Creating a rich repository of your skills and talents is part of launching a successful business. (Think of it as your pot of gold.) The story of your entrepreneur evolution reveals how you capitalize on luck while unlocking opportunities. Are you embracing the chance to be your own lucky charm?

As the sparkling personality who attracts your clients, team, and partners, where can people connect to learn more about you? Where are you sharing the lessons and accomplishments that led to the exciting business you’re building?

People buy from people. In my business, the data confirms that our “About” page has been a consistently top-viewed story for years. Buyers want a look behind the scenes to be inspired by you and find a connection. Do you have a simple web page dedicated to your evolving and exciting journey? If not, I encourage you to consider adding one today. (Hint: a web page that you own and update, not an app.)

“Luck is where preparation meets opportunity,” as the saying goes. If you’ve skipped this preparation part (sharing your story) that helps attract your best customers, I offer these points to consider what you may be missing:

Potential customers want to know who they support when purchasing your goods or services. Promoting only products and offers without sharing your story as the leader and executive leaves people wondering who is behind the mission and why is it important to you?

Beyond value, your journey communicates how you’re qualified to deliver on your commitments and builds trust. The successes and challenges you’re hiding translate to valuable lessons and experiences—knowledge that only comes from doing and being in the trenches. Be proud of them.

A well-crafted “About” page is an opportunity to establish credibility by telling the genuine story of how your interests, talents, and passions converged to prompt the start of the business. No one has your exact background; share this valuable and unique aspect.

Your experience attracts clients who appreciate the passion and persistence you’ve demonstrated to get to this point. It’s a chance to connect with customers on another level. The “right” clients (the ones who are a natural fit) will appreciate your journey and be moved to learn more about how to work with you.

Luck, and being ready for it, is showing up all over my life - in my feeds, in conversations, in the newspapers I read, and on my favorite podcasts. I love that, and I don’t consider it a coincidence. I believe luck has a lot to do with our thinking. How’s your luckometer doing these days? Is it off the charts, or do you need to move the needle a bit?

While I don’t think we summon luck on demand, I believe it happens when you place yourself in environments or situations that make it easy for chance to fall in your favor. You make the proactive effort to be visible, raising the odds of an unexpected connection, crossing paths with that hard-to-reach client, or getting an introduction to an esteemed colleague.

A few years back, I was asked to speak at an event I thought wasn’t a great match for our business, but I decided to do it anyway. Something I said sparked a connection with an attendee, who referred me to their boss, leading to many valuable sales. You never know the good that can happen until you show up.

Maybe it’s time to invite luck over, to remind yourself to step out, visit customers, invest in the training, catch up with colleagues, send handwritten notes, and attend the event. Meet some new people. Think differently. Be open to new opportunities.

Let luck find an easy path to your doorstep.

If this inspires you to read more on the topic, Ina Garten has written a new book, Be Ready When the Luck Happens. (You may recognize her from the Food Network's “Barefoot Contessa.”) Although I’m not a huge cooking fan, I enjoy reading memoirs and biographies and look forward to learning from her stories.

If you’re ready to change your thinking and step into new opportunities, join me in the Creatv Catalyst.

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Let Luck Find a Path to Your Door