Unlearning The Top 5 Lies That Keep Coaching Businesses Struggling

Unlearning the Top 5 Lies That Keep Coaching Businesses Struggling

If you’ve spent any time in the coaching industry, you’ve probably been told some version of the same story. You’re one funnel away. One strategy away. One post away from things finally clicking. And if they haven’t clicked yet, the unspoken implication is that you must be missing something.

This episode challenges that entire narrative.

Most coaching businesses don’t struggle because coaches are lazy, unmotivated, or incapable. They struggle because they’ve been sold lies about what actually creates clients, momentum, and sustainable growth. When you build a business on false assumptions, even your best effort gets wasted.

Let’s break down the biggest ones.

Lie One: Posting to Social Media Creates Clients

A lot of people think posting to social media creates a client. It doesn’t.

Clients come from conversations. Meeting people. Talking to them. Fitting with them. Coaching them. Social media can support that process, but it cannot replace it.

When coaches believe visibility equals revenue, they often pour all their time and energy into content creation while avoiding actual human interaction. They tweak captions, adjust branding, and chase algorithms, hoping the right post will finally unlock success.

Meanwhile, no one is being invited into a conversation.

Social media is a tool. It can help you meet people and warm relationships, but it does not, by itself, produce clients. When growth stalls, it’s usually not because you didn’t post enough. It’s because the order of operations is wrong.

Lie Two: You’re Not Getting Clients Because You’re Not Famous Enough

Another common belief is that success requires visibility, influence, or fame. Coaches assume they need more followers before they can grow.

The reality is that most people who hire coaches do not care how famous you are. They care whether you can help them solve a problem. Fame is not a prerequisite for conversations, and conversations are the only thing that lead to clients.

Sometimes growth requires slowing down to speed up. Instead of chasing reach, it means working with the resources you already have. Your current network. Your current skills. Your current ability to start a conversation today.

Lie Three: Freedom Comes Later

This one might be the most damaging.

Marketers sell freedom as a future reward. Change jobs and you’ll get freedom. Start a business and you’ll get freedom. Follow this system and freedom will finally arrive.

The truth is, you already have freedom.

You can quit a job. You can start a business. You can change how you allocate your time and money. You have constraints, yes, but those constraints are yours. That’s agency.

Many coaches struggle not because they lack freedom, but because they don’t trust themselves to use it. They wait for permission. They wait for certainty. They wait for confidence. And in that waiting, momentum dies.

Freedom isn’t granted. It’s exercised.

Lie Four: More Ease Is the Goal

A lot of marketing promises less work, less effort, less frustration. And while efficiency matters, the obsession with ease creates short-term thinking.

Building a business requires work. Real work. Not busywork, not perfectionism, not endless preparation, but meaningful action that leads to outcomes.

When coaches chase ease, they often avoid the very actions that matter most. Having conversations. Making invitations. Following up. Reviewing data. Those actions can feel uncomfortable, especially at first, but they’re what build momentum.

Ease comes later, after systems are built and optimized. It is not the starting point.

Lie Five: The Problem Is Who You Are

Personality tests, identity labels, and external explanations often convince coaches that their results are fixed. Introvert. Extrovert. Late bloomer. Not salesy. Not confident enough.

These narratives remove agency.

Your preferences are real, but they are not the same thing as what it takes to do something. Outcomes come from inputs. When the inputs change, the outputs change.

If something isn’t working, it’s not a verdict on who you are. It’s data.

Why Data Changes Everything

One of the biggest turning points for most businesses is learning to track what’s actually happening.

Data is not about judgment. It’s about clarity.

When you track your actions and results, patterns emerge. You see where conversations start. Where they stall. Where opportunities exist. Without data, everything feels emotional and personal. With data, you can make decisions.

Most business owners avoid this step because they’re embarrassed by their numbers. But avoiding data doesn’t protect you. It just keeps you stuck.

Growth happens when you commit to tracking, reviewing, and adjusting based on what’s real, not what you wish were true.

Agency Is the Real Advantage

At the core of this episode is a simple but powerful idea: agency.

Agency is recognizing what you can control and acting on it. You can start conversations. You can invite people to take a next step. You can track your actions. You can change the order of what you’re working on.

Most coaches don’t fail because they lack talent. They stall because they deny their own agency while waiting for the perfect strategy, permission, or moment.

There is no magic tactic. There is only intentional action, repeated consistently, guided by data.

What Actually Moves the Needle

If your coaching business feels stuck, the solution is rarely more complexity. It’s usually less.

Talk to more people. Invite more conversations. Track what happens. Adjust the order of operations. Build momentum from where you are, not where you think you should be.

When you unlearn the lies and reclaim agency, growth stops feeling mysterious. It becomes something you can influence, one decision and one conversation at a time.

And that’s where sustainable businesses are built.

Chapter List:

00:00 Introduction to the Strong Start Live Stream

01:06 Unlearning the Lies of Coaching Businesses

02:52 Defining Launching in Business

05:09 Identifying Constraints to Growth

10:17 Understanding Strategy and Decision Making

11:49 The Importance of Idea Consideration

18:29 Bridging Capability Gaps

22:31 Tracking Data for Business Success

27:21 Owning Your Data and Metrics

27:50 Finding Your Coaching Voice

29:38 The Myth of Easy Success

33:18 Understanding Freedom and Agency

35:57 The Role of Personal Responsibility

37:02 The Importance of Data in Business

42:26 Breaking Free from Limiting Beliefs

46:19 Emotional Management in Pursuing Goals

50:52 Tracking for Success

Full Transcript:

Amanda Kaufman (00:00)

A lot of people think that posting to social media creates a client. No, it doesn't.

