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Episode #258
Stacy Ennis

Why Every Consultant Should Write A Book (& How To Do It)

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Summary

As a consultant, why should you write a book? What does it do for you? In today’s episode, Stacy Ennis, the CEO and Founder of the Nonfiction Book School, shares the internal and external benefits of writing a book. Writing content incurs your expertise in the area, but the internal benefits are the driver beyond the writing process. Stacy talks about how you can write a book and explains why consistency and frequency are essential. We may encounter writer’s block along the writing process, but if you tune in to this conversation, you’ll learn how Stacy deals with it and even how you can structure your book. Hit that play button now to hear more of Stacy’s insightful wisdom!

I’m very excited to have Stacy Ennis joining us. Stacy, welcome.

Thank you so much for having me. I can’t wait for this conversation.

It’s going to be fun. Stacy, you are a consultant and an author. You’re also the CEO and Founder of the Nonfiction Book School. You train leaders at Starbucks, Boeing Company, Intuit and many other organizations. You’re also an avid traveler who’s moved around the world with your family. We share a lot of similarities in terms of passion and love of the world and traveling. Why don’t we start there? I’d love to know how your travel shaped both your personal life and how you think about business and the work that you do.

I was born and raised in Boise, Idaho in the US. It’s an amazing town but it’s very homogenous. I felt like my life was very much laid ahead of me from the examples of other people in my community that I saw. When my husband and I moved to the 1st of 4 countries that we’ve lived in outside of the US, I feel like I went through a complete change as a person. I challenged the mindsets and beliefs that I held. I learned how to be courageous, take risks, grow and be uncomfortable.

Moving to a country where you don’t speak the language is a very uncomfortable thing. We lived in an area of Santo Domingo where most people didn’t speak English. We weren’t in a tourist area. I grew so much from that. I also realized how confined my world was. The thing I’m so grateful for before that is I had so many worlds opened up to me through reading. I was a voracious reader as a child. Something about that and the exploration I did on the page did help me when we moved to this new setting.

A lot of people are not successful living in new countries. They are gone within a few weeks to a couple of months. The reason that we were able to stay and immerse in the culture and then in the next culture in Vietnam, Thailand and Portugal is that I was open and willing to try something new and embrace a new culture. Being open also means being willing to be changed even in a very core way. I shifted so much in every aspect of who I am as a person. My values remained but the way that I saw the world was flipped in that first experience living abroad.

For the consultants and people that are reading this who are thinking, “I’d love to spend more time traveling and live in different places while I’m running my business,” are there maybe 1 or 2 things that you think, “You need to pay attention to this. This is one area that is 100% a must consider or an area to prepare for?” Any advice around if you’re going to be successful and traveling and running a business at the same time, these are the things that you need to look for or pay attention to.

When writing about something, you're establishing your expertise in that area. A book is the pinnacle of that content anchor of expertise and opens the door to keynote opportunities. It drives potential clients in your direction. Click To Tweet

There are two versions of people that do this abroad thing. One is the digital nomad that moves a lot, moves from place to place, is able to travel, bring their work with them and still be productive. That is not me. It is not our family. We need a lot more stability than that. There’s this other person that either travels long-term, slow travel, where they’re in a place for 6 months to 1 year, even 3 months or move as we have. That is more about immersion than trying to fit a lot of things or staying in places for short periods.

Learn that about yourself and understand how travel impacts you. Sometimes whether the ideal that you have is how you function best. I had an ideal of moving and doing the nomad thing before I had kids. I learned about myself that I prefer slow travel, being in a place and getting into the community. That has been huge in adjusting to a model of living and working that works for me. I would say the same for anybody that aspires to do something similar.

Are there any best practices when it comes to thinking about how to structure your business or run a successful business while you are living in different places? You have a home base while you’re there but you do move around in different time zones. Have you made any conscious changes to your business model that you feel give you an advantage or an upper hand when it comes to being able to travel and run a business at the same time?

It’s a couple of things when my team is dispersed across time zones. I have a couple of people here in Portugal and in the US, which has been huge because we have people that are available while I’ll give something out and wake up to it being done, which is great. We also have a team available to respond to client inquiries or other things that come up.

