The Highly Anticipated Approach to Business Design

Building a professional service business that reflects your expertise and supports your ideal life

Our Philosophy: Start with Your Energy, Build with Strategy

Most business advice jumps straight to tactics—build a website, start posting, create a funnel. But we believe in starting deeper: with your energetic foundation first, then building the practical systems that support that authentic core.

Your business should be a reflection of your expertise AND your vision for how you want to live and work. When you get your energetic foundation right first, everything else—your messaging, your offers, your marketing—flows more naturally and sustainably.

This is how we approach every business design: Energetics first, then the practical systems that bring that vision to life.

Why Energetics Come First

Many service professionals feel overwhelmed by generic business advice that doesn’t account for their unique energy and expertise. You end up with a business that looks professional on paper but doesn’t feel authentic or sustainable to you.

That’s why we start with your energetic foundation first. When your business is designed around your authentic energy and expertise, everything flows more naturally and sustainably.

We believe your business should be designed around your authentic energy and expertise. When you start with your energetic foundation:

Your business decisions feel aligned because they’re rooted in your authentic preferences
Your messaging resonates because it comes from your genuine perspective
Your services energize you because they leverage your natural strengths
Your marketing feels sustainable because it honors how you naturally communicate
Your business grows in a way that supports rather than overwhelms your life

Energy first, practical implementation second. Always.

The Business Design Framework

Phase 1: Energetic Foundation

Getting clear on your vision and energy before building anything

Before you choose a business name or write website copy, you need clarity on how you want your business to feel and function in your actual life.

Ideal Business Vision

The foundation of everything starts with your vision. We use the “Random Tuesday Exercise” – envisioning your perfect business day 3 years from now. This isn’t just dreaming; it’s strategic planning.

Key Questions:

How much are you working and what kind of work energizes you?
Who are you serving and how are you helping them?
What does your ideal client interaction look like?
How does your business support your overall life vision?

Energy Management Plan

Understanding what activities energize versus drain you is crucial for designing sustainable success.

Energy Assessment:

What work makes you lose track of time in the best way?
What business tasks do you naturally avoid or procrastinate on?
What type of client interactions energize you most?
How do you prefer to structure your work days and weeks?

Pricing Confidence Work

Your pricing should reflect both your expertise AND feel energetically aligned. When you’re confident in your pricing, it shows.

Pricing Alignment Check:

Does this price feel fair for the value I’m providing?
Am I excited about the work at this investment level?
Does this pricing support my business and lifestyle goals?
Can I communicate this price with confidence?

Boundary Setting

Clarity about who you serve (and who you don’t) is essential for your energy and business success.

Boundary Development:

What types of projects and clients align with your vision?
What red flags signal someone isn’t a good fit?
How will you kindly redirect inquiries that aren’t aligned?
What communication boundaries support your energy?

Phase 2: Brand Foundation

Creating the visual and professional framework for your expertise

Once your energetic foundation is clear, your brand emerges as a reflection of your professional expertise and authentic energy.

Professional Identity

Your brand should communicate expertise while feeling authentic to who you are.

Brand Essentials:

Business name and domain that’s professional and memorable
Horizontal logo that works across all platforms
Brand colors and fonts that reflect your energy while meeting professional standards
Professional email address using your domain for credibility

Brand Consistency

Consistency builds trust and recognition, making you feel more established and professional.

Brand Application:

Use your colors and fonts consistently across all materials
Maintain the same tone and energy in all communications
Ensure your visual identity reflects your professional expertise
Create templates to maintain consistency without extra work

Phase 3: Messaging & Positioning

Translating your expertise and energy into clear, compelling communication

Your messaging should make it easy for ideal clients to understand how you help and why they should choose you.

Clarity First

Your messaging needs to be immediately clear to someone who doesn’t know your industry jargon.

Messaging Essentials:

Ideal client profile – who you serve best and what they desire to create or achieve
Value proposition – one clear sentence about the transformation you provide
Elevator pitch – 30 seconds that anyone can understand and remember
About story – your background and why you do this work

Professional Credibility

Your messaging should position you as the expert while remaining accessible and human.

Credibility Building:

Lead with outcomes and results, not just process
Share your background and relevant experience
Use language that your ideal clients use
Be specific about who you serve and how you help

Phase 4: Service Offerings

Designing services that leverage your expertise and honor your energy

Your services should be clear, valuable, and sustainable for you to deliver consistently.

Service Design Principles

Create offerings that showcase your expertise while being energizing for you to deliver.

Service Essentials:

2-3 clear offerings with specific outcomes and timelines
Detailed service descriptions that set proper expectations
Transparent pricing that reflects your expertise and feels confident
Client experience design that feels professional and supportive

Value-Based Positioning

Your services should be positioned based on the value and outcomes you create, not just the time you spend.

