Breakthrough Designer Workbook M1

April 2022 Cohort | The Breakthrough Designer | Copyright © by Yevgeniya Davarashvili of One6Creative. All Rights Reserved.
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The Breakthrough Designer > M1: Business Foundations
ONE MODULE 1
Business Foundations
In this module we're diving into the fundamentals of your business such as your brand purpose,
your big vision, ideal clients and more. This is an important module to ensure your business stands
on strong foundations that allow you to grow sustainably, launch new offers and better connect
with your audience.
The Breakthrough Designer > M1: Business Foundations > L1: Your Brand Purpose
M1 | L1
Your Brand Purpose

"Why do you do what you do?"
This is probably one of the hardest fundamental questions a business owner has to answer, but it
is so important to help them drive business decisions, attract and connect with their audience, and
differentiate from their competition.
All business foundations are built on three levels:
01 What you do: what do you sell or what services do you provide?
02 How you do it: How do you stand out and what makes you unique?
03 Why you do it: what is the driving power and purpose behind your brand?
And as we already know it, this last question is what most brands and business owners struggle
with and often decide to ignore. Big mistake!
Think of the big brands that you are loyal to on the daily basis – why them? Why are you Team
Apple vs Android? Why does a Starbucks always feel like home no matter which country you're in?
Why does wearing Nike make you feel like an athlete even if you haven't picked up a dumbbell in
years? Because of their brand purpose & mission.
It's not about the products – it's about that intangible connection the brands make with their
customer.
And the same goes for you. You need to figure out how do you want to make your clients feel when
they interact with your brand. Whether it's checking out your Instagram or website for the very first
time, enquiring about your services, purchasing your products or booking you for a project.
Here are some questions that will help unravel your brand purpose.
01 What are you deeply passionate about?
02 What kind of person do you strive to be?
03 What values are most important to you?
04 Why did you start your business in the first place?
05 When you first started thinking about your business, what change did you want to
bring to the world?
06 What would you like your audience to know you for? What legacy would you like to
leave behind?
07 What unique strengths do you bring to the table?
Now that you have answered these questions, time to tackle your Why again. When outlining your
purpose, try to dig as deep as possible by taking off layers like an onion and constantly asking
yourself "But why?". The goal is to discover your true purpose behind why you do what you do
aside from financial gain.
Once you feel like you reached your true Purpose, write it down below:
? Why do I do what I do? What is the Why behind my business?
Remember, your brand purpose isn't just for your clients. It's also a powerful driver for your own
business growth and future business decisions.
So don't lose sight of your purpose – always keep it in mind. It's very easy nowadays to fall into
the imposter syndrome hole because of all the noise around you – but your purpose is like your
business's Northern star that will always guide you and bring you back on track.
We won’t be distracted by
comparison if we are
captivated with purpose.
— BOB GOFF
The Breakthrough Designer > M1: Business Foundations > L2: Your Big Vision
M1 | L2
Your Big Vision

It's time to outline your big vision for your life and your business. Visualisation exercises are
incredibly powerful as you paint a picture of what results and growth you want to achieve for
yourself in the future.
It all starts with a date. Choose a date 6-8 months into the future:
Now I want you to visualise your future self on that date. Imagine the strong person that you are.
You're not afraid. You're confident in yourself. You know your strength and value. You know what
you want and you get what you want.
? WHO are you on that date? (e.g. a designer that never undervalues her work)
? What have you DONE by that date? (e.g. consistently reached mid-five-figure months)
? What do you HAVE by that date? (e.g. no more debt, put in an offer on a dream house)
Dear Future Me....
! Use the following two pages to write yourself a letter into the future that you will re-
read on the date you chose earlier. Ideally, use the website futureme.org to schedule
that letter to be sent out via email to you on your chosen date.
The Breakthrough Designer > M1: Business Foundations > L3: Your Ideal Client
M1 | L3
Your Ideal Client

You're probably already aware of how important it is to know who your Ideal Client is. And yet,
many business owners struggle to define them or they don't go deep enough.
The key to hyper focused and targeted communication and marketing that attracts your Ideal
Clients is to know them better than they know themselves.
Time to build your own detailed Ideal Client Avatar by answering the following questions:
1. Your Ideal Client's Demographics
01 Name 05 Current Occupation
02 Age 06 Annual Income
03 Physical Appearance 07 Location
04 Education Level 08 Marital Status & Children
2. Your Ideal Client's Personality
ADVENTUROUS • AFFECTIONATE • AGILE • AGREEABLE • ALERT • ALTRUISTIC • AMBITIOUS •

