Here at the home of the 'Money and Meaning Movie' I like to think you and I think a little harder about what it means to create a great life.

You wouldn't have loved the movie so much if you didn't think deeper thoughts than most somedays, right? :-)

Which is why I think you'll like a quote I'd love to share with you today about work, just before diving into two cool offerings in today's news. The quote is from a book I'm enjoying at the moment called 'My Job, My Self: Work and the Creation of the Modern Individual.'
Had you ever thought that the work you do is making you who you are? Actually changing your identity? Shaping and molding you. Interesting, isn't it?

Here's the quote, from Chapter 5: Lack of Vision on page 59. Intriguing stuff.

"If work shapes and defines people, then forms of work are needed that will help rather than impede self-realization:

But jobs such as these are hard to find. [...] too many of us cry out, "our jobs are too small!... our work is not revelatory."

My dear business owner, isn't it true that as we create our own work, we have the opportunity to create revelatory, big work that grows us? Work that serves and earns money, yes, but that also lovingly shapes us into the greatest version of ourselves possible?

I like to think this is the singular responsibility and opportunity of the modern business owner. And I'm so glad I get to share thoughts like this with you.

If this idea rings with you, or if it feels like a struggle to 'get' or if you think it's 'bollocks!' I'd love to hear. Post below.

--- begin Soni's rant ---

Here's my question:

There are all kinds of tricks, tips and tools for getting your website, your ebook, your telecourse or your blog into the top spot at Google. And some of them even work, no question about it.

But (and that rustling sound you hear is me dusting off and donning my coaching hat), let's reframe this issue for just a second and ask:

Does your content actually DESERVE to be #1?

Is it, really, the most relevant information on the topic a person could find if they went searching for those keywords and phrases? Is your product, site or blog really what they're hoping to find?

» Continue reading

There's one major flaw in the 'pursue your passion, the money will follow' school of thought.

Sometimes the money doesn't 'follow' quickly enough.

If you're someone who works online quite a bit, here's a concrete way to create more focus on earning money.

Step #1: Go to your email inbox and flag the emails that when acted upon, will lead you directly to money.

Step #2: Ignore the rest of your emails and do ONLY the flagged emails first.

Notes:

In step #1, by directly, I mean as directly as possible. You will have some emails that ultimately, following a longer path, may lead to money. Don't flag those. Flag the ones that are the CLOSEST to money today. That's what I mean by direct, and the types of emails you flag will change as your business evolves. But the principle of the exercise remains the same.

For example, in MS Outlook, which is what I use, you can highlight an email, right click and select 'Flag for Followup' and a little red flag shows up beside the email. I currently have 7 little red flags out of 139 emails. The red flags are the things you tend to first, with the most energy and intention. [Red flags = Big Rocks]

What this exercise can reveal:

How much time you habitually spend on non-money-generating activities. Or what I call 'long shots'. Projects, ideas or conversations with people about exciting long-shots (possibilities) are great, but not if you are in 'pay the bills' mode. Once you have a few 'sure things' under your belt from month to month, you can spend time on long shots. At least that's my perspective.

It can be useful to remember that whether you realize it or not, you have a habit of intersecting with money - a sort of de facto 'way of being' regarding money.

In business, if you don't already 'know' or 'feel' what it's like to be earning plenty of money, you have an existing money habit to overcome, and a chance to form a new one.

Suggestion: If the above exercise seems like it would help you - you may want to go one step further.

Step #3: Go ahead and book yourself a daily appointment to do the flagging exercise above.

Book yourself this appointment every day for the next 20 work days. The goal is to make this a daily ingrained habit. As your mental attitude shifts, and you naturally reach for money-related tasks first, you will be rewarded with more income and the fulfillment of your business goals.

Lastly, it's worth mentioning that no, doing the above doesn't mean you are giving up on your passion; you're just doing it through the lens of money. Email flagging is a pretty neat little method to creating a healthy money focus.

Let me know how it works okay?

Perry Marshall makes lovely poetry on this age-old topic, below. His Renaissance Roundtable is also graced with wisdom and irreverence, or so I've heard. Thanks Perry, for your words as always.

[Side note: When I first met Perry in person, he freaked me out by asking direct - 'Are you Taiwanese?' In all my 36 years, I've NEVER before, or since, been asked that question in an opening greeting...most people are 'lucky' if they guess I'm Chinese. Answer is yes, by the way, I'm Taiwanese...but I digress.]

To set the stage a little, here is an exercise for you as you read Perry's article:

Which 3 items from the list of 12 do you most 'sweat' at the thought of. In other words, which 3 items are you MOST ripe for improvement in? And which are your natural strengths?

Hint: My strengths are definitely 5, 6 and 7. I sweat when reading 10 and 8 and 3. Et toi?

There are 12 differences between those who dream and those who act:

1-Wanna-be's obsess about ideas. Entrepreneurs obsess about implementation.

2-Wanna-be's want more web traffic. Enrepreneurs focus on sales conversion.

3-Wanna-be's focus on positive thinking. Entrepreneurs plan for multiple contingencies.

4-Wanna-be's want to get on TV and get "famous." Entrepreneurs build their list.

