Go Deeper, Not Wider, in Your Coaching Business
Originally shared May 29, 2025 in the Naked Sunday Newsletter. Adapted for the journal.
I was on a call with a friend of mine the other day.
He was telling me how stuck he felt in his business growth—and when he started listing off everything he was doing to attract new clients, my head started spinning.
Low-ticket offers.
Free workshops.
Book clubs.
Three different tiers of programs…
All of it designed to bring in more people.
But none of it was gaining traction.
And it was chewing through all his time and energy while he was still running a full client schedule.
So I asked a few more questions. And the problem became clear:
He was doing too much of the wrong stuff—and he wasn’t valuing himself properly.
I’ve done it, too.
When I had my gym, I fell into the same trap. I thought I needed:
New equipment.
Specialty classes.
A second location…
All that did was drain my resources and distract me from what I actually loved—and was best at.
Here’s where the Zone of Genius comes in.
(Shoutout to The Big Leap by Gay Hendricks.)
Your Zone of Genius is the thing that feels effortless.
It’s your superpower.
It’s what brings you the most joy and impact—and ironically, it often feels so easy that you feel guilty charging for it.
But that’s the trap.
Instead of doubling down on our genius, we chase “more” because someone told us we had to.
Some course, coach, or ad convinced us that we’re not doing enough.
So we spread ourselves thin building a business—or a life—that’s not even aligned with what we actually want.
That’s exactly what was happening with my friend.
He already runs a successful 6-figure therapy business.
But instead of going deeper with his existing clients and charging appropriately for his best work, he was spinning his wheels trying to create more offers for more people at lower prices.
He’d gotten stuck in the “do more to grow more” loop.
So I told him the same thing I learned the hard way:
Go deeper, not wider.
Go back to the people you are already serving.
Get clear on what they’re really getting out of working with you.
Reset goals.
Raise your rates.
Keep showing up and serving deeply.
That deeper service can strengthen the relationships you already have.
So if any of this hit home, here are three questions worth asking yourself:
Where are you spending time that’s draining your energy?
What do you do best—the thing you’d do even if you weren’t being paid?
How can you serve your current people even more deeply? (Hint: Ask them.)
Sometimes your next level isn’t about doing more.
It’s about getting back to what matters most.
Trust yourself.
You got this.
Related reflections
Until next time…
Love. Every. Body.
