The Coaches Results Express: How to Build a Thriving Coaching Business That Actually Works

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Welcome to Success Secrets Exposed. Tune in live every Tuesday at 7 PM Eastern Time or Wednesday mornings in Australia on W4CY Radio and Talk4TV. Every week, Sally leads intimate conversations with today's thought leaders, changemakers, disruptors, and masters of their inner genius to bring you tips, strategies, and insightful perspectives on various topics shaping our lives and business growth, revealing the human element of success and challenge.

How to Build a Thriving Coaching Business That Actually Works. And today we're joined by 2 great guests. Deb King and Gabby Button, who are co-founders of the Coaching Training Campus, a global results-driven community empowering coaches to thrive. With over 5 decades of combined experience in leadership, coaching, adult learning, and business growth, Deb and Gabby specialize in helping coaches transform their wisdom into high-impact offers, attracting aligned clients, and building businesses that deliver real results. Now, their unique approach is grounded in research, strategy, and soul, equipping coaches to stand out, grow substantially, and lead in a rapidly evolving world. Please help me welcome Gabby and Deb. Welcome.

Thank you so much, Sally. So good to be here.

Yeah, great to be here, Sally.

You're very, very welcome. I'm super excited to be sharing you with the community and talking about this topic. particularly after I joined one of your webinars not that long ago and was blown away by the structure, the storytelling, and the way in which I, for myself, having worked with so many coaches and been in the coaching, having had a coaching practice myself, sort of going, oh my God, I wish I had that back then. So I'm really excited to share what you guys have been doing because I think it's a real tipping point for coaches and the coaching industry. So as we like to start off with the show, we always like to start with that little bit of a backstory. So can I get you to tell your own individual backstories and then how you've actually come together? Because you actually are a very dynamic duo with very different skills that are incredibly complementary.

Thank you, Sally. So I agree with you. I felt the same when, um, Gabby shared this information with me. I was like, oh my God, I wish I knew this all my career, my whole career. No one teaches it. We have to get it out to the world. So that's actually why we're doing it. And so many coaches come to us and say the same thing after, you know, so much training. Um, but my backstory is I was a party animal, worked in London, um, in nightclub, started on the bar, became a bouncer, then a nightclub manager. I was really, really a party animal and seeking externally for happiness. Um, and realized that's not where you find it. I gave that a really good crack, but, um, in 2003 came back to Sydney to become a life coach and then been on a huge journey of personal development, spiritual development, entrepreneurial development, leadership development, all the developments. And in 2020 was going to follow my dream to live in Hawaii and 2020 happened. Um, but, um, basically I got to hear The research, Gabby. Gabby's got an incredible career she can share in a sec, but she'd done this incredible research that blew my mind. And that's where we got into doing this and sharing this with more coaches. But Gab is a genius and an amazing woman. So you can tell the story. Although I love to say, I don't know if she's going to share about your starting your first day of accounting, getting in trouble for laughing. Lucky she keeps laughing, but go ahead.

Yeah, please share some of that. We'll unpack that as we roll out.

It's true. I mean, I've got quite a broad and deep background, which kind of brings lots of pieces together. But as Deb was just alluding to, believe it or not, I started out in accounting. So, and on my first day, I did get in trouble for laughing and was told that really there was no place for that.

Oh God.

So that was my introduction, you know, to the corporate world. But just Very much a snapshot. Started out in accounting, went through that career in a corporate sense up through to financial controller working across a number of industries before moving into the IT industry where I really became that bridge between the techies and the business people to try and create success because they've been, you know, failure after failure, you know, in that space. And I've done a lot of work in that when I was in the accounting space. But my passion in all of that was always people. So from the minute I really started in business, my focus was how do you really work with people and get great outcomes? And that was kind of the core thing that ran through, you know, my career. So, you know, was in the IT industry with a number of different companies, ended up running one of the Australian New Zealand consulting divisions, working very much with the development of the consultants. And then underpinning all of this, because of my love for people and how we get results and outcomes, I started studying, um, andragogy, which is the study of adult learning. So why is it so different when we work with adults as opposed to kids, right? I'm sure we've all got lots of stories there. So that became a real underpinning thing that I started bringing into everything. And then Eventually, I actually went into the learning and development field doing much more work in designing, developing training and programs to get results. I've worked with a number of the larger institutions like the Australian Institute of Management. I have created and delivered training for a number of the universities and, you know, large and small companies around the globe. And then basically COVID hit.

Yeah.

And the industry went And changed overnight. And it really was a change of, um, lending my skills to people who needed it at that time to get online, to develop training, to change the way they coached, um, you know, working with businesses as to what they do. And, uh, as Deb said, at that point, that was actually where we met. And it also seeded, uh, the Coach Training Campus.

Yeah.

Where part of what went into that was that in the IT, when I was working in IT, we did a very lot of research into coaching to ask the question, why are so many coaches struggling? And is there something systemic that could be done to help them out? So, you know, we did this massive deep dive, um, into the coaching world. Um, You know, with a view to helping these wonderful people who have great knowledge wanting to achieve greater success. So all of that really has come together as part of the, what's got into the Coach Training Campus.

