A
abilities. see also skills; talents
developing, 237–239
and inabilities, 36–48
unique (see unique abilities)
academic programs, 294–295
accounting software, 202
action
confidence testing before deciding on, 136–138
finding path to, in crucial conversations, 259–260
moving from goals to, 132
slowing down before taking, 267
active listening, in coaching, 114–121
active search for information/solutions, 97
activities. see also work
client-centered, 111–114, 137, 190
eliminating, 163–164
high-leverage (see high-leverage work)
outside and inside the wall, 214–216
advertising
geared toward clients experiences, 91
as outside the wall activity, 215
using clients’ stories to inform, 95
affinity, 230
aligning purpose and talents, 10–11 “all or nothing” plans, 138
“always something” plans, 138
ambivalence toward change, 141–142
answer templates, for commonly-asked questions, 198–202
Apple, 157
approach goals
of athletes, 130
avoid goals vs., 127–128
arguing
for change, 146–147
and professionalism, 262
Aristotle, 3
articles, learning from, 287–288
articulating goals, 261–263
asking for their path, in crucial conversation, 258, 259
assessments, in hiring, 207–208
assumptions
of health and fitness coaches, 8–9
listening instead of making, 115
about what clients want, 78, 79, 89
athletes
development models for, 280
holistic programs for, 281
knowledge- vs. client-centered coaching of, 223
mastery goals of, 130
attitude(s)
of gratitude, 232
of professionals toward clients, 5–6, 106
authority
of articles, 288
focusing on your, 106
of online videos/lectures/podcasts, 290
respect and reputation based on, 222
avoid goals, approach goals vs., 127–128
awesomeness
coaching focus on, 122–124
in delivering what people want, 173–177
discovering your, 33
telling everyone about your, 177–179
B
balance
and getting swept away by passion, 48
of outside the wall and inside the wall activities, 215–216
prioritizing values for, 49, 50
of time spent in and out of unique abilities, 39, 46–48
beginner’s mind, 267
behavior goals
of athletes, 130
outcome goals vs., 124–126
for weight loss, 133
behaviors
continuum of, 142–144
curiosity about, 233
in delivering messages, 254
being yourself, 269–270
beliefs
of clients, 123
in growth vs. fixed mindsets, 238
Best, Jahvid, 130
best self, 269–270
billing software, 202
Blake, Yohan, 223
blame, 254
“blue oceans,” 7
Blue Ocean Strategy (Kim and Mauborgne), 7
body language, in crucial conversations, 257
Bolman, Lee, 214
Bolt, Usain, 223
books
learning from, 288–289
that don’t deliver, 6
“both/and” thinking, 256
Boyle, Mike, 241–244
“brain-picking fee,” 305
breaks, as business grows, 213
building systems. see systems
burnout, 5
business, 154–219
building systems, 197–202
different meanings of, 154
hiring, 203–211
marketing and sales, 170–197
most important skills for, 154–155
organizing teams, 212–216
Q&A about, 217
Quick Reference Guide for, 325
ruthless prioritization in, 156–169
words of wisdom about, 218–219
buyers
in Jobs to Be Done framework, 82–83
motivation of, 182
C
Caliper Profile, 207–208
Caravaggio, Phil, xviii, xx
and business priorities, 158, 159
and catching people doing something right, 229
and hiring at Precision Nutrition, 203, 205, 210, 211
and teams at Precision Nutrition, 212–213
and triangulation method, 300–302
and unique abilities concept, 37, 39
career curriculum
building, 280–286
creating, 276–277
need for, 277–280
as You-niversity, 17
career path, 26–71
explicitly defining your purpose, 30–36
in health and fitness industry, 59–61
mistakes when choosing, 58
Q&A about, 69
Quick Reference Guide for, 324
revising purpose/abilities/values over time, 66–68
steps on, 29
tuning in to your individual values, 48–57
uncovering your unique abilities and inabilities, 36–48
using purpose/abilities/values to choose, 57–63
using purpose/abilities/values to guide daily practice, 63–65
words of wisdom about, 70–71
work involved along, 63n
and your origin story, 26–28
caring, 77–78
in building reputation, 224
in crucial conversations, 256–257
posturing vs., 257
in sharing feedback, 248
case management, 12–15
“catching people doing something right,” 229
cause and effect, 267
celebrating others’ work, 228–230
certification programs, 278
credentials from, 291–293
and hiring, 292–293