What creates a client is a conversation, right? It's meeting people, talking to them, fitting with them, and coaching them, of which social media can be part of the conversation. It can help you to meet new people, it can help you to have the conversation, but social media itself doesn't get you any clients,

hey, good morning. I'm glad that you're here. Welcome to the live stream. Good morning, Kathy. Good morning, Debbie. Good morning, Annie. Good morning, Instagram. Good morning, Coyotes Over Chaos community. Wow. I'm super excited that you're here with me on a Monday morning as we continue our journey together through the Let's Launch Formula. So L squared formula for short.

What are we talking about today? Very good question. Left my notes over on the printer, but that's okay. We have technology. We're going to talk about unlearning the top five lies that keep coaching businesses strong.

my gosh. You know, you've been sold this idea.

that you are one funnel away, right? It's just a matter of posting some more. It's just a matter of doing more follow-up. It's just this, it's just that. And it's like this minimizing language to help you to make the leap. Now I happen to believe that that is coming from a pretty beautiful place. Like it's, you know, lowering the bar to make it so that you are willing to step over it. But the truth of it is,

If you've ever launched a web class and had kind of lukewarm reception, right? Shout out why in the chat if you have a friend that's maybe struggled with that in their business. If you've ever not known what to even post on social media because it just feels like drudgery, you know that like one post isn't probably gonna do it. Even posting for a week probably isn't gonna do it. And you know, it can feel a little like the content black hole, right? So shout out why in the chat if you have a friend who's struggling with a black hole of content.

In this in this live stream, I'm gonna actually walk through the five biggest Constraints to your growth and I'm contextualize this to our let's launch formula that we've been working through and by the way If you're like what the hell is she talking about this? Let's let's launch formula It is something I've been talking about for a couple of weeks and you can watch all of the replays like don't do it right now stay here you're here, but

You can get the full recap in the Clients Over Chaos community. And you can join that group for free at next number five clients.com. And if you're here live and you feel like it's been worth it to hear me talk about this formula live, be sure to send that very easy link to your friends, next number five clients.com so they can watch the training for free as well. Okay, so.

I want to clarify something about what I mean by launching before we talk about why it's not working. So I've been working through this formula actually in our paid community, the Experts Network, and one of my amazing clients, said to me, well, I'm not really launching. I've already got two clients.

And I was like, we are not speaking the same language here. When I'm saying launch, I mean to take off from where you stand. So if you have two clients and you want 10, you can launch, right? And I think a lot of the bro advertisers have really like dominated this idea around launching that it's like this really big awful thing. I'm like, no, no, no, no, no, no, no.

A launch is an intentional project that you undertake to achieve a goal that is important to you. So if you're standing here and you want to be over there, we launch out of our couch, right? We launch into a plan. You know, there's this activation. So that's what I mean by launch. I don't necessarily mean that it's a particular marketing style or that it's for people who haven't

started their business yet. This is an activity that's going to help you get unstuck rapidly. That's the idea behind launching. Are we clear on launch? Shout launch in the chat if you're like, got it. You if I've got eight clients and I want to get two more, I could be launching. If I've got, you know, as many private clients as I want and I'm going to put a new program out there, that's a launch, right? If I'm going to rebrand, that's a launch, right? Like all of these things are launching. And so when I'm working with entrepreneurs, they're constantly wanting to actually

and make a change in this formula, this let's launch formula is really about activating the change in a way that's actually gonna create the results that you're actually looking for, right? As opposed to sorta, you know? No more sorta, no more half Zs, no more halfway, you know what I mean? Cool, got it, unstuck, love it. Okay, so I want you to just think about what's a goal that you've had.

in your business for a minute. And like, I want you to specifically focus on the goal that's maybe not getting the speed to result that you're looking for. We're looking for speed to result, right? Um,

I don't know. That's whatever it is signed in with, right? So, okay, let us focus on this next big piece. The five, the five things that are actually slowing you down from acquiring your next client, from launching your next business, from getting the social media done, all of the things.

So how many of you feel like your to-do list is just impossible before you even start the week? You know, I know that that's how I used to feel when I would go to seminars and events and I would get all these really good ideas. The idea became a to-do item and then the to-do item got on the list. And every time I went to a live stream or a webinar or something like that, I would write down another new idea that was going to get me unstuck, right?

in the chat if that's ever been your pattern too, right? So the, yeah, okay, cool. So the thing that's really standing in the way, last week I was talking about gaining actions. So just to recap that really quick, the action side of the formula includes just knowing the model, knowing what happens to create a client. A lot of people think that posting to social media creates a client. No, it doesn't.

