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195 - The Identity Framework That Fuels Exponential Growth · Amplify Your Marketing Message with Christine Campbell Rapin

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  If you are a B2B service based business owner and you are
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  looking to gain more clients, create more impact and more
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  revenue in your business, TuneIn to amplify your marketing
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  message with Christine Campbell Rappin.
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  Every week we're going to take you through how to build an
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  audience of buyers, mastering your marketing message and
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  making offers. Welcome back, everybody.
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  I will tell you that next level growth requires sometimes a big
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  shift in your next level identity.
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  And a good friend of mine introduced me to our next guest
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  who has witnessed this, supported this, led this, and
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  has something really important to say about this.
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  So please give a very warm welcome to Cassie Shea, who is
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  going to be our guest today. Cassie, welcome to the show.
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  Thanks so much for having me, Christine.
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  Glad to be here. It is a pleasure.
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  So let's talk about this idea that as you move into more
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  wealth, as you move into more success, as you move into more
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  impact, sometimes how you perceive yourself and how others
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  perceive you comes out of sync. How do we tackle this and how do
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  we bridge that so that it becomes fast level growth?
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  Use the word bridge. That's actually exactly where it
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  would go with this. So I'll give you a super recent
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  example. I had a call just to date with a
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  very successful entrepreneur. He's running a multi 6 figure
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  business about to cross into the seven figure mark.
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  And his stated problem was I don't know how to delegate sales
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  and marketing. I'm sure many people in your
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  world are thinking about this as we grow in our business, we want
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  to learn how to bring others into the team, right?
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  And the first thing he said was I'm, I'm a hard worker and I
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  asked for his permission to coach a little deeper.
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  Can I open up this question? But that idea that identity of
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  being a hard worker is actually what's preventing you from
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  bridging where you are now to where you want to go.
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  Because the story we tell ourselves about what's possible
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  is dictating what decisions we make.
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  At the core of it, that's identity work.
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  So whatever story we're telling ourselves about where we are in
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  our Business Today and how that's different from where we
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  want to go, that creates what's called a gap.
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  And the fastest way to do that is actually to have an identity
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  bridge that can get us from where we are today to where we
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  want to go or create a intermediary story between, for
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  example, if you're a multi 6 figure entrepreneur wanting to
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  cross that 7 figure mark, it's not just enough to say I have an
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  identity as a 7 figure entrepreneur.
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  Your brain might be screaming, well, that's not the evidence.
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  Like that's not what my bank account says.
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  That's not where my client pipeline is today.
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  But a bridge identity might be something like I'm crossing into
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  the southern figures and I'm a super delegator.
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  That actually might be a bridge identity as an example.
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  That gives us the tactical framework to know what do we
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  need to do to close that gap to get from where we are today to
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  where we're ultimately trying to go next in our business.
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  And how you were beautiful in witnessing his identity gap.
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  Are there things that we can do or how we can solicit this so
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  that we also have that light bulb to create an even better
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  result like you were able to walk through with your client?
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  One of the fastest and easiest ways to do this in a very
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  tactical way, one thing that I invite my clients to do that
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  anyone listening to this could do is take out a sheet of paper
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  and 1st you want to start with what is the 20% of the work
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  you're doing that's leading to the largest results in your
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  business? For me, it might be something
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  around activating my network, being on podcasts, hosting
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  people on my podcast, upcoming. Like being able to develop
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  deeper relationships and conversations with people would
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  be one example. But we use the 8020 rule.
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  So 20% of what we're doing is usually leading toward 80 or
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  more percent of our results. And that also means that
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  actually taking an inventory of the 80% of things we're still
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  doing that we might need to fire ourselves from is really
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  important to surface and look at.
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  I'm in the process of expanding my team, so I've just done this
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  exercise on myself, which is what I typically do with all the
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  client exercises I give to clients.
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  I do them on myself as well and I do them again and again to see
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  how growth is really a spiral, right?
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  We get to the next level and sometimes we actually need to go
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  back to basics. So we use the 8020 rule.
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  The 80% of things that I'm currently firing myself from are
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  things that I can make SOP's and delegate around.
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  In other words, I can give better instructions and clear
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  instructions to my team because I realize that an identity I was
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  fully gone to, perhaps for too long one might say, is the
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  project manager in my company. And so when I realized order to
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  get to the next evolution of my growth as a leader and an
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  entrepreneur and a creator, I actually need to fire myself
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  from everything having to do with project management.
