This is an honest conversation about courage, clarity, and building a coaching business one decision at a time.

Joanna is joined by The Business of Coaching client Valeria Kadelski to explore what it really feels like to pivot your niche, navigate the uncertainty that follows, and keep moving forward, even when you're not sure you've made the right decision.

This episode is for you if you’re a qualified coach who knows something needs to change in your business but keeps delaying the decision because you’re worried about getting it wrong. Val’s story will give you the confidence to take the next step.

Timestamps:

00:00 - Why Changing Your Niche Feels So Scary

02:00 - Finding The Right Direction

03:45 - Navigating The Pivot

06:55 - The Power Of Community

11:55 - Launching A First Group Programme

16:00 - What Coaching Really Gives You

22:20 - Final Advice For Coaches

Building a coaching business isn’t about making perfect decisions. It’s about making thoughtful ones, learning from them, and having the courage to keep going.

Check out Valeria's website

Connect with Valeria on LinkedIn

Useful Links

Learn about The Business of Coaching programme

Signature Solution Course

Download the Free Digital version of Coaches' Planner (NEW edition 2026)

Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches

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Download the 12 ways to get clients now

Connect with Jo on LinkedIn

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If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected]

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If you've ever found yourself thinking, "I know I want to change

2

my niche, but what if I get it wrong?

3

What if everything that I've

built so far disappears?"

4

Then today's conversation is for you.

5

I am joined by one of my brilliant

clients, Val, who joined the

6

business of coaching feeling

uncertain about narrowing her niche.

7

Since then, she has launched her first

group coaching program successfully,

8

I should add, and built a thriving

community across Europe and beyond.

9

What I love about this conversation is

it isn't a story of overnight success.

10

It's a story of making brave decisions,

trying things, getting support

11

when things felt uncomfortable, and

building a business one step at a time.

12

I hope when you listen, you will

notice the moments where Val

13

could have talked herself out of

taking action and the moments when

14

she chose to keep moving anyway.

15

Let's get started

16

Jo: Hi, Val.

17

Thank you so much for joining

me today on this call.

18

I'm so excited to share your journey

and reflecting your journey together.

19

So please do share a bit

about you and who you help.

20

Val: Yeah.

21

Thank you, Joanna, for having me.

22

Yes, so my name is, Valeria, but everybody

calls me Val, and, um, I am Italian,

23

but based in Copenhagen, Denmark.

24

I've been living here for 10 years now.

25

I help internationals and other expats to

stop overthinking their business idea and

26

launch it in the real world, which means

people that maybe have been thinking about

27

changing their career path and going from

a traditional work to having their own

28

business and how to handle that transition

and launch something that is effectively

29

making them money and, uh, having clients.

30

So that's, yeah, that's

basically my work in a gist.

31

Jo: Yeah.

32

Love it.

33

And I also love it because I know

that that wasn't where you started.

34

Yes.

35

So you joined me, I don't know, was

it seven or eight months ago now?

36

Mm-hmm.

37

And yeah, that wasn't particularly

what you were doing at that point.

38

So can you think back to when you

joined the program, what you were doing

39

then, and why you joined, I suppose?

40

Val: Yeah.

41

So I think I joined

42

And, back then my niche was similar to

what it is today because I've always

43

worked with international and expats,

but it was more focused on the overall

44

career transition, so that included both

transitioning to building a business and

45

self-employment, but also transitioning

to other work, like different industries,

46

for example, or different roles.

47

And when I joined your program,

The Business of Coaching, I was

48

in the stage where I knew that…

49

Because I'd already been working on my

business for a year or so since I got my

50

certification from the ICF, and I was at

a point where I tried different things.

51

I experimented.

52

A lot of stuff.

53

I already built a presence online,

but I felt like it wasn't necessarily

54

super specific, and I had this nudge

on wanting to work with entrepreneurs

55

specifically or, like, people

interested in entrepreneurship.

56

But somehow I felt like I wasn't entirely

sure if that was a good move, and I

57

needed some framework to, help me define

what that was gonna be, and also having

58

a supportive community of other people

navigating the same thing where I could

59

learn, from and get inspiration from.

