Dr. Noah St John says sending top performers to generic coaching sends the message something is wrong with them, reinforcing hidden insecurity. Brandon, a financial planner who spent $30,000 on self-improvement programs, tripled his sales in a month once his limiting belief was identified and removed.
Think about what happens. You have a person who already knows how to do the job. They've proven it. And you respond by sending them to more coaching, more training. The message that lands is not, we believe in you. The message that lands is, there's something wrong with you. To a high performer whose entire identity is built on being the best in the room, that signal is devastating. Because it confirms the exact insecurity that the invisible brake is built on. Now, I've seen companies spend hundreds of thousands of dollars on traditional coaching programs for their top producers, and most of them came out performing the same or worse. In fact, some of them started updating their LinkedIn profiles. The retention program designed to keep them was actually pushing them out the door. For example, Brandon is a financial planner. He'd spent over $30,000 on self-improvement programs. Every single one of them told him to learn more, to do more, to push harder. But the real issue was what no one had shown him. It was the invisible brake. So once I came in and identified and removed his specific invisible brake, He tripled his sales in one month.