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  That now gives me a clear tactical frame to understand how
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  the question I would ask is what would need to be true for me to
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  never do project management in my company again.
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  And that question, what would need to be true?
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  Fill in the blank, what would need to be true?
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  An example of the client I just gave you would need to be true
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  for him to not necessarily be the hardest worker in the
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  company, but the smartest worker, the worker with the most
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  leverage, the worker with the most impact.
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  Once we start shifting the words and unlocks a better question.
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  So the question for me, when I looked at my 80% list of things
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  that I'm doing that take up a lot of time, they do add value,
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  but they add incremental value, not necessarily exponential
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  value to the business. I was able to actually make that
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  list very tactical and practical and understand that some of that
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  was a lag of my old identity. Some of those were identities I
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  used to live in that made the business prosperous up until
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  now. But what got you here won't
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  necessarily get you there. So quick inventory on your 8020
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  list and then looking at how you can fire yourself lovingly from
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  that 80% that's no longer of your highest and best is a fast
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  way to start looking at some of those lag identities that did
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  get you here, but they won't get you to the exponential growth
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  that's next. I know more for many people, the
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  biggest question to ask is what would a person at that next
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  level be doing, deciding, implementing.
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  And I think one of the most profound things, exercises
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  similar to what you're saying is take an inventory of this.
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  Think what A7 figure business in this example, what A7 figure
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  business be the one updating the website?
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  Would they be doing the project management work or is that the
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  gap that you've got and you have to future cast?
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  You have to really think about this and not just think about
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  firing yourself, actually fire yourself.
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  And so when you're shifting debris, how do you step around
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  the debt, the wealth, the prosperity?
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  Because often when we're climbing, fear comes with us.
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  What do you see? How do you experience it?
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  And how can we all learn from how you guide others?
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  I think fear can come along for the road trip, but one of my
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  roles for myself and what I encourage and invite clients
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  into is fear doesn't get to press the brakes, fear doesn't
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  get to accelerate, and fear doesn't get to hold the steering
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  wheel. So fear might sit in the back
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  seat, maybe eventually even the trunk.
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  But it's unlikely that we're going to take any kind of new
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  large endeavor that's going to stretch our skills.
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  If we think about the science of change, in order to do something
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  bigger, we're going to need new skills.
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  And so there's definitely that sense of fear.
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  And I would also replace the word with uncertainty.
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  I think as entrepreneurs were constantly dealing with a sense
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  of uncertainty and we sort of learned to stomach it almost
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  like maybe being on a, a boat. We're we're riding that tide and
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  we're learning how to stabilize ourselves despite the
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  environment around us. One of the ways that we keep
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  ourselves aware of the balance point if you're on the ocean is
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  actually looking at the horizon if you're somebody that tends to
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  get sea sick. And so the same principle
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  applies with fear. If we look too much at literally
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  where we are now in the gap of where we're going to the
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  distance can be overwhelming and it can create a level of
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  uncertainty that paralyzes us. But if we actually look at the
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  long term perspective, the goal is that we're actually starting
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  to make decisions as our future self.
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  Now, I'd love that you use that word around decide.
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  What is that future version of you deciding?
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  So one example would be to to actually stretch the goal Baker
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  and farther so that it shakes up your thinking.
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  Doctor Ben Hardy talks about this a lot and the books the 2X
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  is easier than 2X, which is one of my favorite texts to use with
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  clients. And the idea is that if your
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  goal is too small, we actually see almost unlimited pathways to
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  get there. And we can get paralysis by
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  analysis because there's too many options.
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  The more we actually make the goal bigger.
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  So for example, if you're a multi 6 figure company crossing
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  into the seven figure mark, the low 7 figures crossing that
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  $1,000,000 mark might be inevitable.
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  But what would actually change your thinking is what if you
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  actually went from multi 6 figures to over 10 million?
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  The point is not to create a goal that you can't possibly
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  hit, but the point is to change your thinking about the pathways
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  and the decisions that would actually be required to get
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  there. And there's actually fewer
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  possibilities. There's fewer options if you
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  stretch the goal out and make it way bigger.
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  Because to your point, you're not going to be able to update
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  the website and write every line of copy and also service every
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  customer that comes in the door. It would be impossible to
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  duplicate yourself 1000 times over to serve clients and gain
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  that much revenue. So if we actually make the goal
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  bigger, that will change our thinking.