From a self-management perspective and self-leadership, knowing other people that do similar things to what I do, one of the great risks is that you’re always working. You feel like you need to accommodate your client’s schedule. Meaning that you’re having calls way too late into the day. At first, I did that. When we lived in Thailand, I would be up for 6:00 AM calls and take 10:00 PM calls. I would be so exhausted. My quality of life suffered. I was also traveling all the time. I was traveling internationally every month or so, sometimes every 6 weeks but I was gone for 1 to 2 weeks at a time.

I remember there was a day I came back from Vietnam and was home for twelve hours, flew to the US, worked in multiple US states and flew home. That’s 24 hours 1 way to the US and then 24 hours back. When we moved to Portugal, I decided, “If I’m going to work with clients, they need to understand my availability.” I’m not going to show up my best as my best self for them if I’m exhausted or missing dinner with my family consistently.

What that meant is that I only take calls 3 days a week and I only take them in about a 3-hour period during those 3 days. Once in a while, it edges a little out if I have to. That is one of the greatest challenges that people face when they’re working across time zones. It is a boundaries thing. If you give clients ahead of time and understand how this relationship will work, you can find something that still works for them and works for you, it’s mutually beneficial. They appreciate that you want to show up with excellence, not drain yourself and be present for them.

CSP Stacy Ennis | Consultant Book

 

That’s a great point because that mindset, practice and behavior can be applied to people who aren’t traveling or in their everyday lives by setting those boundaries. One of the biggest hesitations that people have, when they’re considering going through that themselves, is the fear of saying no to clients or turning away business. How did you grapple with that?

I would guess that there’s maybe some consideration at one point or another of, “If I’m only taking calls three days a week or during this block of time, there’s going to be people in the Pacific Time Zone in North America that may not want to do a call earlier in the morning for whatever reason. I’m going to have to turn away that potential business.” What did you think about that? What was your mindset and process to be able to arrive at the decision, “I’m going to stick to this, even if it means that I’m potentially turning away some business?”

It also means that if people want to have an initial call, they have to wait. Instead of getting it the same day or the next day, sometimes it’s the next week or in a couple of weeks. For me, it’s so much more important to have balance. I firmly believe that clients who are a good fit will respect that you’re in demand. That plays to your benefit as well when you’re not instantly available.

I’m not doing all the work myself. I have a team. For example, I have a ghostwriter on my team who writes books for clients. For most of the calls, I don’t have to be on those. I’m on the initial strategic calls. I’m available as an advisor along the way but she’s in their time zone. It works in that way. If I can’t make a call and it’s not necessary for me to be there, somebody on my team can take the call so that has made it a little easier too.

Hopefully, everyone’s paying attention to this and thinking about how this applies to some aspect of your life and business and making sure that your actions and behavior align with your values and communicate those values. If you’re clear on what your values are and what’s important to you and you put that out into the world, communicate it and stand behind it, you’re going to attract clients that also share those same values and respect those values.

There will be some people that won’t share those values. They’re going to want to get on a call right away or not going to want to make those adjustments to fit into your schedule but that’s probably likely going to be a client. That’s going to be a pain in the backside or the one that you’re going to have trouble with because there’s some mismatch there. There’s not a good alignment and good fit. That’s a great point.

Let’s talk about writing because that’s a lot you do with your clients and the focus of a lot of your work. What impact have you seen writing has or can have on a professional or anyone in general who has the expertise? What are the results and benefits of somebody thinking about writing, whether it’s articles or a book but just writing more, producing more content and sharing more of their knowledge, story or expertise?

Writing is more about frequency, consistency, and habits. There are some specific habits that you should build around your writing time. Click To Tweet

There are two ways about this. One is external benefits and these are the more obvious ones and then there are internal benefits. Those are less tangible but even more important. We think about the external, “What does writing a book or content of some kind do for you?” It positions you as an expert. When you’re writing about something, you’re establishing your expertise in that area. A well-written book is the pinnacle of that content anchor of expertise. It opens the door to keynote opportunities and drives potential clients in your direction who are getting this book in their hands.

There are a lot of benefits that are well-known about writing a book. What’s especially interesting for consultants is the internal journey of the author. I know you’ve written books so I’m sure you can chime in on this as well. I’m going to speak to book writing specifically because that’s the most profound but you still get some of the same benefits in a smaller skill, writing other pieces of content.

