Beth Farris

Getting clear on what you do and who you serve is crucial to ask yourself when you’re starting a business and while you’re scaling it. It may change over time, but if you don’t know who you want to reach, then you won’t be able to build a strategy to bring your ideas to life. Enter business clarity mentor, Beth Farris. Beth helps you create impact and income with a clear and solid foundation.

Read on to learn more about how Beth found her niche after trying to do everything and her top tips for aspiring entrepreneurs. 

Hustle Amsterdam (HA): Where are you from? And what brings you to Amsterdam? 

Beth Farris (BF): I’m from New York, so I always think it’s funny that I moved from New Amsterdam to the Old. In 2014, my husband and I spent a year backpacking around the world. And in Amsterdam I said to him, “This is such a cool city, I could see us living here.” Once we were back, he saw a great job post on Reddit, applied for it on a whim, and got it. (ha!) So we had a big decision to make. But by then we knew we could adapt to a different country. And Amsterdam was a perfect fit. We’re definitely here to stay.

HA: Tell me about your business. What is your mission? 

BF: After spending 18 years in the corporate world, it feels so good to be running my own business, choosing who I work with, and creating impact in my own way. I’m inspired to empower others to do the same. As a Business Clarity Mentor, I guide people through the process, helping them get clear on their vision, value, niche, goals, message, and marketing. So my sweet spot is helping service-based solopreneurs in the first few years of their journey.

HA: How are you handling our new “normal” due to the coronavirus outbreak? What impact has it had on your business? How was the transition to working remotely been for you? Are you being strict with a routine or taking it day-by-day? And what are you doing now as we re-open? 

BF: My living room converts to a meeting room with whiteboards, my TV as a monitor… I used to invite clients over occasionally to make the experience more personal and not just do Zoom calls. Covid forced me to finally start using tools like Miro (whiteboard app) and Voxer (walkie-talkie app) and I love them now. In a local Meetup I was co-leading, we discovered the power of breakout rooms in Zoom. And during this time, I also realized how much I was relying on in-person networking to connect with potential clients. So I had to level up my online networking game. LinkedIn is amazing for this and where I prioritize my time on social media. The conversations there are richer, and posts have a longer shelf-life. It’s cool when you post something and weeks later people are still commenting on it.

HA: Why business clarity mentoring? What led you to mentoring?

BF: I started my business as a marketing consultant and freelancer, offering a wide range of services. People would come to me with a tangible request such as “write my About page.” But in order to do that, I needed to first get clarity on their message, point of view, unique approach, niche (who they help and what they do) and more. With every client, this foundational clarity was missing. And when we got clear, that was the magic ingredient needed to create the website text, the Facebook page, the tagline, or whatever. I realized THIS was the problem I wanted and needed to solve. I realized I needed to stop trying to do everything for everyone. I made peace with the fact that... just because I can do a lot of things, doesn’t mean I need to do all the things. I now see my range of tactical marketing skills now as a “value-add” and it is a huge relief now to just focus on mastering my craft in clarity.

HA: What is the current state of your business? Do you have six and 12-month goals for your business?

BF: I’ve been busy working on my business! In the last few months I revamped my offers, website and visual brand, and created my first online course. I’m working on content, talking about my point of view in a stronger way, seeking out strategic collaborations, and testing smaller offers. Covid has shown how important it is to be agile and have diverse revenue streams. In terms of my planning process, I have a 12-month revenue goal and big picture strategy, plus a 4-month plan. My approach to business plans and goals is... you definitely need to have them but they can be simple and flexible. Nothing in business is ever set in stone. But a goal without a plan is just a wish.

HA: What kind of obstacles do you face in your company? How do you handle them?

BF: I discovered that being an entrepreneur is so much different from being an employee. Building a business requires building yourself. It requires personal development. When you’re a service-based solopreneur, you need to get comfortable with that fact that the product you’re selling is yourself. When you’re promoting your business, you’re promoting yourself. When you’re getting clear on your brand strategy, it’s rooted in your core values and point of view. So it’s all very personal. And I’ve experienced the mindset challenges that come along with that… the self-doubt, comparisonitis, fear of judgement. I handle it by being more self-aware — recognizing the signs and symptoms. By surrounding myself with positive, like-minded solopreneurs. By watching the content I consume. Getting support where and when I need it. Listening to affirmation videos on YouTube. Taking long walks in the middle of the day to clear my head.