5-Wanna-be's seek a perfect plan. Entrepreneurs execute and adjust the plan later.

6-Wanna-be's wait for their lucky break. Entrepreneurs engineer four, five, six plans and execute them in tandem, wagering that at least one plan will get traction.

7-Wanna-be's fear looking stupid in front of their friends. Entrepreneurs willingly risk making fools of themselves, knowing that long-term success is a good trade for short-term loss of dignity.

8-Wanna-be's shield their precious ideas from harsh reality, postponing the verdict of success or failure until 'someday.' Entrepreneurs expose their ideas to cold reality as soon as reasonably possible.

9-Wanna-be's put off practicing basketball until they've got Air Jordans. Entrepreneurs practice barefoot behind the garage.

10-Wanna-be's believe what they're told, believe their own assumptions. Entrepreneurs do original research and determine what paths have been already trod.

11-Wanna-be's believe they can do anything. Entrepreneurs do what they're gifted for and delegate the rest.

12-Wanna-be's think about the world in terms of COULD and SHOULD. Entrepreneurs think in terms of IS and CAN BE.

Also from Perry: If you're a real entrepreneur - and if you qualify - you can be admitted to Roundtable, a forum where #1 players in many realms gather three times a year and sharpen their games.

It commences in Chicago next month with a 2-Day, Four-Man marketing intensive. You and three others will have run of my office, with access to any and every success tool I've got.

The rest of the world and all its distractions will be shut out. In less than 48 hours, see your web traffic and sales spike.

Apply here: http://adwordsstrategy.com/renaissance/roundtable.htm

Brad Swift of The Life on Purpose Institute recently interviewed me as part of the 'Building Your Business on Purpose' Teleseries.

In it, I quoted from Lynne Twist's The Soul of Money, a must read for insight into how and where meaning and money intersect:

"Money is like an iron ring we put through our nose. It is now leading us around wherever it wants. We just forgot that we are the ones who designed it." -- Mark Kinney

Paraphrasing:

"It is in the act of resseing ourselves in relation to our money, and expressing our soul's integrity through the medium of money, that we experience joyful reward." [page 40, paragraph 2]

"There is an immense healing power of even the smallest amount of money when we use it to express our humanity..." [page xx, paragraph 1]

To which I suggest superimposing another layer could be useful, for the entrepreneurs in us:

There is an immense healing power in even the smallest amount of money EARNED when we do so by expressing our humanity and adding value to others...

The most important nugget to come from this call was the invitation to 'be obscenely obsessed by money' for awhile (say 30-90 days). It seemed to me in this setting of business owners that the terms purpose and meaning, etc., weren't yet being grounded enough into the conversation about money.

Because without the money piece we weren't going to be talking about businesses. And Brad asked me to address BUSINESSES with purpose, not purposes which once in a blue moon, had something to deposit in the bank. So I went to the other extreme to try and bring the energy in the other very important direction.

Here are two questions that came from participants afterwards, along with 6 Suggested Action Steps.

Question #1:

Hi Andrea,

Thanks for the information on the call today. You really got me thinking about Money vs Meaning in order to have a Business on Purpose. My question is this: What do you mean by focusing on the money? Could you give me some examples or methods?

Thanks,

Mariano

Answer:

Hi Mariano, sure. Here are just a few suggestions for you:

(1) Play the Money Game, a easy interesting little game I invented to help you start to pick up the money mindset.

If you don't already have a copy of Multiple Streams of Coaching Income or Money, Meaning and Beyond, you can begin the process by listening to the audio clip here.

Just the one exercise I outline there can give you lots to work with. Try to be thorough with it and play the game multiple times with different financial goals.

(2) Ask yourself this series of great money-focussed questions:

What money have I already earned, that I have not yet invoiced for or collected?

What's the fastest path to money for me right now? What money could I earn right now, if I MUST earn something? If I only pick up the phone or ask for the business today? (What's the Fastest Path to Money? Chapter 4, MMB.)

(3) Begin harnessing your business metrics.

Even if you're just starting out, understanding the measurements that your business generates is a great habit to cultivate. Business metrics are like an EKG for your business. From a money perspective, is your business heart beating?

There is a spreadsheet template and deeper coaching questions available here for your use in getting started.

Remember, you are the boss of money, not the other way around. By focussing, perhaps obscenely, on money for even just 30-90 days, you will increase your ability to make a difference in the world far more than if you focus on purpose, and assume the money will follow.

Here is just one more article that may get you thinking about money in a different way. It concerns knights in shining armour. ;-)

----

Question #2:

Hi Andrea

Thank you for today, as I said on the call, you have really bedded down an idea that I was totally resisting (and suddenly I see total sense in it!). My question is around bridging that gap between what I do with my clients and the ‘real world’ that they live in – how do I start to do that?

My coaching is really about starting to see yourself as the magnificent being you are (I now see how ‘out there’ that can look!) so how do I start meeting my clients where they currently are rather than where we will (most likely) get to?

Thanks a million. Love,

Donna.x

Answer:

Hi Donna, I'm smiling at your question because I sense you've already begun the shift you're seeking. So here are a few suggestions to help keep you going in this wonderful direction - just you wait until it gets affirmed by new clients, more income and more wonderful work for you!

