A fully booked coaching business doesn’t come from doing more. It comes from choosing more deliberately. Joanna Lott is joined by coach Jenny Weidner for an honest, reflective conversation about a year inside The Business of Coaching, exploring how Jenny moved from uncertainty and isolation to a fully booked, values-led coaching business built on clarity, courage, and intention.

Key Timestamps

[00:00] From education to coaching

[02:10] The hotel room moment

[05:40] Stepping out from behind the laptop

[08:30] Selling in a way that fits

[11:45] From accidental to intentional

[14:50] What’s changed and what’s next

[17:10] The biggest takeaway

This episode shows what becomes possible when you stop forcing a business model and start building one that genuinely fits who you are.

Decide on one door you’re ready to walk through properly and commit to it for the next season of your business.

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

How to secure more coaching clients' free training

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: joanna@joannalottcoaching.com

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Today I'm really excited to share a case

study conversation with Jenny Weidner.

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Jenny is a previous deputy head teacher

and she now has a coaching business which

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helps those usually within education to

end the cycle of accidental leadership.

4

She is a leadership strategist, executive

coach, keynote speaker and author.

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And she openly shares here so many

lessons that she'd learned along the way

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from leaving her job in education with

burnout to starting and successfully

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building her coaching business, now

to the point of having so many clients

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that she has another problem as to

which ones to choose to work with.

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So I hope you love today's episode.

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There are so many golden nuggets

and pieces of inspiration that we

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can all use in our business today.

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Hi, Jenny.

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I'm so excited to have this conversation.

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Thank you for agreeing to reflect on

your journey in the business of coaching

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with me Do share a bit about you.

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Hi, Jo.

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It's lovely to see you again.

18

Yeah, so my background is, I've

been in education for most of my

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life, but left to start a coaching

business, just over three years ago.

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And came into your world

when I realized that coaching

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qualifications were not enough to

start and run a coaching business.

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So needed some support.

23

Can you remember back to what was

going on at the time and the impact

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that it may have been having?

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Yeah, so when I actually

remember the first time we met,

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I was sitting, in a hotel room.

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It was the first sort of big paid job

I'd, managed to get in my business.

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And I had all these pieces of paper

around me for our initial call.

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And I'd said to you that I'd.

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I created, lots of doors.

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So I'd opened lots of doors

for my business in terms of

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conversations, pathways I could

take, but had no clear direction.

33

So the impact was that.

34

I was kind of edging inside some of the

doors a little bit more by having further

35

conversations, but not really committing

to, I guess I wasn't really committing

36

to stepping out from behind my laptop.

37

I was in that kind of comfort zone of

creation, creating more shiny things that

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I thought might be really interesting

for the people that I could work with.

39

But I wasn't really putting

my business out there.

40

And I guess that felt at the time.

41

I a little bit overwhelming,

but also it was quite lonely.

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I'd never worked alone.

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I'd always worked in big

teams within education.

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And it was the first time I'd been in

something alone and I had great support

45

around me, friends, family, but no

one was living my business with me.

46

And I guess there was that stuckness

of, I dunno where to go next.

47

You describe it so well, and I cannot

wait for the next section because

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now it's amazing how outgoing you

are and how out there you are.

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I had no idea that you were ever hiding

behind your laptop or shiny ideas before

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working together, so I'm really, really

excited to hear what created that shift.

51

I think at the heart of everything was

the impact from working with yourself

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on the courage that I had to step out?

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I think, always been really fortunate.

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Like my career had been on an upward

trajectory for a very long time.

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I was very comfortable and confident

in the career I had and the

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leadership positions that I had lived.

57

And then I had to exit due to burnout.

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I'd taken myself down a really bad path.

59

And my career kind of

suddenly came to a halt.

60

And I was in that process of trying to

kind of reinvent myself, I guess, in terms

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of identity, because my identity had been

very wrapped up in the work that I did.

62

And for the first time in my

life, I had to sell myself in

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instead of the school, you know?

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And I was deputy head in a school

I was great at talking about

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the strengths of the school and

the team that I worked with.

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I co-owned a private day nursery.

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I could sell that to anybody because

I truly believed in the value and

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worth of what my team provided

for those children and families.

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So I guess for the first time I

was having to sell myself, it felt

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like selling myself as a person and

selling doesn't come naturally either.

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So I think

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the biggest thing for me was having

yourself and the team that you work with,

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like in this lovely kind of position

of being in the business with me.

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Like that cheerleader, support coach, most

importantly because, you know, obviously

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it's what I've, I'm passionate about.

76

It's not someone just giving you answers

and strategies, although that's needed.

