Episode 70

full
Published on:

29th Oct 2025

Expectations vs. Reality: An Inside Look at Building a Coaching Business

Navigating Challenges in Building a Successful Coaching Business

SUMMARY

In this episode, John and Angie dive into the common challenges faced by coaches when building a successful coaching business. They debunk the myth that starting a coaching business is easy and highlight the importance of doing foundational work, managing expectations, and staying persistent. They also discuss the significance of having a strong 'why,' identifying target clients, and employing effective marketing strategies. The hosts share insights on maintaining momentum, learning through flexibility and experimentation, and setting realistic goals. Additionally, they emphasise the value of strategic planning, leveraging media and social media, and the power of personal recommendations. This episode aims to provide practical advice and motivation for coaches at any stage of their business journey.

CHAPTERS

00:00 Exciting News and Listener Feedback

01:02 The Challenge of Starting a Coaching Business

04:46 Managing Expectations in Coaching

08:51 The Importance of Foundations and Flexibility

14:40 Strategies for Building a Successful Coaching Business

24:52 Final Thoughts and Upcoming Topics

Want to contact the show? You can leave us a voicemail. It's free to do, and we might feature you on our next episode. All you need to do is go to https://speakpipe.com/thecoachingclinicpodcast and leave us a message. You can also find our clips and full episodes on the exclusive Coaching Clinic YouTube channel: https://www.youtube.com/@coachingclinicpodcast

You can send us a video or voice message on LinkedIn:

John's LinkedIn Profile or go to PresentInfluence.com for coaching enquiries with John

Angie's LinkedIn Profile or visit AngieSpeaks.com

2023 Present Influence Productions Coaching Clinic: Grow Your Coaching Business & Master Coaching Skills 70

Transcript
Angie:

John.

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John: Angie,

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Angie: I have some great news to share.

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John: you're pregnant.

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Angie: Oh.

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no.

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And if I were, we wouldn't be

having this conversation, we would

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actually be receiving some type of

funding because I'd be a world record

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holder or something miraculously.

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John: be, it would be pretty miraculous.

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Well, have you finally done that

thing that you've been wanting to do?

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Angie: Hmm.

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I am not quite sure of what you

speak, but I like the sound of it.

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But no, actually, I received a

message from someone that has been

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a listener of our show, and they

shared some great feedback regarding

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their own coaching challenges.

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And guess

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John: Oh, okay.

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Angie: Guess what the overall focus was.

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John: Oh, well, based on your excitement,

I'm not even sure I can guess.

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Angie: On Jay, give it a shot.

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John: Oh, you twist my arm, Angie.

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all right.

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what, what is it, what type of

coaching they want us to focus on?

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Angie: Nope.

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John: who their ideal client is?

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Angie: Nope.

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John: Oh, God, this is, this is hard.

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I give up.

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Angie: Okay.

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It is the age old challenge.

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Every single one of us faces as

coaches, and it's really on how to

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create an actual coaching business.

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A business

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John: you are talking my language.

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That sounds like a great episode.

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Let's get onto it and

deliver some insights.

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Angie: Sounds like a plan.

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It's great to come back to this.

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You and I have talked about

this, but we started our show,

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what, almost two years ago.

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John: Yeah, I think maybe

things have moved on.

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We might even have some new

insights that we didn't have then.

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So yeah, I'm looking forward

to this conversation, Angie.

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And yeah, I think it's a super

important one for coaches.

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Very, very relevant.

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And we were just talking about this not

that long ago, about how some people

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just think, oh, it's gonna be super

easy to start my coaching business, and

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everything's gonna be sunshine and flowers

and butterflies, and all that good stuff.

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And then they get into the real reality

of it, that it's actually not that easy.

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Angie: Yeah, and I think that, okay, so

logically, I believe that most people who

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transition into, solo entrepreneurship do

want, have a basic understanding or , an

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expectation that it's going to take work.

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And they're not afraid, of putting in

the work to do all the things that we

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do to prepare, whether it's, creating

a website, who am I talking to?

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Do I have a brand yet?

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I don't think that's the part

that challenges people as much as

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once they are in it and they sit

at the desk and they go, oh look.

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Look at my website.

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Look at my LinkedIn profile.

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Look at my.

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all the things that I'm

doing all the things, Angie.

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I'm doing the right things.

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I'm showing up, and then they kind

of sit there and go, but now what?

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the phone isn't ringing, so to speak.

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John: Yeah, I do.