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  And so when I have a client that feels stuck or they're
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  experiencing that fear and uncertainty, one of the things
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  that guide them back to is what do you honestly want?
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  And then I prompt them to actually make that request or
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  that desire even bigger to see what creative pathways that
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  might open up. I'm curious, in this world of
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  digital where we're asking AI choose your flavor of the week
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  to show me a path to 10X instead of 2X, how does our identity
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  come along for the ride or not in a case like this?
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  Because I love the simplicity with fewer pathways when you are
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  jumping exponentially. But sometimes people see this
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  exponential thing because it's fed to them by a language
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  learning model. But identity isn't something
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  that the AI does well, so how are you encountering this?
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  2 answers. I believe that all of my clients
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  voicing their truth is actually a really critical component.
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  And so when I'm coaching a client, either I'm live on Zoom
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  with them like this, or I'm actually asking them to use
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  Voxer or another voice note application to start stating
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  their desires more clearly. I've learned recently that our
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  voice, our intonation, is as unique as our thumbprint.
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  And when we use our voice to express our truly health
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  desires, we can't hide anymore from it.
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  And a lot of times fear comes up at that level because clients
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  say, gosh, well, if I want something bigger, if I start
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  creating this grander vision, what if I don't hit it?
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  It would be better to shoot smaller, play small, because
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  then nobody will know if I failed, nobody will be able to
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  see me, shoot for the moon and land among the stars, which I
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  would still consider success. So to your point, I think AI is
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  a great analysis partner. I use AI a lot for compilation.
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  I would say it's a curation and compilation tool for me.
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  It's not necessarily a change management tool and it's not
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  always the most effective mirror to show me more of what I truly
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  and authentically want. I think that change still
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  happens best in the container of a relationship or a network of
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  relationships. And so one of the things that's
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  so beautiful even about how you and I met is through a
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  relationship that we both care about.
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  And so I believe with the advent of AI and what AI makes
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  possible, which is frankly so much for my business in terms of
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  tactical and analysis tasks, to change an identity is actually a
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  relationship with yourself. And if you're not being honest
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  about who you are and then what you want, I believe desire is
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  kind of a defined compass. It leads us more into what we
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  want more of what we want to create, what our maybe vocation
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  or calling or pathway truly looks like from that soul level.
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  When we ignore that and we're not deepening our relationship
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  with ourselves and even deepening our relationship with
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  other people on a creative and entrepreneurial adventure
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  journey, we're missing something.
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  The the language learning model is great for reflection of the
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  past. It's not necessarily the best
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  prediction of the future in my opinion.
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  And a lot of identity used the word future casting.
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  That's the same word I would use.
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  So I feel like we're very In Sync with our language identity
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  work is is partially future casting.
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  It's partially relationship driven.
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  It's the relationship with yourself and who you are willing
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  to become. And part of that actually is
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  grief. That's kind of the last thing
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  that I would add that's talked about the least is the grief of
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  who we leave behind when we make these big leaps forward.
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  We're not static, we change. We're organic human beings.
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  And so each level of growth can also bring a level of grief
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  because who we are is not going to stay the same.
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  And there's an invitation in that.
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  But I think that processing all of that, the relationship
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  component, the future casting, and the grief goes outside of
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  the bounds of what a language model can really hold at this
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  time. One of the most consistent
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  things I do in my business as a mentor who is helping people,
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  the skill to that first million is when they say, who am I to
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  dream so big? And I said, let me just get out
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  of mirror and reintroduce you to yourself, to your point about
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  the relationship of you, It's OK to want what you want.
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  And I know I watch it break. I watched it break in a room I
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  facilitated on Tuesday. They're like, I actually want a
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  lot and I'm scared by the size of the want.
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  And I said that is indicating that you're leaving behind that
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  other place and you will leave behind.
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  I don't fit in that place anymore of smallness.
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  And I wish I could do small. I wish I could do it things.
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  And there becomes a choice. And I said you actually get to
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  have what you want and you have to shift into agree and agree
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  with the language piece. It's an evolution to that.
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  It is a choice and it is evidence based, relationship
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  based. And so you've worked with people
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  who have successfully shed the skin, have successfully chosen,
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  embraced and accelerated a tipping point.
