Watching as the Mary-Mae disappeared, bubbling, spitting and groaning into the dark, icy North Sea, he and his 6-man crew clung onto their rudimentary rubber dinghy just long enough for the Whitby lifeboat to show up and tow them back to harbour.

3 weeks later, flushed with an insurance payout, he refused to invest in a shiny new craft.

Instead, he salvaged the scuttled vessel from its current resting place in the shallows, and decided to have a go at patching it back together.

After all, he was a parsimonious Yorkshireman, and “waste-not-want-not” was his by-line for life.

7 months passed, along with all his cash.

He’d laid off his lads, who quickly got jobs with the rest of the fleet, and by the next winter he’d managed to get the old girl back to some kind of ship-shape. Meanwhile, all the other fishermen enjoyed one of their best seasons ever, nets bulging with valuable catch every morning.

Although the Mary-Mae sailed again, uncle had to hire a second-rate crew, the boat was never quite right, and he never recovered from his bad luck.

“WHY ARE YOU TELLING ME THIS, JONNY?”

Here’s why, young seaman/woman…

> The sinking = bad luck
> Uncle not buying a new boat when he could = bad judgement

He’d failed to understand the concept of a sunk cost (literally).

A sunk cost is a sum paid in the past that is no longer relevant to decisions about the future.

And in your 21st century coaching or consultancy business, you have to watch out for sunk costs:

> Sticking with that terrible, half-built website because some charlatan took a ton of cash off you upfront
> Continuing with that ineffectual-but-expensive training course because some charlatan took a ton of cash off you upfront
> Letting your tired, no-longer-ambitious business partner weigh you down like an anchor because of your long-term friendship
> Persevering with that unfathomable, complex, useless software tool because some charlatan sold you a lifetime licence upfront
> Sitting back and waiting for referrals from your carefully-nurtured lifetime network (hint – they don’t care about making you a success)

See the pattern here?

> Your original investment was flawed but excusable – everyone makes mistakes.
> But your decision to continue pouring new time and money into an old mistake is now inexcusable.

Again:

A sunk cost is a sum paid in the past that is no longer relevant to decisions about the future.

Don’t let the misjudgements of your past become the blueprints for your future.

Move on, and get some practice making better decisions.

Love you lots
Jonny

PS: After 8.5 years and 2700 Daily Brain Tattoos, I’ll be changing the rhythm of my emails to you from this month. 

Instead of infiltrating your inbox every morning, I’m launching my Monday Motivator, a weekly word workout packed with marketing magic, money mastery, mindset miracles and any other Ms I can think of.

Yep, I’ll be propelling you into every new week from the 8th December with prose so powerful, you’ll probably want to reread it every day anyway.

Don’t miss me too much, and I’ll see you next Monday…

“Life shrinks or expands in proportion to one’s courage.”

And in your 21st-century coaching or consulting business this means not being:

• Afraid to show up live and authentic on streaming video
• Afraid to speak your truth in a post or article
• Afraid to reach out to someone who looks like an ideal client
• Afraid to launch your programme before it’s ready [it never is!]
• Afraid to ask for high-ticket money for high-ticket impact

Above all, it means understanding what Big Thinking really means.

Accepting that you are capable of truly great things, if only you got out of your own way and allowed yourself to do them.

And asking yourself not, “what’s the worst that could happen?”

But, “what’s the best that could happen?”

Taking relentless action based on the answers to that question is probably the definition of courage in our modern world.

How brave are you?

Love you lots
Jonny

PS: You’re more than likely capable of thriving in corporate wellbeing consulting, but only a lack of knowledge/courage is stopping you. 

You’ll get both by joining CIB Global, the world’s leading community of consultants transforming their fortunes with lucrative corporate engagements.

We’ve opened up a final couple of spots in the community for 2025, and you can find out whether you’re ready right here:

https://bit.ly/cib-form

Click the link and fill it out. Can’t guarantee you a CIB place, but if you submit it before midnight tonight, I’ll send you a complimentary copy of my comprehensive guide called “The Thriving Wellbeing Consultant” as a taster for what lies ahead in 2026…

“The best type of risks to take are ones where (1) the worst outcome is manageable and (2) the best outcome is life-changing.”

