Career coach

The Entrepreneur You Need to Be (So You Can Be the Coach You Want to Be)

By Laura Berman Fortgang on April 19, 2026

Let me ask you something. Are you a great coach (or service business owner) who’s struggling to build a great business?

If so, you’re not alone – and it’s not your fault. Coaching school teaches you how to coach; it does not teach you how to run a business. And those are two completely different skill sets.

Here’s a number that should stop you in your tracks: 82% of coaches fail within two years of starting their business. Eighty-two percent! That’s not a coaching problem. That’s an entrepreneur problem.

The coaches who are earning six figures or more, designing their own schedules, working with clients they love — they didn’t get there by being better coaches than everyone else. They got there by making a decision. The decision was: I am the CEO of my business. It doesn’t matter how small your business is. When you start thinking like a CEO, everything changes.

What do entrepreneurially-minded coaches do differently? Three things.

1. They Build a Lead Machine, Not a Hope Strategy

A full practice doesn’t happen by accident. It doesn’t happen by waiting for word of mouth to kick in, or for referrals to magically fill your pipeline, or for the right moment when you finally feel ready.

It happens because you have a system — a consistent, repeatable way to attract your ideal clients. Whether that’s doing live broadcasts, speaking (which is arguably the most powerful way), podcasting, or building an email list, the key is to pick your lane and show up in it every single week.

Not when you feel like it. Not when inspiration strikes. Every week.

Consistency is your competitive advantage. The market rewards coaches who keep showing up because most don’t.

2. They Price Like a Business Owner, Not an Employee

This one is where so many coaches leave money on the table, and burn themselves out in the process.

Fear is usually at the root of it. Fear that people will say no. Fear of not being “worth it” yet. But here’s what actually happens when you undercharge: You attract clients who undervalue you, you exhaust yourself trying to make up in volume what you’re not making in revenue, and you start to resent the very work you used to love.

Here’s the reframe that changes everything: You are not charging for your time. You are charging for the transformation you create and the results you deliver. That is not an hourly wage; it’s an investment your clients are making in themselves, so price accordingly.

One more thing worth noting — scarcity signals value. When you’re not endlessly available, when people have to get on a waiting list to work with you, that communicates something powerful. It says: This person is in demand and is worth it.

3. They Design Their Business Around Their Life

This might be the most important mindset shift of all.

Too many coaches are afraid to build a big business because they think it will take over their life. Therefore, instead of designing the life and business they actually want, they play small and stay stuck.

Here’s the truth: You are in control. You don’t have to show up on someone else’s schedule anymore. You decide when you work, how many clients you take on, and what your days look like. Want Fridays off? Take Fridays off. Don’t want to work evenings? Don’t. Want to work fewer hours overall? Charge more and take fewer clients.

Your business should be built to serve your life — not the other way around. Design the life you want first, then build the business to match it.

The Foundation That Makes It All Work

Your coaching skills are real, and the value you create is real. But without an entrepreneurial foundation underneath those skills — the systems, the pricing strategy, the visibility, the mindset — you will stay stuck, undervalued, and underpaid.

The good news is that entrepreneurship is a learnable skill, just like coaching is. You weren’t born knowing how to coach — you learned it. The same is true here.

The question is: Are you ready to learn it?

Because the clients who need you most haven’t found you yet – and they’re waiting.

You Don’t Have to Be a Celebrity to Join the A-List

By Laura Berman Fortgang on March 29, 2026

You Don’t Have to Be a Celebrity to Join the A-List
But you do have to act like one.

Here’s what I see coaches and entrepreneurs doing every single day. They’re talented. They create genuine transformations in people’s lives. Yet they’re out there hustling, discounting their prices, watering down their message, trying to reach everybody. They’re treating their business like an open audition that never ends.

I want to ask them one question: What are you auditioning for?

Meryl Streep doesn’t send in audition tapes. Denzel Washington doesn’t line up in hope. At a certain level of this game, we’ve got to stop asking, “Will they pick me?” and start asking, “Do I want to work with them?” That shift — right there — is the A-List mentality.

You don’t get on the A-List by earning it.
You get there by deciding you’re on it, and then bringing it into fruition.

THE PROOF

I’ve had some incredible opportunities in my career, and none of them came the way you might expect. I got to be on the Oprah Winfrey Show. I have a TEDx talk with over two million views. My first book? They asked me to write it. I didn’t send a single query letter.