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I do still think that there are

people out there who just think, all

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right, I, they see this appealing

program, become a coach, have your

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own business, all that kind of stuff.

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It, and, and they make it look super easy.

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They do that, they go through the program.

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Maybe finish it even and and then

set up their business and then

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thought, eh, hey, what's going on?

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This is, you said this was

gonna be easy and it's not easy.

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Where are my clients?

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Where, why is this not super simple

that people are doing a five day home

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study course or going, maybe I'm going

away for a weekend intensive in coaching

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and thinking that they're ready to

start helping people transform their

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lives and to have this, huge, wonderful

business and the stars will align and.

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I hope it happens.

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For some people it must, I guess it must

just, statistically, some people just

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wish into success and you may even see

who they're and think, ah, bloody, I know.

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Why isn't that happening for me?

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And yeah, I, that can be

very disheartening as well.

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But for the majority of us,

it's gonna take a lot longer.

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Angie: Well, I think yes, and, and so,

yes, to your point, and I didn't wanna

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minimize it, it is that, what you, you

still have to understand that there's

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going to be that challenge of what

happens, even if a lot of people are

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from a professional space, they might

even say, oh, and they think quickly.

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I know five people that I could talk

to that I know that can get me in

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with their company or with people.

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Or, or, or, or, right.

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But the reality is when you

start making these lists of

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where do you start as a business?

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You get set up, you decide what

you wanna do, how do you wanna

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coach, who do you wanna coach?

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And if you still have questions

about that, you should be reaching

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out to John or myself, because we

wanna hear that from you as well.

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At the end of the day, managing

your expectation as I feel

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is the key to your success.

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You're not managing your expectations.

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You can get very turned off.

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You can, you start to

feel, look at you smiling.

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What?

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John: I, I just have to

be honest about something.

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Here's the thing with man.

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When it comes to managing

expectations, we all know this is true.

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The queue for comforting lies is a lot

longer than the queue for harsh realities.

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Right.

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And this is, this is just the truth.

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Nobody wants to be told upfront, this

is gonna be a heck of a lot of work.

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You are really gonna have to

get your hustle and grind on

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to get this off the ground.

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Nobody wants to hear that.

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That's not appealing.

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We want the add water, and mix

solution that we instant, instant

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dessert or whatever it is, we don't

want to have to wait for these things.

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But I think some of this does

end up coming down to why, what

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are you getting into it for?

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Are you getting into it?

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Because it seems like a low barrier

to entry and it seems peop other

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people are making money with this.

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Or are you getting into it?

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Because maybe you have experience,

you've been doing some coaching, you

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have a passion for this, you want to help

people make a difference, help transform.

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no that you're getting into it for that

you really care about this and you want

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to make the difference in the industry.

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But I think there's are two different

things because if you have a really

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strong why, why you are doing this,

that's gonna pull you through some of

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the challenges and obstacles that are

gonna inevitably come up in your way.

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Then you will get through that and

you won't be so put off by hearing

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that this is gonna take work, and

this is gonna probably take longer

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than you would prefer, but it will

be absolutely worth it when you do.

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Angie: Well, here's, but here's my thing.

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I said this to you earlier

today, but getting started.

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Is not a final destination for people.

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I think that there is, and I've had

this, I had this mindset at times where

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it's oh, if I can just get to this

point, which is gain traction, right?

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Dig, dig into something and

go, oh, I have my footing.

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I can start.

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And I don't know what that

start looks for everybody.

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It could be one great client

and you just feel good.

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And I am a very strong supporter of.

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Go strike while that iron's hot, while you

feel really super confident and excited,

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and dopamine is all over the place.

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'cause you've got a new client.

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Keep going because here's the, to the,

You don't do this one time, you do

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this over and over and over and over.

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It's not this singular thing that happens.

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Let's discern for a minute.

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Yes, you might wanna get the website up.

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Who do I wanna be?

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Who do I wanna talk to

and decide all that?

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That's many other episodes, right?

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We can break each of those

down into its own right?

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And we have, but we're gonna start

revamping and revisiting some of our,

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our previous content because it's time.

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Things have changed a bit.

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But anyway, but once you do it, the

expectation that you need to have is that.

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You are always going to be grinding,

always, and hopefully as you grow through

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the process, you learn what to do, what

not to do, what works well, what doesn't

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work for yourself so that you're not,

that you're easing the, the way maybe

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in, in how you're doing the chase.

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But business, the goal of business

is not to, Just maintain or get

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to cruising altitude, right?

