed and with it in place, it allows you to have a genuine follow up reason if they don’t come back to in the time frame you expect them to.
This section isn’t really about you, or the long and illustrious history of your business, how many you employ or who are the key team members. So, ditch the marketing messages.
Showcase what you have done for others via mini case studies and impactful quotes from grateful clients.
Where you can, choose case studies of clients with similar challenges, or sectors, or need. And, as a side point, when you first write and get approval of your case studies, write several versions focusing on different themes or angles so you get as much from the story as possible. Use well-tailored bios of those working on the proposed project.
Social proof carries a lot of weight with decision-makers and helps them imagine what it would be like to work with you.
The call to action
Round off your proposal – with more than a thank you.
Your call to action (CTA) should be a trigger to accept or decline the proposal along with details of what will happen once they accept.
One suggestion is to make this simple with auto-signature software (Adobe Acrobat Sign, DocuSign or HelloSign). But be careful to test this with your audience – this ‘hands off’ automated approach may not work for some types of business.
But as long as there is an active CTA, you have several options:
- Add a deadline: remind them that the price is only valid for X days (bearing in mind this may fall on stony ground with corporate clients who will work to their own timeline, it still gives you a valid reason for following up if contact goes cold)
- Reiterate the benefits (for example, “We’re looking forward to helping drive your business growth. Let’s get started.”)
- Let them know you will contact them within X days to arrange a time to discuss the proposal (between 3 and 5 working days keeps momentum whilst still allowing your prospect the space to reflect and review their options.)
Whatever you do, make it easy for them: make your email address a live link; make sure your phone number is clearly visible.
Include your terms and conditions
Always, always, always include your business terms and conditions within the proposal, either at the back or as an addendum.
Again, this is missed by too many people and can create potentially difficult conversations if work is postponed or cancelled after the proposal has been accepted.
Give them a shortcut
Ideally your proposal will always be read in its entirety. But life isn’t always like that.
Think about including a one-page summary which includes the key points over and above the price, time, milestone, resources, and deliverables in case the client decides to pull out the key facts and to benchmark you against competitive proposals. It means your key arguments will remain intact.
Make it look like you
Proposals are about substance. But they need to be presented well and look good. Develop a ‘look’ for your proposals that reflects your own brand. It’s not about making it look like a sales brochure: too much ‘design’ can put people off. However, a plain Word document in 10pt Arial will seem like you can’t be bothered.
Does it need to be a Word document? Many proposals now are created as a PowerPoint slide deck.
Depending on what you’re selling, design will have greater or less importance but make sure that there’s a connection between your design and the words you use to talk about your business. If you can, invest in some key graphics or design elements in your brand colours and brand style. Once you have a template that works for you, this investment will pay dividends in the future.
It’s a good idea to build up a library of texts, images, statistics, boilerplate words, photos, bios, product and service descriptions to make for easier proposal writing. But never just cut and paste into different proposals without some tweaking. That’s the fast route to a vanilla proposal.
The final check
Before you hit ‘Send’, do a final check:
- You’ve followed their template or structure – and included everything they’ve asked for (not just what you think is needed).
- What you’ve included addresses their needs and proposes a solution that’s clear to understand and easy to read.
- You’ve broken up long sentences and included headings and short paragraphs to make the proposal easier on the eye.
- You’ve used positive language: talking less about their ‘problem’ or ‘challenge’ and more about their desired endpoint to imagine a better future.
- Names of people, businesses, places, products and services are correctly spelled.
- There are no typos or errors. Use in-built spell checkers and run software extensions like Grammarly to help, but nothing beats printing it off for a good read through with human eyes. Check the headers and footers as well as the body copy.
- There are no rogue company names in the ‘properties’ tab of the document or in the footer. It happens when you use a previous proposal for a different client as a template for the next. I have seen this – and it’s embarrassing!
You’re ready to send
Quite simply, the cover email or letter is a must. It needs to be brief, personal and authentic and introduce what they are about to read: outlining their situation, your solution and the next steps to take.
They need to know you’ve listened, understood, and that you have a solution.
How to send
Proposal software (e.g. Panda Doc or Better Proposals) may be something you think of getting hold of. Easy to use, it can create a beautiful journey for the client. It lets you know when the reader opens, works through and shares the proposal – and you can track how the reader reads and pauses through the document. It also provides a simple way to get started by enabling a signature acceptance of the proposal.