None of it came from spending all my time trying to engineer my way to the next level. It came from one thing: Showing up one hundred percent, every single time.

Not 90% because I was tired. Not 80% because the fee wasn’t what I wanted. A hundred percent, consistently, and without questioning whether I belonged. Look — I’m human. There are moments of doubt. There are moments of “Who am I to be doing this?” But you’ve got to put those thoughts out of your head as fast as possible. Certainty isn’t a feeling that arrives. It’s a decision you make.

THE 6 RULES OF THE A-LIST

The A-List isn’t something other people deem you worthy of. It’s something you deem yourself worthy of. Here’s how A-List coaches and entrepreneurs actually operate:

They own their niche without apology.

Trying to serve everybody is a hiding strategy. When you’re vague, you’re hiding. Pick your lane; plant your flag. The more specific you are, the more magnetic you become, and the easier it is for the right people to find you.

They set their own terms.

A-Listers aren’t auditioning. They ask for money with the same energy they’d order coffee at Starbucks — no doubt, no hype – just matter of fact. The ideal client doesn’t want the cheapest deal; they want the best.

They protect their energy like it’s a contract clause.

Every yes to the wrong thing is a no to the right thing. A-Listers have learned to create a certain amount of scarcity in the market; not because they’re playing games, but because their time genuinely costs something. That’s the signal.

They never question the room.

They don’t walk into a space wondering if they belong. Their energy precedes them. Certainty — and I’ve said this before — is not a feeling that comes to you. It’s a decision you make. You decide you belong. The energy in a room shifts around that belongingness. It is the most underrated business strategy alive.

They build visibility on purpose.

Being excellent in private gives you a hobby business. Being excellent in public gives you a real one. Write the thing. Take the stage. Post the idea. The world can’t ask for you by name if it doesn’t know your name.

They raise their standard of proximity.

You can’t think A-List thoughts in B-List rooms. It’s who you hang out with, who you’re in conversation with, who you mentor with. Put yourself in the environment that matches where you’re going, not just where you’ve been.

THE DECISION

Here’s what all six of those rules have in common: None of them require a publicist. None require a huge following. None require you to wait until you feel ready because the feeling of ready is often the story fear tells you to stay comfortable.

All they require is a decision. A decision that you’re done shrinking. Done discounting. Done explaining yourself to people who weren’t going to get it anyway. Done auditioning for opportunities that should be auditioning for you.

The A-List begins with you deciding you’re on it. It’s not waiting for you. It’s a decision you make.

Here’s the question I want to leave you with:

What would you do differently today if you already knew you were the person people ask for by name?

Go do that. Start now!

The Entrepreneurial Roller Coaster: How to Ride It (And Actually Survive)

By Laura Berman Fortgang on February 8, 2026

If you’ve ever been on a roller coaster, you know that moment right before the first drop – you grip the bar, your stomach tightens, you take a deep breath, and you wonder what the heck you just got yourself into.

Welcome to entrepreneurship.

Except this ride lasts years instead of minutes. There’s no operator doing safety checks. You can’t see the track ahead. And the drops? They’re steeper than anything at Six Flags.

After 32 years of running my own business, I can tell you this: The roller coaster never really smooths out. You just get better at riding it. That’s what I want to share with you today – how to not just survive the ride, but actually thrive on it.

Build Your Reserves (Both Kinds)

First things first: You need cushions for the falls. I’m talking about two types of reserves that most entrepreneurs overlook.

Financial reserves are the obvious one, but let me be specific. You need at least six months of operating expenses, plus personal savings. Not the optimistic spreadsheet version where everything goes perfectly. You need the realistic version where your biggest client ghosts you or that investor pulls out at the last minute.

I run my business on a ten-month year. Not because I take two months off, but because I know things will fluctuate and some months will be lean. Building in that buffer keeps me from making decisions out of desperation.

Here’s what most people miss: Emotional reserves. This is your hobbies, your relationships, exercise, meditation, therapy – whatever fills your tank. The entrepreneurs who burn out aren’t the ones who work hard; they’re the ones who work hard with an empty emotional tank. When you have people you can talk to, activities that restore you, and a life outside your business, you create an emotional cushion that lets you weather the storms.

You can’t pour from an empty cup, so protect both reserves like your business depends on it because it does.

On Low Days: Do ONE Thing That Moves the Needle

There will be days when you wake up convinced you’ll never get another client.
When the weight of it all feels crushing.
When you question everything.

