Become a Category of One | Masterclass Replay with Laura Berman Fortgang, MCC

Highlights

Five moments worth your time.

What a brand really is

“If it’s about a gut feeling, if it’s about reacting to the product, you are the product.”

Your logo and colors are brand assets. Your brand is how people feel about working with you.

Lead with the result, not the process

“What’s going to happen if I work with you? That’s what people really want to know, and that’s what makes people buy.”

Why “I empower people” gets a polite nod, and what to say instead.

Why a method makes you easier to buy

“When you create a method, you are in essence replacing yourself. And it’s the only way your business can scale.”

A beginning, a middle and an end gives clients a roadmap they can say yes to.

The sticky-note method map

“Your methodology is methodical.”

Steps across the wall. Beneath each one, what your client needs to realize, to know and to do.

How you become a category of one

“That’s how you become the red umbrella in a sea of gray.”

Known for a result. A method behind it. Many ways for people to reach you.

All chapters

Live on the call

A six-step method, named for the first time.

Cynthia Davis helps entrepreneurs and business leaders monetize and scale their business. She had run the same six steps with clients for years. With Laura, she mapped the first one out loud.

Step 1

Foundational, authentic confidence

Clarity on the vision
Confidence that matches the ambition
Naming the blocks in the way
A personal value statement
A personal achievement inventory

“I’ve been doing this for many years and I never really sat down and thought about it like this. This is golden.”

“Simple and brilliant. I love that combination.”

Cynthia Davis, coach · live at the Masterclass

Laura’s note: lead with the result you create, then walk people into your method. That’s when they are willing to invest.

What coaches took away

Six ideas to put to work this week.

01

Your brand is a feeling

Colors and logos package the brand. The brand itself is the gut feeling people have about working with you, so bring more of yourself to it.

02

Say the result in one sentence

“I help people figure out what to do with their life” starts a conversation. Describing your process ends one.

03

Let your niche find you

After about 100 clients the patterns show. That is when you know where your sweet spot is.

04

Build a method you can name

Start with the measurable outcome, the client’s pain and the belief behind your work. Then study your most successful clients for the pattern.

05

Map it, then test it

Steps across. Beneath each: the insight, the knowledge and the action. Laura tested hers with 50 people before it became a book.

06

One method, many doors

A tested method becomes a program, a course, a book, a talk and a year of content. Pick one to start.

The Headliner, with Laura Berman Fortgang

Three days on the business side of coaching.

The masterclass showed you where to start. The Headliner is where you do the work, with Laura and a group of coaches building alongside you.

Oct 13 to 1510 AM to 4 PM ET each day, with a lunch break

01

Messaging

Say what you do so the right people want to hear more.

02

Methodology

Name, map and order the method you already use.

03

Marketing

Take your method to market once it’s defined.

04

Management

Run yourself and your business so you can grow without burning out.

Bonus · Wednesday, October 14, 9:30 AM ET

Breakfast session with Katja Kempe

A live demonstration from Viveka’s founder before the day begins.

Bonus session

The five magic steps

Laura’s framework for consultations that end with a client saying yes.

Claim my place for $23 ~~$149~~$23with code 1030VIVEKA

Claiming your Viveka rate

Three steps. About a minute.

1

Open Laura’s listing

Every “Claim my place” button on this page takes you straight to it on the Viveka Marketplace.

2

Enter your code

Paste 1030VIVEKA at checkout. We copy it for you when you click.

3

See the price drop

$149 becomes $23. Complete checkout and your place is confirmed.

A note from Katja

Laura is one of the people who built this profession. Having her with our community is an honor.

This rate exists only for Viveka coaches. It’s the most direct way I know to help you take what you heard in the masterclass and turn it into a method with your name on it.

I’ll be there on the Wednesday morning. I hope you will be too.

Katja KempeFounder, Viveka

Your host

Laura Berman Fortgang, MCC.

Laura was one of the first coaches in the world to earn the Master Certified Coach credential and helped found the International Coaching Federation. She has more than 30 years of practice behind her.

She is the author of five bestselling books, including Now What? 90 Days to a New Life Direction, and her TEDx talk has been viewed more than two million times. She has worked with leaders and organizations including Johnson & Johnson, Novartis, NASA, McDonald’s and the World Bank.

Today she teaches coaches the business side of coaching, so that more of them build the practice they went into coaching for.

Become a Category of One.

Build your method with Laura. $23, not $149.