How to Create Purposeful Promotions During a Pandemic.

Purposeful Promotions in a Pandemic.

Here are some simple ways businesses can communicate the essence of their brand to drive new acquisition or retain loyalty when resources are limited.

In the world today, plenty of people are strapped for cash. The Coronavirus has left quite the trail of destruction and business owners have been longing for the light at the end of the tunnel for a few months now. In a matter of days, millions of people lost their grip on what they thought was their future.

When it comes to surviving life in general, consistency, direction and adaptation are usually rewarded. The same can be said in business. Nearly every company faces a wall of adversity as some point in time. In reality, most fail before they even get started because the company isn’t built to survive. Getting a business off the ground and keeping it running is no easy task.

Because of this, nobody should run one without proper training, adequate experience (competence) and a vision that means something. Far too many people look to launch for the money and autonomy. But they quickly find themselves in over their head. No matter how coveted a product or service is, the brand and the experience is what keeps customers coming back.

In a time like this, not everyone has to fail. But if you’re focused on duplicating other entrepreneur’s efforts and following guides created by salesmen then it’s going to be an uphill battle. Nobody likes to select from a “bucket of options” or be sold or told what to do. Inexperience can be devastating during unexpected periods of time – like a pandemic.

The reason I bring this up is because there are tons of operations out there that could be winning right now instead of sitting on their hands. Just because you’re experiencing limitations doesn’t mean opportunity doesn’t exist. There’s always a chance to get in front of someone that’ll value your brand.

Brand Equity Can Be Built During a Pandemic.

It doesn’t take a lot of time and money to interact with consumers right now. For the most part, all you have to do is see what’s trending. Over the past few months, nearly everyone has been online, surfing for the latest delicacy or indulgence to keep them entertained. Discussing what everyone else is can be an easy way to build brand awareness. At the same time, it’s fairly cumbersome – and why would you want to do what everyone else does?

Understanding Your Customers Makes a Big Difference.

One of the best and easiest and most effective ways to market a brand is to understand your ideal target customer. If you don’t carry a passion for who you are, what you provide and who your customers are then.. that’s a shame. Knowing who you serve best is an immense advantage. So how is the process of understanding a marketing strategy? Well, what do you think the result of having quality conversations with your customers would be?

Asking people about their preferences or if there are ways you could do business better are good ways to strengthen relationships during tough times. Any form of genuine communication should be received well right now. From the consumer’s perspective, your actions speak volumes. They take note of businesses that continue to pursue their target market, even in the midst of loss.

Let the Market Understand You Better.

At the end of the day, authenticity is the best way to promote with purpose during a pandemic. Everyone is going through something right now. If you haven’t learned anything since March, then you’re probably doing something wrong. Listen, if you’re worried about the business, then you’ve got to let people know.

Hiding behind your desk or crossing your fingers that things turn around is a bad strategy. Have some humility, get in front of a camera and look for ways you can be transparent and authentic with the current state of the business. Plenty of people are looking for things they can identify with right now. Why can’t it be your business?

Maybe you’re dealing with relational problems or you had to let go of tenured employees for the first time. Maybe you’re struggling to adjust to a work-from-home environment. Maybe you’d like to share some of the curveballs you’ve faced thus far and how you’ve overcome roadblocks throughout. Maybe you want to honor someone from your staff or jump on a podcast with an affiliate company.

Talking to people about real people things build real relationships. Moreover, when you’re able to be vulnerable in the public eye, consumers are able to see your heart and the passion you have for the business to thrive. People want to believe in leaders like that. Raw, uncut content from a time of struggle can be extremely powerful for your brand.

Promotional Purpose is So Important.

So if you’re looking for ways to publish purposeful promotions during a global pandemic, just keep it simple. Show your true colors and discuss unique topics that set you apart from your competition. There’s no need to turn to desperate measures for short term relief when the longevity of your business is vital to your success.

Never lose sight of your big picture and always leverage your identity. Constantly being consistent (constancy) and building an open community establishes and sustains loyalty. If you don’t want to return to the workforce for less pay than before you started, then you’re going to have to dare to be different. An unwillingness to survive simply tells me you never had a true purpose to begin with.

Be purposeful with everything you do and always remember to PreFocus. info@prefocus.solutions.

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PreFocus Updates: True Branding Derives From Patience and Consistency.

