Before we build a website, write copy, or launch a funnel, there are six foundational questions that determine whether this business scales or stalls. This is that conversation.
Connections, case studies, and the ability to create content. Most coaching businesses spend years trying to build those three things. We're starting with them. That's a strong position.
"Think of this as the blueprint phase. Everything we build later will be shaped by the decisions we make here."
The Goal of This DocumentWhat we do not have yet is the clarity that makes those assets compound. That's what these six areas are designed to produce.
Broad labels like "executive coach" mean almost nothing in a crowded market. The businesses that win own a narrow category so clearly that when someone has the problem, our name comes up first.
If a past client cannot articulate what makes your coaching different, you do not yet have intellectual property. You have a service.
If you already have a framework, what is the framework? We can't hide what we do behind a veil (the old way).
THINK: Give away the secrets, sell the implementation. We can add value to anyone by giving away free content, but we sell our expertise and speed of implementation.
Example: We let leaders in on the secret of how to become men of purpose who walk in a greater experience and expression of God in their lives through content (podcasts, short form vid, long form vid, etc).
We then offer specific and personalized coaching via retreats and resources that they invest in to position themselves around leaders who sharpen them and speed up the results they see in their lives. The idea is that you "get in the room" with the people that can have the greatest impact in your life.
Connections open doors. Frameworks create clarity. But proof is what closes deals. In a market full of coaches making big claims, the businesses that grow fastest can show tangible, quantifiable results from real clients.
Positioning tells the market who you are. IP tells them how you think. Proof tells them you can deliver. The offer is what they actually buy.
Content is how we move from being known within an existing network to being known by the broader market. Not all content is equal. Each layer of the funnel serves a different purpose.
The temptation is to build massive infrastructure before generating any revenue. That's backwards. The fastest path is to leverage what you already have to get paying clients in the door, then build the systems around what works.
Clarity first, then speed. Start with positioning and IP -- those two areas unlock or block everything else.