Episode 406:

Hello and welcome to Unshakeable with Human Design. I am your host, Nicole Laino, and today I want to talk about creating a business around your purpose. This is kind of the heart and soul of what I do is helping entrepreneurs build a business that is purpose led. That is not coming from just an intellectual, logical place, but actually coming from a place of this is. We’re talking about alignment. We’re talking about purpose. Alignment means being in alignment with your purpose. Alignment means feeling like you are on your soul’s path. And at the time that I’m recording this, we’re just getting past the lunar eclipse where I think we are being called to surrender to our intuition, to our alignment. But that doesn’t mean that we don’t do the work. It doesn’t mean that we’re not showing up. 

So I want to clear up in this episode. I want to talk about what it really looks like. I want to talk about human design and how the human design elements work with this. But we have so many episodes on this. I want to go deeper. I want to go deeper to talk about really the three things that this comes down to. If you want to have a business that is fueled by your purpose, that’s centered around it, where you feel like when you wake up in the morning, you go to do what you love. It’s funny, my birthday, my cousin sent me a message and he said, happy birthday. I’m sorry, it’s on a Monday. And he’s a lawyer and he doesn’t really, I don’t think, love his job. 

And what was funny was I didn’t write this back exactly, but in my mind I was like, oh, I love my job. I don’t hate Mondays. I love what I do and what a gift that is. And sometimes we forget when we’re in this world that it’s more rare than the average person. The average person does dread Mondays. They do hate their job and they do live for the weekend. And while I love the weekend and spending time off and doing whatever I want, I have a lot of freedom in my life. And when I am working, it fuels me. It feels like when I get messages from my clients, even when I’m marketing, even when I’m Doing this podcast, even when I’m coaching, all of the things that I do give me more energy. I’m a manifesting generator. 

That’s a signal that I’m on the right track. Now do I know if what I’m doing exactly today, as I’m doing it today, is my soul’s purpose in life? No. I know it feels so right now. I don’t know. But I keep going and I trust that because right now feels good, right now feels great. And right now feels like it is switched on and I’m in flow that I just. My job right now is to trust that flow is to trust myself right here. And to allow this time to be what it is. So today I’m gonna break this down for us. Before I get started, I am going to announce, just to remind you guys, we do have the Authority Accelerator Masterclass coming up. 

If you care about having a purpose fueled business, if you want a business that is built around your purpose, and you want to know what it really looks like to have a successful and profitable business that is built around your genius, where you are seen as an authority in your space, if that interests you, then please come to the Authority Accelerator. It is an amazing masterclass. I rewrite it every time I rework it. We kept the title the same because I really like what it says, but I revisit it every single time I do it. And this is another one of those kind of big overhauls that I did to it. So if you’ve come before, you should come again because it’s different and all you have to do to register is go to my Instagram DM me the word masterclass. 

I’m @nicole la official. We’ll register you right there in the DMS or go to nicolelo.com masterclass if you want to register on the website. All free, 5 days replays available. All great things. I hope to see you there. Okay, so let’s talk about having a purpose fueled business. Having your purpose be at the center of your business. What does that do? What does it require? Why do we want this? So the first thing is that when we build a business that is purely based on logic, a lot of times what will end up happening is we end up in hustle culture, we end up in our mind, we end up fighting logic. Everything is dealt with logic. And that usually kind of pushes us into boxes. 

Register for the upcoming free 5-day masterclass, The Authority Accelerator in HD: Create Your Million Dollar Message in 5 Days Using Human Design at https://www.nicolelaino.com/masterclass

So even you know, when you’re trying to think through your messaging, if that is a purely logical process, if you haven’t really started to Explore who you are. If you haven’t really built it around something that feels like your genius, that probably feels like if you’ve ever downloaded one of those branding worksheets where someone has told you to write down the pain points of your ideal client, write down the desires of your ideal client, your target audience. What brands do they like? What do they do on Saturdays? All of those questions and you stare at a blank page because it’s just like, oh, I don’t know. I can’t articulate that. The words aren’t necessarily the most important thing. They are how you communicate with the. The people that you are looking to draw in. The words do matter. 

However, what matters more is the way that you show up. Are you embodying this magic that you are going to teach these people? Are you embodying the essence of what it is you want them to come to you for when you do, the words start to matter less. The less purpose fueled you are, the more the words will matter. And the more purpose fueled you are, the less the words will matter. Of course it matters. And if you’re a one line like me, then you’re going to have like an expertise that you need to put out there. But your purpose should make you brave. 

