Why your biggest transformation is your hardest sell

She was practically folded in on herself.

Shoulders hunched. Voice deflated. This successful coach who'd transformed hundreds of lives was struggling with the same five words I hear every week:

"I can't explain what I do."

She had clients.
She had results.
She had transformation stories.
She just couldn't find the words.

"It's like chocolate ice cream," she finally said. "I can't explain what it tastes like."

I nodded. Because when you've built your business from your deepest transformation, that journey becomes so embedded in your bones that explaining it feels like trying to describe breathing.

You KNOW you change lives. Your clients tell you. But when someone asks "what do you do?" your mind goes blank. Or worse, you ramble for 10 minutes and watch their eyes glaze over.

So I did what I always do. I ran her through my Cognitive Fingerprint process.

For 20 minutes, I asked her questions about how her brain works. How she sees patterns. What energizes her. How she naturally solves problems. Then I fed it all into an AI system I've trained to identify cognitive patterns and reflect them back in a way that actually makes sense.

The AI reorganized everything through the lens of her unique cognitive wiring. Her mental fingerprint. The thing that makes her approach different from every other coach in her space.

I read it back to her.

"Oh my God," she whispered. Then louder: "Oh my GOD. That's exactly what it is. That's exactly what I do."

Then she started crying.

"You just unleashed years of people saying 'so what is it?' and me not being able to tell them."

After running hundreds of these Fingerprint sessions, I've noticed something:

Your transformation story isn't your marketing problem. Your proximity to it is.

You're so close to your own genius that you can't see its edges. You've integrated your breakthrough so completely that you forget others are still struggling with step one.

You say things like:

• "I just hold space"
• "I help people transform"
• "It's hard to explain"
• "You have to experience it"

Meanwhile, your perfect clients are scrolling past you because they can't see themselves in your words.

The solution isn't another copywriting course or a better elevator pitch.

It's having someone (or something) reflect your patterns back to you in a way that makes you go: "Yes. THAT. That's what I do."

Because once you can see your own fingerprint, everything changes. Your marketing becomes obvious. Your differentiator becomes undeniable. Your confidence becomes unshakeable.

That client went from "I can't explain it" to booking three discovery calls that same week. She didn't learn new words. She finally saw what was already there.

Your biggest transformation IS your hardest sell. But only because you're standing too close to see it clearly.

Sometimes you just need someone to hand you a mirror.

Stay Curious,

P.S. I'm developing something new around this Cognitive Fingerprint process. A way for coaches and consultants to discover their unique pattern themselves. If you're tired of sounding like everyone else in your space, reply and tell me your version of "I can't explain what I do." I read every response.

Check out my SubStack to find the...

​​​

​