International Society of Sport Nutrition, 302–303
online reviews of, 303–304
Precision Nutrition Certification, 183–184, 240, 302–303
challenges
becoming too specialized, 12–15
boldness in facing, 237
examining your own role in, 255–256
finding opportunities in, 3
gap between us and them, 4–7
getting tangled in educational options, 15–17
not defining your purpose, 10–11
not practicing professionalism, 18–19
not understanding what people want and need, 8–9
change
ambivalence toward, 141–142
arguing for, 146–147
and “end of history illusion,” 239
growth mindset for, 237–239
resistance toward, 141–142, 147
short- and long-term, 7n
speaking to encourage, 139–147
change maker(s), xx–xxii
becoming, 319
daily practices for, 239–241
mix of knowledge and caring in, 224
relationships with clients, 106
relationship with learning, 276, 278
work done in becoming, 249
change talk, 141–142
chemistry, 3
Christensen, Clay, 81
Cialdini, Robert, 197
client-centered activities
survey selling, 190
client profiles, 174
clients, 74–103
becoming an anthropologist of, 173
becoming students of, 116
being professional guide for, 107–108
change makers’ relationships with, 106
core beliefs of, 123
gap between professionals and, 4–7
how industry gets job to be done wrong, 77–80
how you can get job to be done right, 80–90
insights from research on job to be done, 90–100
in Jobs to Be Done framework, 82–83
mistakes made in choosing pathways, 58n
and professional specializations, 12
progressive training of, 17, 131–132
Q&A about, 101
Quick Reference Guide for, 324
relationships between coaches and, 106–108
relationships between professionals and, 8–9, 77–78
“trigger” events for, 79–80, 89
understanding the job to be done for, 74–76
understanding wants and needs of, 8–9, 77–78
unhappiness with professionals’
attitudes toward, 5–6
words of wisdom about, 102–103
coach-centered coaching, 112, 113, 137
coaches
approaches of, 106–107
assumptions of, 8–9
caricatures of, 106
clients’ need for relationship with, 9, 77–78
continuing education for, 16
false dichotomies for, 19
in finding help for clients’ needs, 14
intentions of, 139
learning vs. practicing for, 240
as professional guides, 107–108
who don’t deliver, 6
coaching, xviii–xix, 106–151
active/compassionate listening in, 114–121
actual mastery of, 4
asking good questions in, 114–121
client-centered, 15, 111–114, 137, 223
confidence testing in, 136–138
education for, 4–5
establishing practices to reach goals in, 130–136
focusing on the awesome instead of the awful in, 122–124
focus on hopeful future in, 182–186
game-changing principles for, 108–110
knowledge- vs. client-centered, 223
leaving no client behind in, 147
for men, 92–95
mistakes in, 112
Precision Nutrition certification in, 303
Q&A about, 148–149
Quick Reference Guide for, 324–325
setting the rights goals in, 124–130
speaking to encourage change
in, 139–147
super seven principles for, 110
understanding what clients want from, 89–90
what people really want from, 173
for women, 95–100
words of wisdom on, 150–151
collaboration
in finding path to action, 259
with professionals, 230
commitment(s)
visualizing, 167–169
to wisdom, 264
communication. see also feedback; listening; questions
articulating goals, 261–263
building systems for, 198–202
crucial conversations, 252–260
in finding mentors, 296–300
as inside the wall activities, 215
personalizing, 198
in professionalism, 18
speaking-listening ratio in, 117
speaking to encourage change, 139–147
with team members, 212–213
telling people what you do in, 190–194
communities
leveraging, 194–197
sharing praise for others’ work with, 229–230
compassion
in building reputation, 232
in sharing feedback, 248–249
compassionate listening, 114–121
competency, 224n, 281, 321. see also knowledge
competent activities, 47
confidence
false, 30
learning for, 278
confidence testing, 136–138, 143
connection. see also relationships
building capacity for, 232
with mentors, 231–232
need for, 8–9
through personal attention to clients, 173–177
with your purpose, 10–11
consistency
for authenticity and integrity, 269
in daily practices, 240
in reputation building, 230–233
constraints, theory of, 167
content
of crucial conversation messages, 256
editorial, as outside the wall activity, 215
