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…

Have your finger in various pies?

We all know a “serial entrepreneur” doing a bit of this, and a bit of that.

Well here’s the truth about anyone achieving success in a variety of different disciplines:

1: They started one first, and made it work, really well
2: When they started the 2nd, it stood alone and didn’t affect the success of the first
3: They built a really strong team to run either or both so they didn’t have to
4: They never spent a day working on both at the same time. That’s kinda impossible
5: At some point, they probably ditched whichever performed worse in favour of the better one

It’s a rare individual indeed who manages to juggle two golden balls at once.

For that reason, I’ve made my decision. 

ONE bullet-proof business – CIB Global
ONE ideal client – companies and organisations which employ people
ONE massive transformational benefit – improving the wellbeing of their staff

I’ve no time to faff around playing with something new that may or may not work.

It could break everything else. 

Love you lots
Jonny

“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

But it’s been going on for millennia, and wild claims divided audiences since words were written on papyrus, or carved in stone.

For example, for us to regard the Noah’s Ark myth as true would require a massive overhaul of everything we’ve learnt about:

Historic climate events (How much rain!?)
Inter-species animal behaviour (They’d eat each other)
Boat-building technology of the era (There wasn’t any)

…and a bunch of other solid science.

So, we take the story with a pinch of sea-salt, and enjoy the rollicking yarn for what it is.

And if you want your clients to take your claims about your work seriously, you should play to what they already accept as real.

Some mad ideas I’ve seen recently:

• Get a six-pack by Xmas or your money back!
• Work an hour a day and let AI run everything else
• Why you can’t make money on Facebook anymore
• Scale your coaching business to £100k a month, every month
• Have your ideal clients lining up to work with you – on autopilot!
• Build a coaching empire with no social media, websites or adverts

For clients to stop, read and buy your stuff, they have to believe 3 things:

1: What you’re claiming makes sense
2: You’re capable of delivering it
3: It will work for them, not just for others

You’ll never make any money if they’re laughing at your silly stories.

Love you lots
Jonny

And they’re the same reasons people buy anything, from anyone. 

There are only three things which motivate buying decisions, and we can call them sales levers. The harder you pull on them and the more of each you build into your offers, the more you’re going to create engagement, revenue and impact.

• Velocity – does this get the buyer what she wants faster?
• Friction – does this remove complexity or annoyance for the buyer?
• Status – does this make them look better in the eyes of their peers/bosses?

Think of them like aircraft thrust levers, where the more you pull them, the more noise, excitement and acceleration you get.

How much more can you pull your levers?

Love you lots
Jonny

PS: I’ve been creating a short white-paper on identifying buyer priorities to make corporate sales more natural.  

Reply to this email with “Levers” and you can have a copy with my compliments.

They have a big, expensive problem only you can solve. That’s what makes them ideal for you, and you for them.

And the easiest way to connect with them is to have them find you, instead of you desperately trying to find them.

The art of inbound marketing is often overlooked by coaches and consultants who focus on outbound campaigns of cold messaging, calls and emails.

In CIB, we’ve developed three pillars of inbound marketing:

1: Posting content in groups and communities where your potential clients are, so they see what you do and realise they need you
2: Identifying people you already know within your target organisations and have them introduce you to the decision-makers
3: Partnering with suppliers of connected but non-competing services who already work with your ideal clients

Building your business on those pillars usually means you’ll only ever be having warm conversations, as the first impressions have already been created before any words are exchanged.

Decide who you’re selling to, then stop trying to be everywhere and go hang out where they do.

Love you lots
Jonny

PS: I have two more seats available in the CIB community, where you can join over 60 skilled and experienced wellbeing consultants, building their thriving practices on inbound marketing.

Type “Inbound” in reply to this email and I’ll fire you over some details. 

1: Be kind and pleasant to others
2: Ask for what you want
3: Follow up

In your 21st century coaching or consulting business, the first should be a given, so let’s talk about the other two.

“Asking for what you want” could mean:

• Writing a clear, single call-to-action on any posts where you’re offering something
• Making sure you get paid at the point someone says they want to work with you
• Engaging team members with concise, goal-oriented instructions

And, “Follow-up” includes things like:

• Booking the next call during the call you’re on, if you ever want to speak to them again
• Responding to comments on your posts, so you get to discover more about them
• ‘Walking them to the door’ by sending event and call reminders after they booked

To be Clear (see what I did there?), these are not the only ways to get more of what you want.

