Your Dream Business: 6 Steps to Building a Coaching Business You Love - Part 1

0:01 Welcome to The Coaching Equation brought to you by Empire Partners and hosted by Ryan Lang and Brooke Bishop. Our mission is to help you build a profitable and impactful coaching business by cutting through the noise and all the expert advice to deliver tried and true actionable insights that you can deploy in your business today. Each week, we bring on expert guests, unveil cutting edge tactics and strategies, and share the secrets and stories that we've gathered from working with the most successful coaching companies on earth. Welcome back to the Coaching Equation Podcast.

0:42 I'm your host, Ryan Lang, CEO and co-founder of Empire Partners, alongside my co-founder and co-host, Brooke Bishop. And today's episode is a big one. And we are going to dive deep on how to design the business of your dreams. And here's the thing about this. In this episode, you're going to learn a whole lot about some of the fallacies that surround this concept. We're going to cut through a lot of the noise that's out there right now. And there is a whole lot. And we're going to get down to a very, very clear six-step process to designing the business of your dreams. Look, this episode is absolutely vital for you, whether you are at the very beginning, just starting to craft this, or whether you're somewhere in the middle of...

1:32 and you feel like, man, I've got a business, I've maybe had some success, but this isn't really the way that I would want it. Either way, this episode is going to be an absolute goldmine for you. So let's not waste any more time. Let's dive in. This is episode 49 of the Coaching Equation Podcast. Welcome back to the Coaching Equation Podcast. I'm your host, Ryan Lang, CEO and co-founder of Empire Partners, alongside my co-founder and co-host, Brooke Bishop, my man. Yo! Yo! Yo-yo. All right. Today's episode is going to be a lot of fun because we are literally going to sit down and figure out how to create the coaching business of your dreams.

2:16 And before we get there, I want to address something, dude, that I feel like is... I feel like we're just getting hammered in the landscape of the marketing that we get as coaches or in the coaching industry from companies, from tacticians, from marketers, from services. And we are, I don't know about you, but I feel like every time I go on social media, every time, every morning I open up my email inbox, I've got something else about seven figure coach, eight figure coach, 10x this, scale that, high ticket, double, triple, quadruple stamp your high ticket.

3:04 Yeah. Jinx, double jinx, no jinx backs. But it's like, I feel like it's everywhere. And I feel like it is informing the way that people are deciding what they want. And I'm not even sure that this is what they want. But I feel like they're just being influenced significantly by what we're getting pounded with everywhere that we turn in the coaching industry right now. Let's talk about it. Now you're, you're, you're spot on and it's honestly got this twang of, you know, it's, it's a race to the bottom, or I guess it's the, it's a race to how many figures you can put into your, your program's title.

3:47 But there's this dynamic of, because it's a marketer's industry. Like way more than it is a delivers or a result driven industry. It's way more marketers. And even if you go, if you actually went and sat down with all the people who run all these different companies, like what you're going to find out very quickly, guess what they are? marketers. Guess what? They are not. I don't know any of them, to be honest. There's actually one organization I can think of that's in the space that, and actually I don't even know if that person is actually done coaching themselves. So you've got a bunch of marketers that are working in a space to try and capture people's eyeballs, to capture their attention.

4:28 Well, what do they, what do they prey on? Well, fear of loss. the potential joy of gain greed. And they know what people's pain points are. And then guess what they do? They all copy each other's stuff. And so now you've got the same noise in the same space that is just clamoring for, for people to become clients with them. Yeah. And, uh, you know, we, we even saw it with working with marketing agency. As soon as we took, as soon as we stepped away from our eye on the ball, they immediately went back to what everyone else is doing. And we had like, Oh no, like recalibrate because that's what people in the marketing space do. They want certainty. They want to know that if they're going to spend money, it's going to get them leads. Well, what's everybody else doing?

