Episodes

  • #404: Rethinking Retirement: A Candid Conversation with Michael Katz

    #404: Rethinking Retirement: A Candid Conversation with Michael Katz
    Oct 18 2026
    I'll be honest, I can't stand the word "retirement." It comes from a different era. My grandfather did hard manual labor for decades, and by the time he stopped, his body needed the rest. But today, most of us do knowledge work now. It's taxing, but not like the back-breaking work of a construction or factory floor worker. We live longer, too. At 55, I could easily have another 30 years ahead of me, with 20+ of them active and healthy. And yet retirement has been on my mind a lot lately. Three years ago I read Bob Buford's book, Halftime: Moving from Success to Significance, and it planted a seed that keeps growing. I've also watched friends a little older than me retire the traditional way, spend a few restless months wondering what happened, and then head back to work in some form. Many of you are at a crossroads right now, too. The past few years have shaken up this industry, and plenty of freelancers in their 50s are asking much bigger questions than "Where's my next client coming from?" They're wondering if it's time for a pivot. Or if they need to rethink their work and their priorities altogether. At 55, this whole topic comes down to being more deliberate about the next 10+ years. Life is too short to spend it on anything other than the work you want, done the way you want to do it, with the people you want to do it with. My personal beacon is optionality. I want every year to give me a few more meaningful choices than the year before. And I want Sunday evenings to feel exciting because Monday is coming. (I remember the opposite feeling all too well from my corporate days!) That's why I invited my friend Michael Katz on the show. Michael has been "the email newsletter guy" for more than 25 years. He founded Blue Penguin Development in 2000 and has written more than 600 issues of his own newsletter since then. Now, at 66, he's taken his foot off the gas. He stopped taking on new clients this year, and he's figuring out what comes next in real time. Luckily for us, he's documenting his journey with a lot of honesty and plenty of humor. In our conversation, Michael explains why he now introduces himself differently to people, and how he figured out that he was bored with his business but still loved the work itself. We get into things like: The role identity plays into the retirement decision The strange challenge of having too much freedom Why paying attention to demand matters at any age How to tell whether you're bored with your business or bored with the workThe three-part overlap behind work you'll want to keep doing for years (plus the fourth piece I'd add)Why freedom can feel harder than a job you can't wait to leaveAnd the Fenway Park tour guide experiment that took exactly one tour to rule out. We even disagree (respectfully) about where to start when you're trying to figure out what you want to do next. One more thing. I forgot to ask Michael about this at the end of our conversation, so let me fix that here. Michael writes an excellent newsletter called This Isn't Working. It's a free, twice-monthly email about life in the second half: aging, identity, marriage, money, purpose, and what happens when work stops defining your day. It's awesome. It's hilarious. And every single issue gives me something to think about long after I've finished reading it. If you're in your 50s or 60s, or you simply want to be more intentional about the decades ahead, do yourself a favor and subscribe at thisisntworking.net. Key Ideas & Takeaways 1. Retirement Belongs to Another Era. The traditional model made sense when work wore out your body. Today, many people retire the old way and find it doesn't fit, then drift back into work after a few months. If you run your own business, you can reshape it instead of escaping it. 2. Separate the Business From the Work. Michael still loves the writing. He's tired of the marketing, selling, and front-end work required to land clients. His analogy: a basketball player can tire of the travel and the press while still loving the game, because every game is different. 3. Look for the Overlap. Michael looks for work you're good at, that you enjoy, and that someone will pay for. I'd add a fourth piece: you can live well from it. Michael starts by asking what people come to you for. I start by noticing when I lose track of time, and asking what I'd do for free. For me, that's solving interesting business problems. 4. Identity Can Shift More Easily Than You Expect. Michael once had an office full of framed press clippings, a penguin vanity plate, and penguins everywhere. Letting go of all that turned out to be easier than he feared. Calling himself a writer gives him an identity he can carry for the rest of his life. 5. Freedom Brings Its Own Challenge. When you've worked for yourself for decades, you aren't escaping anything. You already do what you want. So the question becomes harder: with so many choices, what do you pick next? 6. Watch Demand at ...
    Show More Show Less
    49 mins
  • #403: What's Left to Be Good At

    #403: What's Left to Be Good At
    Sep 13 2026

    A few weeks ago I got on a call with someone I coached many years ago. Partway through, I said something almost without thinking. By the time we hung up, I realized it might be the most useful thing I've told anyone in the past month or two.