Yeah. Fantastic. So I'm, I'm dying to know. Uh, so we've got a party animal and we've got laughs, laughs too much. Um, and I love that. Uh, that's then a quiet state. My God, you actually stayed too after being told there was no place for that. Well done you. Um, and then you've, you know, you've crafted your, uh, your career from that. How and where did you two

So, um, there's an amazing training called Money and You. This is the longest running, um, training that the who's who've done— Tony Robbins, Robert Kiyosaki, Jack Canfield. Like, the list is huge. And when you have done that training, you can do it anywhere in the world for the rest of your life. And Gab had done it gazillions of years ago— not gazillions, but whatever year you did it, Gab.

I think it was one of the very first cohorts. It was well over 20-plus years ago.

Yeah.

And so I thought I'd just test the theory because they were doing one again in Australia. And I thought, oh, I wonder if even after that long they'd let me go back and see how it is now.

Yeah. So 2019, Gab came to the program. I happened to be there. I was working with the team that had brought it to Australia and we got to meet and then we stayed in touch. And so, yeah, it's pretty, pretty interesting. And we both have so many passions in terms of really want to shape the future for the better and do things differently. And we are kind of rebels. And yeah, so there's a lot of amazing alignment that molded into what we're doing now.

Yeah. And that alignment and that difference, but the alignment and the collective of how you two come together was very, very evident to me when I was on that webinar. So that's part of the magic of working with you guys and sort of seeing that sort of roll out. So it's definitely something even as an outsider, You can feel and see as to why you work so cohesively together, which is awesome.

Thanks.

So let's, let's talk about— because I know, and I know you've dived into the research, and, and we also know statistically coaches often don't make a lot of money. And you've talked about that 99% of coaches sort of stay stuck. So let— can I ask you to unpack it? Pack why What is occurring in the coaching industry and why are so many people, uh, staying stuck at that sort of initial stage before we deep dive into the, you know, the deeper conversations?

I might kick that off and Deb can add to it. Um, you know, there are so many reasons, but if we sort of get to the core of it, I guess there are 2 things. One is that coaches are led to believe it's very simple to make money out of coaching. So, and, you know, as you dive more into the coaching research, most of it comes from coaching institutes and others. So it's not really in their favor to be telling the whole truth about what's happening in the industry. Um, and then what actually happens is when they realize it's not working and they go to reach out inevitably, uh, to learn marketing or business skills, that what happens is that training is based on typical entrepreneur training and typical entrepreneurs tend to start with a problem, find a solution and make money. Coaches start with something that they love, their expertise, get it out in the market and hope they'll make money. So we actually, we do it the wrong way as coaches.

That's so insightful. Can I, sorry, I'm just, that is incredibly insightful and that's so simple. I don't want people to miss it. Can I ask you to actually just repeat that? As to the difference there, because that is profound and so many people are gonna miss that. So I'm gonna do a Sally nag here and ask you to repeat that for me, please.

No worries. So when coaches get stuck, they naturally reach out for training and development, particularly in business and marketing. But all, most of that is based on the entrepreneurial model of business, which says find a problem, provide a solution to make money, right? So, and if that doesn't work, what was that, Deb?

Profitable niche.

A profitable niche. That's right. And if that doesn't work, then you pivot or you do something else. So you might go from, you know, doing an offering of a new health food product to working in weight loss to, you know, doing opening a corner store. Who knows? But it's about, it's about the problem and making money. The problem with coaches is we invest in something we love and something we want to make a difference in. We don't go and analyze the market and go, oh, I think I'll just go and analyze the market to see what I should specialize in in order to create a problem, and I'll find a problem first that's got a profitable niche and then do it.

And then, yeah.

We go, oh, I am so passionate about helping parents and I've learned so much. I'm going to get out there and do it. And industry says, you know, we can make so much money out of it. So they go and do it. But having got out there with your expertise and what you love doing, you now have to find the market.

Mm.

So we have to reverse engineer. We have to go, where is the market that wants and will pay for these services? How do we reach it? And that is very different to— and that's why a lot of coaches, and I'm sure Dev will like Speaking to this, we see get stuck. They've gone out, they've done training, and they're stuck on their avatar. Someone's told them they've got to find their exact avatar and the problem they're solving. And yeah.

Yep. And, and I've, I've been in training rooms when someone's asked that question, what's your avatar? And you see all of the faces. Uh, and for those that are listening in and not seeing that facial expression, that was the deer in the headlights and the, oh my God. Holy moly moment. Yeah.

Good description.

Yeah.

Deb, did you want to add anything to that?

Uh, I feel like Gab said, there's so many reasons, but that is such a key one that, uh, well, key 2 reasons really. But, um, coaches haven't been taught the right stuff, basically. That's why when Gab shared the research of what really is needed, what coaches, what clients really want and how to how to do what the thriving coaches do, the structure and tools and principles. When you understand that, it just is profound. And most coaches haven't been taught it. Like, that's basically the challenge.

