I have a “confession” to make…
I didn’t want to write this message to you.
I view myself as a speaker… not a writer.
So when MY Coach, Jeffrey Sooey, Dean of Master Coach University…
…asked me to write this email to you…
I said… “I prefer speaking… that’s why I’ve made so many videos for our students.”
“So, why don’t I just make another video instead?”
“That’s my preference…
…not writing an email.”
Jeff responded, “I don’t think you have a preference for videos (or speaking).”
Confused, I said, “What are you talking about?”
“I’ve been a speaker for 15 years at companies like Ford, Century 21, and many more.”
“I’ve made hundreds of presentations and videos.”
“SPEAKING is DEFINITELY my preference.”
Jeff said, “Yes, you’re good at speaking…
…but you’re also WEAKER in writing.”
“If you were a strong writer, you wouldn’t have such an intense preference for speaking.”
“You actually have a WEAKNESS disguised as a PREFERENCE.”
I said “So the whole time I thought I was running TOWARDS speaking…
…I’ve really been running AWAY FROM writing?”
Jeff said, “Maybe not the whole time, but I think that’s what you’re doing NOW.”
“Avoiding your weakness…
…motivates your desire.”
I realized Jeff was right.
I didn’t want to face my weakness in writing.
Part of the payoff my preference for speaking gave me?
It excused me from dealing with my weakness.
Posing as ‘the great speaker’ hid my weak writing muscle.
I covered up my lazy writing by speaking more enthusiastically.
Why was I disguising my weakness…
…under the LIE of calling my speaking a “preference”?
I used my preference (speaking) to hide my weakness (writing)…
…because it got me off the hook with writing.
That way I wouldn’t have to go through the discomfort…
…of struggling with my writing as I learned to do it better.
BUT… The problem?
Getting off the hook ALSO allowed my writing to atrophy.
(neglecting my writing)
And THAT became the HOLE in my coaching business.
I was a strong speaker with a big hole in my competence.
I realized that there are a lot of clients I couldn’t reach without stronger writing.
That was a tough pill to swallow.
It turns out that most coaches have a preference that hides a weakness.
After surveying THOUSANDS of coaches, we discovered…
…most of them prefer to build their coaching business by building a website.
But many of those coaches prefer to grow through a website…
…not because they’re strong in building websites…
…but because they’re weak in attracting clients from scratch.
Hundreds of coaches I’ve worked with have used their preferences…
…as an excuse to avoid facing the weaknesses in their coaching business.
EVERY coaching business has a weakness…
But having a weakness doesn’t mean your coaching business is “doomed.”
Even the most successful coaching business has a weakness.
Even the most successful coaching business has a weakness.“
Admit you have a weakness…
…and figure out what that weakness is.
If you don’t notice the weakness…
…then you can’t do anything about it.
Or even worse… that weakness can “sink” your coaching business.
Coaching business weaknesses are like a boat taking on water.
If you don’t notice your boat filling up with water…
…it just sinks (and becomes useless to you).
BUT, if you notice your boat taking on water…
…then you can decide what to do about it.
Deal with the weakness in SOME way.
How you decide to respond to your coaching business weakness…
…will determine how far your coaching business will take you.
How you decide to respond to your coaching business weakness…will determine how far your coaching business will take you.“
What can you do to deal with your coaching business weakness?
Here are a few ways to address your coaching business weakness…
…so it doesn’t sink like the Titanic.
First, maximize your strengths.
You don’t have to do anything about your weakness.
Facing your weakness doesn’t always mean ‘fixing it’.
You might just acknowledge the weakness while you double down on your strengths.
Put off doing anything about it for now…
…but continue to monitor that weakness…
…to make sure it doesn’t limit your business.
Can you arrive at your coaching business goal first and fix your weakness later?
If so, then pay the most attention to your strengths.
Making your strengths ‘strong enough’ could overcome your weak point.
Coaches seem to embrace this strategy the most…
…because it feels authentic to focus on something you’re already good at.
But here’s the problem…
This reliance on your strength can become OVER-reliance.
Some coaches gain false confidence from their strength.
They feel enamored with that strength…
…to the point of getting ‘drunk’ on the ego boost it provides.
I remember a coach who was on our team, showing up to a meeting…
…bragging about what a great coach he had become.
“I’m a better coach than Tony Robbins!”
He was so excited and ‘full of himself’…
…that I felt the need to bring him down to earth with this warning:
“That’s great, but be careful getting too caught up in your abilities.”
“Coaching gets you HIGH…”
“…and you’ll likely make dumb decisions when you’re HIGH.”
Unfortunately, that coach failed to heed the coaching.