context of knowledge, 288
continuing education, 16, 304. see also career curriculum
continuum of behaviors, moving along, 142–144
Cooper, Ken, 2
core beliefs, 123
counseling, 159n
courses
choosing, 300–304
for continuing education, 16
foundational, 16
courtesy, in professionalism, 18
crazy questions, 144–145
credentials
benefits to earning, 227–228
from certification programs, 291–293 (see also certification programs)
collaborating with professionals who have, 230
shopping for, 278
unimpeachable, 225–227
credibility
of articles, 288
of book information, 288–289
credentials for, 226
indicators of, 277
of online videos/lectures/podcasts, 290
Cressey, Eric, 278–279
criticism
as feedback, 237
in professionalism, 18
crowdsourcing, 303
crucial conversations
adding your perspective in, 257–259
creating safe space for, 256–257
examples of, 253
finding path to action in, 259–260
getting good at, 252–260
motives in, 255–256
Crucial Conversations (Patterson, Grenny, McMillan, and Switzler), 252–255
cultivating wisdom, 264–269
culture assessments, 207–208
curiosity, 233
D
Dalio, Ray, 247n
data collection, 179
Deal, Terrence, 214
DeAngelo, David, 236
decisions. see also prioritization confidence testing for, 136–138
daily, 65
evaluating, 49–50
information and understanding in making, 255
questions to ask about, 85–86
triangulation method for making, 300–303
defensiveness, 253
deficit model of coaching, 123
defining purpose
and aligning it with talents, 10–11
explicitly, 30–36
degree programs, 294–295
Deny, Repress, Ignore, Pretend (DRIP), 248
discipline, 158–159
documentation, of crucial conversations, 259
doing great work, 227–228
domains for learning, 281–286
Double Your Dating, 236
DRIP (Deny, Repress, Ignore, Pretend), 248
Dunning-Kruger effect, 306–307
E
eating
separating feeling from, 95–100
weight loss behavior goals, 133
e-books, 288–289
editorial content, as outside the wall activity, 215
education, 276–317. see also learning
building personal curriculum, 280–286
choosing courses and resources, 300–304
for coaching, 4–5
creating a plan for, 276–277
creating a You-niversity, 15–17
learning formats, 286–300
of most health and fitness professionals, 108–109
need for career curriculum, 277–280
prioritizing, 304–314
pursuing, 266
Quick Reference Guide for, 326
resources for, 314–315
words of wisdom about, 316–317
educational opportunities
for creating your own You-niversity, 15–17
getting tangled in, 15–17
guide to educational resources, 332–334
educational tournament, 308–310
“either/or” thinking, 256
“Emails” file, 201
encouraging testing, in crucial conversations, 258, 259
“end of history illusion,” 239
energy
in describing unique abilities, 38
limited amount of, 178
people who exude, 236
that speaks louder than words, 140
times you most felt, 52–53
ethics, 18
excellent activities, 47
executives, 211
expectations
changing, 138
of men vs. of women, 77n
of products and services, 88
of upcoming interactions, 233
expertise
awesomeness-based coaching questions about, 123
of coach and of client, 112
and Dunning-Kruger effect, 306–307
focusing on your, 106
offering “brain-picking fee” for, 305
specialized, 13
in triangulation method, 300–303
F
Facebook, 178
Facebook communities, 194–195
facial expressions, in crucial conversations, 257
facing fears, 265
failure
fitness, 93
from hiring through personal contacts, 206
learning from, 77n
from wrong attitude toward clients, 106
false confidence, 30
fears, facing, 265
feedback
criticism as, 237
expressing gratitude for, 242–243
as a gift, 241–244
giving, 248–252
hunting, 245–247
positive, 251
in professionalism, 18
responding to, 244
value of, 244
weighing, 247
feeling(s)
separating eating from, 95–100
when business starts to grow, 203
field experiences, 293–294
fitness failure, 93
fitness science, 108–109
5S Formula, 134–135
fixed mindset, 238–239
focus
on the awesome instead of the awful, 122–124
client- vs. coach-centered, 111–114, 123
of coaches, 112
in giving feedback, 250
of health and fitness industry, xvii
on hopeful future, 182–186
in resource allocation, 170–171
on teamwork, as you hire, 211
in T-shaped learning, 283
forces, 85–88
“forever, for now,” 66
formats for learning. see learning formats
free online videos, lectures, podcasts, 289–290
fun, in collaborating, 230
