When you first start out building a business, chances are you have been advised to start building from your customer out. So you create the avatar and follow the trail to their needs and choose something that sort of fits with what you do. But what if that’s not really what suits you? What if that makes you shiver with discomfort? In this episode, I’m going to take you through the first exercise I do with my clients before we ever talk about customers. The Four Pillars of Passion have helped hundreds of my clients finally create a business that works for them, first. (Also, baby goats!)