(1) Meeting clients where they are at is at heart, a mindset shift. The bottom-line is customers don't give a hoot what WE think they need. They want what THEY want. If we persist in trying to sell what WE think they need - oof, we become guilty of forcefeeding. Not a pretty sight.

So at the most basic, I suggest you really start to do some processing - verbally or in writing - about why it is you've been so 'attached' to the idea of what you think is best for them. Make sense?

(2) Read a little about Desire Lines [Chapter 2] and especially 'Where Are You Coming From' [Chapter 20] in Money, Meaning and Beyond. If you are a reader.

I'll let you in on a little secret. One of the biggest reasons we wrote this little paperback is to address the mindset shift you are right in the middle of! :-)

(3) If you're not interested in the book for now, try this article on the 8 Steps to Building A Multiple Streams Product Funnel and pay special attention to step #2: Elicit the Problems. It's short and sweet but goes straight to the heart of your question Donna.

Does that help? I hope so. Feel free to post additional questions and I will do my best to answer here in a future post. That goes for everyone.

Let me leave you with one final quote, about profit, another lovely one.

“Profit is like oxygen, food and water for the body- These things are not the points of life, but without them, there is no life. In the same way, visionary companies see profit as a residual of doing things well, not the point of being in business”.

~ James Collins and Jerry Porras (Build to Last) ~

My favorite Taiwanese malaprops, with thanks to my real estate-minded parents:

"In this market, we should be looking at buying condoms."

"Wow, you are really becoming a real estate typhoon."

Courtesy of our real estate coach Cassandra White, we've now purchased a four-plex in Innisfail, a small town outside of Calgary. This is the first 'commercial' property we've invested in, and Alberta real estate being what it is right now, the projections show a doubling of our investment in 5 years.

Time will tell, but still, not too bad for beginners.

Are you interested in real estate investing?

Did you know you don't have to learn all about it to build a portfolio? Mike and I did take courses last year, and we loved it. But working with Cassandra we realize we didn't have to.

If you knew it could be simple and easy, and there was someone who would help you invest your money as if it was her own, would you try it?

As your business hits its stride and begins throwing off cash, what will you do with it (the cash)?

If you don't invest for the long term in something, real estate or no, how will your business ever earn enough? What if one day you want to stop?

Click here to read a little about evaluating real estate - don't worry that it's written by Cassandra who is Canadian - it's universal stuff.

In my post about what's in store for Coaching in 2007, I mentioned coaching coming under fire...

Coaching Prediction #3: There will be an increase in mainstream criticism of coaching and the self-help industry as a whole.

First - don't get me wrong, I'm not fearmongering here. But experience tells me that with topics such as Law of Attraction gaining so much ground so rapidly, and Oprah taking on 'The Secret' and so on, there will be push-back.

And the criticism will take many forms, some visible and some invisible - the latter even sometimes comes from family and friends.

But here's the thing about criticism: most of the time I believe there's something in it that's of value, that can be 'taken like a vitamin' so as to make us stronger. It gives us 'rigor' as it were.

Which is why I try to listen carefully to critics. Because in all of our idealism and desire for a better world, it still pays to have a discerning eye, yes?

In response to the questions I've received about this prediction, probably the most useful thing I can publish is a list I've made of "8 Things I Personally Try to Live By, as an active practicing coach." As I process questions about the efficacy of coaching, handle push-back, or even take criticism, I like to test myself against what's said and tweak or refine. It's a little like a 'living code of conduct' and one of my most fundamental tools for growth.

In no particular order:

(1) Be responsible. First, last and foremost - do no harm.

As simple a baseline as this is for any coach, it's still one worth noting. I find this one grounds me when I read it as I do from time to time - and helps me take a light touch in sessions.

Have you asked yourself lately, how responsible (or irresponsible) are you being in your coaching? Are you going out on a limb and taking unnecessary risks? Even if they're just words to you, what you say and do, how you 'are,' in your sessions can have a lifelong impact. So these are words to live by - even if you think 'you know.' First, do no harm.

(2) Come to understand all clients will be 'done' one day.

There are short client relationships, and long client relationships. But no client relationship is forever. I like to look into the future a little and 'wonder' when a certain client may be 'done' and ready to move on, having grown out of our relationship. Not anticipate or force, mind you, just wonder...

Or, if I don't sense a feeling of 'completion' forthcoming with a client, I ask what's going on in the coaching that's lending us such a degree of 'comfort.' I don't doubt it's possible to have a coach-client relationship that's alive and awake after 5, 10 or more years, but I feel strongly these are in the minority. For everything there is a season, and all that... so yes, I look forward to witnessing great milestones in my clients' lives, and to saying a happy adieu.

Ask yourself "Are you in any way making efforts to keep your clients coming back?"

Do you know how to say goodbye to a client when it *is* time to say goodbye?*

(3) Cultivate self-sufficiency always. Be a no-addiction zone.

There is a huge world of a difference between marketing your services successfully, then securing a client as a result and ....creating an addictive relationship. Yet sometimes the differences can get blurry.