G
gap(s)
closing the, between us and them, 4–7
limiting factor analysis of, 307
“General” file, 198–199
generalizing, 12–15
areas for, 284–285
specializing vs., 280–281
T-shaped learning model for, 281–286
gift, feedback as, 241–244
Girls Gone Strong, 228–229
Giving vs. Asking ratio, 179–181
goal(s). see also need(s); wants of clients
approach, 127–128
avoid, 127–128
behavior, 124–126
of crucial conversations, 256, 258, 259
establishing practices to reach goals, 130–136
knowing and articulating, 261–263
in marketing, 177
mastery, 128–129
moving to action from, 132
in origin stories, 28
passion that moves people away from, 139–140
performance, 128–129
physical vs. relational, 8–9
Precision Nutrition 5S Formula for, 134–135
requirements for achieving, 239
in responding to feedback, 244
setting the right kinds of, 124–130 (see also prioritization)
skills vs., 133
translated into skills and practices, 134
for T-shaped learning, 283
Goodman, Jonathan, 175
Google Forms, 188
gratitude
for feedback, 242–243
sending mentors tokens of, 300
showing, 232
Green, Nate, 296–300
Grenny, Joseph, 252–255
groups. see also communities
engaging with, 196
joining, 195
growth (of business)
feelings experienced with, 203
hunting feedback in, 245–247
organizational structures and, 213–214
Rule of 3 and 10 in, 213
growth (personal)
cultivating and investing in wisdom for, 264–269
exposing yourself to opportunities for, 245–247
meaningful, 265
mindset for, 237–239, 241, 244, 278
through daily practice, 239–241
guides, coaches as, 107–108
H
hard skills, 224
Hardy, Dan, 130
health
practices leading to, 240
science of, 108–109
health and fitness industry
career options in, 59–61
challenges and opportunities in, 3 (see also challenges; opportunity)
false dichotomies in, 19
focus of, xvii
generalists in, 13
ignoring coaching side of, 5
ineffectiveness of, 7
lack of infrastructure in, xiii as people-focused industry, 222–224
specializations in, 12
surface understanding of clients in, 78
turnover in, 277
“weakness” obsession in, 122–123
wrong approach to job to be done in, 77–80
as young industry, 2–3
health and fitness professionals. see also coaches
burnout in, 5
competition among, 222
education plan for, 15–17
gap between clients and, 4–7
relationships between clients and, 8–9, 77–78
success for, xiv transformative experiences of, 10
turnover among, xiii
who hustle relationships, 231
health care, opportunities to make a difference with, 4
health-to-image focusing event, 93
help
offering, 196
with recruiting, 206–207
Hemingway, Ernest, 283
high-leverage work
freeing up time for, 161–164
playing to-do tournament with, 165–169
prioritization of, 197
high-quality listening, 115
and certification programs, 292–293
and changes in your role, 210–211
culture assessments in, 207–208
don’t hire until it hurts approach to, 204
getting recruiting help, 206–207
hurting increased by, 208–210
for job to be done, 81
of managers or executives, 211
putting stock in assessments instead of interviews, 207–208
for what you need, 205
work project assessments in, 208
honesty, 233
hope, 3
hopeful future, focus on, 182–186
hopelessness, 6
“how,” discovering, 36. see also unique abilities
human factor, reputation as, 224, 270
human resources, as inside the wall activities, 215
hunting feedback, 245–247
hurrying, 318
I
ideals, values as, 48
impressing others, 222
improvement, in describing unique abilities, 38
incompetent activities, 47
Influence (Cialdini), 197
information. see also education
active search for, 97
gatekeepers for, 288
increased access to, 268
passive search for, 97
shared pool of, 254–256
for your advertising, 95
information age, 268
in-person focus groups, 80
inside the wall work, 214–216
instructions, compliance with, 137
integrity
defined, 269
in professionalism, 18
in reputation, 269–270
intention(s)
in building reputation, 18–19, 248
clients’ and public’s trust in, 225
of coaches, 139
in crucial conversations, 256
in planning upcoming interactions, 233
in practicing social mastery, 237
interests
awesomeness-based coaching questions about, 124
following your, 16
International Society of Sport
Nutrition (ISSN) certification, 302–303
internships, 293–294
interviews
assessments vs., in hiring, 207–208
in Jobs to Be Done framework, 83–85
