Build Your Real Market Position

Time-Stamped Key Points

0:00 – Opening and Call Setup
Courtney opens the Advanced Strategy Mastermind and welcomes the group.

1:15 – Rob’s Equity Deal Update
Rob shares that the equity, retainer, and licensing opportunity discussed the previous week has now expanded into two potential deals.

1:49 – Four-Year Value of $8 Million
Rob explains that the first potential deal has a four-year value of around $8 million.

3:51 – Catherine’s Messaging Struggle
Catherine shares that she has been up all night after attending summits and follow-up trainings around coaching, messaging, and offers.

4:51 – Finding the Niche, Still Struggling With Words
Catherine explains that she has found her niche but is still trying to pull the pieces together into clear messaging.

5:31 – Three-Sentence Message Challenge
Catherine says she struggles to summarize who she serves, what she does, and the result they get.

6:17 – Dangerous Messaging Trend
Courtney says there is a dangerous trend of business coaches trying to wordsmith their way to success.

7:27 – Rob’s Messaging Lesson
Rob shares that he struggled for years by trying to be all things to all people while also needing clients.

8:27 – Getting in Front of More People
Rob explains that he has been using BJ’s material to get in front of more people consistently, which led to new opportunities.

9:05 – Smart Connect Activity
Rob says he did four to five smart connects per day for two weeks, plus follow-ups, which helped create momentum.

9:49 – Two NDAs and Equity Deals
Rob shares that his activity has led to two NDAs and two equity, retainer, licensing deals.

10:12 – Not All Coaches Deliver the Same Thing
Rob explains that every coach’s offer and delivery should reflect their experience, skill set, and natural strengths.

10:41 – Healthcare Niche Discovery
Rob notes that although he has a factory and shop background, his unique niche appears to be in healthcare.

11:13 – Courtney’s Core Reframe
Courtney tells Catherine that if she understands the concept he is about to explain, it could end the months-long messaging struggle.

12:39 – Wordsmithing Is Not the Business
Courtney explains that many coaches are trying to create success through clever wording instead of building real differentiation.

13:12 – Strong Message Without Delivery Is Fraudulent
Courtney warns that if the message promises something the business cannot truly deliver, it creates a credibility problem.

14:12 – Build the Business First
Courtney explains that the coach must first understand what the business truly represents and what it can actually do.

14:44 – Becoming a Monopoly in the Marketplace
Courtney says coaches can help clients become a monopoly in their marketplace, but that marketplace exists inside the prospect’s mind.

15:31 – Marketplace Lives in the Client’s Mind
Courtney explains that market dominance happens when prospects think of one provider first and see that provider as the obvious authority.

16:00 – The Dominant Rung
The top rung in the prospect’s mind is the dominant rung, where a business has a true Market Dominating Position.

16:54 – Resonating on the Right Wavelength
Courtney explains that coaches become magnetic when their message, positioning, and value resonate with the right prospect.

17:48 – Kids Haircut Place Example
Catherine gives the example of a kids haircut place, and Courtney uses it to explain product-level vs. organizational-level MDP.

18:14 – Product-Level Commoditization
A haircut can easily feel like a commodity because customers may not know whether it is great until after the service is delivered.

18:59 – Product-Level MDP
Courtney explains that a phrase like “cuts that moms approve” may be a product-level positioning idea.

19:26 – Organizational-Level MDP
Courtney says the coach’s role is not to make the stylist better at cutting hair. The coach helps build a better business.

19:57 – Unique Operating Systems Create Dominance
If one haircut business uses drip campaigns, digital marketing, CRM, client data, and better follow-up while others do not, that business becomes stronger.

21:10 – Birthday Call Pharmacy Example
Courtney shares that a pharmacy called him with an automated birthday message, which made him feel more connected and likely to return.

22:33 – Red Ocean to Blue Ocean
Courtney explains that many businesses are trapped in a red ocean of competition, and coaches help move them into a blue ocean by making them unique and superior.

23:03 – Client Needs Go Beyond the Product
A hairstylist may think they only provide haircuts, but clients also value experience, connection, personalization, and follow-up.

23:54 – Leadership vs. Authority
Courtney distinguishes leadership as a title from authority, which is earned through trust, performance, and respect.