And in your business practice, there’s one thing which can seem risky on a conceptual level, but in reality carries no jeopardy at all.

It’s called “Starting a conversation with someone who looks like your next ideal client.”

The imagined risks could be: 

What if they ignore me?
What if they respond aggressively?
What if they ask me a question I can’t answer?

Yeah, what if?

If you want to consider possibilities, consider this:

What if they desperately need your services and you didn’t reach out before they went bust?

And the best one of all: 

What if they leap into your arms, desperate to work with you and pay you?

JFDI…

Love you lots
Jonny

The star of the tale is a girl who tries things three times till she finds what’s just right for her.

Not too big, not too small.
Not too hot, not too cold.
Not too hard, not too soft.

And in your coaching or consulting business, there’s some power in using the Goldilocks strategy to guide you to better decisions and more success.

• Clients who stretch you without turning you inside out
• A to-do list with more than 0 and less than 5 things on it
• A content plan that gets you engagement but doesn’t drive you to exhaustion
• Colleagues who pull you forwards without ripping your arms from their sockets
• An offer priced low enough so your ideal clients can afford it, and high enough so you can thrive

When you find yourself overwhelmed, overworked or burned out, it’s worth asking the question:

What would Goldilocks do now?  

Love you lots
Jonny

PS: I think 3-5 lucrative corporate engagements is all it will take to thrive as a wellbeing consultant to companies and organisations. 

Join us as a consultant in the CIB project, and find out how to do that.

Home

I got asked that yesterday, by a well-meaning coach who’s already got jingle-bells round her profile pic.

Look, I’m no Scrooge, and am actually quite looking forward to a few days less-than-full-on, but the “ready for Xmas” mindset also breeds a whole bunch of troublesome thinking:

•  “December’s a slow month for business.” Well, it sure is now.
• “Nobody wants to do anything before the New Year.” Not with you, they won’t.
• “I had a record September.” Yeah, that was quite a while back, wasn’t it?
• “It’s a great time to wind down and plan for next year.” Make sure you “plan” to do some business next November and December.
• “People are spending all their money on presents.”  Funny, I’ve never met anyone who did that.

The seasons ebb and flow, I get that.

In fact, round about now is actually when people are most relaxed, happy, and ready to invest into their best year ever.

Don’t miss the Christmas rush!

Love you lots
Jonny

PS: If you’re ready for 2026 to be the year when you finally crack the code of corporate wellbeing consulting, I have a plan for you.

Type “2026 Yea!” in reply to this email and I’ll send you the roadmap. 

Below is one question from the 2-minute quiz she created.

Simply choose which one of the following describes you best:

1: I regularly meet expectations I set for myself, as well as expectations others have of me.
2: I only meet expectations that make sense to me.
3: I am really good about meeting expectations others have of me, but I’m not so great at meeting expectations I set for myself.
4: I don’t like any expectations from anyone, myself or others.

Here’s a link to the full quiz online. 

Try it, and learn some cool new stuff about yourself!

Love you lots
Jonny

FYI – I got REBEL – how about you?

• Sticking at being a broke musician for a few years too long
• Believing my first wife when she said “for as long as we both shall live”
• Turning away a business opportunity that made millions for someone else
• Selling my own 8-figure business to a bunch of incompetent hucksters
• Squandering my remaining wealth in pursuit of material pleasures
• Going bankrupt after a decade-long taste of the international highlife
• Succumbing to a campaign of parental alienation that almost finished me off
• Mired in misery, questioning my self-worth for another 10 years

And then…

I met the current Mrs C, started a new family and an upgraded Jonny emerged.

My 2017 business, Everyone Hates Marketing, helped over 1500 coaches and therapists get their businesses off the line.

Then just last year, I left the UK for the Mediterranean paradise of Gibraltar and launched CIB Global, rapidly becoming a serious player in the world of corporate wellbeing, with over 60 skilled consultants onboard.

Useful lessons from my 68-year perspective:

1: Shit happens. All the time, and to everyone
2: How you react to it is entirely up to you
3: It ain’t over till it’s over. If you’re reading this you’re still alive, so get to it.

Love you lots
Jonny

PS: If you’re tired of over-demanding, under-paying 1-2-1 clients, joining us in CIB is a serious upgrade you might want to consider.