When you write a book, there is a forced distillation of your ideas. There is a clarity and journey that you have to go on through that writing process to be clear, not just what you’re writing at the sentence level but how are you even structuring your ideas. For consultants specifically, what I find with my clients and students is that they’re able to develop new frameworks, systems and ways of organizing their ideas and how they work with their clients. Often that leads to new revenue streams like a specific consulting program that you’re designing and executing, a course or speaking engagements but that’s built off of this clarity.

The other aspect of that is this new confidence that you find in that journey because you have that depth of exploration. In most of our day-to-day lives, we maybe spend five minutes in silence. Silence being no input. We’re not listening, reading or scrolling into something. When you’re writing, you are forcing focus for a long time. If you’re doing it right, you are shutting off all the other distractions and going within yourself to find that clarity and to think, that is powerful. That’s why I’m so passionate about book writing. There are these great benefits that we all know about but there’s that journey that I have yet to find another thing that has so much power for an individual to arrive on the other side transformed.

When you were younger, you were a voracious reader. I’m sure that helped to influence how you think about writing and how you write yourself but for those who may be don’t feel that confident in terms of their writing skills or often encounter writer’s block, are there exercises or is there a book or resource that helped you that if somebody wanted to go through or read more about that would be helpful for them to become a better writer?

Yes. On a practical touchpoint, it is much more important that you show up with consistency and frequency than the actual amount of time that you sit down and write. For example, if somebody is struggling with writer’s block and they’re only trying to write once a week, every month or every two weeks, what I would recommend rather than sitting down for that hour and shaking your fists at the sky in frustration, set aside 15 minutes 4 days a week and spend that time writing.

There’s good scientific research that shows that we can train our brains through habit building to tap into creative flow consistently. It’s more about that frequency and consistency. Also, there are some specific habits that you should build around your writing time. For example, you drink a big glass of water, stretch, meditate for five minutes and then sit down. That could be an example. Those habits before and then that consistency and frequency at the same time are all important.

CSP Stacy Ennis | Consultant Book

 

As far as forming a new writing habit, I’m about to release a writing habits course. It’s a five-day course that helps you in that short period very efficiently established new writing habits rather than this big long multi-week course. That’ll be on my website, StacyEnnis.com. The most important is focusing on habit building and also remembering that this is a skill that you can develop. It’s not magic.

I remember reading On Writing by Steven King. His whole thing was the habit, whether you’re playing loud music, of sitting down very early in the morning. You hear this over and over from anyone that’s written at least one book, if not multiple books that they tend to spend time with every single day and even if it’s a little bit that they produce.

You tend to produce a lot more because of that habit that you’re creating. The act of showing up and spending that time tends to overcome the hesitation or “writer’s block” that so many people encounter. That’s good advice. Probably the area that most people struggle with is the fact of sitting down at their computer, pen to paper or whatever it is but making that time to do that consistently because they’re so worried about, “I don’t have anything good to say. I’m not sure what I should write now.” They don’t sit down and don’t make progress.

That’s good advice that you’re providing there. Is there anything else, in terms of the writing process for a book? This is a pretty detailed subject and you go into a lot more on that if we had more time but in terms of a high-level perspective, if somebody’s thinking, “How should I even start structuring my book,” is there a specific structure that you would recommend that people think about in terms of a nonfiction book?

A lot of times what I find that people do wrong when they’re writing books is rush into it. They’ll maybe sketch out a very loose outline or maybe they sit down and start writing. That is not the right process to take. Instead, what I recommend is that people spend significant time in the ideation and the planning stages, which would include sorting out what structure they want to use for their book.

When you think about the structure of nonfiction books, there are three core structures. We have the big idea book. That’s what we often think of as a thought leadership book. We have a how-to book, which is informative. It’s more of teaching and often very practical. We have a narrative and this is more story-led. This can fit into memoir and creative nonfiction as well but it can also be a leadership book that’s based on a story.

Those can also get blended. They’re not hard and fast categories but start with understanding where your book fits within those three categories and also considering what is your big vision for that book. When you go into the ideation stage before you ever get into the structure, you should be able to answer the question, “What is this book a catalyst for? Where is this book taking me in my impact journey?”

