PERSONAL CORE

José Caballer
Nov 5th, 2019. Let it be so.
CORE Attributes

Voice Feeling Impact

Calming Grounded Vision

Life 

Wise Confidence Growth

Witty Knowledgable Inspired Empowered Clarity Purpose

!2
CORE Attributes
Voice

CA
E
WIS

LM
WITTY

ING
KNOWLEDGABLE

CONNECTION

EM
ED

PU
RIT
PIR

PO

RP
CLA
WE
INS
LIFE 


OS
CONFIDENT

RE
GROWTH

E
D
GROUNDED VISION

Feeling Impact

X-Factor

!3
Brand Statement
Mad libs of top attributes.

Name Product / Service Customers

José provides Brand Transformation to Powerful Creators

Culture Voice

in a Open & Inclusive way with a Witty voice.

Feeling Impact

Helping them feel Confident to Grow inside their purpose

X-Factor: Connection
Co-Creators 1. Aspirational
These are the 4 “customer profiles” I serve.
• Create a movement
• Create transformational brand
• Global reach and awareness

Leah Miller 

The Transformational Leader
2. Past You 3. Transitional You

• Media output and management

• Healing in community
• Love, affection & deep connections

James De Mendoza
 Me
 Clara Cheng


The Designer The Thought Leader Designer To Wizard
• Make work meaningful • Define area of focus
• Clarity in their offerings • Define service areas
• Community • A safe space to grow
• To learn leadership
• Not to feel alone
• A way to be sustainable

Georgia Thompson

The Master Teacher

4. Foundational
Co-Creators
These are the 4 “customer profiles” I serve.

Past You Foundational Transitional You Aspirational

James De Mendoza
 Georgia Thompson
 Me
 Clara Cheng
 Leah Miller 


The Designer The Master Teacher The Thought Leader Designer To Wizard The Transformational Leader

• Make work meaningful • A safe space to grow • Media output and management • Define area of focus • Create a movement
• Clarity in their offerings • Not to feel alone • Healing in community • Define service areas • Create transformational brand
• Community • A way to be sustainable • Love, affection & deep connections • To learn leadership • Global reach and awareness
Co-creator 0: Me
Basics His Journey

• 45, Single
• Grew agency

• Male
• Closed agency to pursue life

• Wizard
• Started teaching to help reduce
• $300,000
the pain

• LA, PR, BER

• Grew a Youtube channel with
• Designer - Software
partner

• Son of a preacher man

• Took new journey to complete
training: integration module

• And a biologist

• Node Activation Complete



What He Needs How He Gets It
The Thought Leader • A tribe to share and thrive with
• Community teaching platform

Name: Me • Deep work

• Focus, Discipline & Flow

• Financial and project management

• Conscious bookkeeper

• Media output and management • Team members to support

• Self-care in community • Maintenance program &
• Love, affection & deep coach
connections • Monthly & Weekly Events
Co-creator 1: Transformational Leader

Basics Her Journey

• 51
• Started in the fashion world in
• Female
media

• Divorced
• Started wellness company

• CEO of Leadership Company

• Got Masters Degree from USM

• $1,500,000
• Started coaching media
• Transformational Leader
companies

• Media Personality
• Created popular Podcast

• NYTimes Best Selling Author

• Wrote Best Seller



What She Needs How Does She Get It
• To build an online education and • Product development and
community platform
guidance

• Create a movement • Partner to produce movement

• Launch a transformational brand • Brand strategy and execution
• Launch app
• Developer and design team

• Global reach and awareness • Create media platform

Co-Creator 2: The Designer

Basics His Journey

• 29
• He wants to grow from freelance to an
• Relationships
agency

• Male
• Need enough to live

• Small boutique practice

• Work life / balance

• Costa Rica
• grow a following

•1 year
• Wants ot hire others

• Used to work at big agency

• Knowing what is stopping him

• Partners, Julia - Designer / Illustrator

Needs Solution
How to hire others
Hiring process / confidence

The Designer •

• To know how to run an agency

• Tools and tips on running agency

Name: James De Mendoza • Find new clients

• Case study + process

• How to flow
• Define your purpose
• Clear steps in a process
• Focus by defining your life & business
• Make work meaningful • Sharing your stories
• Clarity in their offerings
• Community
Co-Creator 3: Designer to Wizard
Basics Her Journey

