Here’s an uncomfortable truth that you need to know as a coach: People’s trust (globally) has never been lower in government officials, business leaders, the media, etc. In other words, the credibility of institutions and individuals in authority positions is at an all-time low. And this is according to the Edelman Trust Barometer, an annual study that measures public trust. What’s more, things aren’t improving; they are getting worse. 

It’s becoming even more difficult to build trust. So, how does all this connect back to you and your coaching business? Well, trust is everything in business. If you don’t have trust, you don’t have a customer. The way you overcome this is by understanding your signature solution.

What is a Signature Solution?

Your signature solution is the unique core offer you are delivering to your clients. It’s the one thing that makes you YOU as a coach. Why does this matter? Because 82% of coaching businesses fail within 2 years. The solution is to package and deliver your offer in a way that clearly communicates the problem you solve. This is how you turn your life lessons into your launchpad. 

It’s all about turning the journey you’ve been on into something impactful for others. And this is critical in 2025 because the process of using your own experience is what helps you build trust in others. And this is a matter of understanding who you are and forming a stronger relationship with yourself. 

Who Are You, Really?

The starting point is always with you. So, who are you, really? I know that may be a bit of a silly question. Of course, you know you. And who am I to say that you don’t understand who you truly are? But I think we can agree that there are different levels to knowing. Some people don’t have a very deep relationship with themselves. 

Sure, they know what their favorite color is or what kind of ice cream flavor they enjoy the most. But truly knowing yourself goes much deeper than surface-level preferences. So, here’s a simple framework you can refer to deepen your understanding of yourself:

• Clarity: Rediscovering the struggles and hardships you’ve already overcome.

• Success: Revisiting the successes that you’ve had in your life.

• Uniqueness: Pinpoint what your unique path has been so far.

• Exceptional: Where are you far above average when it comes to certain skills, abilities, and competencies?

• Passions: What makes you come alive in life? What activities or subjects light you up on the inside? 

Uncovering who you really are and how you’re destined to serve others is a matter of understanding (and leaning into) what makes you a truly unique and special individual. 

Putting it All Together—Using Your Life Lessons as a Launchpad

The idea is that, as a coach, you want to be the guide for your clients. And the only way someone can be an effective guide is if they are familiar with the terrain they are leading others through. So, you want to reflect on the hardships and difficulties you’ve overcome, and use those as your core offer that you are leading your clients through in your coaching business. 

That is how you build a core offer based on authenticity and integrity. You look at your own struggles that you’ve overcome, and you use the knowledge and insight you’ve gain as a result of those experiences to help others who may not be as far along as you.

Final Thoughts

Identifying your core offer comes is a matter of uncovering the hardships you’ve overcome, and then helping others who may be experiencing those same difficulties. In short, it’s kind of like “paying it forward” in a way. For this reason, it’s critical to understand yourself on a deeper level, as that is the key to tapping into your uniqueness and reaching those who can most benefit from what you have to offer. 

And the good news is that we at Certified Flourishing Coach can help you in this process. We are an expert team of coaches and facilitators. Moreover, our ICF-Accredited programs are designed to provide all the tools you need to flourish as a coach. So, if you’re ready to thrive in your business and in your life, contact us today to learn more.

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About the Author

Abe Brown, MBA, CMCT, CPHSA is the Coach’s Coach and is an Entrepreneur, Professional Speaker, International Best-Selling Author, and High-Performance Leadership Coach. He is the founder of Certified Flourishing Coaching™ and the Flourishing Coaching Program™, and the CEO of Wellness Innovate Corporation. Abe is also the author of the Certified Flourishing Coaching™ Programs, which is an accredited ICF Coach Training Provider.

Abe is known as the Coach’s Coach and is people-first. He is passionate about supporting people, entrepreneurs, businesses, and non-profits to thrive. Flourishing people produce flourishing relationships, businesses, and workplaces, along with high performance and profound positive impact. Abe is also passionate about workplace mental health and changing the world by changing the workplace. Along with the team at Wellness Innovate,

Abe is the creator of Flourishing Workplace™.

Abe has started or led several businesses and non-profits into the tens of millions of dollars and has worked in the entrepreneur space, corporate space, and non-profit space at Senior Executive levels. As President of one of the largest Life & Executive Coach Training and Certification organizations in the world for 13 years, Abe trained and certified thousands of Life and Executive Coaches in over 20 different countries.

Abe is focused on coaching leaders, executives, and entrepreneurs towards high-performance, resilience, and over-the-top results in both life and business. Abe has also been a professional speaker for over two decades, having spoken in 4 continents and over 20 countries, to audiences of tens of thousands. Abe and the global team are pioneering the very first evidence-based coaching model that taps into the psychology of flourishing with a certified coaching practitioner lens.

Abe earned a Master in Business Administration (MBA) from the University of Calgary Haskayne School of Business and a Master in Education and Counselling. Abe is also a Professional Certified Coach (PCC) with the International Coaching Federation (https://coachingfederation.org/) and was a registered therapist for 9 years.