Part 1: The Business Reinvention of Elaine Turso
Part 1: The Business Reinvention of Elaine Turso
I had an idea back in June of 2026 that I wanted to re-brand myself, my business and shift a little how I talk about what I do.
I have become known as the “GHL girl”, but that’s not really what I want to do. It’s not how I can best serve my clients.
Previously, I used language like “Giving your business a makeover”. And several years later, I feel like I’ve outgrown that. It feels so superficial to me. I want to convey that what I do is go much deeper with my clients to help them find their joy again.
I had lost my own joy in my business.
I no longer feel joy looking at my website, and I haven’t done the work to change it.
I no longer feel joy when thinking about marketing my business, so I stopped doing it.
I no longer feel joy when I post online, so I stopped doing it.
It’s like I’ve been so focused on everyone else’s businesses, that my own business got neglected. Totally a cobbler without shoes scenario here.
So I did something I haven’t done in a LONG ASS TIME.
I got out the workbook that I use with my own clients and decided to fill it out myself. I got through 8 weeks of diving deep questions in one sitting. I was in the groove and decided to just keep going.
The biggest thing I realized is that I have been helping my clients in the wrong order.
My clients would be so excited to get started and they had some big launch around the corner and I would go into CRM set up and website builder mode before spending the proper amount of time on the foundational components, the branding and the customer journey.
Then usually 3-6 months into our time together, their aha moment arrives and we have to change EVERYTHING.
I wasn’t giving us time to go through my process properly. I was too busy trying to get them results so that they would feel like they were getting value from me.
My process isn’t broken per se, but how I felt desperate to please was taking over. Phoebe the People Pleaser (one of my many characters living inside my head) was taking over the driver’s seat. She is not allowed to drive, yet here she was without a license and trying to control the radio! How dare she!
BEING IN TRANSITION
Do we ever really talk about what going through a business transition actually looks like?
It feels like
No strategy
No marketing plan
No website that ‘represents what I actually do’
Calendar completely out of alignment
Not having conversations with potential clients
When I look at my previous clients, who I love and adore, I noticed something interesting. They had all hired me to do things that are not my primary offer.
My primary offer was Business Makeovers with consulting. And they were hiring me to do GHL set up without consulting.
My reputation was inadvertently shaped into the GHL girl. The CRM expert.
I want to be known as The Business Reinvention Partner.
I want to help established entrepreneurs find the JOY in their business again. I want to help them build the next phase of their business, not feel stuck in one that they feel they have outgrown.
I want to help people who feel exactly how I feel.
WHERE DO I START?
If I were my client, I would encourage them to do their Endotype personality profile and help them discover their brand archetype.
I would interview them as if I had never met them before.
We would create their 16 page brand guide and use that as our guiding star.
So what do you think I should do?
Exactly. Treat myself like I would a new client.
My Endotype Personality profile is the Stubborn Pineal Clarifier.
My brand archetype is the Magician, with a touch of Jester and Creator.
So I will be in the trenches, creating my new brand guide! (My logo was done MONTHS ago, so that hurdle is already over!) - Isn't she pretty?
Next, will be to curate my customer experience, so stay tuned for that!
By the way, I am doing all of this without touching my website. It’s not time for that yet and I will admit THIS IS THE HARDEST part for me!
What does it sound like for me to talk this out? Here a behind the scenes conversation with my Business Bestie
