My purpose and why : A story about finding your path

I want to tell you a story about why I pivoted in my business over the last couple of years… I’m a little long-winded, but I promise, it’s worth it! Stick around until the end – there’s something you NEED to see!
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2.5 years ago I had my first coaching session, and it changed my life. I was 40 years old. My kids were 2 and 4. I was working in London as a HR & OD Project Officer. Honestly, I thought this would be my forever life as despite being ridiculously unhappy – the pay, pension and holiday allowance was great. When I started my career working for trade unions my parents told me I had a job for life…so, why would I want more? Of course: that coaching session changed everything for me and for the first time I was able to question whether these beliefs I’d been carrying around for so long were true.
Something shifted and within a few months, I quit my HR job which felt like a MASSIVE thing to me at the time. My job was my identity. At all those family parties when people know what you do. That that you’re important and have a ‘good’ stable job.
I’ve never looked back – and I’m thankful for all the support I had when I made this amazing leap of faith.
Okay it wasn’t quite as straight forward as that. I ended up taking on two jobs whilst I still had that main HR job to get the courage to quit.
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So I had three jobs, plus a 2 and 4 year old at the time. How I survived 2019 I’ll never know…
One of my jobs was admin at a coach training organisation. I loved the advert for that job. It was like nothing I’d ever read before. Term-time only, flexibility, with strong values. Of course, the advert was written by a coach which is why it was so amazing!
I learnt about the world of coaching. I was consistently coached myself. And I signed up to the L7 in Executive Coaching and Mentoring.
Whilst I worked that job, I administered an email programme to help coaches start their sustainable coaching business. I was OBSESSED by improving this programme. It was information drip fed via email with no support and I knew it needed so much more! Information wasn’t enough. It was too complex. It didn’t address the support required for the massive mindset shifts needed when starting a business.
Very few people successfully set up a profitable business as a coach. It’s because you don’t just need information – you need support, accountability, community, mentoring, coaching, and someone believing that 100% YOU CAN DO THIS while you build that belief for yourself.
I knew right from the start of my coaching journey that this is what I wanted to do. Though of course, who was I to do this work? I hadn’t set up my own profitable coaching business at the time.
So I spent nearly two years as a career coach which I’ve loved though always known that it was not in complete alignment with me. Since I left my job, my passion is in entrepreneurship. I NEVER want to ask someone for permission to take a day off again. That drive for independence, freedom, and honouring my own values means I am crazily passionate about supporting others to do the same.
Fast forward to today…
In 2022 I’m pivoting my business to help new coaches start up their own coaching business. I have spent over two years learning everything I can about business. I know what works. I know what doesn’t. I know how to set up a profitable coaching business as I’ve done exactly that.
My mission when I went into business was to impact 1 million people for the better. I had absolutely no idea how I was going to do that at the time and I’m off to a great start in 2021!
My new niche is now in complete alignment with my mission and what I’ve always known I wanted to do: show new coaches how to get consistent paying clients with honesty not hype. This means I get to be part of that beautiful ripple effect of bringing the power of coaching to the world.
And now?
In 2021, I led a beta programme of supporting new coaches to start their values-led profitable coaching businesses and the feedback has been brilliant.
I know, you’re probably reading this wondering what it has to do with you. But, I promise, I’m getting to that!
I know that the pathway I’ve devised was successful, so I was ready to re-run the programme. But I’m getting better at listening to my intuition and I want to try something different.
I want this programme to be about what YOU need to succeed in your business. So I don’t want to don’t want to dictate when you start the programme. We all have different priorities and when I decide to ‘launch’ the programme may not be the right time for you.
So I’m creating the same programme in a slightly different format which means you can get to work on FINALLY signing paying clients when YOU know it’s the right for YOU. It will ensure you get the information, inspiration, coaching (including 1:1), accountability and community that you need to thrive.
So if you’re just beginning your journey as a professional coach or have started your business but are:
1) Is it normal for it to be THIS hard?
2) Wasn’t this supposed to give me more time and freedom?
3) I don’t know what else I can do (because it feels like you’ve tried everything)
· Having a proper business (that makes money), not a hobby (that takes money)
· Serving people you actually love working with
· Paying your bills (with money to spare for going out and having the freedom that you’re doing all this for)
· Being recognised as the go-to coach in your niche
· The constant hustle and to do list to be OVER
This is what I help with.
I show new coaches (like YOU) take focused action on the things that actually make a difference when it comes to getting clients. Also like YOU, I started by doing all the hard things that got ZERO results. I took all the courses, followed all the “rules,” and made masses of mistakes that taught me A LOT about what NOT to do when starting a coaching business.
Here’s what Lara said about the new coach programme:
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Get the love and support you need to make it happen
If you’d like my help to implement this so you make a difference, AND make a living, you can learn more about how I can help you here.
Want to read what happened next? Click here to read my 2022 Annual Review.




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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.