Profile Complete!

Before we drop you off in your brand spanking new member dashboard, would you like to take the grand tour?

What if business coaching didn’t suck?

Boring lectures, icky sales advice, corporate webinar vibes—none of it is that helpful or FUN. We set out to change that with our WAIM Unlimited Un-Boring Business program.

🙋‍♀️🙋🙋‍♂️ I want to check it out!!
Don’t show this again, thanks!

6 Keys to an Irresistible Digital Product Offer

October 2, 2023


If you find yourself struggling to identify the perfect digital product offer our K.I.S.S.E.S. framework is here to help you!

We believe there are six keys to crafting an irresistible offer. When it comes to building a thriving business, a few puzzle pieces are as vital as creating an offer that’s positioned perfectly to sell.

First, let’s clarify what an “offer” is: Simply put, an offer is an exchange of value for money.

Digital Product Offer Explained


Someone has something valuable (that’s you!), and someone else has the money to obtain that valuable thing (these are strangers on the Internet). Your offer comprises three essential components: the solution, the price, and the audience. To have what we call a Chef’s Kiss Offer 👨‍🍳😘, these three elements must be in perfect alignment.


Creating a Chef’s Kiss Digital Product Offer Using K.I.S.S.E.S.

As we just mentioned, you need three aspects of your offer to be in direct alignment. When those digital (offer) stars align, you end up with a Chef’s Kiss Offer 👨‍🍳😘. It’s that moment when everything comes together and your business is cookin’!

We’re going to help you achieve the Chef’s Kiss Offer, but first, we need to identify why you may not have alignment right now.

Why isn’t your digital product offer working at this moment?

We’ve helped 1,000s of entrepreneurs fix their offer alignment and it all starts with getting on the same page about a few things:

  1. Solution and Price: The return on investment (ROI) and the perceived value of what you sell (your “solution”) needs to match the price you’re charging.
  2. Price and Audience: The price you set should align with what your audience can and will pay.
  3. Audience and Solution: Your audience needs to recognize that they require your solution.
Offer Solution Price Audience


When you read those three things, do you have any ah-ha moments where you think your current offer might not be in perfect alignment? Is the thing you sell not delivering enough value for the price? Is the price wrong for the audience you’ve built? Or, are you trying to sell something people don’t even know they want/need?

Here are a few examples of what NOT to do when creating a Chef’s Kiss Offer

Solution ❌ Price: Selling a hobby course on making clay earrings for $2,000. Customers who invest in their hobbies, especially ones around low-cost materials, are not going to pay premium offer prices.

Price ❌ Audience: Offering a $20,000 website package to early-stage non-profits. You have to sell to customers who are in the right phase of their business to afford your offer.

Audience ❌ Solution: Attempting to do advanced site speed audits for brick-and-mortar hardware stores. It’s likely hardware store owners wouldn’t even know why site speed matters IF they even have a functioning website 😅.

How do you create a Chef’s Kiss Offer using K.I.S.S.E.S.?

It’s always helpful to learn what NOT to do, but let’s shift our focus to what you should do next! We have a 6-step process to ensure the thing you sell becomes a Chef’s Kiss Offer and is repeatable, scalable, and simple.

Now, let’s break down the six elements of a “chef’s kiss” offer using the acronym KISSES:

  1. Known Problem: Does your target audience recognize the problem they have? Is it top of mind for them?
  2. Interesting: Do you enjoy working on this solution, and does it energize you?
  3. Scalable: Can this offer be scaled up efficiently and profitably?
  4. Social Proof: Do you have evidence that your solution works for others? Testimonials and case studies can be valuable here.
  5. Economical: Does the perceived value of your solution outweigh the price you’re charging?
  6. Singular: Is your offer distinct from others in the market? Does it stand out in some way?
Offer KISSES Framework


Let’s take a moment to talk about pricing your digital product offer

The key question is whether your customers believe the value of your solution exceeds the price they’re paying for it. You can achieve this by either increasing the perceived value OR adjusting the price.

Ways to increase perceived value include:

  • Shortening the time to achieve results
  • Making the transformation more compelling
  • Increasing the probability of success
  • Offering case studies and success stories
  • Making the experience enjoyable
  • Reducing the effort required to get results
  • Enhancing the overall quality
  • Building an emotional connection to your brand

Pricing IS incredibly subjective, but it’s also objective when you understand the value you’re offering AND the audience you’re selling to!

How to Increase Offer Value


Nail your digital product offer messaging with social proof and being singular

Your customers will be more likely to buy from you if they see others have purchased (social proof) and they believe your specific solution (singular) stands out from everyone else.

Social proof is fairly obvious and can be reinforced with testimonials, case studies, or any evidence that your solution works.

Being Singular involves highlighting what makes your offer unique compared to others in the market. What is different about what you sell? What outcomes do you deliver that other people cannot?

Yellow Spiral


Still not sure what digital product offer to choose? Use our Offer Score Card!

It’s one thing to brainstorm offer ideas, it’s another to know WHICH offer idea is the best one to move forward with.

We’ve created an Offer Scorecard (shown below) to score your offers based on the six K.I.S.S.E.S. elements. The idea with the highest total score is the Chef’s Kiss Offer you should pursue.

Offer Score Card


Pink Donut

Digital Product Offer Wrap-Up!

Crafting the perfect Chef’s Kiss Offer 👨‍🍳😘 begins by understanding your audience and their journey. Start by identifying where your audience is currently (point A) and where they want to be (point B). What transformation are they seeking, and what pain points do they experience at point A? Your offer should bridge the gap between these two points.

Point A to Point B


As we say with all aspects of business, finding an irresistible digital product offer also requires experimentation. You will have trial and error when it comes to identifying the right solution, price, and audience for what you sell.

The K.I.S.S.E.S. framework can guide you to design a winning offer, but remember that your sales message also plays a pivotal role in connecting these elements for your audience.

Digital Product Offer Alignment

How to Define Your Non-Negotiables for Thriving in Business and Life

October 1, 2023


Do you often find yourself teetering on the brink of burnout or overwhelmed by the relentless demands of work? If so, it’s time to define your non-negotiables!

Simply put, non-negotiables revolve around this crucial question: What will you safeguard above everything else to preserve your well-being? And how will you protect these treasures?

We love the way Elizabeth Gilbert talks about boundaries:

“A boundary is a golden circle that you draw around the things that matter to you, and you say everything inside this circle is sacred.”

Elizabeth Gilbert Boundaries


Green Shape

What Aspects of Your Life and Business Are NOT Up For Debate?

We’re about to explore the power of setting life and business non-negotiables, the things in your life that are sacred and must-haves. Non-negotiables go in two directions too, they are things you ALWAYS do and things you NEVER do. We’ll share examples in a moment!

