From Vision to Real Offerings: Build an End-of-Life Practice that Fits

brand voice customer journey end-of-life practice service offerings soul client profile vision to venture Sep 24, 2025

In previous blog posts about Vision to Venture, Willow’s business course for end-of-life practitioners, I shared why we begin by focusing on your vision. While most practitioners start by naming their business or building a website, in Vision to Venture we begin somewhere deeper—so your work feels true and your offers land.

Start with What Matters Most

You’ll root in your Vision & Foundation so you’re clear on the heart of your practice and where you’re headed. This is about naming the change you’re here to make and the non-negotiables that keep your work sustainable.

Know Who You’re Here For

You’ll create your Soul Client Profile to identify who you serve and what they most need from you. You’ll put their real words and real challenges on paper so your decisions and messaging stay grounded and relevant.

Find Words That Fit

You’ll articulate your Vision, Mission & Brand Voice so you can talk about your work in a way that feels natural. No jargon—just language that reflects your purpose and how you want to show up.

Turn Clarity into Concrete Offerings

Once you’re rooted, you’ll translate that clarity into how people can actually work with you.

You’ll map your Customer Journey, outlining the steps clients take from first contact to saying yes. You’ll decide what helps them feel safe, informed, and ready.
From there, you’ll be ready to explore the different types of offerings you might create—and shape ideas that fit both you and your clients. (I’ll share more about specific service types in an upcoming post.)

What This Looks Like in Practice

✅ You’ll speak about your work with language that feels natural.
✅ You’ll know exactly who you’re inviting and how to guide them from curious to committed.
✅ You’ll design services that match your strengths and your clients’ real needs.

If that’s what you’ve been craving, you’re in the right place. If you’ve felt, “I’m called to this (end-of-life) work, but I’m not sure how to package it,” let this be your sign. We’ll walk you from clarity to services—step by step.