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Episode 87: Creating A Vision For Your Coaching Business

Any time, but especially now, it’s a good time to review and revise your business vision. 

This episode explains two vision traps to avoid, and two steps to creating a compelling, inspiring, get-me-out-of-bed vision.

You might be asking – why write a business vision, and further, why would you revise it? 

Well, because your vision is a clear and vivid image or statement describing where you want to take your business and what it will achieve in the world.

It’s the thing that gets you excited. It’s a get-me-out-of-bed statement that inspires you to persist, no matter what, to overcome any obstacles that come up.

It is the outcome you seek to create, therefore your vision creates a framework for setting specific, actionable goals.

And of course, your vision may change over time, so you need to review and perhaps revise it from time to time – especially when your life and/or circumstances change.

A vision is SO important to your business because strong emotions are what drive us to persevere and what cause our customers to buy.

We need to create business vision statements that are aspirational, motivating and speak to a purpose that is bigger than ourselves.

A vision is SO important to your business because strong emotions are what drive us to persevere and what cause our customers to buy.

To get it right you need to reflect on your why – your values-based motivators; your deeper purpose, and what lights you up emotionally and touches your heart.

As you can guess, it takes some work to uncover these things. 

And that is probably why I see a lot of business owners struggling with creating a business vision – because they aren’t sure how to peel off the layers to find and explore their values and purpose.

So today I’m going to walk you through a process of defining a business vision so that you can firm that up and then, as a result, start to set and achieve meaningful, realistic goals.

I want to help you to create a vision for your coaching business that is realistic, meaningful and purposeful, so you can work every day on purpose.

Vision Traps

Before we talk about creating a business vision, I want to point out two main vision traps that people fall into. This will help you to understand why you might be getting stuck with your business vision.

The first main trap is the ‘looks good on paper’ trap.

If you’re like most people, you think that you operate and make decisions from a position of logic.  

In this case, rather than digging into what’s important to you and why, you are simply using your logic to examine some superficial facts about yourself and using those as your basis for creating a vision. 

Vision traps can happen to anyone who lives in a world of shoulds, or who isn’t that connected with their emotional side or values. Maybe you’re not sure if what you’re thinking is ‘right or not’.

Here’s an example.

Let’s say that you have had experience as a personal trainer, so it seems logical that you would set a business vision that builds around your skills in those areas.

For example, you might say to yourself, ‘I’m a personal trainer, so my business vision is that I want to help women in their 30’s to be fit and healthy and to have strong bodies that look good in a bikini.’

And let me just say – this is totally fine if that’s truly meaningful to you.

BUT maybe in your heart, you want to work with women who want to be consistent with going to the gym because they are struggling to manage stress, and they aren’t eating well or exercising as a result – and that’s meaningful to you because you’ve been in that situation yourself and it felt awful and out of control..

What I’m saying is this – If you looked a little deeper into what is truly meaningful for you, you might uncover that deeper sense of purpose, the stronger values behind the work, the bigger reasons for you to take action no matter what.

Think about how very different those two business visions might be – one around helping people to exercise, and another around helping people to manage their time, responsibilities and their minds.

The key message here is this: your past doesn’t necessarily dictate your future.

You get to choose a business vision that is meaningful and purposeful to you, in simple terms – it’s heartfelt

Sure, it may draw on any of your life experiences, skills and qualifications, but not necessarily the most obvious.

The second type of trap is the ‘this is working for other people’ trap.

It is similar to the ‘looks good on paper’ trap that I just described.

The main difference is that in this case, you’re not sure what you want to focus on, so you look at what others are doing and try to do the same thing – because it’s working for them, so it must be the right thing to do.

Notice once again how your logic is jumping in and taking over from the heart. Perhaps you are afraid of failing, or you’re unclear, or you aren’t backing yourself.

The same thing applies as for trap #1 – you need to get in touch with your feelings.

I am NOT trying to be your therapist here – just to explain what you need to do instead of using logic to define a vision.

And, I do want to say that yes, it can be useful to look at what others are doing to help you get perspective and ideas, and to help you to define what you like and don’t like.