This is one of the reasons why it's critically important that coaches are never desperate for a client...the dynamic is instantly manipulative if that's the case.

I remember a mentor coach who I shadowed at the very beginning of my introduction to coaching. I had a visceral aversion to the way he seemed to revel in his clients' dependency...he would answer emails at all hours, always return phone calls, sometimes within a few minutes, encourage clients to be in touch very frequently...

On the face of it, this may seem like a strange thing to dislike...but I'm a fan of drawing out more self-sufficiency in a client. So I set it up that way - clients know I won't always reply quickly - they get a chance to think over their own questions. My answer comes more as an affirmation or addition to their own thoughts - but this way the key result is: they learn to think more assertively for themselves, and I'm the environment that supports that.

How might you be creating - even in a tiny way - a dependency on you in your clients? How can you embody tough love - the kind of love that creates strong individuals who don't need anything outside their own inner strength to continue on the path they've discovered? How might your financial situation be influencing how you relate to your clients?

(4) Focus on results, not just methodology or process.

Although results don't have to be money, or a promotion, relationship or other tangible thing, do ask yourself what intangible results you are creating. The best way to do this is still (only) to request your clients' self-assess.

Many clients may not realize they have the right to always be assessing your coaching relationship. You can help them by making sure they know they can always ask for tweaks, more focus, greater intensity or, indeed, whatever it is they want more of.

Coaching is not a 'holding pattern.'

(5) Encourage critical thinking.

Have you ever wondered why so many of us use our brains as storage facilities not thinking facilities? We go to conferences, listen to tapes, even read books with the goal of retaining as much as possible. This is not the original purpose for the human brain.

So first, think about how you might have stopped thinking critically about things, instead of just trying to remember things. And then, up the ante and ask how you can support your clients to think for themselves.

Most clients, as they articulate what they want and make choices about their lives, may not be thinking for themselves. Instead, they're thinking what everyone around them is thinking. Or perhaps even more frequently, thinking what people around them are telling them to think.

So obviously you as their coach have no agenda for what they ought to think, but you are asking them to think. Make sense?

(6) Be aware of your own persuasive powers. Triple check your marketing.

Although I don't remember the precise incident, I do remember the feeling - it thudded into my physical body. I realized that with the way I try to live my life, and the things I try to stand for, when I try to sell something, I need to be careful.

I realized, if I were to try hard enough, I could probably sell almost anything to anyone. And I do believe that's true of many, many coaches, just because of how 'in integrity' most of us live our lives.

That's not arrogance, it's just a reflection of the kinds of relationships we create - we care, and it usually shows, and people feel they can trust us. So while I would never intentionally sell something inappropriately to anyone, this is important - I triple check my marketing. (1) I make doubly sure I've told the truth. (2) I ask myself if I've overpromised anything. And (3) I make sure what I'm selling is something that will add value.

After all of that is done, I usually dial back my marketing language by 5-10%. It's just something that 'feels right' to do because there's enough marketing noise out there and I'm not interested in having to market anything 'hard.' It's kind of like a commitment to making sure anyone who purchases something from me is doing so with as clear a head as possible.

Note: For a portion of the coaching population, this one won't apply because you're actually having to learn to market enough - so don't hold back if that's you. But you know who you are - if you seem to be able to sell most anything to anyone - take a moment now to ask why, and if your conscience is clear about this 'talent.'

(7) Very few things are all good or all bad. There's really no such thing as all black or all white.

Over the years I've lived through some tough business situations where some pretty big tomatoes were thrown. It would be easy even now to think horrible things about some people. But the truth is, after my emotions are cooled off, I know that no one is all good or all bad, least of all me.

So instead of using up energy 'hating' a person or situation, or soaking in upset, I try to pull back and recognize there's no such thing as black or white. No single person, place or thing is all good or all bad.

Practically speaking then, how can you apply this to your life as a coach? Let's say a little criticism comes your way.

When someone hurls an insult at you, try to divide it by three before letting it in.

And conversely when a compliment comes, multiply by three and repeat the words to yourself before letting that in too. :-)

(8) Contribute to a body of ethics or standards of conduct.

I've been asking myself this question more often lately, especially on creative hiatus this month. Within the self-help and coaching professions, how can I help forward the idea that we can hold ourselves accountable? There is more and more activity being done under the 'name' of 'coaching' some of it not so great.

So in an unregulated industry, how can we seize the singular opportunity we have, to hold ourselves to the highest level of integrity?

Whether it be at our industry associations such as the IAC and/or the ICF, or on our own through our own professional codes of conduct or even personal lists like this one, how can we answer to the critics in a positive way?

As the answers emerge, we become more equipped to calmly and intelligently answer any positive push-back that might come our way.

I hope this list of things I try to live by, helps you create your own.

Overt criticism or no, I can think of nothing more useful and comforting - invigorating and energizing - than to know where I stand and how I feel about these 8 things (over and above coaching skill, technique or experience.)

For better or for worse, when it comes to serving my clients, this is what's going on in the background. And what I try to live by as an active practicing coach.

----

*A lovely story about saying goodbye comes to me from the dusty corners of my memory. It's a buddhist story I believe, about a favorite mug.

