Coaching Mastery Community: Our 7 core Values

Sheri: So Faisal, what I would like to do is unpack a little bit the values around the Coaching Mastery community as a way of demonstrating the story and how it relates and, and our experiences as it relates to developing those core value statements.

And then and just kind of use that as an opportunity, for example. So the Coaching Mastery community, Faisal, do you wanna kind of quickly share the origins of the Coaching Mastery community? 

Faisal: Yeah. And that connects to the story. So the Origins of Coaching Mastery Community was just a bunch of frustrated coaches, nothing was working.

And then Jeff Cockrell just sent a message. One of our partners sent a message in the Facebook group and the CHPC community. It's like, Hey, you know, we've been doing all this beta coaching, but do you guys wanna try something different? And he had an idea for that, which I liked. It was brilliant, was to start a chain.

Instead of doing it back and forth coaching each, you coaching me and I'm coaching you. Instead of that, we have a group of people. I'll be coaching you, you'd be coaching the next coach. The next coach would be coaching me. Sort of something like that. And then we also got together to kinda deconstruct like what happened, what worked, what didn't work.

So we gave each other individual feedback, but we also got together once a week to discuss that, which is actually the core of what we do in C M C to this day. It's there, it's one of the, two the most, the main components are the mastermind discussions and the coaching chain. And as we started, so originally when we did that, it was actually a lot of fun because we were only going through C H P C framework certified High-Performance Coaching framework, and we were bringing each topic for example, we're talking about cl, we did a session on Clarity individually, and then we bring back that same session and we would discuss that.

It's like, okay, what worked in that session? Where did you struggle with? And we got feedback. And the more conversations that we had, the more one of two things happened. One is like, oh, I really know what I'm doing in this specific area. Oh yeah, I, I don't think I should be trying this other. And, and then we, oh, that's really good.

That person's coach is trying, let me give it a try. So we go back and try something else. And it was actually shocking for me because at the time, like I had tried so many different things and I'm like, oh, I'll try one more thing. It doesn't. But I was shocked. After about a few months, six months or so, I'm consistently seeing now I'm reaching out to more clients.

I'm connecting with more clients, I'm having more conversations and was translating anything, and I never thought of just conversations without any kind of specific model that will help me get clients. But what it did was it helped me to build confidence in my own process. It helped me understand what other coaches are doing in their skill sets.

And initially, we were only talking about coaching skills. Later on, we hesitantly went towards business because everybody is insecure about that area for some reason. Yeah. Including me, So as we started doing that, and I still remember last time, I think two and a half years ago when we were in Phoenix and, and I was walking with Jeff there from our Airbnb too, I think when we were walking to the conference hall for certified high-performance coaches. And he is like, you know, I think it, it, it like, we got a lot out of it and he's like, we're just gonna like that. That should be good. We give a lot of people value. We got a lot out of it. And, I'm like, are you saying you wanna stop this

He's like, yeah, I mean, it ran its course. It was good. I'm like, are you kidding? This is the most I've gotten from anything that we've done. He's like, oh really? tell me more. And then that translated to us, it was like, okay, what would it look like if we just invite more coaches? It's a volunteer thing we're doing.

And we got the CHPC community involved. We talked with Brendan's team. And it was interesting mama b, Brendan Brendan's mom, kind of booked the restaurant. We didn't even know, cause we talked to so many people. If she booked a restaurant for us, there were like 30-plus coaches that showed up.

And everybody had the same challenges that they were struggling with, and the idea was very, again, it's like, Hey, let's get together. Don't just see each other once a year or once a month. Let's be in consistent conversations and support each other to move ahead, and the whole idea came from building that community to support each other and give each other feedback from trying things, not just based on a model or a theory, but real-life trying things.

Sheri: Excellent. That is the origin story of how the Coaching Mastery community was birthed, and it was birthed out of a need. Out of just, you know, I mean it w it they were trying to solve a problem that the coaches were struggling with, and that's, how do I get better? How do I, how do I gain confidence?

How do I gain confidence through competence, which happens through action and just all of these things? And so one, we have six, actually, seven core values that we have distilled with the Coaching Mastery community. And the first one, these aren't necessarily ranked there, there's no, like, this is the most important.

They're just, they're seven equally important. And one of 'em is the relentless pursuit of mastery. Mastery is a word that All of us that were part of the beginnings of this really felt very drawn to because we wanted to become really good. We knew that the better we were, the more of an impact we could have.

And so this idea of pursuing mastery relentlessly always, you know, not giving up, you know, just continuing to grind whatever that looked like was, a core value. And we have interacted with coaches over the last couple of years in our community who didn't have this core value. And as we went. Because clarity comes through or comes in action, right?