No, absolutely does not, right? What creates a client is a conversation, right? Shout out Convo in the chat if you hear me loud and clear. It's meeting people, talking to them, fitting with them, and coaching them, of which social media can be part of the conversation. It can help you to meet new people, it can help you to have the conversation, but social media itself doesn't get you any clients,

right? So we talked about MTFC. The second thing we talked about was the right order or sequencing. You know, a lot of people think that it's like,

Well, the reason I'm not getting clients is because I'm not posting enough. I'm not visible enough. And the reason I'm not, you know, I'm not getting clients is I just don't have the visibility. I'm not famous. And what we talked about was that sometimes we've just got to slow down to speed up. Sometimes we've got to change the order of what we're working on so that we create more of the outcome that we actually want to create using the resources that we really have. So, if you're learning strategies from somebody who has, you know, a million followers and

And

they have a team and they've been doing this for 20 years and they have all this capacity. Don't ignore that. Right. Don't ignore that. There was an order in a sequence to their story too. So lean in and listen to how they started. Lean in and listen to how they began. Right. That is super important because they are where they are because of what they've done, but they started somewhere. And if you're trying to implement a strategy that depends on having a team, having a lot of money, having a lot of

influence and fame and brand established already, then you're not going to get the same kinds of results as someone who has all of those things. Am I being rude on a Monday for pointing that out? Am I crushing dreams or am I talking real? Right? Let me know in the chat. But the thing that really stops people is that they run out of time, they run out of energy, they run out of capacity and they run out of fuel for their dream because like the doubts really come in and they're like, what's happening? We're going to address

that today in the five things. But last week we talked about your success is in the sequencing. If you do things in a correct order, then you can leverage from one spot to the next spot to the next spot and you're more likely to achieve success. So it's about bringing order to your to-do list, not just adding to it, right? On a Monday.

What if I told you you could do so much less and achieve so much more simply by changing the order of what you're working on?

Right? Shout out woo in the chat if that sounds so freaking cool. The last thing is of course, activating the motion, right? Like and going through the actual motion itself. So, so when we're in motion, we get momentum. When we have momentum, it's easier to take another action. So, you know, when I'm talking about the strong start live stream, right? This live stream has been going for years. So like I sit down with my coffee, I turn on my cameras. I'm not thinking about it. Well, I thought about it a little harder today because we had some technology

difficulties in the last couple of weeks, but just in general, I'm not thinking too hard about like, how do I get the video out there? How do I prepare for this? Like I already have the motion, right? I've already like mastered that motion. So if that makes sense, shout out, in the chat for motion and momentum, like action on its own is going to get you so far. That'll get you your next client. That'll get you, you know, the, could ignore the rest of what I'm going to say and you're probably going to, you know,

What is that saying? A blind squirrel finds the nut?

Right? If you just run around like a crazy squirrel, you're going to get something. Right? But the question is, like, are you going to be able to sustain that? Right? We can't sustain squirrel behavior, but we can at least find a nut now and again. Right? Just from that piece. So today I want to talk to you about the next piece that helps you to be strategic. Right? So strategic. So I'm going to define strategy for you because I know it really helped me to understand what strategy actually mean. Because people talk about strategy and they apply that word to like

so many different things that are very broad, very vague, what the heck does it actually mean? And here's the best definition I've come across. Strategy is the decision making we make. Shout a D in the chat for decision. The decision making that we make about the resources that we have. Shout an R for resources. Can I get an R? R for resources, right? It's the decision making we make about the resources we have to get the best

possible outcome. That, my friends, is strategy. It's not somebody in a suit. It's not just speaking to one particular decision. It's not talking about a way of being where you just strut and walk around and you're like, I'm thinking about strategy. It's not an accent, right? There's no accent. There's no briefcase. It's just, what's the decision in making

about

the resources that I have to get an outcome.

And what a lot of people think is like, can't like, let's, let's unpack this just a tiny little bit more. Okay. You guys ready for a tiny bit more? So when you get an idea, whether it's from me, whether it's from like an event that you go to a webinar, you attend an email, you read wherever you're sourcing a book, you read how many of you read books, right? I love books. Books are great. So if you get like an idea from a source, we'll call it right. And then it goes straight onto your to-do list.

Do not pass go do not collect $200. Have you really made a decision? So the word decide means to cut away

So you've captured the idea, okay? You've captured the idea, but I submit to you today on a Monday that you have not yet elevated to the level of decision making about your resources to maximize outcome. You just have an idea. So something that I really had to learn as somebody who grew up around like ideators, people who always have these great ideas, smart people, good idea, good idea, good idea, very little action.

is because ideas are not that expensive. It doesn't cost you much to read something or hear something in content and write it down on a list. That's capturing the idea. You know what you probably need to do, and this is the thing that I had to learn to do, is you've got to consider that idea in your ecosystem of business.

You gotta consider the idea in your ecosystem of business, which requires you to have goals on what it is that you're creating. Is this too nerdy on a Monday? Are you guys like tracking with me and it's all good? Show to why if you're tracking, just like tell me to slow down if I'm like, what, right? Okay, we're tracking. So it's, I had to learn that it's just simply not enough.

to have an idea, right? I get ideas all the time. I'm an entrepreneur, obviously I get ideas, but I don't act on every idea that I have. And it's because of these five things that we're gonna learn today. So the second part of this let's launch formula that we're walking through, I call track it.

Track it so idea comes in goes on to the idea capture list But we need another step before we put it into our plan and that is consideration Right. So what's the consideration of the idea? Well considering what resources does it actually take to implement this idea and Mo probably even more importantly before that is what outcome is this idea going to support?

