In this monologue, David Molina discusses a noticeable shift in the coaching industry: while overall sales are down, a subset of coaches who focus on high‑ticket, one‑on‑one engagements are thriving. He attributes this resurgence to a cyclical consumer preference for familiar, personal experiences—paralleling recent successful live‑action remakes of classic movies and nostalgic media hits. Molina argues that AI tools like ChatGPT are creating a sense of isolation, prompting clients to seek genuine human connection, which makes personalized coaching more valuable. He emphasizes that coaches must cultivate a strong, transparent personal brand that conveys safety and clear values, enabling clients—especially high‑net‑worth individuals—to feel secure in the relationship. Drawing on insights from a relationship expert, he highlights safety as the core driver of client purchasing decisions. Molina concludes that group coaching, though still viable, will face diminishing returns, and advises coaches to pivot toward one‑on‑one models, focusing on brand authenticity and proximity. He directs listeners to his site, likesaintcash.com, for daily insights and further support.
Chapters
So news are in and sales are down. I'm talking to a few guys that I have the pleasure and I'm very grateful that I'm in some really good masterminds with some people that are really smart, they know what they're doing, and we can talk openly about what's happening, what's not happening, and you kind of see it all over the room. It's like sales are down, like for everybody, right? Like they're not making much. And, uh, well, they're kind of thinking, what do I do, right? And to give you some context and what these guys do, they run from maybe like $30 grand to $200 grand a month kind of coaching businesses. They used to do a lot of coaching and consulting. Well, they still do, uh, but like sales for everybody are like kind of down, right? But there's like this other select group people who don't do group coaching and they mostly do stuff that is like very personal. So they invite people maybe to their home or they only work with a very small amount of clients one-on-one and they're doing fine. They're like, your sales are down and I can't relate. So what's going on? What's happening? And, uh, I feel like the more, like you can see it even in the movies nowadays. So you see, for example, Lilo and Stitch, you know, the movie, It came out when I was a kid, and now they did like a remake about Lilo and Stitch, but like in real life, really like live-action, and it did really well. Same thing happened with The Lion King, came out when I was a kid, now it's like a thing because they kind of redid it like in, in live-action, like it's real, like actual lions, and it's doing really well. You watch some of the most popular shows on Netflix, and what are they? It's The Office and it's Breaking Bad. And it's a lot of these same things that are kind of like coming full circle, right? They're like returning. A lot of them, even the music I listen to is like '80s and '90s, and I enjoy those a lot. And you can kind of see how these things are like coming back. So what used to sell really well when kind of coaching first started were one-on-one. They did really well. Like people wanted proximity, they wanted to talk to the person, and it was just kind of nice to be able to interact with somebody one-on-one. You can talk to the guy. And then group coaching came to be, and then that sold really, really well, and it still sells to a degree. It sells really well. I feel like there's a decline now, but it's still selling really well to a degree. So it's happening that now kind of things are happening like Lilo and Stitch happened. So Things are going back to one-on-one where those are selling really well. And I feel like it's kind of part of this loop that things kind of go full circle, but also because AI is making a big change that is making people feel pretty lonely. You've seen this thing around where people comment about ChatGPT doing weird things to them and they outsource their thinking. They give it to something, ChatGPT, and they're not thinking as much. They're not as smart. It's like something is doing the thinking for them and they kind of outsource all decision-making. And criteria and judgment to a machine. And eventually they feel so dependent on it. And everybody does this. Well, a lot of people do it where they stop kind of having that contact with others, asking somebody else, even talking to their friend, right? Where they have that contact and AI is making people feel really lonely, even for business problems. They ask AI that. And so it is a need, like it's a human need. To have connection, to talk to others. And I'm one of the people I know that are most introverted, and even I sometimes have like, you know, I hit up a friend or a mentor, I go with my wife, hey, what's up, how's it going? So I talk to people sometimes because it is a need to talk to people eventually. And I think that combined with the fact that things go full circle and with AI making things very lonely for a lot of people, One-on-one is kind of making this comeback where it's being very easy to sell because the value of it is kind of in what it's not. Because people are like, am I gonna talk to your minions or you? No, it's gonna be me. Am I gonna talk to your GPT or you? No, it's gonna be me, right? Do I have to watch a course or whatever? No, dude, it's just, we just talk, you know, like that's what people used to do. You know, people used to talk and communicate. That's what we do, right? And people find a lot of value in that, I feel. Returning to those things that come full circle. So I feel like if you have a— well, personally, I believe that if you have a group coaching, I think it's, I think it's gonna be a few years until you can make a lot of money with it, and then it's gonna be really hard. But if you do one-on-one, or if you're planning on doing one-on-one, I think that's kind of where things are headed. People want this connection, people want this proximity, and so Where should you put your focus? Like, if that's you right now, like, where should it go? I think it's on you. It's on brand. It's what's making— it's making people feel like they have a connection with you. Establishing a strong world, strong values, kind of things that you tolerate and you don't. Building a world so that people can kind of feel like safe with you, safe with approaching you and talking to you one-on-one. Because it's kind of what people want. I talked to one of the people in this mastermind. She's actually a relationship expert, and it's really interesting because she works with people who make a lot, a lot of money. Like, they're— how do you say it— la crème de la crème, you know what I mean? Like, the top guys. And people who make millions, hundreds of millions, that have fundamentally broken relationships. Like, they don't do well with that. And I asked her, what are some of the patterns you've seen both in the broken and the not broken, the ones that are really strong? And she said, at the core, what people really want, both men and women, to be like in a really strong relationship is feeling safe. They just want that safety. That was her insight. Regardless of if you agree with it or not, what I've noticed is that people tend to buy from people that make them feel safe because they create a world, they're open. They show this is what I believe in, this is what I'm not, this is what I don't believe in. And so when you purchase from them, you kind of know what you're getting. It's like, it's— there's no surprise. Like, people don't like surprises, people don't like going into the unknown. So if you're open and you're showing this is me, then you provide that feeling of safety that people can lean in and they like to buy from. So yeah, that's where I think we're going. I think this is, this is the transition from Well, Chris is your back to people. People like people, people want to buy from people. And group coaching, it had a good run, it still has a good run, but I don't think it's gonna go on for long. I think one-on-one is gonna, it's gonna make a big comeback, and I think that's kind of where things are headed. So maybe that's you, maybe you feel like business is down in a way. Group coaching is not as easy to sell anymore. Then that's probably a focus to shift to you, to making yourself more desirable so that people will feel safe with you and vibe with that proximity that it's just a human need, right? But yeah, that's it. If you'd like to see how I'm doing it, you can go to likesaintcash.com. I send a daily insight on how I do this stuff, and there's options there if you'd like to get more help. So that's it. See ya.