On those days, forget your massive to-do list.
Pick ONE thing that will actually move the needle and do that.

Not busy work. Not cleaning your desk or organizing files. One meaningful action: Make that scary sales call, have that critical conversation you’ve been avoiding, fix that tech bug that’s been haunting you, send that partnership proposal.

Here’s the magic: Mood follows action. We’re often waiting for the mood to hit us before we take action. But it works the opposite way. You don’t need to feel motivated to act; you act and the motivation follows. Take the action first, and watch your mood improve.

After a Win: Attack, Don’t Relax

This might be the most counterintuitive advice, but it’s critical. Your most dangerous moment isn’t after a failure; it’s after a success.

You just closed a major client. You just hit your revenue target. Every instinct tells you to take your foot off the gas, to relax a little, to enjoy the moment.

Don’t.

Celebrate that evening, absolutely. But the very next day? Double down. Already in a good mood? Take more action. Make another call. Close another client. Do something that makes a difference while you’re riding that high.

Here’s why: Wins create momentum, open doors, and boost confidence. You’re never more attractive to potential clients, partners, or investors than right after a visible success. Use that fuel. Don’t let it evaporate.

Know the Difference: Dip or Dead End?

Not every low point is worth pushing through. Seth Godin talks about “The Dip,” that valley between starting something and mastering it where most people quit. Winners push through strategic dips because there’s something valuable on the other side.

But dead ends are different. A dead end is when the market fundamentally doesn’t want what you’re selling, when the economics will never work, when there’s nothing pointing to it coming back.

The hard part? They feel the same in the moment.

That’s why you need trusted advisors – friends, coaches, mentors – who can help you see clearly. People who will tell you the truth when you need to hear it because it’s really hard for us to know the difference between a dip and a dead end when we’re the ones on the ride.

Hold On Tight

The ride is terrifying.
The ride is exhilarating.
For those of us crazy enough to strap in, it leads to something incredible: freedom.

You get better at riding it.
You build your reserves.
You take action when you’re low.
You attack when you’re high.
You surround yourself with people who help you know when to push through and when to pivot.

Buckle up, buttercup.
This is what you signed up for, and it’s worth every twist and turn.

How to Stop Imposter Syndrome in Its Tracks

By Laura Berman Fortgang on October 1, 2023

Do you ever feel like an imposter?

Are you sometimes afraid that someone’s going to discover you have no idea what you’re doing — that you’re not the expert you proclaim to be, you’re not as skilled as you’ve made yourself out to be, and you’re not quite qualified to be in the position you’ve found yourself in?

Maybe you’re worried that you don’t measure up somehow, so it makes you feel like you’re pretending to be someone you’re not.

Here’s what this looks like.

Them: We’d like to interview you [for a dream job]!
You: Maybe they didn’t notice I don’t have enough experience.

Them: Congratulations! We’d like to offer you the [dream] job.
You: I’ll surely be fired by Tuesday, once they figure out I’m a fraud.

Them: We’ve selected your proposal to speak at the next conference.
You: Oh no! I’m probably going to make a fool out of myself.

Them: I’m looking for a coach, and I’d love to work with you.
You: But what if I can’t help you get results, and you tell everyone I’m a con?

I’m not a doctor, but as a Master Certified Credentialed Coach with 30 years of experience, I can confidently assess what’s happening here.

Imposter Syndrome

Don’t worry; it’s not fatal to your career or success.

Most people struggle with it from time to time, and it’s entirely “treatable.”

If you feel like your Imposter Syndrome is flaring up, here’s what I suggest you do —

Pause and accept what’s happening. No sense in ignoring the symptoms. Denying it only makes things worse by trying to overcompensate.
Learn to recognize your triggers (comparisons, someone else’s recent success) and how you respond, so you can head it off at the pass. Before you go into a full-on panic, tell yourself, “This is just imposter syndrome flaring up again. Nothing alarming. You can do this.”
Notice your self-talk. As soon as you start beating yourself up, STOP. It may sound easier said than done, but you can tell yourself “no.” No more negative self-talk; you’re not listening.
Ask yourself what success looks like. Are you trying to measure up to a perfect ideal? Scratch that and aim for progress instead.
Keep learning. The best way to keep Imposter Syndrome at bay is to continue seeking out new knowledge and ways of doing things, evolving, and growing your skill set.
Celebrate wins! I can’t say enough about this. Remind your brain that you’re doing good things.