But you won’t get much of anything if you ignore them.

Love you lots
Jonny

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.

What they really mean is:

• You haven’t excited me enough yet
• I don’t believe I’ll achieve my dreams if I do this
• Sure I could find the money, but not for you
• I’d be in trouble if I spent money on this
• It sounds ok, but not urgent enough
• I don’t like you enough to trust you
• This is a risk I’m not prepared to take

Trouble is, they rarely say any of that stuff. 

People are too nice to say those things.

So, they tell pretty lies about affordability and budget.

Of course, it’d actually be “nicer” if they just told the truth, because at least you’d learn what needs improving.

So, for now, you’ll have to take it from me:

Nobody has a budget for coaching or consulting.

But everybody has a budget for making their lives easier, improving their reputation, realising their dreams, and making themselves feel loved, happy and respected.

Listen to what they really want, show them how you can provide it, and the budget will appear.

As if by magic. 

See you around,
Jonny

PS: Do you want to be able to open a conversation with any decision-maker, in any organisation which employees people?  

I’ve got an updated version of my tell-all eBook all about why they should invest in employee wellbeing, and how it changes the lives of everyone involved.

Type “Wellbeing” in reply to this email, and you can have a copy, with my compliments.

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 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.

See you around
Jonny

PS: Talking of earning more money, it’s boom-time in corporate wellbeing consulting, 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.

• 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. 

“When you think about making that call or sending that private message, don’t do it for you, your bank account or ‘to get a client’. Make the call and send those messages for their kids, for their mental wellbeing, for their confidence, and for their family welfare.”

And here’s why he’s so right:

You’re in this profession because you can help people.

If you’re mired in procrastination, fear or any other excuse for inaction, that’s a pretty selfish way to behave.

You have gifts, skills and solutions that transform the health, wealth and wellbeing of your clients.

If you’re not doing that, who knows how many lives will be lost, wasted or underused because you didn’t get there in time?

So send that DM, book that call, and start helping people.

Lots of people.

Also, do you know what happens shortly after you do that?

That’s right, kiddo!

YOU. GET. PAID.

See you around,
Jonny

PS: Nothing’s more of a lifesaver than improving the physical/mental health and wellbeing of people working in companies and organisations, plus you get paid ridiculously well for doing it.

I’ve written a short guide to landing lucrative corporate engagements, and I’ll send you a FREE copy if you’re one of the first five to reply to this email today with “wellbeing”.  

Pretty much anything you could imagine, you could buy there.

My eyes were darting around, landing on food, toys, garments, travel accessories, household goods and god-knows-what.

Floor-to-ceiling, wall-to-wall, it was a smorgasbord of overwhelm. On just one shelf, rolls of duct-tape were piled high next to Rubik’s Cubes and clotheslines. Candles, wet-wipes and pencil sharpeners (multiple colour choices) were their close neighbours.

I could have bought anything I wanted, almost literally.

And yet, I came out without buying anything.

I get that same feeling when I browse social profiles, websites and sales pages from many coaches and consultants in my community.

• Vague, wide promises
• Endless lists of Things They Can Do
• Rows of letters after their name tooting their impressive qualifications
• Made-up job titles
• Weird, mysterious brand names

Look, here’s the #1 Rule of Attention in 21st century marketing:

You have three seconds to engage, enthrall and entrance us with your single, irresistible offer.

That’s barely long enough to SAY “duct tape, clotheslines and Rubik’s Cubes”, let alone sell us them.

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. 

Corporate sales are not effortless. Heck, no sales ever are.

But there is a huge time-and-energy-saving process I’ve used since i realised I’d been chasing my tail way too much.

When you’re selling a service you think needs a “presentation” or a “proposal”, it’s very easy to get caught up in the mechanics of the process – the PowerPoint, the PDFs, the laptop and cables – and forget the only important part: making the bloody sale.

If you were to reverse-engineer a successful sale to a corporate employee, here’s what it would look like, most of the time:

• You started off by confirming they had the sole capacity and authority to make the buying decision. If not, who else is involved?
• You asked them to describe their biggest challenges, knowing you’ll be able to solve them
• You didn’t forget to ascertain that their financial means were aligned with the cost of your offering
• You used trial closes throughout – eg – “If I can solve those problems within your budget, is there any reason we can’t be getting this set up straightaway?”
• You got as much commitment as possible on the first call or meeting, even asking them to buy right there and then
• You avoided mailing out lengthy follow-ups or proposals (they never read them) and instead arranged a second face-to-face to bring the deal home

And guess what happened next?

