In this episode, I talk to coach Sophie Swinn about what can change when you get clearer on who your work is really for, and start building your business accordingly.

Sophie shares how her business has evolved over the past year, from questioning whether she could really make coaching work, to developing a more focused offer for CEOs in scaling organisations, attracting higher-value clients, and growing in confidence as a business owner.

Together, we explore what clearer positioning actually looks like in practice. We talk about niching without feeling boxed in, using real client language instead of coaching jargon, experimenting with webinars and LinkedIn outreach, and finding a way to use automation without losing the human touch.

We also discuss pricing, longer-term retainers, and the internal shift required to stop charging mainly for time and start thinking more seriously about results, value, and fit.

This is an honest conversation about visibility, courage, sustainability, and what it can look like to grow a coaching business in a way that is more intentional, more commercially viable, and more aligned with the work you most want to do.

In this episode, Sophie and I talk about:

• how she became clearer about working with CEOs

• why niching can make your marketing easier, not harder

• the difference between coaching language and client language

• what she has learned from webinars, newsletters, and LinkedIn outreach

• how she thinks about AI, automation, and keeping marketing human

• why she moved away from six-session packages towards longer-term retainers

• what changed when she began thinking more seriously about pricing and value

• how improv has helped her with visibility, confidence, and getting things wrong

• the role of humility, experimentation, and consistency in growing a business

About Sophie

Sophie Swinn is a coach who works with CEOs and senior leaders, helping them think more clearly, lead more effectively, and navigate the complexity of growth. In this conversation, she reflects candidly on the mindset shifts, marketing decisions, and business development experiments that have shaped her journey so far.

Links

Find Sophie Swinn: www.swinnleadershipcoaching.co.uk

Find out more about Better Bolder Braver: www.betterbolderbraver.com

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