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If you’re a regular reader here, then you’ve already learned about staying faithful through the challenges of a start-up coaching business, narrowing down your niche, the core benefits of coaching packages, letting go of limiting money beliefs in your business, and why it’s all worth the time, anyway!

Wow, you’ve been busy…

Yet, there’s still more work to be done if you’re serious about making a career out of coaching. Specifically, you have to make another adjustment to the way that you see yourself, professionally.

But first… let me ask you a question:

Are you a therapist, a coach, or a small business owner?

What do you see in the mirror when you wake up every morning? (Besides the tired eyes begging for coffee!)

For beginner coaches, the correct answer is usually, “all three”. However, the unfortunate truth is that many aspiring coaches see only a ‘therapist’ or ‘coach’. Their businesses proceed to fail not because they don’t do these two things well, but because they fall short of embodying the third.

It’s a common tendency for Americans to attach strong personal value to our careers and accomplishments – especially in today’s social-media driven society, where taglines, captions, and ‘About Me’s follow us everywhere.

It’s easy to say, “I’m a therapist’ and leave it at that.

And, in the context of an insurance panel or community clinic, self-identifying by the service you provide isn’t as harmful as it is in the context of coaching… As a coach, though, it tends to spell disaster.


Because if you are identifying yourself primarily as a ‘therapist’, then you probably aren’t identifying yourself as:

  • A leader
  • A visionary
  • A business owner

Why does it even matter? Whether you see yourself as a therapist, a coach, or a business owner, don’t you do all three in the coaching business, anyhow?

You do, especially if you are planning to do coaching alongside your private practice rather than replace it all together.

However, if you don’t think of yourself as a business owner, odds are that you won’t plan like one…

As a mental health provider, how many times a day have you found yourself making revenue targets and projections? Calculating business expenses? Taking on a project management role? What about slogging your way through spreadsheets and marketing statistics to determine the next step for your clinic?

I’m willing to bet nearly none!

You’ve probably conducted most of your planning based on day-to-day or week-to-week expectations and goals. Afterall, insurance hassles, long hours, stressful work days, and the other nuanced elements that go along with being a psychotherapist don’t really leave much time for future planning.

Yet, as the owner of a thriving coaching business, putting on this third hat- “CEO”- is not optional. Thinking at least 90 days ahead at all times isn’t optional, either.

Of course, your clients’ needs are important and deserve daily attention, but so does your business! You cannot simply sit down once a week in a temporary ‘business owner’ mindset and expect your coaching business to thrive.

No matter how great your services are, you can’t provide them if you don’t maintain the proper channels to do so! You must always be taking things in through the perspective that you are the CEO, you are the leadership, and you are the visionary of your coaching business- not merely the coach/therapist providing the services it offers.

Start Thinking of Therapy and Coaching as the Services They Are

You used to provide patients with psychotherapy. Now, you provide clients with coaching services. However, to define yourself by either of these would be to hem yourself in – to sell yourself short!


They’re services. They are parts of the whole that is your coaching business!

Up to this point in your career, you’ve been no stranger to accountability. You’ve been responsible for keeping up with countless patients’ care plans, sessions, and progress notes, no doubt. However, being accountable for providing patients’ care and being accountable for both providing quality services and ensuring the long-term success of a coaching business are two entirely different roles.

The Good News

If you’re making coaching your new career- chances are that you’ll want your coaching business to see long-term success!  

I know that you have the capability to get there once you’re ready to be a leader and a visionary in your coaching business even though you may not have any prior experience managing a business in the past because neither did I!  

With a willingness to work hard -inside and out- you can become the proud owner of an impactful, successful coaching business. Sure, you will need to add a few new skills to your repertoire to accomplish your goals, but it’s easier than you think with the right tools and trade secrets.

Ready to take the next step?

Consider signing up for my Mastermind Group Program!

It’s designed for a small group, just 12 to 15 people, so that everybody gets personal help and attention from me and my team and will help you to develop your brand, your lead generation system, and your team through a hands-on process with proven success! I have been conducting group programs for nearly two years, but if you’ve joined one in the past, don’t make the mistake of thinking you can’t benefit from this one, too. The Mastermind Group Program will be more in-depth than any before and will teach you even more advanced strategies for building and maintaining your coaching business.


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