How Do You Want Your Customers to Feel?
Coco Sellman
Purpose Led Founder & CEO | Amplifying Women-Led Founders | Impact Investor | Venture Limited Partner | Advisor and Board Member | Speaker | Author | Force for Good Book | Creator, Force of Good System(TM)
❓What if your next growth lever isn’t strategy—but emotion❓
Summer is in full swing, and somehow—my daughter has only one month left before she begins her senior year of high school. Time feels like it’s speeding up and slowing down all at once. This week, I finally met my Chief Core Group in person (what a joy!), shared a soul-softening conversation with Syama Bunten for her Getting Rich Together podcast, and had a fire-filled, truth-telling interview with vagipreneur Rachel Braun Scherl about what’s broken—and what’s possible—in women’s health.
I was also invited into two bold, purpose-led investments: one from Kristin Thomas of the Marble Collective , and one from the incredible team at @Blyngz. And next week, I get to host two gatherings I’m truly excited about: a dinner with Carrie Kerpen for exited founders in the The Whisper Group and a Bottomless Spritzer soirée with How Women Lead .
But underneath all the doing, this question kept rising:
👉 How do I want people to feel in my presence?
👉 How do I want our customers to feel, not just after a purchase—but throughout their entire journey with us?
That’s exactly what this week’s🌟Lift 🌟helps you name the three emotional shifts your brand is here to create—on purpose, with power, and across every touchpoint.
Because when you define the feelings that matter most, your message lands deeper, your team aligns faster, and your customers stay longer.
Let’s dive in!
Every week, we deliver a powerful Growth Tool of the Week, expert articles, a free masterclass, a new #WisdomOfWomen episode, and a handpicked read to fuel your growth.
🌅Here's what's in store for you!...
This Week's Featured Articles on the Area of Chosen Greatness
🌟Core Growth Element of the Week - Three Feelings to Cultivate
The Three Feelings to Cultivate are the specific, intentionally chosen emotional shifts you want your customers to experience as they move through your brand’s ecosystem—from first touch to lasting loyalty.
The aim is to move the emotional experience of customers:
Once identified, these three core feelings become your emotional compass. They should be woven into every message, every moment, and every touchpoint
🌟FREE Tool of the Week - Three Feelings to Cultivate Finder™
💫Three Feelings to Cultivate Finder™💫 - available for free only until midnight Jul 27th!
Three Feelings to Cultivate™🍀 helps to define the 3 core emotions your brand is here to evoke at every stage of your customer journey.
At the heart of every customer journey is a 💫transformation💫—not just of outcomes, but of emotions. Your customers come to you with needs, desires, and a certain emotional state.
Without 🔆emotional clarity,🔆 even the best businesses fall flat.
But when your brand cultivates the right feelings—🔆on purpose🔆—you:
👉 Download it now and transform how customers experience your business.
Three Feelings to Cultivate Finder™ is free to download — but only until Jul 27th at midnight! ⏳
🌟Masterclass Recording
Three Feelings to Cultivate - Create Emotional Resonance that Scales
✨Create Emotional Resonance that Scales Your Company—And Sets You Free with the with the Three Feelings to Cultivate Finder™- Released Jul 21st!
🚨 What if your brand is saying all the right things—but leaving your customers emotionally untouched?
You might be doing everything right… ✅ Great product ✅ Clear messaging ✅ Smart strategy
But if your customers don’t feel something unforgettable... They won’t stay.
It’s time to change that.
In this powerful session youll :
Who it's for:
This session is for visionary founders and entrepreneurial teams who are:
Why It Matters?
When you define your THREE FEELINGS TO CULTIVATE you:
🌟Monday Free Masterclass - Streaming Live Monday July 28th at 12 PM EDT
🌟Three Feelings to Cultivate🌟 - Create Emotional Resonance that Scales Your Company—And Sets You Free with the with the Three Feelings to Cultivate Finder™
📅 Monday, July 1 ⏰ 12 PM EDTVirtual & Free 💼 For visionary women founders with growing teams
🌱IMPACT MANTRAS🌱 are the powerful phrases your team lives by.
Impact Mantras are repeatable, intentional, deeply aligned truths that guide how you speak, serve, and succeed—especially when things get hard.
They are internal culture in motion—and they are one of the most overlooked growth levers in high-impact companies.
In this short, high-value session...
You’ll walk away not just with a clearer culture—but with a powerful flywheel for:
Join us to activate the power of 🌱Impact Mantras🌱—and build a company that feels as good on the inside as it looks on the outside.
🌟Force for Good Articles this Week!
This week, our articles help you define your THREE FEELINGS TO CULTIVATE
What if trying to be good at everything is the thing quietly keeping you stuck? Many founders fall into the trap of spreading themselves thin—serving diverse audiences, offering too many features, or striving for excellence across every domain. Keep reading...
