Why Are You in Business? How to Bring More Purpose, Passion + Profits Into Your Company (and Less Freak Outs!)

For a long time in my business, I flew by the seat of my pants. I didn’t have much of a plan, and I just, well, winged it.

action plan

And while being able to “build the plane as you fly it,” is a HUGE strength as a business owner, having a LARGER mission and objective is crucial. Ya gotta know where you’re headed!

And up until earlier this year, I knew what my mission was, but I didn’t have it written down on paper.

I always intended to get around to writing it down, but just never did. Client work, creating new programs, marketing my offerings, attending events, networking, putting out fires, parenting my kids, traveling with my family … all this stuff always seemed to get in the way.

But a book changed my thinking around this.

And I wasn’t able to justify ignoring it any longer. The book is called “Work the System: The Simple Mechanics of Making More and Working Less” by Sam Carpenter and it was given to me by one of my mentors.

If you’re a serious business owner, consider this book REQUIRED READING.

It will shift your mindset around systems and it will probably piss you off because you’ll actually have to do some work around creating your systems.

If you’re anything like me, the arduous process of WRITING this stuff down in a step-by-step process might feel brutal.

I’m a HIGH QUICK-START on the Kolbe Assessment, which means I am LIGHTNING fast at coming up with ideas and beginning them … I just need someone to help me see these ideas through until the end. The “finishing” details literally hurt my brain. It’s not how I’m wired to perform.

Well, this book taught me the undeniable benefits of getting our systems down on paper and integrating them into our daily processes so that the business can be automated as much as possible.

Automation truly leads to domination. The gals in my Cash in on Your Calling Coaching Program will be learning this first-hand from me starting in January 2014 (I’m stoked!). Truly mission-critical work so you’re not getting bogged down by admin-type work that holds you back from focusing on the revenue-generating activities that will GROW your business and your mission.

Know that sometimes you CHOOSE to stay stuck in work you’ve outgrown to stay SMALL and SAFE.

But you are here to grow and creating systems to automate those tasks that can be automated is TRULY the key to your success, happiness and ability to sleep soundly at night.

So, first things first for you … write your STRATEGIC OBJECTIVE this week.

Here’s the one I created for Jenny Fenig Worldwide. You are welcome to model it for your business (I modeled the example included in the “Work the System” book mentioned above). Note the choices I made in wording, tone and energetic intent.


JFW logo

Strategic Objective

We are the gutsiest, deepest personal development and business coaching company for women in the world. We pride ourselves on keeping it real … and keeping it simple.

Our fundamental strategy is to consistently “work” the systems of the business to perfection and to touch the hearts, minds and souls of our clients, customers, fans and partners. We make it easy and fun for our tribe to do business with us.

Our guiding documents are the Strategic Objective, Sacred Operating Principles, and the collection of Working Procedures.

Jenny Fenig Worldwide’s primary offerings are the Business Adventure School, the Cash in on Your Calling Coaching Program and the Live Your Dream Challenge, as well as our weekly ezine “Luminous,” which we are focused on sending to 10,000 subscribers (or more!) per week by the end of 2013.

Through intense commitment to our team members, we will contribute to the success of our clients. The fabulous consequence of having loyal, smart, service-minded staff is superb service to our clients, customers and prospects.

Our business is relatively simple once complexities are taken out of the equation whenever possible. Success depends on refined, strategic communication and organizational processes, a dedicated team, documented procedures, rigorous quality assurance, brand-boosting innovation, consistent and measured marketing, and relentless attention to detail.

Competitive advantages include products designed around the unique needs of our customers, thoughtful customer service that is responsive and consistent, and personal/corporate integrity. We use extraordinarily efficient communication tools and protocols. We constantly refine and improve all internal systems and mechanisms.

To grow, we proceed with an “if we build it, they will come” philosophy, juxtaposed with smart marketing efforts.

Although we tightly direct our operation through guiding documentation, we will modify that documentation immediately if an enhancement can be made to enhance the customer experience and eliminate inefficiency and ineffectiveness.

We segment responsibilities into “expert areas,” and all team members know the scope of their responsibilities and are willing to jump in to assist with other projects as needed.

Primary customer segments are small business owners and women who want to be entrepreneurs, primarily doing business online. Types of leaders we love to help: coaches, consultants, authors, teachers, trainers, artists, designers, intuitives, therapists, experts, speakers and lightworkers.

We help visionaries cash in on their calling, we kick ass … and we are changing the world.


Sending you lots of good vibes as you create YOUR Strategic Objective (or LIVE your objective if you already have one written). Go for it!

If you want to step into your power as CEO of your business, life and bank account, come hang out with me on a FREE call I’m hosting on Wednesday, December 11.


Your business will never be the same once your foundation is set and your mindset is elevated.

As a 6-figure business owner, wife, yogi and mom of two young sons with another baby on the way, I’m often asked how the heck have I created what I have.

On the FREE call, I’m going to give you my secrets and tips so you can create your dream business that funds your ideal lifestyle and allows you to heal the world in the way that only you can.

Click here to reserve your spot now.

Much love,

Signature (Jenny)

P.S. This is the LAST LIVE free training I’m offering in 2013.


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