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How many clients, like to your point

about the why, if you say, well, I

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want and or need to make $300,000 a

year as a coach, you need to have a

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conversation with a professional to not

saying you can't do it because there

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are people doing it, but those people

are so few and far between because.

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ha they have maybe the

ability to stick to it.

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Do you have, funds to carry you through?

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But I think the big point that

we're talking about today is the

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mindset going into it that somehow

it's easy and it's not, and.

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What is it that you're offering?

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The competition is even more fierce

than when John and I started the

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podcast almost two years ago.

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The competition Yeah, the statistics.

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Oh, which will bring us to something

we'll talk about next time,

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but I almost went there, John.

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I'm sorry.

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John: Almost, almost,

you almost, spoilers.

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Spoilers.

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but I look at it this way, your,

your coaching business when

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you're getting started is, is

this should be your big rock.

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This is the big rock that you have

to roll up a hill and try and get it

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over the top of the hill so it starts

getting some of its own momentum.

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But along the way, you're gonna be tempted

to pick up other rocks and pebbles and

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everything else that will slow you down.

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And if you let them or, or get dizzy

with the stuff that's just busy,

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rather than moving the needle for you,

that's all stuff that's gonna slow

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you down to a point where you may even

find that your big rock is rolling

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backwards rather than towards, towards

any kind of momentum in the future.

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And the further away your

objective, your, your goals get

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from you, the more disheartening.

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Back becomes as well.

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The harder it is to keep going with it,

the more likely you're just gonna call

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it quits and say, oh, I can't do it.

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It's too hard.

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It's like, you can do it.

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You just haven't done

it the right way yet.

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Angie: Well, there is, one of the

things that this person shared is,

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being flexible and experimenting,

learning that they can't just show

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up and go, this is what I'm offering.

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Guess what?

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If the market isn't responding,

you need to really think about

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what it is that you're offering

and how you're presenting it.

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There again, there's so many

components to it, but I think that,

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she, this person talked about kind

of even getting a little stuck.

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I think the word she used

was comparisonitis, and

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I think we all do that.

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John: I love that.

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Angie: Yeah, it's a great word.

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It's like, hey.

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And I think it's hard for us to all

not look and do that because everybody

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wants to influence on some level.

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And being a coach, you are an

influencer, even if it's not in

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the, way that is meant nowadays.

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But you do have to be able to set

yourself up for success, I think.

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Right?

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If we had something to offer back are way,

you decide you wanna do this, you wanna

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be a professional coach for as a living.

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How are you setting

yourself up for success?

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And there's probably a checklist out there

that should be, that we should utilize.

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John: Maybe we should, maybe

we should look for that.

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Oh, create it.

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here's what I'll say.

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having coached many people over the years,

people who've, in one way, shape or form,

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been moving into personal professional.

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Development areas, coaching,

speaking, and otherwise.

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from all those people, I've often found

this to be the case that very often they

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have an idea about what they want to

take to market and how they want to help

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people as like, this is what people need.

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I've got what people need.

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But you may not have what

people are what they want.

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You may have what they need, but you may

not have what they want or you're not

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offering them actually what they want.

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It has to have the packaging of selling

them what they want, the problem

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that they recognize they have in the

language, that they understand it,

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and then, then you can give them what.

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You feel that they need, but you do

have to make sure that you are serving

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a market, you are doing something that

solves a problem for people and helps them

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progress and develop a problem the way,

and maybe also goes more general beyond

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that as well, because coaching often does.

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but that's really where it has to start.

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You can't just be, oh, well I

put this thing on the market.

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I make it available for people.

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Everyone's gonna come and buy it.

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If you haven't got all these bits

figured out, it's just not gonna happen.

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That that sort of field of

dreams mentality isn't real.

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It's fantasy land.

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Angie: Well, and then what happens?

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We become disheartened.

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And, and here's the thing.

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We do have to be able to have a

conversation with ourselves about is

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it that, I'm not really putting it out.

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I think that there's this, this

misconception that I have such

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a great idea, I'm coming at this

differently than everybody else's.

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And if I just put it out there on socials.

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And socials of choice, depending on your

demographic and where they belong and when

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you do things and all, et cetera, right?

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just thinking that, oh, it's

gonna, the phone is gonna

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start ringing and it doesn't.

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That's an expectation, number one.

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Number two, at some point,

is it really a great idea?

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You have to be able to have

that conversation with yourself.

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I'm not getting anything.

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What's the, what, what

should I be looking for?

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What is a realistic goal to

have so I can set realistic

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expectations and not, be impatient.

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Right?

