Peeling back the onions makes you cry.
It’s also what real coaching feels like.
I’ve worked with hundreds of founders who come in ready to talk strategy.
Systems. Structure. All the safe stuff.
And some of them are brilliant at it.
They can out-talk, out-deflect, out-intellectualise almost anything.
Right up until we get to the real layer.
Because underneath the busyness, the plans, the pivots there’s usually something they’ve been avoiding.
Something that’s been sitting there quietly costing them more than any bad decision ever could.
That’s where the work actually starts.
Vulnerability isn’t weakness in a coaching room.
It’s the entry point to everything that changes.
My job isn’t just to build the strategy with you.
It’s to make sure you’re actually doing what you said you would.
The content, the LinkedIn, the sales process, the systems
I’ll get hands on with all of it. But none of it matters if it stays on the page.
The most important question I ask every client isn’t “what’s your plan?”
It’s “did you do it?”
Are you being coached or are you being held accountable?