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Success is hard. And you can do hard…

Last week, I ran my first in-person intensive in five years. One hundred and twenty people flew to Santa Fe, from as far as Denmark and New Zealand. 

I thought I’d be nervous. 

I haven’t been on stage in front of that many people since lockdown in 2020. That’s over five years… 

I was worried I’d get tongue-tied, or lose my voice, or get sick. 

All those things have happened to me in the past. 

I was surprised to discover that I felt relaxed, confident, and in my body – for most of the event. 

I was unfiltered. 

And I was on fire. 

It felt great to be back. 

As I began to reflect on why I felt so relaxed and in the moment, it struck me that I’ve been teaching, coaching, and speaking to large groups of people for OVER THIRTY YEARS. 

As the magician Teller (of Penn & Teller) once said, “Magic is just someone spending more time on something than anyone else might reasonably expect.”


I’m more successful than most of my clients because I’ve made more mistakes and screw-ups than most of my clients. 

I started to study coaching in 2005. It feels like yesterday. But it’s been over two decades. 



When people begin working in an organization, they know that it can take years of persistent, hard work to make it to the C-suite.

When people become entrepreneurs, they see it can take years of persistence and pivoting, in order to find an idea and a business model that works for them. 

And athletes are under no illusion that it can take decades of sweat, blood and tears to reach the highest levels of success. 

A Sense of Entitlement…

But something I notice about new coaches is that many of them have an expectation that after a couple of coach training programs they’ll be making $100,000. Or after a couple of years, they’ll be making a million dollars. 

And there’s something about new coaches that makes them believe the nonsense in their social media feed that a few posts on Facebook will give them all the clients they ever need. 

It took me over 5 years before I was regularly making over $100K/year. It took me over ten years before I had my first million dollar year. And I once invested over $100,000 into a marketing company, only to generate around $15,000 in revenue.

You do the work for free, you get paid for your courage… 

I earned every single one of the dollars I’ve made because I have been willing to make mistakes, to screw up, and to fail. Again, and again, and again…

If you want to be successful as a coach, you’ve got to put in your time. 

If you want to be successful as a coach, you’ve got to do the work. 

If you want to be successful as a coach, you’ve got to do your reps. 

The world doesn’t owe you clients. You need to earn them. 

If you see a coach more successful than you, I can promise you one thing: they’ve been willing to struggle more than you. 

As Michelangelo once said, “If people knew how hard I worked to get my mastery, it wouldn’t seem so wonderful at all.”

If you’d like my support on your next steps to mastery, The 100K Club is designed to help you with TWO things:

  1. Master Creating High-fee Clients: to help you build a thriving word-of-mouth coaching business… 
  2. Master High-Level Coaching Skills: to give you the confidence to coach people smarter, wealthier and more successful than you…

You do the work for free, you get paid for your courage… And The $100K Club is designed to build your courage muscle. 


It won’t be easy. But nothing worthwhile ever is. 


It may be hard. And you can do hard… 


Love. Rich

PS. Join me this July to write your book, transform your coaching business, and attract your dream clients. My newest program is called, $100K Book: How to Write A (Tiny) Book That Creates Clients. The price increases on June 17 by $245.

Plus, whenever you’re ready – here are 3 ways you can drastically increase your income and impact as a world-class coach… 

  1. Rich Litvin’s 1:1 Coaching Playbook: Learn my top 10 proven tools for coaching elite clients in this live training. All calls are recorded, so it’s not too late to join me… 
  2. Rich Litvin’s Group Coaching Playbook: Make group coaching a lucrative and fun part of your business. Effortlessly fill and lead impactful group programs.
  3. Don’t miss out on The 100K Club: A six-month Master’s Degree in High-Ticket Client Creation. 🎓 This comprehensive program is designed to help you achieve 6-figure coaching success. The price increases as we approach the start date, so secure your spot now to lock in the best deal. Take action today and start your journey to coaching mastery! 🚀 Click here to reserve your spot now.

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