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With you're starting something

new in a very flooded, some very,

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not everybody's not running off

to become an attorney, right?

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They're just not, but.

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But very most, if not every industry.

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Is funneling into how, how I can

teach people how to do this or how

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I can coach people in this field.

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I noticed that there was

a, a gap that needed to be,

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that needed to be, connected.

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And I'm gonna do it.

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I'm gonna be the one.

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Even if you have the greatest of

concepts, you do have to give things a

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minute, and that minute's really gonna

depend on you and your opportunity.

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How long can you go without a paycheck?

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Just asking.

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John: That actually become

relevant when you're starting off.

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how much of a buffer do you

have financially to be able to

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put time and effort into this?

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how long have you got Before

you would have to stop trying to

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build the business basically if

the income's not coming through.

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But lemme say this as well, there is a

reason why, and this isn't just coaching.

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most businesses fail before they've

even started, which is that most people

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aren't willing to do the foundational

work, the research, the checking out

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that people actually do want what

they're offering, the pre-selling, if

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you like, as speakers, we can pre-sell,

a talk before we've even written it.

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As coaches, we can pre-sell a coaching

program before we've even created it.

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Because we want to be able to check

that people actually want it before

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we go through all that process

of creating the huge program,

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the website and everything else.

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bells and whistles and anything

else that goes with it.

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And then finding out after all

that, that nobody really wants it.

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So many businesses just do that.

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Start the business.

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The clients will come.

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Of course, people want it.

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I would want it.

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Yet there's something missing.

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It's because you haven't

done the foundational work

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before starting the business.

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You just decided to go into it,

good for you, ready fire and

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ready fire, aim and all that.

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I'm all for that,

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Angie: Fire, aim.

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John: but there is something to be said

for foundations because one of the other

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things that I see people then doing,

I've done it myself, I'm not, I don't

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judge other people for doing this.

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This has been one of my biggest

challenges, in coaching.

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Is aiming for the high level stuff

before you have all the other

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foundations of your business, before

you've really built up a solid business

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in the first place thinking, well, I

need to be on all the social medias.

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I need to have all the podcasts.

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I need to have all the videos and

articles and all of that, and you're

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trying to, and books and whatever else.

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And you have to have all of that before

that, that's gonna bring you the clients.

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Well, it's, it, it's not, it's not.

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If you don't have all the

foundational stuff done first.

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Angie: Right.

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And I think becoming a professional

student is a great way to divert

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ourselves from actually having to do

the work that really needs to be done.

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And we feel, unfortunately satisfied

because we feel like we're actually

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working and we are doing the work in

that moment of, and I just, you know,

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I've talked about this on several of

our, Recordings that if that's just

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not true, I'm not even gonna say that.

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There aren't people who I,

I don't wanna call it luck.

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I would say get lucky slash have a

really great sphere of influence that.

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We'll actively help promote them or

utilize them and give them a very strong

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foundation from which they can work.

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But that is so rare.

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It's just rare that that will happen.

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So if you have that, you might be

the exception to this conversation.

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And of course we buy

off on that sometimes.

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It's who you know and not

necessarily what you know.

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But at some point, even that is going

to go away and you have to be able

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to arm yourself, prepare yourself

what's going on in that market.

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It's like any market.

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What is happening?

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How are people getting, new gigs?

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I would tell you that even on LinkedIn,

which is the standard, if you wanna

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do professional coaching, speaking,

it's like, Hey, come here and do this.

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Show us.

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There's so much of it now.

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It's almost like I need to go to cable.

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I can't stand the commercials anymore.

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Ha ha.

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Right?

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1990 something that dating myself,

but do you know what I mean?

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even then, you're not even safe from it.

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I'm not saying it's not

necessary, don't misunderstand.

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But you need to make sure that you're

not just doing things to say, oh, well,

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I have some posts going out on LinkedIn.

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I am actively working on Instagram.

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Well do the research for

the soap operas, right?

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Soap operas.

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They, they happened, they became a thing

and because that was when companies

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said, Ooh, our client is watching these.

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This is where we're gonna plug

in our soap, our this, our

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laundry detergents, all of those

things that this person needs.

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So you do, you can't forget.

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Strategy.

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Don't just plop it out there for one

example and think, all right, well,

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I've done everything that I can do.

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John: A hundred percent.

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I come, come across this

so often with people.

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I work with Angie and people who reach

out to me, often with the same kind of

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issues, but they see bigger names doing

all things, being all over the place.

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So, and well, they have teams

of people doing all of that.

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they can.