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You’ve built a team that can deliver. Goals are being met, metrics are moving, tasks get checked off—and yet, the spark feels absent. You’ve built a team that can deliver. Goals are being met, metrics are moving, tasks get checked off—and yet, the spark feels absent.You might be wondering… Are we aligned—or just coexisting? Keep reading...
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What if your next breakthrough didn’t come from doing more—but from feeling more?
As founders, we’re trained to chase KPIs, optimize funnels, and work harder than anyone in the room. But there’s an under-acknowledged truth that often sneaks up on even the most successful women founders: you can build your dream company and still feel lost inside it. Keep reading...
🌟#WisdomOf Women Show
Navigating the Tech Landscape: Women Leading the Way with Nomiki Petrolla
What if you stopped second-guessing yourself — and just built the damn thing?
This week on #WisdomOfWomen, I sit down with Nomiki Petrolla tech founder of theanna.io, as she shares how surviving a traumatic family event pushed her to quit her job and finally launch the business she’d been dreaming of.
Now she’s helping other women tech founders go from idea to $1M+ ARR — with clarity, community, and data.
We talk about:
You can do anything you want to.
And the only thing standing between you and your vision... is taking action.
Burning Questions Answered:
Watch or listen to the full episode here.
“Believe in yourself, and others will believe in you. It’s magnetic.” - Nomiki
🌟#WisdomOfWomen Book of the Week
The Art of Vanishing: A Novel by Morgan Pager
I’ve had the great privilege of knowing Morgan Pager for many years—and watching her become the woman, writer, and creative force she is today has been nothing short of inspiring. Frank and I are incredibly close with her parents, Gentry and Roger—we say family—and seeing Morgan’s star rise feels deeply personal. From the moment she launched NYC Book Girl as a young woman, we all knew: this was someone with a singular voice, a soulful presence, and an intuitive grasp on the magic of storytelling.
If you’re ready to fall in love with a book—and be transported in the most unexpected, unforgettable way—I can’t recommend The Art of Vanishing enough.
And if you do decide to buy it (and you should!), I encourage you to support independent booksellers like Bedford Books, owned by another dear friend and trailblazer, Fran Hauser.
🔗 Get your copy from woman-owned, Bedford Books (co-owned by my friend Fran Hauser ) here: https://loom.ly/KGXOomY
🔗 Buy your copy from Amazon: https://loom.ly/5YFPX2o
Here is a curated list of (mostly) women founder-focused events. Most are live events, though some are virtual. Events I plan to attend have a star 🌟next to them.
The Kayo 2025 Women’s Boston Pop-Up - July 31
The Kayo 2025 Women’s Boston Pop-Up offers a welcoming, high-touch environment to grow your local network, share insights, and build authentic relationships with peers in your region.
Alongside intentional networking in our knockout networking segment, you’ll experience best-in-class content tailored to the current deal environment — offering valuable perspectives to support your professional growth and strategic thinking.
Federal Women Forward 2025 - Aug 7
Join How Women Lead for Fed Women Forward 2025 facilitated by Nicole O'Neill Ash, ACC, a program that empowers women in the federal workforce who are at risk of job displacement or who are desiring a change to proactively navigate career transitions. Leveraging the proven frameworks of How Women Lead programs, this six-session series provides a blend of coaching, skill-building, and peer support to equip participants with the clarity, confidence, and tools to pivot into purpose-driven leadership roles across the private, nonprofit, and entrepreneurial sectors.
Wealth Catalyst Summit: Walk w/ Me - Aug 11
Lace up your sneakers and join Syama Bunten for Wealth Catalyst Summit : Walk w/ Me at Il Parco! We’re taking a stroll through the park, soaking up the vibes, and making new friends along the way. Whether you’re a seasoned walker or just want to get out and move, everyone’s welcome—bring your energy, your stories, and your best walking shoes.
Buying a Cash Flowing Business- A Community Q&A with KK Hart - Aug 22
Join Syama Bunten for a lively community Q&A with business strategist KK Hart, hosted by Syama Bunten. Whether you’re just starting to explore the idea or you’re actively searching for your next investment, this is your chance to get real-world insights and practical advice.
Bring your questions—big or small! KK will share her experiences, common pitfalls to avoid, and tips for finding and evaluating cash-flowing businesses. This is a friendly, interactive session designed to help you feel more confident about your next steps.
Women's Investor Forum 2025 - Sep 3
🌟I will be there! This is an annual gathering of its angels and aspiring angels from the Angel Capital Association.
How Women Lead #GETONBOARD Week - Sep 8-12
🌟I will be I will be Speaking, Attending, and Hosting!
