Why Helping Everyone Is Hurting You

Your brand doesn’t need to be for everyone.

In fact, trying to make it appeal to everyone is exactly what's hurting it.

This might feel strange or even a little uncomfortable at first, but let me explain.

When you started coaching, you wanted to help people deeply.
You wanted to make a difference, so you stayed open to helping everyone.
You said yes a lot. You welcomed anyone who asked for help.
You made your offers flexible enough for almost anyone.
At first, this worked well. You learned a lot and kept your heart open.
But at some point, things started feeling off.

It's not because you're doing something wrong.
It's not because you're tired or burned out.
It's simply because you've grown—and your coaching needs to grow too.

This isn’t just about finding the ideal client for your brand—
it’s an opportunity to get clearer on who you’re truly here to help.

Here's the simple truth:

The person you’re meant to help is your past self—
the one still climbing the mountain you’ve already summited.

You don't have to guess what they need or do lots of research.
You know them because you've been in their shoes.

They're facing things you've already faced.
They're asking questions you've already asked.
They're secretly hoping someone understands how they feel.

As Seth Godin says:

"People do not buy goods and services. They buy relations, stories, and magic."

Your ideal client isn't just an imaginary person.
They're someone whose feelings you naturally understand.
When you speak directly to that person, everything becomes easier.
Because you're no longer guessing.
You're remembering.
You’re not just offering help—you understand what it feels like.
And more importantly, you know how to guide them through it.

There is no need to convince them.
You just need to speak honestly from your own experience.

There is no need to "market" yourself.
You just have to clearly and honestly share what you've lived.

"Customers aren't looking for another hero; they're looking for a guide." — Donald Miller

Speak clearly to that one person.
Build precisely for them—the one no one understands better than you.
And trust yourself enough to let everyone else pass by.

This isn't about limiting yourself.
It's about liberating yourself.

Because when the right person hears your message, it doesn’t feel like marketing.
It feels like being seen.
It feels like relief.
It builds the kind of trust you can’t manufacture.

It turns your brand from something you constantly have to manage
into something that naturally supports you—
from a performance to curate,
to a clear reflection of who you are and who you’re here for.

If you're ready to get clear right now, here are five questions to help you discover who you're meant to help:

What was the most defining experience I’ve lived through—the one that forever changed how I see myself and the world?

Who do I instinctively know how to guide—because I’ve walked where they are, not just studied their struggle?

If I could go back to that version of myself, what would I say? What kind of support would’ve changed everything?

Start with these questions.
Your ideal client isn't just a group of people.
They reflect your own journey and truth.
Build your brand for them. Everything else will fall into place naturally.

Until next time—keep climbing.
– Shaan