How Aiming for the Masses Can Keep You Blinded from Your Mission
Tai Goodwin
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How Aiming for the Masses Can Keep You Blinded from Your Mission

Have you noticed it? There’s a shift happening. I’m calling it an ‘InRising’.

After years of being driven by external things and labels, people are shifting toward experiences, information, insight, and wisdom that satisfies their hunger for something that will nourish their soul. I see it in my clients that are choosing more holistic approaches to life, and ways to be more spiritually conscious and connected in their life and work.

Over the last four years I’ve been observing this shift and aligning my life and business to it. Even surrendering to be a trailblazer for and with others who are aligning to this shift as well. I’m attracting more and more women who recognize that the lessons that they have lived and the messages engraved on their hearts are callings to step out into the world as trailblazers. Trailblazers who lead with the light of their brilliance, and ignite change in others with each step they take.

We are used to seeing uprisings – people passionately demonstrating, protesting, or crying out for a wrong to be righted, to bring awareness to a cause that’s important to them, or to simply have their way. And with social media and within virtual communities, there has been an uprising of people all clamoring for the guru spot, to be a leader of the masses, liked and validated by many. Success has become a numbers game: the more followers, the more we sell, the bigger stage we’re on, the more well known people we are connected to and recognized by…It’s an easy trap to fall into. Yet I struggle to think of any spiritually centered visionary that made the masses their mission.

Visionary leadership has always been about the right message and the right action, in the right context, to the right people. And when we focus on the masses, instead of our message we are wrong.

If you examine the path of visionary thought leaders and entrepreneurs that have sparked transformation, their mission is what drove their message. They embodied their message, and strategically focused on living and delivering that message to the people they had been called to serve. Sure the “masses” at some point took notice and praised them, but no matter how their audience increased, they always managed to stay connected and committed to exactly what they had been called to do and whom they had been called to serve.

Imagine Mother Theresa saying, “Calcutta is great but I’m only doing this until I get a call from Some Prestigious Person, Media Group, or Organization That Will Surely Show Everyone That I’ve Made It!” Her focus on “her” calling inspired work that eventually reached the world and set an example for others to who wanted to follow the trail she blazed.

Let me be crystal clear: I am not saying that more visibility or being in the spotlight is a bad thing. I am saying that focusing on that as the end goal ultimately leads to ego- tripping and blindness to your mission. Think of every leader that started humble and with good intentions, only to lose focus and end up misdirecting not only themselves but also the very people they were called to lead through serving.

What does choosing your mission over the masses look like?

One of the best examples of staying focused on the and not being distracted by the masses was Jesus. Many heard his message and he drew crowds that followed him around. But he was intently focused on the disciples and his inner circle when it came to his teaching, coaching, and mentoring.  Place him in the world today with his “speaking topics” and I doubt he would be clamoring for Facebook likes and retweets. His followers would though:

“WOW! @Jesus just stopped by the Temple with @Martha @ Mary lit the stage up! – check the pic #YouShouldHaveBeenThere”.

However you’d probably find Jesus holding small mastermind sessions intently focused on sowing into the disciples and “tribe” he’d been called to. Would he do large events, join the other “top leaders” on the big stage if the opportunity arose? Probably. But the masses would NEVER take priority over the message.

As a coach and brilliance catalyst, I love helping people dream bigger. Lately I’ve had to rethink exactly what ‘bigger’ means. I think we get it wrong when we focus too much on the numbers. What if dreaming bigger means sowing deeper into those attracted to our light, so that the impact is bigger. What about dreaming of bigger transformations for the people and businesses we serve instead of envisioning larger numbers of people. Ten lives transformed that go onto spark change in others, is worth more than 10,000 reading your post, or even buying your book. Again, I am not saying there is anything wrong with selling 10,000 copies of your book or even speaking before thousands of people. But aiming for the masses puts our focus in the wrong place. It’s the reason charismatic gurus with large followings are paid thousands of dollars to speak on the big stage for 90 minutes, but teachers are paid so little when compared to the responsibility, role and potential impact they have on hundreds of children over the span of their careers.

What does this mean for spiritually grounded, service-based entrepreneurs?

It means your ability to connect the dots between your purpose, passion, and prosperity won’t come from trying to have mass appeal, but from intentionally aiming for those you were meant to serve. They are the ones hungry and searching for exactly what you have to offer

The shift I mentioned in the beginning of this post, this ‘InRising’, is about people craving something that feeds their soul – not just their pocketbooks and egos. People are tired of hype that doesn’t help. They are tired of people pawning off sales pitches as valuable need to know information. And fear-based marketing is getting old: you can’t talk to people about setting positive intentions and then fill your marketing strategy with tactics based on scarcity and fear.

How this has shifted my business?

There will always be people looking for quick fixes, overnight mass appeal and six-figure incomes by following 6 quick steps. Those are not my clients. My clients understand that the work they have been called to do requires practice not perfection. They are willing to put in the work and take the time to:

  • get clear about their message and who they have been called to serve
  • market their message through relationships not hype, and
  • build a sustainable business models based on values that mean the most to them

So where do you stand…

Have you made a decision that staying true to your mission and delivering your message to the people you were meant to serve is more important than appealing to the masses?

My heart-felt prayer is that your vision stays clear and untainted so you can delight in thriving on the less travelled paths that lead to deeper meaning, more impact, and bigger results for those you have been called to serve.

shift_sessions_300Are you ready to do the work?

If you are looking for a coaching relationship that will support you in building a business based on your message and mission, schedule an SHIFT Session and tell me about your vision. This free 30 minute call is a chance to learn exactly how I can help you own your brilliance and blaze a trail with it.

About the Author Tai Goodwin

Tai Goodwin on a mission to help 10,000 women entrepreneurs create more joy and wealth in their life and business. She's the CEO of Aligned + Bankable and creator of the Bankable Brilliance Course. An intuitive business growth strategist and teacher, her specialty is helping clients create bankable business models that allow them to increase their impact and income without burning out. Tai is a former corporate trainer with a master's degree in instructional design and over 20 years of experience designing course, training programs, and certifications. She is also the author of Girlfriend, It's Your Time and founder of Brilliant Business Girlfriends.

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Leave a Comment:

Debra A. Jason says

Marketing to everyone, it like marketing to no one.

Beverly Lewis says

The Compelling image captured my attention and then your message kept me reading. When we start marketing, it’s natural to resist the thought of narrowing our market. But we certainly can’t succeed trying to be everything to everybody. Bravo, Tai!

    Tai Goodwin says

    Thanks for stopping by Beverly! It’s amazing how long we resist narrowing our focus. My goal is to help my clients do it sooner rather than later, before they reach a point of desperation.

Tai Goodwin says

Well said Debra!

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