But a business vision is a very personal thing and you probably won’t find that same level of emotional connection to someone else’s vision. 

Now that you’re aware of the traps, do either of them resonate with you?

Or are you really in tune with your heart and higher purpose, and working to that?

If you’re stuck and need help, let’s go to the next part – my process for helping you create a business vision that compels you to take action and persist.

Step 1 – Getting Clarity on Your Vision 

To clarify on the values behind your business vision, or the main areas you wish to focus on, I invite you to zoom out of what you think you know about yourself and start asking yourself some thought-provoking, coaching style questions, with a very open mind.

Here are a few of my favourite questions that can help you connect to what’s most meaningful and authentic to you.

  1. What did you love to do as a child when you were playing?
  2. What is your struggle to success story with your own health and wellness?
  3. What are your strengths and how have they helped you to change habits or maintain habits more easily?
  4. Who sees you as a role model, and why?
  5. What is your passion area of health and wellness?
  6. What really irritates you about a specific area of health and wellness?
  7. What do you feel is lacking in a specific area of health and wellness?
  8. What do people need more of? Why is that?

Using the previous example of a personal trainer creating a business vision, going through these questions might uncover things like:

  • You always struggled with body image
  • Your role model was Oprah – and you could relate to her yo yo weight struggles
  • You are passionate about helping women accept themselves and feel strong, without needing to turn to food
  • You are irritated about the unrealistic body imaging out there in the media
  • You feel that self-compassion is missing from the gym environment
  • You feel that the current advertising around gyms is disempowering and could speak more to strength, confidence and personal power
  • You want to help women to feel more confident about exercising in gyms so that they can be their fittest self

So as you can see, when you ask yourself for your opinion on things, your values are revealed in that conversation and you can uncover some more emotive statements that could be used to create a powerful, inspiring vision.

This exercise is a great starting point for creating a new business vision, or to clarify or test the relevance of your existing business vision.

Step 2 – Going Deep

To make sure you have gone deep enough into your values and motivators, you can use the Five Whys exercise.

This is really simple – it’s about digging deep to explore what’s behind the things you want to do or achieve.

It’s great to do this as an exercise for either a new business vision or an existing one – it is a reality-check that the vision truly represents what you feel, believe and stand for.

Basically, you look at the vision you created and ask yourself why five times in a row.

Those are all why type questions that might reveal values.

Here is an example to illustrate how it works.

Let’s say your business vision is to inspire women to feel confident about exercising in public so they can be strong, fit and confident role models in life.

Now you can use the five whys to see whether that really does matter to you, and what the values or motivators are behind that.

You’d first ask yourself – why is that important to me, personally?

Maybe you want to smash society’s body image issues and right the wrongs of the media.

Then ask yourself another why question, like – So what? What difference will that make?

Maybe you feel that if we all had better body image, we’d be more confident in our daily lives.

Then ask yourself something like – why does that matter?

Perhaps you know from personal experience that when you feel good about yourself, you can achieve more and be more and that feels amazing. You feel happier and healthier. Stronger.

Why is that important?

Maybe you feel that women are role models for their kids and peers, they have the power in the family unit, and they have a unique opportunity to end the cycle of body shaming.

You might then ask yourself – What could that create in the world?

And perhaps the answer is equality. Peace. Confidence. More women in more powerful roles, making the world a safer, happier, healthier place.

These are all just made up examples, but I use them to illustrate how you can go deeper into what’s important to you personally, so you can polish up your vision and make it more meaningful.

Road Testing Your Vision

Exploring the values behind your vision is designed to uncover the deeper stuff that is personal to you, so you will probably know when you get it right. 

But in case you are unsure, there are a few ways to road test your vision to make sure it is true, values-aligned, meaningful, exciting and compelling.

1. Read it aloud, with gusto.

Do you feel a swelling in your chest, or goose bumps, or feel a little teary, or hear the word ‘yes!’ in your head? 

Then it’s probably on the mark.

2. Ask a client’s opinion.

How does your client respond to the vision when you read it out? Are they visibly and audibly excited or inspired, does it resonate?