But such systems are not for everyone.
It’s usually fee-based and doesn’t always fit comfortably within the buying process of a client, or your onboarding process.
What happens next?
Always follow up – without fail.
Get in touch within a few days to check that they have received the proposal and to check if there are any questions. Don’t be one of those companies that doesn’t follow up proposals and just sends them into an empty void.
If it’s a ‘yes’ – congratulations! And, if it’s a ‘no’, book a review call and learn why you didn’t win the business.
A final thought
However you design and write your new business proposals, there’s one overriding principle: it’s all about the client.
Focus on making the connection for them between what you offer and what they need, get the deliverables and the price right, and show them you know what you’re doing.
In short, make it easy for them to say yes.
This weeks’ article has been written by Lois Dabrowski. Lois is a specialist B2B marketer working with companies who sell into HR, talent and L&D leaders.
Get in touch and get help to create business proposals that will win you work by dropping her an email [email protected] or connecting with her on LinkedIn.
I want to write to you today about patience.
I’ve been staying with my mum since Thursday last week. She’s 81, incredibly independent and wants to stay this way for a long while yet. But she’s had another operation on her hip; to correct the one she had in 2019 which left her with one leg an inch shorter than the other, which also led to her having to have a knee replacement last year.
You could say we are getting pro at this after surgery care, but unfortunately she’s now having to deal with the fact that, this time around, she can’t put any weight on her hip for the next six weeks.
Her desire to be independent is being tested. And her need to be patient is forcing her to slow down and ask for help in almost everything, from cooking meals to washing her feet. (And yes, I know she’s providing me a wonderful mirror opportunity for my own life lessons LOL)
On one hand six weeks is a long time for her to be resting. And it’s a long time for my brothers and I to juggle the after care needed. But I also know that six weeks in the grand scheme of things is nothing, if being patient now will mean she will be walking without pain by the summer, and be set to carry on her independent living for many, many more years to come.
All this has got me thinking today about how often do we choose to play the patient game in our businesses, in particular the patience at winning over our ‘pregnancy clients’.
There are two types of clients that I talk to my clients about:
– the ‘bread-and-butter work’ that pays the bills, is easier to turn around and get results quickly, but are often short-term, lower paying clients who can use a lot of your time and energy without the right systems and processes in place.
– and the ‘pregnancy clients’ that – yup, you guessed it – can take up to nine months (or more) to sign the contract or buy your programme, but they are often buying at a higher price point, can be more profitable and potentially have a longer and more meaningful relationship with you, which in turn reduces your need to rely on ‘bread-and-butter work’.
Our 24-7 society, that means we can get groceries and books delivered the same day, expect responses to our emails within hours and answers on chat within minutes, has meant that our expectations have massively increased over the past decade.
And not only do we expect results and success quickly, we, as consumers, demand far more trust and confidence in the brands and businesses that we buy from than ever before; we check out online reviews, speak to friends or family members, scroll through social media feeds to see what they are publicly sharing and may even google the CEO to see what they stand for or what causes they support with the profits of their business.
All of which has had an impact on our own businesses and marketing. These shifts have meant that we all have to work that little bit harder to win more ‘pregnancy clients’ in order to avoid getting exhausted chasing too many bread-and-butter clients.
We have to choose to spend more time on projects such as:
- nurturing relationships
- creating content that builds trust and confidence (rather than trying to beat the algorithms)
- hiring the right team to support you and your business
- having a sales process that gives them what they need to make a decision in their own time (and not because it suits you and your need to make money right now)
Projects that may not give us the immediate results we are programmed to expect. But, with patience, will allow more ‘pregnancy clients’ to come to you; clients that give you more meaningful work, and potentially better profitability.
Wherever you are at in your business journey, there is a time to hustle … but as you become more established and want to grow, there are more times needed for patience.
Not sitting back, twiddling your thumbs and waiting kind of patience.
But the patience needed to doing the work that gives the clients you want to attract, the trust and confidence that you have the skills and expertise to help them give what they want. Just like my mum right now, ensuring that she take her slow recovery seriously for the next six weeks in order to be back walking at a pace by the summer!
Until next time, be more, play bigger.