Why this moment matters

A person's hands assembling building blocks with the words 'The Time is Now' spelled out.

If the heartfelt, inspirational messages and emails I receive and the conversations I have are anything to go by, I know that you are not in the coaching business for a quick success story.

You’re here for the meaningful, sometimes challenging, but always rewarding journey of transformation and growth.

Just like in my recent ‘Choose your hard’ article, I’m bringing that same level of honesty and insight to discuss why NOW is the time to take your coaching business to the next level. 

And why this very moment today is the perfect time to fully commit to your coaching dreams, and to your coaching business. 

Let’s break it down into five impactful steps.


1. Commit to the journey


Now, a few weeks into January, is the perfect time to commit to the long game. 

Lately, I’ve had quite a few experiences with short-term thinking. I understand why this happens, because I was exactly the same early on in my journey. 

It’s easy to start off thinking we can sort everything out, without having any idea how much we need to learn. 

But, actually, growing your business is an art form, just like your coaching. 

Like that MCC who is a great coach because they’ve got thousands of hours under their belt, it is going to take thousands of hours of practice for you to be great at building your business. You’re not immediately going to be an expert marketeer.

Practice, practice, practice

So, commit to the process, just like you have committed to your coaching practice, knowing that every single time you practice is an opportunity for reflection and for deepening your learning. 

To improve your coaching skills, you’re continuously going on courses and having mentor coaching and doing everything else you can to get better and better. 

It’s exactly the same when it comes to your business. Embrace the journey, knowing that you will get better every single time you practice. 

Look for opportunities

Think about how you can create more opportunities to practice today.

In my Business of Coaching group right now, we’re practicing storytelling.

We’ve had several guest experts and a copywriter come into the programme, and it’s been brilliant to share stories, ask for feedback and commit to get real live feedback from the people that are seeing your content, which will hone your skills and make you better. 

Just like when you’re coaching and you’re able to listen and reflect back, thinking about what you could have done differently, it’s exactly the same here. 

Grow and refine

Go into your business building journey knowing that you will continue to grow and refine. It is a practice just like coaching, yoga, being fit. 

It doesn’t suddenly happen by itself. It’s a journey and it needs your commitment. 

Set expectations

My favourite role model, Fabienne, who I’ve talked about in other articles, has a programme which is two years long. She doesn’t offer a shorter programme because she says that building a £100,000 business takes a minimum of two years, and getting to the million pound mark will take at least two more years after that. I’m sure it will take a lot longer for most people, but I love how she sets that expectation.

I’m not courageous enough to launch something like that yet but, in this online world of everyone wanting quick results and not wanting to put the time in, it’s real inspiration.


2. Overcome any delay with the power of immediate action 


The law of diminishing intent means that the longer that time goes on from you having an idea to acting upon that idea, the less likely that it will ever happen, and the less likely it is that you will act at all. 

So, how can you take fast action to get your idea out there into the world? 

I am running a 30 day ‘Offer to Market’ programme at the moment. It’s generally for people who have a reasonably established business with their foundations already in place. They may have an audience and they may already be having sales calls but they want to have more; they want to launch something thoroughly and properly.

Get your offer out there

The focus is on fast, ‘messy’ action. Yes, it’s crucial to build your brand long term, but this is purely about just getting your offer out there – overcoming delay and taking immediate action. 

People often give me the feedback that they make so much progress because the 30 day programme doesn’t allow for procrastination – it’s really fast paced and it requires you to take action every single day to build your business. 

Obviously, the action people take is varied. Some people might be publishing their first ever social media posts. Others may go to networking meetings, or run a webinar. 

Make an impact

Whatever you do, it will have an impact on your results, which is the best thing about this programme.

If I’m really honest, I don’t always enjoy running the 30 day Offer to Market programme because some people think they’ll get the same results from it as they would from my Business of Coaching mentorship programme. 

It’s not the same thing – the 30 day sprint isn’t about building your brand, building your audience, and all of the business elements that need to be done. It’s really for a different audience who know the foundations and want to take massive action and launch something really thoroughly. 

Get moving

So, what is one idea that you have right now, that has maybe been going around in your head for several months or even several years? 

What is one thing you can do today to just move that thing forward? 

Can you send an email to someone? Call them? What is going to help to hold you to account to take action on it immediately? I encourage you to stop reading this article and do that thing right now.

Use the power of now

I know it can be super difficult to take action, especially when you are often on your own in this journey of entrepreneurship, so let’s use the power of NOW to move you forward.

The power of the 30 day Offer to Market programme is that every single day you are doing something to build your business. 

It’s too easy to get super slow when we have our own business, and this is a reflection of me as well as a lot of other people I know. We allow ourselves to take far too long to do things, and we look back at the end of the day, wondering where the hours have gone and what have we done all day?!

Rate yourself

If you had to report in to a manager at the end of the day, justifying your salary and proving what you’d done to build their business that day, how would you rate yourself in a performance review?

I feel like I get a lot done, but I still think my review would probably be ‘Needs improvement! Maybe I’d be ‘Fair’ because often it’s down to me to personally get things done. I sometimes don’t make decisions quick enough and I don’t achieve enough. 

I don’t time block enough. I put a lot of other things ahead of my business. For example, if I have a day without calls, I’ll get excited about going to the gym and going in the hot tub and, fair enough, this is why we have our own business. 

But I do see that, looking back to the early days of growing my business, I am so much stricter with my time now than I was then. 

Maximise your productivity

We can’t always be going out meeting people for coffee during our working day. This is our job, just like when we were employed. Would we have been able to skip out whenever we liked then?

For me, trying to get the most out of my working day and getting out of myself often means working in a different location so I’m not distracted by the housework and other life ‘stuff’. 

