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In this episode, we sit down with veteran business and life coach James Wightman to discuss the reality of building a service-based business. If you are a professional looking to transition into coaching or a founder struggling to bridge the gap between where you are and where you want to be, this conversation provides a necessary reality check. James has been coaching professionally since 2013, but his path was not linear. He shares the story of "The Five Quits"—how he quit the same corporate job five times before finally committing to his own vision. This episode dives deep into the psychological and identity shifts required to move away from "expedient wins" and toward truly meaningful work. Key topics discussed in this episode: The Litmus Test: James shares the one question you must ask yourself before starting a coaching business to ensure you are built for the work. Identity vs. Strategy: Why your internal self-perception is often the "glass ceiling" for your business revenue and why strategy alone won't save a founder who hasn't done the inner work. The Five Quits: A look into James's journey of transitioning from a professional career to a full-time business owner, and the lessons learned from repeated attempts to leave the corporate world. True Coaching vs. Education: The difference between "educational programs disguised as coaching" and providing the space for a client to find their own wisdom. Gentle Candor: How to use radical honesty to improve client relationships and personal growth. Handling Rejection: Moving away from viewing sales rejection as a character assassination and learning to detach your identity from your business outcomes. Connect with James: Website: jmwightman.com