PreFocus Updates: True Branding Derives From Patience and Consistency.

Slowing Down, Not Complacency, is Forming My Brand Identity.

When it comes to building a business, one of the most difficult things to embody is patience. As a visionary, I’ve always gotten sucked into my end goal and detoured by possibilities along the way. But you have to realize at some point that consistency (or constancy) wins the race. While every experience is dense with fruit, rushing things can sometimes be costly. This is why I’m so passionate about branding. The thing is, you have to build things the right way, if you’re really for the consumer.

A Little Story For Big Perspective.

Many business owners eventually find themselves putting on the same golf course over and over. While they grow tired of the stagnancy and repetition, there is a sense of comfort there. They know the clubhouse manager and routinely visit with the same people – the common folk that rarely challenge them to try anything new. There’s a relativity there that allows a sense of satisfaction to reside. It causes many to become complacent or even feel like the ceiling has been reached.

What ends up happening is they start skipping holes that they’ve become bored with. They stop playing the whole course and start to forget the whole reason why they started playing. The people around them tend to downplay their desire for a purpose and passion. They start to doubt and even settle for what’s seen as “enough.” There’s not really a standard there because they’re just winging it. But no matter how many holes-in-one we sink outside of our element, something will always be missing.

Now, many of you may not understand this analogy – or what I’m even referring to – and that’s OK. I’ve realized who my ideal client is and where they need to be in order to value what I bring to the table. Those that want to charge course will. The element of branding is who you really are and what you want your customers to experience. Don’t you see? They’re your marketing team.

Before You Combat a True Brand Identity.

Proving myself to those that disagree with an intentional identity that withstands external refinements is a waste of time. You may be able to make money but the grass isn’t greener. People are always eager to boast that making money online is easy. That there is a way to market a bad product or solution and still sustain the business. I’m not arguing with that. But if you have a purpose and an element of value you’re marketing, then you shouldn’t go about it this way.

Reaching for attention and sales pitches can never compete with reputation. The fact of the matter is, you (as the business owner, CEO, founder or president) really ought to be set out to accomplish, improve or supply something of value. Millions of marketers will tell you they can get you leads now but are they quality leads? If you offer a genuine, premium service, why pigeon hole yourself? No matter what the argument is, products and services should be provided or manufactured for the consumer.

Although I’ve been studying unethical advertising since 2006, it’s still hard to tell where we went wrong as a society. For whatever reason, marketing has turned into a sale. Corporations no longer aim to serve but to persuade. Quality and value has essentially been replaced.

Be Patient, I’m Getting to the Point.

My whole thing is, why compete here? Why try to garner attention or follow trends to funnel leads? Why partake in a look-alike competition? If you have a genuine purpose or passion behind your business, then you will stand out. There’s no need to listen to those that are chasing the money. Far too often, business owners with a real vision get sucked into distractions as well. They believe that they have to do what their competitors are doing in order to remain alive.

Not only are those of you with “big ideas” distracted by the marketplace, you’re also misled by marketers. Like I said before, millions of people are trying to sell business owners and CEO’s on their “idea” of marketing. The sales pitch oftentimes works here too. But the reason why so many companies are unable to reach their goals after coming to market is simple. They forget why they started. They don’t understand that brand establishment takes time.

Working with someone who’s willing to set them up for success while earning their trust and respect is important. Far too often, companies chase the revenue or listen to bad advice to get ahead. They put the buggy before the horse or chose to go after demographic audiences instead of patiently waiting for their ideal customers to find them. Many of you need results now – I get it. But if you’re really providing value and there’s a purpose behind your business, then customers need to know this about you.

Consumers need to view you as something and understand your promises. They need to be able to recognize your experience and know what to expect consistently. Shortcuts rarely result in sustainability. If you truly care about your customers, you have to be patient with the process. You won’t have anything to prove if you falter before you even get started.

How Direction, a PreFocus, Has Guided My Business.

Why would I take on a client for SEO services when they don’t value quality work or they have unreasonable expectations? Why set up a cheap PPC campaign or build a website for $1000 when it won’t really drive results? Why design a newspaper ad when a company could garner a higher return on Google ads? Where is my integrity if I forget what I stand for? How will people ever trust my insight when I partake in projects that aren’t fruitful just to get by? Even though I know I could do a good job, it’s not the point.