When you go into the ideation stage, before you ever get into the structure, you should be able to answer the question, 'what is this book a catalyst for?' Click To Tweet

For consultants, you need to be thinking about, “What grows out of this book? What is this book set me up to do, build or create?” If it’s connected with your business or growing thought leadership in any way, you should be able to answer that question. That will help you also answer the question, “How do I structure this book?”

You mentioned one of the benefits of having a real book. A good book at that is that it helps you to land, for example, keynote speaking opportunities. What have you seen over the years for yourself or clients that you’ve worked with? What does that look like? How do they go from, “I have my book ready now,” to landing a speaking engagement or a keynote opportunity? Is it as simple as sending a book to a bunch of people? What’s the process or the best practice around, “I have my book. How do I use this to land speaking engagements or new clients?”

My most recent co-authored book, Growing Influence came out in 2018. I’ve also ghostwritten or written sixteen other books but this is one of the books that I’ve written. When that book came out, we leveraged the power of PR. This is one piece that anybody who’s in the middle of writing a book, planning to write a book or launching a book, I highly recommend a good PR.

PR is anything else you can get a hit and miss or total miss and waste a lot of money but if you work with a good PR firm that understands you and spot into your mission, it can be one of the greatest investments. For us, my co-author and I, what we found is that we got the right placements in the right publications that we’re giving us inbound keynote inquiries. That’s how I landed several keynotes after our book came out. Also, some big training opportunities in companies to go in and train hundreds of people.

That specific one was a PR placement on HR.com for an article that led somebody to reach out on that specific topic to get support within their company. That has been a huge one. The other thing is that you can do the traditional. Reach out to different speaking conferences or other things but what I’ve found over so many years of doing this is that I always want people to reach out to me. The PR piece is so powerful in getting the inbound request versus grasping at the air and trying to get somebody to give you an opportunity.

You provide training to larger organizations and we mentioned some of those companies that you’ve worked with in the past. What do you think about the structure of your business? It’s almost like two different businesses in terms of you having this corporate side and also this book-writing side. Walk me through where you spend most of your time and how you manage these two different aspects or do you look at them as all part of one?

It’s interesting, I’m sure anybody listening to this can relate to the phases of business and exploring different ways of working where you can show up as your best self with excellence. I have a lot of different ways that I work. I prefer that. I find it a lot more interesting to not just have one road thing that I do. I work one on one with clients who are writing their books. These are typically CEOs, founders, a lot of consultants, speakers or aspiring speakers. Specifically, the people that I love working with have a vision that the book is a catalyst for what I mentioned.

CSP Stacy Ennis | Consultant Book

 

I also have a team. We ghostwrite books. We have a fantastic writer on the team. I’m involved in this strategic approach to the book so helping align that book with the big vision. I speak and train, especially at different conferences. I’ve done a lot of pieces of training for Intuit and some other large corporations, specifically around messaging, telling your story and that idea of refining your message and showing up powerfully in the world. It’s different things but they’re all very connected. Sometimes there are phases where I’m doing more corporate stuff and there are phases where I’m running my programs. It ebbs and flows.

Looking at the overall business revenue and the breakdown of that, what percentage would be on the corporate side? What percentage would be on the one-to-one side? How does that break down?

If I were to go back to pre-COVID, the corporate side would be a larger percentage than it is in 2022. In 2022, it’s probably in the 10% to 15%. I have a program that I run that’s probably in the 15% range. The bulk of our business revenue comes from one-to-one, both the coaching and the done-for-you services with my team for ghostwriting.

How have you approached marketing? What’s working for you to get new clients both on the corporate side and on the one-to-one side?

I’ve been in business for several years. I wasn’t trying to brag but when I look back, I’m like, “I thought it was so great. I don’t do marketing,” which is so silly and then I reflect on that. I was doing marketing, specifically content marketing. I didn’t realize that I was doing that. I’m very consistent with my content. I publish to my email list every week. I have new content coming out all the time. I have a podcast and a blog.

What I would say has worked especially well for me is that I only create and then I hand off. What used to because me a lot of grief is that I would create something and it would sit on my computer because all the next steps had to be completed. I had to proofread, publish and do all the little things but I have a smooth content system within the business that I get to do that creation piece. Content is the queen given my area of work.

The other thing is I invest in PR. I’m on pause but I go through PR campaigns depending on the time of year. I have a marketing person that I work with specifically on analytics and conversions. That’s not my area of expertise so I hire support in those areas. I have somebody on my team who does organic social media. I’m going to show up and create. I don’t have to have that pressure of all the other things that need to be done. Taking out those things that stress me out has helped a lot with being able to show up and authentically create content.

