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

Learning to create clients does not have to be fun.

(It is being able to create clients that is fun.)

toddlerswimmingMy wife and I came across an innovative swim teacher who works with toddlers. And he helped me see a distinction that separates Professional coaches from Struggling coaches.

You see, he has a great track record for helping kids learn to swim underwater in just a few days. But his process is intense. The kids all cry on the first day. Many cry for the first few days he works with them. And many parents find the crying of their little ones intolerable and don’t see the course through.

Here’s how he puts it:

“Learning to swim does not have to be fun. It is being able to swim that is fun. The learning process is often difficult and learning to swim is a process.

There is also no specific point at which a child is magically “ready” to swim, some may never seem ready. There is absolutely nothing wrong with a preschooler who does not want to put his face in the water. Why would he? What is fun about not being able to breathe or see clearly?

But readiness is irrelevant.”

Many coaches quit the profession or go on indefinitely without results because of a fundamental misunderstanding:

Learning to create clients does not have to be fun. It is being able to create clients that is fun.

The learning process is often difficult and learning to create clients is a process. It involves deep inner work, a willingness to say to your clients what no one else would dare to say, an exceptional understanding of the power of language. And a willingness to fail—again and again and again.

The combination of these skills provides most coaches with the necessary skills to increase their income and impact—and to help their clients do the same.

There is no specific point at which a coach is magically “ready” to make bold proposals—some may never seem ready.

But readiness is irrelevant.

And there is absolutely nothing wrong with a coach who does not have a desire to fail.

Why would she? What is fun about taking risks and feeling uncomfortable?

But it’s the only real path to long-lasting success as a coach.

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

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