The Ideal Client

For years, I pushed back on the idea of a “niche.”

It felt limiting, like I was being told to pick one flavour of ice cream and commit to it for life, while I knew I could serve many across different industries and roles. When I left Verizon 12 years ago, I naturally gravitated toward IT teams, having built deep knowledge of that world, and it felt safe.

But here’s what I quickly learnt: deep expertise in a specific industry doesn’t automatically translate to alignment, fulfillment, or even success in coaching.

Over the last 18 months, I’ve been thinking very differently about my business, my clients, and with that, myself. And with the help of an incredible mentor and coach, I’ve gone from doing good work to doing the right work with the right people.

The Wake-Up Call: “You’re Not a Niche, You’re a Magnet”

The first turning point came while I was writing Career Unstuck. My then book coach would constantly ask: “Who is your ideal reader?” Not in vague terms, but down to their name, job, fears, beliefs, kids, mindset, and habits. She drilled into us that clarity wasn’t about excluding, it was about making it easier to speak with confidence and relevance.

This message then came at me again through my business mentor. What if I applied the same level of clarity to my corporate workshop and coaching clients?

Yes, I’ve worked with everyone, from marketing teams in banks, to government IT departments, to C-suite execs in manufacturing. I often joke that my niche is “humans” but that truth masked a deeper truth: just because I can work with anyone, doesn’t mean I should.

The Real Impact of Vague Client Boundaries

Let me paint the picture and see if it resonates with you.

When you aren’t clear on who your ideal client is, you say yes to almost everything. You hustle. You drop rates just to win work. You take on clients who micromanage the process, show up unprepared, and pay late (if at all). You bend over backwards to accommodate them, and you tell yourself, “It’s just this one project.”

But it’s never just one.

You lose time to endless admin. You feel creatively drained. Your confidence dips. You second-guess your pricing. And worst of all you begin to resent the very work that once lit you up.

Sound familiar.

I’ve been there, more than once. I’ve worked with clients who skipped pre-work, pushed the scope, penny pinched on rates, and ghosted on payments for 90+ days. And while they may not realize it, every missed payment, every rescheduled session, and every ignored boundary chips away at the joy and energy I bring to my work.

Who Is the Ideal Client?

Working with my mentor, she had me reflect on the clients I loved working with and what they had in common:

1. They don’t quibble about price — They value my experience and insights.
2. They show up and do the work — Pre-work, post-work, all of it.
3. They’re fun and energizing — Coaching feels like collaboration, not effort.
4. They pay on time — Respecting the financial exchange.
5. They trust the process — Allowing me to design based on outcomes.

That list became my compass. And just as importantly, I created the reverse list the traits of clients I no longer wanted to work with.

The clarity is liberating. I began to feel my energy return. I set better boundaries, raised my rates, and started referring misaligned prospects to other coaches in my Connect, Learn and Share community who were a better fit.

And guess what?

My ideal clients started showing up.

What About Rising Star Clients?

Not all non-ideal clients are bad. Some are what we call Rising Stars they have the potential to become ideal with a little boundary reset. Maybe they’re fun and committed but occasionally push the scope. Or they love the process but balk at certain fees.

With these clients, I’ve learned to tighten up my Statement of Work. Add admin fees where necessary. Have the awkward but needed conversations about rates or scope. Because often, they just need clarity too.

Clarity Isn’t Restrictive—It’s Magnetic

Here’s what I want every coach to hear:

“When you’re not clear on who you serve, your marketing becomes scattered, your message diluted, and your revenue lumpy.”

You hustle more than you should. You chase shiny programs, gurus, and methods hoping one will fix the feast-or-famine rollercoaster. You second-guess your value. And worst of all, you start believing the myth that you have to say yes to stay afloat.

But when you get clear, you become magnetic. Your messaging resonates. The right clients start finding you. Your boundaries become easier to uphold. And you begin doing your best, most joyful work.

The Money Myth: “But My Ideal Clients Can’t Afford Me…”

I hear this a lot especially from coaches who want to work with non-profits, grassroots orgs, or mission-driven leaders. And I get it. There’s deep purpose there.

But you’re not a non-profit. You still have to pay your bills. And maybe the solution isn’t to abandon that purpose but to find ways to supplement it. Work with a few well-aligned corporate clients so you can subsidize the work that feeds your soul.

It’s not about selling out. It’s about sustainability.

This is the biggest lesson I learned.  I want to support all coaches, everyone.  I realise the same messages I apply to corporates apply to the work I do with coaches, although the ideal attributes are slightly different.

Questions to Ask Yourself

If you’re ready to step into this clarity, here’s where to start:

• Grade your current clients — Who energizes you? Who drains you?
• List your ideal client attributes — Get really specific.
• Check your boundaries — Are they clear and honoured?
• Review your marketing — Are you speaking to the people you want to attract? What are their problems, the things that keep them awake, their frustrations, the things they fear.

Trust me: the more aligned you become the easier it will become to market to them,  then the more the right people will come knocking.