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  And everyone has their own tipping point of what big is,
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  what the threshold is. Everyone has a, you know, a bias
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  culturally and a bias in in our own shapes and forms as we
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  evolve. What have you observed that gets
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  us past the plateau and gets us past, Oh my God, now that I'm
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  here, maybe it's easier to go back because I see that happen,
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  and sabotage is sometimes part of the journey to the
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  destination. Is indeed, and I typically take
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  a lot of compassion for every past version of ourselves who
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  couldn't have done things differently.
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  That's my stance or invitation to clients.
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  What you're making me think of is how I typically describe
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  identity work is basically 3D's, which kind of mirrors our 3D
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  reality. The 1st is desire, and we talked
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  about that a lot. What what do you want?
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  Do you want what you want simply because you want it?
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  And learning to want what you want without justification can
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  undo a lot of conditioning, frankly, because a lot of us are
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  told early on what we're allowed to want culturally based on our
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  family origin or where we grew up geographically.
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  There's so many factors that tell us what we're allowed to
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  want or how high we're allowed to shoot in life.
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  And so when we start realizing this is all a game, there's
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  really no rules in terms of treatment, we are creators.
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  And so we are allowed to actually push the boundaries of
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  what we can create in life. And I tend to work with people
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  that want to create really good things in the world.
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  I feel so lucky. And I think you and I probably
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  share that with the people we work with.
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  And what tends to happen is we bump up against what I would
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  call the second, which is deserving.
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  Once we're clear on what we want, a lot of people have a
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  block. This.
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  I've studied across age, gender, geography, and I tend to work
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  with people all over, not just the US but even the world, and
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  we tend to have a block around what we think we're allowed to
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  have. So once we get clear on the
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  desire, occasionally it happens where we're actually feeling
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  unclear. Can we hold that?
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  If we got it, would we still be happy?
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  What might this desire do to separate us from the people we
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  love? Sometimes people shift quite a
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  bit away from their family of origin or their community that
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  they grew up in, based on the thresholds of what we were
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  allowed to want. So the deserving piece is where
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  I go in to people when I'm coaching them, we actually look
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  at their internal values. And the idea is that that you're
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  working from the inside out to create this life that you want,
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  this new identity. We can use that as a bridge to
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  help you raise your deserving level, your ability to welcome
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  with open arms the gifts that are coming towards you already.
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  And there's a lot of layers to that.
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  But I would say that the easiest way to explain it is if you're
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  true to yourself from the inside out, you're using intrinsic
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  motivation, you feel pulled toward, motivated internally
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  toward what you're creating versus this extrinsic pushing
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  energy. We all know kind of what it
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  means to hustle or grind. If we've started a business or
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  started any kind of entry that's made money, there's those early
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  years of just taking any client that comes your way, for
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  example. And eventually a lot of us get
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  to the position where we realize we can choose the type of
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  clients we want. We can choose the type of
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  projects we want, and that's part of the deserving where you
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  realize that you're no longer working because you need to.
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  You're offering value to the world because you want to.
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  It's a much different position to be in.
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  And then the third in the process of the identity
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  evolution is deciding. You talked about it a lot.
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  Use the word choice many times in our conversation so far.
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  There's a power to deciding for our future, for our bold vision
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  for who we want to become, and we get to author that.
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  And those decisions carry weight and sometimes we shy away from
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  that because they have impact, positive and negative at times.
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  But we do need to decide. Like we can't sit in indecision.
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  That's usually a symptom of something else going on under
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  the surface. So in our agency, we get to
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  decide. And that's kind of the the
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  evolution from desire to raising our healthy deserve level and
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  continuing to for a lot of people, that's kind of like
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  yoga. You're always going to get more
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  flexible. You could always raise that
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  deserving level and then making clear decisions as their future
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  self now. I think there is such a big
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  difference between I'm deciding and decided, and I know that I
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  hear both in this bridge. I'm deciding to aspire.
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  I'm deciding what's possible in evidence beyond my current
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  reality. And when you're making those
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  choices and commitments in your delegation, in your shedding, in
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  your shift of identity, it becomes a real grounded place of
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  certainty. I am that embodiment and it's
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  beautiful to bear witness. It's beautiful to transition.
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  And guys, it's going to be wobbly.
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  And so you want to have support in your pocket, in your team,
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  and you want people at every new level, every new aspiration to
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  see you as you are, not with how you see yourself with your
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  rearview mirror. So I'd love for you, Cassie, to
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  share with us what's working for you right now to capture clients
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  who really need what you bring to the table.
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  What's working in your world? I love the focus of that
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  question because when we focus on what is already working, we
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  tend to multiply those efforts. So what works really well for me
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  is I have such a rich and wonderful network.