Value-based pricing is not about the time you put in but the value you bring to clients and students. Click To Tweet

Is there anything in your marketing that works exceptionally well, maybe even better than you expected that it would when you first thought about it?

My weekly email has surprised me with how much it resonates with people. I get so many responses every single week from people saying, “I love your emails. I feel like I’m getting a personal email from you every week. You’ve supported me on my journey.” I don’t write emails like you would think somebody would like in a newsletter format or a very excessively polished one. It’s just a personal message that I send out to people on my list with some thoughts, reflections and encouragement. That’s been cool. I’ve enjoyed it a lot more than I thought I would when I started building the list.

Is there anything that you’ve done from a marketing perspective that fell flat on its face that you maybe had high hopes for, got excited about, rolled it out and didn’t work?

Yes. I invested in some marketing strategies in 2021. We’re with a new person in 2022. I’m not talking about her but she’s great. We invested in some marketing strategy building with a plan and also the execution. What I did wrong there is that I tried to outsource too much of the marketing vision and strategy. I needed to be more involved in shaping. I didn’t provide a strong vision.

When we went into this next engagement, I was a lot clearer about what my one thing is, what my vision for impact is and why I show up for clients and students. I feel like our marketing is so much more aligned. We have clear data and we’re going to hit our target by end of the year. I think being a little bit more hands-on than I was in the past.

You’ve been in business for several years. How has your pricing or approach to pricing changed over the years, if at all?

It has changed. We’re building out new revenue streams. I’m launching some new courses and products that I’m excited about. That’s been interesting learning how to price something that isn’t service because I’ve been a service-based business for most of my business. It’s been interesting learning that pricing strategy. Early on, I was not charging enough for my time but also when I reflect, I was 23 or 24 when I started my business. I was building my value.

CSP Stacy Ennis | Consultant Book

 

What I wish I had done a little bit earlier was recognized my value when it was time to increase my prices. Instead, it took me a little longer than it should have. The other thing that I’m sure many of your readers are transitioning through or has transitioned through is value-based pricing. It’s not about the time that I put in but the value that I bring to my clients and students. I made that shift several years back but is it freeing to not have that tie to time and feel that it’s about the value that you bring?

Is there anything within that you did that you found exceptionally helpful like in that process, shifting from hourly fees or thinking about time to thinking much more based on value, return on investment and more outcome-based? Is there anything that unlocked for you and helped get things working?

It’s interesting. I had a call once and this was a couple of years ago with a client that’s an attorney. We were somewhere into our call and he said, “I don’t want to take up too much time on this because we only have twenty minutes left,” or something like that. I could tell he was so nervous about the time that we were using because I was connecting with hours. In that conversation, I was like, “That does not feel good to me or him. I don’t want anyone to feel that way.” I don’t like feeling like if I have a thoughtful conversation with you that’s not directly tied to our business objectives, you’re going to feel like we’re wasting time. I didn’t want that feeling again.

A couple of things, one is I increased my minimum time to work with me. I used to go on a month by month. People could work with me month by month or it was maybe 2 to 3 months at a time. I grew that out to a minimum of five months for engagements because I have data to show that that’s the amount of time that I need to work with people on their books for them to be successful.

I also opened up access. With book coaching specifically, we have two calls a month but you can reach out at any time. I’m always happy to work through stuck points with you. My clients would say that I very much over-deliver but I also have a price point that helps me not have to take on tons of clients so that I can do that.

You’re charging premium fees and providing premium service so you’re aligning that. That makes sense. You talk about your team. It’s not just you. You’ve built out a team in different aspects or areas of the business. When you think about your goals for the next 12 months or 24 months going into the future and think about growth and scaling, is there anything that you’re doing that you feel is critical to help you to scale or grow to that next level?

Number one, the focus is on reaching more people so that would be audience growth. That metric is so important. Especially as we’re building out programs and products to support people, we need to reach more people to be able to grow that part of the business. That is our huge focus. We’re always looking at the data and analyzing what’s working and not working. When do we start and stop?

Discretionary time is time focused on things that matter. Click To Tweet

How do you measure that? Is that number of people coming to your website or several people joining your email list?