77

It's that real deep thinking and

challenge, which I very much needed.

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And I think, what came from

that was me working out slowly.

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Where my work was gonna be most

valuable, but also that sales,

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you had some wonderful modules in

your program that I followed, but

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sales didn't have to be one thing.

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I saw lots of programs out there

where it's like, you know, create

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your email list or create a funnel

and that stuff, it just isn't really

84

how I want to run my business.

85

So I think you gave me the courage

by working with you and your

86

team to step outside behind my

laptop, with my business, but in

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a way that aligned to who I am.

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So the way I would do that was build

connections by having conversations

89

and reaching out to individuals, and

talk about my work in a non-salesy way,

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So first of all, it was having

the courage to step out.

91

I think the other thing was it

was having a community of people

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in the same sort of space.

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Like it reminds you it is okay

to have the fears or the thoughts

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whatever I was experiencing at the

time in starting a new business.

95

And, I guess the skills that I needed

for how to build something effectively,

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from scratch because I'd owned a business

before, but never built one from nothing.

97

So yeah, I think, if there was one thing,

it was having someone with me to nudge

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me, closer to the edge of my comfort

zone and, there was a lot of resistance.

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I remember, about going to

test your ideas with people.

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I remember thinking that is

something I really don't want to

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do, but that gentle support and

challenge, made me take the leap.

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And I guess that's really where I've never

looked back in terms of I now understand

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how I find clients and how I build that.

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And, and the other part of work that

I've had to do myself personally as

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well as through, business of coaching

is leaning into my story, that was the

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story I didn't really want to tell, and

actually how that can now bring me closer

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to knowing that one real door that I

probably should just be walking through.

108

So it's, again, it's probably reducing the

resistance, to something I didn't really,

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I sort of felt wasn't really right for me.

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And actually over time I realized it was

because I wasn't ready to tell that story.

111

Gosh, amazing.

112

So much in there, Jenny, and I love

that you felt able to find your own way.

113

And like you say, especially if you

are selling to organizations great at

114

connecting with people, don't worry

about the nurture sequence email thing.

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That's not really gonna be

how you get your clients.

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So I love that you felt free

enough to be able to take what

117

you needed from the program and to

be able to support you with that.

118

You were amazing at asking for help,

taking on feedback, actioning it

119

really quickly as well, and being

so self-aware and thinking about

120

any questions that were put to you

and working your way through them.

121

So, is that absolute joy.

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Yeah.

123

I think the fact that it was so personal,

I think that was the other thing for

124

me that made the real difference.

125

It wasn't about a generic, like,

this is what you can do if this

126

is what you're stuck with, or, oh,

we're all gonna talk through this.

127

And I guess the most important thing was

you made me feel that I could share that.

128

What you made me realize is engaging

in that process with you and your

129

team, would just reap so many rewards.

130

I think it was to work through and

think what's making me avoid that or

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where's the resistance coming from

and what can I do to move forwards.

132

Yeah.

133

Love it.

134

So tell us what's

different in your life now?

135

How have things changed?

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So hugely, hugely different.

137

You know, if I think back to

maybe sitting in that hotel

138

room to where I'm sitting now.

139

I guess first of all, which is

the most important thing for my

140

business, is I'm really clear on

the message that I am sharing with

141

people in terms of who I am, what I

do, but most importantly why I do it.

142

Whether you call it a niche or direction,

whatever, you know, still a little bit,

143

still a little bit of resistance there.

144

But I know exactly why I do this work

and it's all steeped in my story.

145

I guess I sit here now with my business

being connected to my heart rather

146

than it being this vehicle for kind

of creation or nervousness, I guess

147

maybe right back at the beginning.

148

So I mean, The tangible differences

are I now have a huge amount of

149

work to the point where actually,

you know, I am, super busy.

150

But it's work that means something

to me, which is really important.

151

It has that connection to my values,

but it's also really challenging.

152

Like I am really ambitious and I

think, I've managed to find my way

153

into places where actually I can meet

that need for challenge and learning

154

and progress, but also doing work

that that means something to me.

155

I guess where I am now is

looking at how do I continue?

156

I feel like I'm now in the phase

of continuing to build a business.

157

I feel like I have now actually built a

business, which back in the hotel room

158

there is no way I could have said that.

159

I am committed and ambitious, so I

would've moved forwards, but not at

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the pace I hadn't expected maybe the

pace at which I've moved forward.

161

Like what I'd projected for this year,

I've achieved it, in a much quicker

162

time scale, and I think that is because

of the support and challenge that

163

I've kind of worked through with you.

