I was no longer a stepping stone, a touch point in the complex process, I was the bridge that customers needed to cross a critical gap. The strength of creating a process grounded in the customer’s emotions meant it had value and nobody could mimic or argue with that: my inner drive and beliefs directly connected to the dreams and hopes of my customer, only something I knew.
My process has shifted, I never talk about translation, I talk about the dream that my negotiation process will help them to live.
With my story and product repositioned, I now confidently communicate and stand differently in the market, both with partners and alliances, and with customers (prospective students) too. I’m connected to them with a stronger business process that supports my way of doing things and allows me to work more effectively with others. By taking that step back and thinking about my purpose, I was able to understand the passion I had to make that person’s life different with the support I gave them into higher education; I had lived it, lived their fears and that desperate want to get admitted to and experience an education abroad. I’ve now launched my communications strategy focused on stories of the lives I’ve changed, of those who have successfully reached their university following the emotions of my successful avatars – and I could not be more proud of myself and my team.
One piece of advice I would pass onto another female entrepreneur:
Consider how your values fit in and help you make the decisions you have made. There is a lot of power in using this as a way of thinking differently. I had nearly given up and I couldn’t see a way to get myself out of the rut. However, the connection with my purpose and with that of my company gave me a call of duty to my avatar, wanting them to have the experiences and opportunities I had. Every time I lose confidence now, I picture my avatar and the value I can bring them to push myself to do whatever it takes to enable their life changing moment. I would like to especially thank Julie and Wyseminds, who guided me through the mist and let me discover how purpose and beliefs could help access a world that one had never seen before.