How I Came Up with the Weatherproof Business™ Formula
Building a successful business isn’t just about having a great idea or following traditional advice. I learned this the hard way during my entrepreneurial journey.
With over 13 years of experience founding companies like Le VPN and coaching more than 1,100 executives, I’ve faced challenges that weren’t covered in my MBA program or any business book.
Through these experiences, I realized that businesses—just like people—need resilience.
They need to be prepared for uncertainty, capable of adapting to challenges, and built with a solid foundation. That’s when the concept for my Weatherproof Business™ formula was born: a practical, actionable framework with four key pillars to help entrepreneurs build businesses that can thrive in any condition.
Here’s the story of how I developed this formula and how it can transform your business.
Pillar 1: WHY – Define Your Purpose
A few years into scaling Le VPN, I hit a wall. The business was growing, but I felt disconnected from my work.
Why was I doing this?
What impact was I creating?
These questions kept me up at night.
That’s when I realized I had lost sight of my “why”—the deeper purpose behind my business.
Realigning with my mission not only reignited my passion but also provided clarity for the direction of the company (and a page I created for our website for the world to see). It reminded me that the “why” isn’t just a nice-to-have—it’s the foundation of every decision.
Why It Matters:
Your “why” acts as your compass. Without it, you risk burnout or getting stuck in endless to-do lists that don’t move the needle. Knowing your purpose keeps you grounded during tough times and focused during growth phases.
Action Steps to Define Your “Why”:
- Ask yourself: What problem am I solving, and why does it matter to me?
- Create a mission statement that inspires both you and your audience.
- Revisit your “why” regularly, especially during challenging periods.
Example:
One of my coaching clients had a brilliant SaaS idea but felt overwhelmed by decisions. When we revisited her “why,” she realized her mission was to help single parents better manage their time. This clarity allowed her to simplify her offering and target the right audience.
Pillar 2: WHO – Know Your Audience
One of my clients, Sarah, was building a SaaS product for small businesses. Her product was innovative, but she struggled to gain traction. The reason? She didn’t fully understand her audience’s needs. Instead of guessing, I encouraged her to conduct interviews with potential customers. What she discovered reshaped her entire product.
This experience reminded me of the countless times I’ve seen founders misfire by assuming they know their customers without ever talking to them.
Why It Matters:
Your audience isn’t just a demographic—it’s a group of real people with specific problems and aspirations. Understanding them deeply ensures your product truly resonates.
Action Steps to Understand Your Audience:
- Conduct customer interviews to validate assumptions. If you need a framework, download my free guide: How to Conduct Effective Customer Interviews to Validate Your Idea.
- Use the insights to refine your product or service.
- Start small—focus on one niche audience before expanding.
Pro Tip: Social media platforms like LinkedIn are excellent for finding and engaging with your target audience. Share your ideas and invite feedback—it’s a goldmine for insights.
Pillar 3: WHAT – Build a Scalable Solution
When I co-founded Le VPN, one of the toughest lessons I learned was that scaling too quickly without a strong foundation can backfire. We had to revisit our pricing strategies, features, and infrastructure several times before finding the right balance.
The key was building a product that solved a specific, pressing problem exceptionally well, rather than trying to be everything to everyone.
Why It Matters:
Your product is the heart of your business. A great product is scalable, solves a real problem, and delivers consistent value. Without these elements, scaling will only amplify flaws.
Action Steps to Build a Scalable Solution:
- Start with an MVP (Minimum Viable Product) that addresses one key problem.
- Iterate based on user feedback before expanding features.
- Focus on building a product that’s easy to scale—this includes considering pricing models, automation, and operational efficiencies.
Real-Life Example:
One of my clients spent months perfecting features for their SaaS product but neglected to validate if customers would pay for it. Once they simplified their offering and aligned it with their audience’s willingness to pay, they finally gained traction.
Pillar 4: HOW – Create a Roadmap for Execution
Balancing multiple priorities is something I know all too well. When I started my coaching business, I was already running other ventures and raising a family. The only way I could make consistent progress was by creating a clear roadmap and sticking to it.
The same applies to building a business. Without a roadmap, it’s easy to get overwhelmed by the sheer number of tasks.
Why It Matters:
A roadmap provides clarity and ensures you’re making progress toward your goals. It keeps you focused on what truly matters, even when distractions arise.
Action Steps to Create Your Roadmap:
- Break your vision into quarterly and weekly goals.
- Use tools like the Business Model Canvas to prioritize tasks effectively.
- Dedicate a consistent amount of time to your business each week (5 hours is a great starting point).
Example:
One of my clients built a SaaS business while working full-time in tech by dedicating just five hours a week—but those hours were laser-focused on the most impactful tasks. This consistency paid off, and she launched her business within six months.
Conclusion: Weatherproof Your Business
The Weatherproof Business™ Formula was born out of my experiences as an entrepreneur and business coach. It’s a framework that I’ve seen transform not only my businesses but also the businesses of countless clients.
To recap, the four pillars are:
- WHY – Define your purpose and let it guide you.
- WHO – Understand your audience deeply.
- WHAT – Build a scalable solution that delivers real value.
- HOW – Create a roadmap to keep moving forward.
If you’ve been searching for a way to build a business that can thrive in any condition, this formula is your starting point.
It’s not about being perfect or having all the answers—it’s about taking intentional, consistent action toward your goals.
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Let’s weatherproof your dream business—together.