• 33
• Want’s to be a healer

• Female
• She has been the joy of all her teams

• Graphic Designer
• Love’s working in teams

•7 years
• She is an amazing writer

• Has a partner
• She is concerned that she can’t make a
• She makes about $65,000
living

• Lives in Los Angeles

• She wants to do a gradual transition

What She Needs How She Gets It

• To know it’s ok to be both / Confidence
• Applied knowledge (experience)

Designer to Wizard • Create a steady income source

• A system to understand sales

Name: Clara Cheng • She needs a space to practice

• Offline and online event/ space

• Community to work with

• Like minded people

• To know what area and who she wants to • A way to define her area of focus
work with • Modalities / stories of others
• What she is going to do for them • Easy to understand and implement
(transformational work) tools, schedules & homework.
• To learn more and more about how to be a
transformational leader
Co-Creator 4: The Master Teacher

Basics Her Journey

• 46
• Used to be an Architect

• Female
• Took Yoga Teachers Training

• Currently traveling
• Started a “Athlesuire” yoga
• Visited Ghana, Guatemala, Sao Fashion Line

Paulo
• Burned out

• Based in Ojai CA.

• Went through DOS

• Reiki, Ayuvera and Energy work

• Wants to learn from each other

What She Needs How She Get Its

The Master Teacher
 • To know that it’s ok. She is not • To see other’s sharing their story

alone.
• Online & IRL conversational
Name: Georgia Thompson • Someone to share her ideas with events to listen to her

that she feels safe

• Safe monthly forums
• A safe space to learn and grow • A present community with
and teach strong connections
• Not to feel alone • Platform that gives her an
• A way to be sustainable and thrive audience and tools to teach
Sustainability (Revenue)
Term Describe how I make my life sustainable Desireablity Doability Total

S Budget 10 7 17

S Product / CORE 2.0 released 10 9 19

M Create Mastermind groups with membership fees 9 8 17

M Workshops / Retreats / Conferences 10 6 16

Awareness / Community Building
Impact Obtainable

Term Description Desireablity Doability Total

L Start writing a Book 9 7 16

S Daily / Blog 10 6 16

L Youtube Channel 10 7 17

S Public doc with experiences 8 9 16

S Instagram Stories 9 8 17

S Design / Healers Pro Group 10 9 19

Operations / Efficiency Impact Obtainable

Term Description Desireablity Doability Total

S Set up Mailchimp / Signup Page 9 8 17

S Integrate webinar attendees into my mailing list / Automating 10 9 19

S Masters Circle 4 (People) 10 9 19

S Set Deadlines 10 9 19

L CORE Stories / Put them out / With examples 9 8 17

 BELIEF

NEEDS VALUE SOLUTIONS

Make work meaningful Purpose driven work Define purpose

Create a steady income source Business model Learn sales
Not to feel alone Co-Creator community Mastermind group

OUTPUT RESULTS

Purpose exercise Excitement

Playbook Visibility
Weekly Calls INPUT Revenue

Time
Co-Creators
Budget

CORE DESIGN 

ALCHEMY
APPENDIX
 Capability

Sustainability (Revenue) Impact

Obtainable

Term Describe how I make my life sustainable Desireablity Doability Total

S Budget 10 7 17

S Product / CORE 2.0 released 10 9 19

M Other kits / Brand Masterclass 7 8 15

S Reconnect with Chris Do 9 7 16

M Create Mastermind groups with membership fees 9 8 17

L Coaching succesful creative entrepreneurs to become teachers 7 7 14

L Speaking fees 10 7 17

M Workshops / Retreats / Conferences 10 6 16

Awareness / Community Building
Impact Obtainable

Term Description Desireablity Doability Total

L Start writing a Book 9 7 16

S Daily / Blog 10 6 16

L Youtube Channel 10 7 17

M Youtube Guest 8 8 16

M Collabs 9 6 16

S Public doc with experiences 8 9 16

S Instagram Stories 9 8 17

S Design / Healers Pro Group 10 9 19

Operations / Efficiency Impact Obtainable

Term Description Desireablity Doability Total

S Set up Mailchimp / Signup Page 9 8 17

S Integrate webinar attendees into my mailing list / Automating 10 9 19

M Get assistant / Set up PROTOCOLs 8 6 14

S Masters Circle 4 (People) 10 9 19

M Create Sub Circles / Paired Programming 10 7 17

S Set deadlines 10 9 19

L Set up post CORE Integration Program 7 7 14

L CORE Stories / Put them out / With examples 9 8 17

L Most creative way you have used CORE 10 9 19