of men by Precision Nutrition, 87–88
in triangulation method, 301
investing
in academic programs, 295
in certification programs, 292
in live seminars, 291
in wisdom, 264–269
ISSN (International Society of Sport Nutrition) certification, 302–303
J
Jay-Z, 262
Jobs to Be Done (JTBD) framework, 80–90
common themes in, 87
the Forces in, 85–87
questions to ask in, 82–85, 87, 89
the Timeline in, 85–86
job to be done
how industry is wrong about, 77–80
how you can get it right, 80–90
insights from research on, 90–100
understanding, 74–76
journal articles, 287–288
JTBD framework. see Jobs to Be Done framework
judgment
asking crazy questions to avoid, 144–145
in giving/receiving feedback, 248
K
Kim W. Chan, 7
knowledge
awesomeness-based coaching questions about, 123
in building reputation, 224
in coach-client relationship, 106
context of, 288
creating, 305
developing, 15
focusing on your, 106
importance of, 223
rate of increase in, 268
respect and reputation based on, 222
self-, 266–267
transformed into action, 322
translated into results, 276
trying to impress others with, 222
in T-shaped learning model, 281–286
of what people want, 173
of your goals, 261–263
knowledge-focused work, 222–224
Kolbe Index, 207–208
L
leadership
beginner’s mind in, 267
as inside the wall activities, 215
leads, 179
learning. see also education
after initial training, 276
change makers’ relationships with, 276
curiosity in, 233
from feedback, 245–247
formats for, 286–300
to give feedback, 248–252
about how people learn, 136
master plan for (see career curriculum)
about others, openness to, 232
practicing vs., 240–241
progressive, 131–132
from reading, 266
T-shaped model of, 281–286, 306
your own virtues, 269
learning formats, 286–300
academic programs, 294–295
articles in magazine, journals, trade publications, or online, 287–288
books and e-books, 288–289
certification programs, 291–293
free online videos/lectures/podcasts, 289–290
internships and field experiences, 293–294
live paid seminars, 290–291
mentorship, 295–300
trade-offs among, 287
lectures, free online, 289–290
lifestyle diseases, opportunities to make a difference with, 4
limiting factor analysis, 307
listening
active and compassionate, 114–121
in crucial conversations, 254–255, 257
high-quality, 115
to others’ perspectives, 265–266
speaking-listening ratio, 117
to understand wants and needs, 8–9
liveably overweight/unfit, 92
live paid seminars, 290–291
long-term priorities, 158–159
low-leverage activities, 163, 197
M
magazine articles, 287–288
management, as inside the wall activities, 215
managers, hiring, 211
marketing (in general)
activities of, 196
as outside the wall activity, 215
sales vs., 172
Tripod Formula for, 172–179
marketing and sales, 170–197
difference between, 172
doing something awesome to deliver what people want, 173–177
elevator pitch in, 186–187
focus on hopeful future in, 182–186
Giving vs. Asking ratio in, 179–181
knowing what people want, 173
leveraging existing communities in, 194–197
prioritization of, 172
survey selling in, 188–190
telling everyone about your coaching, 177–179
telling people what you do in, 190–194
Tripod Formula for Marketing, 172–179
understanding what clients want from, 89–90
using clients’ stories to inform, 95
Mars, 75–76
Master Folder, 201
mastery, in T-shaped learning model, 281–286
mastery goals
performance goals vs., 128–129
Mauborgne, Renée, 7
McDonald’s milkshakes, 74–76
McMillan, Ron, 252–255
meaning, shared pool of, 254–256
medical paternalism, 106n
meditation, 267
men
expectations of, 77n
options tried before Precision
Nutrition, 90–91
Precision Nutrition Coaching for, 92–95
Precision Nutrition interviews of, 87–88
mentors and mentoring, xvi
connection in, 231–232
finding mentors, 296–300
learning from mentors, 295–296
in origin stories, 27–28
spending time in, 230–231
what you can offer to mentor, 299–300
Mikitani, Hiroshi, 213
Mills, Glen, 223
mind, ignoring, 5
mindfulness, 267
mindset
beginner’s mind, 267
fixed, 238–239
growth, 237–239, 241, 244, 278
Mindset (Dweck), 237
mission, in success formula, 321
mission statements, as inside the wall activities, 215
mistakes
in choosing pathways, 58
on coaching, 112
money, having limited amount of, 178
motivation(s)
in buying, 182