60

So that's basically where

I was at that point.

61

Jo: Yeah, totally.

62

And I remember it well, and I

know it hasn't always been, like,

63

completely straightforward, because

changing niche when you've worked

64

super hard to build up your brand

already- Yeah can feel challenging.

65

So tell us about those moments, ' cause

I know loads of people feel nervous

66

about, changing niche, especially

when you've put some work in.

67

So tell us about those moments when you

were like, "Ah, is this the right thing?

68

Maybe I should go back."

69

Tell us how you worked through those.

70

Val: Yeah.

71

So I remember that our first, few calls

I was getting stuck so much on the

72

actual wording of the niche, which is…

73

Now it makes me laugh a little bit,

because of course this is also what

74

I help some of my clients with, so

it's also, a full circle so to speak.

75

But, I was so stuck on wording

because I think I was, feeling

76

a little bit uncertain.

77

I kinda needed external validation

to be able to say, "Okay, you are

78

allowed to choose a niche that you're

actually excited about, and you do

79

have the competency to do this."

80

And instead, I think before, because I

was trying to do it, by myself, I didn't

81

have any comparison to mirror back some of

my thoughts and some of my insecurities,

82

but also to give me yeah, concrete,

like to ask me concrete questions around

83

why I wanted to do this and what does

it mean, and how can I do a transition

84

that doesn't feel like so abrupt.

85

Because I think that, my challenge was,

okay, my audience now is built around

86

these sort of people, and those might be

the same people, but now of course the

87

result of that transformation is much

more specific into one single direction,

88

and that terrified me quite a bit.

89

Mm-hmm.

90

And so that's why I was kinda

hesitating on finding the words

91

to say it, and just circling back.

92

And I remember you saying at some

point, you just have to pick one

93

way of saying it, and it hasn't,

doesn't have to be perfect.

94

You just have to put it out

there and see what happens, and

95

then you can refine it later."

96

And I think then I shared it also on

Slack with other people and got some

97

feedback, and I thought, "You know what?

98

I'm just gonna do it."

99

And then I think that was quite liberating

for me to just say, "Okay, you know what?

100

I made a decision.

101

This is it.

102

This is what I'm doing."

103

And then it came a period of

time where actually I perceived

104

a dip in, you know, my LinkedIn

reach and how people responded,

105

and that made me panic slightly.

106

I'm not gonna lie.

107

Because of course my audience

needed to adjust to the new,

108

version of what I was doing.

109

But I remember that also was, it was

really nice to be in the community

110

back then because- I got reassurance

once again that, hey, this is normal,

111

it's expected, it's gonna pass.

112

It's gonna take a while because, of

course, when you change niches, you

113

said there is a period of adjustment.

114

But things then started picking up

again, and then, I also started a

115

community around entrepreneurship here

in Copenhagen, and now we're expanding

116

to other cities and, it started again.

117

But yeah, back then it was,

all very scary and uncertain,

118

Jo: yeah, it was.

119

And it's so good to hear how much

you've really established yourself,

120

especially within your local

community, 'cause I know you were

121

always, out doing events and things.

122

So yeah, it's just a joy to see you

be brave enough to take that decision,

123

which I know felt super scary,

and probably still does at times.

124

So what did you find most

helpful from the program?

125

Val: So as I said, I think that initial

place of being able to make decisions

126

for myself and my business and the

direction, but it being supported

127

by, your knowledge first of all, but

also the experience of other people.

128

So I think the whole community

aspect was, very good for me.

129

As, as you also just mentioned, I'm always

looking to be around people, so I need

130

that sort of, environment to be able to

grow and take inspiration, so I try now to

131

also build it for myself and my clients.

132

And also I think that I really

like that the program spans across

133

different areas of your business.

134

So not just niching, but also marketing

and how to structure your offer, sales.

135

Like we, we touch upon different

areas, and also mindset.

136

So I think, like I learned a lot for

myself, and I also learned a lot by seeing

137

also what other people struggle with.

138

I got a better understanding

of my own clients, right?