    This episode walks through that conversation and the question that triggered it:

    What would a client create if there were no limits at all?

    That question used to be dangerous to ask, because the honest answer was almost always bigger than what you could actually deliver.

    AI changed that math. Now judgment is the whole game.

    I'll walk you through the real conversation, show you how the same idea plays out for a copywriter and an email marketer, and give you a simple three-step way to test it yourself this week.

    What You'll Learn

    • Why asking a client what they'd create with no limits used to be a dangerous question, and why that's changed
    • The real story behind the question that reshaped how Ed thinks about client value
    • Why AI made judgment matter more instead of less
    • How the same idea applies whether you're a copywriter, an email marketer, or something else entirely
    • A simple three-step way to test this on one of your own clients this week

    Key Ideas & Takeaways

    1. The Magic Wand Question. Ed asks a coaching client what her client would actually pay for. When she gives the safe answer, he pushes further: if they could wave a magic wand and get exactly what they wanted, what would that be? The honest answer turns out to matter a lot more than the safe one.

    2. The Real Constraint Moved. AI removed the ceiling on production. Big answers used to be unrealistic because building them took too long. Now the real constraint is your willingness to experiment and the judgment you bring to what you build.

    3. Judgment Over Speed. The tools will happily build almost anything you ask for, whether it's a good idea or not. Deciding what's actually smart to build, and recognizing when what comes back is genuinely good, is squarely your job now.

    4. It Works Beyond One Client. The same shift applies to a copywriter whose client casually mentions wanting better onboarding emails, or an email marketer whose client wishes they could predict churn before it happens. In both cases, the real ask is an outcome, not a deliverable.

    5. Three Steps To Try This Week. Pick one client, current or past. Ask the magic wand question and write down the honest answer, even if it sounds too big. Then spend 30-60 minutes with AI building a rough version of it, before you ever mention price.

    Action Steps

    • Pick one client, current or past, ideally a smaller or lower-stakes relationship
    • Ask yourself what that client would create if there were no limits at all, and write down the honest answer
    • Spend 30 to 60 minutes with AI building a rough version of that answer before you ever quote a price
    • Notice where the AI draft falls short. That's your judgment doing its job, so fix that part yourself
    Show More Show Less
    18 mins
  • #402: One of the Most Surprising Things I've Learned From 15 Years of Surveying My Audience

    #402: One of the Most Surprising Things I've Learned From 15 Years of Surveying My Audience
    Aug 2 2026

    For 15 years, the top answer on every survey I've sent my audience has been the same: I need more clients. Typically, 70 to 80% of respondents pick it without a second thought.

    This time, only 34% did.

    I read all 58 responses that came in, then got four people on a Zoom call to dig deeper on their answers. What I found surprised me enough that I want to walk you through it today.

    A good chunk of the people who picked "clients" weren't describing a clients problem at all. They were describing something else, wearing a "more clients" costume. And the word they kept using, unprompted, in nearly every conversation was "pivot."

    In this episode, I share the framework that came out of those conversations. It encompasses three distinct stages people get stuck at when they're trying to make a real change in their business. I also explain why the help you need looks completely different depending on which one you're in.

    What You'll Learn

    • Why "I need more clients" dropped from the typical 70% I've seen in the past to just 34% this time around
    • The real problem hiding behind that "more clients" answer for a lot of respondents
    • The three stages of a pivot and how to tell which one you're actually in
    • Why almost nobody named AI as their top problem, even though it showed up everywhere
    • The surprising thing the highest spenders want that the DIY crowd doesn't
    • Why it's so hard to think your way through a pivot effectively, even with AI as a sounding board

    Key Ideas & Takeaways

    1. The "Clients" Answer Is Losing Its Grip. For 15 years, "I need more clients" won every survey I've sent, typically with 70 to 80% of the vote. This time it barely cleared a third, and "what I should offer now" jumped into a close second at 24%.

    2. A Lot of "Clients" Answers Were Wearing a Costume. When I read the open-ended responses, a quarter to a third of the people who picked "clients" were actually describing something else: niching paralysis, imposter syndrome, or clients pulling work in-house because they're using AI themselves. The real issue sat one step upstream from the answer they checked.

    3. The Real Theme Was "Pivot." Nobody was prompted to use that word. Person after person used it anyway, in the survey and in the follow-up calls.