What outcome is this idea going to support? And by the way, you already do this. So if anybody here has ever worked on their nutrition habits, right, you hear, keto diet, or you hear, kale is good for you, or you hear, you need to up your protein intake. You hear those things, and then you go, I eat food, I could swap one of the things I eat for something else, and now you're achieving an outcome. So you're listening for an idea, like maybe try that

new protein shake or that idea like try this new recipe and you're integrating it to an objective lose weight or gain muscle or whatever your goal happens to be. So you do this all the time where you get ideas that are like sent to you and how many of you have ever had an idea regarding your health where you're like I'm not gonna do that?

That one's not aligned to my goals. Show the why in the chat if you've ever done that, and I know I have. There's so many decisions that we get the information, we're like, that's not congruent to my goal, or I've got another goal I need to take care of first. I might do that, but maybe later. You do this all the time. So why is it in our business that we capture these ideas in our notes and we treat that like it's the project plan?

It's the thing that we that is gonna save our business, you know, cuz it's cuz it sounds good and it's a really good idea I'm not saying they're not good ideas I'm saying that just like when you consider what you put into your body and how you move your body you need to do the same thing for your business because your business is an ecosystem and every time you Expend resources and let me define resources just really quick. That's the time you invest in it It's the energy that you put into it. It's the it's the capability

that you actually have to do the thing, right? Because I'll just throw out there. Let's just say you and me go to a seminar sitting side by each and someone from the stage says it'd be a really good idea for you to speak at local organizations to get speaking experience. And let's just say that you have had zero speaking experience and let's just say that the person sitting next to you has quite a bit of speaking experience but they haven't taken it on the road yet.

Who's in a better position to action that advice? Right?

And it actually has to do with their capability. It's not their worthiness to pursue it because maybe the person sitting next that you are is you're like, okay, I'm brand new, but I want this really badly. So I'm willing to put the time, the money, the reps, the focus into becoming someone that organizations are gonna want to invite to stages. And you pour that energy in, but how much energy will you have to put in with no experience versus the person who

already has quite a bit of experience.

Shout out more in the chat if you totally understand that. Capability is part of your resources. Skill set is part of your resources. So time, energy, capacity, capability. Make up your true capacity, your resource. I think one other thing that I would add to that, to resources, is who can you influence to help you? Who can you influence to help you? So do you have an assistant on your team?

have an assistant on your team, that means it falls to you. That means you have fewer man hours available to do the thing. So we need to be sharper and smarter about what we allow onto our plates, right? Ah, such a good question. So how do we decide if we should try to bridge the capability gap now? The best time to bridge a capability gap is 20 years ago.

the second best time to get started with it is right now. Okay, so I think the thing to just understand is that if you defer on learning the capability, that's a decision you get to make, but that also has a repercussion on your goals and your outcomes, right? The other thing is you can't learn everything. Like, many times I wish that I could be like Neo in the matrix and just like plug something into my brain and just download all of it, right? Like I love learning.

love exploration. What I'm asking for is discernment, consideration of like, do I need to master how to be great at Canva as a coach or...

Can I hire somebody who's good at that? And do I have the money to do that? If I don't have the money to do that, then maybe I do need to develop that capability. And it's really considering all of these things in priority. So there's three pieces to the track it portion of the formula. There's your goal, right? Shout out goal in the chat. So what's your goal? If your goal is to get clients,

Becoming a master of Canva is a tangential thing that does not, that is not having a conversation with a person, right? And it's definitely not a prerequisite to having a conversation with a person. This is this discernment, this consideration that I'm asking you for today. All right. The second big piece in the track it arm is the actual data, right? So using the Canva example, and I'm picking on this because a lot of coaches, my God, they spend all this time trying to become graphic designers. And I'm like, why?

It is so inexpensive and now you can go into Gemini, know Google's AI, Nano Banana, tell it what you want, be specific, you'll get a pretty good start, right? Like it's, it may not be the thing that you're gonna do forever, it may not be the final, you know, high quality piece, but then when you've got say three, five thousand dollars together, hire somebody who's great at this, right? You know, let it be one of your goals, again having goals. So data,

the information you have to be able to make decisions. So for example on the Canva thing, what data do you have that says that really successful coaches are ninjas in Canva?

What what does the data say or how likely is it that those beautifully coiffed? Coaches are hiring somebody right because they already had something else. So look at the data look at the information How many people are asking you to sit down and have a conversation on the basis of something that you posted on social media? Give me the number in the chat and you and I know what it is, right? Like it's it's probably not a lot of people so you becoming proficient at canva is not directly

going

to achieve the goal, right? Zero. You've got data, my friend. So I'm not saying you shouldn't do social media. I'm saying that social media is something that takes years to master and that you need to start now so that later you get to leverage on it, right?

not for a funnel. So again, what's your data? What's the data show? What's your data? And like, is there an example you can find of one post that just made somebody's career? Or do you have lots of data that says somebody who's somebody that's made a career on social media posts a lot on social media, and they post in a particular certain way, right? Data, data, data, data, data. Now, their data does not matter nearly as much as

your data. So how many times have you posted to social media in the last 24 hours? Right? Shout the number in the chat.

Now, if you've got that data, right, I posted once. Good for you. I love it. Okay. Now look at people who are successful at using social media to attract their clients. How many times a day are they posting and where are they posting? Right. So many more times. Right. So if you look at your data and you're going like, okay, I posted once a day, I got zero result. Maybe I should try posting lots a day and see if I get a different result.