Like that's something I've heard people say a lot. You get more clarity about things as you take action. So it's okay to move forward even if you're not a hundred percent sure how it's all gonna happen or what you're doing. So we realized in interacting with some coaching, some coaches in our community that weren't, didn't demonstrate that they really cared a lot about continuing to pursue mastery.

Oh, as a leadership team, we were hitting our heads against the wall, being like, how can we help them? How can we help them? Until we realized, oh, they have to, want to be helped in order to be helped. So in your coaching journey, you're gonna find as you take action, even if you don't have a hundred percent clarity, cuz clarity really is a constantly evolving thing.

As you take action, as you start to meet with clients and have different clients, you're gonna realize there are some clients you're definitely drawn to. And if you understand what your core values are, you're gonna start to see why you're drawn towards those clients. Because there's gonna be an alignment in some really important values.

And then there's gonna be other clients who are like, oh my gosh, I get done with that session, and I'm like, drained. Or I'm irritated with them, or, you know, I mean, there's gonna be stuff that you recognize in yourself that's coming up, and that could be a signpost that there is a values misalignment.

 So just kind of be aware of that. The second our second core value is very closely related, and that is that embracing, we embrace mastery as a journey, not a destination. So Faisal I'm gonna punch that one to you to talk a little bit more about. 

Faisal: Yeah. And now just as soon as you said that I'm actually happy.

So I've had one client in the past few years who I did not feel aligned with and I took him on with this thing that he really needs help. And I and it wasn't even a, it was a group client and I gave him just one or two one-on-one bonus sessions. And just the alignment and values weren't there.

Even within the groups, I could tell he was shrinking because he wasn't even aligned with the rest of my clients as much. And then he got, he actually got some value out of the program, but I could tell he was in the wrong place. And I was very close to saying like, this might not work out, but he actually sent me an email saying, Hey, I'm, I'm thinking about taking a break.

I'd love for you not to charge me. I know I already got charged a few days ago. But if you can stop the payments I literally refunded the last one too, I'm like, that's okay. I completely understand. And I'm having a final conversation with him. Just give him some feedback and he had some feedback from me too.

I'm actually looking forward to that conversation. This will be the end of the client's lack of values alignment because I've done that in the past. It's a good thing this was in a group setting, but I've done this one-on-one. It is a painful process because you are trying to help a client who's just not in that space with you.

They're just, and, and it's like a constant pulling push and it just feels painful. It's just, it doesn't work. So it kind of reminds me of that. But going back to mastery and looking at it as a journey just, you can look at it in so many different ways, but looking at it primarily as in the coaching world, this is why it's so important to be connected to our story.

I have a lot of realization from the Cancun event, the Ever coach event, something that Aji said was really powerful he was talking about business, he was talking about bigger businesses. He was saying how you structure your pricing. And one of the things that he talked about is that initially when you were starting out, charge high to get high-end clients because you won't have a lot of volumes, but as you develop volume charge low,

And then somebody raised a question and was like, well, there are companies who charge high when they develop volume. And he said something that I really connected with. He is like, well, they've lost sight of what their original mission was. And what he went back to is like, one of the things they're trying to do in Evercoach and mind value is that they're trying to make it accessible to a lot of coaches, certifications, and, and communities.

And they're able to charge less now because they are, they have a lot of volumes. And he said I could charge more, but then that would be very disconnected from my original mission when I started this whole thing. And that's connected to his values. And, as soon as we lose sight of why we started something, why is it so deeply important to us?

Our story? Then you can, like, you can get so like once you get into the business, once you get over the pain side of the business and it becomes fun. This can just become a money-making machine. It will have no purpose other than the fact that you make money. Then that's where it tends to go downhill.

That's where you see businesses that are not really serving you. They just have built trust and credibility and have a product that adds some level of value, but they're, they're just working on momentum. And so I think going back to the why is mastery important? Well, why do coaches start?

 I can bet that 99 out of hundred coaches will be that, hey, they struggled with this part of their life. They were working through it themselves. They were having challenges with their relationships, with their life, with their business, and with so many parts of their life. And they had to go on this actually journey of mastery.

To learn about more about themselves and coaching became one aspect of that process, and it became a very powerful aspect of that. And this is why you're connecting with your clients. And as you're connecting with your clients, you almost always find out that your tools are not enough. What you know is actually not enough.

The way you run the sessions is not enough. You constantly need to improve and get feedback and serve your clients better. And much of my growth has been just, just like being stuck in sessions. Like, I don't know which direction to take this in. It's like, maybe I need to learn a little bit more.

Maybe I need to join this other conference. Maybe, maybe I need to take this back to the community and get feedback on this. That has helped me grow and be constantly on that learning journey because. Coming from the engineering world, for example, this is much more complex to me than that because human beings are much more complex.

