“Just do it” might sell trainers but it’s terrible advice coming from a coach. Because more often than not, the people you work with already know what to do. They know how to create more work–life balance and feel like you have a life outside of their work. They know precisely how much sleep they need, what to eat and what exercise to do in order to feel more energised and healthy. They know the kind of partner, friend, or parent they want to be. They even know what needs to shift to feel more like themselves again, and to build a life that actually feels lived. The real challenge isn't knowing…. The real challenge is following through. It’s following through consistently in the context of everything else demanding their attention. To an outsider, the path forward seems obvious. All that’s missing is action. But any coach, or anyone who’s ever tried to break a habit, start a new routine, or change their relationship dynamic, knows that action isn’t as simple as it looks. And that’s the key insight “Just do it” completely misses. It ignores how change actually works. Because what stops people isn’t ignorance. What stops people is identity. Because who you are now, your beliefs, your identity, your habits, anchors you to where you are. And keeps you from where you want to go. Change isn’t hard because it's complicated. It’s hard because you're trying to act from the wrong starting point. Transformation isn’t some mystical or elusive process. It’s systematic. Predictable. Repeatable. But action—the “doing it”—only comes easily once the real work is done. Action is the last step—not the first. The work isn’t pushing harder or trying again. It’s becoming the person for whom the new behaviour is natural. By the time you're "doing it" with ease, the real work is already behind you. That’s what great coaching actually facilitates and why Nike’s slogan, catchy as it is, gets it all wrong.

There's a coach who changed how I think about transformation forever. His name is Werner Erhard, founder of The Landmark Forum. Until recently, they were the largest live event self-development company in the world. (We're talking 500 events per month globally.) But his methods were pure savagery! Years ago… I witnessed it firsthand at one of his leadership conferences... One of the attendees had to repeat back 4 simple sentences that were written on the board. Sounds easy right? But Werner wouldn't let him go until it was PERFECT. 5 hours later... We were still watching this poor guy struggle. Everyone in the room was thinking "just let him go..." But Werner didn't care. He didn't care what time it was... He didn't care if people missed their trains home... He didn't care if sessions ran until 1am... His attitude? "Not my problem.” No refunds. No complaints accepted. No exceptions. Was it brutal? Yes. Would it work in today's world? Probably not. But here's what's interesting... That night, I went to sleep with those sentences BURNED into my brain. I literally couldn't forget them if I tried. And it changed my entire view of what's possible in coaching. Because while we don't need to be THAT extreme... Most coaches today are way too soft. We let our clients off the hook too easily. We accept their excuses. We don't push hard enough. And that's the real problem. Because sometimes, the only way through... is through.

Happy Friday! @amanda edwards @Claudia Lanz @Valerie Crozier-Nicholl

As you may know… Right now I'm offering a special opportunity to get $1,500+ coaching clients coming to you every week — without needing an audience or posting on social media. And until tomorrow night (Tuesday 22nd April), at Midnight EST… You get the COA System Training for FREE when you get the COA Software Ultimate Plan. BUT… I know $297/month for the COA Software Ultimate Plan may still be a lot to swing? And today, more than ever, we need to be careful with our money. Everytime I go shopping it seems everything is more expensive! So I watch my money as closely as I watch Bambi & Belle when we’re out for a walk on the busy streets of London… I hate to blow it on things that don’t give me an experience or a return on investment. Of course, things were different when I was younger. I used to be into fast cars… Watches… And designer clothes. Mostly because I wanted to impress other people lol. But the high of buying “stuff” like that never lasted. And when I stopped spending money trying to look successful... And started reinvesting in myself and my skills instead? That's when I actually BECAME successful. Point being… Investing in yourself has very little downside. If you invest in systems and tools that help you get high-paying clients whenever you need them… And in skills that let you actually help clients transform their lives? That's a potentially limitless ROI from a one-time investment. And sure, I get it… $297 a month might sting right now. But if you think of it as an investment in growing a successful coaching practice in 2025 (it is!)

@Trevor Sambrooks Amazing seeing your video dude! From scratch to a sale in 4 weeks is awesome! Well done!