STEP 1.1: A CASE STUDY
A Coach Finds Her Ikigai
Follow Maria, a new wellness coach, as she uses the 'Ikigai for Innovators' framework to move from being a generalist to a specialist with a clear, marketable niche.
The Challenge: A Sea of Sameness
Maria is a newly certified wellness coach with a background in corporate marketing. She's passionate about helping people, but her message feels generic. "I help people live healthier lives" is a noble goal, but it doesn't stand out in a crowded market.
She feels stuck, unable to attract her ideal clients because she's trying to talk to everyone. She needs to find a specific, compelling niche that leverages her unique story and skills.
The Action: The 'Ikigai for Innovators' Exercise
Maria uses the four-quadrant exercise to map out her unique intersection of passions, skills, and market needs. She brainstorms ideas for each workbook.
What Maria Loves
- Mindfulness & meditation
- Helping people who feel overwhelmed
- Planning and organizing
What Maria is Good At
- Empathetic listening
- Project management & creating clear plans
- Breaking down big goals into small steps
What the World Needs
- Ways to manage work stress
- Practical strategies for avoiding burnout
- Permission to prioritize well-being
What Maria's Mission Is
- To help people find joy in their work again
- To prove that success doesn't require burnout
- To give people practical tools for balance
The Outcome: 4 Core Insight Statements
After pinning her key ideas from each workbook, Maria uses Ki to synthesize them into her four Core Insight Statements. These form the foundation for her venture.
Core Motivation/Subject: A drive to bring order and calm to overwhelming situations.
Core Strength/Skill: A unique ability to combine empathetic listening with structured, actionable planning.
Urgent Problem/Audience: High-achieving professionals are desperate for practical, non-generic ways to manage burnout.
Ultimate Impact: To empower people with practical tools to achieve ambitious goals without sacrificing their well-being.
With these four insights, Maria now has the raw materials she needs to move on to Step 1.2 and define her Core Mission Statement.