12 Things I’ve Learned in 12 Years of Business as a Life Coach
Today marks the 12th anniversary of the day I hung out my shingle and started my coaching practice back in 2006. It’s been a long and winding road, that’s for sure, but overall, it’s been amazing.
To mark this occasion, I thought it would be fun to share 12 lessons I’ve learned about myself and about business in those 12 years as a life and business coach, speaker, and author.
Lesson #1 (timestamp 0:45)
I’m a guide on the side, not a sage on the stage — and I’m totally good with that now. I’m not in the business of making a bunch of mini-mes — I’m in the business of helping other change-makers get out of their own way so they can get back to the business of changing the world in their own way.
Lesson #2 (1:20)
Ain’t no shame in having a side hustle to fund your dream. Selling empty boxes at The Container Store provided me the financial oxygen I needed to get my coaching practice up and running. I’m forever grateful for that experience — and I sure do miss my 40% discount.
Lesson #3 (2:20)
The more I poke fun at woo-woo beliefs like the Law of Attraction, the more woo-woo clients I attract into my world. This constantly amuses me…and I adore the irony.
Lesson #4 (2:35)
You have to ask for business, consistently. Otherwise this shit is just a hobby. People aren’t going to find you, read your sales pages, and just send you money because you’re cute and seem to know what you’re doing. You’re gonna have to roll out the red carpet repeatedly and invite them to take part in your work by asking.
Lesson #5 (3:12)
Perfectionism is NOT a badge of honor. It’s a socially acceptable crutch that keeps you from putting yourself out into the world. My B-minus work can change lives, so done is better than perfect. I can always polish it later if necessary.
Lesson #6 (3:37)
I will never again be pressured to charge astronomical prices for coaching because the industry says to “charge what your worth and don’t apologize for it.” {gag} I can’t charge what I’m worth. I’m priceless, baby. My coaching program’s price is not a reflection of my self-worth — it’s a valuation of those 9-weeks of coaching services and content for my target market. Don’t get it twisted.
Lesson #7 (4:01)
Step away from the infocrack. Early in my business, I was more of a student of entrepreneurship than an actual entrepreneur. That’s because infocrack is so delightfully addictive. Get off that sales page until you’ve fully implemented the last piece of infocrack you invested in.
Lesson #8 (4:32)
I’m much happier and successful now that I offer one really powerful and comprehensive coaching service than when I offered 17 different products and services to choose from to try to make everyone and their brother happy. Essentialism for the win.
Lesson #9 (4:58)
Today also marks the two-year anniversary of my book on Hilda. Writing a book was painfully challenging for me, but totally worth it. In retrospect, I’m so glad I waited 10 years to write my first book despite repeated pressure to self-publish as soon as humanly possible. This not just another vanity project or a glorified pamphlet like many of my colleagues have produced, but a legit book — the quintessential manual for stopping Hilda in her tracks. I’m so proud of my book. Learn more at http://hildathebook.com
Lesson #10 (5:47)
Compare = Despair. I don’t need to work to be more like so-and-so. I am at my best when I keep my eyes on my own paper.
Lesson #11 (6:06)
New level, new devil. Hilda never stops trying to sabotage our success. Every time I achieve a new height in my business, she’s there with new material designed to torture me. She’s got to get more creative and clever to hold us back though. The key is to shorten the amount of time she slows us down until her naysaying becomes something that no longer affects our next big thing.
Lesson #12 (6:44)
Devoting the rest of my professional life to making Hilda a household name wasn’t what I wanted to do at first, but it was absolutely the right choice. I fought this idea for a long time because I wanted to be known for something more positive, like say Audacity, not the inner critic. But it is the best move I could have made. I love my work.
Your Turn
What are your lessons from being in business so far? Share in the comments.
Thank you for helping me with my mission to make Hilda a household name. #HildaMustBeStopped
P.S. Don’t miss the bloopers at the end of the video featuring my wife, Meredyth, participating in this shoot off camera. (7:48)
