We had the good fortune of connecting with Aurora Meneghello and we’ve shared our conversation below.

Hi Aurora, do you disagree with some advice that is more or less universally accepted?
I think business owners (and coaches are no exception!) overestimate the importance of marketing in the success of their business. In my experience, while you do need to let people know what you do, successful small businesses – especially those who last decades – are able to do so because they truly solve a problem, deliver on promises, and give their clients a good experience.

If you want to increase sales or feel there is not enough business, don’t just look in the direction of more or better marketing: look also into whether you can improve your service/product or create something new based on what your clients need the most. Ask yourself what your motivation for being in business and doing what you do is.

When we believe in what we offer and truly want to serve our clients, we get ideas, we take action, our energy is different. Sometimes what we need is to reconnect with that fire: then what to do makes sense and doesn’t feel so difficult. Or at least it becomes the kind of challenge we can take on with excitement and determination.

What should our readers know about your business?
I run a boutique coaching practice called Repurpose Your Purpose. I work primarily with individuals who want to change careers but are not sure what they want to do next, and with business owners who want to grow in alignment with what matters to them the most.

I am not your traditional coach: I do not give assessments, write resume’ or plans, and I don’t just ask you questions.

My work is based on these principles:

– Every human being has innate wellbeing
– We can all learn to distinguish when when we are in our wellbeing vs. when we are caught up in unhelpful thinking
– When you understand what truly matters to you, you can take action that makes sense and feels good to you

I feel very grateful to have the opportunity to be part of a little bit of each of my clients’ journeys. Their love for their families and friends, commitment to doing good, and willingness to transform is truly inspiring.

When we get discouraged or we are not sure what to do next, it’s easy to feel confused and doubt what we feel called to do. It’s only when I started truly accepting myself and opened up to the world, that I felt my life shift. I go in and out of the flow, but once I saw what was possible, I never felt the need to go back to the way I used to live: often afraid, and thinking it was a good idea to worry and try to control outcomes!

A lot of career and business content emphasizes making it big, and becoming famous or very well known. It encourages you to overthink, analyze, and focus on “you.” This can make you feel a ton of pressure and gives a very skewed view of reality. What I have seen in my work is that there are many people who are kind, honest, and doing interesting work. Most people never become famous, and yet plenty experience contentment at work and make a difference in the lives of those around them.

I often host events/workshops online or in person. You can always find an updated schedule at https://repurposeyourpurpose.com/workshops-and-events/

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
The reason why I love LA so much is that I am always discovering new things! There are just so many places to mention, I will pick five:

– I am a lover of books and can’t resist a good independent bookstore. Two places I love are The Last Bookstore in DTLA and The Ripped Bodice in Culver City. The former has not only a great selection of new and used books + a fantastic building and décor; it also includes artist studios at the top. A truly wonderful way to spend a few hours and support local businesses.
The Ripped Bodice is a gem of a place. If you like romance novels, check out their recommendations and make time for one of their many in-person book club gatherings.

– Sometimes when you are with friends everyone wants to eat something different…so why not head over to Grand Central Market in DTLA or The Original Farmer’s Market on 3rd and Fairfax? I recently had visitors in town and they loved the experience!

– I am a huge fan of Griffth Park. It’s such a unique place, and one could spend days exploring it all. I never get tired of it!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I want to give a shoutout to the ServiceSpace.org community. ServiceSpace is an ecosystem of volunteers doing acts of kindness all over the world. In 25 years, their small acts of services have impacted the lives of millions of people. They remind me of what truly matters in life.

Website: https://repurposeyourpurpose.com/

Instagram: https://www.instagram.com/repurposeyourpurpose/

Linkedin: https://www.linkedin.com/in/aurorameneghello/

Facebook: https://www.facebook.com/repurposeyourpurpose

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.