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  Sometimes it's almost scary. Like I have 67 unread text
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  messages on my phone today. That makes me hyperventilate.
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  I also feel that way too, but that's representative of
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  clients. That's representative of people.
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  I love that I'm checking in on family members.
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  So for me, I've cultivated a very, very rich network.
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  And one of the things that I've realized over time has been a
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  superpower is I I catch up with people, I check in on them, I
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  love on them. If something comes to mind and
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  I'm thinking of them, I send them a text message, preferably
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  a voice note. I tend to find that those are
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  the least AI able way of reaching out to people these
• 21:12
  days is either a video or voice note.
• 21:15
  And So what works for me to get clients is I guess two things.
• 21:19
  Shifting my identity to I'm somebody that attracts
• 21:22
  magnetically the right clients to me.
• 21:25
  I've done a lot of work around this.
• 21:26
  I've done a lot of work on myself.
• 21:28
  I've done a lot of work with clients.
• 21:29
  If you could change one belief, it's I'm a great activator of
• 21:33
  clients. Once I decided to embody that
• 21:36
  identity, I started looking for evidence of where it was true.
• 21:40
  And then I have such rich relationships in such a deep,
• 21:42
  rich network. I keep up with them.
• 21:44
  I'm not looking for the next client.
• 21:46
  I'm looking to deepen the relationships I already have.
• 21:49
  And what tends to happen is more clients find me through LinkedIn
• 21:54
  and largely through my relationship network that
• 21:56
  already exists because I fell in love with the work and I love
• 22:00
  the journey with clients. And so it becomes a very natural
• 22:03
  extension to become referable. I feel like when you're doing
• 22:06
  great work and you love it. And so I very rarely ask for
• 22:09
  clients. I try to get out of my own way
• 22:13
  and change the belief structure, and what I'm working on to
• 22:16
  continue doing is make myself visible.
• 22:18
  It's harder to attract clients if they don't know who the heck
• 22:21
  you are. So this year I'm investing more
• 22:23
  in my visibility efforts, which would look like LinkedIn and
• 22:25
  YouTube specifically as a starting place, but I've crossed
• 22:31
  $800,000 of cumulative revenue. My business before I sent a
• 22:34
  single e-mail to an e-mail list, which I think is a really funny
• 22:38
  not if it doesn't have to look any certain way and all the
• 22:40
  things you think you need, this great website, this lead magnet,
• 22:43
  this e-mail list to build your marketing efforts.
• 22:47
  You really just need to go talk to people and love on them.
• 22:50
  And the business tends to grow if it's organic and healthy.
• 22:53
  That's been my experience. And now after six years, I'm
• 22:56
  going to cross the $1,000,000 mark humility in my business
• 22:58
  this year, I just for the first time set up an e-mail list.
• 23:01
  I'm like, oh, that might be a good thing.
• 23:02
  It might remind people that I've collected, we met over the
• 23:05
  years, that I still exist. So now I'm building that
• 23:08
  visibility engine next. People always said to me when I
• 23:12
  first started, don't look for clients, look for people to
• 23:14
  support, ways to contribute and problems to solve.
• 23:17
  And you will always have clients come to you.
• 23:20
  And I think that's a much better way to build.
• 23:22
  So Cassie, how do people find you to connect you to learn more
• 23:24
  about the work you're doing and the awesomeness that you bring
• 23:26
  to the world? Thanks Christine.
• 23:28
  Two places possibility investor.com you'll get an
• 23:32
  introduction to identity work and I built a calculator that
• 23:36
  almost forecasts your any or futurecast it like compound
• 23:39
  interest. If you make these investments in
• 23:41
  your identity, could you become in the future?
• 23:44
  I also love to hang out on LinkedIn, so feel free to
• 23:46
  connect with me there. I try to share stories and
• 23:49
  frankly just love on people the best I can.
• 23:52
  Alright guys, go step into her. Sunbeam, this is Kathy Shea.
• 23:56
  We are grateful for you having time to spend with us today.
• 23:59
  Go connect to her. Go be part of that and shift
• 24:03
  your identity. It's time to have the creators
• 24:06
  rise and to put good into the world, one relationship at a
• 24:09
  time. Thank you for being our guest.
• 24:11
  This has been amplify your marketing message and we'll see
• 24:14
  you on our next episode. We'll see you then.
• 24:45
  We'll see.