5:10 Well, what are, how much money are they spending? How many leads did they get? And then poof, you've got an industry and everybody's doing the same damn thing. Yeah. And it's counterintuitive to what the client in the marketplace actually wants, which is to help people. Crazy. Yeah. I completely agree. And by the way, like, um, I, before we go too far down the rabbit hole here, I should say like, look, we like seven figures. We like eight figures. We like nine figures. We like all the fucking figures. Like the 14 comma club. Yeah, that's right. But, but here's the thing. I think one of the things that I've noticed, um, man is, is, you know, I, We've been so fortunate to have had relationships with so many individual coaches at this point, numbering in the thousands, and some of the biggest coaching companies on the face of the planet as well.

6:09 And one of the things that I feel like I'm seeing is I feel like I'm seeing people either whether they're in a mastermind environment of some kind, they're in some program, or they're just getting marketed to. I feel like people are starting to succumb to the idea that this is what they should want. It's not, because here's the thing. If you want that, I won't be shy. I don't think Brooke would either. I mean, we want that. We like that. We want more of that. I like it. I love it. I want some more of it. Tim McGraw. There you go.

6:52 But there are a lot of people that don't really care about that. And one of the things that I've seen that really bugs the shit out of me is... marketers, companies, organizations that are pounding this home and essentially... causing so many of these more heart-centered coaches that don't care if they get to seven figures, really don't care if they ever sniff eight, would be perfectly happy with something less than that from a monetary standpoint. But making those people feel as though they're not enough. There's something wrong with you.

7:32 If you don't want this, you're not a high achiever. You should be, you know, if you can, then you should. You have an obligation. Uh, and I'll be honest, it fucking pisses me off. It really does because I love it for the people that want it. Great. More power to you. Like, let's go do the thing. But if that's not your idea of success, I'm seeing so many people and I, I actually, I've had a lot of conversations, honestly, man, over the last couple of years where I have, I have had to coach people out of PTSD of, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, I was told this is what I should want.

8:15 I was told that this is what I should believe. And I never really did, but I made myself and I made me fucking miserable. And I built this thing that I resented and I hated it to the point where I almost quit. And I don't know any other way. I don't know. It's something that I wanted to kind of get off my chest because it really bothers me. And I hate that that's the landscape that we're kind of living in because I think a lot of people listening to this will resonate with that, sadly. Not it. It's, it's triggering. And then there's also this dynamic.

8:56 It also kind of makes sense just based on how so much of the, the landscape has created the, the environment, right? If you surround yourself with people that are in really good shape and they go to the gym all the time and they eat healthy food, well, guess what? You're going to probably start to do a lot of the same things, right? We've become a product of our environment. Well, if you have a lot of people that are like, man, I want to get to that next level. And if you go, oh, shoot, if they can get to that level, man, I can get to that level too. Yeah. But what ends up happening is I where the part, at least the part that creates the rub on my side is that people are becoming followers instead of leaders. Yes, yes.

9:38 And there's this dynamic. I've been reading a lot of Marcus Aurelius's stuff again lately. Like I'm just like been burying myself in it. The piece that I actually read this morning was be so freaking grateful for everything that you have. And at the same time, if you lost any single thing, you wouldn't lose an ounce of energy by losing it. And I think that's the part that gets tricky as we get caught in this place of like, oh, I want to do more, be more, have more, grow more, bigger, bigger, bigger. And there's a Western society piece to it. But what I, what I see oftentimes that's missing, it's not hinged around something.

10:18 Meaning like, I want to grow my business to this level because the, because part is always missing. Because it's like, well, I'm going to get the trophy. Right. Yes. It's like, I'll be good enough. Or because somebody else in my industry is doing more, like I want to be number one. Well, why? I don't know. I just want to be number one. I want to prove it to myself or because my peers are, we're competing against each other. So now it's like this new scoreboard, but there's like, well, what, what the hell do you get at the end of the day? And then they build, here's the crazy part. They'll build their business off of a tactic or off of a strategy or off of a, you know, an approach and they'll go all in on it because it's kind of like the, you know, it's almost like Vegas, right?