It also means planning in advance. I’ve started having Sunday planning meetings with my husband, telling him what I’m doing each day of that following week. Having that granular accountability is really helpful and it makes such a difference having someone to talk to about the ins and outs of my actions. 

Think about what’s going to help you to be as productive as you can be in your day.


I am super excited to have just taken on a new mentor coach in my Business of Coaching programme. She has been my personal one-to-one coach and she’s going to personally contact everyone in my programme every single week to check in on them, make sure they are supported, and to note, for example, when they ran a webinar so they can ask how it went and what could have gone better, to help them constantly deepen their thinking and reflect on their week and their priorities.

Although I already have a lot of accountability in my programme, I’m really excited to introduce this more in-depth accountability because you are 95% more likely to be successful if you have strong, weekly accountability in place. 

The ratio of accountability to success

Mentioning Fabienne again, she talks about the fact that new business owners think they know it all and think they can do it all. She observes that reasonably successful business owners know that they need a lot of help and a lot of accountability in place. And she notes that incredibly successful millionaire business owners, who are the only people she works with, have daily accountability in place. 

I hear this approach from so many different podcasts and material from super successful entrepreneurs. 

Amy Porterfield, for example, voice notes someone every single morning saying what she’s going to do that day. She then follows up every single evening saying what she actually achieved that day. 

The power of in-depth accountability

So there is so much proof of the power of this behaviour and that is why I’m so excited to bring this really strong strategic accountability into my programme. 

I’ll be able to see where my client is struggling and think how I can help move them forward. It’s also going to really help me to be more strategic in my own business and make sure that my clients continue to get the best client results in this industry.


3. The journey of goal setting


Setting goals is something I can struggle with because the goal can seem so far removed from where you are now.

But it’s so powerful to set that goal and know that you will get so much closer to it than if you never set the goal at all. 

It’s not actually about reaching the goal, it’s about knowing that you are getting closer every single day.

Vision boarding

I did a vision board with Lara Doherty a couple of years ago, and I remember that when I created it it actually made me feel quite sick and I didn’t look at it for at least a month because my goals felt ridiculous as they were so removed from where I was at.

One thing on my vision board was “Raise your voice to make a difference.” At the time, I didn’t have my podcast, so it’s funny that I’ve now fully stepped into that. 

There was a lot of content on my vision board about leadership, and it’s been amazing to see in how many of my case studies last year my clients talked about my leadership. As someone who’s never seen myself as a leader, it’s really amazing to hear people say that I’m a great leader of my community. 

Playing the long game

All this has taken a lot longer than I thought, which takes us back to our first point about playing the long game.

We always underestimate how long things are going to take. I expected it to take one year to realise most of the content on my vision board but it’s actually taken two. I’m probably ready to create another one now.

Take a moment to look back at where you started on this entrepreneurial journey and reflect on how far you have come, however long that is for you. What have you achieved in that period? 


Before you started, did you ever think you would be where you are now? 

Often, we have achieved the dream that we set out to do, but we have moved the goalposts. So allow yourself this moment to let it sink in. To recognise all of the challenges, all of the lessons, all of the celebrations that you have experienced on your journey so far. 


4. Take practical steps to achieve your dream 


Break down your big goal into actionable steps. Instead of thinking, “I want an entire content strategy and an entire month of content to post”, break it down into smaller steps to achieve that goal.

For example, think, “Today, I’m going to map out my content pillars, and tomorrow I’m going to do the next step and the next day I’m going to do the next step…”.

This way, your overall goal doesn’t seem so overwhelming and so impossible. 

And think about how you can share your goals with your accountability partner, if you have one, pledging the next tiny steps that are going to make you more likely to achieve them. 


5. The art of the possible 


I love this one because it’s something we often don’t do. 

If you are ever in a scarcity mindset and you feel like it’s never going to work, that your goal is completely impossible, make your brain search for examples of who it has worked for. Because, if it has worked for someone else, it can work for you too. 

Take a moment right now to think, “Who has what I want? What are they doing well?” 

Consider your triggers

If you find this thought process triggering, it can often be because that person has what you want. And, what I know from reflecting on my own triggers, is that it’s usually because they are doing the things that I am not doing. 

I’m generally not a comparison type of person, I stick to my own thing and I don’t really look around. 

But there was one person who I definitely found triggering. And I realised this was triggering for me because she was showing up way bigger, way better than I was. She was speaking her mind. She was giving her opinions. She was speaking in places that I wanted to speak in but wasn’t prioritising getting guest expert spots at.

So, think about your own triggers and see what they reveal to you about what you know you could be doing in your business that you are maybe avoiding or not doing right now. 

Use that as inspiration rather than comparison, because if it’s possible for them it’s possible for you too. 



Let’s summarise these five key points.


First, commit to the journey. Know that this is a long-term project. It’s not about weeks or even months. Building a business is a huge project and I would highly recommend you go into it with a five to 10 year mindset, not a five to 10 month mindset. 

Next, the power of immediate action. How can you take action towards your dream today? Do not wait. If you wait more than 48 hours, it’s highly unlikely anything will ever happen at all. 

Our third point was about setting ambitious goals, knowing that the point is not to reach the goal, but to go after your goal and know that you will get way closer than you would if you didn’t have the goal at all. 

Step four was about creating practical steps and sharing them with someone. Taking small steps is the root to your success. 

And step five is the art of the possible. Always look for confirmation of your belief that this is possible. 

I hope this article has left you fired up to take big action NOW. Let me know what you’re going to do! 



Prefer Audio? You can also listen to all my new content on my podcast Women in the Coaching Arena


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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.