When talking about their business, most solo-preneurs make the mistake of describing exactly what they do, in boring detail. “My company has been in business for X number of years and we use the newest technology systems. We use a complicated series of… blah blah blah.” Many coaches and consultants talk about coaching ad nauseam, “What is coaching, are you coachable, what is your coachability index, who is the coach, blah blah blah”. (more…)