I have a marketing person that does analytics and conversions. She is analyzing the data. I’m not analyzing the data and she’s coming back. For example, we had a launch. I have a program called Nonfiction Book School that I run. It’s a live program. I am launching it as a course soon but I run it live once a year. We did a bunch of different ad sets. What we found was that on LinkedIn to acquire somebody for this specific thing I was doing, it was for $8.14, whereas in this other ad we were running on Facebook, it was $1.20.

However, we then have to look on the other side of that and see what’s converting. Maybe, this one cost $8 but it’s leading to a conversion. We’re still in the process of learning that but those are the kinds of things that she’s analyzing and giving back to me. We’re looking at audience growth and when numbers drop. Losing an audience member is not necessarily a bad thing because you want to attract people that are a good fit and repel people who aren’t. We’re looking at social media growth but more important than numbers is engagement. We’re looking at, “Is what we’re posting resonating with people? Are they commenting and sharing? Are these leading to conversations about potentially working with us?” Those are all things that we are paying attention to.

You’re a world traveler with young kids and running a business and a team. What are 1 or 2 things that you do regularly to maintain productivity, focus and high levels of performance?

There are two core things. One is exercise. I exercise pretty much every day. Intensity varies but about 45 minutes to 1 hour a day and longer on the weekends. That’s so important. The other thing in my schedule is I build consistent discretionary time. Discretionary time is simply focused time on things that matter, which could be strategy building or writing but the key is that I don’t check emails and social media. I try to go to all screens until 11:00 every day. From 8:00 to 11:00 is my discretionary time and then I open Pandora’s box of emails at about 11:00 every day.  I check email about twice a day. That helps me maintain my focus and be able to show up and be productive from 8:00 to 11:00 every day.

What’s a book that you’ve enjoyed either reading or listening to? It could be fiction or nonfiction that you’ve enjoyed.

Although I work in the nonfiction world, I consume all the fiction, especially because I work in nonfiction. Most of the books that I read are fiction. I’m always reading eight nonfiction books, which is pretty common for a lot of people just kind of in and out of them. One book that I loved is called Eleanor Oliphant is Completely Fine. It is so good. I love that book. Everybody who’s read it on my recommendation has messaged me and said positive things.

I’ve never heard of it but I’ll mark that down. StacyEnnis.com is the home to everything good that people should check out. Any other resource or website that we should be mentioning or is that the main one that people should be going to?

I have a hidden page on my website which has a bunch of free resources. If you go to StacyEnnis.com/Resources, I have seven detailed free guides on there all about book writing and building your thought leadership. It’s a hidden gem that not everybody sees unless you read this somewhere. For my Nonfiction Book School program, you can find details about that at NonfictionBookSchool.com.

Stacy, thank you again so much for coming on and sharing some of your journey, experience and skills with us here.

Thanks, Michael. This is such a great conversation.

 

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About Stacy Ennis

CSP 256 | Selling Made SimpleI’m a best-selling author, coach, and speaker on a mission to help leaders clarify their ideas and harness their unique story to make an impact. I’ve written or ghostwritten 17 books, coached dozens of authors, and impacted thousands of people through my work.

I’ve been obsessed with writing and books since second grade. As a child, I learned the power of writing and reading as a tool of influence, and knew my life path would somehow converge with the written word. Today, I’ve been in business for thirteen years, during which I lived on four continents, worked with hundreds of impact-makers, and had two incredible kids.

In all that time, my vision never faltered: I knew I was meant to help people share their ideas through writing. I now live my dream every single day. And let me tell you, it’s better than I imagined.

My background includes ghostwriting for a Nobel Prize winner in medicine and leading as executive editor of Sam’s Club’s Healthy Living Made Simple, a publication that reaches around 11 million readers. I’ve trained leaders from Starbucks, The Boeing Company, Intuit, and more. My best-selling book, cowritten with Ron Price, is Growing Influence: A Story of How to Lead with Character, Expertise, and Impact. I have a master’s in writing and editing and a bachelor’s in writing.

Today, I live in Portugal with my stay-at-home-dad husband and two kids. We do life our way, and we’re loving every minute of it.

Specialties:
– Creative consulting
– Professional coaching
– Leadership training
– Ghostwriting
– Book coaching
– Keynote speaking

 

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