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2 questions you should NEVER answer…

There are two questions I get asked on a regular basis:

  1. What do you do?
  2. Can you give me clarity?

The trick to being a great coach is to realize that you don’t actually have to answer every question that you are asked…

1. What do you do?

This week’s podcast is a short episode where I’ll tell you precisely how to answer the question “What do you do?” 

It’s an overwhelming question and still to this day I get frozen sometimes when I get asked it.  But there are very powerful ways to answer this question.

HINT: the answer is almost never ”I’m a Coach.”

I’ll also tell you a short story on the importance of being your unique self as a coach.   

2. Can you give me clarity?

One of the most common answers I hear to the question, “What do you want?” Is the single word, “Clarity.”

If I just had clarity, then… I’d launch my business… I’d coach CEOs… I’d speak at conferences… I’d publish my book… 

Here’s the thing. It rarely works that way round. 

Cast your mind back 10 years

What were you doing a decade ago? What was your business like? Did you even have a business? Who were your dream clients and how much did they pay you?

Now, did you have any clarity back then what the next 10 years would like? 

A decade ago, did you have any clarity what you’d be doing today? Or what your business would be like? Or who your dream clients would be. Or how much they’d pay you?

Driving in the fog

I’m from England, where it can get really foggy during the winter. 

Growing up, I remember nights where the fog was so thick you couldn’t see more than 3 feet in front of your car.

It didn’t stop me.

If you drive slow enough, you can travel safely – for miles – in the dark and the fog. 

Stop waiting for clarity

If the path before you is clear,

you’re probably on someone else’s.

– Carl Jung

Clarity can be useful before you begin. But you don’t need it. And your clients don’t need it, either.

Take one tiny step. 

And then the next. 

And then the next. 

You’ll be surprised at what you accomplish.

And your clients will be surprised at what they accomplish, too.

Love. Rich


PS. Exciting News… The acclaimed 90 Day Money Game is making its grand return! For 16 years, this unique Client Creation game has been the secret weapon for the world’s top coaches ready to create their next client. Now, it’s your opportunity to join the ranks… 


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  1. The Coaching In Challenging Times Playbook. The year ahead is likely to be volatile and uncertain, which is why this playbook has been downloaded by tens of thousands of coaches…  
  2. Our Intensives have sold out for over a decade. Secure your spot now – 101 tickets have already been claimed. Choose between The Virtual RLI to unlock the secrets to a thriving coaching business. Or Join me at The Santa Fe RLI – our first in-person Intensive in 5 years, bundled with complimentary Virtual RLI access.
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