Why I'm starting a new business

The biggest difference between working as an employee and working on your own is that there are no rules to entrepreneurship.

In entrepreneurship we get rewarded by making mistakes. Though some mistakes can be costly, the rewards you learn from them are limitless. We need to make rules and then break them when they are not working.

I've been running Casey Chung Coaching for over a year now, and I am realizing that I need to make a change in my business.

I don't have an annual review (or semi-annual review) to assess my performance. I have to monitor my performance on a daily basis...

• How am I feeling today?
• Who have I impacted?
• How effective was my coaching?
• How effective is my sales and marketing?
• What are my cash flows?
• What can I improve on?
• What is not working? What is working?
• What can I say yes to? / What can I say no to?
• What small shift can I make today that can yield a significant outcome?

Over the last week, I identified that a small shift I can make is to change the name of my business.

Would it be a re-brand, a new business, a spin off? Honestly, I'm not sure yet... BUT a change is going to happen.

Though Casey Chung Coaching captures my personal brand, the name does not clearly define my company's value proposition. I like Casey Chung Coaching, but if I were to share my company name at a coffee shop, people would not know exactly what I offer.

I chose it because it was easy, it had a ring to it, and I didn't know exactly what my coaching business was going to focus on when I started.

I've made it through my first year now and it's time to commit to my expanding vision, mission, and brand.

At my core, I offer personalized 1:1 life and career coaching. It's a creative process to help my clients realize their best potential (in other words, improve their habits, mindset, behaviors, confidence, communication skills, clarity of direction, sense of purpose..... the list can go on). I don't just share information, I help my clients through transformation.

Here are a few words from my clients:

• Casey helped me bring to the surface the belief and confidence that I had always had within. I had been revitalized and was able to create a realistic goal for myself. My zest for progress had come back. I am finally at a point where I can make a decision for myself and trust in that decision regardless of the outcome. For the first time in years, I felt free.
• Casey patiently listened to me and helped to shift my mindset from a limited mindset to a growth and infinite mindset. I’m no longer consumed by my work but see it as part of my fulfilling and fortunate life.
• We made significant progress on the enjoyment of the day-to-day, and being genuine with others and true to myself.
• In just three sessions with Casey, I have had an entire perspective shift on who I am and how I am to move forward in making life and career decisions. Casey is patient and truly seeks to understand my challenges, motivation, and strengths.

I initially thought I was going to just help accountants find new jobs, but it ends up being much deeper than that. I help my clients be authentic, present, courageous, and aligned with their values, strengths, and most importantly, their purpose.

I've gone back and forth between choosing to focus on accountants or target the general corporate professional demographic. Honestly, I'd like to work with people of all backgrounds, but without a target niche demographic, my efforts can get spread much too thin.

It's time to go all in to help empower the accounting community. There is limitless potential in our abilities, passion, and drive. There are so many opportunities to create new paths for the profession!

My wide vision for this new company is to inspire and guide courageous leaders to lead social enterprises, globally. I believe accountants have the skills, knowledge, and drive to create purposeful and impactful organizations that are having a positive impact on our society and environment.

This will not be fulfilled on my own. I'll need a larger team, a bigger community, more coaches and teachers. Focusing on a greater long term vision empowers me to make larger steps today.

How? It starts with empowering the individual to follow their drive to help others and leave the world better than we started.

For me personally, it starts with each and every conversation I have. It starts with listening deeply and offering support by way of empathy.

I foresee this company building training material, webinars, courses, and rich material to help accountants gain the skills and confidence to follow their purpose.

Stay tuned for updates on our new direction. I'll be needing your help for feedback and to choose the name of this next company, so watch out for a poll!