6d • 💪 WINS
10x in 12 months.
$1200 to $53k a month in just a few years - and a $50k down payment.
A few years ago, I was charging $1,200/month for coaching.
And honestly?
I thought that was a lot of money.
I didn’t even fully believe people would pay it… until a client told me I should be charging that.
One year ago, I made a decision:
I was no longer going to think of my work as “coaching individuals.” (Some of you remember Ben telling me in Austin in May 2024, to stop doing it)
I was going to start helping organizations build better leaders, better cultures, and better systems for growth.
That shift changed everything.
Because I started asking a different question:
What is the monetary value of one or more truly great leaders inside an organization?
Not theoretically.
Actually.
What is it worth when leaders stop avoiding difficult conversations?
What is it worth when every employee has a real plan?
What is it worth when bad news travels vertically instead of horizontally?
What is it worth when people stop trying to be right and start trying to get it right?
That became the foundation of my work.
I created something I call The Friction Triangle.
It teaches leaders the difference between being kind and being nice.
Nice is comfortable.
Kind is clear.
Nice helps both people escape the difficult conversation in the name of comfort.
Kind tells the truth and builds trust.
That became conflict navigation.
Then I started diagnosing cultures through a simple question:
“How does bad news travel in your organization?”
Does it travel horizontally, through gossip, side conversations, and quiet frustration?
Or does it travel vertically, to the people who can actually solve the problem?
Organizations that want bad news to travel vertically are organizations that are serious about psychological safety.
Then I saw another pattern.
A lot of leaders have egos that require them to be right.
But great cultures are built by leaders who care more about getting it right.
That became ownership and accountability.
Conflict navigation.
Psychological safety.
Ownership and accountability.
That small framework drives productivity and growth.
And I now teach it through the five phases of every employee’s journey:
- Attraction
- Hiring
- Measuring
- Developing
- Retaining
Attraction and hiring are about the people outside your company.
Measuring, developing, and retaining are about the people already inside your company.
A month ago, I quoted an organization $15,000/month.
They verbally accepted. (Awaiting board approval this fall)
This week, I quoted another organization $53,000/month.
The contract was signed within 72 hours.
Both were frightening.
Not a little frightening.
Absolutely frightening.
But here’s what I’m learning:
Your next level will usually feel unreasonable to your current identity.
Five years ago, $1,200/month felt big.
One year ago, $5,000/month felt big.
This week, $53,000/month became real.
My goal this year was to get to $83,000/month.
I almost did it in 30 days.
And if I fill my September cohort with 10 leaders, I’ll hit the goal with a plus $100k.
Here’s the lesson:
The ceiling usually isn’t the market.
The ceiling is the frame.
When I framed my work as individual coaching, I priced it like individual coaching.
When I framed my work as organizational transformation, the value became obvious.
Same person.
Different frame.
Different floor.
Different focus.
So here’s the question I’d ask you:
Where are you still pricing, selling, or explaining your work from an old identity?
And what would change if you started measuring your value by the transformation your work actually creates
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15 comments
10x in 12 months.
Leaderboard (30-day)
1
+39
2
+15
3
+11
4
+10
5
+8
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