164

And I guess, yes, as I say, I am now

at the point where I'm like, how do

165

I now build a business that really

fits my life and what I really want,

166

rather than that scared feeling of

I have to try and build a business.

167

Like I feel like I'm now in that more

privileged position of, okay, I've

168

established a core part of a business

now, but now it's, it's me feeling

169

like I'm in a position where I can

say, right, what would I choose to do?

170

Or what do I need to do next,

rather than, how do I find any work?

171

So the, the gap between those two

places is really quite huge for me.

172

And as I say, I hadn't maybe anticipated

that I would be in the position that I

173

am now back, back in those early days.

174

Yeah, totally.

175

I remember you getting to that

position and thinking, yeah, how

176

can I make this work for my life?

177

What work do I choose to say

yes to versus now say no to.

178

So it's funny, isn't it, that I

heard once, that every problem that

179

we solve creates another problem.

180

So now you have so many clients who're

like, no, what am I gonna do with most,

181

like, so it's, it's a good problem

to have though now, being able to

182

choose what work you wanna say yes to.

183

And I guess I like my, all my work

is around how do you move from

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accidental to intentional leadership?

185

And I guess that's the other, that's

really probably the crux of what I'm

186

talking about today is you have helped me

shift from an accidental way I was leading

187

my business to now being more intentional.

188

And I'm sure there will still be times

if I, that I won't have enough work

189

or that, you know, I go back into

those panic phases, but I think it's

190

growing into being more intentional

around my business is a huge shift

191

from just kind of almost grabbing onto

everything because you feel you need to.

192

So it's quite nice symmetry in

terms of the work that I actually

193

go out and do and maybe how I've

grown within my own business because

194

of being part of the program.

195

Yeah, totally love that symmetry.

196

It's, perfect.

197

So this is always a hard one for

people, but I'll ask it anyway.

198

Biggest takeaway from the program.

199

Do you know, I think probably my

biggest takeaway is like, be bold and

200

brave enough to do what works for you

and what you know is right for you.

201

There is a lot of noise especially on

social media and I mean, I've attended

202

a million webinars, trying to find the

right way to do something, or it's very

203

easy to get distracted and think about

what everyone's telling you you should do.

204

I think maybe the biggest takeaway

from me from your program, because it

205

was about me and my business, not a

generic, this is what you do to build a

206

business is that actually I can create

a business in a way that works for me

207

without, you know, there are obviously

still very scary things, as in like

208

stepping outta your comfort zone or living

out of your comfort zone permanently.

209

But I can build that in a way

that really aligns to what I

210

feel is right and important.

211

I don't have to listen to the shoulds.

212

And I think without the program, I

could have got very lost in trying to

213

replicate what other people said I should

be doing to build a business that is,

214

effective for you, for you in your life.

215

So I guess that's my biggest takeaway.

216

Oh, love it.

217

That's so good.

218

Because I hear the term niche

police and I always go, oh

219

God, no, I'm the niche police.

220

That's awful.

221

So I'm so glad that even though there

are certain steps that generally all

222

businesses need to do, IE know who you're

selling to, know what you're selling

223

and tell people about it, that you felt

able to find your way of doing it and

224

take what you needed from all of the

things that we share in the program.

225

Absolutely, and look, you know,

I absolutely had to work through

226

lots of those steps that were,

maybe not what I would've done.

227

And I think that's the thing.

228

It's not necessarily how I would, you

know, if I hadn't joined the program,

229

how I would've gone through those

steps would've been very different

230

and definitely not as effective.

231

There were key steps for me and

the modules that I did within the

232

program that helped to develop skills

that I didn't have, which is why I

233

joined, because I had qualifications,

that I was absolutely credible as

234

a coach and in my leadership past.

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What I didn't have was the skills to build

parts and a foundation of the business.

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But I think the key is, as

you said, exactly, that.

237

The foundations are there, but the way

I would apply them in the wider world

238

was down to the way that I want to

do things and it feels as comfortable

239

as possible, rather than, you know,

there's other programs that I look

240

to sign up to where it's very rigid

and they promise you certain results.

241

But if the process is not for me, what

I really want could feel like I could do

242

or wanted to do or had the capability at

that time, I would've just sat back and

243

avoided and actually not got the results.

244

So I think it's the flexibility and

the personalized approach that enabled

245

me to probably engage with things that

maybe otherwise I wouldn't have done.

246

Yeah.

247

Love to hear.

248

And so what's next for you?

249

Hmm.

250

I guess what's next for me is, probably

going back to that intentionality in

251

terms of, thinking really carefully

what do I really want my business

252

to be now that it is established?