They bought!

The biggest block to corporate sales success is not a lack of desire, budget or time.

It’s the lack of a clear, hand-holding process from you, the salesperson.

Nail that, and you open the door to all kinds of abundance.

See you around,
Jonny

PS: I’m in the Midlands of the UK for a few days from the 21st – 25th October, doing some motorsport and some business. If you fancy a meet for real, I’m currently planning my schedule in detail. Reply with “meet-up!” and I’ll reach to see if we can fix something.

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. 

Your Video Sales Call.

And this is great news, because it means that whatever else you do in the name of marketing, it’s focused on ONE goal.

Book More Video Sales Calls.

On a structured Video Sales Call, you can control the environment, the content, and ensure you’re presenting as near to an irresistible proposition as your work and life justifies and deserves.

Plus, you get the chance to assess whether you want to work with this person, and they get to ask you any questions on their mind.

So, here are some things that won’t make that happen:

• Pitching someone to join your programme at a networking meeting
• Sending them a DM with a link to join your programme
• Emailing them with a link to join your programme
• Making a social media post with a link to join your programme
• Telling someone the price when you just met and expecting them to call you back

No, there is only ONE way to make high-ticket sales happen, and therefore only one way to turn your fascinating hobby into a real business:

Offer to book a Video Sales Call with anyone who looks like your next ideal client. That’s your ONE job. 

The number of Video Sales Calls on your calendar this week is a direct indicator of your likely revenue this week.

How many do you have on your calendar right now? 

If what you’re writing is no more than we could find from ChatGPT or Wikipedia, then it’s not adding any value to our lives.

Information is found in readily available opinions, facts or data that don’t cut any new turf with us.

Your content, by contrast, is:

• Entertaining
• Valuable
• Irresistible
• Your own voice
• Serving your purpose
• Building your tribe

Everyone benefits when you create great content. 

It’s kind of a mutually beneficial holy black art.

But the really good news?

It gets easier, the more you do it.

Now that’s information worth knowing.

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…

1: You do something to offend them, or
2: You stop selling to them

We’re talking about people who’ve paid you for your services at one time or another.

And we’re talking about them because they’re the people most likely to buy from you again.

Here are some ideas for things to offer them:

• A reminder programme to top-up what you already showed them
• A monthly membership club to offer continuous value and community
• A more advanced VIP/Mastermind to take them to the next level
• A variation of what they bought before, heading in a slightly different direction
• 1-2-1 support, tailored to exactly what they need right now

You can probably think of a load more, but you get the idea.

In your haste to farm the great outdoors for your next brand-new sales, don’t ignore the fortune sitting on your doorstep.

There are no former clients.

They’re all just clients.

Love you lots
Jonny

PS: Many of your clients will know people who run teams of people within businesses, ideal for your pivot into lucrative corporate wellbeing. 

You can find out how to make this happen in my short, sharp workshop called “Five Steps To Lucrative Corporate Clients”.

It’s free but you’ll need to register, and quick.

It’s on Monday.

Well done!

Or was it?

There’s a natural variance in outcomes from anything you try.

You’ll win some, you’ll lose some.

Instead of celebrating the former and lamenting the latter, simply optimise your process.

A sustainable process of repeatable actions will mean you get it right often enough to earn a living. 

Some idiot hits a hole-in-one somewhere in the world every day.

What matters more is whether he knows what he has to do to hit the next one. 

Love you lots
Jonny

PS: We’ve developed THE most sustainable process for winning lucrative corporate engagements to support employee wellbeing.

It’s also your simplest route to impact, scalability and personal wealth.

Here’s a quick test to see if you’re ready for it.

It’d sure save a lot of wasted time, energy and mind-space if they said what they meant, instead of keeping you on the hook.

Imagine if instead of “That’s great. Let me have a think and get back to you”, they owned up and said:

1: I don’t think I can do this
2: I don’t believe this’ll work for me
3: I’m not ready to be successful yet
4: It’s comfortable playing small right here
5: This is who I am, and change is too scary

But they don’t and they probably won’t.

