I teach marketing at a local university, and this week I was talking to my students about Ansoff's Marketing Matrix. In this structure, he identifies four ways that you can grow your business.

1) Sell more of what you're already selling to your existing customers.

2) Sell more of what you're selling, but to new customers.

3) Develop a brand new product and sell that to your existing customers.

4) Sell a new product to a new group of customers.

Of the four strategies, that last one, diversification is really hard to do because you're in uncharted waters with people who don't know and love you. So my recommendation if you're ready to grow, figure out whether you have a product that has broader appeal and you just haven't introduced people to it, or if your current customers are ready for something new.

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Whether you’re running a business, managing a nonprofit, or just trying to share your message with the world a good story is the key to connecting with people. Stories bring ideas to life, giving them color and shape that facts and figures alone just can’t match. That’s why I was so excited to chat with Shaté Hayes

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She is a creative strategist with a fascinating background as a professional dancer and choreographer. Her career has been built on crafting stories—first on the stage and now as a tool for business leaders looking to inspire action. Our conversation was a wonderful reminder that, whether you’re working on a stage or in a boardroom, storytelling is one of the most powerful tools in your toolkit.

Here are the key takeaways from our chat:

1. Start by Collecting Your Puzzle Pieces

Before you can craft a great story, you need to gather all the raw materials. Building a story is like assembling a puzzle—laying out data, testimonials, and even permissions to use specific anecdotes. The more pieces you collect, the easier it is to see the full picture and decide what’s most compelling.

1. Choose Stories That Align with Your Purpose

Not every story or element you collect will make the cut. Pick stories that reflect your business’s core mission and goals. Think of it like packing for a trip: you don’t need to bring everything, just the essentials that will get you where you want to go.

1. Focus on the Human Element

Some of the most impactful stories aren’t about big numbers or dramatic events—they’re about small, relatable moments. Look for human moments that connect people, it is not about a bland testimonial of how they liked working with your, but a compelling explanation of how you helped them solve a problem and how that felt for both of you.

1. Tailor Stories to the Right Platforms

From Instagram Reels to LinkedIn posts, stories shine when they’re shared in a way that fits the platform. Shaté reminded me that we don’t need to be everywhere—just where our audience is—and to play to each platform’s strengths, like video for TikTok or text posts for LinkedIn.

1. Every Business Has a Story Worth Sharing

Forget the myth that stories must be extraordinary to be meaningful. Even seemingly simple experiences—like how you overcame a challenge or found a creative solution—can resonate with your audience. It’s about being real and relatable.

In this episode, I sat down with Johnny Cooper to tackle a big question: Who is your ideal client? If you’re like most business owners, you’ve probably wrestled with this at some point, worrying about whether narrowing your focus means missing out on other opportunities. Johnny, who runs the popular community Johnny Hates Marketing, had a refreshingly straightforward take on the subject. With his British wit and practical insights, he laid out a simple approach to targeting the right people without overcomplicating things or getting stuck in “what-if” thinking.

Here are the big takeaways from our conversation:

1. The Value of Defining an Ideal Client: Aiming to please everyone dilutes a brand’s appeal. Instead, identifying a specific group with distinct needs creates a stronger, more targeted message.

2. Overcoming Fear of Exclusion: Business owners often fear losing out on clients if they narrow their focus. Defining an ideal client doesn’t exclude others—it simply helps businesses attract the most compatible clients. Adjustments can be made over time if necessary.

3. Johnny’s Three-Legged Stool for Ideal Clients: He outlines three essential traits for an ideal client:

   • They have a pressing, significant problem you can solve.
   • They are visible or identifiable by certain markers, making it easy to connect with them.
   • They have the financial means to invest in your services.

4. Simplicity in Targeting: Take a straightforward approach, avoid over-complication and make adjustments

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