Hey Reader,

I watched Home Alone 2 at the weekend and I realised it was probably only the third or 4th time that I have watched it.

Shocking right? I mean shocking might be stretching it but I didn't realise that I hadn't seen it loads until I started watching it.

I think that I always start with number one, and then just don't progress to number two. I don't know why as it is a great film!

There's a part where the McAllisters are in Miami in a hotel room waiting for news of where Kevin might be, and they show what they are watching on the tv. It is a black and white film, and it is dubbed in Spanish.

Well, on Saturday for the first time I realised that they are watching "It's a Wonderful Life".

The film came out in 1992, and like I said I havent watched it loads, but I never realised that is was that film.

So think about the creative team getting together and saying "This film needs to be instantly recognisable, what can they be watching that is dubbed into Spanish and everyone will know what it is" and that's what they went with.

Here's the thing - they assumed that people like me in Lancashire would know It's a Wonderful Life like it was on tv every Christmas in the early 90s.

But it wasn't part of my life until 2020.

I get it, it does make sense. And I don't know why it was some big deal that I only just realised that this was the film they were watching. Maybe it's just that I didn't realise it and felt a bit silly?!

But there is definitely something to learn here. No matter how obvious we think things are, we can make no assumptions that any of our audience a) know what we do or b) that we have something available to buy.

I've had so many people get in touch asking about the membership since we closed cart. Same with the retreat. People are busy and will get round to it, yada yada.

So, in lieu of any assumptions being made, here is what I do and how I do it.

1. I work one to one with business owners to create or refine their business mission, vision and values to then set and work towards their Big Hairy Audacious Goals. My 1:1 pricing starts at £1,500 and is bespoke to every client.
2. I hold space for entrepreneurs to Do the Effing Work they need to to run, grow and scale their business consistently through my Do the Effing Work Membership and Do the Effing Work Camp [camp pending!]. The membership starts at £44 per month for Spark or £444 per month for Bolt.
3. I host luxury one day and multi day retreats focused on business growth, goals and good food ;). The retreats start at £500 for the Alldayer (1 day), or £1,800 for the Overnighter (3 nights, 3.5 days).

I also do ad hoc things when I feel like it coz otherwise life gets boring.

If you want to know more about any of these things, reply to this email and I will tell you.

So here is my question to you, Reader. What assumptions are your clients or potential clients making from the information you're putting out there.

Let's get specific. Use normal every day language and tell people what you cost.

Stop speaking in a foreign language and blocking sales at every turn.

Speak soon

Zx