Not until you ask better questions, of course.

Love you lots
Jonny

PS: You’ll usually get the truth from corporate clients – they don’t have time to make stuff up.

If you want to work with companies and organisations on their wellbeing, here’s how.

We focus on the thing that happened just before the end. And that’s almost always an unimportant moment.

And in your sales process, this means that you rarely blow it by not being a good “closer” – whatever that’s supposed to mean.

When your prospect doesn’t turn into a client it’s way more likely to be because…

🤔 They’re not your ICA
🤔 You appeared less than confident
🤔 They haven’t seen you much before
🤔 They didn’t believe it’ll work for them
🤔 You didn’t ask them the right questions

Forget hard-selling and trying to overcome objections.

Everything that came before has already made up their mind.

Love you lots
Jonny

PS: You won’t need to close may clients anyway, if you land a few lucrative corporate engagements.

Find out how here.

• I have to pick the kids up from school
• I have to talk to two clients a day
• I have to earn £2,000 a month in my business
• I have to consult with my husband on big decisions like this
• I have to look after my aging parents

Now let’s switch ONE word:

• I get to pick the kids up from school
• I get to talk to two clients a day
• I get to earn £2,000 a month from my business
• I get to consult with my husband on big decisions like this
• I get to look after my aging parents

Most of your obligations are simply thinly-disguised privileges. 

Love you lots
Jonny

PS: Here’s a privilege that’s barely disguised at all – working with a handful of lucrative corporate clients on their employee wellbeing!

Wanna find out how? Reply with “Privilege” and I’ll send you a book i wrote on it. 

If we simply glorify doing more work, we lose out on a key part of what makes us successful – allowing ourselves time to think.

My coach asked me the other day when I have my greatest ideas. I immediately said, when I’m not at work.

The old “in the shower” cliché, or driving, or in the gym.

As Manoush says, “You can’t tap your brain power when you’re tapping a screen”

Look, it’s Saturday.

Do nothing productive.

You’ll be surprised how much you get done.

Love you lots
Jonny

PS: There’s no doubt that doing less while achieving more is at your fingertips if you win a handful of lucrative corporate clients.

I wrote the book on it, so reply with “corporate” and I’ll make sure you get your free copy, pronto.

“Pah!”, said one.

“In our business there is NO Competition, just opportunities for Collaboration.”

And that’s certainly true in my experience.

Here’s some ways that me and my “competition” have helped each other this year:

• A master-coach in EXACTLY my space invited me to work with him on a client engagement, adding value to my and his business
• A number of potential rivals are partnering with CIB to introduce prospects, creating new revenue and impact
• I’ve live-interviewed tons of coaches, therapists and trainers in the EHM Group, providing insight and entertainment to a wide audience
• I’ve been invited on numerous podcasts belonging to coaches and trainers around the world
• I’ve engaged a coach who’s further ahead in my niche than I am right now, to show me his exponential growth strategies

Granted, “Competitor” isn’t the only C-word* you could use to describe a rival*, but “Collaborator” is by far the most useful.

Jonny

*Others include Cad, Concern, Complication, Challenger, Curse, Calamity, Canker, and many more.

But there’s a fourth step, equally as important as the others.

It’s called Interest.

You have to be interesting. 

Just because they believe you, and think you’re a nice chap/chapess doesn’t mean they’re going to buy your offer.

The “WOW” factor is what’s going to tip them over in your direction and have them begging you to take their money.

• Be cheeky, creative and quirky.
• Be playful, provocative and polarising.
• Be different, daring and divisive.

But above all, be interesting.

Is that too much to ask? 

Love you lots
Jonny

PS: If you could work as a consultant to improve mental health and wellbeing across companies and organisations, you have a passport to a glorious future of impact and revenue.

Reply to this email with “interest” and I’ll send you a guide to making that happen.  

That’s not like me at all, right!?

But I needed to get you attention, because we need to talk about AI.

We need to talk about how AI is going to take 25% of white-collar jobs in the next 5 years. That’s mass elimination of paid work for tech geeks, financial folks, lawyers, customer service, etc etc.

Some of those people are your current clients. No doubt.

When they lose their jobs, they lose their means to pay you, and you lose them as a client.  

Working 1-2-1 with individual members of the public is about to get even harder than it is now.

