Elizabeth, thank you for joining me today to talk about the client lifecycle.

Yes, so you have a new framework you're introducing.

Oh my goodness, this has been festering in my brain for a very long time.

And it took some back and forth with our amazing graphic designer, but we have settled on a image

and a frame, it is a framework, but we really have it dialed in. And talking about the client

lifecycle is, is like marketing 101, to be honest. But the way that it's mapped out is unique or specific to our ideal client, which are

marketers, consultants, and financial professionals. You could have another service business and

your clients would likely go through this same process as well. Let's dive in. Let me just share

what would be helpful. Should I share the different? First of all,

like life cycle for people who haven't heard it described that way. You know, sometimes we hear

like customer journey, that kind of language. And life cycle, like I think back to biology class.

So maybe you could start there just by kind of talking about what's big

picture. What's the goal of mapping this out in this way? I think I like life cycle because that's how

I was taught these words. You know, in my, I have a business undergrad and a master's in business as

well. And was in a PhD program

between those two, but then left it to pursue my MBA.

I really think of it as life cycle to me is like there's stages that are happening

and to be aware that there's different things happening at different stages versus

customer journey doesn't feel as all inclusive from beginning middle,

late middle to the end. It feels more early. Like here's the journey to get to you. But the life

cycle is from, you know, I don't know who you are through this whole process

of working together and then ending our work together. And there are one, two, three, four, five,

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