The Subtle Art Of 'I'm Actually Very Good'

I’ve unfollowed a very popular coach in the industry recently, because I find their messaging a bit grating now

No fault of theirs - I’m seeing their stuff all the time, and I got off the fence and decided that I don’t like it - content done properly should make you feel something one way or another

But I did have a think about WHY I didn’t like their content - and I realised that it was the way they try and show you that they’re an authority

Again - not a bad thing, it’s something all coaches should probably think more about.

But it was just a bit ‘showy’

Which is certainly what some people like, I’m just not one of them. I’m not one for brash, in your face ‘I am the greatest’ type messaging

(I’m British, after all - there has to be a level of self deprecating ‘I mean I couldn’t organise a piss up in a brewery but I can help you with this I guess’ kind of vibe)

I’ve noticed that the best, most successful coaches - can often convey authority, competence and expertise WITHOUT shouting about it

You can tell that some mentorships talk to people about ‘showing you can get results’, which leads to loads of transformation PT-bots flood the market shouting ‘I GET WORLD CLASS RESULTS’ with the subtlety of a paving slab through your living room window

But better coaches are just more subtle at highlighting their expertise

I might be biased - but I actually think self-deprecation and the ability to not take yourself too seriously, is a sign of knowing your shit

(‘I’m so comfortable in my own ability that I can be myself and take the piss out of myself and see who likes me for me, rather than just making post after post stressing that you must believe how amazing I am’)

Their are a number of ways we can demonstrate expertise

Some more obvious - for example, qualifications (although I think this matters way less than people think for demonstrating competence in 2026)

Years of experience, social proof, theoretical knowledge, going viral correcting misinformation videos

But also more subtle ones

Ability to talk about a topic differently to everyone else because you know it back to front

Being so informed that you can make future predictions about the industry

Combining what the evidence says with what you know about your niche and whether the evidence should be applied to them or not

I personally wish more coaches would embrace the subtle art of letting everyone know they’re great

Both because I’m very British - but also because I think it leads to them having a better business.