Dear [Name],

Hopefully, you have taken my advice from step 1 and identified your Just Cause. Today, let's explore step 2 of our process: Identifying Your Hedgehog Concept.

Inspired by Jim Collins' "Good to Great," the Hedgehog Concept is about finding the intersection of three circles:

1. What you can be the best in the world at?
2. What drives your economic engine?
3. What you're deeply passionate about?

Here are some broad and simple examples of bringing this concept into your practice. Each combines a specific passion, a potential area of excellence, and a clear economic driver, aligning with the Hedgehog Concept framework. The key is to choose the one that best resonates with your firm's core values, strengths, and market opportunities.

Simplifying Wealth for Generations

• Passion: Making complex financial concepts accessible to everyone
• Best at: Translating intricate financial strategies into easy-to-understand plans
• Economic engine: Long-term client relationships across multiple generations

Tech-Driven Financial Empowerment

• Passion: Leveraging cutting-edge technology to enhance financial decision-making
• Best at: Developing and implementing proprietary AI-driven financial planning tools
• Economic engine: Subscription-based access to advanced financial technology platforms

Sustainable Wealth, Sustainable World

• Passion: Aligning financial growth with environmental and social responsibility
• Best at: Creating high-performing, ethically-focused investment portfolios
• Economic engine: Attracting socially conscious high-net-worth individuals and institutions

Small Business Financial Catalyst

• Passion: Empowering small business owners to achieve financial success
• Best at: Providing comprehensive financial strategies tailored for small to medium enterprises
• Economic engine: Revenue from business advisory services and financial product recommendations

Retirement Reimagined

• Passion: Helping people create fulfilling and financially secure retirements
• Best at: Developing innovative retirement planning strategies that go beyond traditional models
• Economic engine: Fees from retirement planning services and management of retirement portfolios

Identifying your Hedgehog Concept allows you to focus your efforts where you can truly excel, make strategic decisions with clarity, and differentiate your firm in a crowded market

We can guide you through the process of discovering and leveraging your firm's unique Hedgehog Concept.

Interested in finding your firm's focus? Let's schedule a call to discuss.

Prefer a classic approach? Let's schedule our meeting the traditional way. Simply reply to this email with a few time slots that work best for you, and I'll pencil us in.

Best regards,

Heath Jackson

CEO & Founder of TruGrowth Consulting