The point is, I know I bring so much more to the table and you probably do too. Every time we chose to be complacent, our brand suffers. Chasing the buck never got me anywhere. Standing for what’s best for the business has. Sometimes, saying “no” has cost me a lot of money. But it’s allowing me to create a consistent experience that decision-makers can trust and rely on. Today, I know what type of client we help the best. I know for a fact that waiting on them instead of giving in to make a little money is far more fulfilling.

My business partner and I are even getting phone calls from previous clients that we previously fired. They now understand the value and purpose behind the things we do. They know that the little things are important and are willing to have patience with us as we get them back on track. While we’re still faced with some conflict and kickback from clients, we know that our consistency is important.

If we want to stop going down the same paths or playing the same courses we hate, then we have to remain in our element every day. Reminding each other of this is essential. My goal is to one day direct a Super Bowl commercial. I’m not going to get there by managing 15 PPC campaigns and getting websites to page 1 on Google.

I’m going to get there by helping companies communicate their brand with a message that resonates with their ideal audience. Those that are looking for help here will eventually find me. However that may play out, I’m willing to wait. In the meantime, I need to continue documenting my journey and staying true to the same vision. Consumers deserve to know who can provide them with real value.

founder of prefocus jordan trask directing client during branding photoshoot for purpose and passion in phoenix az consumer audience

Applying Business Growth to My Everyday Life.

I mention all of these things because I’m constantly reminded to remain in my element and be patient. Every day, I’m faced with a number of challenges that could be better if I skipped some of the steps I’ve strategically laid out over the years. But I know that doing will take me off-track. Honestly, I don’t even know if I’m ready for certain advancements in my life right now.

While all of us would like to move faster, it’s always good to stop and smell the roses and see where the real opportunity lies. For the first time in a while, my family and I are enjoying the fruits of our labor. I’m especially grateful to have what we have during a global pandemic. We’re extremely blessed right now.

Not only do I have foundational partnerships and clients that lean on my loyalty, but I have a family and a wife that needs me a present as possible. I mean, we’re expecting our 6th child for crying out loud. All of this is a part of my branding and I need to be consistent here too. Staying mindful and doing what’s best for everyone is what my company is all about.

If You’re Struggling, Try to be Smart.

You see, chasing things because someone else is – or because someone else tells you to – is rarely advantageous. Many times, we get in our own way. We have this desire to knock down all of the dominoes fall when they’re not falling accordingly. But I urge you to try a few new courses. Explain your ideas and the vision of your culture to more people in new places.

Don’t allow complacency to sneak in. Build a brand that means something. Especially if your product or service is meaningful! Don’t allow narrow minded people to detour you. Find help piecing together your goals and find ways to create small wins in order to drive momentum. 

Building a company from an idea is hard, I know. I have a lot of regrets myself. But as cliche as it sounds, grow through what you go through. When you’re vulnerable throughout, the public knows you care. We’re all human here so show your heart. Create an aura around the business. This is branding. An ability to harness a purpose and communicate a value is more important now than ever before. Everyone is trying to sell something online because we’re all home.

Anyone is now a marketer with the magic touch. So stop looking for sales to win and build a brand that lasts. It may be a tough time to be patient because of COVID-19, but the fruits of a PreFocus are worth it.

“If you want to live like no one else, you have to be willing to live like no one else.” 

– Dave Ramsey

PreFocus Updates: Things Are Still Foggy But the Vision Remains Clear

PreFocus Updates: Things Are Still Foggy But the Vision Remains Clear

Unlike what most business coaches and “experts” will tell you, building a quality business is tough. While society seems to be obsessed with selling, I’m in the business of creating intrigue and real experiences in order to help my clients establish a reputation. No matter how good you are at persuading people, sustainability isn’t attainable without a sense of value. While it may take a while, it’s easier when your vision remains clear no matter what.

Look, anyone can start a business and publish a website. But it doesn’t mean they’re competent. People that are good at sales tend to experience quick success that’s normally short-lived. It’s why customer service has escaped the realities of most CEO’s. Proving you can close the customer is rewarded in today’s world. It’s how scams are birthed. The thing is, people can’t seem to figure out why they can’t keep winning or why a better option always comes a long. Well that’s what happens when you set yourself up to be viewed as an option.

Recognition is More Than Being Seen.

