Let me give you something you can use right now.
One question. The first one. The root of the root.
What change are you trying to make in the world?
Not: what can I sell. Not: how do I get more customers. Not: what’s my niche.
What change?
When I answered this for Eatweeds — to see wild plants used as food and medicine in every household in Britain — three things happened immediately.
First, my messaging sharpened. I stopped describing what I sold (foraging courses, field guides, webinars) and started describing the change. The product became the vehicle, not the destination.
Second, the wrong people left. Anyone who wanted a nice afternoon picking berries without caring about the deeper relationship between humans and plants — they filtered themselves out. The people who stayed were the ones whose worldview already matched.
Third, pricing stopped being a guessing game. When you know the change you’re making, you know what it’s worth. You don’t discount saffron to dandelion prices because you understand what it takes to produce it.
Try it now. Sit with it. Not “I help people with X” — that’s a service description, not a change. Not “I want to build a six-figure business” — that’s a side effect. The actual shift you’re responsible for in the lives of the people who trust you.
If it comes easily, test it: does it make your messaging sharper? Does it make your audience obvious? Does it make pricing feel honest rather than arbitrary?
If it doesn’t come easily — good. That discomfort is the root trying to grow. And it’s exactly the work that separates comfrey from balsam.
That’s one question. There are twenty more.