Your purpose should get you to throw away the script and just say, in those moments where you don’t know, in those moments where you’re not sure if, in those moments when you’re so worried about getting it right, you just go for it. Because you’re like, I trust. I trust that this is right. If you’re stuck in your head and you’re mulling things over and you are trying to figure it out, you’re trying to get it perfect. It steals all the magic from you and from the people that you’re trying to reach. Suddenly now, a person that was very interested in hearing what you had to say and maybe investing in you is walking away. Why? Because you’re not connecting. They don’t feel connected to you because you are not connecting to what you are here for. 

If you’re trying to get it right, that’s a huge red flag that you aren’t really led by anything. You are trying to get a result. This doesn’t mean that we let go of results. This doesn’t mean that we don’t have goals. This doesn’t mean that we don’t care about that stuff. They are just not the thing that is trying to driving everything. The goals are not necessarily the thing that is like right out in front. Because when you’re led by your purpose, you can drive toward things, but the fuel is your purpose, the goal is not. And people can feel that. People can feel when it’s like, I’ve got something to bring you. I’m on a mission. The whole Simon Sinek thing of, you knowing your why, purpose is your why to feel like you’re really doing what you’re meant to do. 

And if you’re not really connected to that, then everything feels scattered. And this brings me kind of to another point that I wanted to make with having a purpose fueled and purpose led business. Is that what people don’t realize? What it really takes to have this aligned business, to be aligned and profitable, as we call the secret podcast, to be aligned, you need to have, and this is sort of a buzzword right now, is this, you know, having a regulated nervous system and the human design world, we refer to this as deconditioning because we’re pulling away from your conditioned responses. 

We’re pulling away from the trauma responses that probably if you are a hustler, if you are somebody who tries to get it right, if you are someone who’s trapped in your head, what you’re probably finding is that you are hustling and maybe not getting the results that you wanted, or you’re hustling and you don’t know how to get the results without pure hustle. That’s conditioning. Your conditioned response is that you are in. Usually it’s fight or flight mode, one of the two you’re avoiding, and sometimes we avoid through doing too much and being busy without intention. And I see this so often. And if you’re in a conditioned response, that’s not where your purpose lives. Your purpose is in the openness. 

Your purpose is in the place of your truth, not the conditioned world, not the way the world conditioned you, not in your trauma responses to the way that you grew up. Not to your addiction to chaos, not to your fear of the unknown. Your purpose doesn’t live in any of those places. So if we come and we back into this by hitting purpose first, taking all of those other steps and regulating your nervous system, it regulates your nervous system to be led by your purpose. Because you are in a state of trust. When you’re in a state of trust that you are held that things are working out in your favor, that you are in alignment with what you want, and what you want comes to you, that being in alignment with your purpose is going to deliver the results that you’re looking for. 

When you are in that state of trust, then you are in flow. And that’s when we start to get outsized results for doing a lot less. And this is when a lot of those conditioned patterns just naturally start to flow away. We see this a lot with some people will come to me if you’re in a survival response. And this is something I call this creating a business around your purpose. Because it’s so much more than just your incarnation, Cross. And I think that’s where a lot of people get stuck. Because when you get fixated on finding the answers in the chart, which I’ve talked about on this show a lot, when you’re focused on the answers, you’re in logic, you’re in your head, you’re in conditioning, you are trying to get it right, you’re trying to figure it out. 

And that’s not where the magic is. So it’s more than just this. But I have a client right now, she’s a private client and I love my private clients. They have voxer access to me so they can message me whenever they want. My BBD clients can as well, but they have to type messages in telegram. But my private clients, you know, voice memo me and sometimes we voice memo several times a day. And she’s been working with me for a little bit and she’s just started to come around to her cosmic niche and starting to see how. Oh yeah, I’ve been around this pattern forever. The way that her business is starting to really pull around her purpose is coming from her curiosity, looking for insight. Always kind of like using the chart as this like cosmic partner in her business, in her life. 

I was curious about this. So I started to go into the cosmic niche again was sort of what she was saying. And I started to listen to that. And then I was listening to our business reading and I was just seeing what came up. Oh, makes my heart so happy when I hear people talk like that, When I hear my clients come back like that. Because I’m like, yes, this is where the magic is. Because that same client is signing private clients. She’s still doing what she does. She is still keeping the ship going while regulating herself. That she’s someone who helps people regulate their nervous system. This is a high priority for her. So she’s very regulated and she’s very centered. So she can really be in this. 

