You Don’t Need Another Coach. You Need This Instead
Coaches Are Out. Accountability Partners Are In.
Let’s call it what it is.
Growing a business isn’t hard.
And before your brain argues with me, let me explain.
It’s not hard because the steps are unclear, the market is unpredictable or your product isn’t good enough.
It’s hard because you’re not doing the stuff you already know you need to do.
There are five things that every business needs to grow. No secrets. No magic. No million-dollar blueprint. Just this:
A real offer that people need and want
People to actually build the thing
A plan to lead and execute the thing
A system to get it in front of people
Tech to support and scale it
That’s it. That’s the whole playbook.
Not complicated. But it is hard. Why? Because execution is hard.
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Let’s break this down.
Step one: Your offer has to hit both “need” and “want.”
Most people miss this. They build something people need but nobody wants, or they sell something people want but nobody actually needs long-term.
Here’s the thing: people are more likely to buy what they want than what they need.
They’ll buy a weight-loss shake before they buy health insurance. They’ll buy a sales course before hiring a CPA. So your offer needs both. Solve a real problem, but do it in a way that people actually get excited to buy.
Step two: Someone’s got to build it.
This could be you. This could be your team. But someone has to take the vision and turn it into something real. That takes leadership. If you can’t lead yourself, hire someone who can. Otherwise, you’ll keep changing directions every time you read another “7-figure funnel hack” thread.
Step three: You need distribution.
Most people get stuck here. They have the idea, they have built the offer, but they don’t know how to consistently get it in front of people.
Distribution is hard. But not because it’s mysterious. It’s hard because it takes repetition, resilience and real time. This is the part people want to outsource too soon, or they try once and say, “It didn’t work.”
But if no one sees it, no one buys it. Period.
Step four: You need tech.
Yes, you need landing pages. Yes, you need automations. But no, it doesn’t need to be complicated. People get stuck in Kajabi vs ClickFunnels vs Webflow instead of just launching. Pick one. Build the thing. Improve it later.
Execution is the Hard Part
None of this is rocket science. And honestly, if you’re even halfway curious, AI can tell you how to do almost all of it.
You can ask ChatGPT to build you a business plan
You can use it to write emails, outline funnels, and create content
You can have it recommend pricing, offers, and messaging angles
So if all the information is already available, what’s the real problem?
Execution.
Not knowing what to do isn’t the issue. Doing it is.
Execution is brutal because life is loud, your brain is busy, distractions are endless and sometimes the work is just plain annoying. Launching a business means dealing with friction every day.
And when nobody’s holding you to it, it’s easy to push it off.
That’s why you don’t need a coach. You need an accountability partner.
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Why Coaching Isn’t the Thing Anymore
Coaches used to be the keepers of knowledge. They had the answers, the experience, the systems.
But now? You can get most of that through AI or five minutes of YouTube. You don’t need a coach to tell you how to build a sales page or what offer to price at $997.
You need someone to make sure you actually do it.
That’s the shift. Coaching has turned into something else. The valuable piece isn’t teaching. It’s accountability.
You need someone who knows your goals, sees your timeline, and holds your feet to the fire when it’s month three and nothing has moved.
I’ll give you a personal example.
We Do Family Office Meetings
My wife and I have a monthly “family office” meeting. We sit down, review our goals and check our progress on business, investments, health, you name it.
It’s one thing to set goals in January. It’s another thing to look up in May and say, “Are we on track or not?”
If we’re not, we call it out, fix it, make decisions and hold each other accountable.
I actually shared this in a post — you can read it here:
Now ask yourself:
Did you set goals this year?
Are you tracking them?
Are you even close to hitting them?
Do you know your progress in the last 90 days?
If the answer to any of those is “no,” that’s not a strategy problem. That’s an accountability problem.
You either don’t have someone checking in with you
Or you do and you’re not being honest with them
Or worse, you’re too scared to look at the numbers because deep down you know you’ve been coasting
And What If You Don’t Have That Person?
What if your spouse doesn’t get it?
What if your business partner checks out?
What if your friends are supportive but not strategic?
Then you hire it.
That’s the only case where a “coach” makes sense. Not because they’re going to give you magic formulas, but because they’re going to watch the scoreboard with you and make sure you’re playing to win.
If your coach doesn’t hold you accountable, challenge you, or track your targets, then you don’t have a coach. You have a cheerleader.
Cheerleaders are nice. But they don’t help you grow.
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Final Word
Most people know what they need to do. They’ve read the books, watched the webinars and bought the course. The problem isn’t information. It’s consistency.
Execution without accountability is just a wishlist.
If you’re tired of spinning, stuck in neutral, or constantly “thinking about it,” find someone who will challenge your timeline, keep you honest, and check your progress every month.
Because the difference between making it and stalling isn’t brilliance. It’s follow-through.
And you don’t need a coach for that.
You need an accountability partner.