11:01 And they build this business that's actually not built on a solid foundation. It actually becomes a house of cards. And these vanity metrics and this ego-driven piece of it, like, dude, how many people have we looked at where they're like, oh, I've got a seven-figure, eight-figure business? It's like, yeah, what's your margin? Well, we don't really know how to calculate that one. So, yeah. Did you say margarine? Margarine or margin? Margin. Margin. Margin down the streets. But, yeah, there's – it's just – it's such a fascinating industry because I think that 99% of the people that get into it – are heart driven and they want to grow and they want to help people.

11:49 And then I think another part too, is people do want to get compensated for doing the help, whereas they did help for so long for free. And I don't think there's anything wrong with that at all. No. And I think that people get lost in the mix of it. I agree. Well, you know, one of the things as you were kind of talking about, you know, grow more, do more, all the things is really as we record this right now, one of the book that I am deep in at the moment is Leaders Eat Last by Simon Sinek. And if you've never read it or listened to it, first of all, one of my favorite pieces of work from him and one of the things I love the most is his historical account of how corporate leadership became what it became.

12:39 Yeah. And a big part of what he talks about, one of the through lines of that entire book, I won't spoil the entirety of it for you, but one of the through lines of it is, you know, are the hormones that we've got going on and how they drive our behavior and especially in leadership, the consistent need for leaders to chase the next dopamine hit. And basically that being the kiss of death. It's like when the leader forgets about the we and is all in on me and is chasing the next dopamine hit, we get these guys that look, you know, and gals that look like...

13:23 you know, these high achievers on paper and they're doing, you know, these things that, that appear to be accolade worthy. And yet it's, it's, it's all in service to what it's the insatiable need for that next dopamine hit. And as you're saying that, I mean, I think about some of the programs that we've seen the inside of, I mean, that's literally the environment that I was just having a conversation with a salesperson the other day about this. That most salespeople are like day traders. They're not looking through the long game lens at this deal.

14:06 They just want to get the next dopamine hit. And when they don't have it, they think they're a failure. It's like coming down off of a crack high. Yeah. And I think it can be a lot that way in business. And here's the other thing, too. Before we get into the meat of this, I want to say that this isn't us advocating that you ought to go out and want to be Mother Teresa here. You don't have to be Gandhi. That's not our point. And money is not bad, and it's not evil, and it's not bad to want money and to want more money. I think the biggest key is when it is incongruent and we're told we ought to be just chasing it anyway.

14:52 And so what I want to do today is I'd really like for us to break down for people... How to do this your way. Because ultimately, that's what we care about. I just want to declare this right now. Our intention for putting out this episode is to give you the tools that you need to do this any way that you really want. It is, you know, it's Burger King, baby. You can have it your way. All right. And that's what we want to give you today. We want to teach you how you can have it your way. And more importantly, before we get into the tactics, we want to give you permission to have it your way.

15:41 Because you deserve to have it any damn way that you want it. What feels good to you, the impact that feels good to you, the money that feels good to you, the lifestyle that feels good to you, the approach that feels good to you. You deserve to have it that way. And that's what we want to give you in this episode. Before we dive into the tactical stuff, man, anything else you want to touch on just on the landscape and the psychology of the whole thing? Yeah. You know, it's, it's an interesting piece because so many of the masterminds and the different groups that are out there, there's this, this dynamic. I'll say it this way. I believe they're creating weak leaders.

16:25 So I love the fact that you brought up Simon Sinek. So what, what is the most dominant or strongest piece of a good leader? like really good decision makers. Well, how many groups have we been a part of where they go, we've already made the decisions for you. Just do what I tell you to do. Right. And it's literally like, it's one of those pieces of like, no, right now that I'm not going to say. I, I know what you were going to say. Yeah. Yeah. Keep going. Keep, just keep going. Yeah. But there's this element of, okay, are they actually helping you become a better leader? Or are they just trying to make the decisions for you so that they can, because here's the other part that I don't think a lot of people understand.

