The Cycle that Kills MOST Coaching Businesses

Once you understand this email, EVERYTHING will change in your business and life.

No hyperbole. For reals.

I'm about to describe the journey EVERYONE goes through when building a business.

Let's start.

Take your mind back to when you first launched your coaching business or signed up to a new course... that rush of excitement. Everything's shiny and new. You landed a few wins and thought "This is it. I’m on my way to the top!"

You're in the bubble of Phase 1 - Uninformed Optimism.

But here’s the thing: the bubble ALWAYS pops.

The initial motivation wanes, challenges creep in, and the rose-tinted glasses come off

It's your wake-up call to Phase 2 - Informed Pessimism. The realisation that building a business is hard.

And it's only about to get harder.

With every rejection and post that bombs, self-doubt and second-guessing get stronger.

What's around the corner is Phase 3 - The Valley of Despair.

This is where most businesses die.

Because what happens here is distraction.

Instead of owning their outcomes, most shift the blame onto the strategy and become easy prey for the allure of the 'next big thing.'

Caught in this cycle, they loop back through the phases 1-3. Only to find themselves once more in the Valley of Despair, pointing fingers at the strategy and succumbing yet again to the tantalising promise of a new solution.

Only to repeat phases 1-3 once again...

You know the rest.

It's why Alex Hormozi says,

"Competition kills more businesses than competition does"

And it's also why success is simple.

Success is about staying focused and staying in the game.

Because if you do, you'll move past The Valley of Despair, and soon find yourself in Phase 4 - Informed Optimised.

The stage where you realise there is no secret, and the game's been inside you the whole time. It’s your focus, your tenacity, and your being, that makes the strategy work, not the other way around.

Few get this far; if you continue to remember this, what's next is Phase 5 - Success and Fulfilment.

Here's what it looks like...

So, here’s the scoop: I’ve been where you are. I’ve felt the highs and been sucker-punched by the lows. I've failed to trust myself and fallen prey to shiny object syndrome.

In recent years however, when I found myself in the Valley of Despair, I've held on to a crucial realisation – the key isn't the strategy; it's about my being, my focus, and my perseverance. And sure enough, what follows is always success and fulfilment.

So Joel, can you see yourself in the above cycle? Where are you now?

If you find yourself in between phases 2-3, well... you now have the secret to success... focus, consistency, persistence and focus (yes writing it twice was intentional)

You may already know this, but from today I want you to embody it.

Let’s commit to this process, to the long haul. It’s simple – not easy, but simple. Stick with it, honour the suck, trust in the process, and the results will come.

Looking forward to hearing your thoughts and experiences on this. We're all in this together.

Big love,

Joel 'Stay In The Game' Burgess

P.S. Whenever you’re ready there are 3 ways I can help you:

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