The Three Identity Shifts Every Coach and Consultant Must Make to Succeed
Most coaches and consultants don’t fail because they lack talent.
They fail because they never make the identity shifts required to succeed.
That’s why, according to industry data, more than 90% of coaching and consulting businesses shut down within three years, often struggling to earn more than $3,000–$5,000 a month.
These aren’t bad people.
Most of them got into coaching with pure intentions — they wanted to help people, make a difference, and create impact.
But instead of changing lives, they end up stuck, frustrated, and broke.
I’ve been there.
I went from broke, speaking broken English, and having no website, to building the highest-paid coaching business in my industry.
The difference wasn’t luck.
It wasn’t ads.
It wasn’t even tactics.
It was identity.
If you want to rise into the 10% who win, you need to make three identity shifts.
1. Firm Resolve — Lead Yourself First
Here’s the brutal truth: when challenges hit, most coaches fold.
They switch tactics every few months, never giving anything time to work.
This keeps them from ever gaining momentum.
It makes them quitters, not leaders.
Winners?
They burn the boats.
They say: “I will not stop until I win.”
They focus on one strategy, master it, and only then move to the next.
But here’s what you must understand: you cannot lead others if you keep quitting on yourself.
If you walk away when it’s hard, why should anyone trust you with their transformation?
Resolve is a muscle.
Like any muscle, it grows with use.
And once you build it, everything else becomes possible.
Think of the best leaders you know.
They didn’t get there by dabbling.
They got there by sticking with their strategy until it worked.
2. Grand Vision — Stop Thinking Small
When new clients come to me, most of them have “comfortable” goals:
“If I could just hit $5,000 a month, I’d be happy.”
That number feels realistic.
Safe.
Achievable.
But safe goals keep you small.
When you think small, you act small.
Small actions bring small results.
Coaches who rise to the top aim higher.
They set visions that scare them.
They declare them out loud.
They carry themselves as leaders of change — and the world responds.
If you aim for five clients, you’ll act like a five-client business.
If you aim to transform an entire industry, you’ll start showing up like a movement leader.
Behavioral science proves this.
In the landmark “Pygmalion Effect” study, teachers’ expectations for students directly influenced the students’ outcomes.
The same applies here.
Raise your expectations, and your behavior will rise to meet them.
Vision isn’t just a dream.
It’s the standard you hold yourself to.
And without it, you’ll always stay stuck where you are.
3. Movement & Strategy — Stop Selling, Start Leading
Most coaches make the same mistake: they keep selling services.
But people don’t rally behind “services.”
They rally behind causes.
Nike doesn’t just sell shoes.
They sell Just Do It.
Apple doesn’t just sell gadgets.
They sell Think Different.
When you keep selling coaching sessions, you’re replaceable.
You’re a commodity.
But when you stand for something bigger — when you turn your business into a movement — you become irreplaceable.
That’s the identity shift.
From “I offer coaching” → to “I lead a movement that transforms lives.”
And here’s the powerful truth: when you embody the transformation your clients want, they don’t just hire you.
They follow you.
They bring others with them.
This is where authority, momentum, and exponential growth happen.
The Final Shift
Resolve. Vision. Movement
That’s the game.
That’s the formula.
You can stay stuck chasing tools like 90% of coaches — tinkering with websites, switching tactics, quitting when it gets hard.
Or you can step up, lead, and become the 10% who win big.
Because your clients don’t need another service provider.
They need a leader.
They need someone with the resolve to keep going when others quit.
They need someone with a vision bigger than “five clients a month.”
They need someone bold enough to lead a cause, not just sell a service.
That someone could be you.
The question is: will you stay where you are…
Or will you step into the identity of a movement maker and change everything?
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Your results are a reflection of what you know.
If you’re not constantly learning, upgrading your skills, and exposing yourself to new ways of thinking, you’re falling behind.
The ultra-successful don’t just read books for fun—they study success.