139

Because they might be somewhat the same.

140

And so for me, that was extremely helpful.

141

And for example, like I am pretty sure

that if it wasn't for me being part of

142

this program, I wouldn't have dared to

launch a first group coaching program.

143

Because that was something that

I wanted to do, but I wasn't

144

quite sure how it worked.

145

So just by being inside one,

it was super helpful for me to

146

understand the dynamics and then

getting the courage to do it myself.

147

So that was, super helpful for me.

148

Jo: Yeah.

149

I think exactly the same.

150

Every program I've been in, I've learnt

more from just seeing how it's run, seeing

151

how the coach runs it than all of the

modules and everything else, added up.

152

So I completely hear you,

and it's so exciting that you

153

launched your first group.

154

So tell us more about What's

different now versus when you joined?

155

Val: Actually, 'cause, I think my niche

was somewhat defined, but the fact that

156

now it's a niche that it's defined and

it's also, I feel like it's exciting

157

for me, that it's mine, and it's not

borrowed by what is out there, but it's

158

something that I can feel it's very

much aligned to the people I want to

159

work with and the kind of work that I

want to do, and also it's more aligned

160

to my own, skills and expertise, with

my previous work in sales and so on.

161

So I think it's just that overall,

clarity on the alignment of my work.

162

So that's the first thing.

163

And then the other thing I would say

is that I learned a lot of different

164

ways that I can offer my work.

165

And it's not necessarily that I'm gonna

use all of them, but I think, again, I

166

had the chance to experience the group

coaching aspect that, and get, insights

167

on how that works and also feedback from

it, and also launch my lead magnets.

168

And actually, I got very much inspired

by your podcast back when I, started,

169

'cause that's one of the reasons why

I actually wanted to work with you.

170

And now I am also just launching my

podcast again because I thought it's

171

something that I really love to do,

to talk, and I thought, "Oh, this

172

is, uh, yet another thing that got me

inspiration from being in this space."

173

Oh, and yeah, of course, my case

studies, because that was one

174

of the things that also I really

appreciated by, checking your website.

175

I saw all of these case studies with

videos and people, and back then I

176

didn't really have any video format.

177

I just had written testimonials.

178

And I thought, "My God, this is so much

better," because of course it comes from

179

the people saying what they got, right?

180

Just exactly as I'm doing now.

181

And I thought, "Okay, I need

to find out how to do this."

182

And now I have, I think, like,

four or five on my own website.

183

And, yeah, that feels great.

184

So

185

Jo: yeah.

186

Yeah, it does.

187

And I was so happy for you, 'cause

I remember even on the first day

188

you joined saying, "How do you get

people to say these nice things?

189

No one's ever gonna say

these nice things for me."

190

And within about a month, I think you

had, like, the best video testimony

191

that I was jealous, going- Yeah

192

"How did you get her to

say such amazing things?"

193

Val: Yeah.

194

I'm very lucky.

195

I have very, very, incredible

clients, to be honest.

196

But yeah, it was great to see the example.

197

And then of course, I also thought,

"Well, that's such a-" It's such a mindset

198

change that you need to make, right?

199

Because of course, I'm very

happy now to talk to you about my

200

own experience with you, right?

201

But it's something that somehow

it didn't cross my mind.

202

So unless…

203

I think until you see other people doing

it successfully with, you might not think

204

it's possible for you, and then you see

that, and then you realize, well, of

205

course I can do the same and I can try.

206

And so for me it's always that surrounding

myself with people that are a bit ahead

207

and just getting inspiration from it.

208

And of course, being part of

this was a huge one for me.

209

Jo: Oh, love it.

210

And tell us about clients then.

211

You launched your group.

212

Tell us more about that and anything

else that's relevant to that.

213

Val: Yeah.

214

So I launched the group back in, December,

so we start in January and actually we

215

just wrapped up, the three months together

at the end of April and it was amazing.

216

We had like five people from all

different countries, seriously,

217

from, people in Europe and also I

had someone from Honduras joining,

218

which was insane, because I hadn't

thought about, spanning, so wide.