When the leaders of companies aren’t in tune with the actualities of their craft and the customers that need it, they usually scramble to hold things together. When they stick to the purpose of the business and a definitive set of values, consumers are drawn to them. While the entirety of what I see as “The PreFocus” isn’t completely tuned yet, people are starting to understand what it is that I’m set out to solve.

As you may have read in my last PreFocus update, the cloudy desire to be appreciated and respected can get in the way of a lot of people’s success. As human beings, we tend to look for ways to prove our worth or sell ourselves instead of harnessing who we are and what we’re really good at. Chasing revenue and an ability to accomplish a number of tasks doesn’t help anyone attain their vision.

If anything, it creates stagnancy and complacency. When we’re not living in our element, we falter out of desperation and wonder why we’re not appreciated. But the fault lies solely on leadership or management. Marketing isn’t a sale, it’s a first impression and potentially an experience.

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A Consistent Vision Will Eventually Win.

When the vision remains clear, people take notice. While it’s been exhaustingly difficult to off-board previous clients, build out exit plans and transition my brand understandings – I know it needs to be done now. Proving myself and completing challenges just isn’t getting me any closer to what PreFocus inevitably will be. But it doesn’t mean I need to be ashamed or feel unaccomplished for mishaps. It means I’ve learned a lot and I need to share this in hopes it’ll help people like you further charge your unique value.

I’ve always said, building a brand takes time. All kinds of people want to tell you how to fast track success and overcome the obstacles they faced but it’s the journey that defines you. The process defines your business. Like I mentioned before, reputation is everything. If you continue to pivot and attempt to sell something totally different until something sticks then you’re not allowing yourself to be known for something.

While I can regret some of the decisions I’ve made, I’ve come to realize that throughout every initiative I’ve provided, PreFocus has been prevalent. I haven’t wavered and I take pride in that. Whether I’ve managed a PPC campaign or a total website rebuild, we’ve remained invested in brand understanding while ensuring our client’s vision remains clear.

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Small Wins Distract You From the Bigger Picture.

Unless there’s an obvious manipulation present, there aren’t many businesses that last a decade because of a strong sales pitch. If I can’t get business owners and CEO’s to understand the importance of brand clarity, then sustainability is a pipe dream. Not only should I let the company know this but I shouldn’t be a part of their strategies if they aren’t willing to set themselves up for success. I now know if I continue taking orders, I’ll simply set myself up for failure.

Up until the beginning of 2019, I started to see my goals becoming obsolete. Even though they remained the same, the passion was going away. Some of it was impatience and some of it was flat out doubt. Since people didn’t quite understand what I was building, they didn’t see the value. I let their lack of clarity impact mine and working for myself seemed hopeless.

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At the end of the day, I was spending so much time educating people on basic marketing fundamentals that I got away from the reason why I started. I was attracting people that just wanted to do something, not necessarily build a brand. It wasn’t until I made changes that I started seeing results.

Walking the Walk Will Bring Results.

This past month was our most profitable month to date – and I’m pretty sure I said the same thing in my last blog. Since I was thinking too much about what didn’t transpire, I was missing opportunities to achieve. Now I refuse to look back. At the same time, I have to face everything with an open mind and understand where progress can occur. When you’re committed to a vision, it eventually becomes clear.

Facing facts and looking at yourself in the mirror is one thing, but implementing a plan is another. This is where I can help. If you find yourself losing passion for the business that you once couldn’t stop talking about then you have to make a choice. You can either continue listening to the people who will never value what you’re laying down or you can focus on a message that helps those that do. The ladder will set you free.

With that being said, you have to realize this goes against the marketing grain today. But while everyone bases their performance on immediate results, know that your commitment towards one goal will keep you on track. As you continue to reach milestones, others will turn to you for advice. While they’re changing careers, you’ll be scaling your business model. It just takes time.

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Be Patient and Success Will Come.

Far too many new business owners and start ups feel like they need to make drastic changes when their thoughtful ideas aren’t grasped right away. Society tells you everything is about immediate results. That you’re only measured by your latest accomplishment. Well, I disagree and I believe I’m living proof. From someone who went from making $8,000 take home in the first year to being on pace for $200k in year 3, I’ll be the first one to tell you to keep your head down.

