Chapter 38

About the author

Because you’re here it means you realise that opportunity is waiting for you on the exit ramp from your comfort zone and that you know you will find what you seek on a road less travelled.

That road may appear steeper but you will encounter fewer people on the way. As a coach, consultant or expert service provider, choosing to grow your  business at any age, means saying YES to the most intense ride at the amusement park.

Lots of challenging times and not a few wrong turns.

Lots of long days and longer weekends.

Lots of twists and turns. 

Yet the intense feeling of achievement and feeling of bliss when it works out are worth it. The keys to success lie in having the right mindset combined with a powerful strategy.

This gives you structure.

Then it’s all down to implementing systems within systems within systems.

The results then start to flow. 

You move out of hustle mode and attract high quality customers who are ready, willing and able to do business with you. 

When you’re in hustle mode, you are thinking short term.

When you are executing on a proven strategy you are thinking longer term based on predictable results.

Probabilities not possibilities.

In hustle mode, your client is your boss.

You have a J.O.B.

In strategic mode, you set boundaries and choose your clients.

Not everyone who applies gets accepted.

How you move from one state to the other is where I come in.


Working with a mentor who holds you to account and pushes you to do your best work is the fastest most effective way to reach your goals.

I worked in Olympic sailing for 20 years managing events. Every athlete at every major championship had a team in support. A technical coach, physio, someone to help them get and then stay in the zone and a dietician too.

Taking a leaf out of their book would be a smart thing to do.

Competitors came from all over the world to race.

That means they had friends, family, sponsors and their national sporting federations at home all eager for news.

So I created a mobile-friendly online story driven platform to provide all they needed including video, LIVE race results, a twitter-like feed of news where they could chat with their friends and ask questions.


97,654 unique visitors came to the site in 5 days.

I was blown away.

I took a deep dive into online marketing.

It took me time to understand how the most effective systems work.

In the end, the best ones were pretty close to the one I used to attract all those visitors.

As always, the devil is in the detail.


For the last four years, I have been mentoring and coaching experts, consultants and coaches. Helping them develop their online businesses.

Helping them automate simple tasks so they can spend more time on what they love to do.

And helping them tell powerful stories that attract, engage, motivate and inspire their leads to become clients.

My first biz went pan European when I was 28. Back in the analogue days when an electric typewriter was pretty rad and you advertised in the print media and didn’t have a clue what was working and what wasn’t.

You just paid your money and hoped for the best. The only really reliable metric was your bank balance… Still is. The web is just a delivery mechanism that you can afford. 

Every dollar I made I invested back into my business. I was serious about growing it. 

Mentoring others is very rewarding. Giving back. Transforming people’s lives. Very rewarding.

It’s an opportunity to make a difference… Long term.

But the reason that platform received 97,654 unique visitors in just 5 days  was because it delivered exactly what a hungry audience wanted, when they wanted it and how they wanted it.

It told a story. And within that one big story, many smaller narratives…

We will apply the same strategy in your business…


Money is just fuel for your engine. 

Your business is to transform the lives of your clients.

Doing this every time, brings new clients. By referral.

Most entrepreneurs focus on attracting new clients.

Optimising their systems for doing so over and over again.

When, in reality, if they focused their business on creating happy customers, that is the only true metric they need because these customers got the results they dearly wanted, these customers sing their praises and give testimonials without being asked.

You win more new business in the process.

Entrepreneurs tend to get transfixed on digital systems and metrics.

They forget that there are real people out there who deserve to be treated with respect. Human to human focused strategies take into account the time it takes for us to make decisions. 

Realise this and design compassionate systems accordingly.

People love to buy but they hate to be sold too.

The old way of sales & marketing is broken.

Those who have not evolved are struggling.

The work I do with experts, consultants and coaches is special because I bring a strategic vision and order to their lives.

They have the passion and the expertise to serve their ideal clients. They just need help systemising their business to allow them to focus on what they do best.

We work together to achieve that so they can breathe more and enjoy what they’ve created.

So they make a lot more money because money is freedom and that’s really what you want to be able to achieve your big vision.

I’m excited to help you do this.

I’m in your corner.

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