Think of your most favorite mug. You love it and enjoy using it every time. But one day, it breaks, and is gone. Instead of being upset and unhappy that it's gone, what if you could say 'ah, there it goes.'

Because for everything there is a beginning and an end...'ah, there it goes.'

Although I had previously understood this news was carefully under wraps until February 4, 2007, to herald this year's International Coaching Week, I saw it released today via the Coach2Coach Network at Yahoo Groups. (Thank you to John Agno who runs this long-standing group.)

It's news at once too appropos of a previous post (Prediction #7) and too worthy of analysis and absorption not to share. And I'm sure there will be LOTS of ink and discussion within the community in days to come, so for now, just the facts (as published to date) first:

"Results of the first-ever global survey of coaches demonstrate how the young profession of coaching has gained a strong foothold in the marketplace and now contributes more than $1.5 billion (USD) to the global economy."

Side Note: One billion equals one thousand million or a 1 with 9 zeroes behind it.

"The International Coach Federation (ICF) commissioned independent research firm PricewaterhouseCoopers to conduct this groundbreaking study of coaches worldwide in order to evaluate the magnitude of the coaching profession.

From September to December 2006, nearly 6,000 coaches (both ICF members and non-members) in 74 countries were surveyed on their coaching practice and client demographic information, as well as revenue details.

The highlights of the survey findings include:

> Coaching clients tend to be 56 percent female/44 percent male, and between 38 and 45 years of age. Sources: International Coach Federation, February 5, 2007 press release and www.Forbes.com, January 12, 2007

----end excerpt from the Coach2Coach Network

So....how do you measure up? Where are you relative to these 6000-ish colleagues?

Here are a few deductions (trying to make some meaning here while not distorting the picture too much):

(1) If the average earning amount per annum is $50,000, and the average number of clients at any given time is 11...

$50,000 divided by 11 clients divided by 12 months = $379 per month per client, seems about right...

(2) With the average coach's age given at 46-55 and the average client's age between 38 and 45...

Coaches are generally speaking at least slightly older than their clients.

(3) Back to the average number of clients at 11. Assuming for a moment that each client meets with their coach 3 times a month for an hour each time...

11 clients times 3 times a month = 33 hours of coaching per month

33 divided by 4 weeks = 8.25 hours per week

That's a pretty light week, even understanding that obviously this time doesn't include administration, finance and of course, marketing.

(4) This one's just for fun, and maybe to stir the pot a little, but if 69% percent of coaches are female. And 56% of clients are female, doesn't this say something over time about the relative growth and advancement of women?

Forgive me, my feminist colours are showing.

On the other what does this mean is happening in China, one of the biggest growth areas for coaching, where the population is so skewed towards males due to the 1-child policy there?

Statistics are such interesting beasts. And I know there will be some conversation about the soundness of the survey due to figures, survey process and overall science of the thing.

That being said, a definite and genuine salute to the ICF for the leadership taken here. It's a giant amount of work to bring this together, and so very needed.

---end deductions---

Alright, that's enough for one night. Enjoy the statistics for what they are worth. I'm sure when the formal release comes out on February 4, 2007 we will see and hear a lot more context.

In the meantime, a few points to ponder:

Is this a lot of money really, relative to other service industries? (Who has a handle on statistical analysis and can do some comparisons for us?)

We may not have historical data yet, but what happens between now and the next comparable survey? In other words, are we growing? How 'in motion' are we?

Does having these numbers make us feel more wealthy? How much is enough money for each of us?

If this is the new state of the nation, does this mean all the fear-based marketing will stop? ;-)

That's it for me for the moment. I'm sure I'll have some thoughts overnight.

In the meantime, what do you make of these numbers?

I'm delighted to share this 6-question interview of Richard Reardon, formerly the Dean of the School of Small Business Coaching at CoachVille.com. Richard was the first established Graduate-level Dean selected by Thomas Leonard, and revolutionized Small Business Coach training in that role in the fall of 2002.

Those of you who remember meeting Richard at the Business Coaching Conference held fall 2002 in Toronto, Canada will clearly recall what a deep well of expertise and experience he represents. A humble, rather quiet and dare I say 'old school' (in a good way) Mentor Coach, Richard has been doing the work of transforming businesses since 1981.

As you will see from just a few interview questions, there is no faking his kind of experience. Let me also add that Richard personally coached me through some of the most difficult days of my journey as a business owner, so if you pick up my rather fond feelings towards him, that will be why.

That will also be why I'm so delighted to partner with his R&R Business Development to invite you to 3 new course offerings designed to deepen your abilities as a Small Business Coach. These highly affordable offerings are now open for registration here.

Without further preamble, here's the interview. You may want to pay special attention to question #4.

(1) Richard, not to be rude, but you have been coaching businesses for a very long time! What is your favorite client success story?

The client who began coaching approximately 2 years ago and who now works solely with Fortune 500 companies, sets fees at 5K per day, has plenty of work and really "gets" coaching as a means to a bigger end.

He started with lots and lots of self doubt but, did the work, met the challenges and grew into it.