Yeah. I'm just remembering some of the things that I was taught in that journey. And it's been the roller coaster ride. Launch 20 things, 3 will stick.

Yeah. Oh my God. Really?

Launch 20 things a year, 3 will stick. Right?

Oh no.

And then as a result of that, the market, my market saying to me, oh, so what are you doing now? Which is code for you're really confusing. And as much as we love you.

Such a good point. Confused people don't buy.

Correct.

Yeah. But it is interesting, that idea of launch for anything. I think the doing more Potentially can lead to some results. And, uh, potentially a lot of coaches aren't having enough conversations with people. That's another thing. But, um, yeah.

But doing that much at that volume and that speed, that's just so, so fatiguing.

And thinking that social media, thinking you can just post on social media and that's gonna work. Like,

and I think, you know, there's another key thing that comes out of it and came out of the research is Because of, because of this confusion in how we create businesses, they don't have a proper path. They're jumping all over the place. It takes a lot of time and effort to create product. The last thing you wanna be doing is creating a bazillion of them. Like you want a much better defined path to get into the market.

Yeah.

And when they get stuck, they tend to jump to the loudest voice that's promising the most ridiculously fast outcomes. You know, get 50 clients in the next 7 days, you know, do $10,000 a month, you know, within the next few weeks, whatever the case is. And they dive into these, what we call silver bullet, excuse me, you know, silver bullet offerings.

Yeah, very much so. I've seen that in the rooms, it's run to the back of the room. Yeah,

well, the other thing is They reach out to try and do another certification. They think they're not enough. They need another modality, another certification, and that's going to be the answer. That's what they need. When actually so many of our clients have got an arms-long list of qualifications and certifications and trainings, and they're amazing.

Mm-hmm.

And it's like really just knowing how to create the right structure to, to get results. It's, it's a, it's a It's very powerful when you understand it. It's really quite amazing.

Yeah. And I can really appreciate that from being in the— I'm going to call it the content space, but let's call it what I do is the asset space of creating and creating those elements for people. So let's talk about the importance of that. I'm going to call it the signature model and that clear structure that somebody needs to have to make them easy to understand and therefore inevitable to buy as it relates to their passion? I know this taps into the research, and Deb, you're just about elevating, so I'll let you kick off that one.

I was thinking it was good for Gab to start that off, but in terms of— yeah, I was just smiling going, yes, yes, yes. I get myself in trouble for smiling now. No, Uh, Signature Model is, is the key product that came. So Gab spoke with hundreds of coaches, hundreds of clients, worked out what the top 1% who are thriving in business do different to everyone else.

It

wasn't obvious. She really deep dived into working this out. And it was quite an interesting story, but anyway, dive

into in a

minute. Yep. Um, again, cause she's a rebel, thankfully that's what probably helped. But, um, one of the things is that coaches need, when they first start, need to have one-on-one sessions, right? But the, As soon as they can. The signature model, the signature program is the key product they must have. Too many try to jump to group coaching too quick and all that kind of stuff. Right. But the, the, the, the high value package is what we teach with the right structure and tools, which is a very flexible product, which allows you to work with multiple different types of clients.

It

allows you to charge much higher prices, work one-on-one and really get results. And, um, it's so powerful for your business. And then as you work with more people, then you have more insight into how to market other leverage products of group things and stuff like that.

Which is where you get your scale and you scale both that way and that way.

Yeah. But that first high value package is, is, and, and the way we teach it with the principles, everything that's learned in that process and that created, because we help coaches create their own, um, visual model, which is a measuring tool and tracking their clients' results. Um, everything that happens in that process can be used in everything else they do, whether they want to— yes, group training, retreats, anything. Yeah. Yeah.

That was something that I really, really, really gleaned from when I was on that webinar with you guys was that the possibilities that's created from that very impactful yet very simple structure of the way in which you do things, it just has so much leverage and creates so much confidence because I don't want to— I'm going to use the word blueprint because it's the only thing I can think of, but it's so robust but flexible and expansive was what I got when I was listening to that webinar for you guys. So Gabby, I'd love to know some of the details as it relates to the research that you did that enabled you to find and craft this structure that you've now got and it's

So the base of it was diving into the question of why are so many coaches struggling? Um, what does it take to create success? And the purpose of it was actually to see if there is something systemic.

Yeah.

So is there something repeatable? Is there something we're not seeing that the ones who recruit creating success at doing that those who aren't, aren't doing. And of course, there are a lot more who aren't than are. Um, so in order to do that, it took a lot of talking to coaches, but not just coaches, talking to clients, current clients, past clients, and potential clients. Because obviously, if clients aren't buying or aren't renewing, Um, you know, that, that too is an issue. And the other thing, and I'm sure you're aware of it, is there is kind of a lot of, um, talk about the coaching industry as being, um, you know, not having a lot of credibility, a lot of people calling themselves coaches, um, you know, and a lot of churn and burn out there in that industry because of, you know, all the sort of hype marketing that goes on. So Uh, it was interesting finding out about the image of coaching and the word coaching as well.

Mm.

