The deepest purpose of business is to solve people’s problems.
The secondary purpose is to solve the problems that get in the way of solving the market’s problem and delivering the solution.
Its the creation of the right keys, to unlock the right locks, to open new doors to greater possibilities.
And in the coaching space, it is no different.
Coaches have to be obsessed with their clients, their problems and solving the problems they face on the journey from their frustrations and fears, to their wants and dreams. From pain island to pleasure palace.
Their transformation.
But there is a difference between coaching, facilitating and educating that most other industries don’t have to deal with.
You walk the same journey alongside each client, over and over and over.
And so, unlike other industries, they don’t just have a client journey that they have to love.
There is one other journey,
The coach’s journey,
We walk the path, too.
As a coach you must be inspired by the trials and tribulations, the frustrations and pains, that YOU will face and go through, being the guide on your clients journey and transformation.
If you are only inspired by the results, your whole business will be a massive stress and drag.
You will get moments of fuck yer, preceded by long periods of ‘eeeerrrrrr’. It will feel like you are dragging a B Double truck bogged to the axles in mud, just with a rope and your physical body. That’s how heavy this business will feel.
Imagine if the Sherpa who guides people up Mount Everest, was only inspired when he got to the peak, he would be miserable over 99% of the time.
I once had a client who built a high 6 figure coaching business. He loved the results he helped generate, and he loved his clients BUT hated the journey he had to go on alongside his clients. His work had meaning and helped a lot of lives, but he was miserable.
He created and destroyed this business 2 times, until he admitted that it was his journey as the coach that was unaligned. He then decided to help the same people and get a similar result in a completely different way.
You have to love the path, the client you are walking with and the destination.
So if you find that as a coach, you love your clients, you love their journey, you love their transformation but you are resistant and avoidant of what you have to go through to help them get there, then it is time to take a deep look at your business and your perfect problem.
Your inspiration could be a slight adjustment away or require a whole remodel and restructure of your programs and delivery.
Either way, it may be hard or maybe easy.
But what I know is, that it is not as hard as getting up and facing a business that feels like a drag every day for a few moments of woohoo!
If you need help with this, just reach out.
Until next week,
Keep Smashing Growth Ceilings,
Justin Wiseman