You may already have existing non-negotiables…

Your morning coffee ritual, your sleep routine, daily time for creativity…. or… maybe you don’t have any of those things right now and you’re desperate to prioritize them?

Your Most Important Non-Negotiables (Energy, Time, and Business)

We’ve done the hard work of thinking through three main buckets of non-negotiables. They are your energy, your time, and your business.

3 Main Non-Negotiables


1. Energy Non-Negotiables

To establish your energy non-negotiables, we want you to reflect on what is sacred to your vitality.

For instance, you might be a person who needs 8 hours of sleep every night 😴. We want you to consider what you’ll always do to protect that sleep schedule (having a consistent bedtime) and what you’ll never do (work past 7 p.m. or watch Netflix too late into the night). That’s just one example of how you craft your energy non-negotiables.

As an exercise, write out your own version of the table below with some energy non-negotiables and the associated ALWAYS do and NEVER do items for each one:

Energy Non-Negotiables


2. Time Non-Negotiables

Time non-negotiables shield your schedule and help you focus on what truly matters.

Start by identifying what’s sacred for you—as an example maybe that’s date nights with your partner. Create rules like always planning date nights every other week and never inviting others to intrude on your sacred time.

Just like the energy non-negotiables, we have a pre-filled-out table below with time non-negotiable examples for you to use as inspiration for your life!

Time Non-Negotiables


3. Business Non-Negotiables

For business non-negotiables, first, pinpoint what’s truly sacred in your business. Is it communication, team happiness, or customer connection? Next, establish rules to protect those things.

For example when it comes to having great communication, always have weekly team meetings but never kick off a meeting without involving the entire team.

These rules are the guardians of your business values and culture. Here’s another example table to help you write out your own business non-negotiables…

Business Non-Negotiables



Examples of Our Energy, Time, and Business Non-Negotiables

Whenever we’re reading an article like this one, we LOVE seeing real examples from other people to help get our brain juices 🧠 💦 flowing (was that gross… weird? Maybe).

👩🏻‍🦰👨🏻‍🦲 Our ENERGY non-negotiable examples

Family Recharge Time: To protect our energy, we prioritize recharge days during family gatherings, allowing us to bring our best selves to events.

Social Connections: We now engage in social activities based on wants, not shoulds, cultivating deeper and lasting friendships.

8 Hours of Sleep: The data is there, we need quality sleep to live healthy and happy lives. We prioritize good bedtime routines and sleep environments.

👩🏻‍🦰👨🏻‍🦲 Our TIME non-negotiable examples

Saturday Movie Nights: A cherished non-negotiable for our relationship and overall happiness. Every Saturday night we sit on the couch and watch two movies together (Speed and Anna and the Apocolypse are two favorites 🍿).

Daily Movement: We’ve set a low-bar non-negotiable of 10 minutes of daily exercise, ensuring the habit remains alive even on off days.

Teachery Fridays: This year, we finally carved off a set time every Friday to work on our second business Teachery. While it’s not a ton of time, we’ve been able to make great strides in this business due to a non-negotiable block of time on our calendar.

👩🏻‍🦰👨🏻‍🦲 Our BUSINESS non-negotiable examples

Teach From Experience: We’re never going to be business coaches who teach something we haven’t done. We will always teach from a place of our own experiments and business adventures.

Fun as a Priority: Embracing fun as a core business value and ensuring that our projects are enjoyable helps us keep our work life as stress-free and enjoyable as possible.

Committing to the Season: Whether we’re in a “season” of heads-down work and saying no to all external obligations, or we’re in a “season” of putting ourselves out there with more content and in-person events, we love committing to chunks of time with specific focus.

Pink Donut

Non-Negotiables Wrap-Up!

We want you to remember that non-negotiables aren’t about imposing rigid rules but creating clear boundaries to protect what’s sacred.

The more you can set aside a small chunk of time to define what truly matters to you, the better you’ll be at managing your own energy, time, and focus.

Don’t forget, your non-negotiables are your personal treasures, guard them well and reap the benefits they provide!

4 Essential Mindset Tips for Creative Entrepreneurs

September 30, 2023


Have you ever felt like your mindset is the missing piece of the puzzle holding you back from achieving your business growth goals? Well, you’re not alone!

We’re going to delve into the world of mindset and share with you the four pivotal pillars that have played a crucial role in helping us build a calm, profitable, and peaceful business.

After all, your business can only be as relaxed as the mindset behind it, especially if you’re a solopreneur or running a small business where it all begins with you.

Yellow Spiral

The Four Mindset Tips That Build A Calm Business

Let’s start by unpacking what contributes to reaching your business goals. There are several factors at play, including your:

  • Skills
  • Beliefs
  • Mindset
  • Habits
  • Circumstances*

*While circumstances often feel beyond our control and somewhat fixed, it’s the elements you can control that we call the “four pillars of you” that make all the difference. 

Mindset Pillars


Let’s not dwell on what we can’t control, let’s focus on the things that we can actively impact, change, and evolve!

Mindset Tip #1: Experimentation 🧪 The Experimenter’s Mindset

Imagine approaching your business endeavors with the spirit of a curious experimenter. You’re like a chemist, working away in your business lab, concocting potions and elixirs, always open to testing your whacky hypotheses. Okay, you kind of sound more like a wizard 🧙‍♀️ than a scientist 🧑‍🔬, but we think you get the metaphor we’re going for here!

One of the MOST important parts of using experimentation to test all of your assumptions without attaching your self-worth to the outcomes.

We want you to think about embracing the idea that your business experiments can fail!

Did you try running your own podcast for 6 months and it never took off? That’s okay! You learned a lot of new skills in that process and you can tick podcasting off your marketing plan.

Maybe you hopped on the TikTok train and posted every day for a month. Didn’t see any movement in your business at all? Alrighty, you now know that TikTok isn’t right for you and your biz goals.

The key to experimentation is being open and willing to try new things while understanding NOT all of them will succeed. That is what running a business is in a nutshell!

Recognize the transformative power of experimentation, embrace trying and failing, and watch as you continue to accrue new skills and experiences that will help you for years to come.

Mindset experimentation


Mindset Tip #2: Essentialism 🔘 The Art of Focus

We read Greg McKweon’s book Essentialism (aff link) and it was truly transformative for us. The book is loaded with value, so we’d definitely recommend reading it, but the concept of essentialism can be boiled down into this:

Essentialism is the disciplined pursuit of less. It’s about focusing on the vital few rather than the trivial many.

It’s imperative that you zero in on the most impactful parts of your business and filter out all the other noise and chaos. As the person who runs your business, it’s your main job to acknowledge you only have so much time, effort, and willpower, and all of that needs to be pointed in the right direction.