So, but the idea was to really dive in and see what that was about. Now, the focus of it when we were talking about success was financial success being creating the money that you want to, you know, live the life that you want and creating results with clients. So we didn't wanna look at the churn and burn models, right? We really wanted to look at those that were creating, uh, success for their clients. Mm-hmm. As well as themselves. Yeah. So in doing that, um, obviously it took lots and lots of discussions and unpacking and looking at what they were doing. Um, and initially we actually couldn't see any difference. It was like, yep, everyone's doing the same thing. And, but when we eventually dived deeper, we started to see that there was actually a path that these successful coaches followed that the others didn't. Now, a lot of them didn't get the path first go.

Yeah.

Right. So the reason we didn't see it is because there was like a lot of jumping around.

Yeah.

But when we then spent enough time digging down, we started to see the repeated patterns, right? Because these coaches would look back and the light bulb would go off that, oh my God, that was the thing. Yeah. That took me from there to there. That was the thing. And then once we got that and started talking to more clients, more coaches, um, we, we saw that repeat over and over again.

Yeah.

So that was basically how we ended up, uh, with the model we did. But the really interesting thing about that was these coaches who were very successful in their own right, when we were able to point out the path they followed, All of a sudden, they got even more successful because they now had the formula, if you like, in order to keep going. So it was really interesting.

So it almost sounds as though it was an accidental formula. And God bless hindsight and looking back and all those lovely joining the dots retrospectively, like Steve Jobs tells us, was in actual fact the secret sauce for their own confidence and momentum. Because they weren't just living it and doing it intuitively or instinctively. They could actually see what they were doing, and that visibility of being able to see it just gave them another level of, uh, of comfort— confidence isn't even the right word, but just empowerment. Yeah. Because they could— they knew, they knew that they had, had something. So, um, I'd love to, um, Yeah, just love to have a bit of an example of somebody, if you can tell a story around where that light bulb really went off. Because I've, having worked with clients and with the legacy leavers that we all do, you know, you can see when that light bulb moment goes off and then, you know, the impact of that. I'd love to hear a story of somebody where you've seen that and then you've gone on and seen what they've done next.

Uh, from the research or just in general with the clients?

Either or, entirely up to you.

Uh, well, uh, I'll share a story from the research. Maybe Deb would like to share a story of those light bulbs going off, you know, with the clients that we work with, because you're right that, you know, we also hear this whole imposter syndrome and lack of confidence, uh, in owning who we are and our value. And when you follow this path, what actually happens is that confidence gets there, not because we're working on trying to change our beliefs, but because we see and we understand the value that we bring to the table. Yeah. So I, I think, um, for me, in doing the, the research aspect of it and seeing even with these successful coaches where their energy changed, right, um, through the process was the very first part of the framework is about unpacking your expertise, understanding, um, your what you're really bringing to the table, your signature, um, uh, models. So that, you know, you— because one of the things, just as a quick aside, that came out was the coaching industry, like life coaching industry, limits the term of what coaching is. And we totally have to change that because coaching— Uh, Deb will talk to this more in a minute, maybe if she just makes a note. Um, because you can also tell a good story around that. So we, um, need to expand the concept of coaching to include coaching, training, whatever it is we're bringing to the table, basically, in order to help someone get results.

Our gift.

So pretty much for most of these ones that we're doing the, um, research with, when we started unpacking it and they realized that light bulb moment of, my God, the biggest pivot, the biggest change in who I was and how I presented to the market was when I realized I have a body of knowledge, a body of wisdom to bring to the table that actually gets results and realize that's why I'm here, not because I can know how to have a coaching conversation or I can do this. You know, I have this incredible lived experience, this wisdom, This expertise that I want to make an impact on the world with, and I need to own that and get that out there powerfully. So a lot of these coaches who hadn't quite maybe even gone to the point of, you know, unpacking it as much as they could realize by circling back now and doing another level up of that, it could really, really impact where they were going. And you could just see the change in energy.

I can feel the description and the word that comes up for me. It's in, uh, enlightening their soul. It's setting the fire to their soul because they can actually now— they've— it's that it's landed for them. They could get in them now. They could— it's no longer external and things that are wanting. It's— it is actually in them now. Yeah. Thanks very much. Deb, over to you.

I love the enlightening their souls. There's different things. I'm getting goosebumps over that. Yeah. Witnessing their confidence become total embodied confidence and real certainty and It's, it's absolutely gorgeous to witness. And, and this is for any modality. We've worked with coaches, more traditional HR, financial leadership coaches, to life coaches, health coaches, naturopaths, therapists, any type of modality, down to, uh, not down to, but, um, to spiritual, more woo-woo, uh, sound healers and animal communicators. So the full spectrum of— styles of coaching. And as Gabby said, our definition of a coach is very broad because that's what the top coaches have. And it's thinking like a traditional horse-drawn coach, um, would take a very important person from where they are to where they want to be in greater comfort. And so as a coach, we wear whatever hat we can to help them along that journey in greater comfort. Not that it's always comfortable, but it's more comfortable than by yourself. Right. So, um, so for me, I was life coach trained initially. I've done many different trainings and modalities and mentors and amazing stuff in my career, but the life coach training did limit me massively in terms of thinking I'm not meant to bring myself into the space. Ooh. Um, I, um, um, I didn't even really think I had wisdom until I worked with Gab because I I basically thought I learned it from all my other mentors, trainers, all the things I'd done. It wasn't— it was Gab that made me realize actually we integrate in our own unique way all our experiences and trainings, and it becomes our own wisdom.