ANALYTICAL • ARGUMENTATIVE • ARTISTIC • ASSERTIVE • ASTUTE • BALANCED • BRAVE • CALM •
CANDID • CAPABLE • CARELESS • CARING • CAUTIOUS • CHARISMATIC • CHARMING • CHATTY • CHIC
• CHILDISH • CLASSY • CLEAN • CLEVER • COHERENT • COMPASSIONATE • COMPETENT •
COMPETITIVE • CONFIDENT • CONSERVATIVE • CONSISTENT • CONTROLLING • COOPERATIVE •
COURAGEOUS • CRAFTY • CRAZY • CREATIVE • CRITICAL • CURIOUS • DFEEP • DEFIANT • DELICATE •
DETERMINED • DEVOTED • DILIGENT • DIPLOMATIC • DISCIPLINED • DISCREET • DISRUPTIVE •
DRAMATIC • EAGER • EASY-GOING • ECCENTRIC • EFFICIENT • EMOTIONAL • EMPATHETIC •
ENERGETIC • ENTERPRISING • ENTHUSIASTIC • EXUBERANT • FASHIONABLE • FEARLESS • FEMININE
• FERVENT • FIERY • FLASHY • FLIRTATIOUS • FORMAL • FRANK • FRIENDLY • FUNNY •
FUTURISTIC • GENEROUS • GENTLE • GRUMPY • HANDSOME • HAPPY • HARD-WORKING • HELPFUL •
HIP • HUMBLE • IDEALISTIC • IMPETUOUS • IMPULSIVE • INCISIVE • INDEPENDENT • INDISCREET •
INGENIOUS • INNOCENT • INNOVATIVE • INSIGHTFUL • INSPIRING • INTELLECTUAL • INTERESTING •
JOYFUL • KEEN • KIND • KNOWLEDGEABLE • LAID-BACK • LIBERAL • LIVELY • LOCAL • LOGICAL •
LOUD • LOYAL • MASCULINE • MATERNAL • MATURE • METHODICAL • METICULOUS • MISCHIEVOUS
• MODERN • MODEST • MOTIVATED • MYSTERIOUS • NATURAL • NAUGHTY • NEAT • NOSTALGIC •
NOSY • NURTURING • OBSTINATE • OLD-FASHIONABLE • OPTIMISTIC • OUTGOING • OUTSPOKEN •
PASSIONATE • PATERNAL • PATIENT • PATRIOTIC • PEACEFUL • PENSIVE • PICKY • PLAYFUL • POLITE •
POPULAR • PRACTICAL • PRECISE • PROACTIVE • PROFICIENT • PROFOUND • PROUD • PROVINCIAL •
PRUDENT • PUNCTUAL • REASSURING • REBELLIOUS • REFINED • RELIABLE • RELIGIOUS • RESERVED
• RESOLUTE • RESOURCEFUL • RESPECTFUL • RESPONSIBLE • RESTLESS • ROWDY • SAFE • SAFE •
SARCASTIC • SASSY • SCIENTIFIC • SENSITIVE • SERENE • SERIOUS • SEXY • SHARP • SILLY • SINCERE •
SLOPPY • SMART • SNOBBY • SOCIABLE • SOLEMN • SOPHISTICATED • SOULFUL • STABLE • STRONG
• STUDIOUS • SUBTLE • SYSTEMATIC • TACTFUL • TALENTED • THOUGHTFUL • TIDY • TRADITIONAL •
TRUSTWORTHY • UNASSUMING • UNCONVENTIONAL • URBAN • VERSATILE • WARM-HEARTED •
WATCHFUL • WEALTHY • WISE • WILTY • YOUNG
? Choose 5 adjectives that describe your Ideal Client best
3. Your Ideal Client's Hobbies & Interests
01 What books do they read? 08 What sports do they love?
02 What is their favorite movie 09 What do they do in their free time?
03 What is their favorite TV show? 10 Who are their role models? Why?
04 What are their favorite apps? 11 What are their guilty pleasures>
05 What is their favorite news outlet? 12 What brands do they like?
06 What blogs do they read? 13 What are their religious views?
07 What websites do they visit? 14 What is their dream holiday?
4. Your Ideal Client's Values & Challenges
01 What are they most proud of in their life?
02 What are their professional goals?
03 What are their personal goals?
04 What do they value most?
05 What are their core beliefs?
06 What motivates them?
07 What are their biggest pain points right now?
08 What challenges are they facing?
09 What are their afraid of?
10 What keeps them up at night?
5. Your Ideal Client's Decision Making
01 Do they prioritise price, quality or ease?
02 Are they the purchase decision maker? If not, what role do they play?
03 How do they regularly buy?
04 What needs to happen for them to realise that they have a problem (when they
become problem-aware)?
05 At what point would they start looking for a solution (when they become
solution-aware)?
06 How would they find your solution (become product-aware)?
07 What objections will they have around working with you? What may stop them?
08 What steps will you take to help them overcome these objections?
The Breakthrough Designer > M1: Business Foundations > L4: Your Unique Value
M1 | L4
Your Unique Value Proposition

