For well over a decade, I’ve had the privilege of working alongside entrepreneurs—brilliant, gritty builders chasing big visions in a complex market. In that time, I’ve helped scale brands, unlock growth, and solve thorny problems. But I’ve also wrestled with one nagging question:
What do I call myself?
Advisor? Consultant? Strategist? Mentor? Coach? Truthfully, I’ve been all of those things. And as someone who’s always resisted the urge to fit neatly into a box, I’ve avoided choosing one label.
But over the past several months—as I mentioned in my last article—I’ve been working to codify my approach, to document the frameworks, rhythms, values, and practices that have helped the founders I serve grow their businesses and become more grounded, focused, and fulfilled.
I recently presented this “roadmap” and “coaching bible” to a group of top-tier consultants and coaches from around the world. And the feedback was resounding:
Call me coach. Actually, call me a high-performance coach.
What’s the Difference?
A lot of people use the words “advisor,” “consultant,” and “coach” interchangeably. But they’re not the same—and it’s helpful to clarify the distinction:
- An Advisor is a sounding board offering occasional insight, context, and strategic direction. They are great when you need a second brain but don’t want deep engagement.
- A Consultant solves problems. They bring expertise, frameworks, and straightforward answers. They’ll often do the work alongside you, or for you, to help you move faster.
- A Coach holds space. They help you think, reflect, and arrive at your answers. The transformation is internal.
- A High-Performance Coach? That’s something deeper. It’s a partnership that blends deep industry knowledge, coaching, challenge, accountability, and structure. It’s about building clarity, energy, courage, productivity, and influence systems.
It’s not about doing more, it’s about becoming more intentional.
The Five Pillars of High-Performance Coaching
In shifting toward high-performance coaching, I’m anchoring my work around five key pillars:
- Clarity – Know who you are, what you want, and what matters most. Without this, progress is aimless.
- Energy – Mental, physical, and emotional stamina are non-negotiables. You can’t pour from an empty cup. You are the most essential asset in your business.
- Courage – Bold moves. Hard conversations. Deep alignment. Courage is the bridge between vision and execution.
- Productivity – Focus on what truly moves the needle. Work smarter, not faster. Remove distractions. Learn to discern the important from the interesting.
- Influence—Great entrepreneurs don’t build alone. This is about leadership, communication, and community. It’s about harnessing collective intelligence.
These aren’t just buzzwords. They’re levers. And in my work, I’ll pull on each of them—intentionally, consistently, and with purpose. I never forget that we are here to build CPG businesses.
Grounded in Core Values
My approach to high-performance coaching isn’t cookie-cutter. It’s shaped by values that run deep:
- Karmic Boomerangs – Giving without expectation of reciprocity.
- The Kyle Principles (Kyle Koehler of Wildway first coined these)
- Purpose Over Profit – It isn’t worth the profit if it doesn’t align with your purpose.
- Significance Over Scale – Bigger isn’t always better. Meaning matters.
- Collaboration Over Competition – The best comes when we build together.
These values guide my work and shape my clients’ experiences. They appear in my questions, the tools and exercises I use, and the challenges I pose.
Small Steps, Big Change
Entrepreneurs often come to me looking for a breakthrough—something big, something fast. But here’s the truth:
Transformation doesn’t come from giant leaps. It comes from taking small daily steps that feel almost invisible in the moment but compound powerfully over time.
It’s the weekly check-in, the mindset shift, the honest conversation, and the commitment to take just one meaningful action.
That’s how real transformation happens. That’s the difference between movement and momentum.
My Promise
Here’s what I can promise those I serve:
We will make real progress doing meaningful work.
Every conversation will move you forward.
And I’ll hold you to the standard of the future you want to build.
That’s the path to transformation. That’s the path to fulfillment.
Let’s go!
