I was listening to an interview with Richard Branson recently. He was talking about Virgin Cola. Maybe you remember it? In the late 80s Branson took on Coca Cola directly. Virgin Cola was gaining real market share and Branson drove a tank through Times Square crushing Coke bottles. It was bold. It was brilliant. It was working. And then Coca Cola did something Branson didn't see coming… They didn't make a better product. They didn't out-market him. They didn't compete on quality at all. They just went to every retailer in the UK and paid them to stop stocking Virgin Cola. Overnight the shelves were empty. It wasn’t because Virgin Cola wasn't good. It wasn’t because Branson hadn't worked hard. It was because the rules of the game changed. And here's why I'm telling you this… AI is doing the same thing to coaching niches right now. It's not trying to be a better mindset coach. It's not competing with you on quality or depth or care. It's just making the information free. And when the information is free, clients stop paying for it. Mindset coaching. Life coaching. Confidence. Healing. Manifestation. The shelves are emptying. Not because those coaches aren't good enough. Because the rules of the game changed. But here's what Branson would have done differently if he'd seen it coming. He would have moved into a market Coca Cola couldn't touch. And that market exists in coaching right now. The relationship niche. AI cannot sit with someone and feel the dynamic in the room. It cannot give live feedback on a real conversation in real time. It cannot heal the patterns that formed before someone even knew what a pattern was. One in three people are in a bad relationship right now. They've consumed every book, every podcast, every AI tool available… And they still need help. Because no amount of information fixes a dynamic between two real people. That's the market Coca Cola can't touch. That's the market AI can't touch. And that's the market I'm going to show you how to build a practice in.

I realised something yesterday: I left my posting on this platform too late, fell asleep halfway through posting and missed my daily target. So I’ve lost my.🔥 This showed me I can’t rely on ‘later’ I need to show up earlier in the day. Lesson learned.😄 Dust myself down and start again. Anyone else noticed they’re more consistent at a certain time of day?

All the best!

I’ve been thinking about what it really takes to be great at coaching, and there’s a mindset shift that feels important to share… A lot of people step into coaching with an unspoken expectation: I want to get better at this… but I don’t want it to feel hard. And I get it… But the reality is, growth doesn’t work like that. The hard isn’t a sign that something’s wrong. It’s part of the process. The difference between people who grow into great coaches and those who stall out isn’t that one group finds a way to avoid what’s hard. It’s that they learn how to stay with it. It’s not about trying to remove the challenge. It’s about building the capacity to move through it. And here’s where it becomes even more important for coaches… We ask our clients to stay with what’s hard. To not avoid discomfort. To keep going when things feel uncertain or uncomfortable. There has to be congruence there. If we’re not willing to face our own hard… if we pull back when it gets uncomfortable… it becomes much harder to ask someone else to stay in it. But when we do stay with it, something shifts. We’re not just teaching it, we’re modelling it. And that’s where coaching becomes far more powerful. So instead of asking, “How do I get better at this without this feeling so hard?”… The better question becomes… “How do I get better at coaching and get better at doing hard things?” That shift is liberating. It lets you stop fighting the process and start working with it. If this truly matters to you, then it’s worth accepting the full package… It will stretch you It will challenge you It will require consistency And it will be hard The goal isn’t to eliminate that. The goal is to become someone who can meet it and keep moving forward. You don’t need to choose between growth and discomfort. You need to learn how to do both.

To be a coach is to be a learner. Everything you can do today… once… you couldn’t do. You learned how to do it through repetition. You learned it through practice. What are you practicing every day? Because whatever you repeat, you reinforce. Some people are practicing distraction. Some are practicing fear. Some are practicing staying stuck. But you? You’re building a coaching business. So what are you practicing this week? Is it… Reaching out to potential clients? Having real conversations instead of overthinking? Showing up consistently online? Making offers, even when it feels uncomfortable? For me, it’s the same with learning piano. I don’t improve by thinking about playing. I improve by sitting down, getting it wrong, repeating it, and getting a little better each time. Your coaching business is no different. You don’t grow your coaching business by waiting for the perfect strategy. You grow it by practicing the actions that actually move it forward. So here’s your challenge this week: What 3 actions are you going to practice daily? Not “try.” Not “think about.” Actually practice. Because your results aren’t random… Your results are trained. Let’s train the right things. Comment below and tell me what you’re practicing this week. I’d love to hear.