一位设计公司老板来找我。六次对话，目标只有一个：找到他们公司“非我不可”的那个东西。

市场竞争白热化，他一坐下来就说：“我真的很急，客户比来比去，价格越压越低。”

我问他：“你刚才说‘急’的时候，语气很不耐烦。这个情绪，跟你公司的IP有什么影响？”

他愣了一下，然后笑了：“哈哈，我给你这个印象吗？”

我没笑。我又问：“那这个‘急’和‘不耐烦’的背后，到底是什么？”

他想了想，认真地说：“……是野心没有达成。”

那天我们没再聊报价、比稿、客户。我们花了很长时间，聊他的“野心”到底长什么样。

不是“我要做多大”。是“我想改变什么”、“我想留下什么”、“我不想成为谁”。

三个月里，我们一点一点把那个模糊的“野心”，挖成了三句话。这三句话，后来成了他们公司的核心定位。

他说：“以前我只知道自己急，现在我知道自己为什么急。”

如果你也在‘市场很卷、我很急、但不知道往哪使力’ ，与我联系。一起找到问题的根。你的时间与精力，应该花在高回报的目标上。

(案例已脱敏，经本人同意分享)

 

徐敏聪
成果教练 ｜为赢而练
我帮创始人及CEO先赢，再长。

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A design company owner came to see me. Across six conversations, there was only one goal: to find what made his company truly irreplaceable.

The market was brutally competitive. As soon as he sat down, he said, “I’m really anxious. Clients keep comparing us, and prices are being pushed lower and lower.”

I asked him, “When you said you’re ‘anxious,’ your tone was full of impatience. How does this emotion affect your company’s IP and positioning?”

He paused, then laughed, “Haha, do I really come across like that?”

I didn’t laugh. I asked again, “What’s truly behind this anxiety and impatience?”

After thinking for a while, he said seriously, “…It’s because my ambition hasn’t been realized.”

That day, we didn’t talk about pricing, bidding, or clients. Instead, we spent a long time exploring what his “ambition” really looked like.

Not “how big I want the company to be,” but “what I want to change,” “what I want to leave behind,” and “whom I don’t want to become.”

Over the next three months, we gradually transformed that vague ambition into three clear sentences. Those three sentences later became the core positioning of his company.

He said, “Before, I only knew I was anxious. Now I finally understand why.”

If you’re also feeling “The market is too competitive, I’m anxious, but I don’t know where to focus my energy,” feel free to reach out. Let’s find the root of the problem together. Your time and energy deserve to be spent on high-return goals.

(Case desensitized and shared with the client’s consent)

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David Tsui

Result Coach | Coached To WIN

Helping founders and CEOs WIN, then GROW