    4. AI Is the Wrapper, Not the Problem. Only 3 out of 58 respondents said learning AI was their top concern. But AI showed up in nearly 4 out of 10 open-ended answers, tangled into everything else people are dealing with.

    Action Steps

    • Figure out which of the three stages you're actually in right now: deciding, validating, or planning
    • If you're deciding, stop looking for a marketing plan. Look for a person or process that can help you build real conviction
    • If you're validating, pick one person you trust and ask them directly whether they'd pay to have this problem solved
    • If you're planning, write down the exact order of steps you think you need, then get a second set of eyes on it.
    Show More Show Less
    34 mins
  • #401: When a Client Is Really Your Boss

    #401: When a Client Is Really Your Boss
    Jul 19 2026
    Add up your income from the last six months, then imagine losing your single biggest client tomorrow. For a lot of freelance writers, that one client covers half the income, or more. If that's you, this episode is about the biggest risk you might be carrying right now and what to do about it. I start by reframing what independence actually means for a solo writer. You never stop depending on something. The real question is whether you chose those dependencies on purpose or slowly adopted them without noticing. Then I get specific about the most common one, the single anchor client. I tell the story of how a great, reliable client can grow into 60 percent of your income before you realize it. Then they lose an account, and most of your business is gone in one email. From there, I give you a few practical recommendations: how to run your own concentration number, how to build a second income leg before you need it, where AI genuinely helps, and how to keep a little marketing going even when you're full. What You'll Learn A simple way to measure how much of your business rides on one client, and the number that should worry you Why you never really stop depending on something, even when you're solo, and the dependency most of us drift into The four places concentration hides: one client, one referral source, one channel, one type of work How a great, reliable client can become your biggest risk without you noticing Three practical recommendations for spreading your income so no single client can sink youWhere AI genuinely helps you take on more work without burning out Why reducing your reliance on a great client feels disloyal, and why it isn't The one small step to start this week Key Ideas & Takeaways 1. You Never Stop Depending on Something. Going solo doesn't remove dependence. You depend on clients, on referral sources, and on the channels where work comes from. The writers who last choose those dependencies on purpose, instead of slowly adopting them without noticing. 2. The Risk Hiding Inside a Great Client. The better the client, the easier it is to let them grow into most of your income. A reliable agency client becomes 60 percent of your business, you stop marketing, and then they lose an account. In one email, most of your income is gone. 3. A Big Client Can Be a Job in Disguise. When one client is half your income or more, you don't have a business with clients. You have a job with one boss, and none of the protection, perks, or benefits a real job provides. You've taken on all the risk of employment and kept none of the safety. 4. Run Your Concentration Number. Add up what each client paid you over the last year and find the percentage your biggest one represents. If it's over 40 or 50 percent, that's your project for the quarter. You don't have to panic. You just have to know it. 5. Build a Second Leg Before You Need It. The aim is to grow a second and third source of income around your big client, so no single one can sink you. You keep the big client. You just stop letting them be the only thing holding you up. 6. AI Buys You the Bandwidth to Diversify. Most of us let a big client take over because we're already maxed out. When used properly, AI takes a lot of the production load off your plate, the research, the first drafts, the repetitive pieces. Those freed-up hours are what let you take on another client without working nights and weekends. 7. The Hard Part Is Emotional. Reducing your reliance on a great client can feel ungrateful, even disloyal. But diversifying protects you and your family when something goes wrong on their end, and that's usually out of your control. That's just being a responsible owner of your business. Action Steps Run your concentration number this week. Add up last year's income by client and find your biggest client's percentage. Over 40 to 50 percent means it's time to act. Pick one realistic second leg: a new type of client, a new channel, or a new service. Take one small step toward it this week. Hand one production task to AI (research, a first draft, a repetitive piece) so you free up hours for finding that next client. Block one or two hours a week for marketing, even while you're full, so your pipeline never goes cold.Think about where your income is too concentrated, then start building, one small step at a time, over the next few weeks.
    Show More Show Less
    20 mins
  • #400: Fragile Independence vs. Resilient Independence

