There’s a very good reason why, when I first started mentoring and coaching, I was scared.

But if you had asked me why, I wouldn’t have known.

Now, almost three years and a dozen clients later (most of them with online education businesses), I finally understand it. I can finally put it into words.

When people first asked me to coach or mentor them, I think they were hoping I’d tell them the secret.

That one magical thing that would take their stagnant business to the next level.

The problem is… there was no secret.
Or at least, not one I knew.

And that really messed with me.

Because if I didn’t have a “secret,” then what right did I have to teach or coach anyone?

For those of you who know me, you know I’ve had some success building online schools. I’ve built over 20 profitable companies, all bootstrapped. I’ve taken more than one to 7-figures and beyond. I’ve even sold a few.

I’m not famous.
Reporters aren’t banging on my door.
I’ve only been stopped at the airport once, and even then, it was because someone thought I was someone else.

Most people have never heard of the schools I’ve built.
But some of you have. And a few of you have even asked for help building your own.

So when I started coaching, I thought: What exactly am I offering these people? What is my value?

It wasn’t until today (after losing another coaching client) that something finally clicked.

I asked myself the usual questions.
Why did I lose them?
Why do I lose any client?
And more importantly, why do the few clients I do have for years stick around (and grow like crazy)?

Then it hit me.

There’s one thing all the clients who stick around have in common.

They’re like me.

They build their businesses the way I build mine.

They take action. A lot of it.

They don’t spend too much time planning. They don’t overthink.

To be honest, I struggle working with people who have spent too long in corporate. It’s like they need a PowerPoint and a six-month strategy doc just to test a headline.

Me? I pick a target, point my idea vaguely in that direction, and move.

Run an ad. Post on social. Ask a friend to share it with their list. All in the first hour.

And if it doesn’t work?

I do it again. And again. And again. Fast.

Clients who grow fast (some as much as 24x in 24 months) do the same. I give them a list of 10 things to try. By our next call, they’ve tried them all. We throw out what didn’t work and double down on what did.

Efficient? Not even close.
Effective? Absolutely.

I once read that only 7% of businesses ever reach 7-figures.

So you want a near-guaranteed path to a 7-figure business?

Try 15 times.

That’s it.

Start 1 business a year for 15 years, and statistically, you’ll make it.

Probably faster. That’s just the worst-case scenario. Try and fail faster, and you’ll succeed faster.

Need to grow your existing business?

Try 100 things.

Worried you don’t have 100 ideas? Ask ChatGPT. You’ll have 100 in under a minute.

Then start doing them. One by one. Fast.

And that is why I felt so uncomfortable calling myself a coach at the beginning.

Because the way I build businesses… most people don’t have the stomach for it.

It’s not better. It’s just different. It’s messy. It’s fast. It’s full of failure.

Maybe I got used to it because I was picked last in P.E.
Maybe it was getting picked on as a short kid.
Maybe it was because no girl said yes to go to the prom with me, so I did not go.

Whatever it was, I learned early that failure isn’t fatal.
It’s just part of the path.

So now I can fail 99 times without losing hope.
Because I know all I need is one win.

And that win?

It always starts with action.

Shhh… don’t tell anyone.  It’s “a secret”