This is a powerful week of elevating women into corporate and public boards
New York Venture Summit - Sep 9-12
🌟I will be Attending! Join a fantastic group of top-tier VCs, Corporate VCs and Angel Investors to illuminate the issues facing Investors and Startup CEOs alike, debate what’s next for technology, educate about a wide variety of subjects, and provide updated analyses
2025 Action for Impact Summit - Sep 15-19
Join Women Business Collaborative as they bring together trailblazing business leaders, changemakers, and innovators from across industries to spotlight the top business trends shaping the future for women in leadership.
A4I is the leading virtual summit spotlighting key trends, leaders, and innovations in business. With over 3,000 C-Suite executives and business owners in attendance, this is your chance to join the conversation and hear from trailblazing leaders and experts from across industries.
Women Leadership Conference - Sep 22-23
Join Foundation for Women’s Leadership & Empowerment for the 2025 Women’s Leadership Conference.
The Decade Game Master Class - Sep 22- Oct 3
This is one of the most life-elevating programs out there! I created my very own Decade Game three years ago, and still reflect and “play” it every week and month. Led by three world-changing women: Carolyn Buck-Luce, Lisa DeCarlo, and Tina Stanley.
Women's Venture Summit - Sep 23-/25
🌟I will be there! Stella Foundation’s annual Women’s Venture Summit is a transformative event that empowers bold connections between female founders and investors. This year's summit is dedicated to accelerating female founders’ access to capital and exponentially growing their community of female and male investors who back female-led startups. Women’s Venture Summit has helped Stella facilitate over $200+ million in fundraising dollars for women-led companies! We’ve crafted an immersive two-day experience that will ignite your bold vision, strengthen your resolve, and equip you with the tools to build the future of entrepreneurship.
HBA Annual Conference - Sep 29-Oct 1
The 26th HBA Annual Conference will convene a truly global community of industry executives, rising leaders, entrepreneurs, innovators, and changemakers united by one purpose: Creating Healthcare Leaders for Life.
Private Equity Elevating Women - Oct 22
🌟I will be hosting! Save the date! Join me for an unforgettable evening with How Women Lead , as we bring together powerhouse women in private equity to reimagine the future of capital, leadership, and influence. Together, we’ll spark bold conversations around: 💥 Expanding access to funding for underrepresented founders 💥 Elevating more women into corporate and public board seats 💥 Paving the way for more women to rise to the top of private equity. This is more than a gathering—it’s a movement. Let’s lead it together.
The Future Is Female: Leading Life Sciences Forward - Oct 23
Wherever critical decisions are made—women must be in the room. Join Jean Nycz and How Women Lead `for a powerful evening focused on elevating women in life sciences. From drug development to biotech innovation, the future of healthcare must be shaped by diverse voices and lived experiences. The wisdom of women isn’t optional—it’s essential.💥 Let’s reframe who gets to lead, who gets funded, and who gets heard in life sciences. This conversation matters—and your voice belongs in it.
The Future of Health - Oct 2025 -
🌟I will be there! The Future of Health examines the latest in health tech, medtech, research around health and wellness. Longevity and the future role technology will play including AI, imaging and new non-invasive technology. Mental health will be included in this comprehensive look at the future. Offered by the Digital Evolution Institute. Specific dates coming soon.
🌟Founder Grants & Opportunities
Capital and Catalyst Grant - Apply here💵
Grant for seasoned women-owned food or beverage brand. Grant total $40k
HerRise Foundation MicroGrant - Apply here💵
Awards $1,000 monthly to women of color entrepreneurs with businesses generating under $1 million in revenue.
@IFundWomen Universal Grant Application - Apply here💵
Connects women entrepreneurs to various grants from corporate partners like Visa and American Express.
(C) A Force for Good, A Division of Coco Fossland Inc., 2023-2025. All Rights Reserved.
Creator of the Wealth Catalyst Summit & Host of Top 100 Investing Podcast, the award-winning wealth expander show for women, Getting Rich Together
2wLove hearing all you get into and what's on your mind. Always inspiring Coco Sellman ❤️
Founder, Marble Collective | Real Estate Advisor, #1 Team in NY @ Compass
2wCoco Sellman - Grateful to Laura Henson, our publicist, Founding Member, and Investor for making this connection. Looking forward to our call on Monday and in the meantime, I hope you enjoy the recording of our Investor Salon & Think Tank - where I shared our vision, and 7 extraordinary leaders talked about why they are backing our mission, alongside over 50+ others. If you are an influential woman leader and are seeking a platform with a mission to drive change, DM me. Hi Nomiki Petrolla ! Great seeing you here and looking forward to listening to this conversation.
We 💜 our customers!