(2) As part of your legacy, you have said that you'd like to pass along your insights, methods and experience to new business coaches. Would you fill in the blank of this sentence?

I wish more business coaches would _______________.

Easy... practice what they preach and become world class business advisors.

Most have so much potential as business advisors/coaches but get all hung up on trivial stuff, side roads, analysis, what is a coach type of talk over and over... the market is so big...what are we waiting for?

(3) You have mentored coaches in several places including the Graduate School of Coaching - you must be exceeding patient and persistent to continue to make offerings available to coaches. I think many trainers might have given up by now. What makes you so determined?

Actually I tend toward impatient. Since I fully expect the 80/20 rule applies everywhere, I tend to attract/work with those who are ready to " get it going", learn what has to change and build their business.

Not everyone will do the work necessary (not that it is all that hard, by the way) and that (not doing the work) is to be expected in any "new endeavor."

In my role, I benefit in three areas:

(a) opportunity to teach good material and then
(b) the chance to work 1x1 with those who really want more. and, finally
(c) coaching business owners on-site.

The free stuff is easy to do and it's nice that I enjoy it too ---- no patience needed, really.

(4) What kind of earnings do you think it's reasonable for a business coach to expect in their first year, done well? Fifth year? 10th?

Depends on the vision, goals, character and how big they want to become....I strongly believe that Solo operators doing coaching to businesses can easily earn...

Year one $115 ,000 plus
Year two $155,000 plus
Year five $300,000 plus

Once the model is decided and process developed, any solo person can earn these without a lot of extra service or affiliates. By year ten it depends mostly on the model and growth strategy.

All this is possible if they develop a step-by-step plan and develop the mental discipline to operate to the plan month after month.

Too many coaches are looking for a quick homerun ...that is a mistake. This is a profession that requires a consistent plan of development and a whole new level of mental energy. It is fun and rewarding but does not just happen.

Frankly, if the above revenues are not set as baseline goals, I think the payoff will be too small for the amount of mental change and work required for becoming happy & successfully self employed. Revenues count.

(5) Recently I have been coaching coaches a great deal around the concept of building their businesses to sell. Can you say a little about the universal things that need to be in place to make a business sell-able?

> Systems in all areas of the business (that run independent of the "coach.")

> A well-oiled marketing process that operates all year round.

> A product (or service) focus that really is world class in its impact on the business (and is easy to deliver.)

> Higher than average fees because the service is truly value added and clients see that. It can be vanilla and stand out in some way.

> The plan and awareness from the get go to "build it" for sale.

(6) You recently approached me to introduce a new set of 3-week course offerings to make a difference in the lives of small business coaches. What kind of business coach do you most hope will join up?

Those who want to "lead" their clients toward much better productivity and profitably by using both the strategic side of business development and the personal development side ....they really do go well together.

Example: The coaches' business will not exceed her own level of growth next year, etc.

Great questions, Andrea. Best, Richard

----end interview---

P.S. A great example of what I mean when I describe Richard as 'old school' is his recent succinct article called "Too much happy talk?" available at his new blog. Be sure to stop by and say hello!

Blogging Expert Andy Wibbels recently posted about the books that changed his life in 2006.

What book has YOU shaking at the knees with passion? And no, I'm not talking romance novels. ;-)

The premise of Companion Coaching Programs will be of interest to you if you'd like a short-cut to creating products and services that already have some currency in your market. In other words, it's an alternative to starting from scratch to create intellectual property of your own.

Here's how (and a little why...)

For every piece of popular intellectual property, for example a best-selling business book, there is an opportunity for greater learning to occur in a coaching setting. A well-designed companion program alows participants to implement the ideas sparked by that book to a greater degree. To take the theory and integrate it more fully into their daily lives.

Consider for a moment how much transformational material does NOT yet have a coaching component to help take it from 'great thinking' to 'real life?'

I've often wondered -- What if 'The Purple Cow' had a companion coaching program and corresponding team of coaches who brilliantly elicited 'remarkable' from its clients?

After writing lengthily about this concept in Multiple Streams of Coaching Income, I've noted a handful of new companion coaching programs spring up. Foremost is a brand being created simply and elegantly by Coach Carol Ross, CPCC, based on the work of Dan Pink, author of "A Whole New Mind."

Carol kindly agreed to share her work in this area at her websites here and here, and also be interviewed for this blog. As a pioneer in the Companion Coaching area, her answers reflect a lovely evolutionary process - see for yourself.

(1) Carol, what made you choose Dan Pink's work to piggyback on, from a field of so many?

The book resonated with me from the first page. It explained what I have been living for the last 7 years, migrating from an analytical software engineer in Bell Labs to a creative entrepreneur and writer.

It also gave concrete reasons for using both sides of our brain, the creative right brain as well as the analytical left brain. It not just a feel good thing but a necessity to be competitive in today’s world. I identified with the book’s concepts and approach so wholeheartedly that I could see building my brand with it.

(2) Of all the ideas Dan presents, what is one that you feel is least understood, or least valued, to your disappointment?

That’s a hard one. There’s not one that stands out as being harder to understand.

I suppose companies are starting to see the value of Story. I recently interviewed Steve Denning, an expert who teaches companies how to use story-telling in to achieve business goals. He told me that his clients are incorporating story-telling into their leadership development.

