THE ICFSFL BUSINESS GROWTH JOURNEY
From Unclear -> Positioned -> Trusted -> Chosen -> Growing
“We are supporting coaches in moving from uncertainty and inconsistent growth… to being clear, trusted, chosen, and building a sustainable coaching business.”
What we are building:
A full client acquisition system for coaches, in a shared learning environment. It covers:
Identity • Positioning • Branding • Pipeline • Messaging • Conversion • Objections • Networking
We created a structured pathway!
THE JOURNEY MAP
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PHASE 1—CLARITY & FOUNDATION
(April 14 — Sophia Session 1)
From Unclear -> Positioned
You Are Not Unclear, You Are Unpositioned
What shifts:
- From confusion -> clarity
- From overthinking -> grounded identity
What attendees gain:
- Clear professional identity
- Language to describe their work
- Confidence in how they show up
This is the inner foundation everything else depends on
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PHASE 2 —TRUST & VOICE IN THE MARKET
(May 5 — Ross Session 1)
From Positioned -> Trusted
Build Trust in a Trustless Age
What shifts:
- From “I coach” -> “I stand for something”
- From credentials -> point of view
What attendees gain:
- A compelling, defensible perspective
- A story that builds trust
- Authentic positioning (even with AI)
This is where clarity becomes belief
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PHASE 3 —DIFFERENTIATION
(May 19 — Ross Session 2)
From Trusted -> Memorable
Stand Out in a Sea of Coaches
What shifts:
- From “good coach” -> “unforgettable brand”
What attendees gain:
- Distinct identity
- Recognizable presence
- Differentiation in a crowded market
This is where trust becomes visibility
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PHASE 4—STRUCTURE & CONSISTENCY
(May 19 — Sophia Session 2)
From Memorable -> Consistent
Stop Chasing Clients, Build a Pipeline
What shifts:
- From hope -> structure
- From randomness ->intentional flow
What attendees gain:
- A working pipeline
- A repeatable system
- Relief from feast-or-famine cycles
This is where visibility becomes momentum
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PHASE 5 —VALUE & CONVERSION
(May 26 — Ross Session 3)
From Consistent -> Compelling
Communicate Value That Converts
What shifts:
- From talking about yourself -> speaking to transformation
What attendees gain:
- Client-centered messaging
- Clear articulation of value
- Stronger conversion conversations
This is where momentum becomes opportunity
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PHASE 6 —DECISION & CLOSING
(June 9 — Sophia Session 3)
From Compelling -> Chosen
Why Great Coaches Don’t Get Hired
What shifts:
- From “good conversation” -> “clear decision”
What attendees gain:
- Understanding of decision dynamics
- Ability to move conversations forward
- Awareness of where things break
This is where opportunity becomes commitment
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| PHASE 7 —OBJECTIONS & CONFIDENCE
(July 14 — Sophia Session 4)
From Chosen -> Confident
Stop Freezing When They Say No
What shifts:
- From fear -> grounded presence
What attendees gain:
- Language for objections
- Confidence in tough moments
- Ability to stay in the coaching seat
This is where commitment becomes resilience
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PHASE 8 —GROWTH & EXPANSION
(September 8 — Sophia Session 5)
From Confident -> Growing
Your Network Is Not Cold
What shifts:
- From “I need leads” -> “I activate relationships”
What attendees gain:
- Clear outreach strategy
- Activated network
- Immediate opportunities
This is where resilience becomes growth
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ICFSFL Chapter Business Building Series
Get and Stay Hired!
PHASE 2 — TRUST & VOICE IN THE MARKET
How to Build Trust in a Trustless Age
Articulate a strong Point of View and defend it.
Coaches with full practices don't sell their services—they sell their point of view. Learn how to craft a compelling story that builds trust, rallies clients around your philosophy, and scales through AI without losing what makes you authentic. Stop promoting your credentials. Start promoting what you believe.
Actionable takeaways:
- A sharp, defensible point of view that differentiates your practice
- Tactics to build trust through story, not credentials
- AI strategies to amplify your message while staying authentic
About the Speaker: Ross Drakes
Creative-turned-entrepreneur Ross Drakes knows the challenges of building a brand and, more importantly, a brand people care about. He founded Nicework, a branding company, 18 years ago to enable this with work ranging from global companies like Nike to award-winning cocktail bars. Ross teaches businesses and their leaders the secrets to building brands people care about and the strategies that support them. Because the world really doesn't need another boring brand.
Currently, he is immersed in the intersection of emergent technologies and business leadership. His focus includes teaching business leaders how to embrace and integrate these technologies into their organisations without losing the humanity in it all.