The Simple Profits Manifesto.

We design the business to be small by design. Not because we let fear win, or because we don’t want to live up to our potential. That’s not it.

There’s a version of going small with your coaching/consulting business that is a conscious choice. That fits your life and what you value. It’s there to serve you.

It’s not meant to be big. It’s meant to be beautiful and calm.

Small enough to see and attract others, but powerful enough to make you and your clients’ worlds bigger.

Small by design is about creating an exclusivity that creates a warmth, a coziness, a wonder to the world you bring people into — and more importantly, it makes it easy to run.

The idea is to create spaciousness for few but loyal and premium clients, serve them well, and in doing so prioritise the connection you have with them. We don’t want or need hundreds of clients, because we are doing it differently and having fun with a smaller number of people while we do it.

We only care for profits and cashflow that exist to serve our life and our family.

We don’t care for big top-line numbers, with huge teams we dislike and small margins that make us question it all. We want a business that provides cashflow for the things that matter to us.

80%+ margins is the goal.

The fact is, these businesses were always built to be profitable first. But somewhere in the middle of “scale at all costs,” that got lost.

Profits are a product of being very specific and conscious of how we build our businesses. We do things that are “unscaleable.” We are the product, and we sell access to us in many different ways to keep cash-flow consistent.

We hire software, and tiny teams we love. We use the tools of today to give us access to leverage. We hire humans that only plug the holes of our own inefficiencies. This can be:

• An editor
• A VA
• A simple helping hand

I’m probably going to hire my girlfriend as my creative director because I can’t edit videos and don’t know how to use cameras :)

This keeps things lean, small, profitable, and gives cashflow for the things we love.

We do one thing that others do terribly. We care the most.

Not for our bottom line. Not for our new acquisition strategy.

But for our clients.

We build our businesses to be clients first, because without them there is no business.

The tragedy of this industry is that almost all the energy in these businesses goes to acquisition over client care. And it’s a vicious cycle.

Clients who aren’t truly served don’t stay — so you need more new ones to replace them, so even more energy pours into acquisition, and the people who already trusted you get even less.

Round and round it goes.

We do the opposite. We put the client at the centre of everything we do.

We create for our clients first, and the market second. Our content derives from their questions — the whole waterfall flows from the problems we solve for clients first, then out to the audience. Solve it for the person already paying us, then share it with everyone else.

And we measure the right thing. Lifetime value. LTV is our highest standard, because it’s the number that tells us whether we’re doing our job. Solving people’s problems. Helping them.

We build the business guarded by rules based on what we value.

We decide what we actually value in our life first — and then we build the rules of the business around those values.

The funny thing is, most people never even think to do this. When they do, it’s always too late…

They build the business on other people’s models, which is what others value, without thinking about whether it will be for them… Before they know it, the business is bigger than them, making life feel smaller.

The rules we set are just values with teeth.

They help you decide how to market, sell, and deliver what you know. They are what hold the line when you’re tempted for more without thinking about the consequences.

For me, my rules are these:

Most likely, your values will hand you different rules. What matters is that they’re explicit, they’re yours, and they’re protected. They’re the guardrails that keep the whole thing an extension of you.

Build it this way, and the business ends up in service to your life — instead of your life in service to the business.

We don’t build personal brands.

We build worlds for our fans to explore…

A personal brand is about viewership. A world is about people — people who are hooked by our ideas, who want to explore everything we make, who get lost in the way we see things and keep coming back for more. We’re not building an audience that watches. We’re building a world our superfans want to live inside.

And we’re not just creating content. We’re creating a body of work — built on a thesis, a philosophy, a point of view about our market. A body of work compounds.

We build a universe they actually want to explore. And we lead them through it with intention — from follower, to engaged, to interested, to curious, to buyer. All very intentionally.

Part of how we do that is the short-form, long-form continuum. Short form is easy to make and it brings new eyes in. Long form is where we nourish and nurture — where people get properly bought into the ideas. We cycle people between the two, on purpose, drawing them deeper into the world each time.

Once they’re inside, we don’t sell. We invite them to buy a piece of it. One outcome, sold in many different ways. An access stack to us — different doors into the same world — that promotes variability in our income and keeps the cash flow consistent.

And we never compete on offers. We’re one of one. We don’t lead with offers, funnels, or tactics — we lead with our ideas, our positioning, our message. Because in a sophisticated, hyper-competitive market, that is the only thing that truly separates us.

Ideas win, not offers. We don’t want people to buy our offer — we want them to buy into us and our world.

We design our business like our favourite tiny champagne bar.

Imagine this. A place in the city, tucked away in a corner, that always has a line. There are only a few things on the menu. The owner knows you by name and has years of experience. You always end up staying longer than you planned. It costs a little more than the big place around the corner — but it’s always worth it.

It’s tiny. It’s small. It’s curated. And it’s all intentional.

We want a place no one wants to leave. A product everyone adores. Variety in how we serve it. We want to be great hosts — we want people to leave feeling happy and nourished, already counting down the days until they can come back. A place they rave about. A place they bring their friends to.

This is what expertise consolidated looks like. And it’s the hardest and most beautiful thing to pull off.

Well, this is the future I’m betting on.

Something small by design, designed for cashflow, built like your favourite champagne bar — where it gives you a place to host humans you love while helping them solve problems worth solving.

My belief is that this philosophy is the back-door the industry wants. Something that is more human and calmer. Helps you keep a business you may not retire from. Because you can’t retire from yourself.

If you resonate with this and want to work 1-1 with me to help you grow a high-profit coaching/consulting business in a simple, calm and meaningful way — I invite you to DM me “simple” on Instagram and I’ll send you my offer.

I only open a small amount of spots to work with me at one time because I have rules ;)

You can tell me what you’re looking for and what you’re struggling with, and I’ll give you some feedback and tell you honestly if I think I can help.

No pressure, no convincing you, or any of that bs. You can also book a call to chat if you’d rather.