If I were to like decode what makes people successful, working with human design, building a purpose led business and doing the work that I help people do, it would really come down to they prioritize regulation and nervous system regulation, curiosity with their human design, like, true curiosity. And they keep the strategy going without it being stressful, without it being this, like, frantic, difficult, Just overthought and overworked and just overwhelming list of things to do. No, they allow it. When you hear energetic coaches talk about allowing it to be simple, I remember when I used to hear that, and I’d have coaches tell me, you know, like, what if it were simple? And I was like, don’t tell me that. Tell me what to do, because I need the money and I need it now. You need to tell me what I need to do. 

And I realize now, sitting in the chair that I sit in, that what they were trying to communicate to me was In energy of pushing away exactly what I was trying to pull toward me, that I was in such contraction, that I was in such fight in my nervous system that I was not open to receive everything that I was working to receive again. It isn’t about leaning all the way back and not doing anything. When I learned to balance the taking care of myself, opening my nervous system, processing my emotions, feeling my feelings, recognizing when I’m in fight, flight, or freeze, and to breathe into that, to feel it in my body, to allow it to be there, to really process that so I can move past it, not push it away, not compartmentalize it. That’s how you create an aligned business. 

You have to be aligned. We think about it as these answers or these codes that are in human design. That’s the specifics, that’s the stuff. What I look at human design, it should give you permission to do it your way. And what I see happening with it and that I really, I don’t like, is that it’s causing people to not move. They do nothing while they’re figuring out their design. I’m just trying to get into alignment and figure out what my design is and just figure out what my brand is. And they’re not really going out and testing it out in the world, and they’re wondering why they’re broke, and then they are broke, and then they’re in survival mode. So then they throw all of the inner work away, all for strategy. 

Okay, now I’ve got to do everything, and now I’ve got to get it all because I need to get the money. And they don’t see that this is the pattern that is keeping them in the pattern of feast or famine with their business. It doesn’t have to be that way. The more you even yourself out, the more you’ll find that your business and your revenue and everything that you want to create starts to regulate as well. We are mirrors, our business and our inner life. If your business feels like chaos, look at where chaos exists inside of you. An aligned and purpose fueled business is centered around your truth. It isn’t frantic, it isn’t overwhelmed, because you ask that inward question. You process the emotions and then you take intentional action in the direction of your purpose. 

And you trust that what you know is enough. As I sit here after the eclipse, I’m like, I can feel how we are being called, you know, north node in Pisces, with a full moon lunar eclipse in Pisces. It became so clear to me during that eclipse exactly what this was doing for us. We have to trust our intuition as much as we trust our intellectual. We have to let go of the rigid plans that we’ve had and we have to be able to look forward and say, I know enough to move forward. And sometimes, you know, if you’ve been doing this for a while, you probably have the strategies. You don’t need to know another one. You need to find what it is in you that feels like you need to move forward with it. What are you here for? 

What mission are you on? What’s your why? Your why is your purpose now the last piece of really being able to build a business around your purpose? Because we are still talking about business. We are still talking about, you know, being able to make a living around your purpose. Well, how do we do that? You have to have a platform for your purpose to shine. You have to have some place to put this out. And I see this so often when with clients, I see this so often just with other entrepreneurs where they feel like they’re doing their thing, but they’re doing it in quiet. And they show up on Instagram and they put up posts and they get 37 likes and no purchases. And that really comes down to two things. One, people aren’t going deep enough with you. 

Instagram and social media is a hard place to go deep with people. And there’s somebody that I’m looking at right now and I’m thinking about investing with her. I don’t know her and I’ve seen her on social media. It made me curious. But I would never invest at the level that I’m looking to invest in through just her stuff on social media. It’s too short, it’s not in depth enough. She has a podcast, she has a platform, she has a place where I can hear the way that she thinks I can hear what her purpose is and see if that aligns with what I feel I need in my life right now. This person that I’m talking about is very much just in alignment with who she is. 

Now my job is to interact with that and figure out is her purpose something I feel I need in my life right now. Because I’m going to look for somebody who’s fully embodied in it. Because that’s how I can get the benefit from it. That’s how I can benefit from somebody else’s purpose is when I’m in proximity, when I am in relationship with somebody living their purpose. If I need that thing in my life, then that’s the person I’m going to go with. Yes, there’s messaging. Yes, there is. And anybody who is selling stuff, anybody who has like is a seven figure, eight figure earner, they know messaging. And what you get better at as you grow and get bigger is that you get less rigid with the messaging because it becomes kind of the way that you communicate. 