by change makers, 108
by coaches, 106–107
speaking to encourage change, 139–147
in success formula, 321
by telling people they suck, 122
“trigger” events of clients as, 79–80
unawareness of, 78
motives
for continuing education, 278
in crucial conversations, 255–256
mutual purpose, 256–257
mutual respect, 256–257
N
need(s)
of clients, researching, 90–100
of clients, understanding, 8–9
to find purpose, meaning, and enjoyment in work, 64
hiring to meet, 205
The New Aerobics (Cooper), 2
no client left behind, 147
Nomura, Catherine, 37
nutrition apps, 6
O
obesity, 4
offering help, 196
onboarding, 209
online businesses, 177
online communities, 194–197
online resources
articles, 287–288
reviews of programs, 303–304
seminars and workshops, 304
videos/lectures/podcasts, 289–290
opportunity(-ies), 2–23
for closing gap between us and them, 4–7
for creating your own You-niversity, 15–17
for cultivating your reputation, 18–19
for defining your purpose and aligning it with talents, 10–11
for generalizing as a case manager, 12–15
to give personal attention to clients, 175–176
for growth, 245–247
questions for evaluating, 49–50
Quick Reference Guide for, 324
saying no to, 156–157
for understanding what people want and need, 8–9
words of wisdom about, 22–23
organizational structures, as business grows, 213–214
organizing teams, 212–216
origin story, 26–28
outcome goals, 124
behavior goals vs., 124–130
insufficiency of, 131
mastering basic skills for, 131–132
outside the wall work, 214–216
P
Pagan, Eben, 236
paid seminars, 290–291
The Park Bench Sessions, 230–231
passion, xxii
confusing actual skill with, 4
in describing unique abilities, 37–38, 47
from enlivening origin story, 26–28
getting swept away by, 48
of health and fitness professionals, 26, 173
that moves people away from goals, 139–140
passive search for information/solutions, 97
paternalism, 106n
patient practice, 236–241, 270, 318, 321
Patterson, Kerry, 252–255
paying attention, 173–177
peers
handling unflattering feedback from, 241–244
trying to impress, 222
people-focused work, 222–224. see also client-centered activities
performance goals, mastery goals vs., 128–129
permission, to give feedback, 252
persona, crafting, 222
personal attention, clients’ desire for, 173–177
personalization, in written communications, 198
personal training, 16
perspective(s)
in crucial conversations, 257–259
listening to others’, 265–266
physical goals, relational goals vs., 8–9
“pick-up” industry, 236, 269–270 “playing company,” 215
PN Certification. see Precision Nutrition Certification
podcasts, free online, 289–290
policies, as inside the wall activities, 215
positive feedback, 251
posturing, real caring vs., 257
power, in coach-client relationship, 106
practices
to cultivate wisdom, 265–268
for personal growth, 239–241
to reach goals, 130–136
for skills development, 236–241
for social mastery, 236–237
praising other people’s work, 228–230
Precision Nutrition, xvi, xviii–xx
Certification program, 183–184, 240, 302–303
client’s experience with, 57–58
coaching curriculum of, 91–92, 95
early priorities for, 158
employees and contractors of, 203
5S Formula of, 134–135
focusing resources at, 170–171
focus on hopeful future by, 182–186
Giving vs. Asking ratio for, 179–181
goal setting at, 124–125
hiring at, 203, 205, 206, 208, 210–211
image for free online course of, 241–244
interviews conducted by, 87–88
organizational structure of, 213–214
other things clients tried before, 90–92
research done by, 90–91, 99–100
supplement partner for, 314
teams at, 212–213
Tripod Formula for Marketing, 172–179
use of term “hack” at, 241n
user stories from, 90–100
weight loss practices at, 133
Precision Nutrition (PN) Certification, 183–184, 240, 302–303
presence, 283
pressuring clients, 140
pride
in discovery process for your unique abilities, 51–53
in your virtues, 269–270
prioritization, 156–169
of “big rocks,” 310–313
of education, 304–314
freeing up time for high-leverage work, 161–164
of high-leverage tasks, 197
long-term, 158–159
of marketing and sales, 172
other people’s ideas about, 171–172
playing to-do tournament in, 165–169
reframing definition of productivity in, 159–161
in resource allocation, 178
scheduling time to think, 164–165
strategies for, 310–314
visualizing commitments, 167–169