If so, then it’s probably on the mark.

3. Read it on a day when you feel tired and flat.

We all have bad days. And if you read your business vision on a ‘tired, flat’ day – does it perk you up, get you interested and fired up again?

If so, then it’s probably on the mark.

A word on perfection here – it may take you time to get it right. Maybe 3 months, or a year.

It may change over time, as your stage of business, life or priorities change.

And that’s ok. 

Review it once every year as part of your business planning process. And as long as your business vision inspires and excites you, it’s doing its first and most important job.

Then, you are ready to set some goals to achieve it.


Your business vision should be an inspiring, vivid statement that describes what you want to achieve in your business, and why that’s important to you.

A lot of people try to create a vision based on their logical thought processes, or leave their vision on the shelf for years without revising it.

Your business vision should be an inspiring, vivid statement that describes what you want to achieve in your business, and why that’s important to you

Today I talked about how important it is to bring heartfelt emotion into your vision, so that you are truly and emotionally connected to it.

That will bring energy and emotion into your marketing and help you to set relevant goals for achieving it.

Using a process of big picture questions to uncover what you want, and the five whys process to clarify the values behind it, is a great way to create a compelling vision statement for your business.

If you need help with this, visit and drop me a line, we can make a time for a free coaching call to see if this is something I can help you with.

Ready to create an awesome business vision?

You will love the feeling of having the right energy and emotion in your business! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 63: 5 Steps To Increase Your Buyability

I want to talk today about the concept of buyability and increasing your buyability.

Yes, I think buyability is a made up word! 

The concept is about what makes you and your services easy to purchase – so people become willing or even desperate to buy from you.

I want to explore this concept FULLY in this episode so you can do what’s necessary to sort out your services and the marketing of them, to make them compelling, mouth watering and irresistable.

I’ve spent literally thousands of dollars on sales and marketing training.

But it’s the thousands of sales conversations that have taught me the most. 

A person’s tone of voice and body language give more clues about whether someone will buy or not, than any training course can.

To become more buyable, you need to combine the theory of sales and marketing with emotional intelligence and a bit of BQ.

Trust Comes First

The foundation of buying a service is trust. 

If somebody doesn’t like or trust you, it’s highly unlikely that they will buy from you.

That’s why people say marketing is ‘the long game’. 

It takes time and consistently showing up to build trust and rapport and relationship, to lay the foundation for a future sale.

If you try leading with sales because you’re desperate to earn money, you’ll break trust.

Now, here are the 5 steps to increase your buyability. 

Step #1 – Be clear about who you are, who you are not, and what you stand for.

People buy your why. They buy from you because you are similar to them in values, experience, personality or demographic.  

So you must first figure out who you are and who you naturally attract, so you can enhance and focus your marketing to those people. 

Example: My mission is to help mothers to regain their career confidence and get back into the workforce so that they can create independent wealth and feel valued.

Action step: write out your vision. Then, dig deep and find out what drives you. What your bigger mission is in the world. The impact you want to have. 

This will help you discover the values and motivators about your much bigger mission.

Step #2 – Discover the ONE thing that keeps them awake at night, worrying.

People buy when they are emotional or irrational about a problem they can’t solve.  

When you find out what that problem is, you can show people how your service can help them solve it.

Example: I know what it’s like to look in the mirror and loathe what you see. That’s why I created this program – to help you start accepting and even loving yourself as you are.

Action step: have conversations with at least 10 people who are your ideal clients to discover what their biggest challenge is, and the words they use to describe it.  

People buy for emotive reasons, when they have a big problem they can’t solve or a big vision they need help to achieve, from people that they know, like and trust. 

Step #3 – Describe your services as benefits or results they will get, using their own ‘feeling’ words.

People buy results – and more importantly, they buy when the offer you make is clearly and specifically describing the result they think they want or need.  

Don’t assume you know what people want or that you know better. This is actually condescending at words, and ignorant at best. 

Example: In 8 weeks, you will reclaim your get up and go and feel motivated, energized and committed to your fitness. 