219

And I was so excited because one of them

built a completely new app from scratch.

220

One of them launched their business

consulting operation and they got

221

their first clients right after we

wrapped up and they were so excited

222

and now they're actually one of

my newest case studies as well.

223

And someone else also is launching

their sustainability consultancy.

224

So it's really amazing of what

these people could do in such a

225

short time and how much courage

they took to actually do it.

226

And now I am working individually

with some other clients as well.

227

And just started on a few ones now.

228

I'll probably launch another group

when the fall comes now I learned

229

a lot from the first group and

I got amazing feedback, so I'm

230

really excited to do this again.

231

And, yeah.

232

And then I continue my events

and workshops and podcast

233

and, yeah, so many things.

234

So yeah, very exciting.

235

Jo: Oh, it's such a joy, and that's

amazing within three months, especially

236

if your people weren't always at

the stage of, like, leaving their

237

jobs, and there was all different-

Yeah … things, like you hadn't been

238

really specific, but they were wanting

to build a certain type of business.

239

Like, that is amazing.

240

Would you do anything differently

next time with regards to your group?

241

Val: That is a very good question.

242

I mean, surely, like, a few things.

243

I think that back then I was probably

more focused on people that were still

244

thinking about this a lot in terms of they

weren't in- exactly sure they wanted to

245

start their own business, and now I think

I actually want to work more with people

246

that are ready because I figured that my

coaching style is very action-orientated,

247

so I'm really someone that puts you

in a place where we're doing things.

248

Like, we are doing them.

249

We're not just thinking

about them, we're doing them.

250

And I think, of course, people respond

differently to this and, I think most

251

of them actually responded amazing to

it, but I think that I can be even more

252

specific in terms of, hey, you're ready.

253

This is what we're doing, and in

three months we're going from you

254

have this business idea that is just

in your head, but you want to do it,

255

and this is how we're gonna do it

together, and going through all of those

256

also mindset, blocks and challenges

that I myself have experienced,

257

so of course I know very well.

258

Yeah, so to bring it to reality, so

the way I speak about my business is

259

from overthinking to so- launching

something real because that's

260

exactly the type of transformation

that, we do with my clients.

261

So I think that's gonna be even more clear

in the way that I talk about my offer.

262

Jo: Yeah.

263

Love that.

264

I think it's, great to reflect

back and really choose your ideal

265

client, and I think we had a call…

266

Were you there when we did

the Clear Yes workshop?

267

Yes.

268

And we talked about when the person

is at that right stage- Mm-hmm … if

269

we're thinking about the timeline of it.

270

Yeah.

271

And I remember you saying that then,

so it'd be good for you to remember

272

that when you next launch too.

273

Val: Oh, absolutely, yeah.

274

, I agree.

275

And I think that was, very helpful and I

think really understanding those moments

276

of where someone is thinking about

doing something, but they're just like,

277

they're on the edge and they haven't

taken the action yet, but, like, that

278

tension in between, that's exactly- Mm

279

the place that we need to address,

and I think, yeah, you explained

280

it well with some examples there.

281

And I'm now replicating that in

my own messaging as well, and I

282

see that working very well with

my own clients as well, so yeah.

283

Jo: Yay.

284

Love it.

285

How would you describe your

experience of working together?

286

Val: I think you're someone

that is very grounded and calm.

287

Like, you have such a calming

presence, even the way you speak.

288

I think it just, it does something to me.

289

I'm a bit the opposite . I'm

a little bit all over.

290

So I think for me it was

really nice to have someone

291

that was so grounded and calm.

292

And, I also like that you're honest

in the way that you say things.

293

Like, you don't pretend to

know everything as well.

294

I mean, of course you're very experienced

and advanced, and your knowledge is

295

clear, and I think it's really valuable.

296

But I like the fact that,

you're not pretending at all.

297

You're just, yourself.

298

And I think that's also why, I chose

to work with you specifically because

299

there's a lot of other people out there

that are just putting up a sort of, mask

300

'cause they need to be, performative, and

I don't particularly resonate with that.

301

So yeah.