Since reading McKweon’s book, we’ve found that we come back to a simple question, “Is this really essential to our goals?” time and time again. Highly recommend grabbing the book to fully learn the concept and embrace it!

Mindset essentialism


Mindset #3 Patience ⏳ The Slow and Steady Approach

Impatience often clouds our judgment when it comes to business growth. Embracing patience means recognizing that slow growth is still growth, ensuring sustainable progress.

One of the best things we’ve ever done with any of our businesses was to ignore what other people were doing and embrace our own long game. It’s easy to get caught up in the “quick tips” and “immediate growth hacks” but almost all of those things only work for the person who is pitching them to you.

Instead, we like to zoom the lens out and prioritize a longer game plan, which almost always is less stressful, less anxiety-inducing, and is actually ENJOYABLE. Imagine that, running your business being something that’s fun??

Your business is YOUR business. Your goals are YOUR goals. Your timeline is YOUR timeline. We can lose sight of these things as we spend time on social media or subscribed to other people in our industry. Take a moment today to take a deep breath and review the plans for your business for the next 1-2 years as opposed to the next 1-2 months.

Mindset Patience


Mindset Tip #4 – Evolution 🔄 Growing with Your Business

As your business evolves, so should your strategies and mindset. This means:

Letting go of what no longer works and embracing the natural evolution of your business.
Avoiding the dreaded “business dungeon,” where you’re stuck doing things you no longer enjoy.
Prioritizing your happiness by aligning your business with your evolving needs.
Recognizing that both you and your business will evolve and change over time, and that’s perfectly normal.

Mindset evolution


Fuzzy Donut

Mindset Wrap-Up and Bonus Tips for Skills, Beliefs, and Habits

Before we close things article out, we wanted to leave you with some individual tips for the other “pillars of you” besides just your mindset:

Skills – If you worry about money, invest in your skills. The value of your skills will compound over time.

Beliefs – Challenge limiting beliefs that may be holding you back from reaching your full potential. Your beliefs can and should change with new information (and skills!)

Habits – Design daily systems that align with your long-term goals for sustainable success. Your outcomes are directly related to your daily actions.

We strongly believe you can unlock the full potential of your business by adopting the four key mindsets we shared. Remember, we only get one life to live, take control of what you can and embrace that life and business will always be evolving!

4 Tips For Creating Effective Lead Magnets That Increase Website Conversions

September 29, 2023


There are four crucial criteria for creating lead magnets that not only capture your website visitors’ attention but also convert them into valuable email subscribers.

You already understand the significance of lead magnets in your marketing strategy, but how do you ensure they truly resonate with your audience?

Before diving into the criteria, let’s do a super-quick recap on what lead magnets are and why they matter: A lead magnet is a valuable resource you offer on your website, such as a downloadable guide, a quiz, a free trial, or templates. A lead magnet’s primary purpose is to filter your website traffic, build brand trust, and, most importantly, capture email addresses—a vital step in your marketing funnel.

Getting someone’s email address isn’t what it used to be

Email addresses were once handed out like candy on Halloween, but times have changed! People are now more discerning about sharing their email addresses.

To convince (in a non-sleazy way) someone to give you their email address, you MUST ensure that you A) have a lead magnet 🧲 and B) your lead magnet delivers significant value in return.

Lead Magnets


When in doubt, experiment it out!

Lead magnets come in various forms and shapes, from checklists to quizzes, free trials to templates, and more. The possibilities are virtually endless, which can be overwhelming. So, what makes a lead magnet effective? The answer isn’t one-size-fits-all, but the key is experimentation.

Experimentation is your ally when it comes to finding a high-converting lead magnet.

Start with a lead magnet concept, create it, measure its conversion rate from website traffic to email subscribers, and then test another lead magnet. We like to run 30-day tests on lead magnets to gather enough data to keep the ones that perform best.

The lead magnets that have worked the best for our Wandering Aimfully website:

  1. A quiz
  2. A video and workbook
  3. A checklist

There are TONS of lead magnets to try and if you’re trying to figure out how to find the RIGHT lead magnet we have just the info to help…


The U.S.E.R. Criteria for Creating Effective Lead Magnets

While the perfect lead magnet varies for every audience and business, some fundamental principles can improve your conversion rates. We’ve distilled these principles into the acronym U.S.E.R.

U: Useful

Your lead magnet should offer a solution that addresses a problem comprehensively. Avoid vague, unhelpful content that leaves your audience questioning its value.

One of the biggest MISTAKES we see with lead magnets is their lack of value for the subscriber.

Over-deliver on value, and consider giving away around 90 percent of what you usually offer behind a paywall in your lead magnet.

When it comes to making your lead magnet more useful, think more about the problem your lead magnet will solve instead of just a random concept or idea.

Create useful lead magnets


S: Specific

You must ensure that your lead magnet tackles a narrow, specific problem that aligns with a particular point in your customer’s journey.

Specificity makes your offer more appealing and relevant. Experiment with both broad and specific lead magnets based on your audience and goals.

Lead magnets should be specific


E: Efficient

Your lead magnet should provide a solution without requiring a significant time investment from your website visitors.

Offer consolidated information that allows people to gain value quickly and conveniently. The more your lead magnet can immediately deliver on the value and promise it offers, the more excited someone will be to sign up for it.

We DO recommend over-delivering with your lead magnet, but it’s also wise to keep things concise and offer quick wins for optimal conversion!

Don't make lead magnets too overwhelming


R: Related

This one should be obvious, but it’s shocking to us how often we see lead magnets that have nothing to do with the paid offer a business is selling.

Your lead magnet should VERY CLOSELY relate to your paid offer.

Consider the “Income Iceberg” concept we talk about often: Your paid offer solves a significant (big) problem, while your lead magnet addresses a related (smaller) problem that directly precedes the larger problem.

Lead magnets should be related to paid offers



Lead Magnet Wrap-Up!

Crafting effective lead magnets is a user-centered endeavor. A great lead magnet involves delivering solutions that are Useful, Specific, Efficient, and Related to your paid offer.

While there’s no one-size-fits-all silver bullet to lead magnets, experimentation will help you find the perfect fit for your audience.

Remember, your lead magnet is your first impression—make it a remarkable one!

USER framework for lead magnets

Track These KPI’s for Better Work-Life Balance as a Solopreneur

September 28, 2023


It’s absolutely true that Key Performance Indicators (“KPIs”) are important for your business, but we believe that finding balance requires Key Calm Indicators (“KCIs”) too!

But first, what the heck are KPIs again??

KPIs are the metrics we use to gauge the health of our business and assess whether we’re meeting our goals. They encompass tangible, quantifiable data points such as revenue, profit, website traffic, email conversion rates, and customer acquisition costs. These metrics are vital for tracking business growth and performance.

