What I’ve Learnt from 10 Years in Business
One of the most powerful things about being in business for a decade is the hindsight that comes with it. When fellow coaches recently asked me some great questions about my journey, I thought I would share the answers with you…..It’s a bit of a long one.
Working On Not Just In
When I first stepped into this world from the safety net of corporate, I didn’t set out to start a business, but I knew I wanted to facilitate and coach. It didn’t take long before I realised that coaching alone wasn’t enough—I needed to learn how to run and market a business. In the early days, I was often working in the business, not on it. And I wish I’d made the switch sooner.
Only in the last four years have I truly become more strategic, investing in marketing, refining my message, and being more intentional about growth.
From Farmer to Trusted Advisor
Having come from a corporate sales background helped. I already understood that selling wasn’t about pushing a product, it was about solving a problem.
In sales, some people are hunters and some farmers. I’ve always been a better farmer than hunter. I’ve built this business by nurturing relationships, not chasing cold leads.
Clients didn’t choose me because I had a polished pitch or fancy slides, far from it.
I believe it’s about building trust, I am often reminded of David Maister’s trust equation.
Trust = (Credibility + Reliability + Intimacy) ÷ Self-Orientation
Know your stuff, do what you say you will, show up regularly and solve their problem and to be of service.
Three to One and the Ripple
We started as a partnership—three passionate coaches. But within six months, life changed for them. One of my partners became unwell, the other had prior commitments, and suddenly I was running it alone. That wasn’t the plan, but looking back, I wouldn’t change a thing.
I leaned into my network. I set up a local meetup group, talked about Strengths, and shared ideas on LinkedIn. One meetup led to one conversation, which led to a workshop, which led to 6, then to a women’s workshop for 90 leaders. That ripple effect, starting from one generous connection is still going today and expanding. That customer now a great friend and advocate.
Systems, Funnels, and All That Jazz
Day one, we signed up for Salesforce, because that’s what we thought “real businesses” used. It was total overkill. I reverted to a simple Excel spreadsheet, and still do today. Then email folders for clients and prospects and diary reminders to follow up.
I used Xero (accounting software) early on to track finances and cash flow and send invoices. Sales is a machine, it only works if you keep feeding it. I learned that consistency in showing up, following up, reaching out, and reconnecting is what keeps the wheels turning. It doesn’t need to be jazzy but it does need to keep moving. Tinkering on a website or email isn’t building a funnel.
Run Rate and Fall Back
To keep income flowing, I picked up contracting work early on, facilitating for others, letting them know I was available. It wasn’t highly paid and not all strengths related but it built relationships and opened doors and gave me confidence.
One thing I did get right? Having money saved. We had 3–6 months of living expenses set aside. I never had to use it, but knowing it was there gave me my husband confidence he is still and always has been my biggest cheerleader. Whilst we cut right back he helped keep things steady while I built momentum. I always knew I could fall back on IT sales if needed or I would go and stack shelves at the supermarket if I needed. Now I am itching for him to retire so he can work for me ;o) we met at work 32 years ago.
Learning by Doing
I’m not a big reader (Learner #34), but I learn by doing and with others (Activator #1 and Woo #2). I’ve taken nearly every Gallup course there is listened to every Theme Thursday, and I’m always soaking up podcasts while walking the dogs.
The best advice I’ve ever received? Be visible. Just do it. You can’t wait for perfection. You’ve got to show up. Often, the fear we carry is more about what we think others think—and most of the time, they’re not even our ideal customer so does it matter what they think?
What I Wish I Knew Sooner
If I Could Go Back…
I would’ve learned about my tax responsibilities sooner. When my business partner became ill, I buried my head in the sand about the financial stuff, that was her thing. That came back to bite me. A quick and free local government course changed everything, I realised I could manage it myself, no accountant which saves money.
I would also have stopped getting distracted by what others were doing. Just because someone else has a flashy course, a podcast, book or big platform doesn’t mean it’s right for you. I now stay focused on my strengths, my master model and how I like to work
Frameworks, not rule books.
One of the best tools I found through another community group I am part of is this calculator it helped me reverse-engineer my income goals and time availability. It showed me what I needed to charge and how many hours I need to work and give me ideas of other offering, to hit the goals. Tinkering on a website design isn’t going to hit my goals.
Lead Magnets and Nurture Series
One of the things I wish I’d understood and implemented much earlier in my business was the value of having a lead magnet and a nurture series. For the longest time, I didn’t really know what a “lead magnet” was. It sounded gimmicky, like clickbait. But once I realised it was just about offering something genuinely helpful in exchange for connection, my whole approach changed.
I’ve now created the Picture This lead magnet and Conversations Guides, I follow them up with a series of simple emails. It’s about continuing the conversation, offering useful insights, and helping people stay connected to what’s possible with Strengths. Watch this space for a session on how to create a kick ass lead magnet and my 102 emails to unpack CliftonStrengths.
If you’ve landed here after downloading something, thank you for sticking around! You might be a client, become a client, you might not, and that’s okay. My goal is simply to be helpful.
If I could go back, I’d start building and sending nurturing content from day one. I had Mailchimp for years but didn’t use it enough, now, as you can see, I do. BTW if my emails are just not for you, I won’t be at all offended if you unsubscribe.
Tip I was given recently by my business mentor – repurpose everything. A blog can become a newsletter, LinkedIn article/Newsletter which becomes a social post. Create once, use it many times.
The Surprises
What’s surprised me most in the last 10 years? That within 2–3 years, I was earning as much as I had in sales and some years, more. It didn’t come just by having a website. It’s about being visible, asking for referrals and offering something of use.
The deep friendships I have made with ‘the competition’ and how many customers have become buddies. ‘Cuddies’
Tools That Help Me Stay Sane
I’ve tried to keep my tech stack simple and not get to distracted by shiny things, easier said than done:
- Xero for all things accounting
- Calendly for bookings (I must move to tidycal as much cheaper)
- Stripe for payments
- Canva for visuals (that has only been in the last 18 months and working with the amazing Ellie)
- Planable for scheduling social media
- ChatGPT – Paid version for some content, layout, spell check! and idea filtering
Balancing Business and Life
Daily dog walks are non-negotiable, sometimes it’s just me and Sprocket the Lab X Rotty. Luke is now 14 and can only manage a wander around the paddock and then sleeps on the sofa in my office all day. In summer, we go out 6.00am. In winter, it’s late afternoon. It’s time I protect, and it makes a difference to how I show up, although literally its often messy and with a baseball cap on – see sample below.
I also work from a converted barn on our property—it’s separate from the house, has its own entrance, it helps me create that boundary between “work” and “home,”
This year my goal is to travel more and work from anywhere. USA and June, Europe in August and September.
You Don’t Have to Do This Alone
Something I often need to remind myself of: this journey is better when it’s shared. You may see me post this week about ‘It’s who you know’ and your network of 12 people, they are all critical and can help us do more and be more.
Whether it’s a coach, a peer, a mastermind, or just someone who gets it, community makes all the difference. It’s why I’m so passionate about creating spaces where coaches can come together, learn, and grow. Spaces that are honest, generous, and grounded in what really works.
That’s what the Connect, Learn and Share event in Denver is all about and the on line community in Circle.
This journey isn’t meant to be done solo, and I’d love to walk a little of it with you if you will let me.