If you look at 'em from a machine standpoint, there's a lot. Absolutely. It's, it's like you will be shocked, as you'll be in a session like, oh, okay, I feel very confident. You're in the middle of like, oh shit, I don't know what direction this is going. I need to learn a little bit more about this. So without mastery, it actually, you will not be able to create that higher impact.

And if you can't create impact, it'll be very hard for you to create more profit initially and sustain that profit because you're not getting the referral, the referrals that you need. You're not building a following of clients who will support you consistently get your message out there because they're, they've gotten the value.

Yeah. And you'll constantly be stuck by, you'll get a bunch of clients and then you'll run out. You're like, what happened? 

Sheri: So, you know, I think I love what you're saying. Faisal. And you know, it goes back to, as a community, the Coaching Mastery community embraces mastery as a journey. But there are other coaching communities that don't function that way. They're, they're giving people, you know, the ABCs the tactics to do a thing or to achieve a specific goal. And so then once they achieve that goal, they're done, which is fine. I think there's a, there's a time and place for that. And as a coach you might have a specific system that so for example, maybe you're a weight loss coach and

you know, you help, you provide a framework to help clients you know, whatever, get, maybe lose 20 pounds or 30 pounds or get to a certain kind of goal weight or per percentage body pad or whatever. And you're providing some coaching along with that, the specific framework. And so is that your program?

Is that your goal? Is that, is there kind of an endpoint at which your client will say, great, thanks, I'm done. I don't need you anymore. I accomplished the thing. And if you are, I think that's okay cuz that's a certain model of coaching. But then there are other types of coaches who are like, no, I'm wanting to achieve and help my clients achieve like a, a high level of satisfaction in life and, you know, be a high performer.

Both Faisal and I come from that background, and we know that there is never a point where we're like, yep, I'm a high performer now. I'm done. I've learned everything I can learn. You know, there's always, always more opportunity to get better. And so we embrace mastery as a journey, as a core value. And so, you know, what do you believe and how do you portray that to your clients?

Now Faisal was also talking about something that transitions very nicely into another one of our core values, and that is given to grow. And so in our community, we absolutely believe this idea that we gain a ton of growth professionally, personally, relationally, all of the ways when we give to other people.

And so we've seen that I mean, we see that all the time in our community. And you brought up a couple of examples, Faisal about demonstrations of that and what you experienced at your retreat in Cancun. And. Aji, that's clearly one of his you know related to one of his core values as well, because as his business is growing, then he is able to give more and realizes that by giving more and creating that culture, there is gonna be more growth, more widespread and impactful growth that happens.

Faisal: And, and he actually shared a part of his vision cuz he's, he originally came from India and, and he is like, it's very interesting. He actually inspired me in so many ways. Cuz originally I bought his book, the Book of Coaching and I'm promoting him right now without him asking. So there, there are reasons there, right?

The business book of coaching is a great book, by the way, for any coach. The Business for Good Coaching is only on pdf self-published, but it's very, actually liked it even better than the book of coaching. So when I first saw him in mine Valley, it was, in Europe this past summer. And I just watched him on stage and one of the limiting beliefs that I had was that as a brown Middle Eastern person, I do have an accent maybe not as much as he does.

And I have this other background and I don't know if I'll ever be successful. And then I watched him talk on video and I. Okay. That's bullshit. But then I, when I saw him in, on that stage, yeah. He has a big accent. He has a big Indian accent and to this day, he is, he is running one of the biggest coaching platforms in the world.

One of the biggest educational platforms and, and, and personal growth. That's in English. And that kind, that really and he talks about it. He's very upfront about it. He's like, yeah, you can see that I have an accent. Doesn't bother me. And he's not doing anything about it. but then a couple of things that he mentioned in terms of his vision, that were very interesting.

So he didn't just like when he was talking about giving, he wasn't just saying that, oh, well no, you need to build a business to charge more and do that stuff. He's like, you know, ideally you, because we're a bigger platform, what we wanna do is we wanna take coaching to places like India or anywhere there where their resources are not as much as the western world.

And we don't wanna charge in dollars, we want to charge in rubies there. Because it doesn't make sense for me to charge in on in dollar there because their currency is such a huge, wide difference. And that's what holds some of these places back because they can't invest based on their income in programs like this.

Unless they're really well off, they can and there are people who do From there is like my goal is to do something like that. As soon as he said that, that brought a lot of excitement to be connected to his brand. I'm like, oh shit. He's doing something really big and it's impacting a lot of people around the world.

 And then it will bring everybody else together. Like within those messages, we're constantly demonstrating our values. When we're talking about our vision, our story, like what we're trying to do, and, and this is what, and this is a part where coaches struggle a lot too.

Like we don't, we're not open enough. Like we, like one of the biggest fears I know coaches have and many coaches there, even in the conference we'll say, is like, I don't know what it is, but I can't seem to talk about myself. I can't seem to talk about like what I'm trying to create. There's a big fear because it's so close to our hearts.

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