For me, creating a version of you as the ideal leader of your business is as important as being clear about your ideal client. And scarily, I see most of my clients put a lot more work into who their client needs to be than who they need to be. Often that’s because we assume we are ‘fixed’ as we are. 

Creating a persona that is all the things you need to be as a leader -  confident, self assured and decisive, even when you’re having a bad day – allows you to step out of yourself and still get the job done.