Maybe Play is one that still hasn’t caught on as fully. Play is still seen as frivolous—something the dotcom companies did in between burning through start-up money. And Play is probably the one that I’m most naturally oriented to. My work is play when it’s at its best.

(3) Did you secure permission from Dan before you went ahead, or after? How did you approach him? And what does Dan say about the whole endeavor?

This is an interesting little story. It started after I read the book, when I went to visit his website.

On the website is a calendar of events and I noticed that he had a public speaking gig in Denver, where I live. This was in January 2006.

Unfortunately, I was scheduled to deliver a workshop the same time he was speaking. I mentioned this to my coach, Shirley Anderson. I wanted to contact Dan after I was further along on figuring out how to build off the book. But Shirley didn’t let me slide. Instead she urged me to email Dan Pink, to arrange a meeting while he was in town.

It was also fortuitous that a colleague of mine, Robert Rasmussen, had met Dan Pink in person when they were both speaking at a conference. Robert also encouraged me to contact Dan, telling me he was very approachable.

So between Shirley and Robert, I decided to email Dan. I leveraged the fact that we both knew Robert by using the subject line: “Referred to you by Robert Rasmussen.”

I talked about why the book resonated with me and pointed to a blog posting about the impact the book had on me. I told him I wanted to use his book as part of building my brand but didn’t want to step on toes. I asked if we could meet while he was in town, and offered to take him out for dinner the night before his speaking engagement. I added a light touch by saying something like, “Don’t worry. I’m a happily married woman with two beautiful sons.” I also let him know that I had already registered a lens on Squidoo that month with the title, “Living With A Whole New Mind” so that he could tell me right off the bat if I was crossing the line. I wanted to be as upfront as possible.

Dan emailed back the next day and was very gracious. He was flying in late the night before the talk and leaving the next morning, right after the talk to catch a plane. So while he could not meet in person, he gave me the go-ahead to use the concepts in his book in whatever way it could help me—whether it was with coaching or organization development work (I do both)--as long as I gave him attribution.

His response came from a place of abundance: “Lots of folks are incorporating these ideas into their work -- and that benefits everyone. They get new material to work with. I get a few more book sales….Go forth and conquer!”

Since then, I’ve interviewed Dan twice, once over the phone for my podcast, Leading With A Whole New Mind, and once in person for a Northwestern University alumni podcast on career development (we’re both alums.)

(4) How did you come to select the domain name "LeadingWithaWholeNewMind.com."

I have to credit my coach, Shirley Anderson, with that one.

I had the idea of a series of interviews to bring the book to life, in the form of a podcast. Originally I wanted to name the podcast, “Living With A Whole New Mind.”

Shirley suggested Leading With A Whole New Mind instead. It has more of a business bent and based on my target audience—intelligent, analytical professionals who are ready to engage the creative right brain—it made sense to use the word “Leading” instead of “Living.”

(5) Can you give us some examples of how a 'whole-brain' approach has benefitted a coaching client?

I have to limit myself to a few paragraphs on this one. Otherwise, I’ll be writing for days! Some highlights:

- Sometimes clients need help in picking up on non-verbal, non-written information that’s in front of them—they
miss signs that people are giving them.

I’ll ask him/her to practice sensing the emotion of the room or of someone they are interacting with. Is the person pensive? Angry? Frustrated? Sad? Is the group confused? Scared? Jubilant?

This is the first step to developing empathy for those who aren’t naturally empathetic (and we all know people like that!) Just this one step gives a client so much more information to work from, in both personal and professional situations.

Then the left brain can then kick in to assess the most effective way to proceed with the conversation (e.g., If I start talking about X, that will confuse the group even more. Better keep my remarks simple.)

- I will use visualization with clients when they are having trouble seeing the big picture (Symphony). We imagine going up a ladder to different platform heights and at each level, I ask the client what they see down below, where his/her life is playing out.

As we go higher up, the client sees the pattern and picture of their life and becomes aware of underlying emotions. Clients can then let go of the details that run their life, and focus on the important stuff.

I had one client, a brilliant manager and financial whiz, who visualized seeing at the highest platform just one thing below him. He saw his oldest son, about four at the time, learning to ski by putting his skis in a “pizza wedge.” His life wasn’t about work, about making money, about his career. It was about being a father.

- One of the most common whole-brain approaches is to use our natural intuition. Clients know so much from checking their gut, yet they often don’t include that in how they live their life or work in business. I’m not saying to rely solely on intuition, but to include it as part of the decision-making process. As much as we include facts and figures.

Much of this stuff is what I learned in coaching training and I’m guessing your blog readers did too, Andrea.

So when I pass on coaching skills, like sensing emotion and trusting intuition, to my clients, I’m helping them engage the right-brain. For many of us, including my target market, we already have a competency in logical reasoning. So combine that with the right-brain stuff and you get whole brain thinking.

(6) What one mistake would you advise other coaches to avoid, and how, when considering this kind of approach to an existing piece of IP.

Don’t wait to have all your ducks in a row.

The worst thing I could have done was wait to contact Dan Pink until I felt ready.