That's like the big aha that I had a couple of years ago when I decided to get good at organic social media. I was like, maybe I'm just not posting enough.

Maybe, right? And so I just looked at the data and I made an adjustment. So you have a goal, you track the data to the goal and you make adjustments. So the five biggest myths are that the thing that's going to make you money is doing the thing once really well or doing something super perfectly.

When you're learning from webinars and you're learning from me and you're learning from everywhere, it is a theory. It is a theory that's being communicated to you.

I would never tell you something that I didn't believe to be true But I just have to ask like am I omniscient? Can I see everything right? Absolutely not I'm growing and I'm learning and I hope you acknowledge that right I do have valuable experience to inform my theories So that's why I'm sharing it with you because it will speed you up

But the theories that I have that are backed up by the data of the experience that I have are way more valuable than something that's like a hypothesis that has never been tested. Can y'all see that? So like I don't teach you to do things that I have not done myself that have resulted in a result, right? That is positive and in alignment with what you want to create. I simply don't teach it. And there's a lot of people who will.

They don't have a problem with teaching you theories and just like regurgitating what they read in a book or regurgitating what they saw in a seminar or regurgitating what sounds good, right? Data helps you to discern what is actually working, right? And that's why when you're working with me in the Experts Network, one of the things I preach and teach is you need to track your activities every day. Because if you don't know what your inputs were to your business, then you can hardly

hold yourself hostage for the results you don't like. Right? And that's what everybody does. Everybody's walking around going like, why am I just not special enough? Why am I not popular enough, famous enough? If I was just popular and famous, then people would throw credit cards at my face and then I would have a whole awesome career if people would just like me more.

And the thing is, is that that whole theory is based in a delusion you've been sold that the people who are successful are just more well-liked.

Which is a very high school kind of way of looking at things. Yes, people need to like you, but you already know, like they can't see you. They don't know, they don't know you even exist to be able to render an opinion one way or another of whether they like you as a coach, right? And the thing is, is if you get stuck in this perfectionism narrative of like, if I could just be loved more, if I could just have more qualifications, if I could just have more reason for someone to choose me, Pikachu, gosh, then they're going to pick me. But the piece that everybody misses is there's no path.

To a conversation with you right if you're reclusive and you're not like visible But you're also not inviting people into having a conversation with you You can get ready for a really quiet consult calendar. I'm just gonna tell you that straight up. It's

In terms of the ratios in the beginning, it's actually more about doing the damn thing, right? Doing the damn thing, picking a thing to do. So I always recommend, you know, like set a cadence and a rhythm for inviting people to your calendar. Use advertising, use organic social media to get people to see what you do and then have like these moments of connection that are invited and available to people. Like I've got I've got several

people watching me live right now completely for free on their terms and I'm and I'm having a conversation with everybody the same conversation at the same time on their terms so when I make an invitation to a next step they're far more likely to to to go with it and decide they want to do it because they're spending the time but what most people don't do is they don't build a system that they can actually like reinforce so the first thing is do it then compare doing it

to

how you did it before, right? So do it, compare doing better than before. So you're tracking your metrics every day of I made this many outreach, I had this many people respond, I had this many people move to the next step of a call, I had this many people move from one call to the next call, and so on and so forth. So it's like a whole track of the customer journey. If you measure along all those lines, you'll be able to see where in your system is it broken.

it broken because you're not reaching out to anybody or is it broken because you're reaching out to people but then they never hear from you again? Or is it broken because you're talking to people who can't buy from you? Right? There's lots of reasons that a business is broken and the only way that you're going to know is if you track for yourself. Right? So own thy data. That's the first thing. It's not about other people's ratios and targets. It's about you setting a baseline by committing to doing the thing.

A baseline means like based on my current time energy and capability This is the result I'm getting from the actions and behaviors. I am doing Right own thy data. So then that's your base So now that you've got the base you can start to introduce To do your best to do one variable at a time if I turn up this activity Does it affect the rest right and for most of you?

If you're still looking for your first or next few clients, for most of you, it's like, am I talking to human beings and acting as the coach in that conversation? Or am I hiding the fact that I'm a coach and also trying not to talk to people too much?

The reality is that average coaches go get the certification, they come home and they tell no one. And it's a total secret. And it's because they're afraid to be seen starting. And they don't have the...

Activation or the realization that they are backed by an entire career. They just added a coaching certification But they're backed by this capability that's been developed for like sometimes decades that's just the truth and and and They still they shrink because they think that it's about fame. They think it's about being really beautiful They think it's about you know, all these things that are way out of their control. So then they deny their own agency That's what average coaches do they deny that they have agency in all this

and then they blame the certification, they blame the market, they blame the society, they blame like everything else. And you know what's wild about all that? They're right. It's true. All the things that they're saying are like not irrefutable or anything. It's just that they're not paying attention to the part where they have agency.

Right? And that's what I'm advocating with this launch formula is like, where's your agency? What part can you affect? What can you do? And you can post more often. You can reach out to people. You can send emails. You can host a webinar. You can set up a community. You can do all of these things. But because you know that the baseline is going to be like not all that exciting, you're like, I don't want to start. But the thing is, is that if you don't start, you can't continue.

