How do you create success as a coach, with full integrity?
When we started this company in 2004, coaching wasn't a "thing" yet, and there were few role models to look up to, let alone proven paths to follow. As we started chewing on the question of how to create success with integrity, we found that the answers were remarkably counter-intuitive.
So we started what we thought would be a small side business teaching coaches, counselors and healers how to "integrate money and meaning, profit and purpose, sales and service." Over the course of 15 years, we ended up coaching thousands of people in this area, including a number of the leaders in the industry.
While we no longer do this work, here are some of the lessons we learned, most of them the hard way. We hope they're helpful.
Four Problems
In the business of coaching, there are four areas where what works for a normal business is exactly the opposite of what works for coaching: marketing, sales, delivery and pricing. This clip walks through these four problems as well as the essential solutions to each.
These 15 minutes cover the most important things we learned in 15 years. The slides for this video are downloadable as part of the Q&A interview below.
How to Become an Agentic Sage
How can successful entrepreneurs and executives integrate consciousness and spirituality while staying grounded and effective? Why does it seem like we hit a wall when we try to increase consciousness and agency at the same time? How do we move through the wall?
Scott Britton and I had a fantastic conversation exploring these questions. This interview is from August 2025.
Coaching Success
There are four key steps in the process of creating success as a coach. This "coaching flywheel" can take some energy to get going, but as you continue to follow it, it takes on a life of its own, and creates compounding results over time.
This is an interview with Tom Morgan from March 2025.
Authentic Leadership
There are hundreds of thousands of people stuck in empty corporate careers, where they often feel like they either have to quit their jobs and become coaches or join some other purpose driven profession, or stay trapped in roles that feel increasingly inauthentic, meaningless and exhausting.
There are paths to success, where you can create meaningful careers while staying in corporate, or successful practices while becoming a coach. At the foundation of both these paths is the shift from Heroic to Authentic Leadership. This interview with Tom Morgan is from April 2025.
Spiritual Pride
Perhaps the single biggest challenge on this path - particularly as you start to be successful - is the trap of repressed special. Identifying this pitfall is essential if your goal is to do transformational work with integrity. In this interview with Tom Morgan, Brian explores this trap and how to avoid it.
This is the original interview with Tom Morgan, from October 2024.
Q & A
How do you develop spiritually?
How do you enroll coaching clients with integrity?
How do you create strong containers?
These were the most frequent questions Tom received in response to the previous video. This follow up interview with his community, from November 2024, explores these in more depth.
Transformation Age
In 2017, on the day of Donald Trump's first inauguration, Brian was asked to give a keynote speech to a group of the leaders in the transformation industry, on the future of this industry.
This video provides an inspirational perspective on the opportunity and need for the transformational industry, while also diagnosing some of the problems that have been holding it back from fully delivering on that opportunity.
The Path to Success
Perhaps the single biggest problem in the coaching industry is a lack of clear guidelines and expectations about what the path to success looks like and what it takes to walk it. This document helps address that gap.
The Essential Pieces
There are only four pieces of your business you need to develop in order to build a successful coaching practice, but if your business is missing any one of the four, it will struggle.
The Heart of Your Business
Most people think that you have to become a master of marketing and self-promotion in order to build a successful coaching practice. This isn't true. If you feel overwhelmed at the idea of marketing yourself, these five conversations provide a different path you can follow instead.