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They can do that.

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They're already at a level of

success wherethey're pretty well

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known and they can be everywhere.

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But it's far better for us to focus in on

one channel for building up our audience.

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one social media channel where we know

our audience is if you don't know who your

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audience is or who your potential clients

are, or where they, where to find them.

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You are gonna have the hardest

time getting any clients at all.

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Angie: Well,

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John: So I think it's

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Angie: goes back to the wide ca?

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Yeah.

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No, and that goes to the wide, let

me cast the mind, the mindset for

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many, and I'm not saying that was

this person that wrote in, but.

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It was, let's cast the widest net.

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This way I can catch the most fish.

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Well, remember that when you're

looking for a specific catch,

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you need to use specific bait to get them.

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And I think that's part of this.

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I think it's not justif you're going

to set expectations for yourself,

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where are you even deriving those from?

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Where are they coming?

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what is the expectation?

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And I didn't ask this person

that question, but what's, what

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is, what was your expectation?

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How did it affect your movement forward?

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Did it stop you in your tracks?

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Did it create procrastination?

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did it make you say, I don't just, I,

I need to just go run and get a job?

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That may not be the, it may be the

case, but it may not be the case.

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So again, I

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John: it makes so much sense in

one way that you would look at what

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other people are doing that seems

to be working for them and copy

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that, that makes so much sense.

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but you do also have to look at what

ends up moving the needle for you.

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What ends up making a difference,

because it's very possible and kind of

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relates to everything we've just been

talking about there, that you can fill

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all of your time up, fill all your days

up and being very busy, taking lots of

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action and you're taking lots of action.

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You think, right, I deserve the clients.

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'cause I'm taking lots of action.

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This is the law of reciprocity.

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The universe will give me why?

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Because I've been working so hard

and then the clients don't come

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and they're like, what the heck?

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What's going on?

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Because you're not doing the

actions that are moving the needle.

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You have to track this stuff.

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Most coaches don't.

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I, I've been super guilty of that

through my own coaching journey.

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but if we are really honest with ourselves

and if we really tracked, are we doing

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the stuff that's moving the needle,

that's getting us results, A lot of us

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are not, a lot of us are being busy for

the sake of being busy or we're reaching

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:

too high to the stuff that we are not

ready for yet without actually having

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a solid foundation of a business, like

a client, a client list, and enough

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income coming through to take care of

ourselves, our family, or whoever else.

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That has to be a first priority

with your coaching business.

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Get the clients coming in.

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Angie: It is the only

thing, it is your only job.

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Your job is to get paid.

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Your job is to make this into

a living, into a business.

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And you do have to do that a certain way.

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So for example, if you open up

a clothing store for infants

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only, You definitely don't wanna

necessarily be around the other.

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:

if you look at a mall, which I

know malls are becoming obsolete.

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They're getting knocked

down left and right.

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I'm just saying that if you look at

malls, most of the time they're very

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strategic about where the juniors are.

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those stores are all in one space,

so you don't have to go, they, the

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:

mall wants you to make money so

they can take more money there.

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:

Being strategic about the

placement, it is advertising.

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:

One store advertises for another.

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So you need to make sure

that you know where you sit.

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You're be, you're able to have

the right conversations with the

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:

right people, using the right beat.

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That's the bottom line.

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So many levels to this

that we can go into.

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:

I think the biggest shift has been,

though, since we started recording,

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:

is that it has become an even more

coaching, speaking, personal development

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:

has become an even greater competition.

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:

because people are, the,

it's, everything's shifting.

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It's shifting globally.

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How we earn, how we work is shifting.

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:

And you can't just go in and, and the

thing that you said earlier is you can't

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:

just look at people who are doing it.

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:

Yes, it's great to say,

oh, I wanna do that.

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:

But you don't know how long

it took them to get there.

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:

You have no idea what that looked like.

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So it may look easy to your point, John,

but that doesn't mean that it just oh,

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:

I came up with this great concept and

look, here I am, I am so successful.

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:

I'd love to get my hands

on, any big influence.

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:

Any, some, anybody in the personal

development field that is a

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:

well-known name and say, what

were your greatest challenges?

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:

And I don't mean in the beginning.

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I mean, what is your

ongoing greatest challenge?

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What is the challenge

that will never go away?

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Because I would, I would venture to

guess that it's no different than what

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:

we're talking about is how you keep

it going, gain the traction, find the

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:

right space, and then keep it going.

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John: I think there are

still three main paths to.

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Bringing in clients, and I think

one of them is speaking, one

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:

of them is speaking on stages.