Yes, right? Shout out why in the chat if you understand that a trip of a thousand miles starts with a single step, right?

single step. So we track that step, we celebrate that step, and then we optimize from the baseline, right? And we improve from the baseline and you grow from the baseline. Okay. So, the second thing is that everybody promises, I'm going to like distill for you all the marketing you've ever gotten for coaching. Okay. They're teaching you to work less.

They're teaching you to make more money. They're teaching you that you're gonna get more freedom and they're teaching you that you're gonna get less frustration. Did I nail it or not? Right? Shout out nailed it if it's like that's all of it. And at the same time, what they're doing is they're capitalizing on your very human psychology to want ease.

We all want it, man. We want ease. We want comfort. We don't want rejection. We want to be loved. So we do all these things subconsciously very often to try to affect more ease. But guess what? They're keeping you addicted to short term thinking.

And I had to just like cut that shit off. I was like, you know what? I'm gonna work really effing hard because I always have. I'm a hard worker. That's what I do. Don't sell me on less work. Sell me on why it's more effective. Right? Show me. Show me, right? Show me why it's more, more beneficial. On the more money promise. yeah, more money. Okay, well more revenue often comes with more cost.

So again, it's it's up to me to add value to people in my life and it's up to them to value my value. It's up to me to invite to the next step. It's up to them to take it, right? And so that whole narrative of like easy money, fast money, fastest path to money, it's it's incomplete.

It's incomplete. And when I realized that, I was like, I've got to have discernment. I've got to have this discernment of like, what do people really value? And people don't just want a coach to just sit on a call and go, yeah, yeah, okay, yeah, gosh, you're going through a hard time, yeah, that's a friend. Okay, that's not a coach.

A coach is paid to push. A coach is paid to pave the way for solving real problems. Not just like, there, there, poor baby, and being an emotional support animal. You're not an emotional support animal. That's not what coaching is about. And I'm not saying you should never validate. I'm not saying you should never have empathy. Of course, obviously, but I kind of look at it like,

Obviously, if you want to be effective at this, you will need to have compassion for other people, otherwise they're going to think you're a big old jerk and they're not going to want to talk to you. All right. So everybody's promising you more money for less work. Yes, you will have that when you implement a system and you optimize that system.

And it's not that there will be less work. It's that it will be more beneficial work. And eventually when you get very good at this, you'll be able to influence other people to run your processes for you and it will be less day to day work. But if you think it's less work to manage a team, think again. If you are in the business of business ownership, that is hard work no matter how you slice it. And as the stakes raise, the risk increases and you have to manage that too.

So I think like it's just playing to some ideas that we all kind of just have. And it's worth thinking about, would I even do this for free? Would I do this regardless of what I get paid? Would I do this, you know, anyway? But then also, do I love it enough to make the money? Do I love it enough to overcome my fear of asking to get paid? Do I love it enough to value it in my pricing at a level that makes sense

for my market. Do I love it enough to sustain the message by making changes in myself? Right? Show it grow in the chat if you realize like you will receive more money when you build the capacity to handle it. Right? And not before. It doesn't work like that. In terms of freedom, this is the biggest joke of them all. You already have it.

I'm just going to pause for a second. Marketers are selling you this idea that you will get more freedom when you change a job.

but you already have freedom. You could quit that job that sucks. You could start a business right now without their permission.

Like you already have it. And I think that was one of the biggest breakthroughs for me is I realized that I was so dependent on the hierarchy of the corporation that I worked in. I was so dependent on my mentor relationships that I was like, like I didn't think I had permission to act. And again, this is coming back to agency, right? You have it.

Now, do you have total confidence that the choice that you're making is the right choice for you? Maybe not, right? Do you have the capacity to make certain choices based on your bank account and your calendar and so on? We all have constraints, but again, they're yours. You have the freedom to remove things from your calendar. You have the freedom to change how you allocate your money. You have so much freedom and they're selling you this idea that if you ride with me, kid, you will finally get to experience

something you already have, right? Shout out, I'm free in the chat. You are. I don't want to sell to somebody who doesn't freely and willingly come into my program. Do you?

Right? I want that to be high consent. I want that to be a high agency conversation. I want somebody to be like, right, I have done the math. I have thought about this. I'm following my heart. And this is exactly what I want to do from a place of freedom, not because I'm jangling the keys of freedom. Whew. Finally, less frustration. my goodness. You guys ready for that one? Okay. You're being sold less frustration.

The only person who is going to make you less frustrated is you.

Choose joy, right? Choose joy. Like, why be so pissed off all the time? What is actually like the stick in your butt? You know what I mean? if it's... And I am all for like doing things smarter and smoother and all of that kind of thing. But in terms of like being frustrated, being anxious, it's like that's an inside job.

That's what I work on with my coach. That's what I work on with my therapist. That's what I work out in my journal. That's for me to work out. That's not for you to necessarily deliver.

Right? So you keep the, is actually all just one thing. So the first one is that you need to have your own data so you can make decisions, you know, from a place of you're in the driver's seat. The second thing is just be careful of easy street promises, right? Say no to easy street. It's a dark alley and it's going to leave you broken sad, right? Easy street is not a beautiful place to be. Third big one.