Balancing Act: The Problem with KPIs Alone

While KPIs are crucial for monitoring business success, relying solely on these metrics can lead to a skewed perspective.

Imagine witnessing a surge in sales, subscribers, and followers—all signs of business growth. However, what if this success comes at the cost of your personal life? You feel super-stressed out, you aren’t sleeping well, you aren’t exercising, etc. If your life has to suffer at the expense of your business, something has to change.

Yellow Spiral

To Create Actual Work-Life Balance You Need Key Calm Indicators (KCIs)

KCIs, or Key Calm Indicators, represent the aspects of life that are not easily quantifiable but are essential for a well-rounded, fulfilling life.

These calm indicators help you evaluate whether you’re compromising your personal well-being for the sake of your business.

Key Calm Indicators


The KCIs that we like to keep track of on a weekly basis are as follows:

  • Mental Health
  • Physical Health
  • Personal Care
  • Marriage
  • Friends & Family
  • Community
  • Rest & Joy
  • Creativity
  • Learning & Growth
  • Travel
  • Finances
  • Home
Life Metrics


Tracking KCIs: Finding the Balance

On Sundays, we conduct a comprehensive evaluation that includes both KPIs and KCIs. We rate our satisfaction in various life areas on a scale of one to ten. This assessment highlights areas that require improvement!

Each week, we select three focus life areas to enhance, maintain several others, and intentionally deprioritize a few. This intentional deprioritization empowers us to make conscious choices about what to neglect while maintaining balance.

Tracking Life Metrics Next steps with Key Calm Indicators


Pink Donut

Maintaining Work-Life Balance with KCIs

To measure these KCIs (focus life areas), we set specific goals that align with our well-being.

For example:

  • If we want more Rest & Joy we have to Reduce Work Hours
  • If we want better Mental Health we need to Prioritize Daily Meditation
  • If we want improved Family Time we will Increase Communication Efforts

These indicators might not be straightforward to measure, but assigning satisfaction scores keeps us honest and attentive to neglected aspects of our lives.

When it comes to the importance of measurement, Peter Drucker is quoted with saying:

“What gets measured gets managed.”

This quote not only applies to business metrics (KPIs) but also to keeping track of and making improvements in our personal lives (KCIs)!

Alignment, Not Balance

The concept of work-life balance implies an ongoing equilibrium between the two things. However, the reality is that work AND life are dynamic and ever-changing.

Instead of chasing an elusive equilibrium, we focus on aligning our work with our work-related needs and our life with our life-related needs.

The goal is to create a fluid, adaptable balance that serves the current demands of our lives. When things feel out of alignment all we have to do is take a hard look at what we’re prioritizing now and what we need to change moving forward to have better alignment!

Work-life balance and alignment


Green Shape

KCIs Wrap-Up for Better Work-Life Balance

To run a calm business and have a calm life, we believe that both KPIs and KCIs are important to track. Work-life balance is not a destination you one day arrive at, it’s a constant pursuit you’re always fighting to feel.

In our experience, work-life balance can exist when our life metrics are as closely tracked and monitored as our business metrics are.

By regularly assessing our key performance AND key calm indicators, we can ensure that our time aligns with our priorities and that we lead fulfilling, well-rounded lives.

KPIs and KCIs

Build Your Audience and Boost Sales With Our Marketing Bridge Framework

September 26, 2023


Are you struggling to generate customer leads and sales? Not sure how to remedy it? Let’s work on your customer journey in this article!

“Marketing” is often perceived as a nebulous and intricate concept. It can be challenging to navigate, and it often feels like a mysterious forest. We aimed to simplify marketing by envisioning it as a journey.

Marketing is turning a stranger into a customer


We’re about to introduce you to a straightforward framework for crafting a marketing plan – welcome to the Customer Journey Marketing Plan.

In this scenario, the journey is a transformation from a stranger to a customer who chooses to buy from you. Along this journey, there are distinct touchpoints, and that’s essentially what marketing is all about.

Pink Donut


The Marketing Bridge Framework: A Simplified View of Your Customer Journey

Imagine your business as an island in the middle of an ocean. On this island stands your castle, representing your signature offer – what people pay you for.

However, on the distant mainland reside your potential customers, oblivious to the existence of your island (aka your business).

Marketing Bridge Framework


Marketing, in essence, is the process of constructing a bridge that connects strangers to your offer.

The Marketing Bridge Framework encompasses four key stages:

1️⃣  Find: Locate your ideal customers on the mainland.

2️⃣  Nurture: Build connections, foster trust, and provide value.

3️⃣  Propose: Present your offer.

4️⃣  Sell: Welcome customers as they enter your castle, making purchases and engaging with your offerings.

Let’s look at an example Marketing Plan based on the 4-stage framework

Suppose we aim to sell an online course teaching European Portuguese 🇵🇹. We’ll conduct live cohorts of this course and want to plan our marketing strategy accordingly. Here’s how we’d use the Marketing Bridge Framework:

  1. Find: We’ll create consistent Instagram content focusing on basic Portuguese phrases and establish a referral partnership with an immigration company.
  2. Nurture: Our email newsletters and weekly podcasts about learning Portuguese will prepare potential customers.
  3. Propose: We’ll announce the course in our email newsletters and podcasts, specifically targeting this stage.
  4. Sell: We’ll have a 2-week sales launch where people can buy the course and join the live cohort.
Marketing Journey Example


This example demonstrates how you can use the framework to devise a simple marketing plan. If you’re seeking more ideas, especially for the “find” and “nurture” stages, check out our Content Salad Strategy article.

Yellow Spiral


Advanced Strategies: Supercharging Your Marketing Bridge

Once you’ve mastered the fundamental four Customer Journey Marketing Plan stages, you can enhance your marketing by adding guideposts between them.

Here are the four strategies and how they fit within the Marketing Bridge Framework:

🧲  Attract: Draw potential customers to your nurture channels.

✨  Excite: Generate anticipation and excitement for your offer.

🤗  Assure: Convince customers that your solution solves their problems.

💪  Reassure: After purchase, ensure customers are delighted, turning them into advocates.

Create guideposts on your customer's marketing journey


With those four guideposts in mind, answer these questions for each guidepost to supercharge your marketing efforts:

Attract: Where and how will you attract strangers to your nurture channels?

Excite: Where and how will you generate excitement about your offer promotion?

Assure: Where and how will you convince your audience that your offer is their solution?

Reassure: Where and how will you reassure customers that they made the right choice?

And finally, here are examples of each guidepost:

Attract: Create a compelling lead magnet that will get potential customers on your email list.

Excite: Send a 2-4 week pre-launch marketing series via email, your podcast, etc to build excitement.

Assure: During your sales launch, provide FAQs, testimonials, and case studies.

Reassure: Have a post-purchase onboarding email sequence ready to highlight the value of the purchase!

