What's your ideal client's current state of mind?

No matter where you are in life, we're all human, and all humans are constantly motivated by two primary directives. We always have a situation that we're looking to get away from or improve upon, or we have some big ambition that we're in pursuit of and we're just trying to figure out how to get there. Knowing this, as a business owner, all we're ever really doing with our clients and prospects is taking them on a journey.

Today, I'll walk you through my approach for trying to orchestrate this journey for our clients and prospects, using a framework called "escape and arrival".