Type “CIB” in reply to this email, and we can have a chat about how you’d fit in the world of corporate wellbeing. 

I often come away from a conversation thinking, “You’re so smart – why are you so broke/unhappy/frustrated”?

Most of the time, people are holding back for fear of a shortlist of things happening. They’re afraid:

They might fail
They might succeed
Others will criticise them for either

The trouble with living in that self-created bubble is that it consigns you to mediocrity.

And, it’s completely unnecessary for one important reason:

Nobody Cares. 

Here are three perfectly-crafted quotes to explain: 

1: “Why should you feel anger at the world? As if the world would notice. “ – Marcus Aurelius

2: “The life you want is on the other side of a few hard conversations. And you’re living a life you hate because you’re too afraid to have them.” – Alex Hormozi

3: “You will become way less concerned with what other people think of you when you realize how seldom they do.” – David Foster Wallace

In summary, nobody cares whether you’re rich or poor, whether you win or lose, and what you think or don’t think.

Just be you, and when you have an idea, try it.

For you, and nobody else. 

Love you lots
Jonny

PS: Days away now from launching my ground-breaking new business-in-a-box called the Wellbeing Consultant Launch Pack. It’s being honed and polished ready for shipping, and I already have a waitlist of over 200 people.

If you want to be one of the first to try if (and land your first/next corporate wellbeing client in 90 days or less), type “WCLP” in reply to this email and I’ll make sure you get the lowdown asap.

In their head, they’re listening to an evil monkey whose job it is to sabotage their lives and keep them swimming in the dark pond of mediocrity with everyone else.

So they end up asking for too low a salary or charging fees a fraction of what they could.

The reasons for this strange behaviour are many, and include:

• Not realising how much they know, and how valuable it is to the rest of us
• Comparing themselves to others, whilst ignoring their completely different talents and journeys
• Ignoring positive feedback and focusing only on the naysayers
• Believing they’ve got to prove themselves further before charging or earning top dollar
• Nervous about “blowing the deal” by pricing themselves out of the market

If you’re reading this, I know you’re talented, ambitious, grounded and worth every penny.

Don’t let the evil monkey tell you otherwise.

See you around
Jonny

PS: If you’re in my Everyone Hates Marketing Facebook Group, head over and answer this one fun question.

They bury a banana in a hole just big enough for a monkey to get their hand in, but not big enough to allow the monkey to pull out the banana in their clenched fist.

Lacking the imagination to let go of the banana and scarper to safety, the hapless simian is paralysed and becomes a sitting duck.

So now you know how to turn a monkey into a duck, what does this have to do with your business?

Simple.

Many coaches and consultants also self-sabotage by gripping tightly onto things they really, really should let go of:

• A client who pays too little and demands too much
• A business model that hasn’t worked over years of trying
• A scarcity mindset over money, keeping them poor
• A comfort zone that means they play small, forever
• 1:2:1 client engagements as their only offering
• A partnership where they’re doing all the work

Monkeys can’t read, so I know you’re not a monkey.

So let go of your bananas, and go find freedom in another place.

See you around
Jonny

PS: Not long to the launch of my all-new course, designed to get you your first (or next) corporate wellbeing consultancy gig within 30 days.

It’s the sum total of everything I know about landing high-ticket clients, and it’ll change your life if you read it and action it.

Type “Big Gigs” in reply to this email and I’ll make sure you’re on the list when it lands in the next few days. 

Until it becomes literally unbearable to think your current situation can continue for a moment longer, nothing’s going to change.

I soldiered on for over a decade serving a rag-bag of cynical clients, systematically being overworked and underpaid, day by day.

But I didn’t stop it for years because I was only mildly unfulfilled.

I had a home, a car, the occasional holiday and a positive bank balance.

I brushed my lack of self esteem under the carpet of comfortable mediocrity.

Then one day, I woke up. I looked up at the impact and wealth being created by others at the top of their game. When it hit me how poorly I was living my life, I got fed up. Truly, madly fed up.

I threw everything up in the air, moved my family to a Mediterranean paradise and launched CIB Global. 

18 months in, I’m still fed up.