Green Shape


Customer Journey Wrap-Up

The Marketing Bridge Framework provides a simplified, step-by-step approach to constructing a marketing plan.

If, like us, you once viewed marketing as nebulous and complex, this framework can transform your perspective. It’s designed around the customer’s journey, making it an invaluable tool.

If you’re not achieving the desired number of customers, consider where your bridge may be breaking down. Evaluate your marketing plan using this framework – it’s an excellent way to identify areas for improvement!

Remember, marketing is merely the art of connecting your offer with the right person at the right time during their journey. It doesn’t need to be overly complex or mysterious – it’s all about crafting a bridge to guide customers to your castle.

Marketing is connecting your offer with the right person at the right time

Making Millions Won’t Matter If You Don’t Trust Your Inner Compass

September 26, 2023


What could possibly make someone walk away from a 7-figure business? Have you ever felt like giving up on your business?

Recently, we stumbled across THIS blog post from a popular online business content creator and it reminded us of THIS blog post and also another email newsletter we received from a successful coach canceling her latest launch and offering refunds.

It got us thinking… 🤔🤔🤔🤔🤔

What makes someone walk away from a 7-figure business?

And what can YOU learn from these stories about the importance of authenticity, pivoting, and allowing your own inner compass to steer you towards a business that is flexible enough to evolve as you do?

Have YOU ever felt like totally walking away from everything you’ve built?

Shutting down your programs/services or drastically pivoting or maybe even walking away entirely?

What's the point in success if it feels wrong?


We’ve been there! Thankfully, we’ve learned four things that can help you not only recognize when you’re starting to veer off-course and run a business you no longer love but also what to DO when you start to feel that way so you can use your inner compass to find your way back to something that feels aligned and right for you.

The four things we’ll cover in the rest of this article:

  1. Developing your own “lane-assist” warning.
  2. Why “playtime” matters
  3. How to “break the frame” and resist the business mandates that drain you
  4. And lastly, how to make “choosing the hard thing” easier, which will ultimately keep you on a path that feels right instead of chasing someone else’s dream
Four steps to following your inner compass


Just to get it out of the way, we’re going to assume you aren’t trying to build a $100,000,000 business. You’re more focused on building a calm business, one that generates enough revenue, and a business that allows you to work with a schedule that creates a great life and doesn’t burn you out.

It’s likely you’re reading this article and not at the calm business finish line. Instead, you’re at one of those pivotal moments, trying to figure out what to do next?

If you’re in this spot right now and you KNOW you need to course-correct, wegotchu!



Trust Your Inner Compass by Developing Your Own Lane-Assist Warning

You know those sensors in cars that yell at you when you’re even a little bit drifting into another lane?

All the sudden you hear beep beep beep, and you’re thinking, “hey man, I was just trying to steer around that big semi truck because my wife has driving anxiety and she yells at me when we get too close to trucks around the turn!”

Inner compass lane-assist


Well, we need to develop that annoying alarm system for our own brains and bodies.

It starts by figuring out what YOUR unique indicators are that tell you you’re sort of going off-course.

For Caroline 👩🏻‍🦰 (the person writing this article to you): It’s usually a particular brand of anxiety, this feeling in the pit of my stomach like, ohhh that’s actually NOT what I want to be doing. That doesn’t feel true to who I am.

For Jason 👨🏻‍🦲 (Caroline’s husband and biz partner): For me it’s not anxiety but it’s this sense of boredom or dullness with what I’m doing. If I can tell I’m not embracing my weird and doing things differently, those beep beep beeps come screaming at me.

Step 1 is to ask yourself: When was the last time I did something in my business that didn’t feel right?

This is the important part of developing your own lane-assist warning. You need to take note of when things feel out of alignment and pay closer attention to that in the future.

As time goes on and you get more in-tuned with your business triggers, you can start to hear the metaphorical beep beep beep and know you need to change something.

Yellow Spiral


Avoid Hating Your Business by Practicing Playtime

Running a business rarely feels “fun” to most people. It’s mostly to-do items, customer support, getting frustrated with technology, wrestling with changing algorithms, etc, etc. BUT, it doesn’t all have to be dark clouds and feelings of wanting to flip the table over and give up!

Three ways we add fun to our business

Playtime Business Tip #1: No Bad Ideas Brainstorming

Business requires a lot of brainstorming and it can often be seen as a chore or something laborious. We’ve flipped the script on this by always starting a brainstorming session with NO bad ideas.

  • Any idea is fair game for 10-15 minutes
  • It’s best done with 2 people to go back and forth
  • Seriously, any idea is on the table!
  • After 10-15 minutes of silly, nonsense ideas, we start to think of good/better ideas and then the real brainstorming starts

For nearly 10 years, we’ve been doing No Bad Ideas Brainstorming and it’s made verbal whiteboarding a fun activity for us.

Bonus silly tip: If you’re ever stuck and in need of an idea, use our go-to silly filler idea — Selling pickles in New York City. Why that idea? No clue, but it’s been around for a long time as a way to move meetings forward.

Playtime Business Tip #2: The phrase “Donkey Kong Country”

Please raise your hand if you’re a child of the 90s and you remember playing this Nintendo 64 gem of a game, Donkey Kong Country??

Donkey Kong Country


Even if you never played the game, the gist is very simple: When you’re ABOUT TO BE in the heat of a business discussion, decision, task, or diving into an intense task, think about Donkey Kong Country.

It’s a video game where two gorillas collect bananas and balloons, dodge wooden barrels, and fight an enemy called a Croctopus. There’s nothing serious about that and that’s why it works!

By uttering the phrase “Donkey Kong Country” before getting into a task or to-do that is going to raise your blood pressure, you add a bit of fun and levity. You think about those cute characters and you reduce the stress of the moment. And of course, feel free to replace DKC with whatever game makes you happy, just be sure to pick a silly one!

Playtime Business Tip #3: Change the location!

This one seems simple, but it’s wonderfully helpful, especially if the location you move to evokes a feeling of fun or enjoyment.

For us, this typically means going to a favorite coffee shop. Or, a walk down to the beach where we can breathe in the salt air.

We’d wager you can immediately think of a happy place near you that brings you joy. This is the place you should go whenever you need a break, a reset, or just have to change your mood. Identify this location and use it whenever you need to change things up!

Add playtime into your business



Break The Frame and Question All Assumptions

Break the frame means looking at whatever assumptions you have or constraints you’ve put on your business and questioning all of them.

So often we start hating our business because we start doing things that we think we SHOULD be doing instead of what we want to be doing. In our businesses, we question every single “frame” and as an exercise, we try to BREAK it in a way that better aligns with who we are.

“What would it look like if I didn’t have to..”

This guiding question has been a game-changer for our inner compasses.

