Who It’s For: Entrepreneurs, Senior Business Leaders, Managers, Sales Professionals, Female Leaders, and R&D, Innovation, DEI, and Other Critical Teams
What Used to Work in Business Doesn’t Anymore
Darlene Hawley
What to do when the old way of doing business stops working (and the new way hasn’t been fully written yet).
The Old Way? It’s Not Coming Back.
Let’s be real...the old way is over.
And the new one? It is still being written... by all of us.
If you’re a mission-driven business owner or team leader trying to stay grounded while the world keeps shifting, you’ve probably felt it too:
Your go-to strategies still work… kinda. But they’re clunkier.
Your audience is still buying, but the way they’re buying is totally different.
The talking points that used to land now barely register.
You’re not imagining it. The rules have changed... and they’re not going back.
A recent report from McKinsey confirmed what many of us have felt for a while. We’ve entered a new consumer era shaped by permanent disruption.
Buying habits, trust, attention spans, and even how people define “value” have all evolved. Since 2020, we've been living in a whole new world.
But you know what I felt reading the report?
Relief.
Because we can finally stop waiting for things to “go back to normal.”
They won’t.
And that means we get to lead, market, and grow... differently.
So, what does that look like?
For entrepreneurs:
It’s moving away from chasing trends and leaning into consistent, meaningful content that solves real problems and builds real trust.
For leaders inside organizations:
It’s rethinking how we engage our teams... especially when we’re all feeling burnt out, drained, and business looks nothing like it used to.
And for all of us:
It’s a return to purpose, clarity, and community.
Here’s what the McKinsey data (and my own client conversations) are showing:
✅ People are online and spending more time alone... but they’re craving connection.
✅ They trust people over brands... especially those who show up consistently and authentically.
✅ They’re spending less in one area so they can splurge where it matters most to them.
✅ Gen Z is leading the way with values-first decision-making, and they’re not waiting to be asked to lead; they're stepping forward.
✅ Local business matters more than ever. Consumers are choosing small, nearby, values-aligned companies that they feel connected to.
So how do we grow in a time of nonstop change?
Here’s what I teach and practice:
Build trust.
Your message and communication matter more than your metrics. It’s not about being louder... it’s about being clear and real.
Make it human.
Whether you’re speaking to a team or writing your website copy... ditch the buzzwords. Speak like you would to a person in real life. Say what you mean.
Start in your own backyard.
Support the businesses and people in your community. Collaborate, show up, make the connection.
(And wear comfy shoes... unlike I did at the Temecula Neighborhood Community Expo. My feet still haven’t forgiven me. 😅)
Flex > perfection.
Your offer doesn’t need to be set and done.. It needs to evolve. Listen to what people want, make adjustments, and keep putting it out there.
Stay in the room.
When things feel chaotic, it’s tempting to shrink and want to curl up on the couch. But this is when your people need you most. Be present, confident, and clear. Keep showing up.
Because when your message is grounded, your presence is aligned, and your business or leadership evolves with the times.
That’s when you stop surviving disruption... and start thriving through it.
The market isn’t wild.
It’s just different.
And when you meet people where they are now, that's when the magic happens.
If you’re feeling the shift and not sure how to adjust... whether in your messaging, visibility strategy, or leadership communication... let’s chat.
I work with entrepreneurs, leaders, and internal teams to communicate with more confidence, connection, and clarity (especially when the world feels like it's flying off its axle).
P.S. Here’s the McKinsey article that sparked this blog if you want to dive deeper.
✨Ready to Own Your Story and Attract Your Dream Clients?✨
If you’re ready to stop second-guessing your message and start using storytelling as a powerful tool to connect, inspire, and sell—then I’d love to invite you to my It’s Time to Own Your Story: Mini-Course.
In this self-paced course, you’ll learn how to:
✔️ Identify the key moments in your story that captivate your audience.
✔️ Share your story in a way that builds trust and positions you as the go-to expert.
✔️ Use storytelling across your website, social media, and sales conversations to attract and convert more clients.
Plus, you’ll get a
step-by-step workbook and
personal feedback on your brand story—so you can start sharing with confidence.
Hey There!
I'm Darlene
As a mother, wife, connector, and dream builder, I’m Darlene Hawley, the founder of DarleneHawley.com and an Executive Leadership & Businesss Coach dedicated to empowering leaders like you.
My passion lies in helping ambitious professionals cultivate their unique leadership style while crafting an authentic and impactful personal brand. Through my coaching, we’ll work together to build a solid foundation that not only inspires your team but also drives results and growth within your organization.
Since 2007, I have been committed to guiding leaders and entrepreneurs in launching and scaling their businesses with confidence and clarity.
Today, I focus on supporting women in reaching their leadership goals and living their dream lives—all while balancing the joys of raising my family and creating meaningful memories each day.
Together, we’ll transform your challenges into opportunities, allowing you to lead with authenticity and inspire those around you.
Explore how career pivots and technological advancements like AI can reshape business landscapes and personal journeys.
When you're talking but no one's listening. Have you ever introduced yourself at a networking event… only to feel like people’s eyes glazed over? One of my clients put it perfectly: “Darlene, I share who I am and what I do, but it feels like I’m invisible. People nod politely and then move on.” She had so much value to offer. In fact, she is amazing at what she did. Yet, her introduction was all over the place. Some days she was talking to potential clients, other days to possible collaborators, and sometimes even she wasn’t sure what her main point was. And that’s why it felt like no one was listening. Why This Happens It’s not because you’re not experienced enough. It’s not because you’re not interesting enough. It’s because without clarity about who your audience is in the room and what you really want to say, your voice gets lost in the shuffle of business cards and conversations. Networking rooms are full of people competing for attention. If your message doesn’t connect directly... if it doesn’t make them pause, lean in and say, “Tell me more” ... it disappears before they even leave the event. The Shift When this client and I worked together, the first thing we did was get crystal clear about: Who she most wanted to reach in the room. What those people actually cared about. How her work specifically helped them. Once she had that clarity, her introductions started sounding different... more direct, more alive, more her. And the result? People leaned in. Instead of walking away, they asked questions. They followed up after the event. They booked time with her. Because when you find your voice and know exactly who you’re talking to, you stop being forgettable. You become someone people can’t ignore. This is exactly what we’ll be diving into in Session 1 of my Attract & Stand Out Framework: Getting clear on who your audience is. Knowing what you want to say. Communicating how you help in a way that truly connects... whether you’re introducing yourself in a room or on stage. It’s not just about having the words, it’s about the confidence to say them out loud too... with presence, authority, and ease. If you’ve been walking out of networking events feeling overlooked, let this be a gentle nudge: ~ You don’t need to try harder. ~ You don’t need to stuff more into your intro. ~ You need clarity... on your audience, your message, and your voice. That’s where visibility begins. That’s how you go from overlooked to unforgettable. Think about the last time you introduced yourself at a networking event. Could the right person in the room... your dream client or collaborator... hear you and say: “That’s me. She gets it”? ________________________________________________________ 🌀 Nervous System Regulator: The 4-7-8 Reset Feeling that anxious butterfly sensation before you introduce yourself? Try this right before you speak: Inhale quietly through your nose for a count of 4. Hold your breath for a count of 7. Exhale slowly and fully through your mouth for a count of 8. Repeat this 3–4 times. It only takes a minute, but it tells your nervous system: You’re safe. You’ve got this. When your body is calm, your voice comes through with more presence and power... and people remember you. ✨ Ready to stop feeling overlooked at networking events? Download my free guide, 6 Steps to Attract & Stand Out, and discover how to clarify your message, show up with confidence, and connect with the people who matter most. Grab it here »
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