17:08 They get a dopamine hit by being able to say, they did what I said or what I told them to do and they got a result. Look at how great I am. Look at me. Yes. And there's this element of like, wait, where did we go sideways in this whole experience? So I just, to echo the sentiments of what you're sharing, there's a reason that we're not married to one path to rule them all. Right. Like we're not Lord Sauron in our big tower of flames. Yeah. We want people to make decisions. We want to let them know if you go that road, here's the benefits. Here's some of the things we've seen as challenges. And here's some of the hiccups you can anticipate. If you want to go that other direction, guess what?

17:49 We've seen here. Here's the crazy part, man. I mean, I know I'm preaching in the choir with you, but I'm just thinking of who might be listening to this in the moment. Right. There's we've seen low ticket that has done huge things. We've seen mid-ticket that's done huge things. We've seen high-ticket that's done huge things. And we've seen people that have done all three, and they've done incredible things. That's not – the path that people choose is not going to be the determining variable. It's – How much are you into helping serve your fellow man or woman in what capacity and how willing are you to just add that much more value so that your business can grow and flourish and do it in a way that's intelligent?

18:30 I think that's the part that gets missed because it's not as sexy and it's not get leads tomorrow, get clients today, do this one thing and all your world's problems go away. And we've conditioned some monsters in the industry is what's happened. I don't know. I feel like I had to get that off my chest, but I don't know if it has anything to do with what we're talking about. But I'm going to go with it. I just can't. I don't know. I am a little stuck on the fact that we're not doing this episode from a tower of flame. I'm kind of like, fuck, man. Speaking of level up, we need to level up. What about second breakfast? Freaking flaming tower of... awesomeness.

19:13 Oh man. Okay. All right. So as we turn the page here and start to look at how we do this, how we actually create what we really, really want, we're going to walk you through this step by step. The place that I would... That I'd like to start is... First of all... We were talking about this a little bit earlier. And... You were kind of sharing a little bit about how sometimes with big dreams, we think that we need way more than we do.

19:55 And that has a chance to kind of stop us. Elaborate on that and share with the person listening right now what we were talking about off air just a few minutes ago. Yeah. So if you had to take a random number, if you had to pick a random number out of the ether... as to how much you believe you needed to have in the bank, in personal net worth, in order to be living your dream life. What do you think that number would be? Right. So the mass majority of humanity, they're going to pick this huge mega number that's going to probably be in the multiple of hundreds of millions of dollars.

20:36 And so where this came from, by the way, so when with with Tony Robbins, we were doing Tremor, which event it was. I think it was actually Business Mastery. I think it was it was my event. Go figure. So we did this process. Tony did this process from the front of room called the Dream Buckets. And he basically walks you through these five different buckets. One is like, what is your health bucket, your dream bucket? What is your relationship dream bucket? What is your family dream bucket? What is the fun dream bucket? And he lays out these five buckets, right? Yeah. It's fun to say bucket because it sounds like something else. But anyways, so as we're going through it, as you map it all out, he goes, great.

21:17 Like literally come up with every single thing you can imagine or think that you could do in each of those different buckets. And then I want you to put a dollar number next to each one. What would it actually cost to be able to do those things and then add it all up? And dude, it's crazy when you sit down and actually like map this out. Yeah. Because it's usually, for the mass majority of people, by the way, it was usually less than maybe a couple million bucks. Wow. And so where you're thinking it's going to cost like 150, 200 million, 300 million, whatever it is, when you really get down to it, it's like 2 million to 5 million. I think the average when he pulled the room, I think it was the mass majority of people in the room, it was like $5 million and they could have their entire dream life.