302

And then in your coaching style,

you've been always very helpful,

303

even in the group context of course,

but also, I, sometimes I had some

304

moments where I needed more, like,

individual, assistance, and you've

305

always been very, responsive and ready

to help, so I really appreciated that.

306

Yeah.

307

Jo: Oh, thank you so, so much.

308

So nice to hear.

309

I'm glad I asked it . So biggest

takeaway from the program.

310

Val: So I think the biggest takeaway is…

311

it's all about the practice what you

preach concept, and I really believe

312

in it, now especially that I've done

this, is that if you're a coach and you

313

expect to coach people on something,

there is no way that you can do

314

that without being coached yourself.

315

Because it's also a matter of the

moment you invest in something

316

that is helping you with, growing

your business, but also growing

317

yourself as a person, it's something

that will always get back to you.

318

And I was sort of, hesitant a little

bit myself because back then I was in

319

a place of, oh, I've just earned some

money, but I'm not super confident in

320

that yet, so f- making this investment

feels a bit risky in my head.

321

And I wasn't entirely sure

about, okay, what is gonna be

322

the return on investment on this?

323

But to be honest, it's something that

is unquantifiable in terms of, yes, you

324

can look at how many clients you got

and how much knowledge you got, but it's

325

so much more about who you become and,

the confidence that you get, by having

326

someone to support you and looking

at other people and their example.

327

And, I think that- You shouldn't wait,

too long to do this, and I'm glad

328

that I did it when I did because I'm

sure that if I didn't, this wouldn't

329

be the place where I was today.

330

And I think that everybody should

think about in terms of, the return

331

investment will always be longer than

the actual time that you are in- Yes

332

a program or something.

333

So for me, again, the big takeaway is just

to be in the room was worth it per se.

334

So yeah.

335

Jo: Oh, I absolutely love that,

especially, who you become in the process,

336

'cause it's so difficult to convey-

337

Val: Yeah

338

… Jo: that it will be worth it, and

especially when people are like,

339

"Well, how much money will I make?

340

How quickly will it be?"

341

Exactly.

342

And- Yeah … you don't know

because I don't know what decisions

343

you're gonna make in all of

the moments that we talk about.

344

Okay, so which niche do you wanna choose

or what do you want to sell, or what

345

marketing channel do you want to do?

346

So it's always really tricky- to describe.

347

So you covered it perfectly there in

that, you will become a different person

348

and the lifelong span of investing in

yourself- is way more than the six months.

349

Val: Exactly, and I think it's also

like what you say is it's very much

350

on you in terms of what you put in

the program or, like, in general in

351

any type of, investment in yourself.

352

Of course, the return is gonna be directly

proportional to what you put in it.

353

And for me, the moment I invested

the money, I was like, "Okay,

354

this has to be worth it," It

was never, externally oriented.

355

It was like, "You put the

money, so you better work it.

356

You better do the work to get it back."

357

And I am honestly pretty happy

about, all the things that I tried

358

because, I was like "Okay, Joanna

said that she did it this way.

359

You know what?

360

I'm just gonna try it and see what, how it

works for me and then have a conversation

361

about it," and I think that was great.

362

So again, I think everyone should

do this type of investment and find

363

the person that they connect with

on a personal level in terms of what

364

they want to see in themselves also

moving forward in their business.

365

Jo: Yeah.

366

Love it.

367

Thank you so, so much.

368

What's next for you, Val?

369

'Cause I know you're,

super busy, so much on.

370

Tell us what's your next plans.

371

Val: Yeah.

372

Oh, so it's, uh…

373

This is a difficult question 'cause

I need to keep it short, but…

374

So the first thing that I'm excited

about is, again, launching my podcast,

375

Business Sparks With Val because

it's something that I did at the

376

very beginning when I didn't know

what I actually wanted to talk about.

377

And so now, this time, I feel like

it's much more intentional and much

378

more targeted, again, to the kind

of people that I want to work with,

379

and those experts in international

navigating, work, abroad, and also

380

wanting to do their own thing.

381

So I'm excited about that.