Just not so much, but it’s what’s driving me to the next level in 2026.

How fed up are you?

See you around,
Jonny

PS: The CIB Oompah-Loompas are putting the finishing touches to our all-new online course called the Corporate Consulting Launch Pack, which will get you your first (or next) lucrative corporate client within 90 days.

I’ll be releasing a few demo versions to waitlist members for test and feedback.

If you’d like one, type “waitlist” in response to this email, and I’ll make sure you’re on the list when it’s ready. 

• Dropping a vase
• Website crashing
• Car crashing
• Piano on your foot
• Catching a virus

But how about rejoicing the positive accidents that have you right here, today?

• Your privileged birth
• Your safe, warm environment
• The people all around you
• The skills you can get paid for
• The infinite choices in front of you

Any of those accidents could have had an exponentially worse outcome.

Maybe it’s about time to leverage the opportunities those lovely accidents have created. 

Jonny

PS: My biggest car crash to date was getting t-boned at 140mph by a fellow competitor at Rockingham Motor Speedway in 2004. Truly terrifying, but thankfully I was unscathed. Unlucky, yet lucky at the same time. Here’s the pic.

https://www.dropbox.com/scl/fi/t7e9vzmoau4251hjutl56/Skid_Seq_1-8-04_021.jpg?rlkey=vf8dohzmbe3glf2ecgbfvea8u&e=1&dl=0

“Someone with half your IQ is making 10x more than you because they aren’t smart enough to doubt themselves.”

And when you’re trying to establish your authority as an online personal brand, self-doubt is the ultimate dream killer.

It’ll paralyse you from taking action
When you do take action, it’ll be half-hearted
Your potential clients will feel your under-confidence

So here’s the antidote:

Play dumb.

Pretend you’ve never heard of failure
Be pig-headed enough to ignore your critics
Laugh like a mad-person in the face of anyone who says you’ll never amount to anything.

That’s so stupid, it might just work.

See you around
Jonny

PS: Here’s the ultimate dumb thought – thousands of consultants round the world are earning fortunes from supporting wellbeing in companies and organisations. And they’re no smarter than you are – they just have the key to starting conversations with decision-makers.

It’s boom-time in corporate wellbeing, and you could be part of it with a little tweak to your messaging. 

I’m almost ready to let you have my all-new Corporate Consulting Launch Pack, the ultimate end-to-end guide to winning lucrative corporate engagements.

Type “CCLP” in reply to this email, and I’ll make sure you’re on the VIP list when it’s ready.

That’s given me a ton of feedback into how humans think and behave, and I’ve got a mental shortlist of what makes a successful coach or consultant.

There’s an even longer list of things that block success, and right at the top of the list is a sure-fire dream-killer:

Believing doing the same stuff you’ve always done will take you to new places. 

Because we’re hard-wired to avoid discomfort, trying something new is naturally scary and to-be-avoided.

I get that.

Here are a few behaviours you might need to change if you want to improve your life:

• Saying you’re “not techie” instead of learning to use the essential tools of the 21st century
• Having an ethical objection to sending cold messages because “it’s just not me”
• Looking at people who’ve experienced extreme good luck and assuming it’ll land in your lap too
• Believing money is evil, and rich people must have done something bad to accumulate wealth
• Saying you want to do something, then not being prepared to work to make it happen
• Thinking your fitness/brainpower/stamina will naturally endure from your 30s all the way through middle-age
• Getting a few qualifications and expecting clients to be so impressed they’ll fall into your lap

I could go on, but you get the idea. 

Forging a life of success for yourself means you’ll be breathing rare air, and mixing with uniquely motivated and determined people. You don’t get to join that party with the mindset of an employee.

You have to change how you behave, to change your results.

You might even have to change who you are.

See you around
Jonny

PS: As Robin Sharma says, “All change is difficult at first, messy in the middle and beautiful at the end.”

I’m putting together an all-new mini-course that’ll change your life if you follow it. It’s called the Corporate Consulting Launch Pack, and it’s a simple A-Z guide to helping organisations with employee wellbeing.

Reply with “CCLP” and I’ll make sure you get the details when it’s ready.

