Purpose Development
Purpose is the Foundation of Your Coaching Business
Defining your purpose is the first step in building a coaching business that feels aligned and attracts the right clients. When your purpose is clear, your positioning becomes easier, your messaging sounds like you, and your marketing stops feeling forced. It’s not a marketing exercise; it’s the foundation of how your business works.
Purpose is not about what you do.
It’s about why you do it and how that why shows up consistently in your business.
This work helps Executive Coaches move from vague or generic language to clear, authentic narratives that create trust, connection, and momentum—without salesy tactics or constant self-promotion.
Start with the free Purpose to Positioning Workshop
If you want to begin this work on your own, the RTLL Purpose & Positioning Workshop is available as a self-guided resource.
The workshop walks you through:
Defining your purpose beyond what you do
Exploring the values, behaviors, and vision behind your work
Creating early language you can refine over time
This is a starting point. Clarity comes through reflection, iteration, and application.
Defining Your Purpose to Align Your Business Positioning
Purpose and positioning are often talked about separately. In practice, they’re deeply connected.
Purpose is your internal compass. It’s the deeper “why” that fuels your decisions, shapes how you show up, and gives your work meaning beyond tactics or trends.
Positioning is how others understand you. It’s the language people encounter on your website, LinkedIn profile, bio, and conversations—and what helps them decide whether to lean in.
When purpose and positioning are aligned, your business feels clearer, your messaging feels natural, and clients can more easily understand why working with you matters.