Jeffrey Shaw has been a leading portrait photographer for the last 30 years. In this episode he shares the story that set him up for success in business. It all comes back to speaking the secret language of your customers. Jeffrey also gives us some insights into how you can take the uncommon and make it into a thriving business. We also discuss why many of the 'traditional' views of business and marketing need to be changed. It all starts with taking your area of authority and turning it into the new niche. Other topics covered in this episode include: moving past audience into community, the importance of gratitude, the validation paradox, building businesses with a soul, and understanding your ideal customer's perspective.Having a keen eye isn’t just for what one sees, but also for what one senses. Jeffrey Shaw, the LINGO guy, has been the go-to portrait photographer for an exclusive clientele for 30+ years. His portraits have appeared on The Oprah Show, CBS News, in “O” Magazine, People Magazine and New York Family Magazine. Jeffrey is also the host of the popular business podcast Creative Warriors and a featured speaker on The Moth.Now Jeffrey uses his honed intuition to see and sense to help businesses stand out, attract their ideal customers, and create brand loyalty that supersedes price. His book, LINGO: Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible helps business owners and entrepreneurs understand their ideal customers on a deeper level, increasing engagement and profits.With a social media audience of more than 100,000, Jeffrey’s commitment to promoting your show helps you reach new listeners. He’s passionate about helping others grow.Website: http://www.jeffreyshaw.com/jumbleLinkedIn: https://www.linkedin.com/in/jeffreyshaw1/Twitter: https://twitter.com/jeffreyshaw1Facebook: https://www.facebook.com/JeffreyShawPhoto