Action step: have conversations with at least 10 people who are your ideal clients to discover what their biggest challenge is, and the words they use to describe it.  

Step #4 – Describe who your service is for, and not for.

People buy when they are ready, willing and able to do the work they need to do to get the result they want. 

You don’t want uncommitted people or tyre-kickers. By listing the specific traits of your buyer, you are helping people identify themselves as someone you can help. The time wasters won’t bother to enquire.

Example: This program is for women who struggle with anxiety and it’s affecting their relationships, and they are finally ready to get some help to fix things.

This program is NOT for you if you are unwilling to get out of your comfort zone, or if you have been diagnosed with a mental health condition.

Action step: based on the conversations you’ve had, get really clear on who you naturally attract, are best suited to working with and who is ready to buy. You can use that to create some text to describe who you are and aren’t looking for. 

Step #5 – You will find your ideal client where YOU are.

Back to Step 1 – people buy from those who are similar. Your ideal client is 70 – 80% like you. 

So use marketing strategies and tactics that leverage your skills and strengths.

Example: you hate going on social media and prefer meeting people face to face. Your ideal client will probably also hate social media. 

So stop trying to force yourself to go there, build a website instead, and get out to networking meetings.

Action step: If you have completed steps 1 – 4, you should have a description of what you sell, to who, how they benefit, and who it’s for and not for. Armed with that information, you are ready to start marketing. 

Choose 3 marketing strategies that best suit your personality, learning style and communication skills. Then, for each, define the tactics you will use to reach out to clients. Then make a plan to start doing them through the year.

It is this last step that will generate you a consistent set of leads and sales. You will probably need to treat your first 3 – 9 months as a big experiment and give each tactic a red hot go for at least 6 months to see what works and what doesn’t.

It takes time and consistently showing up to build trust and rapport and relationship, to lay the foundation for a future sale.


People buy for emotive reasons, when they have a big problem they can’t solve or a big vision they need help to achieve, from people that they know, like and trust. 

Usually we buy from people who are like us. 

If you follow the five steps in this episode, you will increase your buyability, because you will more likely connect with and engage with potential clients in places where you both like to meet others.

Ready to work on your marketing strategy?

Send me an email to request more information on a tailored service I offer. If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 14: Be specific

Be specific to achieve more and have better relationships

What does being specific mean and why is it important? How can you use this to your advantage?

Being specific is the difference between a good life, and a great life. You are able to measure what you’re doing and therefore work out how to do it.

So the first way that being specific helps you is when it comes to achieving your goals.

For example, if your goal is to eat a healthy lunch, it doesn’t tell you much. However, if we specify exactly what it is we will eat for lunch, say a healthy chicken and walnut salad with balsamic dressing then achieving this goal becomes more realistic.


Specificity becomes the difference between achieving and not achieving because being specific means that you know what to do and when.

I have a client who is experiencing difficulty managing her work/life harmony. When she is in the flow with her work, she doesn’t want to stop for a break, and so skips lunch, which has negative follow on consequences for her afternoon. She doesn’t want to stop for a break, but knows that a break creates a better afternoon.
The first thing I wanted to explore was the flow. Why was it an endless passage of time rather than a time slot with a defined outcome?

If you plan to finish something in a time slot it makes space to transition to the next thing.

So let’s say you are written a blog on a Monday morning – your goal is to finish half the blog, or the blog research, or the full blog, in the time you allocated. It ties the ending up neatly so you are clear on the end point.

I read somewhere that the difference between millionaires and billionaires is the level of detail and specificity in the goals.

There’s a second important benefit of being specific – you have better communications.

Being specific avoids confusion, conflict and saves time.

I have lost track of the number of times that people I know have ended up in conflict because they haven’t been clear upfront about what they want or what they going to do. For example, someone says they are going to come over and fix your fence. When? You ask. Next week. So you hang around home all week waiting for the fence guy to turn up. The it’s Thursday night and the guy says, oh, I am too busy can we make it next week?

This kind of stuff happens in personal and business relationships all the time.