    #400: Fragile Independence vs. Resilient Independence
    Jul 5 2026
    If you went solo as a writer or marketer, you already made your declaration of independence. You left a paycheck, or a boss, or both. You did the brave thing. Lately, though, you might be wondering whether that independence still holds up. The work feels less predictable. AI keeps changing what clients will pay for. And a familiar thought creeps in: maybe I should go find something more stable. In this episode, I want to talk you out of that trap. I start with a story you think you know, the morning the founders of the U.S. actually signed the Declaration of Independence, which was a lot more nervous and human than the painting suggests. Then I get personal about my own decision to go solo 20 years ago. From there, I draw a line between two kinds of independence. The fragile kind that looks like freedom but feels like risky exposure. And the resilient kind that holds up even when a client walks away. Here's the good news. For most of my 20 years, a one-person business had a hard ceiling. You stayed small and exposed, or you grew and got tangled up in payroll and management. The dynamics have changed. There's a third path now, and it changes what's possible for a solo writer. What You'll Learn • Why the morning the Declaration was signed was nothing like the painting, and what that has to do with you • The difference between fragile independence and resilient independence, and how to tell which one you've got • Why the "stable" path (the in-house job, the steady retainer) may be just as shaky right now • The two traps that keep solo businesses fragile: the single anchor client and the one-person ceiling • What changed recently that lets a solo writer take on more without hiring anyone • Why producing more, faster, and cheaper actually makes you easier to replace • The part of your work that stays valuable no matter how good AI gets • Two honest questions to find where your own independence is still exposed Key Ideas & Takeaways 1. The People Who Chose Independence Did It Scared. The signing wasn't the calm, triumphant scene in the painting. Benjamin Rush described a "pensive and awful silence," and men who believed they might hang for what they were doing. They didn't wait for certainty. They committed first, and everything good came after. 2. Feeling Shaky Doesn't Mean You Chose Wrong. When your path feels uncertain, it's tempting to believe a steadier one is waiting somewhere else. But "stable" jobs are being reorganized and automated too. A storm feels the same from inside any boat. Yours is the one you can actually steer. 3. Declaring Independence Is the Easy Part. Going solo is a single moment. Keeping that independence alive is the work that comes after, and it doesn't stop. You re-earn it through the decisions you make for years. 4. The Dynamics Have Changed. For most of the last two decades, a solo writer could only do what one person could physically produce. Growing meant hiring, payroll, and overhead. When used properly, AI now handles a lot of the research, first drafts, and grunt work, so that load can sit inside a one-person business. 5. More Capacity Buys Resilience. This is about resilience. The aim is to serve a wider range of clients, so no single account owns your future, and to turn down bad-fit projects without panic. A resilient business bends when a client leaves. It doesn't break. 6. Producing More Can Make You Easier to Replace. If all you do is produce faster and cheaper, you become a more efficient commodity, and commodities compete on price until there's nothing left. What protects you is the judgment AI can't reproduce. 7. The Gap Between Producing and Producing the Right Thing. Most clients can now generate a competent draft in minutes. What they can't do is decide whether it's the right one or see what it gets wrong for their audience. That judgment, taste, and discernment is what they'll keep paying a real person for. Action Steps Add up what each client paid you over the last year and find the percentage your biggest one represents. If it's over 40 to 50 percent, that's your project for the quarter. Name your single biggest point of fragility this week: one client who's too large a share of your income, or a ceiling set by your own two hands. Pick one production task you still do by hand (deep research, first drafts, cleanup) and hand it to AI this week, so you can spend that time on higher-judgment work. Make a short list of the skills you've undervalued (asking sharp questions, synthesizing, reading the real need) and start treating them as your core offer. Think about the two questions from the close: where is your independence still fragile, and what could you hand off now to free up your judgment?
    Show More Show Less
    26 mins
  • #399: When AI Makes Writing Cheap, Judgement Becomes Incredibly Valuable

    #399: When AI Makes Writing Cheap, Judgement Becomes Incredibly Valuable
    Jun 21 2026

    Walter Murch, one of the greatest film editors who ever lived, doesn't fix bad footage. He decides what the film actually is, from hundreds of hours of raw material that could tell a dozen different stories.

    Rick Rubin, one of the most successful and iconic record producers in history, famously describes his role as just listening. He sits on a couch, hears what's true and what isn't, and tells the artist. Artists pay enormous sums for that.

    Your clients now have the camera. They have the recording equipment. AI is giving them raw material faster and cheaper than ever before. What they don't have is the ear and the eye. The judgment about what to do with all of it.

    In this episode, I make the case that this judgment is where your real value lives, and that it lives in two places: before the work starts, and after it's done. Both are underpriced by most writers. Both are in growing demand.