But in the beginning, you do have to make that part of your goals. You have to have a strategic message, as I call it. But this person, I’m interacting with her brand and I’m like, oh, now the question is, do like. She feels fully authentic in it. She really does. And now I’m just like, is this what I need in my life? You have to be embodied in your purpose in order for your purpose to work as the center of your business. And then you need a platform in order for people to really test that out. You might be living your purpose right now, but if there’s no place for anybody to really have interaction with that, to really go deep enough to see that it could be workshops for you, it could be retreats. 

If you are a four line, it might be retreats or something that feels more connected. But I love a podcast because it’s evergreen. People can listen and binge as much as they want. I saw people are binging my podcast today. We had a huge spike in downloads. I’m like, oh, people are binging. That’s great because I can see how much they’re consuming. So I can see that. And that means that I’m doing my job and it means that people are curious about me. Now, do I know if they’re going to buy or not? I do not, because I don’t know who they are and I don’t know what they’re looking for. But I know that I show up because being led by my purpose, every Day I work on my alignment with my purpose every single day. 

I show up as the best version I possibly can every single day, and I let my purpose shine. Now it’s in their hands to decide if my purpose is what they need in their life and if I want to attract a different type of person. If there’s something that feels off, if there’s something that I want to change in my business, I always come back to, what am I putting out there? What do I need to show more of in myself in order to attract that person who needs that in their life? Human design can give us little codes and clues as to what those themes are and which ones we can work through in order to shine bigger and brighter. But you have to have a platform. You have to show people what it is. 

You have to give them a chance to interact with you and your brand. Do you have a platform? If you don’t, I highly suggest you get one. Otherwise, that’s why. Another reason why business feels hard. It feels hard and it feels difficult because you are letting everything be dependent on a social media platform that may like you one week and not like you very much the next week. You’re not showing up in a way that people can go deep enough where they can make a decision. You want to be paid while you sleep, but you haven’t built systems that can support that. There are so many pieces of having an aligned business, but it doesn’t have to be complicated. But it does all start with you at the very core. 

What I hope you take away from this is that when you dig into your purpose, human design, I think, is the most powerful way to dig into your purpose. If you dig into your purpose, become really curious about it, and build a platform based on your purpose and show up, things will start to work out, you will start to figure it out, and then if you are building offers and funnels off of that platform, you will start to see money come in if that is built intentionally. But it doesn’t have to be complicated. And all of these pieces, the more you dig into yourself, the more you grow, the brighter you shine, the more people are attracted to you. And that’s when things get really easy. 

I’m still so wonderfully, like, surprised and excited and feel held when I show up and just say what I want to say and somebody buys something from me and I’m like, oh, I didn’t work hard at that, at all. I didn’t work that out. I didn’t formulate that too rigidly. I didn’t overthink that. I just said it and I said it in a big way and somebody bought. That’s exciting to me because it reminds me that it doesn’t have to be as hard as we often make it, but we do have to work at our purpose. This is an everyday practice for me and I think some people think that the work is over. Oh, I did nervous system regulation work. Oh, I’ve done that before. No, it’s a practice having a purpose led business, having an aligned business alignment is a daily practice. 

It is not something that is ever over. It’s a practice that we commit to because that’s how we show up and we’re able to hold more, we’re able to receive more. So I’m gonna leave it here. I thank you for being here with me all the way to the end of the episode. If you’d like to come to the Authority Accelerator Masterclass, where I’m gonna break down the whole formula of how you build a purpose led business, of how you become an authority in your space where your purpose shines and you step up bigger, you claim the stage and you really show up as the entrepreneur you were always meant to be, as the person that you were always meant to be. If you are interested in that DM me the word masterclass on Instagram, I’m icoleno official. 

Or go to nicolelaino.commasterclass and you can register right there on the website. Thank you so much. I appreciate you. And remember, in order to have an unshakeable business, you must first become an unshakable human. So thanks for letting us help you become unshakable with human design. We’ll see you next time. 

Register for the upcoming free 5-day masterclass, The Authority Accelerator in HD: Create Your Million Dollar Message in 5 Days Using Human Design at https://www.nicolelaino.com/masterclass