This year I’m celebrating the millstone of being twenty years in business. It was in early 2004 that I leapt from the corporate career ladder and set up my own coaching and training practice. Looking back (and within) there are three core beliefs that are now at the heart of my approach to my work. When I forget them, not only does my business suffer, but I do too.

I value myself and my business.

No one will value my business more than I value it. I have to believe in what I do and recognise the value I add in people’s lives before anyone else will. This is true for all businesses. There have certainly been times when I’ve questioned the value of my work. In the busyness of life, it’s easy to lose sight of the positive impact we have on others and how we show up every day and do our best.

The public will always reflect back to you, what you believe about your abilities, your product or service. For me, this starts by being proud of what I do. As I continue to cultivate a healthy self-worth and see my business as valuable, others will too.

Clear intention and positive energy rooted in authenticity

I am responsible for the energy I bring into a room and for the energy I help to create in that room. I’m not talking about high octane, over-the-top theatrics, but rather the vibe I radiate. My first priority each morning is to align with my best self (I’ve a morning routine to support this.) When I feel good, I bring a clear positive intention and good energy into my day and this permeates through everything I do, from social media posts to podcast episodes and client interactions.

The most powerful, most attractive energy is authenticity. In a world full of noise and distractions, people crave genuineness. Over the last twenty years, I’ve discovered that the more authentic I am, the more I speak and act from my heart (not just my head,) the more people respond to me.

My business strategy – personal satisfaction

“Don’t ask what the world needs. Ask what makes you come alive, and go do it. Because what the world needs is people who have come alive.” Harold Thurman.

There are a multitude of business strategies out there and over the last 20 years I’ve tried many, but the one that works best for me is being guided by my own satisfaction. When I create something that lights me up, that makes me come alive, people sense this and respond positively to it. Like everyone who decides to work for themselves, when I set up my business back in 2004, I did it to feel more satisfied and fulfilled. So why do anything in my business that doesn’t satisfy me?

My strategy of personal satisfaction is rooted in creative self-expression. ‘Allow James to be James’ is how I label this to myself. When I’m being my best, I’m in flow with life and a natural bi-product of this alignment is being of service to others. In the past, many of the goals and dreams I had for my business were really about seeking recognition and trying to prove my worthiness. Today, as I move into my third decade running my own business, all my goals and desires are solely driven by self-expression. Gone are the days of pushing myself forward, twenty years on, I’m choosing to love myself forward.

Some self-reflection questions to help you harness your wisdom.

• What am I proud of?
• What energy am I putting out into the world?
• What makes me come alive?
• What no longer satisfies me?
• Instead of taking action to prove worthiness, what would it be like to take action from a place of worthiness?