The Secret Sauce To Having A Brilliant Career Part 2 (The Power Of Intention)

Following on from Part One, let’s start Part Two by talking about the things you’ve probably do already that you think might work but actually don’t when it comes to creating your ideal path:

Mood boards:

Sitting down and making up a few Pinterest boards is not going to get you all the wealth and abundance you want. Sorry. They will work if you want to change the colour of your bathroom, but when it comes to manifesting your dream job, it’s really only half the recipe.


You might want to sit down painfully crossed legged for half an hour each day and focus your mind on visualising your ideal role without that thought of ‘what’s for dinner tonight?’ But, it’s not going to work on its own.

Sure, everything around you in your life, right now, started off as a single thought than then transferred to an idea before action took place, but it took a lot more than simply thinking about it. Your mind might be brilliant enough to come up with some pretty cool graphics after ten minutes of your eyes being shut, but with the secret element, the imagination won’t work to creating your dream career.

There is one key element you have completely missed out on.

You have to believe in what you want. But not in the way you think.

You need to EXPECT it. Like it’s a given.

Because everything you have in your life, right now, you expected at some point in the past.

That bad relationship you’re in? You expected that to happen. Even if your intention was different when it started out, there was at one point after that, that you expected it to be the way it is right now. So you got it.

Somewhere along the line, your thought process shifted. Even if you didn’t realise it at the time.

The universe will ALWAYS give you want you expect to happen.

Belief is one thing but expectation, is a whole new, very real ball game.

And this is where your inner marketing manager comes back in.

Your inner story is writing your expectations and your actions in the outside world will ensure that, that expectation will be carried out.

You might land the perfect job, but if you deep down expect to lose it as some point in the future, sure as heck, you will. Because your subconscious mind will ensure your actions will pave out the journey to that expectation, so it is carried out on time, right on schedule. The expectation is your belief and if your believe something will happen, it will.

So, how do you go about changing what we believe will happen in our lives? Well, we use dreams.

If you find it difficult to consciously think about how to change your belief system, then to intend to dream it instead.

Many of us will struggle to change our belief system simply because they are the beliefs and values we’ve had all our lives.  Yet using dreams can skip that and all you have to do is set the intention.

Dreams are hugely powerful yet we tend to ignore them as our mind simply going through what we think is the ‘sorting out of stuff we’ve done during that day or seen or TV.’ Yet they are much more than that.

You might have come across something called the power of intention.


So, here is a little trick for you.

Before you go to bed tonight and go to sleep, set yourself your intention for the following day and ask your subconscious mind to give you to, in a dream, all the things you need to make that intention come true.

Get used to using your imagination when visualising your dream scenario. You see, visualising will only work if you truly feel and believe what you are visualising is actually going to come true. Other wise, as we talked about before, just thinking about an image is not going to do the job.

You have to get emotionally involved in what you want or it won’t happen. Just thinking about the word ’emotion’ shows that you need to take action – ‘e-motion.’ To make something happen your life you first have to take the action for it to happen.

Then it will happen, but be warned. This can work for both positive and negative outcomes so be careful what you wish for!


Want to find out more? I love this post from Without Boxes on the Power of Intent – click here to read on. 

Missed out on part one? Click here to read it.


Michelle is an award winning marketing, PR and leadership consultant. She is has CoE Diplomas in Marketing, PR, Business Management and Accountancy, and is a member of the Institute of Leadership and Management and The Association of Integrative Psychology.

She is a keen mountain biker and once won the 42km cross country race for ChildLine raising over £1000. She lives in Wiltshire with her family and three cats.




The Secret Sauce To Having A Brilliant Career (In Fact, Brilliant In Every Corner Of Your Life)

Did you know that being any manager of any team or department, you need to be a brilliant marketing manager first?

You don’t see it?

Let me explain:

Marketing isn’t just for the department and it doesn’t just stop at what ever it is you are promoting to your target audience.

Marketing starts, believe it or not, with you and more importantly, how you feel about YOU.

This is what I mean…

Market yourself to yourself effectively and you can literally change your world. Regardless of your occupation, industry or niche. Whether you are an office cleaner, a builder, laying roads, tredding the boards or heading a board room. If you can market yourself to yourself, you can be anything or anyone you want to be.

So let’s go back for a second to the heading of this article today.

We’re talking about being a marketing manager but let’s turn that around for a second. Manage your marketing – managing yourself as your own marketing manager. It is all about the inside story. What you tell yourself inside is always what you get on the outside.

Ok, so now I have completely confused you, let’s take that last paragraph apart.

We already know that what’s going on, on the inside of yourself is always, always reflected on the outside. So, if your life is pretty rubbish, then I can guess that you don’t feel that great about yourself, right?

So, that gives us a chicken and egg scenario. What came first? The feeling of being inadequate and useless or are you just merely reacting to what’s going on in the outside world?

What you think about yourself is always reflected in your world

The values you have of yourself (or lack of it) comes first. Always.

Those values you have now, have been there since you were around 12 years old. That’s the age where we build our sense of self worth that sticks rigidly to for the rest of your life. It maps out your destiny.

You see, where we have been going wrong all these thousands of years is that we allow what’s going on in the outside world dictate to us how we feel, rather than the other way around. What we should be doing is rewriting the rule book in our minds on what we want the outside world to be.

Yet this is very difficult to do otherwise we would all be doing it. You see, we’re not beings that feel and then think, we are thinking beings that feel. We are led every day to act on how we feel, we should be scrapping how we feel and just doing what we KNOW we should be doing.

I will give you an example:

If you didn’t feel like doing something, you wouldn’t do it right? Yet, if you wanted to do it, you would do it, yes?

Changing the intention

What you need to do is change the intention. Your mind creates the feelings that puts your physical body into scenarios that reflect how you feel about yourself, others and the world around you.