    What You'll Learn

    • Why the film editor and record producer are the right mental models for where your value sits in an AI-shaped market
    • What "upstream judgment" actually means and why writers have been giving it away for free for years
    • The specific decisions that happen before content is created that AI genuinely cannot make well
    • Why the demand for downstream editorial judgment is growing as AI content floods the market
    • How to identify where your judgment is most needed inside your existing client relationships

    Key Ideas & Takeaways

    1. Your clients have the raw material. They need the judgment. AI is making content production faster and cheaper than ever. What it's not providing is the editorial eye that decides what's worth making and what's worth keeping. That's the gap you can fill.

    2. The most important decisions are made upstream. Before a word gets written, someone has to decide what's worth creating, for whom, with what angle, and why. Those decisions require context that doesn't exist in any dataset: the client's internal politics, their buyer psychology, the competitive landscape, what leadership will actually approve. That's where experienced writers have enormous value they rarely charge for.

    3. You've been doing advisory work your whole career. Every time you asked a clarifying question that changed a project's direction, pushed back on a brief that didn't make sense, or flagged an angle that wouldn't land with the audience, that was advisory work. It was just embedded invisibly in your writing process. The move is to make it visible and price it separately.

    4. Downstream judgment is in growing demand. The more content AI helps produce, the more critical it becomes to have someone with real editorial judgment reviewing it before it ships. Companies that skipped this step are learning the hard way what it costs to publish without a quality filter. That's a real and growing opportunity for writers who position themselves as that filter.

    5. You don't have to stop writing. Moving into judgment-focused work doesn't mean giving up the craft. Most writers who've made this shift still write. They do it alongside upstream strategy work and downstream editorial review that puts them closer to the decisions where the real value lives.

    Action Steps

    • Think of one current client and ask: what decisions are they making before they produce content that my experience gives me an opinion about?
    • Ask the same client: what content are they shipping that nobody with real editorial judgment is reviewing first?
    • Write down one upstream service you could offer this client based on what you know about their strategy, their audience, and their blind spots.
    • Write down one downstream service based on the content quality issues you've noticed in their recent work.

    Pick one of those two and draft a one-paragraph description of what it would look like as a packaged offer.
    Show More Show Less
    10 mins
  • #398: The Lucrative AI Training Opportunity for Freelance Writers

    #398: The Lucrative AI Training Opportunity for Freelance Writers
    Jun 7 2026
    A lot of writers hear the word "training" and picture a conference room full of strangers, a slide deck, and a formal curriculum. That's not what I'm talking about here. The training opportunity most freelancers are sitting on is much smaller, much more personal, and already happening inside your existing client relationships. You're just doing it for free, and you probably haven't recognized it for what it is. In this episode, I break down what AI training actually looks like at the freelancer level: one-on-one coaching with a key contact, a focused small-team engagement, an ongoing embedded arrangement. And I spend real time on the objection that stops most writers before they even get started: "I don't know enough to teach anyone." The knowledge gap between you and your clients is bigger than you think. And the clients who need this help most aren't looking for a guru. They're looking for someone a few steps ahead who already knows them and their business. What You'll Learn Why the training work you're already doing informally is worth real money What a realistic training engagement looks like at the freelancer level, from a simple coaching series to a small team workshop Why you don't need to be an AI expert to deliver real value to your clients right now How to think about pricing when you're selling a transformation, not hours Why training engagements have a natural tendency to open doors to other, deeper work with the same client What to say to a current client to start this conversation without it feeling like a pitch Key Ideas & Takeaways 1. You're already doing this work. If you've ever spent time on a call walking a client through an AI tool, troubleshooting their outputs, or explaining why their results came out generic, that's training. You've been delivering it informally for free. The move is to recognize it, name it, and package it as a real engagement. 2. Training doesn't mean a room full of strangers. At the freelancer level, training usually means one key contact at a client you already know, or a small team of two to four people. It's focused, practical, and built around their specific tools and content types. A coaching series of four to six sessions is a perfectly complete engagement. No slide deck required. 3. You don't need to be an expert. To a third grader, an eighth grader is a really big, smart kid. You don't need to know everything about AI. You need to know more than your client does right now, and for most of your clients, that bar is lower than you think. What makes you specifically valuable isn't generic AI knowledge. It's your understanding of their content, their industry, and what good looks like for them. 4. Price toward the outcome, not the hours. A training engagement isn't worth your hourly rate times the number of sessions. It's worth the value of the transformation you're helping the client achieve: time saved, quality improved, risk reduced. Start by asking what it's worth to your client to have a reliable, on-brand AI workflow in place. Then price toward that number. 5. Training gets you closer to the work. When you're embedded in a client's process, you see things you wouldn't see from the outside: where quality control is breaking down, where the content strategy is unclear, where editorial judgment is missing before content ships. That proximity naturally surfaces new ways to help, without any pushing required. Action Steps Think of one current client who has asked you AI-related questions in the last few months. That's your starting point. Write down what you've already been helping them with informally. That's the foundation of your first training offer. Sketch out what a four to six session coaching series would look like for that client, built around their specific content types and workflows. Think through the outcome: what would it be worth to that client to have a reliable, on-brand AI process in place? Use that to anchor your pricing. Draft one paragraph describing the offer in plain language: what it covers, how long it runs, what the client walks away with. Keep it simple and concrete. Have one conversation. Tell a current client you've noticed they've been asking AI questions and ask if it would be useful to formalize that a bit.
    Show More Show Less
    29 mins
  • #397: How to Pivot on a Client Call Without Sounding Pushy or Salesy