382

And of course, I'm excited to

continue working with clients,

383

all over Europe and beyond.

384

I really love to work with

people from different places.

385

And, to continue my community for

entrepreneurs, as I said, in Copenhagen,

386

and now we are soon gonna expand to

Amsterdam, so that's also exciting.

387

And, yeah, and just in general, to keep

growing and learning, and see what this

388

journey's all about, and just share my

own experiences and learnings with others

389

because I think that's, yeah, that's the

main point of why I'm doing this, so.

390

Jo: Yeah.

391

Val: Yeah.

392

Jo: And where's the best place for

people to find you if there are expats

393

listening, that want to connect?

394

Val: Yeah.

395

So I'm very active on LinkedIn, and I'm

always happy to chat there, so you can

396

find me at Valeria Kadelski on LinkedIn.

397

And then otherwise, my website,

sparkcoachingwithval.com.

398

There I have a bunch of information

and also resources both, free and

399

the links to, to my other pages.

400

So I think that's the best place to go.

401

Jo: Oh, love it.

402

And if there's a coach listening and

wanting to be where you are now, what

403

would be your parting words for them?

404

Val: Yeah, so I would say just

think of this as your business

405

and not just you being a coach.

406

It's a business, so you need to

make business type of investments.

407

So that means that you need to put

in your business, the resources

408

that you want to then see coming

out of and returning back to you.

409

And I think that if I am where I am today,

it's because throughout I've always looked

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into what other people are doing, taking

inspiration, taking what I can and just

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making it mine, and then, building my own

version of things with my own perspective.

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So yeah, I would say Don't wait too much,

don't s- overthink these things too much,

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and just try and do it and get support.

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Yeah.

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Jo: Oh, thank you so, so much, Val.

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You are one of my…

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Well, am I allowed to say

you're my favorite client?

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Probably not.

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I have to

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Val: Well, my, I'll take it.

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Yeah.

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It's recorded.

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You said it.

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It's recorded.

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I'm taking it.

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So yes.

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Jo: But you're super proactive.

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You asked for help, but

you're also reflective.

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You didn't go, "Well, you told

me this and it didn't work."

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You tried things, like you said,

experimented, figured out what shifts

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you would want to make it work for

you, and, you were - self-responsible.

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Is that even a word?

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But, you were just amazing.

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Making it easy for me to work with

you over the last eight months or so.

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So, thank you again.

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Val: Thank you, Joanna, for having me

and for all of your help, of course.

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Speaker 2: I hope Val's story reminded you

that building a coaching business isn't

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about getting every decision perfect.

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It is about making decisions

regardless, testing them in the

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real world, and having the right

people around you while you do it.

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If you have been listening to these

episodes thinking, "I know it's

442

time I stopped trying to build my

business and actually built it,"

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I would love to invite you to join

us inside The Business of Coaching.

444

This is actually an amazing time of

the year to join because you can join

445

immediately, start working through all of

the training, join our amazing community,

446

come along to our live coaching calls

right up until Tuesday the 21st of July.

447

Then we pause because our live

calls are UK term time only, so we

448

have six weeks off over the summer.

449

So your official six-month support period

won't begin until the 8th of September.

450

So you essentially get a couple of months

inside the program for free, and you get

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to make that head start before September

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If you would like to build

your business with honesty, not

453

hype, I would love to meet you.

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You will find all of the details to

the Business of Coaching in the show

455

notes, along with an application

form you can complete, and I

456

will personally get back to you.

457

I would love to hear about you and

your business and support you to take

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it wherever you'd like it to go next.

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I will see you next week.

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Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

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episode of Women in the Coaching Arena.

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I have a mess of free resources on

my website joannalottcoaching.com.

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That's Joanna with an A

and Lott with two T's.

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joannalottcoaching.com.

465

And I'll also put links in the show notes.

466

Let me know if you found

this episode useful.

467

Share it with a friend and

leave me a review, and I will

468

personally thank you for that.

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Remember to trust yourself, believe

in yourself and be the wise Gardner

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who keeps on watering the seed.

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Get into the arena dare, greatly and try.