CHAPTER 9
LEVEL 4: ACTIVITY-GOALALIGNMENT
Alice came to a fork in the road. “Which road do I take?” she asked.
“Where do you want to go?” responded the Cheshire Cat.
“I don’t know,” Alice answered.
“Then,” said the Cat, “it doesn’t matter.”
—LEWIS CARROLL, Alice in Wonderland
Katy is married with two kids, and she runs her own business, a franchise gym called Anytime Fitness. The gym is open 24/7, which is the key differentiator that makes her gym more appealing to businesspeople in the area. While the gym is not staffed 24/7, members have a key so that they can work out anytime, and the facility is armed with security cameras and other safety measures.
Katy was an owner of the Anytime Fitness club for five years when she first approached me ...
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