A perfect example of this question in action was back in 2021 when was asked, “what would it look like if we didn’t have to use social media at all to promote our WAIM Unlimited coaching program?”

The frame or the modern business convention dictates that you HAVE to be on social media these days to market your business. But we wanted to challenge this assumption and see if it was actually true. What would being off social media look like? How would we think about marketing and promotion? Would our revenue and audience growth plummet??

The answer for us? Our revenue (and overall happiness) has INCREASED since we stopped using social media for business.

Now, we’re not saying you can quit using social media today (although maybe you can??), we’re just saying to take a hard look at every single frame of your business and challenge the shoulds.

Question all your assumptions


Fuzzy Donut

How To Make Choosing The Hard Thing Easier

Finally, sometimes you’re going to find yourself in a place where you’ve changed and you have to make some hard decisions to ensure your business evolves with you as a person.

You might be like one of the authors we mentioned at the beginning of this article who wrote about taking a long sabbatical from work or stepping back completely and quitting a big project. This might be the only way to course correct back to a business you love and that feels calm. But… HOW do you do that?

You remind yourself that hard NOW is always better than harder LATER.

When you make the hard choice now, you are doing something really important: you’re choosing your own happiness.

It can absolutely be scary, but the pain of a big pivot is temporary. What’s MORE painful is years of running a business that feels misaligned where you’re compromising who you are at your core. When you ignore your inner compass for years, that’s when drastic decisions happen.

When we read blog posts or stories about people quitting, stopping, or taking breaks from their business, we cheer for those people!

Change now is hard, but waiting is even harder


It takes a lot of courage to choose yourself and follow your own inner compass to a business that is authentic and sustainable.

Most often, people around you won’t understand why you need to take a break. But, just because people don’t understand why you’re making a decision doesn’t mean it’s not worth it.

The next time you find yourself feeling stuck and like something isn’t quite right, we hope this article and the four strategies in it can help you move forward in whatever direction feels right to you.

And, we hope these tips help you BEFORE you have to completely blow up your business.

A Simple 6-Part Formula for an Effective Homepage Design

September 25, 2023


Your website is not just a decorative accessory for your business. It’s often the first impression someone has of your business and it needs to be assisting you in making revenue. This starts with an effective homepage design.

We’ve spent years building websites for our service-based businesses (offering branding and website design) as well as for our digital product businesses (selling online courses, e-books, memberships, and more).

Optimizing your website to be more effective in support of your strategy is vital to making your business successful. Your website should be working on your behalf to reach your revenue goals. If you aren’t hitting your goals and you desire growth, you need to consider the possibility that your website isn’t doing its job.

In this article, we’re going to share with you the processes we use over and over again to design an effective homepage.

Homepage Design with Wandering Aimfully




How To Gauge The Effectiveness of Your Homepage: 4Qs Clarity Test

Before you go making changes to your site, you need to gauge how effectively your homepage is communicating with your customer at the moment. Start by climbing into the shoes of someone visiting your site for the first time who knows nothing about your business.

Does your current homepage CLEARLY answer these 4 questions:

Q1: What do you do?

As a visitor, would you know immediately what kind of business your site promotes and what mental category to put it in? What’s the two-word category that your customer/client should put you in? You don’t want someone to be confused about what kind of business you run.

TIP: We call this your “two-word tango.” Someone should easily be able to identify you as a graphic designer, web developer, marketing consultant, business coach, fiction author, etc.

Q2: Are you for me?

As a visitor, would you be able to identify if this business was geared toward you? Would you recognize yourself in the copy or resonate with the design elements?

Your website homepage should explicitly state your audience somewhere. Your target audience should be able to say to themselves, “I’m in the right place!” It’s about showing them that your business, brand values and personality are a match for them.

It also helps you sort through who you want to be working with. What kind of customers or clients do you want to be spending your time with? You want your site design to speak to those people, even if it means people who don’t fit that bill will be turned off.

Q3: How can you help me?

As a visitor, would you know how your life would be improved by hiring this business or buying a product from this business? There should be a clear outcome stated for your client/customer. As Donald Miller from StoryBrand says, “make the customer the hero” and show them the journey they can go on with your business.

We love this quote from April Dunford on positioning yourself and your product:

“Customers don’t care about your unique features, they care what those features can do for them. Your positioning needs to be centered on the value that you alone can deliver for customers.”

Q4: What’s my next step?

As a visitor, would you know what action you should take next if you were interested in this business? It should be super obvious, compelling and visually distinctive.

Please, for the love of Pete (whoever Pete is) stop burying your email signup form in the footer of your website, especially if that is one of your main objectives for your website. Also, don’t just say “sign up for my emails,” add a compelling statement as to WHY someone should give you their email address.

Pop open a new browser tab and go to your website’s homepage (we know you have about 17 others open 🙈). Now go through the four questions outlined above. Does your homepage currently pass the 4Qs Clarity Test?



Design An Effective Homepage Using Our APSOSA Framework

What do you do if your website DOESN’T pass the 4 Question Clarity test?

Don’t panic! We’ve come up with a magic spell (because, fun 🧙‍♂️) that will get your website and homepage working toward your business goals in no time. We call this spell “APSOSA” and feel free to shout Websitium APSOSA! as you continue reading.

Our “APSOSA” framework is the secret to telling a clear and compelling story that helps your homepage hit your objectives.

Use the APSOSA spell if you want to redesign your home page to CLEARLY speak to your customer and support your primary objective.

These are the following six elements that should be communicated clearly through your design and copy.

A – Audience:

You want to be able to identify who you’re talking to and they need to immediately recognize themselves in your copy.

P – Problem:

Speak to the problem that your audience currently has. Remind them what they’re struggling with.

S – Solution/Offering:

Tell them the solution to their problem and position your offering as the thing to provide that solution.

O – Outcome:

This is where you describe how their life will be better on the other side of buying from you/working with you. Paint a picture of the future they could have.

S – Sauce:

What makes you stand out from the sea of other websites they’ll check out that day. Be memorable and add your own authentic spin throughout.

A – Action:

Make it clear what the MOST important action you want them to take is. Be clear
about what’s waiting for them on the other side and make it compelling.

Want to see the APSOSA framework in action?

The video below is a clip from one of our Wandering Aimfully coaching sessions where we taught the APSOSA framework to our members using one of our awesome folks and their site as an example!


Head back over to that browser tab with your website. Go through each step of the APSOSA framework and identify where on your homepage each facet is represented on the page. Are you addressing the six key elements in APSOSA right now? If not, write down any small changes you could make to your copy to satisfy all six parts of the formula.


Fuzzy Donut

Homepage Design Wrap-Up!

We hope you’ve enjoyed learning our two processes for creating an effective homepage design that helps your business meet its objectives.