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That's still a great way to bring

in clients on the right stages.

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One of them is, one of

them is social media.

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:

Undoubtedly that's very useful,

but in the right way and the

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:

so many different things.

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:

They're like, not.

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And those are not just social

media, media in general.

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:

Media is still very powerful.

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So I think we, I would maybe just wrap

that all under media, that you might

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:

wanna split that for yourself into social

media and, and mainstream media as well.

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:

'cause there are general differences

in accessibility especially.

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:

but the other would be

paid, paid advertising.

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:

That's still, still a, a very valid

way of moving forward for those

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:

who have the budgets to do that.

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:

beyond that, ongoing is making sure

that you set your business up with

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:

referral systems so that your clients

are referring you as well because they

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:

are the best testimonial for and they're

the best representation of your business.

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:

personal recommendation, word

of mouth is always gonna be

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:

the most powerful advertising

advertising tool that you can have.

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:

Angie: I agree.

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:

Definitely.

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:

Well, I think we hit on

so many things today.

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:

I think you and I should be

making a checklist, by the way.

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:

John: do it.

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We'll, we'll work on that.

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:

We'll

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Angie: We'll work on that.

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:

But yeah, so thank you to, I, I told this

person that they would, you know, remain

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:

anonymous, but I am so grateful for the

input and would look forward to hearing

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:

more from anybody that would just like to

ask a question or just share experiences,

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:

that we can bring, bring forth to these,

these, recordings that we're making.

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:

There's great value in that.

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:

It means you're listening,

you're hearing us.

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We love that.

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Fabulous.

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:

John: We, we absolutely do.

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And so next, next time we are gonna

come back and have a bit of a chat about

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:

something that's going on for a lot of

people right now who are involved in some

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:

of these bigger coaching companies who

are finding things are not going so well.

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:

Well, we wanna help you out a bit.

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:

We wanna talk about things you

might wanna be considering.

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:

Definitely follows on very nicely

from this episode, that you might

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:

be thinking, I need to sort some

other things out now because there's

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:

just not enough work coming through.

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:

Well, that's what we're

gonna get onto next time.

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Alright, so I look forward to that.

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Hope you'll join us for.

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Angie: Bye for now.

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About the Podcast

Coaching Clinic: Grow Your Coaching Business & Master Coaching Skills
Where coaching skills meet business development.
The Coaching Clinic is the go-to podcast for new and experienced professional coaches who want to grow a thriving, sustainable business and get better results with clients. Hosted by veteran coaches John Ball and Angela Besignano, this weekly show delivers actionable coaching strategies, business-building insights, and real-world tools to help you attract clients, master your craft, and scale with confidence. From powerful client conversations to group coaching design, sales, mindset, and marketing—this is your backstage pass to what really works in coaching today.

About your hosts

John Ball

Profile picture for John Ball
From former flight attendant to international coach and trainer, on to podcaster and persuasion expert, it's been quite the journey for John.
John has been a lead coach and trainer with the Harv Eker organisation for over 10 years and is currently focused on helping his clients develop their personal presentation skills for media and speaking stages through his coaching business brand Present Influence.
He's the author of the upcoming book Podfluence: How To Build Professional Authority With Podcasts, and host of the Podfluence podcast with over 150 episodes and over 15,000 downloads John is now focused on helping business coaches and speakers to build a following and grow your lead flow and charisma.
You can now also listen to John on The Coaching Clinic podcast with his good friend and colleague Angie Besignano where they are helping coaches create sustainable and successful businesses, and the Try To Stand Up podcast where John is on a personal and professional mission to become funnier on the stage and in his communication.

Angie Besignano

Profile picture for Angie Besignano
With early beginnings as an entry-level manager in the sales industry, Angie has spent more than 3 decades building her knowledge and expertise to create her master coaching and speaking brand, AngieSpeaks. After climbing the professional ladder, she started her own company and decided to focus her practice on High Performance Coaching. In doing so, she challenges individuals to elevate and grow, no matter what level they are at currently in their personal or professional lives.
Angie has created a strong following through her “tough” but “pragmatic” approach and challenges her clients to find the space that is holding them back the most. In doing so, their outcomes not only compound, but take root, so that results can be permanent. The tools she provides work in the “real” world and show up in their first interaction.
Angie has an unwavering passion toward the journey that fosters a true transformation for those that work with her. She delivers her content and speaking engagements with an authentic enthusiasm and curiosity that creates trust and rapport, allowing for a heightened experience.