Yes.

So I feel that many coaches, especially, um, coaches who have a lot of wisdom, um, they're not necessarily actually owning it fully and realizing how much value they're bringing until they go through a process like this to unpack it and really create their first visual model, which is also a measurement tool that really gets results. Because it's really what clients are buying are results. They're not buying coaching. So it's essential to have the tracking tools and measuring tools to do that. And, um, yeah, we've witnessed it from all those different types of coaches being able to raise their prices. One amazing health coach who— she's absolutely profound. I think it would be like having Dr. Joe Dispenza come to your house. She gets such great results and it's typically attracting people who've got a health challenge. They've tried all the different medical paths, not had success. They come to her and she helps them shift it. profound work and she was only charging $111 per session.

Yeah.

We helped her design a package and she, she sold it for $22,000.

Yeah.

She is incredible at what she does and her client had money to pay that.

Yes. Yes.

But that's what's possible because she was able to expand into that. Um, she was very resistant to structure as many of us who are intuitive and creative are.

That's rude.

Every coach has realized Accountant.

I

like structure. Some people think structure is sexy. However, some of us need to learn that. Um, but yeah, so we've had all sorts of coaches and it doesn't have to be a package of that high, but like even the packages of $3,000 or $5,000, $6,000, that is so much more than what they were charging before. And it helps them actually finally have a sustainable business. And without burning out as well.

Yeah. And I'm going to just pull up the rebel and the structure scenario because guilty as charged, et cetera. But I remember one of my coaches saying to me at one, at one point, and I think this is a really good description as to the, the good that comes out of structure. And it was just, we were just having a general conversation and she said to me, Sally, do you like the word discipline? Now, had she said that to— yes. Had she said that to me 3, maybe 5 years ago at one point, I would have just done the face that Deb just pulled, which was the, oh, yuck, no, don't even mention that word. But more from a fear perspective in my scenario, it was like, no, don't do that to me. I can't be contained. However, because I got more structured and this wasn't under, um, under great coaching at the time, but it was just, you know, suddenly realizing and seeing some of that structure. I had started to really lean into the discipline of routine. We'll call it routine and having certain things in certain ways. And the reason I was leaning into it was because I had certain things in certain ways and I was getting personal results and client results. So, you know, just sort of adding to that little bit of the story. So I'd started to really lean into that. And the rebel in me now leans into that because the more I lean into that, the more, more I can get back to the party quicker.

Yeah.

And serve clients quicker. So I think for those coaches that pull that face when we use the word structure or discipline or whatever, there is so much opportunity in just a small amount of that to refine and define the racetrack so we can move faster or more impactfully.

Yeah, very much so. Very much so.

So much more ease, so much more freedom, so much more joy. It's quite profound. And especially when it's the right structure.

Yes, exactly. Exactly.

Um, we've uncovered. So yeah, for any coach who kind of, um, isn't thriving, this pathway is actually probably what they need.

Yeah, absolutely. Despite everything else.

And then, you know,

yeah, especially if they're passion-driven. So that, that, yeah, so I'm probably more of that entrepreneurial thing because I've seen problems and I've adapted and market. So I, when you talked about the, uh, the entrepreneur learning versus the heartfelt learning, I could see where I was and I could see where clients I've worked with was. So that, that was, that distinction was profound, which is why I asked you to repeat it. Um, but I do think, um, you know, we're starting to really unpack now some of the common challenges. So I'd love you to really talk to that person that is doing the— that is the rebel, that is really heart-centered, that has massive amounts of things, but they're almost not scared. They're almost scared unknowingly of the structure because they're in that thinking of, I just need to go and get another certification, that'll fix it. So how do you help them overcome The opportunity to see what's possible for themselves when you're really talking, uh, when you've really, when you sit down with somebody. Now I know I experienced that at a top level when I was on your webinar. Um, but what, what, when you get to speak to somebody, what's, uh, what's some of the common stuff that comes up for them that you're helping them work through?

Well, I think another thing that some coaches fear is, oh, all my clients are unique and I'm intuitive and I work, you know, Do it in the moment, and da da da da. But we have helped so many intuitive coaches with this because this structure is more a container and principles. Yes, it's it's not at all rigid. It's it's really a um a an understanding of what is essential for them to serve their clients at the highest level. So typically um. They aren't explaining what they do very powerfully. They've not got a high-value package where they may have, um, they've got one-off sessions or they may think they have a package because they've got a bundle of discounted sessions. That is not a high-value package. Um, and so, and they're probably feeling invisible online despite, you know, being amazing what they do and probably Posting consistently all the time and all the things that, that a lot of coaches are doing. Um, but yeah, there's a, there's a lot of challenges and, and in terms of supporting them, different coaches, um, work at different paces, right? So many of them have spent so much money on other courses and not got results and they feel burnt. And so they're so petrified to invest more money with us at first.