Unless you’re an eccentric millionaire or have means of support through your partner, your property portfolio or your pension, I’m guessing you need revenue to survive.

So, how do you make yourself immune to the career-destroying rampage of automated jobs?

It’s the answer to the question:

Which roles require the presence of a sentient, empathetic human, with the ability to guide, support and love other humans, and acting always for the greater good?

Seems to me you’ve got pretty solid potential as a wellbeing practitioner, if you can break into working with companies and organisations.

Here’s why:

• Employees are more stressed and anxious about the future than ever
• Employers need them to be happy, engaged and productive, more than ever
• There’ll be a huge demand for career realignment coaching to keep people useful and earning money
• Companies and organisations are increasingly creating budgets for the wellbeing of their workers and execs
• You can easily turn your existing skills and modalities to working with teams, leaders and businesses without much realignment

There’s never been a better time to start some corporate outreach, so I’ll leave you with a simple thought exercise: 

“Who do I know in a position of influence where significant numbers of people are employed?”

When you’ve made your list, pick up the phone, send emails or DMs offering to talk about making their lives easier.

Your life in the Age of AI could depend on it. 

Love you lots
Jonny

PS: We have openings for a handful of skilled and experienced wellbeing practitioners to join us in the CIB project in August.

Reply with “CIB” and I’ll fire you over a short doc explaining the application process.

Bad news: It’s impossible. 

Unless you’re a central bank or literally the printing press at the mint, nobody makes money. All the money you could ever need or want is already made.

It’s just in the wrong bank account.

I didn’t understand this for years. In my twenties, I tried all kinds of crackpot money-making schemes, and none of them worked. Never mind barking up the wrong tree. I was in the wrong forest.

Once i realised wealth creation is the reward for giving value, I changed the whole way I approached business.  

• I found more ways to help people
• I got really good at marketing
• I honed my sales chops
• I created an impact
• I changed lives

The more impact you have, the more people you help and the more lives you change, the more you’ll exchange that for personal wealth.

But making money?

Stop trying, and work on getting rich instead.

Love you lots
Jonny

PS: One of the shortest routes to wealth creation is the massive impact you achieve through corporate wellbeing consulting. In fact, changing thousands of lives for the better will naturally attract financial rewards.

If you’re wondering how to do that, reply with “Wealth” and I’ll fire over a guide book all about it.

“If you absolutely had to create a premium paying client in the next 14 days without any existing pipeline or referrals, what would be your number 1 strategy?”

Not always those exact words, but you get the idea. They’re “up against it”, hoping for a magic bullet.

I usually answer with some variation of the following: 

1: Why would you suddenly “have” to create a premium client? Panic selling sounds scary!

2: You should absolutely be aiming to create at least one premium client every 14 days anyway

3: It takes way less than two weeks to attract and engage a premium client through social conversation

At a tactical level, exactly HOW you find your premium clients will vary depending on WHO they are, and WHERE they hang out.

One thing’s certain though: whatever you do, shouldn’t you always be doing it, every day?

Then you’ll never have to beg for a magic bullet. 

Love you lots
Jonny

PS: The closest you’ll get to a magic bullet is upping your game to attract a few lucrative corporate clients.

If you’re wondering how to do that, reply with “Bullet” and I’ll fire over a guide book all about it.

They might also believe they know what’s causing it.

Like a patient going to her doctor demanding treatment for her emphysema when she’s unwittingly contracted TB, your clients are not always right about what’s troubling them.

• Your stressed-out mum client might think their kids are causing daily anxiety, when it’s her own unresolved childhood trauma
• Your business owner client might think he has a sales problem when it’s actually an offer problem
• Your HR manager client might think she has a lazy workforce when it’s a simple failure of leadership
• Your CEO client might tell you they want anger management training when they actually need a proper wellbeing policy
• Your coach client might think they’re not qualified enough when they’re actually not positioning their services well enough

So what’s the answer? 

Be prepared to reframe the client’s initial statements with nonaggressive questioning. 

• I wonder if there’s something else going on?
• What’s the evidence this is the main issue?
• What assumptions are we making here?

What happens then is often to mutual benefit.

The client sees the issue is not quite as simple as they thought, and needs more work over a longer period.

You get to stick around, get paid more, and they get a solution that actually works. 

Win-win!

Love you lots
Jonny