Before you make any changes, be sure to grab some analytics on how your website was performing before you made these tweaks. We recommend tracking:

  • 👥 Number of visitors to your homepage in the last 30 days
  • ✅ Number of conversions to signing up for your email list/free consult/contact form the last 30 days (whatever your “lead” action is)
  • 💸 Number of conversions to hiring you or purchasing your product in the last 30 days

Then, if you haven’t done so already, put your homepage through the 4 Questions Clarity Test and the APSOSA framework. What do you need to change? What design dont’s do you need to fix?

Be willing to experiment with your homepage and lean toward having LESS content than you think you need. Keep your objectives for your website in mind and compare your changes to your baseline metrics!

The 6-part Magical Formula for Designing an Effective Homepage

This Goal Setting Routine Prevents Burnout

September 23, 2023


Are you tired of the chaotic whirlwind that entrepreneurship can become? Ready for a simplified, calm take on goal-setting?

Our business changed dramatically when we started implementing processes to set goals, make plans, and actually check in on them, rather than just flying by the seat of our business pants. Which, in case you were wondering, are definitely NOT corduroy pants. Ew.

We’ve created a set of goal-setting pies (mmm, 🥧) that help us set long-term goals AND short-term goals that feed into those long-term goals. There are four different goal-setting pies, each with a different time frame, and a different purpose that starts out very broad and gets more and more specific as we go:

  • We start with Yearly Planning – The 20,000ft View
  • Followed by Quarterly Planning – The Roadmap
  • Then Monthly Planning – Shift to Execution
  • And finally Weekly Planning – Granular Task Scheduling
Our goal-setting pies


Let’s dig into each one of these and share with you HOW it will contribute to a greater feeling of calm in your business!


Start Goal-Setting with Yearly Planning

Yearly planning IS the first goal-setting pie and it’s arguably the most important piece to start with.

You want to start by setting your vision and financial goals for the year

This is the 20,000-foot view of your business from above. When we do our yearly planning, we carve out about 3 days at the beginning of the year (or before the year even kicks off) to imagine broadly where we want to steer our businesses. You don’t have to wait for a new year to start to do planning for the next year, feel free to start TODAY.

A few things we like to focus on that should help you with a yearly planning meeting…

🖼️  Theme of the Year – Is it a growth year? A more calm year? A year to invest in your skills and learn new things?

🍂  Seasonality of the Year – What are the rough dates for your big projects? When are your launches?

🧳  Personal Time of the Year – When do you want to travel? Are there days/weeks/months you are planning to take off?

🤑  Financial Goals of the Year – What’s the total revenue you want to make in the next 12 months? How does it break down by project? How does it break down by month? How much profit are you expecting? What’s the high-level budget breakdown?

For the financial goals, we’re also taking a closer look at our projects and imagining what initiatives need to be created to actually make our revenue goals come true.

This is the overall view of what you want your next year to look like. Don’t skip this step, it’s what sets the tone for the rest of your goal-setting pies!

Yearly planning is where it all starts



Quarterly Planning to See a Path to Completing Goals

We like to meet for a half day once a quarter to chat about project planning and big-picture content creation for the next three months. There are two broad categories that help at this stage:

Prioritization Stage and Review Stage

🧮  Prioritization: What projects do you want to prioritize for the upcoming quarter? What milestones and deadlines will help you stay on track to hit your quarterly goals?

We’ve found that if we don’t prioritize projects and plans at the beginning of a quarter, all our tasks and todos tend to pile up in a bit of a business car accident. We want you to AVOID a pileup of tasks and todos, which is why you prioritize ahead of time!

👩‍💻  Review: Look at your previous three months and adjust your bigger vision accordingly.

Maybe a marketing initiative didn’t go as planned or you decided to shift your strategy with new information. A quarterly meeting is a great place to reflect on how your previous plans came to fruition. It’s 100% okay if you didn’t hit your quarterly goals, this is the time to review and adjust so you can get back on track!

Quarterly Planning is also the goal-setting pie where you check in on your content strategy

It’s important to think about what content channels you WANT to be spending time creating for. Just because everyone is jumping on TikTok doesn’t mean your business needs to be on TikTok. If anything, quarterly planning is the perfect time to start a new content experiment and then reflect on the previous one to see if it’s actually working!

Questions to answer in your quarterly content planning time:

  • What content channels do you want to CONTINUE using?
  • What content channels do you NOT want to prioritize?
  • What do your email newsletters look like for the upcoming quarter?
  • How did your email newsletters do last quarter? Any standouts?
  • Is there anything new content-wise to experiment with?

Think of your quarterly meeting as a great way to check the pulse on the yearly goals you set. This way, you can actually see progress and gain motivation.

Quarterly goals are where you focus on projects


Fuzzy Donut

Monthly Planning is Where You Shift From Strategy to Execution

Every single month we sit down and have a 2-3 hour meeting where we check in on the progress of our projects, deadlines, personal goals, financial goals, and take the overall temperature of our business.

Every month is a chance at a fresh start for your goal-setting

The top of a new month is this kind of natural restart, so it’s always a good time to recommit to your priorities.

If you want to exercise more, or spend more time with friends, or go to bed earlier, or have more date nights, etc. these monthly meetings are the perfect time to check in on life, business, and ensuring that everything you’re doing month-to-month is helping you reach your goals.

Monthly goals are where you shift from strategy to execution


Yellow Spiral

Weekly Planning is Where The Goal-Accomplishing Action Happens

Pick a day of the week that works best for your schedule and block off 1-2 hours to get SUPER granular on your tasks and todos.

We like Sundays, as it gives us a nice springboard into the week. We’ve tried weekly planning on Mondays, but for us, it never felt quite right (almost like we started the week off a day late).

What we plan each week (please steal this!) 👇👇

  1. What content/project are we working on this week?
  2. What are the metrics we need to track (email subscribers, website traffic, etc)?
  3. How is our latest biz experiment going?
  4. How are our life priorities doing?
  5. Do we have any customer issues we need to take care of?
  6. What (boring) maintenance items are on the docket (life or biz)?
  7. Weekly budget meeting (expense review) and forecast check-in

Feel free to add any other items to your weekly planning that fit your life and business. When we’re in a busier season of life, we often have 2-3 meetings per week to stay on the same page and avoid being overwhelmed.

Weekly goals are where you focus on the nitty-gritty details



Spend 6% of Your Working Hours on Planning Each Year

We did the math and we spend roughly 100 hours working through the various stages of our planning pies every year.

Out of the 1,500 (ish) working hours available each year (261 weekdays * 5.5 hours per day), we’ll gladly spend 6% of that time to improve our chance of hitting all our goals.

You may work less days and less hours per year. You may work more hours and more days per year. Whatever amount helps you live a calm life and run a calm business is the RIGHT amount!

