One simple thought to make business easier


“What you seek is seeking you.” ~ Rumi

13th century Sufi poet, Rumi, probably meant these words for concepts like love, peace or enlightenment. And they work quite beautifully in those categories.

But you know where else they work?


That’s right. In your work, and in mine. The very opportunities, relationships, customers and experiences we should want (key word: should) are probably looking for us and our offerings right now.

Intuitively, we know this. We know that our work can’t possibly appeal to everyone. We have words like “fit” and “target market” and “key demographic” and “ideal customer” for a reason.

We know that we are only meant to work with, help, serve and manage very select people. Those are the ones we should be seeking. Because they are seeking us. They need us.

And yet we forget. I know I do. Quite often.

I get caught up in the activity of the day, and the deep desire to connect and help… and before I know it, I’m trying to figure out how to reach the unreachable. How to help those who don’t necessarily want my help. How to say things in such a way that they will appeal to everyone. Impossible, of course.

And then something happens to bring me back to Rumi’s wise words. A phone call that lasts much longer than it should, because there’s a real connection and an interesting conversation, and a clear fit. An email from someone who saw/heard me speak, or read something I wrote, and wants to ask a follow up question. A CEO who’s interested in joining my Vistage group. A speaking opportunity. An interesting project. A moment of ease, a moment of clarity, a moment of success and satisfaction in being of service.

A moment that brings me back to the truth…

“What you seek is seeking you.”

It makes all the other moments of struggle both clear and insignificant. Oh wait, it wasn’t me. It wasn’t them. It was just that we were seeking/giving/wanting different things.

That’s perfectly ok. Good, in fact. There’s only so much of me… so much of you… so much of all of us… to go around.

Let’s keep being mindful and intentional about seeking the ones who are seeking us, and doing meaningful work. And when it gets hard, stressful, overwhelming, pressure-filled and frustrating, let’s come on back to what we know to be true. We’re here to help those who need and want our help.


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Irina has a gift that few have – the ability to truly listen. She has an innate ability to respond to a client’s needs almost imperceptibly. She could tell immediately what kind of mood I was in, where my mind was and what I wanted and needed to focus on.
C.S., Writer
I had no idea how much I would benefit from coaching with Irina. Not only has my business improved, but I am a better husband, father and happier man, as a result of our work together. Her wisdom, support and consistent pushing in the right direction gave me exactly what I needed to reach my goals and create more balance, confidence and success. This is one of the best investments I have ever made. The ROI far exceeded my expectations!
R.F., Management Consultant
Irina is a soul-stirrer. She uses her coaching talents to motivate, inspire and support. She is genuine and generous – pure love. Cannot thank her enough…
A.W., Television News Anchor
Irina has truly helped me change my perspective and my approach to work and life. I have come to fully embrace the reality that I am the captain of my own ship and am now confidently charting a positive course forward. I really appreciated Irina’s warm, supportive, yet honest and assertive approach. I felt I was in very good hands throughout my time with her, and was able to quickly establish a deep level of trust with her. I highly recommend her as a coach!
T.D., Administration Director
Irina completely changed my life. She sets such high expectations for her clients that you won’t want to let her – or yourself – down. She opened me up to new perspectives, challenged me, and held me accountable until I started to take steps to live more intentionally. Thanks to Irina, I have gained such momentum that I will never stop!
J.L., Administrator
Irina’s upbeat personality is contagious. She’s smart and creative with her coaching, and expertly moves from playful to serious, with great results.
L.W., Pharmaceutical Sales Director
I’m finally understanding what I want and going after it! I feel empowered and productive in a way that I haven’t for a really long time. Thank you!!!
K.G., Healthcare executive
The skills I learned with Irina will be invaluable in nearly all aspects of my life, and I wish I had thought to engage in the process before things got out of control. Bottom line: no matter where you are or what’s going on, working with Irina will help you be more deliberate and empower you with the skills of resiliency, compassion and honesty you’ll need when life throws you for a loop.
I.M., Director & VP, Higher Education
More balance, more confidence, more financial success and better relationships… I couldn’t have done it without you. Thank you!
J.T., VP of Financial Services Firm