I have written every day for the past 10 years. If you like to read, I've got your back - and I promise to challenge your thinking

What’s the #1 risk to your business, today?

I hired a new coach last week. I really thought twice about spending money at this moment in time. But I realized this wasn’t an expense. It was an investment in me. And I have to walk my talk… 

If you tell people it’s important they have support, you have to invest in your own. 

As a business owner, you’ve got to look at your numbers. But if you’re a coach who has stopped investing in support, how can you ask others to start paying for yours?

[If you’re a coach facing financial difficulties, read my note at the very bottom of this message.] 

How are you investing in yourself and your business, right now? 

I got on a 30 minute call with this new coach and within 15 minutes I was complete. I got my insight, my inner peace came back – and I was done… 

It was a great reminder: 

  1. Clients pay coaches for the insights they have, not the time they spend… 

I had a session with my finance person, last week, to review our numbers. She’s a coach by training and she reminded me: 

  1. Great coaching is about asking great questions, not giving great answers. 

Here’s what she asked me… 

What’s the #1 risk to your business, today?

My bookkeeper was in the meeting and she replied first: “Creating clients at this moment in time…”

I shook my head and said, No… 

The #1 risk to my business, today, is me not taking care of myself and getting exhausted.

There was silence for a moment. 

But then I smiled. I know what to do, I said. I teach this for a living… And we all laughed!! 🤣

How do you sell in challenging times?

You don’t.

You serve. 

You create value. 

You invest in yourself. 

When you serve… you give people an experience of your coaching. 

When you create value… people leave your conversation with more confidence and more inner peace. They leave with a clear next step and a powerful question to reflect on. 

When you invest in your own coaching… it’s easy to look someone in the eyes and tell them the price to invest in theirs. 

You’re a coach. 

You were born for this moment. 

Love. Rich 


[NOTE: If you really need a new client because you have to pay the rent, make payroll, or to pay for food, my heart goes out to you. 

You cannot create clients from desperation.

You have a different job right now… 

Your job is to take care of your family. Drastically cut your costs, apply for a loan, look for a job, delay tax payments, put mortgage payments on hold or even – in extreme circumstances – apply for bankruptcy. Get advice from a professional. 

Acknowledge your situation, look it squarely in the face, and seek professional support. It’s tempting to want to bury your head in the sand. I get it. Instead, take one tiny step.]



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.
That’s what we do.

If this sounds like you, let’s talk and explore if working together is a good fit.

Learn more about ways to work together

<h2>Join the Deep Dive Waitlist</h2>

<form accept-charset="UTF-8" action="" class="infusion-form" id="inf_form_5bc29e0421b01e24647c19a6050e234b" method="POST">
    <input name="inf_form_xid" type="hidden" value="5bc29e0421b01e24647c19a6050e234b" />
    <input name="inf_form_name" type="hidden" value="Web Form submitted" />
    <input name="infusionsoft_version" type="hidden" value="" />
    <div class="infusion-field">
        <label for="inf_field_FirstName">First Name *</label>
        <input id="inf_field_FirstName" name="inf_field_FirstName" placeholder="First Name *" type="text" />
    <div class="infusion-field">
        <label for="inf_field_Email">Email *</label>
        <input id="inf_field_Email" name="inf_field_Email" placeholder="Email *" type="text" />
    <div class="infusion-submit">
        <button class="infusion-recaptcha" id="recaptcha_5bc29e0421b01e24647c19a6050e234b" type="submit">Submit</button>
<script type="text/javascript" src=""></script>
<script type="text/javascript" src=""></script>
<script src="" async="async" defer="defer"></script>
<script type="text/javascript" src=""></script>
<script type="text/javascript" src=""></script>
<script type="text/javascript" src=""></script>

Join the Deep Dive wait list

You will be notified when we open registration for the next Deep Dive