Most Coaches Dont Run A Business

Ask a coach how the business is going and you’ll get three numbers.

How many clients they’ve got. How the content’s doing. What they turned over last month.

None of those gives you a full picture of the business

These are activity metrics - they measure how busy they are, and how things are going acutely

What coaches fail to remember is that all 3 can go up, while the business gets worse.

And by the same logic, all 3 can go down while business improves

Telling a coach to go away and ‘learn business’ misses what’s actually going on, you don’t need an MBA to see it.

It’s all about the frame that the coach has.

Those numbers feel like the business because in your head coaching is the business

If the business exists to deliver client check-ins, the only lever you’ve got is more.

More clients - and therefore more hours, more content.

The only frame you’ve got is clients

Everything follows from ‘I’m a coach who needs clients.’

The key to helping you see your business in full?

Is thinking about what problem you solve for people

You want to start with all the problems that they have, and your solutions to those problems

Then ask if coaching is the best or only way to solve every problem they have.

Coaching happens to be the vehicle.

It could have been a product, a course, a room full of people.

So if you want to change your business - You can reach for more clients, or reach for what’s wrong with the thing being sold.

Which sounds like the same thing - but not necessarily.

My career trajectory changed when I stopped thinking my coaching programme was the business

And I started seeing it as one of the vehicles I can use to bring in money

Even when it was my preferred option - this mindset helped me see other ways that weren’t this.

All of it sits downstream of the frame you use for your value