The Real Reasons Clients Choose You (And it's Not Your Framework)

Ten years ago I decided I needed a coach. Not a cheerleader, not a hype woman, someone outside my business who could help me actually grow it. And I had one non-negotiable: they needed at least one anchor point into my life.

I'm regional. I'm a mother. I run a farm. Groceries are an hour away. I wear more hats in a week than most people wear in a year. And I knew that whoever I learned from needed to grasp at least one piece of that, because my business has never existed in a vacuum. Yours doesn't either.

It Was Never About Finding A "Mum Coach"

I want to be really clear about this, because it gets misread a lot. I didn't go looking for a coach who was a mother because I believed mothers make better coaches. I didn't need a therapist to process motherhood alongside my business. I needed someone who could hear "I can't add another call day" and actually understand why, instead of treating it like an excuse.

I'm a big fan of Alex Hormozi. Genuinely, I think his advice is excellent. He and his wife Leila just announced they're expecting their first baby, and I'm so happy for them. But I'll be honest, his whole operation runs in a vacuum. Gym, caffeine, fasting, meetings, gym, bed. Win at all costs. And I find myself wondering how that frame of reference holds up once there's a small human who doesn't care what's on the calendar. We'll see. I hope it's wonderful for him.

My Business Was Never Going To Run Like That

There's a farm. There's a family. Groceries are an hour away and I can't outsource meal prep or laundry. Over fifteen years I've had a cleaner maybe 40 percent of the time, on a good run. Staff get sick, kids get sick, school holidays happen (you're probably in one right now). These aren't excuses. They're the actual shape of my life, and any advice that ignored them wasn't advice I could use.

So when the mainstream online business world told me to take three days out for an event, or add another call day, or be online eight to six every day, I needed someone who understood why that just wasn't available to me. Not someone to tell me to lower my expectations. Not someone to tell me to regulate my nervous system and growth would follow. I wanted real, practical, strategic advice, from someone who could build a genuinely ambitious business around real constraints, not in spite of pretending they didn't exist.

This Is Why I Work With Regional Women Now

It's not a demographic decision. It's a constraints decision. I know what it's like to be fiercely ambitious inside a life with very real limits on how you can pursue it. That overlap is what let my first coach skip past the part where I had to justify why the obvious solution wasn't actually obvious for me.

And I think this matters for anyone selling expertise, not just coaches. We tend to think our qualification is the framework, the methodology, the runway of experience. Those things matter. But sometimes someone chooses you because of the thing you thought was barely relevant. You're a mum. You live rurally. You changed careers. You're parenting a high needs kid. That lived experience doesn't make you automatically qualified. What it does is remove the need for the person in front of you to explain their life before you can help them live it.

Your Lived Experience Might Be The Thing

I didn't need my coach to live regionally, farm, or have kids my age. I needed one point where our experience overlapped enough that I trusted she understood what it meant to build something around a life that couldn't just be moved out of the way.

So here's the question worth sitting with. What's the thing in your experience that makes the right person look at you and think, she gets it? Not because your life matches theirs exactly, but because you understand enough of their world that they trust you to help them build something that actually works inside it.