Life Doesn’t Give You What You Want – It Gives You Who You Are

Let me share something that might make you uncomfortable.

As a business coach, I often tell my clients a hard truth: to build a truly successful business, you need to decide to be abnormal.

The Reality of Business Success

Here’s a sobering statistic: according to the Office of National Statistics, only 9.6% of UK businesses ever reach £1 million turnover.

That’s not profit – that’s just revenue. If you’re making a million in profit, you’re in the top 0.4% of entrepreneurs and the top 0.1% of the population.

Think about that for a moment.

By definition, you can’t reach these levels by doing what everyone else does.

You have to be different. Abnormal. Uncomfortable as that might sound, it’s necessary.

The Truth About Money and Status

Here’s something I observe regularly with my coaching clients: they often struggle with the fact that success isn’t always about being the best.

There’s probably someone in your industry right now who isn’t as good as you, yet they earn more money and have a higher profile.

Frustrating, isn’t it? But here’s the key insight: money flows toward perceived importance rather than actual ability.

Your market position often matters more than your technical excellence.

The Power of WHO-ing vs. DO-ing

Let me explain something crucial I work on with my clients.

In every industry, some people earn significantly more than others for essentially the same work.

This isn’t an accident.

The biggest difference isn’t in WHAT they do or HOW WELL they do it – it’s in WHO they are perceived to be.

Think about it: the lowest pay is earned by those viewed as ‘doers’.

The highest pay goes to those seen as authorities or experts.

This is why I help my clients shift from being seen as practitioners to being recognized as authorities in their field.

Creating Your Position

Here’s a practical exercise I use with my coaching clients.

Imagine you’re about to take the stage in front of 200 perfect potential customers. How would you want to be introduced?

Complete this template:
“[Your name] is known as the most sought-after [insert what you want to be known as] in [your market].”
“They are famous for [your magic power].”
“And they stand against [what you oppose].”

The Transformation Process

As your coach, here’s how I help clients make this transformation:

1. Identify Your Current Position
   Where are you now? How does your market see you?
2. Define Your Desired Position
   Who do you need to become to achieve your goals?
3. Create Your Authority Plan
   What specific steps will move you from practitioner to authority?
4. Build Your Platform
   How will you communicate your expertise to your market?
5. Maintain Consistency
   How will you ensure every interaction reinforces your position?

The British Challenge

I know this feels uncomfortable.

We’re British – we don’t like to talk about ourselves or stand out.

But here’s the truth: if you don’t consciously position yourself, the market will position you anyway, usually at the bottom of the pyramid with everyone else.

Making It Work

One of my clients in Surrey recently transformed their business by embracing this approach.

They stopped competing on price and started positioning themselves as the go-to authority in their field.

Their revenue doubled in 18 months, not because they got better at their craft, but because they changed how the market perceived them.

Your Next Steps

If you’re ready to move beyond being just another business in your market, you need to:

1. Accept that being normal equals being average
2. Decide on your desired market position
3. Create a plan to establish that position
4. Consistently communicate your authority
5. Stand firm when it feels uncomfortable

Time for Decision

Remember: Life doesn’t give you what you want – it gives you who you are.

The good news? You get to decide who you are.

Ready to transform your market position and build a business that stands out? Let’s talk about how to position you as the authority in your field. Book a virtual coffee with me, and we’ll explore how to make you the go-to expert in your market.

Best wishes,
Jamie

P.S. Being abnormal feels uncomfortable at first. But so does staying stuck where you are. Which discomfort would you prefer?