So, you’ve now:

• Identified your ‘genius zone’
• Selected a target client (ICP)
• Pinpointed their urgent problem
• Crafted your Signature POV on the problem space

Now it’s time to make all of this real by designing your service — you know, the thing you actually sell.

The most important thing to remember in service design is that none of it is set in stone.

You’ll be free to tweak your services as you see fit — remember, this is your show...

But you do want to have at least something set up so you don’t fumble the response to: “so, how do I work with you?”

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1. Your helper persona

First, spend some time reflecting on your ‘helper persona’:

From #80 💡 Do it for them, or teach them how:

These 5 personas provide a spectrum of service models, generally ranging from more tactical contracting to strategic advising.

Stay focused on which would be the best way for you to help a client through their urgent problem.

For example, is it to come in and ‘fix’ their problem on your own?

Or to work with them to create a strategy and implement it?

Or perhaps advise from a distance?

You’ll probably have a gut answer of what you can do today, and different answer of where you’d like to get to. That’s ok.

Start with the persona & service model closest to your genius zone.

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2. An 'MVP' of your service

Next, create an MVP (minimum viable product) of the service you’re envisioning.

To do so, follow the 5 micro-steps in this series from July: #146 💡 From ICP to MVP: An async mini-series​

TLDR, create a service hypothesis, take it on a listening tour for feedback, refine it.

P.S. 🪺 There’s an Easter egg in there - a free template for a service hypothesis. The offer still stands for you to email me your link for a free async review.

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3. Setting your price

And finally, set a price based on value, not time.

Pricing can seem like a can of worms, so I created the Price Triangulation Mental Model (PTMM) that seeks to provide structure around fair and lucrative compensation for your engagements: #124 💡 The verdict: Follow the value price​

The model can be helpful whether you’re setting a fixed (’productized’) fee, or a custom fee by client.

The takeaway: A revenue-based price can serve as your floor, but your price should align closely with the value you unlock.

And don’t be afraid if it seems high. That’s what messaging is for 🙂

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In sum, this is a lot to think through, but remember, your service is your product.

The backbone of your business model.

The delivery mechanism of your expertise.

The vessel for your client’s relief.

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Take the time to arrive at something you feel confident in.

Get feedback from the market.

And understand it will always be a work in progress.

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Next up: We’ll finish up with efficient deployment of yourself as an asset

💡

-Wes

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P.S. Iteration on these steps is critical to a soloist's business model
​If you're feeling stuck and could use a thought partner to break your echo chamber of one, let's discuss if private coaching in the new year might be a fit.