What are your clients really buying? (the feeling beyond the product or service you provide)

Hope. Hope that their future is better than their current state. As a therapist and coach for professional money managers, entrepreneurs and career focused people, I get fewer new clients who say that everything is great and they want to make it better and more new clients who feel at the end of their rope. Hope typically consists of an expectation of external events. My clients shift from outcome to process. This shift gives them the feeling of agency over their own lives which, in turn, increases hope. Agency doesn’t change the externals immediately, but changes the mindset dramatically.