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Transformation Station
Stop selling the tool. Start solving the problem.
Michele Kasl
September 08, 2025
"The essence of strategy is choosing what NOT to do."
I spent the past five years — yes, five actual human years — trying to get the IRS to update our business name.
Long story, but when we moved to Florida I needed a slightly different version of our LLC name due to a conflict with another business.
No big deal. I was sure they dealt with this scenario all the time.
[ Ummmmm … apparently not. ]
I wasn’t trying to get away with something shady.
I wasn’t even asking for money.
I just wanted them to recognize our actual business name on legal documents.
What followed was a never ending vortex of faxes (you better believe they still use ‘em), forms circa 1998, and automated phone calls with me ping-ponging around to one clueless rep after another.
Every few months I’d try again, hoping for someone with the knowledge and authority to end my quest.
When I finally resorted to searching for an IRS specialist online, it wasn’t because I wanted “financial services” or “monthly reconciliations.”
I just needed someone to take the frickin IRS letters off my desk and out of my brain.
That is what I was willing to pay someone big bucks to figure out.
***
It’s also the part that so many service providers completely miss.
And I get it. It’s easy to get stuck in the mindset of selling the thing — the bookkeeping, the audit, the forms processing, the tax filing.
But clients aren’t shopping for deliverables.
They’re shopping for results. Relief from their painful, urgent problems.
They don’t want “accounting.”
They want to stop getting unresolved form letters from the IRS.
They don’t want a “lead-gen system.”
They want to show up at an all-hands and say to their boss, “We booked five high-ticket clients this month — just from our website.”
***
Do you see the difference?
It’s easy to miss when you’re so close to your business. Try asking yourself this:
If we removed every single mention of what we do from our website messaging, would our offer still be compelling?
If the answer is “no,” you’re selling the tool — not the transformation.
Here’s a quick cheat sheet:
❌ Selling the Service:
We build high-converting funnels using GHL automations and retargeting campaigns.
✅ Selling the Transformation:
We help business consultants wake up to qualified inbox leads every morning — without social media.
❌ Selling the Service:
Monthly bookkeeping and reconciliations in QuickBooks
✅ Selling the Transformation:
End the tax-time panic. We’ll handle the IRS (so you don’t have to).
Start there.
If your headline sounds like homework or induces narcolepsy, it’s time for a rewrite.
Because, let’s be real; NO ONE is dreaming about funnels, retargeting, spreadsheets, or IRS compliance.
They’re dreaming about freedom, relaxation, brag-worthy bank accounts … and legal forms with their correct business name. [ Heh. 😏 ]
Give them THAT. 👆
***
If you need some help sorting it all out, schedule a time to chat. MY business is all about helping YOUR business grow.
The Hidden Cost of Looking “Successful”
You’re crushing it. Everyone around you sees it.
But what they don’t see? The late nights, the mental load, the pressure to always be the one holding it together... it all adds up. [ Speaking from experience on this one. ]
That mask has a cost — and my friend Dr. Eboni L. Truss is here to help you take it off, for good.
Her free guide, When Success Isn’t Enough, walks you through high-impact exercises to:
✅ Spot where the mask of success is draining you
✅ Reclaim your energy and authenticity
✅ Reset before burnout takes over
It’s short. Powerful. And might just change the way you lead — and live.
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Heads Up! The links in our “Victory Points” section are affiliate links, which means I earn a small commission if you decide to make a purchase. I only share games I genuinely love and KNOW you’ll enjoy too. Pinky promise. 😉
Victory Points
By: Mike Shary
( my board-game-loving, copywriter extraordinaire and mentor, Dad ❤️ )
Scotland Yard is truly a classic game. In fact, it’s one of the first cooperative games ever. I surprised even myself when I checked my version and realized that I’ve owned and enjoyed playing it since way back in 1985!
In Scotland Yard, one player takes on the role of the elusive Mister X, moving secretly through the streets of London using taxi, bus, and underground tickets. The rest of the players — up to five detectives — work together, sharing ideas and splitting up to corner him.
The twist? Mister X reveals his location only every few rounds, forcing the team to act on limited information most of the time.
Check out the original Scotland Yard board game
Every decision feels like a trap in Scotland Yard. You know Mister X is out there. You just don’t know where. So you start narrowing possibilities. You chase shadows. You give up good moves to protect great ones. And every turn becomes a test of restraint.
Detectives must sacrifice individual plays to strengthen the team. One might block a subway path, knowing they’ll lose ground, while another loops wide to force Mister X toward a checkpoint. And Mister X? He wins by disappearing into the gaps the team leaves behind.
It’s not about doing everything. It’s about doing less, better.
Every taxi you take, every station you skip, becomes part of the larger net — or the hole in it. Great detective teams don’t chase. They contain. They eliminate the noise.
Scotland Yard is a masterclass in elegant pressure. It teaches that clarity comes not from more action, but from smarter omissions. Sometimes, the best way to catch a criminal is to leave one path open — and let them walk straight into your trap.
Make it a great week! 🙌
If you’re ready, here’s a few ways we can work together:
Want a website that converts casual browsers into clients? Let’s talk. In just 15 minutes, I’ll tell you exactly what’s holding your brand back — and how to fix it.
Ready for real transformation? Let's spend 60 minutes together, working on your biggest marketing challenges; complete with a customized, actionable roadmap for growth. Ideal for entrepreneurs who are done waiting on "perfect."
Our 60-day, done-for-you branding & website program to attract high-value, ideal clients. No stress. No tech. No homework. Let us tackle the strategy, tools, and setup so you can focus on what you do best — running your business.
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