“Time for coffee or lunch?” The text came in a little after 7am, from a friend. A fellow female founder who’s also a client. And far too busy to be sending social texts that early in the morning.

That’s how 24 hours and 538 miles later, I was sitting down for coffee this morning to talk shop.

We talked about one of her new businesses. We reflected on it’s growth over the last few years, all that she has learned along the way, and the challenges the team is experiencing as the business continues to grow in an increasingly crowded marketplace.

We also talked about the foundational insights that every growing business needs to be successful. Without these insights – and the framework that comes from them – everything is harder than it needs to be. And that’s where her team is now. In contrast to the business that has already been through our process and received the clarity and alignment it brings.

She laughed at the end of our coffee and said, “You’re going to record a video about this aren’t you?”

Of course, she was right …

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Haley Boehning, Co-Founder and Principal of Storyforge, believe there’s a fundamental disconnect between how we build + market our businesses and what our customers, employees and stakeholders truly care about. The world’s most loved and most profitable companies have figured this out, and she’s spent years studying how and why.