98 % of business owners do not do this. And it's because they're scared of math. I used to say never do math in public. That used to be like part of my whole like shtick. And I said that a lot. And one day I stopped. And the reason I stopped is because I realized, my God,

you the numbers are what actually do give you a sense of predictability and outcomes. So Debbie was talking about ratios earlier. You can master and learn ratios when you have the data, but only if you review the data and you have interpretation from the data. So the data is not one point. The data is a collection of data points that you're then able to interpret trends. And really like at its most reduced level, the idea

is that you can say when this happens, then this much happens. When this much happens, then this much happens. So when I do this much outreach, I get this much response. When I pitch my offer, I get this many people saying yes. And then if you want more, you dial up the inputs.

That's it. And your biggest constraint is again, to be your resources, which is why you need strategy.

Yeah, I mean, yes, you can use AI as a tool. I'm a big fan of a spreadsheet, right? Like if you don't have the ability yourself to pull the data, then the AI is like, you're the captain of the AI, right? So use whatever tool makes sense, but just make sure you know where the data is coming from and learn what it means, right? It's not enough to just like pull numbers and be like, I'm such a good numbers person. You have to do the math. You have to actually work out like,

when this happens then this happens huh well what if I did more of this then what could happen right and we start to forecast and predict what could happen right and then when we forecast and predict then we come back and we say like is like what else we forecast and predict and then we do the thing in real life has anybody here ever done something in real life and you got a different outcome than you expected

Maybe somebody told you like, oh, you should expect to have 20 % opt-in on your landing page and you should expect to have 50 % show up at your webinar and you should expect to have 10 % of people from your webinar buy.

So then you run the webinar and you got no buys and the show up was 5 % and the opt-in was 7 % and you're thinking this charlatan, they're telling me what all it should have been. I did it and look how different it was. This is where most people stop. When I was talking about the 98%, this is where everybody stops.

What I'm saying is is that we need to interpret we need to go like huh curiosity moment When they said that it should be a 20 % often rate and I only had 7 % What are all the reasons I can see that I can observe that maybe there was a gap and be honest about it and even better take it to a mentor, right? So you got them you got the the number from a mentor take it back to a mentor and say like hey This is the benchmark. This is what actually happened

Here's all the ideas I think that caused it. This is the most important thing I think that caused that. What do you think? And the mentor tells you about something you missed completely. And then you form a new plan and then you do it again and then you can improve from the base. Who's tracking that, right? Everybody gets a bad result and then they quit. They're like,

The whole tactic doesn't work. And then they throw the baby out with the bathwater. And by the way, I was one of the worst offenders of this one because I was believing when people were like, this is the one way, this is the one way you need to learn how to do stuff. So I would tactic hop.

I would try all these different tactics and I would hop between all these different tactics to hopefully one day find the magic tactic that no one has ever heard of before. Sound familiar? Right? So the thing that changed my life is when I finally started looking at the actual numbers of my business on timeline and I started to see, I'm like, huh.

I'm getting these conversations, but I'm getting them from a source other than the one that I was actually working on. You know, I'm getting these sales, but I'm selling something different than what I thought I was selling. Right. And so, yeah.

my gosh, Debbie, I'm so glad she's like, this is probably the best thing I've heard in a while. Yeah, exactly. So 98 % of business owners don't do this because quite frankly, they are embarrassed by their own results. And you know, more than that, they're embarrassed to have to ask for input from mentors and they're embarrassed that when they ask the AI, the AI is giving them like a bunch of floofy, make them feel good kind of answers, but they're not getting like the real sauce. And so I just, yes, track it. That's like the main.

thing here. Fourth big thing, every, this is like a lot of the universe that every action is met with an equal and opposite reaction. You know what I mean? Like I think one of the things that keeps most, especially in the coaching industry, people really hamstringed is that we keep talking at the level of magic.

We keep talking at the level of magic. we keep talking like based on your personality profile, your disc profile, the time and date that you were born, the age that you are, your preferences, like all of these things about you, that's why you're getting the result that you're getting.

So then at the end of the day, the business owner is going like, well, I would be further along, except I suck in some way and it's an immovable suck. cannot change anything and that is why I cannot succeed.

And it makes me furious. Not at the person, just like generally. I'm just like, this is ridiculous. Like, I just don't believe, and this is maybe going back to my feminist roots, I don't believe that your gender, your age, your religion, your political affiliation, your where you grew up, any of those things are factors in your deservedness for success. I just don't. So I hate personality tests.

because I don't think, well, that's strong. That's a very strong way of putting it. I think they're really good for getting to know thyself, but I hate how they're positioned as this solution, because they're actually not. Like, the input that creates the output has nothing to do with whether you're an introvert or an extrovert. It might affect your preferences.

Right? Your preferences, but your preferences are not the same thing as what it takes to do something.

Little spicy on Monday, right? I'm an Aries, so maybe that's why I'm so spicy, but it might also be because I was raised to believe that you can earn whatever you want to create in your life. You can learn anything that you want to learn. You can go connect with people that will support you. You can do it, right? I was raised with a very high agency mindset that you can go figure it out. And it was reinforced again and again and again in my life.

when I was doing things that no one else was doing from the group that I started with. Right. It started when I was in high school. It continued when I was in university. It continued again when I became a consultant at a strategy firm. It continued again when I became a coach. I have had again and again this propensity for saying like, I see what all y'all are doing. I know what I want to do and it requires different activities. So I

will be leaving this pack not because I think you suck but because I need to go join another community that is doing more of what I actually want in my life.

