I was talking to a PTSD coach this morning who said it was weird how few people actually needed what he did – and yet he has a thriving practice making a nice living for himself.

To me, that’s not weird or even surprising. He’s simply done what many choose not to – he’s worked out who needs what he does, and gone out to find them, and be found by them.

If you’re looking to build a business out of your coaching superpower, you don’t need to win the popular vote.

Your campaign trail isn’t about shouting from the rooftops, laying waste to the opposition.

You don’t have to impress anyone, apart from the person you’ve identified as your ideal client.

It really doesn’t matter if half the world has no use for you.

In fact, it’s even better if 99% of the world has no use for you.

It makes the remaining one percent easier, quicker and cheaper to engage in conversation.


PS – This IS proving very popular, although I understand if you already have enough clients, enough sales, and enough revenue. 

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