Definitely one of the biggest.

They're saying, oh my gosh, I wish I did this years ago.

Yeah.

Gab,

did you

want to add to that?

Uh, yeah, I think probably one of the hardest things is that, that a lot of coaches have spent a lot of money on other programs and feel really, really burnt and ready to reinvest. Uh, you know, they're scared. of not getting results. And that ability, I guess, to start seeing that when the biggest problem is we don't have a path to follow. If we, if we continue kind of being chaotic and running around, you can't scale chaos, or if you scale chaos, you're gonna get more chaos. So we need to—

Yep.

So Appreciating that what we give you is that path to get off that roundabout. There is a path. And as we start looking at each of these key elements on this path to see where you're at and helping you get that, you are building the foundation. And like anything, that foundation is built a bit like a hockey stick. You know, it might feel a little slow at start, but once you get those things in place, It starts happening quicker and quicker. And it's at that point, as you get further down, you can maybe jump out and do some of these other programs that are promising these great things, but you will have everything you need in place to make sure you get value out of what you're doing.

Yeah.

So, you know, I think it's appreciating that a big part of the problem is we don't have a path to follow, um, or we're following that path that someone's laid for us as a traditional entrepreneur and we're going around in circles. It's not working for us.

That's that, that I think is that real distinction, because I can really hear and some hearing in your words and energy. But also when I experienced it, when I came along to one of the webinars, was that you're actually helping them create their path. You're using the phrase your path. And yes, it's a framework, but it's your path of framework. That— oh, I'm getting goosebumps again. That's the point of difference. It is that it That you're helping people find their path in a structured format that through all of your learnings, you're not creating a path they must follow, which becomes like follow the guru at the front of the room, even though they're a different personality and they've got a different model. We all try to be the cardboard cut— have tried to be the cardboard cutout of the guru at the front of the room, and then wonder why it's not working because they've got completely different personality, completely different everything. And, you know, that's— we're just following aimlessly. Whereas when we understand what our path is and where our inner genius is, you can then be decisive and cherry-pick what's going to work for you because you know yourself and what you're doing so well.

Absolutely. And that extends to marketing as well, you know, where when you learn the general principles and rules, but then What works for you? What do you know? Again, if we just, you know, you've got to be on social media, you've got to be on Facebook, you've got to have a Facebook community. Again, we're running around in circles. When we look at that path, when we understand the key principles, when we lean into what lights up our soul, then we go, actually, this is what I'd prefer to be doing. Okay, great. How do we make that work?

Yeah.

Yeah. And you don't have to be on Facebook if you don't want to.

And I'm going to add to that because one of the questions I always get asked when I'm speaking is, well, how How many times should I be posting?

Exactly.

Is it 5 days a week? Is it 7 days a week? Is it across all of the platforms? And I've got clients that have every scenario. So it's, you need to post on the platform that you love, where your clients are, and you will work out what your frequency rhythm is. Now I've got some clients that post once a week on a Sunday at 3. Then I've got other clients that do it, you know, a couple of times a week and others that do do it 5 and 7 times a week. But when you know the path and your audience intimately and you know your inner genius, you know what is going to leverage and move you forward. And you don't have to be in that chaotic thing of I've got to do this, I've got to do that, blah, blah, blah, because it's super tiring and pain in the ass.

Yeah, totally.

Yeah. So based on the transformations that you guys are crafting within your programs. Um, I also understand that you've got a community element, uh, to what you're doing. Can I ask you to talk a little bit to the community that has evolved and is accumulating around you guys and each other?

So it's very much a community of, uh, you know, coaches who have real wisdom to share, a desire to make an impact and create a business that really lights themselves up. The reason we moved very much to a learning community model is things don't happen overnight. So by being part of the community, and it is a learning community where we come together every week to do, uh, group coaching and training, and we are working on that framework in the background. So everyone's looking at that path. Mm-hmm. And where they're at on it. So you're learning from each other, which is very powerful.

Yeah.

Uh, and then we have all the tools and training that sit under that so that when you're at the right time for that next piece, it's there.

Yeah.

Um, you know, we've got step-by-step guides, tools, training, so you're fully supported.

Yeah.

Um, and learning from, uh, us as the experts as well as each other. And within that, we continue to develop, uh, more and more training and tools. Uh, in the background so that we can get the best results possible. Our absolute vision is to be the number one, the world's number one learning community for coaches to really get results.