“The acquisition of riches has been for many men, not an end, but a change, of troubles”

If you meet wealthy people who are living a happy, fulfilled, rounded life, then that’s probably how they already were before they were rich.

Money’s just an amplifier of everything you already are.

• If you’re selfish now, you’ll be more selfish with more wealth
• If you’re miserable, money will likely make you depressed
• If you’re happy, life will be even more joyful with some spare cash around

The really great news about understanding those simple truths is that money doesn’t need to be your main goal anymore.

Banish forever your internal stories about “just another grand a month and I’ll be fine”.

Choose to be fine anyway, and the money will come.

I promise.

See you around
Jonny

PS: I’ll be in Milton Keynes tomorrow afternoon (Thursday 23rd) for a few hours if you want to meet for real. Ping me a note and we’ll fix it up

That’s when you allow yourself to be sidetracked, diverted and confused by spending your time on lots of different things.

Here’s the power you’re giving away when that happens:

• You’ll get overwhelmed and exhausted
• You’ll miss out on the chance to become an authority with your core skill
• Your ideal clients won’t recognise you in all the fog you’ve created
• You’ll dilute your earnings by dabbling in diverse pools
• You’ll do NO things as well as if you focused on ONE thing

There’s nothing shiny about that squirrel.

He’s a dark, evil, bushy-tailed monster. 

See you around
Jonny

PS: I’ll be in Milton Keynes Thursday 23rd afternoon for a few hours if you want to meet for real. Ping me a note and we’ll fix it up

• Morning stretches
• Conscious breathing
• 20-minute jog
• Meditation
• Gratitude journal
• Super-hydration

Awesome. Well done.

I know this lady quite well, so I also know she’s not making any money to speak of.

She stumbles over a client here and there, yet always undercharges them. Then she spends what she gets, way before the end of the month.

All that feelgood stuff is nothing more than a solid foundation, clearly.

But imagine how great she’d feel if she got up in the morning and asked ONE question before she did anything else: 

“Who can I talk to today who’s most likely to pay me to help them, today?”

That’s your golden question, right there.

Try it, and let me know how it works out. 

See you around
Jonny

PS: I’m in the East Midlands of England next Thursday the 23rd October, and have a few hours during the day when we could meet for a coffee. Reply to this email if you could be local, and we can fix something up. 

1: You have enough money to meet all your needs and desires
2: You have a circle of friends and family who love, like and respect you
3: Your health and mobility don’t restrict you from doing anything you want to do
4: You have daily goals and long-term ambitions that keep your brain active and motivated
5: You can look back on your life so far and feel a sense of pride and fulfilment with your achievements

If any of those feel a bit loose right now, maybe you’ve engrained some of these unhelpful habits:

• Over-planning and underdoing – action beats thoughts
• Taking without giving back – try giving first
• Waiting for perfection – great is good enough
• Eating poorly – there’s enough excellent food around
• Sleeping badly – you know where your bed is
• Travelling to work – home office = smart
• Stopping before you’re done – you’re closer than you think
• emailing instead of talking – conversations are what get you paid
• Dealing with idiots – they’ll beat you with experience
• Settling for average – unless you want an average life
• You’re desperate for money – that mindset will keep you poor
• You never start conversations with strangers – it’s magic for the soul
• Sitting down all day – it’s a modern invention that’s killing you
• Believing you’ll never “make it” – you’ll prove yourself right
• Scrolling social media – I mean, c’mon. Really??!!

There’s no ONE secret to success.

It’s the accumulation of small, smart actions, leveraging your skills and experience to create your best life.

And that’s all any of us can do.

What’s your best habit?

See you around
Jonny

I know you have it in you, and I want to help bring it out. I want your last day on earth to be a calm and proud retrospective of how you reached your full potential.

It’s clear that great people build great legacies by continually learning, growing, and evolving.

And, by questioning themselves, relentlessly.

Here are ten to get you started:

1: How important and useful am I to others?

2: What kind of people could benefit the most from what I do?

3: What one new thing can I learn today?

4: What’s a simple act of kindness I can do today?

5: How well did I sleep last night?

6: What’s my exercise and strength-building plan today?

7: How healthy is the food on my table today?

8: Who’s one person I can start a new conversation with today?

9: What should I do more of, from now?

