Guest: Josh Self, CLU, ChFC, CFP®, Managing Partner of Ridgeline Wealth Advisors in Raleigh, NC.

In a Nutshell: Do you serve your business or does it serve you? Josh Self decided to do a complete rebrand and design his business around his personal passion of being an everyday explorer. He wanted to attract other like-minded outdoor enthusiasts so his website and podcast are 100% geared toward that specific demographic. If you share your passions with your audience and tie them into a holistic approach to Life-Centered Planning, you're going to grow something more valuable and durable than a client base. You're going to create a real community around your practice.

On today's show, Josh Self explains how "Financial life planning for the explorer living out their bucket list" became the organizing principle of his firm, especially on the branding and marketing side of the business.