Yeah. Fantastic. Deb, please add to that. The

other piece is, you know, we're not meant to do things alone. This world is changing at a rate of a, like, huge tsunami is hitting us of change. It's exponential, right? Exactly. And we need to come together, especially as humans, to bring out the best of our humanity and support each other and collaborate and find fresh new ways and lead and shape the future. So we're very passionate about that in terms of leadership and shaping the future for the way we feel. You know, we all have such magnificent potential magnificent potential and power within us to support shaping the future. Mm-hmm. Because anything is possible. So every single one of us can step up now and be part of creating a better world, um, that is the world we want to have, what our hearts want. And so, um, the best way for us to do that is definitely in community that's like-hearted and supportive and, um, definitely With a very strong, um, focus on what are we learning? Because I love one of the things Gabby's quote is, we don't learn from experience. We learn from reflecting on experience.

Yes.

The amount of us who are coaches who can help our clients reflect, but forget to do it ourselves.

Yeah.

You know, so when you're coming into this community and regularly every week reflecting, learning, like really noticing what you're learning, but hearing what everyone else is learning and kind of Um, you know, it is super, super powerful for a, um, co-creation of, of true, truly what we want for the future.

Um, sorry, Gabby, I'll let you go.

I was going to say, yeah, and if I could just add one thing there that Deb said, which is so important now. We're, we're in a tsunami of AI and we're at a point where we really need to look at what is the future of coaching? How do we get out there powerful? How do we keep the humanity in it? Uh, what does that mean? And, you know, stop listening to what we're being told. And as a community, come together and evolve coaching to its next evolution, which is even more powerful, you know, where we can certainly leverage AI, but the power of the human being is at the forefront. And I think that's a really exciting time at the moment to be working on in community.

Yeah. And, and an exciting time for coaching, uh, and that collective nature of coaching communities and coaching groups, etc. Because I'm seeing a shift of people really, really gravitating to their inner circle or their collective of people and that tacit knowledge that gets shared when people are in the same room. And one person does something one way and shares their success and somebody else picks it up because they go, oh, I could probably do that, and they leverage it Based on their way because of their path. That cross-pollination just really helps to create that sort of slipstream. And I had a question I was sort of wanting to ask, sort of leading into that, which was around when those— the collective community comes together and they're having their learning, what do you guys see happens differently? Just particularly as we were talking about social media and we've now just touched on the AI thing and then we've got AI and social media. Same scenario there. So when you're seeing people coming together that are this lighthearted and they're having these great conversations and they can see their value, but they're communicating collectively, how do you see their messaging transform as it relates to the messaging that they put out to their clientele and the interactions that they have with their clientele? And how are you seeing that either simplify or improve? What, what do you see as it relates to that messaging piece that happens? When people have got their community that's got their back and understands them, what transforms as it relates to the communication with clients?

There's an embodiment of value and power and confidence that I don't think can come through any other channel. You see the change in energy of ownership of that expertise like we were talking about earlier. Um, and then with that, uh, especially because of the way we work with the framework, they're understanding that there are, are 2 very different pieces of communication. One is owning that expertise and getting out there very powerfully, but the other is understanding that clients might not understand where your expertise fits in their life yet.

Yeah.

So much more powerfully speaking to the client as if you're in their head and Really starting to basically get those 2 pieces coming together much more powerfully. And it's such a profound shift for so many coaches that when you're in community and you're hearing others say it, you get the penny drops a whole lot more.

Yeah.

Yeah.

Deb, please add to that.

Yeah. Sometimes it's easier to see it in others. Um, we're all mirrors of each other, but when, um, It's for someone else, it's more obvious than when it's for ourselves. And it's just really beautiful, supportive, and yeah, but very profound in terms of better results. Like, I think, did you just use the word slipstream? Yeah. It is a pathway that it really does support much better results in terms of on so many multiple levels.

Yeah, yeah. And that coming together just helps each other magnify each other and the impact, etc., that they're creating from there as well. Sorry, I've got 3 popping in at the same time. So we've talked about— I think there's some really key takeaways there that I'm just going to recap and then I'm going to just open it up to you guys. I think the key takeaway is If we go really outcomes-related, clarity sells both to yourself and then to your ideal client. And that articulation through joining the dots and retrospective and having those fresh eyes and the feedback, the interactive feedback helps with that as well. And that the crux of having a great framework that becomes your pathway that you can adapt and mould if you're a rebel to suit you, which is exactly what a great structured framework enables you to do. And having that— the roadmap and the conversations around a collective roadmap or pathway really helps to bring out the community kindred spirit. as well as the mentorship of everybody. So everybody is elevating through different— a different range of experiences that they're having as it relates to them as a business owner, but them as a coach, and them as a coach listening to other coaches and gaining more knowledge of what they can bring back to their path. So there's so many opportunities of evolution revolution and that expansion that occurs in community in general, but it seems to be incredibly profound within your community because of all of the things that we've talked about today.

Yeah.

Is there anything that we haven't brought to the table that you would like to bring to the table as it relates to just sharing a little bit more about what you do with the audience? I know, Devon, I might get you to chat to the link that we'll share as well Um, as well as, um, describing that, if you can just share some of the information around that new link that you've got as well. But I'd love to hear anything that you feel we haven't quite touched on yet.