10: What should I stop doing, forever?

I test myself continually with those 10, and more.

Try them yourself and you’ll be on your way to that great life. 

See you around
Jonny

PS: Bonus Question #11: How can I work towards landing lucrative corporate engagements, working less and earning more? 

Type “Corporate” in reply to this email and I’ll send you an eBook packed with all the answers. 

Impostor syndrome is like an alien being living rent-free in your consciousness.

Writer Tim Denning talks about how to kick out the unwelcome guest, for good:

1: Create evidence of your abilities – every little triumph should be celebrated

2: Keep taking action – self doubt can’t creep in when you’re usefully busy

3: Think what you used to be like – you’ve come a long way, baby!

4: Be kinder to yourself – slack can always be cut.

5: Stop imagining future scenarios – that’s called worrying.

6: Remember you’ll learn and grow – even from the worst that happens.

This crazy person who’s talking you down has no place in your life.

Just tell them you don’t hang around with the likes of them. 

See you around
Jonny

PS: I’m cooking up something big for the start of next month. It’s called the Corporate Consulting Launch Pack, and it’s the A-Z blueprint for everything you need to do to win your first lucrative corporate engagement. It’s priced so you can afford it, and you won’t want to miss it.

Reply with “CCLP” and I’ll make sure you get a personal note from me when it’s ready

Time is a finite resource, whereas money is an infinite resource.

Therefore, it makes no sense to exchange something in short supply for something which will never, ever run out.

Also, as we’ve all got access to approximately 86,400 seconds each day, who are you to tell me your time is worth more than mine? Or less?

No, the grown-up, fair and reasonable way to get paid for what you do is this:

Charge for the value you provide to the person who is paying you. 

• If you’re a heart surgeon who just saved my life, you’re pretty valuable to me right now
• If you’re a financial adviser who just put me on the path to a comfortable retirement, I value that highly too
• If you’re a business coach who’s spent the last 25 years learning how to supercharge my success, I’ll pay you a big chunk to show me that

And when you allow us to pay you for the value you give us, the more value you give, the more we will pay you.

Today’s three-part success blueprint:

1: Solve a big expensive problem for us

2: Get really good at doing it

3: Charge us what that’s worth

And the other great news with that approach?

You can do this for multiple clients simultaneously, as you haven’t sold your time to anyone. 

See you around
Jonny

PS: I’m cooking up something big for the start of next month. It’s called the Corporate Consulting Launch Pack, and it’s the A-Z blueprint for everything you need to do to win your first lucrative corporate engagement. It’s priced so you can afford it, and you won’t want to miss it.

Reply with “CCLP” and I’ll make sure you get a personal note from me when it’s ready. 

Here are 5 reasons why you shouldn’t:

1: You think you can earn a living from book sales

2: You think people will be queuing up to buy it

3: It’s easy to do on Amazon these days

4: Everybody else is doing one

5: You’ve always had it in you

The one GOOD reason to write a book?

It will strengthen and support your core message, adding authority and power to your brand.

Everything else is just detail.

Oh, did I mention not to expect to earn a living from book sales?

As in, “I’m a coach” is too small a term to describe it.

And probably too small for what you do too.

He changes lives, and makes the world a better place, client-by-client.

Same as you, right?

When we dug a little deeper, one word kept popping out:

• He loves the work he does
• He loves the impact it’s having
• He loves the life he’s building
• He loves his clients
• They love him

And, of course, he gets paid for that, and well.

“Here’s what I really do”, he said, finally:

I monetise love.

Next time someone asks what you do, tell them that.

1: Powerful people – surround yourself with your peers and superiors, not those further behind than you

2: Powerful language – what you say, you become. Talk like a leader, and your clients will see you as one

3: Powerful stories – develop accounts of your journey, so they’re a compelling and convincing narrative

4: Powerful coaching – develop world-class skills to attract world-class clients. Always be learning and improving

All this means one thing: you really need to be more than just the best at your job.

You also need to position yourself in a way that your potential clients immediately see your value, to them.

Each of those four keys is a positioning piece: how we perceive you when we first come across you.

Monday self test: what do people think when they see you for the first time?

“Don’t join an easy crowd; you won’t grow. Go where the expectations and the demands to perform are high.”