Your Unique Value Proposition is what allows you to stand out from your competition and make
your clients rave about you. It can be found at the intersection of what you do well (but your
competitors don't) and what your clients want.
WHAT YOU DO WELL
WHAT YOUR WHAT YOUR

COMPETITORS CLIENTS WANT
DO WELL
Inspired by the StoryBrand framework by Donald Miller, your Value Proposition is made of:
THE CLIENT (HERO) + THE PROBLEM + THE PLAN + THE RESULT
THE CLIENT (HERO)
? Describe in as many details as possible who your Ideal Client is
THE PROBLEM
? What is your client struggling with? What is their deep internal problem?
THE GUIDE
? What makes you the best person to solve this problem? How can you make your
hero believe you as their trusted guide?
THE PLAN
? What is the solution that you can offer your client to solve their problem?
THE RESULT
? What are the immediate results they will get?
THE RESULT
? What are the results your client is expecting to get?
THE RESULT
? What are the results your client is not expecting to get?
? Write down your own Unique Value Proposition Statement using the suggested
framework. I help [Ideal Client] to [solve a specific problem] by [providing a unique plan]
so they can [achieve specific outcome]
The Breakthrough Designer > M1: Business Foundations > L5: Your Workflow
M1 | L5
Outlining & Assessing Your Workflow

Outline your own workflow using a tool like Miro, Draw.io or other flowchart maker. Create a step
by step process and outline all the actions, emails and documents that you have to take or send
during the project.
The goal is to automate as many processes and create as many templates as possible in order to
simplify your systems and help your projects runs smoothly.
01 Which areas of my process can I simplify or automate?
02 Which document templates can I create to reuse in each project?
03 Which email templates can I crease to reuse in each project?
The Breakthrough Designer
Notes & Thoughts
The Breakthrough Designer
Notes & Thoughts

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April 2022 Cohort | The Breakthrough Designer | Copyright © by Yevgeniya Davarashvili of One6Creative. All Rights Reserved.

Your Brand Purpose

All business foundations are built on three levels:

01 What are you deeply passionate about?

02 What kind of person do you strive to be?

03 What values are most important to you?

04 Why did you start your business in the first place?

07 What unique strengths do you bring to the table?

? Why do I do what I do? What is the Why behind my business?

Your Big Vision

Dear Future Me....

Your Ideal Client

1. Your Ideal Client's Demographics

01 Name 05 Current Occupation

02 Age 06 Annual Income

03 Physical Appearance 07 Location

04 Education Level 08 Marital Status & Children

2. Your Ideal Client's Personality

ADVENTUROUS • AFFECTIONATE • AGILE • AGREEABLE • ALERT • ALTRUISTIC • AMBITIOUS •

? Choose 5 adjectives that describe your Ideal Client best

3. Your Ideal Client's Hobbies & Interests

01 What books do they read? 08 What sports do they love?

02 What is their favorite movie 09 What do they do in their free time?

05 What is their favorite news outlet? 12 What brands do they like?

06 What blogs do they read? 13 What are their religious views?

07 What websites do they visit? 14 What is their dream holiday?

4. Your Ideal Client's Values & Challenges

01 What are they most proud of in their life?

02 What are their professional goals?

03 What are their personal goals?

04 What do they value most?

05 What are their core beliefs?

06 What motivates them?

07 What are their biggest pain points right now?

08 What challenges are they facing?

09 What are their afraid of?

10 What keeps them up at night?

5. Your Ideal Client's Decision Making

01 Do they prioritise price, quality or ease?

03 How do they regularly buy?

06 How would they find your solution (become product-aware)?

Your Unique Value Proposition

WHAT YOU DO WELL

WHAT YOUR WHAT YOUR

THE CLIENT (HERO) + THE PROBLEM + THE PLAN + THE RESULT

THE CLIENT (HERO)

? Describe in as many details as possible who your Ideal Client is

? What are the immediate results they will get?

? What are the results your client is expecting to get?

? What are the results your client is not expecting to get?

Outlining & Assessing Your Workflow

01 Which areas of my process can I simplify or automate?

02 Which document templates can I create to reuse in each project?

03 Which email templates can I crease to reuse in each project?

Notes & Thoughts

Notes & Thoughts

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