Outcome-Focused Services:

Define the specific results clients can expect
Structure services around transformation, not just tasks
Price based on value created, not hours worked
Design delivery methods that honor your energy and expertise

Phase 5: Online Presence

Creating digital touchpoints that build trust and showcase expertise

Your online presence should make it easy for ideal clients to find you, understand what you do, and take the next step.

Professional Website

Your website is often the first impression potential clients have of your business.

Website Essentials:

Clear navigation and mobile-friendly design
Compelling copy that speaks to your ideal clients
Multiple contact methods that make it easy to reach you
Professional photography that builds connection and trust

Strategic Online Presence

Be present where your ideal clients are looking for expertise like yours.

Online Presence Strategy:

Optimized LinkedIn profile positioning you as an expert
Google Business Profile for local credibility and searchability
Professional photography that supports your brand across platforms
Consistent messaging across all online touchpoints

Phase 6: Business Operations & Marketing

Creating systems that support sustainable growth

Your operations should make you easy to work with while supporting your business goals.

Professional Operations

Systems that make your business run smoothly without overwhelming you.

Operations Essentials:

Client management system for tracking prospects and projects
Professional communication setup for easy scheduling and contact
Project delivery process that ensures client satisfaction
Payment processing that’s simple and professional

Strategic Marketing

Marketing that builds awareness and attracts ideal clients without burning you out.

Marketing Foundation:

6-month marketing plan with clear, achievable goals
Content strategy that showcases your expertise naturally
Networking strategy for building referral relationships
Professional marketing materials that support your outreach

Living This Philosophy

In Your Business

Clear: Your strategy emerges from honest self-assessment and clear vision, not external expectations or industry “shoulds.”

Kind: You honor your own energy and boundaries while providing genuine value to clients who appreciate your expertise.

Bold: You confidently price your services appropriately and communicate your value without apologizing for your expertise.

In Your Life

This approach creates integration between work and personal fulfillment:

Work that energizes rather than depletes you
Client relationships that feel professionally rewarding
Business growth that supports your lifestyle goals
Daily operations that feel manageable and sustainable
Professional reputation built on authentic expertise

Why This Creates Sustainable Success

The Professional Foundation

When you start with energetic alignment and build professional systems on top:

Your expertise shines because you’re working in your zone of genius
Clients trust you because your foundation is solid and authentic
Referrals happen naturally because your work is both excellent and sustainable
Growth feels manageable because your systems support expansion
Success is repeatable because it’s built on authentic strengths

For Your Clients

When you operate from aligned expertise:

They receive your best work because you’re energized by what you do
The experience feels professional and trustworthy
Your natural strengths create better outcomes for them
They feel confident referring you because they trust your approach
The relationship feels sustainable and valuable for both of you

For Your Industry

When service professionals operate from aligned expertise:

The marketplace benefits from authentic, high-quality work
Clients have access to providers who are genuinely passionate about their work
Professional standards rise because people are working in their strengths
Innovation increases because providers aren’t burning out on misaligned work
Business becomes a sustainable vehicle for both service and livelihood

How We Can Help

If You’re Ready to Build Your Professional Foundation

Complete Business Design – Our signature 12-week process that includes energetic foundation work, professional brand development, website design, and marketing systems that support sustainable growth. Starting at $8,000

Brand + Website Intensive – Professional brand and website delivered in 2 weeks, designed to reflect your expertise and attract your ideal clients. Perfect for established professionals who need to get online quickly. $2,900

If You Want to Explore This Approach

Business Design Launch Checklist – Our comprehensive guide covering everything from energetic foundation to professional launch. Free

Discovery Call – Explore how our business design approach could support your professional goals. We’ll assess your current situation and create a custom plan for building your aligned business foundation. Complimentary

Stay Connected

Our Weekly Insights

We share practical guidance for building businesses that honor both your expertise and your energy.

Our newsletter includes:

Energetic business design principles and practices
Real client stories showing aligned business development
Practical tools for professional service providers
Behind-the-scenes insights from our business design process
Seasonal planning approaches that support sustainable growth

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Thoughtful, practical guidance delivered weekly for service professionals building authentic, sustainable businesses.

The Bottom Line

Building a professional service business doesn’t have to mean sacrificing your energy, your values, or your vision for how you want to live.

When you start with your energetic foundation and build professional systems that support your authentic strengths, you create something powerful: a business that showcases your expertise while honoring who you are and how you want to work.

This isn’t just our business philosophy—it’s how we approach every client relationship.

We believe business can be both professionally excellent AND personally sustainable. When you honor your energetic foundation while building solid professional systems, you create a business that serves your clients beautifully while supporting the life you actually want to live.

Start with energy. Build with expertise. Always honor both.

This approach guides everything we do at Highly Anticipated—from how we work with clients to how we’ve structured our own business. We share it freely because we believe aligned business design benefits everyone.