And that can be tough. It might hurt our feelings.

It’s way more comfortable to network, collaborate, and even partner with those a few steps behind us.

There’s no risk of being challenged, or worse.

Being “found out”.

Well, here’s the news:

Having someone call you out on your strategy, your process, and your business ideas is no bad thing, right?

In fact, the easy way to upscale your life is to upscale your relationships.

Surround yourself with people who remind you of your future, not your past.

It struck me how many millions of other people must have played exactly that same chord throughout history.

Heck, maybe hundreds of people are playing it right now, somewhere!

Then I played another chord in a progression, and another, and a couple of notes in a melody.

At that point I knew for certain that nobody, anywhere, ever, had played what I just played, exactly how I just played it.

And in your 21st century coaching, training or therapy business, you don’t have to try too hard to be unique.

• Don’t invent new language that’ll bemuse and confuse your audience
• Don’t create a weird and wonderful modality that makes no sense to anyone but you
• Don’t tell everyone what you do is ground-breaking and unheard of. They won’t believe you

Don’t go out to be different just for the sake of it.

You already are.

Just play your glorious music, and we’ll know it’s you right away.

“Be selectively ignorant.

• Ignore topics that drain your attention.
• Unfollow people that drain your energy.
• Abandon projects that drain your time.
• Do not keep up with it all.
• The more selectively ignorant you become, the more broadly knowledgeable you can be.”

And in your expert coaching, consulting or therapy business, this means a ruthless devotion to relevant activities:

• Only connecting with your ideal clients on social media
• Disconnecting from pretty much everyone else
• Learning from people who are already where you want to be
• Discounting the opinions of ignorant, unqualified people
• Dismissing anything which moves you no closer to your goals

Yep, selective ignorance is a success trait, for sure.

Love you lots
Jonny

If you have a list of priorities, you only prove you have none.

It might be hard to pick one thing to do today, but you really have to. Nobody can multi-task, and you shouldn’t even try to prove me wrong on that.

If you can’t prioritise a decision about what to do next, how can you expect your clients to?

After all, when you’re in discussions with a potential client, you should be asking them to do only one thing in that moment: commit to working with you.

Maybe the real reason you’re not making enough money is you see your life as a variety of options, and you let that mentality infuse your sales conversations. Anybody faced with “do this, do that or do this other” is way more likely to do nothing than anything.

And your life will be a lot easier when you live it sequentially, one thing at a time.

What’s your one thing today today? 

Love you lots
Jonny

1: Find more new clients
2: Sell more to existing clients
3: Raise your prices

The third of those is the easiest to implement, and by some margin.

So easy, in fact, that it requires almost no effort on your part, beyond making the decision.

Here’s why you probably should increase your prices, right now:

• You’re almost certainly undercharging at the moment
• You’ll attract clients where you can have more impact
• You’ll feel better about yourself, getting paid more
• You can do more with your life, with more money
• Your authority, value and reputation will increase

Finally, to bust a common myth:

You won’t find it any harder to make sales when you charge more.

JFDI, I dare you.

Love you lots
Jonny

PS: Did you make it to my workshop about landing lucrative corporate clients yesterday? Reply with “workshop” and I’ll make sure you get a replay…

This is my measure of the time between you doing something and receiving any tangible benefit from it.

LAG™ is also an acronym for Likelihood of Absent Gains, and here are some examples:

• Building a website before you realise it’ll take months to build up any traffic
• Creating a programme without understanding who it’s for
• Taking another training course when you’re already qualified enough
• Launching a Facebook Group with no clear client avatar in mind
• Buying a bunch of broadcast equipment before you have an audience to talk to

All those are high LAG™ activities, with a high Likelihood of Absent Gains.

It’s not that they won’t work ever, it’s just that you might go broke waiting.

Thankfully, the antidote is simple and fast-acting:

Spot someone who looks like your next ideal client, start a conversation with them, and make them an offer.

They might just pay you immediately.

Zero LAG™

Love you lots
Jonny

PS: Short lag between showing up for an hour this afternoon, and knowing EXACTLY how to land your first (or next) lucrative corporate wellbeing contract. 

60-minute workshop, 4pm UK. Last chance to register.