Do this again and again, every time Imposter Syndrome starts to creep up, and you’ll start experiencing it less and less.

Don’t get caught up in calling yourself an expert. Instead of thinking of yourself as someone who’s supposed to know everything, think of yourself as someone who makes it your business to learn everything you can about your particular topic of choice.

You’re not an imposter, so keep showing up as the best of who you are. You’ve got this!

Old Lessons Made New to Finish 2023 Strong

By Laura Berman Fortgang on September 24, 2023

It’s hard to believe we’re already heading into the fourth quarter of 2023, but it’s coming right up.

So … how’s it going?

Would your September 2022 self be proud?
Are you on track to reach your goals?
Did you blow by your wildest expectations?
Have you made some wrong turns or hit detours?

No matter where you are now, you still have time to finish even stronger and better. You have time to focus on what you want to get done by the end of this year.

I’ve been thinking about this a lot this week. As you may know, not only am I a Master Certified Credentialed Coach, but I’m also an ordained interfaith minister, incorporating wisdom and inspiration from ancient traditions around the world, into my work and every day.

This past weekend was Rosh Hashanah, the Jewish New Year, followed by a 10-day period of Judaism’s High Holy Days, and this coming Sunday marks Yom Kippur, the Day of Atonement or holiest day of the year.

It’s a time for reflection and renewal, introspection and connection.

A time for shedding the old and celebrating new beginnings — wishing family and friends a year filled with happiness, health, and prosperity.

As well as a time for thinking back over the past year, facing your missteps, asking forgiveness, and considering how you may become a better person in the year ahead.

Whether you take part in these customs or not, you can consider this a reminder that life is full of opportunities to begin again and move forward with renewed energy.

This weekend also marks the official first day of fall. Just like the trees shed leaves, what do you want to let go of? What do you want to make room for?

If you haven’t done it by now, maybe you didn’t really want to — so dump it!

Or forgive yourself for putting it off this long — and get to it!

Whatever you’re looking to accomplish in your career or business, the year’s not over yet. Celebrate how far you’ve come, make peace with your setbacks, and reawaken your drive to succeed.

How to Deal with Difficult People

By Laura Berman Fortgang on September 10, 2023

Let’s face it; people can be difficult.

Even if you consider yourself a people person, dealing with various needs, personalities, priorities, and quirks can be challenging.

There’s always going to be conflict.

Whether it’s a tough client, boss, or coworker, your overall success and happiness ultimately depend on how well you’re able to navigate that relationship.

The good news – it’s not as hard as you might think — as long as you keep these three tips in mind:

Tip #1: In any given situation, you have two realities:

1. The facts and 2. The interpretation of the facts.
We are not always going to agree on the interpretation. Here is an example:

Person A: This stinks! I was planning to go to an arts festival; my day is ruined!

Person B: How wonderful! My lawn needed this, and now I can curl up with a good book.

We all view facts differently. When you’re dealing with a difficult person or situation, you have to remember — there’s what happened, and there’s what each person thinks about what happened. Once you’ve considered this, it’s easier to resolve any friction.

Tip #2: Follow Stephen Covey’s advice to begin with the end in mind. (That’s habit #2 in his blockbuster book, The 7 Habits of Highly Effective People.)

People don’t like drama because they’re afraid they’ll get stuck in whatever nastiness ensues.

When you find yourself in conflict, focus on what you want to get out of it. What’s your goal? What do you want to resolve? Keep your eye on the prize, and stay focused on moving forward.

Tip#3: Avoid the word “you” unless it’s used in a positive light.

Saying “you” in the heat of conflict triggers an inflammatory response. People feel blamed and berated, and they don’t like it one bit.

Instead, frame the conversation with the word “I.” I hear you, understand, see we have a difference of opinion, and I want you to know I want to resolve this to your satisfaction.

This keeps the other person off the defensive and out of “fight or flight” mode. It allows for a reasonable conversation and coming to a resolution.

These three tips will make a big difference, and the more you use them, the more you’re able to build rapport and trust, even with the most difficult people. The next time a conflict arises, you can build on the successful outcome you created the last time. Before you know it, that person no longer ruffles your feathers because you know how to deal with them.

Remember: The customer isn’t always right. Your boss isn’t always right. And that overbearing coworker isn’t always right.

You don’t have to let difficult people walk all over you. It’s okay to disappoint people, agree to disagree, and move on. You’ll have more respect for yourself, garner more respect, and win in the end.