Instead they know their overarching context and run their practice so that the projects they deploy are profitable and pleasurable.

Each year you can have different projects that you launch to new or existing markets that you have identified will benefit from your IP.

You need to do the thinking — create the intellectual property and turn it into activities that will make a contribution to people. It is then up to you to sell these services or products,

We believe that a practice should be built around a series of profitable projects, with each project being a profit center in its own right.

Tell — where you deliver great ideas through stories and examples. Show — where you deliver great ideas through a learning process. Ask — where you deliver by asking questions that lead people to your ideas.

Having a customer who values your idea enough to buy it is the fastest way we know to measure the quality of the idea.

— be successful by creating value for others.

Also, never ever have your primary delivery mode on your business card. Every time we meet someone who has ‘coach’ or ‘trainer’ on their business card we cringe. This labels you — unfortunately — as being only able to deliver in just that one mode. You need to establish your expertise above the mode of delivery — and demonstrate that you have the

We want to be very clear from the outset what this book is not going to do for you: