Hi ,
I was talking to a friend the other day.
He was frustrated — not about clients, but about referrals.
“People keep sending me work I don’t even do anymore,” he said.
“They still think I’m the guy for it… but I’ve moved on.”
As we unpacked it, something became clear.
He wasn’t known for a mission — he was known for a menu.
And because that menu kept changing, people only remembered the last item they ordered.
He had pivoted several times — not around purpose, but around boredom.
From one service to another.
Each time chasing something more exciting, more “him.”
But the outside world never caught up.
We zoomed out.
I asked him:
“What’s the common thread between all the services you’ve offered?”
He paused.
Then we brainstormed.
And as we stripped away labels and tasks, something clicked:
He had been thinking in solutions.
But what he really needed to lead with… was the problem.
Here’s the truth:
Almost every entrepreneur talks in solution statements.
But solutions don’t connect unless the problem feels real.
People don’t care about the fix until they feel the friction.
They don’t care about the path until they’re clear they’re lost.
And clarity about the problem is one of the best gifts we can offer.
Even if someone doesn’t buy, if they walk away thinking,
“Oh, that’s what’s going wrong…” —
you’ve done more than market. You’ve served.
Next email, I’ll show you how I use that same principle to guide every part of my business — and how it’s connected to something a lot more personal.
Relentlessly dedicated to your profitability,
Dr. Kayvon K
Simplifier & Profit Finder
Let's connect: LinkedIn
Meeting: TalkToKayvon.com
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