Stop fixing weaknesses and start scaling with Gallup strengths
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Running a small business often means wearing every hat—sales, marketing, finance, delivery. It’s tempting to fix the bits you’re not good at. But Gallup research and the work of Margaret Kennedy show that growth happens when you lead with your strengths, not your weaknesses.
Margaret is the founder of Kennedy Insights, a Gallup-certified strengths coach, and holds a PhD in leadership and culture. She helps leaders, teams, and entrepreneurs stop being beige “all-rounders” and instead own what makes them exceptional.
“The chances of somebody having the same top five strengths as you in the same order is one in 33 million.” — Margaret Kennedy
That’s the power of your uniqueness. And it’s why strengths are a business growth strategy, not just a personal development tool.
Why strengths matter for solo entrepreneurs
Gallup research confirms that strengths-based business owners are more productive, profitable, and resilient.
- People who use their strengths daily are 8% more productive, 6x more engaged, and 15% less likely to quit.
- Teams that focus on strengths increase profits by 14–29% and see 19% higher sales.
Entrepreneurs who align work with strengths are more confident and attract more loyal customers.
For solo entrepreneurs and consultants, that translates into:
- Fewer hours wasted on tasks that drain you
- Marketing that feels natural and works better
- Stronger differentiation in crowded markets
- Less burnout when scaling to six or seven figures
The trap of being an all-rounder
Entrepreneurs, particularly bootstrapped entrepreneurs often pride themselves on being “capable at everything.” But in business, that makes you invisible. Margaret calls it “the stone many careers perish on.”
Instead of being an all-rounder, try this:
- Specialise. Build a signature service around your strengths.
- Delegate. Outsource work that drains you like, social media marketing, bookkeeping or admin.
Differentiate. Position yourself as uncopyable by showcasing your CliftonStrengths.
Gallup’s data shows that businesses that lean into their strengths outperform competitors by up to 20%.
Map your CliftonStrengths to your business
There are 34 strengths in the CliftonStrengths framework. Each is versatile and can be applied in many contexts. Margaret’s coaching helps entrepreneurs see which strengths are already moving their business forward—and where they can be aimed next.
The four domains of strengths include:
Strategic Thinking
Analytical, Context, Futuristic, Ideation, Input, Intellection, Learner, Strategic
Relationship Building
Adaptability, Connectedness, Developer, Empathy, Harmony, Includer, Individualization, Positivity, Relator
Influencing
Activator, Command, Communication, Competition, Maximizer, Self-Assurance, Significance, Woo
Executing
Achiever, Arranger, Belief, Consistency, Deliberative, Discipline, Focus, Responsibility, Restorative
Margaret then guides clients through Gallup’s Name it, Claim it, Aim it process:
- Name it. Put each strength into your own words.
- Claim it. Spot moments when that strength drove a win.
- Aim it. Decide where it can move the needle in your current goals.
π Action step: Write down your top 5 Gallup strengths. Next to each, ask: Would this strength have the biggest impact in my offers, my marketing, my sales, or my delivery?
From doing everything to leading strategically
Solo entrepreneurs often stay stuck in execution. Margaret paints it vividly: “Get your head out of the coleslaw bucket.”
That means stepping back to think strategically. Gallup found that leaders who focus on strengths boost engagement by 23% and decision-making effectiveness by 12%.β΄
Practical tip: Protect one “CEO hour” a week. Use your strongest thinking talent (Strategic, Futuristic, or Learner for example) to set priorities.
Strengths-based marketing for small business
Marketing feels overwhelming if you try to be everywhere. Margaret’s advice: focus on platforms that match your strengths. For example:
- Woo + Communication → Host webinars, guest on podcasts
- Relator + Empathy → Build referral networks, deepen one-to-one relationships
- Intellection + Learner → Write articles, publish insights on LinkedIn
- Activator + Strategic → Run challenges, test quick offers
Gallup research shows that businesses aligned to strengths see 19% higher sales and 72% lower attrition.
Sell from your strengths
Selling doesn’t need scripts. It works best when you show up in your natural zone.
Steps to try:
- Share stories that highlight your strengths in action.
- Ask client questions shaped by your talents.
- Offer one simple next step, not a menu of options.
Gallup found that strengths-based selling increases win rates by 25–35%.
Deliver without draining your energy
Client delivery can make or break your business. Build it around your strengths so you enjoy it and clients feel your best work.
- Use templates to reduce decision fatigue
- Delegate detail-heavy admin or finance
- Create offers that highlight your strongest talents
Gallup reports that strengths-aligned teams make 20% fewer mistakes and deliver higher customer satisfaction.
A weekly strengths rhythm
Margaret recommends a rhythm for entrepreneurs:
- Choose 3 priorities aligned with your strengths
- Block time daily for strength-based work
- Share one insight with your audience each day
- Reach out to one ideal client weekly
- Reflect Friday: which strength drove results?
Gallup’s data shows people who reflect weekly on their strengths improve performance by 10–12%.
Conclusion
Your Gallup strengths aren’t just a list. They’re your blueprint for business growth. Margaret Kennedy’s work proves that when small business owners stop patching weaknesses and instead scale from their strengths, they achieve clarity, growth, and joy in their work.
Key takeaways:
- Weakness-fixing caps you at average. Strengths create leverage.
- Gallup research proves strengths-based businesses sell more and retain clients longer.
- Use your top strengths to shape offers, marketing, sales, and delivery.
- Build weekly rhythms to stay consistent and aligned.
π§ Listen to the full episode with Margaret Kennedy for inspiring stories and actionable strategies:ποΈ Listen to the full episode on The Master Your Business Podcast
π§Want to build a high-converting brand and sales system that works with your actual life? Book your strategy session with Deirdre
About Margaret Kennedy
Margaret Kennedy is the founder of Kennedy Insights, a Gallup-certified strengths coach, and holds a PhD in leadership and culture. She has spent decades working with leaders, teams, and entrepreneurs to shift them away from being beige “all-rounders” and instead own what makes them stand apart.
Her work combines CliftonStrengths research with practical business application, helping clients use their top talents to build careers and businesses that scale with confidence, clarity, and impact. Whether she’s working with a Fortune 500 executive or a solo entrepreneur, Margaret’s mission is the same: to help people recognise their unique brilliance and use it unapologetically.
About Deirdre Martin
Deirdre Martin is your go-to for turning quiet service businesses into bold, booked-out brands. She’s a triple-certified strategist, award-winning business mentor, international best-selling author and the only woman in Ireland with both StoryBrand and Level C Brand Strategy creds. After 20 years in banking, she ditched the corporate ladder, built a global business from her kitchen table, and now helps coaches and consultants make their first million with offers that sell and systems that scale. If it’s got brains, boldness, and a bit of bite... it’s probably Deirdre.
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