I do have a pretty profound story from the research, which, um, you know, really is a huge talking point with coaches, and it's to do with achieving the results for our clients. So clients don't buy coaching, they really buy results, right? That's why they're engaging us. They want some transformation in their lives. And when we were doing the research, I, we were doing research with, you know, leadership coaches, spiritual coaches, professional, all sorts of coaches. But I was told, don't bother talking to sports coaches because they're a totally different breed, right? So being the rebel I am, I thought, do you know what I need to do? I need to go and talk to sports coaches, right? Yep. And so as I was talking to sports coaches and some of them really top coaches in their field. This discussion of results came up and basically how the great coaches in sports are obviously the ones who get the great results, that the teams win, the athletes win, the Olympians get gold medals. Results is really important. But in a lot of our communities, results is a very scary word because we kind of can't guarantee, if you like, outcomes for people, right? So went down this rabbit hole and it was fascinating to learn how these great coaches tracked results, how the sporting, sport coaching industry was transformed with the introduction of technology that helped them track results, right? Yeah. So your average coaches went from here to great coaches because technology told them what to track, basically, you know, and how, and how to track it, and it transformed it. So when I started then talking about results to these other coaches we were doing the research with, what unpacked was amazing. And it was that these coaches of all, you know, different genres, they did track results. It's just that the way we think and talk about results as Different sorts of practitioners, healers, guides. It's very different to sports coaching where, uh, you know, it's, it's very, you know, run this far in this time, get this many goals, have this many touches, et cetera.

Yes.

And what unpacked was that there was a language around goals and results with these top coaches that was very different to what we are taught because we are taught SMART goals. We are taught, you know, these have to detail tick So what actually transpired was this incredible way to look at goals and results so that we can always be taking a client forward and we're not stuck in the language of SMART goals. And, you know, basically when I refer to SMART goals now, I say they really reinforce a negative because they're always about what we haven't done.

Done yet. Yeah. Yeah.

And one of the key things that, you know, came out of all of this research Um, is that what clients want more than anything is to see and feel progress. And that is motivational. That's what we want.

Mm-hmm.

So how do we develop tools and techniques to track results and progress? How do we get confident about talking about results? Because when I was speaking with clients, that was one of their big issues, was coaches would say in response to the answer of, well, um, what are we going to do? how am I going to get results? The coach would say, well, um, you know, it's all up to you. Um, you know, you've got to put in the effort, as if to say, well, I'm not doing anything and I'm too scared to track anything.

Yeah.

Um, so when we learn how to track results differently, how to talk about them differently, um, how to reflect back to a client their progress, no matter how stuck or even if they're going backwards, we're creating very, very powerful transformational environments for our clients. So that point of talking to results is something that we bring in very powerfully into that framework.

Deb, I'm just going to pause you just for 2 secs because I think that's incredibly insightful as well, because that ability to track and then have that conversation with the client is actually enabling them to be reflective and also join the dots retrospectively, which gives them the same visual element and, uh, buy-in element and embodiment, um, that it does the coaching program that you're creating for your clients. And that's where they're then tracking it. So yeah, that's super profound. Thank you very much. Uh, Deb, over to you. Sorry, I just had to jump in.

Well, that, that piece is one of the main ones that blew my mind when Gabby shared with me, because I was always really good at the coaching conversation piece. I can have someone have a shift in that session where When they have a shift, it's like they transform into a butterfly, right? When we become a butterfly, we embody that new state and we forget what happened before that.

Correct.

Butterflies fly away. So coaches, it's our job to actually really be able to show the journey in the cocoon and these measuring tools that are really, really beautiful to create, um, just make all the difference, basically. It's, it's very, very profound. So, um, it does lead into— that's where we start. We start with helping coaches unpack their unique intelligence that we call it the orange zone. Yes. They create their first visual model and a measuring tool. Then they connect to what their— what, what does their audience really care about, um, most that they're willing to pay for and the language they use to talk about it, and then design the High-value package and other structures and systems and tools to make it easy and tracking results, use AI to fast-track it all, and then continue around that path. Um, you asked me about like the, the, the, the link that we have is a link for a free video. It's an interactive video, so you can choose where you want to watch next.

Your own adventure. Nice.

Yeah, choose your own adventure video. And it does show us, show the model that I just verbally said, but in a bit more detail. Um, and it also leads on to what we call the Coach's Mastery, um, Scorecard and Roadmap, the CMSR. Yeah. This is an amazing place for coaches to start wherever they are in the world because it's online. Um, and they get to rate themselves in the 10 key areas of, of our model that are critical for business success. They get to see exactly where they are now. And then there's an audio course to support practical actions they can take right now based on where they are. So that they can really move forward and, um, and get a sense of what the path is. And then if they want further implementation, come talk to us about group coaching.

Remember, if you want to be sought after and sold out, as well as being known as the obvious expert in your industry, you need to speak with Sally, our host of Success Secrets Exposed. Sally is the founder of Monetize Your Content, a done-for-you content marketing agency that helps you be easy to buy. See you next week on another episode of Success Secrets Exposed. Tune in live every Tuesday at 7 PM Eastern time or Wednesday mornings in Australia on W4CY Radio and Talk4TV.