Find a coach, mentor or marketer (not an amateur) that’s willing to understand what you’re really set out to accomplish. Reboot that passion that might have gone dormant because you’ve been drowning while chasing revenue. Publish content that only speaks to those that will appreciate your purpose. Stop overthinking your worth. Put a price tag on it and stick to it. Know that bending what needs to be done can cause you to break. If you stick to the process, it’ll eventually pay off. Since i have 5 kids (4 girls) it’s kind of like being a parent.

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Until the final product of PreFocus is complete, I’m going to keep pushing towards everything I’ve worked for. Why would I do anything else? Once people see my consistency and understand I’m not going anywhere, they’ll start to look into the actualities of my offering. Until then, I want to keep encouraging you to be the best version of yourself in order to ensure your vision remains clear.

At the end of the day, you’ve got a legacy to uphold.

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PreFocus Updates: The Past Few Months Have Been Tense.

PreFocus Updates: 2019 Has Been a Tense Year.

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As I continue to build out my company and look for a soft place for PreFocus to land, I’ve come to realize my goals and aspirations continue to evolve. Things I once viewed as important are becoming vague memories as we trek forward qualitatively. While partnerships and clients have fueled growth, a commitment to the process has allowed me to continue understanding things from a real perspective, my own – not those you read about and take notes on. When it comes to running a business (or three), experiences are always going to carry you forward. If you’re unable to analyze and understand setbacks or downfalls, you’ll never be able to overcome.

As soon as you think you’ve got one need filled, the bottom falls out and you’re back to square one. No matter how many milestones you reach, a new set always awaits your pursuit. The things you learn and experience along the way will inevitably lead you in the right direction you if you allow them. I was reading a book called “As A Man Thinketh” while my family and I were on vacation and James Allen does an amazing job of painting this picture. There are too many quotes worth referencing so I’ll go ahead and urge you to read it for yourself.

Nonetheless, I took away that far too many of us ignore the actualities of our being in order to hide our deficiencies. We actually work harder to mask than uncover. Ignoring what could eventually drive us into the ground is pure ignorance. Growing through what we go through is the best way to sustain whatever it is you’re building.

Don’t Be a Distraction, Make Things Happen.

Those that call out or demean others for being vulnerable are simply jealous they’re unable to get in touch with themselves this way. But this isn’t just an interpersonal thing, the same can be said for business. You may think your customers don’t care, but they want to know what you’re really up to. They want to know who you really are and what you’re really like. Not just on the good days, but the bad ones too.

Whether you’re a new business owner or a successful CEO, you’re just another human being with flaws. Taking advantage of the lessons you learn along the way and sharing them is a powerful way to eliminate the barrier between the consumer and the business.

Why I’m Doing PreFocus Updates

I wanted to start publishing updates on what’s going on with my companies so people know I’m serious about what we’re building. Over the years, many people have told me it’s extremely difficult for them to understand what it is exactly that I do. They understand what I’m saying, but they aren’t understanding how PreFocus is packaged. But this isn’t discouraging to me, it’s encouraging. I want to know how I can be better and serve better.

PreFocus means so many different things but derives from the same purpose: to market better. So over the past few months I’ve been working at this. Slowly, surely and never haphazardly. The continued success over at Bluesoft has allowed me to remain busy and profitable while doing so. But it doesn’t mean I haven’t faced a number of setbacks since the new year rang.

What I’ve Been Able to Learn Through in 2019.

The beginning of the 2019 was kind of crazy. My business partner (Nate Seeley) and I had just signed two more big clients and our pipeline was full. Before I knew it, I found myself sacrificing family time in order to make it work. Although I have an agreement with my wife to not work overtime or on the weekends, I got a pass because of a life event that was closing in on us. We were expecting our 5th child the first week of March and I was on a mission be be completely present by then.

The first quarter of 2019 also provided me with a unique opportunity. Ever since I started working for myself in 2016, I’ve been chasing consecutive $10k months. As our momentum continued to surge, I was determined to experience these profits before the baby came. Even though I hit this goal and profited nearly $30k before little Selah was born, I wasn’t able to sustain it. You might immediately think it was because I had less time of my hands, but you’re wrong.

Nearly every relationship we fostered up until that point wasn’t sustainable. The clients we took on were looking for employees to hand out their tasks to. The PreFocus element of the business model became lost as we sought out ample contractors to fill client requests. The overwhelment of not being in my element caused me to accept things I normally wouldn’t. Honestly, the way some clients were treating us was blatantly unacceptable. But when the money is there, it’s easy to “ignore” it, right?