HA: What has been your most successful moment so far? And how do you celebrate your wins? 

BF: Whenever I help spark a lightbulb moment for my clients, that is a successful moment and so satisfying. On a couple occasions, there were even tears. It has to do with making these connections between your work and what lights you up. Getting clear on what makes you and your approach unique. Connecting inner clarity to business clarity. And when you connect those dots, you feel more confident. You’re clear on your vision and value. And that leads to more clients. And to be honest, I’m not great at celebrating wins, I’m always looking ahead! But a great strategy is to take time to reflect on your wins by writing down your top five each week in a paper or digital journal.

HA: How have you accomplished what you have? Did you go to business school? Did you wing it? Fake it till you make it? Get really lucky?

BF: I believe there is value in both professional and life experience. Each time I sit down with a client, I’m bringing everything I’ve ever done and learned in my personal and professional life to that moment. I think that’s helpful to remember when you are feeling self-doubt or struggling to narrow your niche. I didn’t go to business school but I have invested in business programs, continuing education, and mentors. I don’t believe in lying or being fake. But I do think you have to project confidence, in order for people to feel confident to buy from you. It’s sort of like when you go to a networking event, you put your best face forward. That’s not being fake, it’s showing up as your best self, making an effort and having a positive mindset. When you genuinely believe in what you are doing and you project that, others will believe too.

HA: How big is your team? And where are your team members located? 

BF: Just me. I enjoy being a solopreneur, but bringing in experts to help me when and where I need it. I’m also working on some strategic collaborations.

HA: Do you have a favorite motivational quote? 

BF: Every accomplishment starts with the decision to try.

HA: What 3 tips would you give to aspiring entrepreneurs? What do you wish you had known before you started? 

BF: 

TIP 1: Don’t get distracted by get-rich-quick hacks. Success takes time and work, no matter what magic pill or program people try to sell you. Sustainable success comes from strong foundations. From getting clear on what you do and who you serve. From validating your business ideas through conversations and market research. You don’t need complicated click funnels. People are wise to the sneaky marketing tactics and don’t like being sold to. Instead, go all in on being human, building relationships, showing people you actually care about their problems and goals, and consistently giving value.

TIP 2: Focus creates expansion. Because taking action — in and of itself — is not valuable. Taking the RIGHT action is. That’s why you need to get clear on your goals and a plan to reach them. That’s why you need to figure out your niche. You cannot get extraordinary results when you’re doing lots of things. You cannot build an audience or your brand when there’s no strategy behind your social media posts. Success requires clarity, focus, and action.

TIP 3: Be flexible. Don’t get stuck on anything in your business if it’s not working. Be willing to change everything about it, experiment, adapt, and grow. Business is a constant evolution. The decisions and choices you make today do not have to be forever.⁠

HA: How would you describe your working style? 

BF: Thoughtful and personal.

HA: When you’re not working on your business — where can we find you?

BF: I gravitate towards places and things that are quirky, artsy, and old. Traveling and taking photos. Christmas markets. Walking and biking around Amsterdam and noticing all the little details. I love planning and hosting house parties, but those are on hold now.

HA: How do you find work-life balance while being an entrepreneur? 

BF: It’s hard to stop working when you work from home and your business is your baby. ;) On the other hand, you do have the freedom to take time off whenever you want. So I do take lots of breaks. I go for long lunches with friends. I’m careful not to take on more clients or projects than I can handle. I’ve been through burnout and refuse to experience that again.

HA: What is your passion? 

BF: Empowerment work and causes. Traveling. Creative expression — like finding the perfect words and images to communicate an idea.

HA: What inspires you most about Amsterdam? Do you have any favorite spots to work or hangout? 

BF: I love that every little corner of Amsterdam has a story. For example, there’s a house on the corner of Prinsengracht and Reguliersgracht that has a stork statue. A midwife had her practice there so that stork was basically a 17th century advertisement. Some favorite bars are Arendsnest, Rosalia's Menagerie, and In't Aepjen — where they used to accept sailor's monkeys as payment.

HA: Anything else you’d like to add?

BF: When you’re starting, it helps to have a thinking partner and mentor to point you in the right direction. I’m currently offering a 90-minute Set Up for Success session that provides starting advice and an action plan. I also have a free market research guide with 10 ways to gain valuable insights about your target audience.

Keep in touch with Beth Farris on Instagram, Facebook, and LinkedIn.