24:46 – Messaging Does Not Create Authority
Courtney explains that messaging alone can make someone look like a leader, but authority is earned over time.

24:58 – Results Create the Strongest Message
The strongest message comes when a client experiences results and tells others about it.

25:37 – People Do Not Trust Ads Like They Used To
Courtney explains that people are more skeptical of advertising and are already listening to trusted influencers in their lives.

26:17 – Purple Cow Concept
Courtney references Seth Godin’s Purple Cow and explains that businesses must be truly remarkable to stand out.

27:27 – JV Partners as Influencers
Courtney explains that instead of chasing every prospect directly, coaches may be better served by connecting with trusted JV partners who already influence those prospects.

28:30 – Ingredients Matter More Than Message
Courtney compares messaging to claims that must be backed by real ingredients, real capability, and real delivery.

29:20 – MDP Flywheel
Courtney introduces the MDP flywheel and explains that market dominance begins with capacity.

29:33 – Innovation Creates Capacity
The MDP depends on the extent to which a business innovates in ways that matter to clients.

30:16 – PAS as Capacity Builder
Choosing Focused.com and using PAS gives coaches a capacity advantage because the tool helps them deliver unique and superior value.

30:59 – Capability Creates Confidence
Having the tools is capacity, but learning how to use them creates capability. Together, they create competence and confidence.

31:27 – Confidence Becomes Magnetic
Courtney explains that true confidence comes from competence, not just mindset work or meditation.

32:15 – Clever Messages Are Easily Copied
If a coach finds one perfect message, others can copy it quickly. Real MDP requires a moat around the business.

33:36 – Mark Adds the Problem/Solution Frame
Mark connects the conversation to Karl’s teaching: clients have problems they do not want, and coaches offer solutions they want but do not have.

35:02 – Catherine’s Free Client Example
Catherine shares that her free client is a kids haircut franchise that is smart, willing, and taking action.

36:00 – Mobile Haircut Market Idea
Mark suggests an untapped market around mobile haircuts and beauty services for elderly people, nursing homes, retirement homes, and shut-ins.

38:24 – Hair Styling Parties
Mark suggests group-style mobile hair appointments for bridge clubs or small groups, which could create higher revenue from one visit.

40:28 – Building, Not Wordsmithing
Courtney asks Catherine whether she is going to build an enterprise or wordsmith her way to success. Catherine says she is building.

41:15 – Unique and Superior Value
Catherine says Courtney’s phrasing helps because it gives her a broader framework for how to describe the value she helps create.

41:29 – Numbers Are Not Sexy to Some Clients
Catherine explains that the people she works with may not understand numbers or want to talk about numbers, even though the math matters.

42:21 – Karl’s Bombs Do Not Always Fit Everyone
Catherine explains that many of Karl’s phrases feel too masculine or too much like Karl for her to use authentically.

43:19 – Need Words for Real Situations
Catherine clarifies that she still needs words for emails, networking events, and outreach.

44:09 – Find What Comes From You Naturally
Courtney explains that the best words will come from how Catherine naturally sees her business and the value she creates.

45:00 – PAS MDP Section Walkthrough
Courtney shares the PAS Market Dominating Position section and shows that building an MDP is much bigger than writing one positioning statement.

45:27 – The Apple vs. Definition of the Apple
Courtney explains that the clear positioning statement is only the definition of the apple, not the apple itself.

46:22 – The MDP Statement Is Not the MDP
Courtney emphasizes that the elevator pitch or positioning statement communicates the MDP, but it is not the MDP itself.

47:11 – The Company Is the True MDP
Courtney explains that the true market dominating position is built through the company’s systems, capabilities, and delivery.

48:06 – Personalized MDP Messaging
Courtney notes that many large companies now personalize messaging to specific customers instead of relying on one broad corporate statement.

49:41 – Who Is Looking for You?
The conversation turns to identifying who Catherine actually wants to attract and who gives her energy.

50:17 – Who Would You Bring Home for Dinner?
Phil suggests asking which clients feel natural, energizing, and enjoyable enough that you would metaphorically bring them home for dinner.

51:27 – Be Fascinated, Not Fascinating
Courtney reinforces that coaches should first seek to understand, be interested, and be fascinated by the prospect.

