How To Let Everyone Know That Everything's Alright

There’s a concept in evolutionary biology called handicap theory.

It’s physical traits that species have that don’t benefit them, but signal that they are very healthy and would be an attractive mate.

It explains why peacocks have absurdly large, heavy tails. The tail is a liability that slows them down, makes them visible to predators and uses energy they could spend elsewhere.

Which is the point - only a genuinely fit peacock can afford to carry that burden and survive - the tail succeeds because it’s costly - It’s a signal that can’t be faked.

Economists borrowed this idea. They call it ‘costly signalling.’ Having a Ferrari to show you’ve got disposable income to have a Ferrari.

Businesses do this, too. Hermès keeps people waiting years for a Birkin bag. Red Bull owns a Formula 1 team that has nothing to do with selling energy drinks. These are peacock tails.

Signals that say to their audience ‘We’re not chasing, we can afford to do what we want’

Now look at the coaching industry.

Some coaches say no to clients who aren’t right for them, turn down money, charge premium prices, give their best thinking away for free, talk about their clients more than themselves.

And some coaches?

Are always open, will take anyone who can pay, announce desperate ‘limited spots’ every month, moan about clients / audience publicly, throw discounts around like it’s going out of fashion.

The first group is carrying a peacock tail. Sending signals that only coaches with genuine demand can afford to send.

The second group is sending cheap signals. Signals that scream - I need this more than you do.

There’s a ton of ways to do this in your business

Ignore trends, give charitably, advocate for your audience, talk about clients, say no to clients, don’t beg

Think long and hard about what you signal