You will always, on a subconscious level, look, no, in fact, seek out all the situations on the planet that are equal to your values. So if you have a bad job now, you will always have a bad job, because you are actively seeking out jobs that are equal to the poor image you have of yourself.

Great leaders don’t put themselves in that environment. Why? Because the conversation they are having inside sees them as the great leaders they are, or the great business owners, entrepreneurs, managers. To change it, you change the way you are marketing yourself to yourself.

And it can happen, and quicker than you think.

(Want to know what happened to me? Click here for the full article) 

Want to know how you can change your world into the one you want? Read the next article here…


Michelle is an award winning marketing, PR and leadership consultant. She is has CoE Diplomas in Marketing, PR, Business Management and Accountancy, and is a member of the Institute of Leadership and Management and The Association of Integrative Psychology.

She is a keen mountain biker and once won the 42km cross country race for ChildLine raising over £1000. She lives in Wiltshire with her family and three cats.

The 1 Trick Most Businesses Fail On When Researching Their Target Market

Thinking about your target audience, you need to first consider if there is a need for what you do. This will determine, not only your price but the place you have in the industry. Yet there is so much more to customer research than a lot of businesses admit to doing. In fact, it is believed that for every customer to obtain, you could be handing another 5 over to your nearest competitor simply because you haven’t done your customer homework thoroughly.


The key that separates your business from the biggest competitor is this: You MUST fully understand who your target market is, not the demographic of your ideal customers but their language, how they think, how they feel, their desires and wants, what their struggles are and their values.

Without a clearly defined specific understanding of your target audience, you will not be able to implement firm marketing strategies, objectives of your business or sales trajectory.


Clever target audience homework

You would have already acknowledged the opportunity of your business venture in the current market, if you had done your homework. The cleverest marketers will see opportunities and needs to a customer before they have understood there is a need themselves. Apple is an outstanding example of this. They foresaw a desire in the customer in terms of technology before the customer even realised they had one. All Apple had to do then was to create the product and present it to the world with the accompanying pitch.

Any successful business will have identified a clear gap in the market and the consistent necessity for their product or service. There’s no point creating a product that the consumer only wants for five minutes, on one single day in a year, if it’s your one and only product.

So, the first question you need to ask yourself (and it’s surprising how many businesses don’t do this) who is your ideal customer is, inside and out?


Where is the money being spent?

Any healthy business attitude seeks out competition automatically. Know who your competitors are in your industry and monitor their behaviour and that of their customers carefully.

Almost all businesses can be improved in one way or another. Therefore, take it upon yourself to find out the trick they’re missing and offer that to your customer base. – Michelle Hatcher

Many businesses believe that if they understand what gender, cultural background, demographic, age, social class and income their target market is, then that’s all they need to know. But clever customer research goes much deeper than that and it’s here, where the money truly is.

So, ask yourself about your competitor – what is bringing their customers to them and not to you? Who are your customers and what are the difference between yours and theirs? How much are the customers spending with you and your competitor?

Understand the differences clearly and you will be on your way to understanding consumer behaviour and how to win more custom.


‘Get’ your customer

Any good business, whether they are retail, a service provider, for customers or other businesses, who have done their homework on their target market will understand each customer inside out – how they feel, what their goals in life are, their values, what’s important to them, who they want to be, what they dream about, what they worry about, read and talk about to their friends. You must know as much as possible about their emotional pains and struggles and provide a solution for them.



Take for instance, Nike.

On the surface, they are just another big name in sportswear. You might argue that their target audience are people who like to keep fit, play sports and enjoy being healthy. Yet if this is all the customer research Nike ever did, they wouldn’t not be the multi-billion-pound retail outlet there are today.

Nike understands that their customers like to feel like world class athletes. They understand that the struggle of their target audience, their pains, what stands in their way from being brilliant at sports and keeping fit, who they admire, who they would like to be like and so on. They ‘get’ the desire, the hunger, if you like, of their target market. They understand the dreams their ideal customer has in being the best version of themselves as they possibly can.


Mirror marketing

What is very clever is that Nike’s brand and understanding of their market is that if you see someone wearing Nike gear, they are likely to be the type of person who we have described above. This is what I call mirror marketing. The customer becomes the marketing advocate reinforcing the brand through being a customer. One literally reflects the other, thus creating a mirror effect in psychological advertising for new custom (new customer thinks ‘I want to be like them…’) whilst making the wearer of the gear feel important and the best version of themselves.


Blanket marketing

Blanketing marketing will only ever get you so far if you want to build a successful marketing plan. This is when we simply market ‘at’ everyone in the hope that someone ‘bites’; the marketing bait. Even giants such as supermarket chains (and we all need food, don’t we?) Will have studied their target audience carefully, even though we all need food to survive so there is a definite desire for supermarkets! Notice how household products, clothes and non-consumable products in Sainsburys are very different to those in Asda. That’s because both companies understand their different target audience.


Customer research that is flexible keeps you in business

There are some things about your business that should never change – your branding is one of these aspects. The vision, mission and WHY factor of your business that makes up the company brand should remain clear and consistent. Your products and services, you will always update to match the demands of the customer, but what about your target market research? This should be reviewed frequently and monitored just as carefully just as regularly as your marketing and sales analytic reports.

Never assume because you know your market, you never have to review it ever again. The world and its inhabitants change almost daily, and your target market last year might not be the same this year. Always keep on top of your customer research. That way, your products and services will always stay fresh and you will stay on top of your game.


Michelle Hatcher is an award winning digital marketing and leadership consultant for 15 years with credits that include Surrey 2012 Team and the London Olympics. She is a member of the Association of Integrative Psychology in Seattle and lives in Wiltshire with her family and three cats.