By the time the baby came, I was exhausted. But the plateau allowed me to sit back and analyze everything that was going on. It was time to be real with everyone about what we were experiencing.

I have to Remind Myself I’m Invested in Quality.

When I partnered with Nate to evolve Bluesoft, we promised each other we’d commit to quality with opportunistic and purposeful strategies. By mid-March, we found ourselves in the middle of far too many projects that didn’t fit this mold. Without going into too much detail on how disadvantageous this was (due to the amount of experience we had), I’ll keep it simple. We ended up off-boarding (or firing) a handful of clients that didn’t value quality work – and that, quite frankly, weren’t pleasant to work with.

Like I mentioned in a recent article about the value of quality, you can’t always expect people to believe in what you know until they see it for themselves. Instead of continuously seeking appreciation and trying to educate our clients for free, we decided to hit the reset button to a certain extent. It’s been liberating and highly beneficial for everyone involved.

I want to make one thing clear, we did not give up on anyone. We volunteered more than enough time to help them set up an account on Upwork and transition their strategies to new marketers. But the relationships just weren’t meshing with where we’re going, or where we knew we needed to be. But it wasn’t just clients that got the boot. We had to finally come to terms with a marketing partnership that just didn’t make sense. Even though we were receiving a few thousand dollars worth of monthly business, our process and time just wasn’t being respected.

It was hard because we invested a lot of time into this relationship. But realization set in and we found ourselves using the invested time as an excuse. We had to cut the cord in order to progress. The entire time, we were essentially hoping for the best instead of acknowledging it was just never going to work. The type of product and service we want to provide was never going align with the quantitative methods used and we knew it. At the same time, I’ve never really been in business to make friends. Which reminded me, passion isn’t a weakness. 

Self Examination Applies to the Entire Culture.

In the end, watching time pass while working harder wasn’t the solution. If we wanted to surpass the goals we already reached, it was impossible without a quality team. There just aren’t enough hours in the day. Seeing this also forced us to realize our employees and contractors were holding us back as well. Long story short, since baby #5 joined my family, I’ve held more interviews than I’ve been on. And let me tell you, before I started my business, I went to a lot of interviews.

We had to let go of a project manager we’ve paid nearly $40k to over the last year. We’ve implemented KPI’s and completely revamped the way we go about recruiting. Investing in the person and not their experience means something totally different to us now. Communicating this commitment to our clients has them excited. This shows them we care about them, not about decreasing our costs. Those who’ve respected us throughout now know our standards mean something. That’s what people want from a company claiming to foster growth.

We understand that in order to position PreFocus as a premium entity, we have to posses a premium team in order to execute at a high level. We can’t do it all anymore. This is why establishing Bluesoft comes first. There’s no need for me to sell my ability to piece together a brand if the implementation doesn’t have the same standards. That’s not quality and I’m OK admitting that. Up until a few months ago, the stagnancy has been our fault. The way we’ve been treated has been our fault. But we’re owning it and using this to make the business better

While it might be easy to point the finger at less experienced people, we inevitably hold the reins to the business. This is what we want to help business owners understand. It’s not always the marketing teams fault you’re not converting prospects. The element of culture has always been important to us. At the same time, we have to understand not everyone will work out. But it doesn’t mean we failed.

We have to commit to finding the right people and set the expectations better. It’s how all businesses should view accountability I have to remember what PreFocus means. I have to stay committed to my vision and not just what provides for my family. We’ve have some very difficult conversations over the past few months, but it’s been liberating. I have to remain humble and patient throughout the process. We know we’re on the right track because it feels right.

Don’t Be Afraid to Share Your Original Revelations.

We’re not trying to hide behind a make-believe persona or act like we have everything figured out. We want you to know we’re in for the long haul – and that requires a few hiccups along the way. Documenting the journey allows us to add substance to the story. Although realizations and pivots can be tense, they provide a fruitful harvest for those that learn from them.

Despite my personal profits decreasing 20% since April, I’ve been able to cut my work hours in half. This has allowed me to avoid daily drama, spend more time with my family and start marketing my business again. This blog is a prime example of that. I look forward to continuing the discussion behind PreFocus. I truly believe we all have a journey worth sharing.