How I Designed My Business to Serve a Movement, Not Just Clients

TL;DR: Most coaches are told to pick one format and price point, but that approach excludes people at different stages who need different things. I built a mix of free content, courses, community, and premium coaching because my goal isn’t “the most money with the least clients.” It’s to “create the most impact.” That requires the greatest inclusivity because I’m trying to support a movement toward a better world.

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As someone building a business that teaches people how to build impactful businesses, I face the same pricing decisions I help my clients make.

Here’s the tension I wrestle with: If progress toward a kinder, safer, and more equitable world should be accessible to everyone, how can I structure offers that don’t exclude the people we need most in the fight?

So, how should we think about pricing our offers?

Perhaps you have noticed that simply existing these days is remarkably expensive.

Everything is expensive: going out to eat, software, cell phone and internet bills, all the different streaming services, and of course, healthcare. I routinely notice this when I think about going anywhere besides my home office during the day. I have few options that don’t quickly drain my bank account.

As money gets tighter, people are more careful and deliberate with their spending. The critical factor here is trust.

By offering services at a much lower rate and packing them with value, I can build trust with those who could later be interested in my offers that carry a larger investment.

I’ve come to realize that if all I offered was exclusive 1:1 coaching, middle tier packages, or entry level products, I’d always be leaving someone out, including myself.

The Confusion of Conflicting Advice

If you’re a coach, consultant, or entrepreneur trying to figure out your own offers, you know the confusion. Everywhere you turn, someone is telling you the “right” way to do this:

Go premium only! Scale with courses! Build community! Offer 1:1!
Pick a lane! Productize! Create a signature system!

Your head swirls, your heart races, and you’re left wondering: which one is right?

What I Learned From Trying Everything

Over the years, I’ve tried so many different strategies: low cost, premium single offers, packages of varying sizes. I’ve studied how other people built offers and positioned themselves.

For a long time, I got lost in the tactics. I chased what seemed to work for others. I listened to advice from every direction.

But here’s the most valuable lesson I learned:

There is no one way.

There are a multitude of ways to run a business, and “success” doesn’t even have a single definition. I know that I could make a lot more money if I chased trends, manipulated people, and used every trick in the book, regardless of the quality of what I delivered to clients, the trust I would build or lose, or the integrity I required of myself.

I know how to do all of that, I just refuse to do it.

I decided to shun all of the advice of (seemingly) financially successful loudmouths on the internet about the right way. Instead, I decided to embrace a business that is authentic to me and my goals. I realized that everything out there is just a resource for me to explore and consider, rather than a natural law to discover.

How I Thought Through This

I approached this strategically:

1. I started with my goal, 2) identified all of the obstacles, 3) catalogued all of my strengths and weaknesses, and 4) worked backwards to design offers that worked for me.

The constraint that I imposed upon the offers was that I would never sacrifice my value regardless of the cost of any offer. Therefore, my hourly rate that I earn for everything I do is maintained at a level I’m comfortable with, understanding that certain activities are offers as well as paths to higher ticket offers.

I drew countless mind maps trying to think of how each offer was a fit for the overall mix I’d put together.

From my work in neuroinclusivity, I know that different brains need different things. So I try to offer help in various ways, at different price points, and in different formats.

This allows me to provide help to the maximum number of people while still valuing my own time.

Rooted in Purpose

When I talk about my offers, I try to remember that the most important thing for me to communicate is how each is rooted in service of the brand purpose:

Super Impactful exists to create a world that is kinder, safer, and more equitable. We do this by helping people remove invisible limitations and channel their abilities toward meaningful impact.

How accessible would it be if the only path I offered for people to remove the limitations and channel their abilities was behind a giant paywall. Further, I can’t do that if I assume that everyone needs the same thing or has the same limitations.

Therefore, I have offers that naturally must come in different sizes, with different levels of complexity, time commitments, and therefore different costs.

The different formats are an outgrowth of a comprehensive commitment to the purpose.

A Framework for Your Own Decisions

You have people at various different stages who could become clients. You can certainly choose to focus only on those who are ready for high ticket offers. There’s nothing wrong with that.

But the decision of what you offer and at what price points is part of a larger conversation about your brand and positioning. I designed my offers the way I did, because what’s most important to me isn’t “the most money with the least number of clients” but “the most impact.” And this requires the greatest degree of inclusivity in order to assemble the largest movement toward a better world.”

Three questions you might ask yourself:

• What stages of the problem are you able to solve?
• Who are you leaving out, that you don’t want to leave out?
• What does your pricing say about your brand purpose?

What I Offer and Why

Over the coming weeks, I’m going to walk through each type of offer I have, in detail, showing you not just what they are, but how I’ve applied my own frameworks to building them. I am doing this to show you thought that went into each, first and foremost as a means to teach you how to do it for yourself. It doesn’t hurt that I get to lightly promote the work I do and am so proud of.

I’ll be going through my programs, workshops, starting points, communities, and free content. I’ll also show how these same principles extend into my other company Super Productive. Here’s what I’ll be covering in the coming weeks.

• Programs: My Coaching Offers — what I offer and why
• Productivity Consulting: Super Productive — our Unity Platform and specialized help for teams using Asana.
• Starting Points: Short, low cost consulting engagements that help people make immediate progress on a discrete set of challenges, without a long-term commitment.
• Community and Free Content: The Superhero Institute and all the resources on Becoming Superhuman for providing value regardless of someone’s ability to pay.
• Consulting Offers: Specific solutions like Heroic Branding, and SuperBrain OS Setup, for people who need focused help on one piece of their puzzle.

Each of these exists because someone needs it. Each is priced based on the value delivered and the time required. And each connects to the others, creating multiple entry points and pathways for people at different stages of their journey.

The important thing is to communicate who each offer is for and why it is different from the other offers, so that potential customers can make informed decisions from honest communication.

I never want to manipulate people into spending more than they are ready for. Instead, I want to help the maximum number of people, and so my pricing and offers is a conscious effort to meet more people where they are.

What I’m Doing Now

I’m constantly working on these offers, refining them and using the real-world laboratory of work with clients to improve each one. This means that pricing may change. What’s included may change. Heck, I may even change something right after posting this!

The one thing I am working to take more meaningful action on is letting people know these services exist. In my commitment to the work, I have to remember that the offers have to get into people’s hands so they can make progress.

This entire approach reflects my own process. I learned from years of experience and study. I thought strategically about my goals and constraints. I’m communicating honestly about what I offer and why. And I’m taking action aligned with my values, constantly refining based on what I learn.

What’s Right for You?

If you’re wrestling with your own offer structure, I’d love to help you think it through. Schedule a call with me to discuss your challenges, and we’ll find the right offer based on your goals, timeline, budget, and what methods resonate with you.

You can also explore all the options on the Super Impactful website to see the full range of what’s available.

And if you’re a fellow coach or entrepreneur designing your own business, I hope you’ll use this as a framework. Your offer structure should flow from your brand purpose, not from copying formulas that worked for someone else with different goals and values.

Remember

There is no one way.

There’s only your way

Your way serves your purpose and the people you’re here to help.

I hope you enjoyed this post!

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