Most businesses comparable to DTB — those that have the similar goal of helping overwhelmed individuals take care of themselves and be more effective in helping others, particularly for those needing professional support alongside personal issues — fall into two categories: those with a corporate feel to them, and those that have come from the wellbeing and yoga industry.
The corporate competitors present themselves as straight-laced and practical. These businesses appeal to those who already have a relatively sophisticated understanding of the coaching space. Their clients are aware of executive coaching and may have worked with someone on their coaching style before. Their audience is very success-driven, but expects a certain amount of formality to the coaches they work with. Those who come from a wellbeing background may well be put off by their technical jargon, which can be alienating.
The yogi side of DTB’s competitors present themselves as calm and gentle. The language used is very different: it’s ‘fluffier’ and feels less grounded in science. Those who come from a business background may be put off by their wellbeing jargon, feeling alienated; ‘perfection’ (that’s so commonly seen in the yoga industry) is inaccessible, therefore frustrating to newbies.
DTB fills the space in-between, by prioritising scientific research to back up their approach to improving wellbeing, as well as performance. Claire’s experience in both the yoga sector and executive coaching space allows her to comprehensively understand the struggles and solutions that are most effective for each of her audience segments. DTB is the down-to-earth guide that her clients need to make real change in their lives possible and sustainable.
In contrast to her competitors, Claire’s bold and vibrant approach is clean and sharp, without feeling childish or ‘fluffy’. Accessibility and adaptability is really important for DTB, conveyed in both the language, the messaging and research, so as not to alienate prospects who are less educated when it comes to the importance of looking after oneself in order for it to have a positive impact on their relationships with others.
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