There's work you do that's useful. And then there's work you do that's potent - where a small amount of what you give produces a disproportionately large shift for the person on the receiving end of it.

They're not always the same thing. And the potent work is often the thing you've been quietly underselling, tucking inside a bigger offer, or treating as the bit that happens before the real work begins.

In this episode I share the moment I realised my most potent work wasn't the strategy piece I'd built my offers around, it was the deeper identity work I'd been doing in the last fifteen minutes of every call. And I walk you through how to notice where your potent work is hiding, why claiming it feels so exposing, and how to give it more room in your business without burning the whole thing down.

In this episode:

· Why potent means concentrated, not powerful, and why that distinction matters

· Why the work that comes easily to you is probably the most potent thing you do

· How I spent years treating my real work as the preamble

· What your clients tell you months later (and why that's the clue)

· Why you've been hiding it, and what it costs you

· Four ways to start giving your potent work its rightful place

Mentioned in this episode:

The Work That Matters - a reflective workbook to help you identify your most potent work and map more of it into your business. Email info@gillmoakes.com with "The Work That Matters" in the subject line for a copy. No opt-in page, no funnel, just email me.

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