The ECC Behind Your Business

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Let’s Get Emotional

The Powerful ECC Behind My Business, and The Benefits of Finding Yours

As a business owner, you know what you are selling, but do you know why?

This may feel like an overwhelming question, and it’s OK if it does. But, I’m here to tell you from personal experience, it is SO worth asking. Getting clear on my “Why”, or Emotionally Charged Connection (ECC), as we call it at Asentiv, is a game changer. It allows me to feel truly connected to what I do, attract my dream clients, and make more money.

“People don’t buy what you do, they buy why you do it.” – Simon Sinek

I believe we always have a choice, that there are so many possibilities at our fingertips, we just need to believe and jump for it.  As a business coach, what I do is help entrepreneurs connect with themselves, their business and others differently, deeper and with better understanding  so that they have the support needed to succeed

But why do I do this? Here’s a little piece of my ECC:

Growing up, my dad had a big impact on me. A brilliant, MacGyver of a man, he was limited by his beliefs and his past. He couldn’t get out of his own way.  He was so angry at the world that he lost sight of his gifts and abilities and instead retreated into a life that was bitter and unfulfilled. As a child, I didn’t fully understand nor have the tools to help my dad, I just knew he needed help. In hindsight, I can see how important that experience is to my work as a business coach. I absolutely LOVE helping talented people pull their head out of the entrepreneurial black hole and stop sabotaging their success. It’s healing for me. It completes a circle and gives my life purpose.

When it comes to your ECC I’m a big believer in skeletons in the closet. Don’t let them scare you – take those suckers out and dance with them! While your ECC doesn’t have to be connected to a painful past, it’s often the things that make us uncomfortable that hold the key to our core and what drives us at the deepest level. Grab a shovel and start digging. You’ll be surprised at the shit that you find, trust me.

So, now that you’ve gotten your hands dirty, you may be thinking, what the hell Lynn! I need a manicure… a box of tissues… perhaps a glass of wine… and how exactly does connecting to my ECC benefit my business?

Here’s the deal:
First, It helps me connect on a deeper level with my ideal clients. Have you ever heard the saying that you attract what you put out? Being super clear on my ECC helps me attract others who connect with me and my business in a real way. They don’t need to be sold, because they already believe wholeheartedly in the value of me, and the product or service I provide is a tool for them. Working together is a breeze because we both instantly “get it”.

Second, We are NOT everyone’s cup of tea and everyone is not ours. My ECC protects me from clients that are not the right fit. I don’t waste time with naysayers and people who question the value of what I do and why I’m doing it. This saves me time, money, and precious sanity.


Third, my ECC helps me set clear goals for my business for the short and long term. Ask yourself, do your goals align with your ECC? How about your vision and mission? It’s important to check in and see the forest and the trees, those handsome lumberjacks and that great flannel pattern they’re sporting this season… hey, just trying to help you visualize here.

Finally, having a powerful ECC behind my business gets me out of bed in the morning. As business owners, we all have those days when all we want to do is throw our electronic devices out the window and buy a one way ticket to Mongolia, or something along those lines. On difficult days the only thing that can save us is our ECC. While there are certainly challenges, my business is not my burden. It’s something that gives me purpose, and as a result, I make money.

What now? If you love homework as much as I do, here are a few next steps to chew on:

I challenge you to dig deeper into the ECC or “Why” behind your business. Write it down and mull it over. Read it aloud to someone. Think about how you would use it at your next networking or speaking event.

If you haven’t already watched Simon Sinek’s viral Ted Talk on “Why”, I highly recommend that you watch it now.

Already have an ECC? Share it with me in a message and how it’s helped your business.

Need help finding your ECC? Connect with me.

About Lynn

People and possibilities. These are the two words that motivate Lynn Howard, owner of Asentiv Hawaii. She lives by the motto “No excuses, only solutions.” As a business coach, her passion is to inspire others to achieve their own success by believing in themselves and

taking action to overcome adversity. She is blessed with a delightfully snarky sense of humor, which provides comic relief when doing difficult ECC work with clients. An adventurous spirit, she loves to travel and has visited Indonesia, Bahrain, Thailand, Peru, and Columbia. She is based in Kailua-Kona, Hawaii.