He left the team shortly afterward…
…and his coaching business crumbled under the weight of his ego.
Bottom line… some coaches talk up their strength…
…thinking that they’ve ‘got it all handled’.
…and they never MAXIMIZE that strength.
Talking about your strength isn’t enough.
You’ve got to work on your strength…
…beyond what’s comfortable for you.
Many coaches never maximize their strengths.
They only develop their strengths to be “strong enough to get by”.
But if you work hard enough…
If you work long enough…
You could be one of the best in the world at your strength.
That alone could create your ideal coaching business.
But maxing out your strengths isn’t always enough.
The crew of the Titanic actually tried this strategy.
They continued to sail at maximum speed for a time AFTER hitting the iceberg.
Relying on their ‘strength’ of speed…
…was, in fact, counterproductive.
It only made the problem worse.
The speed caused them to take on more water than if they would have stopped dead in the water.
Their strength wasn’t strong ENOUGH to overcome their weakness.
They overestimated their strength…
…and sank before help could arrive.
If you’re considering ignoring a coaching business weakness…
…in order to maximize your strength…
…make sure that you’re able to make your strength strong ENOUGH.
If you’re considering ignoring a coaching business weakness…in order to maximize your strength…make sure that you’re able to make your strength strong ENOUGH.”
That way, your ‘boat’ (your coaching business) doesn’t SINK…
…BEFORE you reach the ‘shore’ (your goal).
If “doubling down” on your strengths doesn’t overcome your coaching business weakness…
Become “good enough” at your weakness…
…to the point that it’s no longer a weakness.
This does NOT mean “turn it into a strength”.
Turning your weakness into a strength may not even be possible.
Getting “good enough” means that your weakness no longer harms your coaching business.
It also allows you to distinguish what’s involved in addressing your weak area.
This removes the “mystery” behind your weakness.
You will no longer overestimate your weakness’ difficulty…
…resulting in getting intimidated and avoiding it.
Becoming “good enough” at a weakness is like putting a temporary ‘patch’ on the hole in your boat.
Temporarily patching the hole doesn’t mean it won’t take on water again later.
However, it DOES allow your boat to STOP taking on water RIGHT NOW.
That creates time for you to find a permanent solution.
Now that your “boat” is no longer taking on water (at least for now)…
How do you solve this weakness long term?
Now that you’re ‘good enough’ at this weakness, you have the power to…
…find someone else stronger than you to take over.
This means you hire someone to handle your ‘weakness’ FOR YOU…
That way you can focus on growing your coaching business…
…by doing what you do BEST.
And, because you’re ‘good enough’ at this job, whoever you hire can’t fool you if they aren’t the ‘real deal’…
…because you’ll understand what needs to be done and how to do it.
Mitigate your weakness by delegating it to someone else.
Do what you do best and pay others to do the rest.
Sounds like a ‘cure all’, doesn’t it?
Not so fast.
Delegation and outsourcing isn’t as easy as it sounds.
You’ll still have to attend to this weakness from time to time.
Just like you have to inspect your “boat” on a regular basis…
…even AFTER you repair it…
You must do the same thing with your coaching business weakness.
If you’ve delegated the weakness to someone else, you’ll still find it necessary to invest…
- TIME to find the right people
- MONEY to pay them
- Time to MANAGE their progress
…and finally, time to REPLACE them after they leave.
No one will work for your business forever.
It may take a decade, but, eventually, they’ll move on to other things.
When they leave, you’ll be thankful that you’re still ‘good enough’ at your coaching business weakness.
Because you’ll have the ability to take over…
…so your business doesn’t stop while you’re looking for a replacement.
This is HUGE.
It keeps YOU in control of your business…
…rather than your entire business success becoming dependent on someone else who doesn’t care about your business the way that you do.
It’s ok to have weaknesses.
‘Weakness’ doesn’t mean anything’s wrong with you or your coaching business.
The real reason why most coaches don’t deal with their weaknesses is FEAR.
The real reason why most coaches don’t deal with their weaknesses is FEAR.“
They HIDE their weakness with their strengths.
They HIDE their weakness with their preferences.
And that’s really because they are AFRAID to FACE THEIR WEAKNESS.
Don’t let fear stop you.
Let go of the fear.
Face your weakness.
So, What’s YOUR coaching business weakness?
What is your coaching business’s “hole in the boat?”
Is it not having enough paying clients?
If so, check out this video.
Is it not having strong enough coaching skills?
If so, check this training here…
Are you not sure what it is?
If so, take this next step here…
You can still be successful…
…weaknesses and all.
The MOST successful coaches don’t get discouraged that they aren’t perfect.
They just become a little better…
Kristoffer “Save The Titanic” Thompson