They have a loose and vague agreement up front and then down the track, they feel hurt, indignant, neglected or ignored – and it’s all because they weren’t clear up front.

Being specific avoids confusion, conflict and saves time.

The third thing that specificity allows is that it saves time.

Have you ever asked someone a simple question and then had 10 text or email messages to find out who is coming or on at what time, because nobody answers the question directly?

Here are some examples about being specific.

I’ll go walking on Tuesday at 5pm for 30 minutes.

I’ll meet you at the shopping centre at 10am, out front of the cafe next to coles.

I’ll spend the next hour doing blog research and will finalise a draft blog plan by the end of the hour.

My vision is to help individuals to be their healthiest selves by eating well and getting their motivation, self talk and self discipline in order.

See how crystal clear those statements are? There’s no doubt or confusion.

This is the approach you need to take if you want to achieve your goals, communicate effectively, to be punctual or to be accountable.

Ready to be more specific?

You’re invited! The Habitology Membership is the perfect tool if you’re truly ready to break old habits and get out of the rut. I encourage you to check it out. Learn more here:

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Episode 5: 5 steps to crush overwhelm in your coaching business

5 steps to crush overwhelm in your coaching business

Have you ever sat down at your desk and wondered what you should be focussing on?

Have you ever felt overwhelmed and struggled to work out how to tackle your to-do list?

Or have you ever snoozed the same task, week after week, because you weren’t ‘in the mood’, or weren’t sure exactly what you needed to do?

These are symptoms of an ineffective plan, and they can leave you feeling frustrated, daunted and ready to vacuum the spare bedroom to within an inch of its life.

A lot of my clients struggle with planning and I have also been there myself.

Yet, plans are important because they are our instruction manuals for work and life. Plans give us a framework and a step-by-step process to achieve the specific results we want.

I used to think I was good at planning, but I realised I was kidding myself.

So, having decided to get off that train to nowhere, I created a foolproof 30-day plan so I could start being more productive and focused, and finally finish work on time.

Now I get more things done AND have energy and motivation left over for the rest of my life!

This article shows you how to use a simple 30-day plan to conquer your world – whether that means saving $500, losing 5kg, getting 10 new clients or consistently exercising 4 days per week.

Why a 30-day plan?

Have you ever wondered how to make a plan that actually delivers the results you want?

Plans usually fail because they’re too big or multifaceted. You might be highly capable, but that doesn’t mean that you can do everything at once.

To get off that treadmill of unfulfilled expectations, you need two things – focus and specificity.

A 30-day plan gives you this.

A short time frame like 30 days makes you focus on realistically completing just one or two things. With a simple and focused plan, you will feel a massive sense of relief – and enthusiasm to start.

Now, here’s how to get started on a foolproof 30-day plan.

Getting in the Mood


Speaking of enthusiasm, planning requires creative thinking so you can work out all the nuances and get the timing and actions right.

Stress closes down creative thinking, so I recommend spending about 10 minutes before you plan to become relaxed, calm, positive and open to ideas.

You could create a pre-planning ritual like exercise, a walk, reading a book, listening to an inspiring podcast, listening to music, standing in the garden or meditating.

Experiment to see what works best.

Creating your 30-day plan

The 30-day planning process is actually pretty simple. Scroll down for the steps.

1. Define one simple, specific outcome

Start by choosing ONE simple and specific result or outcome to achieve within 30 days.

If your end goal is too big or too vague, it’s hard to identify the action steps you need to take to get there, and ….oh, the kitchen floor needs sweeping.

Some examples of simple, specific outcomes are:

  • Earn $500 in your business in the next 30 days
  • Lose 3kg in the next 30 days
  • Publish the home page for my website in the next 30 days.

2. Brainstorm the action steps and allocate time

Being specific is especially important if you lack experience or knowledge in the area you’re choosing to focus on.

Let’s say you want to build a basic website, but you’ve never done it before.

This is the kind of goal that could end up getting snoozed for the next 40 weeks in your calendar, because you don’t know what to do or how to start.

  • Handy hint: overwhelm usually means there are too many things or too many unknowns.