52:13 – Research Before Outreach
Courtney suggests researching ideal JV partners and identifying how to help them before approaching them.

53:12 – Tourist Looking for Directions
Phil shares the metaphor of being a tourist looking for directions: approach the market with curiosity and ask questions before assuming the answer.

53:31 – Interview the Market
Phil suggests interviewing people in a segment to learn common problems, then turning those insights into workshops or resources.

55:18 – Clients Are Fatigued With Sales Pitches
John shares that the conversation helped him see how referral partners and relationships can cut through sales fatigue.

55:34 – Authentic Messaging Matters
John tells Catherine that he also had to adapt phrases like “find $100,000 in 45 minutes” to match his own tone.

56:41 – Right Room, Right Message
Catherine says some phrases may work in some rooms, but not in her room or with her style.

56:57 – Catherine’s Real Result
Catherine shares that she found her kids haircut client $38,000 in two weeks by doing two things.

57:05 – Results Become the Real MDP
Courtney says that when the client tells others about that result, it becomes more authentic and believable than anything Catherine could say herself.

Five Key Takeaways

• Coaches should stop trying to wordsmith their way to success and start building real capacity, capability, and confidence.
• A positioning statement is not the MDP. The true MDP is the business’s ability to deliver unique and superior value in a way competitors cannot easily copy.
• Messaging should be authentic to the coach’s voice. A strong phrase from Karl, BJ, or another coach may not work if it does not sound natural coming from you.
• JV partners and trusted influencers may be a better path than chasing cold prospects because they already have the attention and trust of the market.
• Real results create the strongest message. A client who shares that you found $38,000 in two weeks is more powerful than a polished tagline.

Notable Quotes

“Too many businesses are trying to wordsmith their way to success.”

“If the message is fraudulent, it does not truly represent what that business can do.”

“The marketplace really operates in your client’s mind.”

“You are there to help them build a company.”

“Leadership is a title. Authority is something that is earned over time.”

“Messaging will not make you an authority.”

“What will give you the natural confidence is competence.”

“The MDP statement is not the MDP.”

“The true market dominating position is the apple.”

“Be fascinated in them.”

“Seek first to be interested, then to be interesting.”

“Be a tourist looking for directions.”

“I’ve found him $38,000 in two weeks doing two things.”

Action Steps from the Call

1. Stop trying to solve every client acquisition problem with a better sentence.
2. Clarify the real value your coaching business can deliver.
3. Identify the markets or clients that give you energy.
4. Look for prospects you naturally want to understand, help, and serve.
5. Build your offer around unique and superior value, not generic coaching language.
6. Use PAS to strengthen your capacity to diagnose and solve business problems.
7. Practice using PAS until capability and confidence improve.
8. Review the Market Dominating Position section inside PAS.
9. Separate your true MDP from your MDP statement.
10. Build the business “apple” before obsessing over the definition of the apple.
11. Identify what competitors cannot easily copy.
12. Look for ways your clients can move from red ocean competition to blue ocean positioning.
13. Help clients build organizational-level advantages, not just product-level claims.
14. Use client outcomes and testimonials as stronger proof than slogans.
15. Research potential JV partners before reaching out.
16. Look for trusted people your ideal clients already listen to.
17. Interview prospects or market participants like a tourist looking for directions.
18. Gather common problems from the market before building workshops, content, or offers.
19. Rewrite any Focused.com phrase or “bomb” so it sounds natural in your own voice.
20. Use real client wins, like found profit or improved systems, as the foundation of future messaging.

Resources & Tools Mentioned

• Advanced Strategy Mastermind
• PAS / Profit Acceleration Software
• Market Dominating Position / MDP
• MDP Flywheel
• Jumpstart 12
• Jumpstart 40
• CRM
• Digital Marketing
• Drip Campaigns
• JV Partners
• Purple Cow by Seth Godin
• Blue Ocean / Red Ocean
• AI
• Focused.com
• Business Coaching Dojo
• Conversion Summit
• Lead Summit
• Smart Connects
• NDAs
• Equity Deals
• Retainer Deals
• Licensing Deals
• Kids Haircut Franchise
• Mobile Haircut Services
• Nursing Homes
• Retirement Homes
• Elderly Care Market
• Referral Partners
• Influencers
• Market Research Interviews