Our business became calm when we prioritized planning and goals


Know where you’re trying to go, but be willing to evolve.

One of the core values of our business is evolution. We believe in designing businesses that can support who you are now but also who you’re becoming. As your needs and your life change, be willing to adjust your goals accordingly.

A final note on Goals vs Systems

This concept comes from James Clear and his best-selling book Atomic Habits (aff link). In the book, he talks about how goals are the destinations we fixate on, but the true magic lies in the journey itself—or the repeatable systems we craft in pursuit of those goals.

It’s the small, consistent actions—the systems—that actually pave the way to the outcomes we want. By focusing on the input rather than the output, we can enjoy the process AND put our time towards things that will get us to our ultimate desired destination.

If you don’t consider yourself a planner or a goal-setter, we hope these goal-setting pies will help you bake (HEYO! 🥧) planning into your business so that you can make better progress toward your goals!

How Weekly Budget Meetings Changed Our Financial Lives Forever

September 22, 2023


Running your own business means you’re thinking about money all the time, but are you thinking about the right things and do you have the right money habits?

We’re not those people who believe money is EVERYTHING and we’re just aiming to squeeze every last dollar of profit out of our businesses.

However, we do believe in using your business to fuel a spacious, calm lifestyle, and more money certainly helps alleviate stress and gives you more choices of how to spend your time.

How much money is enough?


There are two important money decisions we want to share with you in this article. Neither of them are groundbreaking in theory, but both of them drastically changed our financial situation by putting us more in control and shifting our mindset around money.


Important Money Decision #1: Mandatory Weekly Budget Meetings

There was a time not too long ago when we were afraid to log in to our bank and credit card accounts. We thought if we ignored the financial truth of those accounts, mysteriously all our money problems would just sort themselves out. However, that is a tactic that simply does not work.

You HAVE to know your numbers in order to grow your numbers. Meaning, you can’t just ignore your finances and HOPE that your financial position will change.

You have to know your numbers to grow your numbers


When we were $100,000+ in debt a few years ago, it felt like we were climbing a money mountain that was insurmountable. But the single game-changing decision that turned the tide for us in getting out of debt was to finally commit to having weekly budget meetings where we had to actually look at our numbers.

The first weekly budget meeting sucks, then each week after gets easier

We’re not going to lie to you, that first weekly budget meeting can be like a punch to the gut. But, once we were through it, it allowed us to take back control and actually make a plan for how to pay down our debt and work toward some of our financial goals.

As we moved forward, our weekly budget meetings got less painful. Sure, more money didn’t just magically show up because we started reviewing our finances each week, but it became less uncomfortable to confront our financial reality.

During one of our early weekly budget meetings, we decided to look at paying off our debt like a game.

Every expense tracked was a new item we discovered.
Every bill we forgot about was an unexpected mini-boss we had to battle.
Every dollar of income was a shiny gold coin that could get added to our ledger.

Weekly financial meetings changed our financial lives


When our debt mindset shifted from shame to game, that’s when things got less stressful and when our plan became less daunting!

Further reading: We wrote an in-depth article about our full debt payoff plan and how we paid off $124,000+ in debt in under 3 years.

You might be wondering: Do we still have weekly budget meetings? And the answer is YES! Even many years later, completely debt-free, and with businesses that generate 5x the revenue, we continue to have weekly budget meetings because it keeps us in control of our money!


Important Money Decision #2: Setting “Enough-Based” Financial Goals

“A million dollars isn’t cool. You know what’s. “A million dollars isn’t cool. You know what’s cool? A billion dollars.”  Thanks for the fun movie quote, Sean Parker, but this type of thinking is what keeps people striving for goals that are unreachable OR reachable with loads of stress.

We want to make it very clear: Whatever amount of money you want to make is totally fine with us! But… We just ask that you take a hard look at your day-to-day life, your specific circumstances, and uncover a financial goal that’s suited to YOU.

We all see it everywhere, people talking about making six figs ($100,000+) and seven figs ($1m+). Again, if those numbers can be broken down and aren’t arbitrary, by all means have them as goals.

However, what we’ve found is more helpful is to set “enough-based” financial goals.

Being wealthy doesn't mean you have to make a certain amount of money


How much money is ENOUGH to live a good life?

Very quick story from Jason 👨🏻‍🦲:

  •  Back in the early days of my career (2009) I always said I wanted to make a million dollars. But I couldn’t tell you what that meant for my actual LIFE. What was I going to use that money for? How would it bring me more of the things I wanted? What were the expenses my business would have to earn that much revenue? I hadn’t even thought about any of the details, I just wanted to hit that arbitrary milestone. And want to know what happened? Chasing that $1m dream led to me being the unhappiest, most stressed, and most in debt I’d ever been in my life.

When we started Wandering Aimfully (WAIM), we decided to take a different approach. It would’ve been easy to say, “let’s have WAIM make $1m per year!” Instead, we learned from Jason’s mistake and asked an important question: “How much money would be ENOUGH?”

This brought us to questions like:

  • How much do we want to spend on rent each month?
  • What’s our clothing budget every year?
  • Do we want to travel? What does that specifically look like?
  • What about investing? Saving? Donating to causes?

We went through every question we could think of to created an “enough-based” financial goal. In the end, we landed on $33,000/month* (~$400k/year) as our first enough goal.

*Note: Setting an enough-based financial goal does not have be a forever goal! Your goals can always change if your life changes. Our enough number has grown since setting this initial one due to new goals of wanting to buy a home, raising kids, and putting money aside to take care of our parents. 

Further reading: If you want to read the entire story of how we hit our enough goal for WAIM in the first 3 years (with all the ups and downs along the way!) you can read that full story here.

Depending on your financial situation, $400k per year might sound like a lot or it might sound like not enough. For us, it felt like that amount would be a dream come true because that number was directly related to a lifestyle that would be a dream come true!

You’ll never know you’re satisfied unless you define exactly how big the container of your desires is.

Satisfaction is the feeling that your cup is full Pink Donut

By actually asking ourselves these enough-based financial questions and applying REAL numbers to each category, we were able to see that our business doesn’t need to make a million dollars for us to feel wealthy.

Setting our enough number helped us feel more at ease in growing our business. We had a true north to head toward and it was a way of defining a boundary line of satisfaction. There are plenty of more impressive businesses that make way more money than ours, but we look around and we have gratitude every single day for what we have because we know our goals have contributed to us living our dream lives.

If you want to read more about the idea of ENOUGH and get our specific formulas on how to calculate your Monthly Minimum Magic (MMM) number and Enough number you can read this article.

We hope you’ll apply these two simple shifts to your own personal finance approach, and we hope they bring you less stress, and yes, even more (but also ENOUGH) money!