    #397: How to Pivot on a Client Call Without Sounding Pushy or Salesy
    May 24 2026

    Knowing you should redirect a client conversation is one thing. Doing it smoothly, without the client feeling like you're steering them somewhere for your own benefit...

    That's a different skill entirely.

    Over the past few weeks we've covered building a small bench of offers, reading the signals in a prospect conversation, and matching what you hear to what you have. Today I want to tackle the part that makes most writers nervous: the actual moment of the pivot.

    I walk through both versions — the clunky default move most writers make when they're worried about losing the work, and the three-step sequence that actually lands well. I also share a specific scenario so you can hear exactly how the language sounds in practice.

    What You'll Learn

    • Why the instinctive "upsell" move lands wrong even when your instinct is right
    • The three-step pivot sequence: mirror, name, offer
    • How to reflect a prospect's situation back to them in a way that opens them up to a different approach
    • What to say when you notice a strategic gap, without making the client feel corrected
    • How to propose a smaller next step that feels like good service rather than a sales maneuver
    • What to do when a client isn't open to being redirected at all
    • Why the pivot is a diagnostic move, not a sales technique

    Key Ideas & Takeaways

    1. The Default Move Lands Wrong. When most writers spot a problem with a project scope, they wait for a pause and then introduce a different offer. Even when the instinct is right, it feels like an upsell. The client came in asking for one thing and now you're selling them something else. The delivery undermines the advice.

    2. Mirror First. Before naming any concern, reflect back what the prospect said in their own language — not a summary, actual words and phrases they used. This confirms you were listening and gives them a chance to hear their own situation out loud. Then pause and let them confirm or correct.

    3. Name What You're Observing. Gently, without drama. Share what you've seen happen in similar situations, framed as experience rather than judgment. "I've seen that create problems down the road" lands very differently than "I think your approach is wrong." You're not telling them they're wrong. You're sharing what you've noticed.

    4. Offer a Smaller Next Step. After mirroring and naming, propose a contained, lower-risk next step rather than a full alternative engagement. Frame it around the client's benefit: it makes the eventual production faster, cleaner, and more likely to work. No pressure. No lecture. The sequence is mirror, name, offer.

    5. The Pivot Is a Diagnostic Move. Writers who struggle most with redirecting a conversation tend to think of it as a sales technique. It's not. It's matching what the client actually needs to the help you can actually provide. Done right, it feels like good service, because it is.

    6. Sometimes It Doesn't Work. Some clients are locked in on what they asked for and won't be redirected, however gracefully you handle it. When that happens, you have a decision: take the project as scoped, or pass. But most clients respond well to honest guidance from someone who shows up as an advisor, not just an executor.

    Action Steps

    • Write out the three-move sequence in your own words: mirror, name, offer. Having your own version ready makes it easier to use in the moment without it sounding scripted.
    • Think back to a recent prospect conversation where you spotted a problem with the scope but didn't say anything. How would the mirror-name-offer sequence have changed that conversation?
    • Practice the "name what you're observing" move in low-stakes settings first. Focus on framing it as experience ("I've seen this create problems") rather than judgment ("I think this is wrong").

    Before your next discovery call, identify one scenario where you might need to redirect, and prep the language ahead of time.
    Show More Show Less
    7 mins