Beliefs are what separate ideal clients from the people who are just willing and enthusiastic to buy. -Matt Johnson

In order to build a highly profitable thought leadership business, we have to go beyond working with anybody who is willing to pay us and start serving our ideal clients. If we’re not working with ideal clients, we risk working with people who don’t take necessary actions, to get the results that we deliver.

This in turn diminishes the results they get and affects the impact that we make with the work we do.

What makes someone an ideal client? What is the experience of working with an ideal client and not just anyone who is willing to pay us?


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In this episode, I share why we need to raise the standards of who we go after.

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