Dive in, seize the opportunity, and improvise from there. This stuff happens organically. You can’t plan it out.

For example, I could not have predicted that I would be interviewing Dan on behalf of Northwestern University. In his original reply to me, he made the connection that we are both Northwestern alums. He had read my bio on my website. From there, I contacted Northwestern. The career services director for alumni was aware of the book but did not know that Dan was an alum. I suggested an interview and things took off from there.

The other piece of advice is to be up front and clear about your intentions. Tell the truth of how you want to use the existing IP. Be sincere.

(7) There are several other coaching companies who leverage the fame and popularity of books to grow their businesses. They go 'deeper' into the material with the clients. But for the most part these are bigger organizations. What are your plans as a solopreneur to build out this brand in the future? Do you envision products, etc.?

Great question. I’ve been percolating on the idea of passive revenue for the last year (especially after reading your book, Multiple Streams of Coaching Income) and your question has only intensified the brewing process!

It feels like I’m at a crossroad in my business journey, where I need to decide what to do with the seeds that I’ve planted and sort out how much, and how deeply my brand is connected with A Whole New Mind.

When I started to go down this path of building off of A Whole New Mind, I asked William Arruda, founder of Reach his take on what I was doing. Arruda is known as a personal branding guru and in his blog, he talks about brands being complementary.

For example, the clothing retailer, H+M, and Madonna. These are both strong brands that complement each other.

His response to me was this: “I believe brand association is very positive. Look at the value of having Aveda products in your bathroom at a W hotel. Connecting with a powerful brand adds power to your brand.

BUT...you must also make it clear what YOUR brand is. How have you applied Dan’s work to a specific area that you own? You must develop your own thought leadership that differentiates you from anyone else who might be using the ideas in his book.”

I’m not sure that I’ve done justice to the advice that William has given me. But I try to remember that I need to have my own brand, that is uniquely me, even as I align myself with A Whole New Mind.

My gut says that whatever products I produce will be a combination of A Whole New Mind and my own brand. For example, with the podcast, Leading With A Whole New Mind, I’m using the concepts from the book as a guide for who I interview and for framing the interview (e.g., this individual’s work is about Story).

And my interview style, which impacts the larger picture of what people are hearing, is part of my brand—intelligent, genuine, and creative. I think people’s best efforts usually reflect some part of them, so it’s no different here.

I don’t know what the right mix is and my guess is that will emerge, organically. Seems like a good part of what looks like success is really the umpteenth iteration of trying something out - after going through a process of trial and error.

(8) Would you say there is a significant advantage of sorts to the piggyback approach you've taken? Is there a marketing advantage that you've seized?

The big advantage is that people who like the book usually like my approach and who I am. They self-select. And vice versa.

My clients who have come to me but don’t know about the book usually enjoy reading it when I recommend it.

So if I can align myself with the book in some way (e.g., the podcast, the Squidoo lens), it makes it a lot easier on me. I naturally attract who I want to serve.

This book is not for everyone and likewise, I’m not for everyone.

(9) On your website, your photo appears a bunch of times, but Dan's doesn't appear at all...nor does his book. Why is that?

When I first read your question, I immediately moved into action to fill the gap. So you’ll now see a photo of me and Dan at this link at my site. (Scroll about half-way down, under the heading of Podcasts. At the end, under the heading of Books, you’ll see his book.) [Ed. note: The photo in question is also above.]

It actually stunned me that I could have missed something so obvious.

On further reflection, I can see that it’s a sign of my lack of clarity on how the work I’ve done with the book (podcast, interviews with Dan Pink) fits into an overall brand strategy.

The answers are still emerging and quite frankly, your questions and conversations with my coach have prompted me to think about what the next version of my website should look like. Or if I should have more than one website. I find that every 18 months to 2 years, my website needs a good overhaul, to be current with where I’m at and to reflect my evolution.

(10) What's the one thing you hope visitors to your site will take action on, and take away from their visit?

I hope that they’ll become engaged in the dialogue that I’m trying to foster. That might mean signing up for my monthly ezine, commenting on my blog, subscribing to one of my podcasts, contacting me for a complimentary consultation, or reading a sampling of my 50+ articles on the website.

What’s the dialogue about? Certainly, it’s about whole brain thinking. But it’s not just for the sake of some cool concept. It’s for the sake of having inspired careers, working on inspired teams, and living inspired lives. It’s about finding the big things in the small things, about using all of what’s in front of us, and making conscious choices.

I want individuals and organizations to wake up to what’s possible, instead of focusing on what’s wrong.

-----end interview with Carol----

Thanks, Carol! I appreciate the time you've taken to shine a light on your process with us.

It's my hope that others will be moved to take a closer look at the shortcuts available to them as coaches by following your example. Not to mention the benefits of deepening the conversation around exciting bodies of intellectual property...

Best wishes with your whole minded pursuits. :-)

"Carol's engineering background makes her uniquely positioned to see both the left-brain and right-brain perspectives of any situation. In looking at problems, she's able to respond by coupling the "soft skills" with an analytical approach."

-- Wendy Bohling, Former Research and Development Director, Avaya