The way to get clarity is to brainstorm all the steps involved to reaching the goal.

This means chunking down the outcome into the smallest tasks possible, then allocating an estimate of time required to complete each step.

Here’s a sample brainstorm of specific tasks to build a basic website for an absolute beginner.

Notice the specificity in each task (e.g. number of people) and the time you allow for each task:

  • Ask 3 IT pros which platforms they think are best (friends aren’t necessarily experts; 1 hour)
  • Research the main steps to getting a domain name (30 minutes)
  • Decide on the platform, hosting and domain name and purchase (15 minutes)
  • Follow the tutorial videos for setting up the site (1 hour)
  • Review text on 3 competitors’ website for ideas (30 minutes)
  • Review notes from ideal clients to pull out pain point and vision words (1 hour)
  • Watch a ‘how to write home page copy’ tutorial (30 minutes)
  • Write some text for the home page (1 hour)
  • Reflect on who you are; strengths, personality traits, vision, do some quizzes (1 hour)
  • Write some text for the about me page (1 hour)
  • Write some text to describe your services (1 hour)
  • Follow a tutorial to load the text onto those pages (30 minutes)
  • Research images sizes required (30 minutes)
  • Upload images to the web pages (30 minutes)

If you get stuck with the brainstorming, ask yourself some logical questions like ‘what would I need to start with?’ or ‘who could I ask?’ or even ‘what would be the next logical step?’

As you can see, brainstorming allows you to see how much work is involved in achieving the goal.

Then, you can more easily decide whether to hire someone instead, or DIY.

You can identify any sticking points that indicate you lack knowledge.

You have clear time frames for completing tasks to avoid dithering and create focus.

With a list of specific tasks and estimated times in hand, you can also work out how realistic and achievable your 30-day goal is and can scale it back if necessary.

For example, you might decide that building a basic website in 30 days is totally unrealistic, so you could scale the goal back to simply choosing the platform, hosting and a domain name instead.

Imagine how good you’d feel if the steps were clear and you felt could actually achieve the end goal?

The truth is, you want to feel excited, motivated to start, and to enjoy the feeling of achievement just as much as you want the outcome.

This brainstorming exercise is how you get all of it.

3. Work out how to measure progress

With a list of tasks in place, you’re ready to make sure they’re all in a logical order.

Then, you can come up with some milestone outcomes and dates so you can check that you’re on track as you go.

For the website example, it might be:

  • Hosting and domain completed by 6th August
  • Competitor research and tutorials completed by 12th August
  • Text written by 21st August
  • Pages uploaded with images by 30th

Checking progress allows you to deal with any obstacles or sticking points so that you can problem solve, change course or get help.

After all, you’re not getting married to the original plan.

To succeed, you need to be agile enough to make changes to your outcome and next stages if it makes sense.

If a milestone event is missed, you can either flop onto the couch in a huff, or you can ask a question such as ‘what can I do to get past this?’

Then you can work out a more realistic end date, get help or change the rest of your plan so that you still win in the end, anyway.

4. Check your excitement levels

Detail can be an energy robber and if you’re learning something from scratch, there are often more micro steps and mistakes ahead than you first realise which can be a bit daunting.

Know that this is ahead and decide how you will handle those feelings. A thought-model is a good start.

But if the overall goal seems awful or unexciting, or is something that fills you with dread, you will probably give in.

I’d suggest altering the goal or choosing something different.

5. Schedule it in

With all that said and done, it’s time to make it happen.

You schedule your action steps into your diary, with only one task per day and plenty of time either side.

For tasks that require creativity, such as writing, make sure you schedule them when you will have the most head space and energy to do them.

For unknowns allow extra time – up to 100% more.

Leave white space in your diary to accommodate overruns in time.

Thatʼs the whole process of preparing, drafting and scheduling your 30-day plan.

Give it a go, see what you learn!

It gets easier with practice and you will start kicking more goals and get more actually achieved, than you ever thought possible.

What if you had a plan for the next 5 years?

Pop your details in below for immediate access to the full 5 year plan workbook training which includes the 30 day plan process