22:05 Well, when you back into $5 million and if you give yourself a 10-year window, that's not that hard. No, it is not. But if you think you need to do $5 million this month in order to have your dream life, your brain goes, I don't know how to back into that. That's a lot of work. And I've never done that before. And then we throw in the towel. Short circuit. Yep. And so the magic of this is number one, do you actually know the damn number? If you don't. You're chasing vanity, chasing ego. So if you don't have your number that it opens up Pandora's box for you.

22:45 By the way, one of those big buckets was contribution. So I should preface that. Like where can you give back and how much do you actually need in order to have an impact on humanity at the level you want to? So don't want to skip that piece because it's an important bucket. Go ahead. Keep going. Keep rolling. I was just going to go one, one other piece. So the first one is figure out what is the real number. And then the second one is what's a timeline that feels in alignment with you, that if you kicked some ass, you believed you could actually accomplish those things in that window of time. So that's like the starting point of what does the vision actually look like? What is the number? How much time do you really need? Great.

23:25 Let's start there. Yeah. Go into... Yeah. I'll let you kick in the afterburners. No, I love this. And the couple of things that I would sprinkle on here. Number one, I think that when you're going through the process of choosing a number, I usually see one of two different things typically happen for people when they're choosing a number. Yeah. And it's usually either A, they choose a number that's so big because they think they should and they can't really see it. And that's the kiss of death, by the way. If you're chasing a number or something of any kind and you don't really believe that it's possible, it is useless.

24:11 Right. One thing that we know through a lot of study on this particular topic in the world of performance is that if you can't truly envision yourself having it or being it, the chances of you achieving it are slim to none. They're almost non-existent. Because at every stage, if you can't really feel it, at every stage that you even start to get close, your subconscious is going to whack you. Because you can't really feel it. You can't really see it. You might even think you don't deserve it. That's a whole other conversation.

24:53 But so it's usually either that or... It's the other side of the coin where it's like, I feel like, and man, we have had these conversations with people. I have had my ass kicked so badly that my number is so low. It's like, oh God, I would just love it if I could bring home five grand a month. Yeah. Okay. How are you living in Southern California on five grand a month? Not very well. But a lot of times we get so beat down by some of the learnings.

25:35 I'm not going to call them failures. I'm going to call them the learnings. by some of the learnings that we've had or the experiences that we've had or the mentors that have told us one thing or another, you know, that we get stuck with a number that's way too low. And really what we're looking for here is we're looking for the Goldilocks number. We're looking for the one that's not too big, it's not too small, but it's just right. And what it should feel like, the way I like to describe this to people, and this is the way I like to describe it, any goal that we're after to people is if it feels so big that you can't really feel it or see it or envision yourself being there or having it or becoming it, it's too big right now.

26:21 If it's so small that it's like, oh, yeah, I mean, you feel like it's easily achievable, it's not enough. You're not going to learn anything. You're not really going to grow by setting the goal in the first place. So we want something that's sort of right in the middle there that feels like when you look at it and you think about it and you kind of go, oh, like, I'm going to have to change some shit to get there. I'm going to have to be a different person. I'm going to have to do some different things. And this is going to be tough. But I could see it.

27:02 I could feel it. And if I could have it, gosh, it would be amazing. You know, so it ought to feel like a stretch, but not so much of a stretch that you can't really envision it. That makes sense. It totally does. And there was a, so my, my mentor, he brought up an element from gentleman named Zig Ziglar. So if anyone's under the age of 40, you probably have no idea what words I just said. Zig Ziglar and his crazy redhead. So Zig used to have this sentiment that he'd say, and he'd say, Hey, if you want to be a millionaire, go add a million dollars of value to your society and you'll become a millionaire. And I think one of the big pieces that gets lost in the coaching space is we pick a number based on our own perception of what we think we're capable of earning.

