Every business is based on an idea, and the more compelling and clear the idea, the stronger the sell. As coaches and consultants, the biggest question we need to ask ourselves is what our compelling idea is? What are some classic examples of clear and compelling ideas, and why do the same rules apply to expert businesses? What are 4 ideas that businesses are all based on? What are some of the signs and symptoms that our ideas just aren’t clear enough. On this episode, I talk about how to come up with a business idea that will move your target customer to want to learn more, and why the quality of our idea dictates to a large extent how high our ceiling of success is.