253

And how do I grow that in

a way that still suits?

254

It's the kind of, the conflict I have

in my life is like wild ambition with

255

the need to have healthy family life.

256

So it's how I balance the two effectively.

257

But I think there's also part of me

that's learned what comes next will come

258

as long as you commit and keep taking

those steps forward or keep making

259

connections, keep having conversations.

260

So I think, what comes to me next

is maybe also trying to take some

261

pressure off and allow some of

this organically now to grow.

262

And then probably reach out for further

support when I'm at the point where

263

I think I need to take the next step.

264

Like what I've learned and you, you know,

you said I was willing to ask for help.

265

I think that's the other thing

I've learned, which may be earlier

266

in my career I hadn't nailed.

267

There are times where actually asking for

support and getting help enables you to

268

move so much quicker to where you want

to go, which suits my hurry up driver.

269

Rather than trying to solve it

all yourself and think, well, I

270

should be able to do this alone.

271

So there will be a time where I think,

okay, yes, I'm now ready to reengage with

272

a program and look at what's, you know,

what's that next bit of growth about

273

and how do I do that in the best way?

274

Yeah, love it.

275

And I love the Balance

of Wild Ambition family.

276

I've never heard it phrased like that, and

I think you've nailed it for me as well.

277

For some reason I'm obsessed by growing

my business and I love every minute of it.

278

And then also I need to do the

school run in a couple of hours.

279

So just tone it down a little bit.

280

Would you recommend the program?

281

And if so, who to?

282

I would wholeheartedly

recommend the program.

283

I would recommend it.

284

I mean, to anyone who a has, a passion

and maybe done those qualifications

285

in coaching and is sitting in a space

thinking, you know, I'm on my own and I'm

286

not sure where to turn or what to do next.

287

So definitely for someone like me

who had, a fledgling business but

288

wasn't sure quite where to take it.

289

But I'd also recommend it to somebody

that has already gone a fair way down

290

the track, but maybe is a bit stuck

or needs a community around them that

291

helps challenge, support and maybe kind

of tweak or get a new perspective on

292

what you think you are doing well or

where your development, needs to be.

293

Actually, I think sometimes coming

together with other people that

294

are in similar positions helps

to open your eyes to what else is

295

out there and the possibilities.

296

But I would absolutely say, just even

from that very first phone call in

297

that, hotel room, like I knew that

the impact was a needed, but, but was

298

something that probably I wouldn't

have been able to do on my own.

299

So if anyone is wondering whether they

should just reach out, I would say it.

300

It's the best thing I've

done for my business.

301

Amazing.

302

Jenny.

303

Gosh, thank you so, so much.

304

I'm, overjoyed and I was saying

to my clients this week, you

305

know, I have an application form

for my program and I was saying.

306

That what I've been doing is looking at

what people typed in that application

307

form from top performing clients versus

maybe people that didn't proceed and join

308

the program and what the difference is.

309

And what I noticed that it was is that

person is ready to make one decision

310

to go for it in their business and

be supported after making that one

311

decision that this will work for

me and I will build a business.

312

And that, you know, you are the,

absolute, embodiment of that.

313

And I think you're right, it

is one decision at a time.

314

I think the first thing, and I

would say to anyone just reach

315

out and get to know you and what

you stand for and what you do.

316

Like that first little step can

lead to so many other little steps,

317

which is what happened to me.

318

And actually then you get out the other

side and think, you know, it is something

319

that I miss having now that I've kind of

come through the business of coaching.

320

But yeah, what have you got to lose by

just taking that step to find out more?

321

Love it.

322

Thank you so, so much, Jenny.

323

It was a pleasure to work with you

and thank you for sharing your story.

324

Oh, thanks so much, Jo.

325

It was, yeah, it's been a

wonderful experience and I really

326

appreciate your time today.

327

I hope you loved hearing Jenny's lessons.

328

I'm so grateful that she

shared so openly as to what her

329

highlights were from the program.

330

It helps me to celebrate how many

different types of people can enjoy

331

success in the program from people who

are just starting out and want that

332

step-by-step journey to people who

are further down the line and actually

333

just want to really figure out what

way do they wanna go in their business.

334

And then fully be supported

to step and go all in.

335

So if that is you and you want to

make one decision and be supported

336

the rest of the way then you will

find the link to the Business of

337

Coaching Program in the show notes.

338

There is a form at the bottom of

that page if you want to share a

339

bit about you and your business.

340

And that will give me the opportunity to

get back to you personally and let you

341

know if I think the program suits your

needs and how I best can support you.