A Momentum Hack: Identity-Driven Business Growth for Professional Service Providers

by Rachel Steininger

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Welcome to another day, another week, another year of possibilities and growth!  Let's make  the most of it by harnessing the power of Identity-driven business growth.  With this business growth strategy, you will be able to create the momentum necessary to achieve your goals and enjoy sustainable success.

As professional service providers, we all strive to scale our businesses, expand our reach, and achieve new levels of success. However, sometimes we get caught in a comfort zone, face challenges in achieving our goals, or struggle to get our team members on board. 

Instead of letting those struggles dictate your future, tap into this invaluable momentum hack of Identity-drive business growth.  In the process, you'll overcome these obstacles and propel your business to new heights. 

Problems With A Business Growth Strategy

In order to solve a problem, we must first understand it. Despite best intentions, many professional service providers find themselves stuck in a comfort zone, doing tasks that don't push the needle forward. 

Others may avoid tasks that make them uncomfortable, hindering their business growth. The fear of doing something new or the reluctance to step out of a comfort zone often outweighs the desire for growth. This creates a barrier that prevents the professional service business owner from achieving the momentum needed to scale their service business or law firm.

And further, for many business owners, it's the employees they've invested in.  Team members that they hoped would take things off their plate and would carry through on the tasks assigned to them.  But in actuality, aren't as motivated as you, the owner, to grow the business or take on the new or scary tasks that might come with it.

The struggle may be real, but the solution is simple.

Starting With Goals

Setting goals, and sharing those goals with others, is the first step towards growth, but it's not enough. We can talk and talk, plan and plan, but unless there's action, there won't be results.

But even so, let's start with goals, because inside our goals we can unlock the momentum hack that makes everything easier to take action on and achieve.

Most of us are familiar with SMART goals - Specific, Measurable, Achievable, Relevant, and Time-bound. While SMART goals are effective, there is a way to take goal-setting to the next level, a level that minimizes that risk of the comfort zone taking control.

We call it "going BeyondSMART." BeyondSMART takes your goals from ordinary and ignorable (if not by you, then by others) into something motivating, controllable, and scalable.  And it does that, in part, by incorporating your brand's identity into the process. Your brand's purpose, mission, and values play a crucial role in motivating both you and your team.

By incorporating your Identity, including your purpose, culture, and brand values into your goals, you make them more personal, meaningful, and motivating. This shift in mindset will propel your business forward and create the momentum you need.

In blue, white and green text: Identity Drives Growth. In black & white background, car speeds down the highway.

Identity-Driven Business Growth

Let's take a moment to look at how incorporating Identity into goal-setting and communication can generate remarkable results. 

A company I worked with doubled their sales within a few months by adopting a “Simple Ask” strategy. But it wasn’t so simple to get it off the ground.

Employees who weren't in sales roles were being compensated to bring in leads through natural everyday conversations with clients and their network.  

And yet, for however generous that compensation structure was, they weren’t bringing in leads.  Despite the compensation, the simplicity, and the training, the “Simple Asks” weren’t getting asked.   

But when the goal of generating new leads was reframed to incorporate Identity, the motivation appears.  Where the financial rewards weren’t enough, Identity was.  Once they realized those “Simple Asks” aligned with their sense of purpose and the mission of the firm, they started asking. 

And the leads started rolling in.  

The Power of Identity

Your Identity as a professional service provider is what sets you apart from others in your field. It encompasses your purpose, mission, brand values, and unique thought leadership. 

By infusing your Identity into your goals, you create a deeper connection and sense of purpose. When your goals are tied to your Identity, your drive to achieve them becomes stronger. 

This not only motivates you but also inspires your team members to take action and align themselves with the vision and values of your business.

Text: The Power of Identity - More Momentum, More Motivation, More Success. Backdrop of glass and steel skyscrapers with cloudy blue sky

Rephrasing Your Goals

Let's take a moment to rephrase your goals using the BeyondSMART framework. 

(Get the step-by-step guide plus worksheets.)

Rather than simply leading your business growth strategy with the idea or intention that you want to increase revenue, try to add a deeper layer to your goals. 

For example…

Instead of: ‘Our firm will earn 30% more revenue this year.’ 

Try:  "Our firm will earn 30% more revenue year over year by the end of the next calendar year by serving clients with integrity and transparency, and by showcasing our unique thought leadership." 

By incorporating your Identity-driven values and methodology, your goals become more inspiring and aligned with your overall vision.

(Hint: there are two other components to BeyondSMART Goals.  Check them out here.)

Overcoming Challenges and Resistance

Even with well-defined goals and an Identity-driven business growth strategy, challenges and resistance may still arise. It's important to address these obstacles head-on and find ways to overcome them. 

One effective strategy is to tap into the power of purpose. Help your team members understand how their work contributes to something bigger than themselves. Connect their daily tasks to the impact they have on clients, the company, and the community. 

By aligning their actions with a greater purpose, you inspire them to embrace challenges and go the extra mile.  This is especially true with those team members who aren't motivated by the financial compensation.  According to Harvard Business Review, 9 out of 10 employees would be willing to take less pay for more purpose in their work.

Rewards and Incentives

Motivation plays a crucial role in creating and sustaining momentum. 

While financial rewards are a common incentive (and do increase employee productivity), the reward may not be enough, be in your budget, or work for every employees. 

Consider incorporating non-monetary rewards, such as recognition, career advancement opportunities, and personal development initiatives.  Find creative ways to reward and showcase the achievements of your team members, fostering a positive and growth-oriented culture within your business.  (Guess what? Happier employees can make better employees).

But don't just recognize for achievement.  Consider their contributions to your Identity-driven business growth.  Call out the display of brand values or company culture in their decision-making or action taking.  Reward for their dedication to mission and purpose.  

Incorporate Identity not just into your goals and in your business growth strategy, but in the way you reward and recognition for how it helps you achieve them.

Continuous Improvement and Adaptation

As you embark on your journey towards scaling your business and boosting momentum, growth will be an ongoing process. 

Embrace a mindset of continuous improvement and adaptation using Identity as your True North. As you regularly review and reassess your goals, strategies, and action plans, keep Identity in mind as an arbiter of whether the path, or the “success” itself, fits your values and purpose. 

And don’t hesitate to seek feedback from your team members, clients, coach, and industry peers.  Sometimes they will see something in your Identity that you sit too close to day-to-day to see clearly.

Infographic: 4 Ways Identity influences your business growth.


You’ve just unlocked tools and strategies to scale your business and boost momentum through Identity-driven business growth. 

By adapting into BeyondSMART Goals, infusing them with your unique Identity and purpose, you can create a lasting impact, turnaround momentum issues, and achieve sustainable growth. 

Remember, growth requires courage, perseverance, and a willingness to step out of your comfort zone. Embrace the power of Identity, inspire your team members, and enjoy the exciting journey ahead as you conquer new heights and achieve your business goals.

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