27:50 Or even to that point of, you know, figuring out what are your dream buckets and figure out what that number is and then back into it. Like there's an element that's there. But if you flip it and you go, well... If I charge X amount of dollars and that's the, let's say it's just the $5 million, whatever that we pulled out of the ether. Okay. Well, how many people do I actually have to help in order to get to that number? Our brain goes to a whole different set of like filtration. If we go, well, let's just say, let's, let's just say it's a hundred people I have to help or 500 people or a thousand. Let's just say it's a thousand people. If I help a thousand people, I make $5 million based on pricing.

28:31 Okay. Can your head get around helping a thousand people? That's a whole different game, right? Yeah. Because then it's like, well, shoot, if I, is there a thousand people on this planet that need my help? Is there a thousand people in my niche market? Is there a whatever, like, as we start to unpack that, am I capable of helping a thousand people? Am I putting myself in an arena that has seating for a thousand people? Right. Let alone. Yeah. Right. Like it starts to kind of scramble the way that we filter and look through that lens of. Yeah. If we put the money piece on the back burner, like once you figure out your dream buckets, you put that number back, then you go, how many people do I need to go help? Then you pour your freaking heart and soul and every ounce of your being and every freaking waking moment of your day into reaching that many people.

29:19 Yeah. Then it changes the game. Yeah. I completely agree with you. And that's a perfect segue, by the way. Nicely done, my friend. Into the very first key in actually creating the business, the coaching business of your dreams. Not anybody else's, but your dreams. is number one, knowing how many people do you really want to work with? So this is a big key. And by the way, we're going to go down a list of a whole bunch of other things that you can and should focus in on to be able to kind of, as Brooke talked about, back into what your number is.

30:07 But... First, think about how many people you really want to work with. Because look, this is... Here's another thing that I think we get guilted on. I also... Just as much as I think we get guilted on our monetary number and seven-figure coach and 14-figure coach and all of the things. I think we also get guilted on how many people we're working with. And I think at the end of the day... Our impact is, you know, the way that we impact people, how many people we impact and how we impact them is completely up to us.

30:53 That is not for somebody else to decide. And that's one of the other things that you're going to get is like, well, if you could go out there and help a bazillion more people, then it's your duty to go do that. Maybe yes, maybe no. Because here's the thing that I would offer. And I want to hear your thoughts on this, dude. I feel like there is a different... I feel like there is equal value in deciding, I'm going to help five people at a time. And I'm going to go deep. And I'm just going to pour my heart and my soul. I'm going to be the guru. Right?

31:33 for 5 people. And I'm going to give them everything that I got. And my belief is that if I can go do that for these 5 people, they're then going to go create a ripple effect in the world with what they're going to do and who they're going to impact and how they're going to change lives. Yeah. And I think that can be equally as valuable as saying, hey, like, and I always forget, but like the one that kind of rings in my mind right this moment is, speaking of Tony, his number on, you know, the amount of people that he wants to, that he wanted to feed. He wanted to, you know, feed a certain number of meals to however many millions of people, a million people.

32:18 Yeah, it started out as a million. Yeah, now it's way beyond that. Yeah, it's insanity. And that – I think. The piece of those dream buckets, right? A big one for him. It started out where it was more of his personal dream buckets were bigger and the contribution bucket was little. And over time, his personal dream buckets got accomplished. So, those got smaller and then guess what? The contribution dream bucket got bigger. And so, yeah, so he moved and I think he's fed over, I think it's over 5 billion people now. Yeah. I was going to say that number is huge at this point. Yeah. It's bananas. And that's the way he equates it, by the way, just because I've been in those meetings and we've calculated those numbers is he goes, okay, if my goal is to feed a billion people, how many people do we need to enroll in our programs?

