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A little boy with a little broken heart

A long-term client of mine just reached out because they had received 6 NOs in a row.

Their coaching revenue had dropped significantly and they asked me, “Is this caused by pandemic fatigue, war, inflation, or do I need to do things differently in my business?”

They were honest and said that they were looking for a savior to take away their anxiety.

So, I promised not to be their savior, or to take away their anxiety. You see, receiving NOs is the price of doing business The Prosperous Coach way. And I make the assumption that everyone I coach is far more powerful than they know.

Coaches in my community are often surprised to hear me say that one of the main reasons I’m more successful than most coaches is that I’ve failed more than most coaches. 

Failure isn’t a prerequisite for success but it’s your willingness to fail, dust yourself off and try again that sets you up for long-term success.

If you don’t want to feel anxiety, you can always go back to the security of working for someone else’s business. No shame in that. Just notice that security is an illusion. You can be fired tomorrow. 

Building a coaching business can feel challenging. Heck, it is challenging. 

Nobody owes you anything because you took a coach training. Nobody owes you anything because you used to be a senior executive. Nobody owes you anything because you spent the last 3 months creating a website, a book, or an online program. 

Nobody owes you anything. 

If you want to be a Prosperous Coach, you need to stop believing the stories your mind is telling you when the NOs show up. 

If you want to be a Prosperous Coach, you need to create value for others – constantly. You need to serve people powerfully – regularly. 

If you want to be a Prosperous Coach, you need to embrace the NOs. There’s no way around it. 

My 7 year old son just told a friend of his that he has a crush on her. 

Her dad and I took them to a movie date together. It was so sweet. 

He was devastated the next day, when she told him she wanted to be friends but she didn’t have a crush on him. 

He cried for hours and hours. 

We just held him. 

And we loved this little boy with his little broken heart. 

When he was feeling a little better, I told him I was so proud of him for knowing what he wanted. And for asking for what he wanted. 

I told him that most people live their whole life NEVER doing that.

I told him that part of the reason that most people never ask for what they really, really want is that it’s too painful to receive a NO. 

I told him that NO is actually an acronym. And I asked if he knew what the letters stood for…

He immediately replied, “Never Again?”

I had to bite my tongue and hide my smile!!

Not quite… I said. 

NO stands for NEXT ONE. 

As my friend, Steve Chandler, says, Yes lives in the land of No

And, as Byron Katie says, You can have anything you want in life if you’re willing to receive 1,000 NOs

I’m on a mission. 

Because I’m done with coaches living in scarcity.

It doesn’t have to be that way. 

When you can find a way to unapologetically serve your clients AND your potential clients, you will literally change people’s lives.  

And they will talk about you. 

And you will become a Prosperous Coach. 

You’ll make more of a difference to your clients’ lives. And you’ll live a more prosperous life yourself, which is deeply attractive to clients. 

If you want a life without heartbreak, you need to live with a closed heart. And that’s no life at all. 

If you want to live a life without rejection, without failure and without hearing the word NO, do nothing and say nothing. Then, of course, you’ll be nothing. 

The life of a Prosperous Coach ain’t easy. But it’s the life I’m committed to. 

How about you?

Love. Rich 


PS. Dramatically increase your confidence as a coach by mastering enrolling clients. Drastically increase your ability to raise your fees and up-level your clients. And learn to have fun making money. Join me on The 90 Day Money Game. There’s still time to join us…   


PLUS, whenever you’re ready – here are 4 more ways you can drastically increase your income and impact as a world-class coach:

  1. Assess your current coaching level and learn how to get to your next level. Read – or remind yourself of – The Litvin Levels, from The Prosperous Coach.
  2. Watch me coach some of the top coaches on the planet, in order to drastically uplevel your coaching skills. Join me on How To Coach A Superhero: The 4PC edition
  3. Imagine joining a Deep Coaching experience alongside the members of 4PC, my community of high-level coaches… We only offer The 4PC Accelerator once a year and it always sells out in advance. Save $1,000 with early-bird pricing.
  4. Learn how to enroll and coach successful, talented and ambitious clients – with power and impact. Join my flagship program, Project Kairos – for 8 months of guidance, challenge and support to master creating clients.


Transforming world-class leaders into world-class coaches.
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