A lot of people think it's like, oh, well, you know, that's so courageous or oh, well, like that's very bold of you. And I'm like, it's just necessary because I understand that to create outcomes, you've got to put the inputs in. I would never have gotten the corporate job if I didn't have a degree and not just any degree. I had an engineering degree, right? I would have never gotten an engineering degree if I didn't decide to go to university, you know? So the real strategy of business is knowing what are the inputs that

create the outputs and when people are getting results look at the data it's because what they're doing isn't working so it makes banana no sense to model the behavior of everybody around you so I had to ask myself I'm like who am I becoming who am I becoming and how does that person behave

What actions does that person prioritize? What attitude does that person have? How do they think about problems? And the more that I've done that over the course of my life, the more I've been able to change my action to get more traction. Ayo. Last thing is structured tests versus emotional economics.

Right? So like a lot of people are afraid to pursue their goals because they're afraid that they're going to disappoint everybody when they do.

That's it. And then when you do disappoint everybody when you go pursue your goal, then that means you won't be accepted anymore. That means you won't be loved. It's horrible, right? But here's the thing that they don't tell you, is there's always another community that you can join that is excited for your growth.

There's always another community you can join. can build relationships that are supportive. And not all relationships around you right now, by the way, are unsupportive. That's just not true. There's a lot of people around you that if you told them what your goal in your dream was, they will give you a leg up.

They'll make an introduction. They'll recommend a resource. They'll connect you to someone else that they know that's doing this thing. I think sometimes we can get so set in what community we belong to or how we previously identified that we don't give ourselves permission to tell anybody around us, like that we're growing into something else. And if you are wanting to build something that lasts,

then we need to find a way to process emotions more effectively. We need to find a way to manage our emotional experience. We need to make a, find a way to be sober in our strategic decisions so that we can make the best decision with the information that we have and the resources we have to get the best possible outcome. That's what it takes. And so that, that means structuring your action.

like being very on purpose about I'm going to do this new thing in this new way for this period of time. And my expectation is I'm going to get this outcome. And when the outcome is not what we expect, instead of getting upset, regulate through it. Right. And that's another reason why I'm like, your environment does matter. You're not stuck with your environment, by the way, in today's age. You're not. You could join a program.

You could join a mastermind. You can deepen relationships with people that have been really supporting you in your current environment. And with the naysayers and the people who want you to stay where you were, that's about their safety. That's about them not getting rejected. They don't want to be rejected by you.

And you I know the truth, you're not rejecting them. That's not it. You're just going after your goal. And sometimes people have a hard time with like, how do I support that? I don't know how to support that. You've always been like this. How am I supposed to support you like that? Right? And so one thing you can do for people that are like confused about this is just keep the conversation going, but don't talk about your business.

You know, stick to the weather, stick to sports, stick to whatever they find really interesting, right? And just be aware, like, don't rob yourself of your best future, your better future, because you think you're going to make everybody around you happy with what you're doing right now. Because quick pop quiz, are they happy? Are they happy? Or are they in the same habit and routine that they've always been in?

Right? You suffering and deferring on your goal or you suffering on like not, not living your potential. That is not making their life better. And it's not making your life better. But if you go after your goal and you activate and you build it in a structured way so that you're building proof along the way, you'll find that you are going to be more successful over time.

and you don't have to sway with your emotions as much. Okay? So when we moved into data-driven analytics for our business, we eliminated over 80 % of our overhead cost. Over 80%. And we didn't just save the money in our business, we actually became the most profitable that we've ever been in our business.

because we cut the stuff that didn't matter, that wasn't contributing to the outcome, right? Who here wants to be like super profitable, right? And to be able to sustain the message and to be able to afford this new way of being, you know, it comes down to data, shadow data in the chat, if you hear me. So where do we get started with all of this? Cause I was talking about some really big ideas and I want you to be able to action it today. So the first thing is just have daily tracking and a weekly review.

That's it.

And don't worry if it's ugly, don't worry if it's on paper or if it's an AI, like don't even worry about that. For now, simply commit to the practice of I am someone who tracks. So every day, open your bank accounts and look at them, get the numbers, right? Every day, write down how are you interacting with the world on purpose? Every day, track how many new contacts you've made, how many conversations you've had, okay, with separate people, separate conversations. And how many invitations to a compliment

or a session have you made? And you're going to quickly see where your greatest opportunities are in your business like immediately. Notice I didn't say go start building a webinar. I didn't say go start building a huge website. I didn't say go start doing something crazy. Just track. Just track. And then at the end of the week, do a weekly review and check in not just on how you felt, but on the numbers.

What was the data? And you know, if you're really early on, a very useful number to track is hours.

Where did I spend my hours? Right? If you're up to that challenge, shout out to me in the chat. I'm super excited for you for this. Next week, we're gonna continue our journey together. We're gonna be talking about, more about emotions actually, we're gonna be talking about your belief systems and how you reinforce the belief, especially if you're operating on faith before proof. And I'm really excited to dive into that part of the Let's Launch formula. If you've loved this, make sure that you tell your friends

Next five clients calm that's next number five clients calm just send a quick text right now or a message over messenger and just say hey I just heard an awesome training, and I think it'd be super helpful for you And just tell them it's next five clients calm like next number five clients calm and they will be able to access all of the replays and they'll be able to access next week's training at 9 a.m. With a strong start. Thank you so much for being here. I will be back Again next week and until then have an amazing week. Take care

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