33:01 How many people do we need to sign up for coaching? How many people do we need to have going on our backend programs? Based on that, how much, how close does that get us to our goal of feeding a billion people? He literally backs into the contribution bucket through his vehicles and his business. And that's how they set their goals. So they create their revenue goals off of their contribution goal. They back into it. Pretty cool. I love that. I love that. And I think that so what you bring up to is another is another great point. When you're thinking about I want you're listening to this right now, whether and by the way, one of the things I should have said at the outset that I'm just going to go ahead and say now, because we're still early enough in the process of all this is.

33:44 I want you to realize that this is not just for you to consume and think about and dive deep on if you are just starting. This is actually every bit as relevant for the person listening right now who is in the middle of it. who's already built something. Maybe you've already had a fair amount of success. That's great. But you should still be consistently putting your business through the filter of, is this really the business of my dreams? Or did I build this according to somebody else's dreams? So I want to say that. And I think that the piece you bring up with regard to the contribution is really interesting You might say, hey, look, I want to work with...

34:35 I want as many people to go through my program as is humanly possible. Great. That's awesome. Good on you. And we're all for that. But here's another piece, going back to the contribution, is that when we think about helping people, helping people through our coaching is not the only way to help people. You might say, hey, if I could have it any way that I wanted it, I get more value internally. I get more fulfillment from going deep with people and really just having those five clients at a time that I'm really the guru for it. But hell, I can go out on the weekends and go down to the, you know, to the food bank and serve meals to people or pass out food to people.

35:22 Or I can support, you know, this nonprofit, you know, or something else. There's so many different ways that you can give and make an impact in the world. This is one of the things that I want to shed light on because this is this does not get brought up. When people are telling you that you ought to put more and more and more and more and more people through your coaching and you're being selfish and you're holding on to your gift, if you're not serving as many people in your coaching program as is humanly possible, that is hogwash. I mean, let's just go there. It's fucking bullshit. It's what it is. That's what it is. Because you can help people. Yeah. I'm not holding back. Not holding back.

36:05 You can have it any way that you want it here. So you should decide how many people really feels good to you right now in this moment. Because that's the other thing, dude. Don't you feel like this is something that can change over time? Oh, heck yeah. our circumstances change, right? Our environment changes. Like there's a moment where you might be in your business and you have your kids that are in there. Let's just say they're, they're between 10 years old and 18 years old. And you go, you know what? I need to make a certain amount of money to live a certain quality of lifestyle, but I really want my time with them. Well, when you're an empty nester, you might go get a lot more time to live out my mission here. Like, shoot, let's go help more people.

36:47 And guess what? You can change. So you're not locked in. Yeah. But yeah, to your point, I think what ends up happening, though, is we beat ourself up if we're not at that threshold. And then guess what? When we get there, we move the freaking goalposts and then we feel like we're not good enough still. And we take our eye off the ball of the fact we're actually having a huge impact and we're doing some pretty magical stuff. Yep. I love that. And the one caveat that I want to give before we move off of this is that when you're asking yourself this question, how many people do I really want to work with at a time? Or how many people, if I've got some big dream of I want to work with X number of people and that's on my heart, great.

37:29 The one thing I don't want you to do right now is I don't want you to try to figure out how you're going to market to get that number of people in. Forget about that. The how is none of your business right now. Just decide if you could have it any way that you wanted it. Would you rather work with fewer people? Would you like to have something in the middle? Would you like to have a huge number of people? Decide on that first and we can work on the how later. I'm going to do what we call in the radio biz, a little tease because here's the truth. This is a mega episode. It's not one that we can cram into a short span of time.

38:11 So there's a part two and it's coming. And until then you're going to have to wait, but we love you anyway. And thank you for listening to this episode of the coaching equation podcast. Part two of this one coming very soon. Thanks buddy. Thank you for listening to this episode of The Coaching Equation. Please hit subscribe wherever you listen to your podcasts. And if you got value out of this episode, we'd be so grateful if you would share it out with a friend and leave us a review on iTunes or your favorite platform. To learn more about Empire Partners or to inquire about working with Ryan and Brooke, please visit www.empirepartners.io forward slash go.

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