as your first priority, 156
problems
awesomeness-based coaching questions about, 124
examining your own role in, 255–256
processes, as inside the wall activities, 215
productivity
characteristics of, 160
reframing definition of, 159–161
products
actual vs. expectations of, 88
aligned with customer needs, 89
focus in telling people about, 182–186
ideas for new, 89
as outside the wall, 215
recommending, 230
that don’t work, 6
understanding what clients want from, 89–90
using clients’ stories to inform creation of, 95
value of, 179
professional guides, coaches as, 107–108
professionalism, 18–19, 261–263
“Programs” file, 199–200
promises, fulfilling, 176
purpose
in choosing career path, 57–63
defined and aligned with talents, 10–11
explicitly defining, 30–36
in guiding daily practice, 63–65
job to be done as, 81
knowing if you’ve accomplished, 36
mutual, 256–257
in origin story, 27
real, 30
revising, over time, 66–68
purpose statement, 31–32
Q
Q&A with JB
about coaching, 148–149, 328–329
Quick Reference Guide to, 327–331
about reputation, 271, 330–331
qualified leads, 179
questions
answer templates for responding to, 198–202
in awesomeness-based coaching, 123–124
about balance of outside the wall and inside the wall activities, 215–216
in becoming a change maker, 319
for client profiles, 174
about clients’ decision making, 85–86
about clients’ motivations, 79–80
in coaching, 113–121
in compassionate listening, 118–121
in crucial conversations, 255–256
in defining your real purpose, 30–31, 33–36
in evaluating continuing education, 279–20
in evaluating opportunities and decisions, 49–50
to facilitate change process, 140–147
in growth mindset, 238
in Jobs to Be Done framework, 82–85, 87, 89
about purpose/abilities/values, 26
in triangulation method, 301
in tuning in to your values, 51–56
in uncovering unique abilities, 40–42
in ways to use unique abilities, 61
Quick Reference Guide, xxii, 323–331
to Q&As, 327–331
to worksheets, thought exercises, and resources, 323–326
R
Rackham, Neil, 197
reading, 266
recommendations
confidence testing before deciding on, 136–138
to others vs. to ourselves, 240
recruiters, 206–207
“red oceans,” 7
reframing definition of productivity, 159–161
Reframing Organizations (Bolman and Deal), 214
relationships
of change makers and clients, 106
of coaches and clients, 106–108
of health and fitness professionals and clients, 8–9, 77–78
with learning, 276
in mentoring, 231
taking advantage of, 231
two-way, 147
reputation, 222–273
celebrating others’ work, 228–230
cultivating and investing in wisdom, 264–269
defined, 224
feedback as a gift, 241–244
formula for developing, 225–233
getting good at crucial conversations, 252–260
giving great feedback, 248–252
hunting feedback for growth, 245–247
intentional cultivation of, 18–19
knowing and articulating goals, 261–263
mistaken perception of, 222
operating with integrity and authenticity, 269–270
patient practice of reputation skills, 236–241, 270
principles for, 234–235
Q&A about, 271
qualities for building, 232–233
Quick Reference Guide for, 326
words of wisdom about, 272–273
reputation formula, 225–233
being respectful, trustworthy, and consistent, 230–232
doing great work and celebrating others’ great work, 227–230
having unimpeachable credentials, 225–227
research, on job to be done, 90–100
resiliency, 92
resistance toward change, 141–142, 147
resources
choosing, 300–304
focusing, 170–171
limited amount of, 178
in “playing company,” 215
as problem for all businesses, 157
Quick Reference Guide to, 323–331
scarcity of, 159
respect, 224
based on knowledge and authority, 222
mutual, 256–257
in reputation building, 230–232, 249
reviews of programs, online, 303–304
revisiting purpose, unique abilities, and values, 66–68
Rule of 3 and 10, 213
S
safe space, for crucial conversations, 256–257
St-Pierre, Georges, 130
sales. see also marketing and sales
activities of, 197
marketing vs., 172
as outside the wall activity, 215
survey selling, 188–190
scheduling
software for, 202
of time to think, 164–165
and true priorities, 313–314
Schuler, Lou, 296
science of health and fitness, 108–109
deep understanding of, 222, 223
focus of ISSN certification on, 303
Scott-Dixon, Krista, 248n
screwups, making clients feel like, 122–123
secondary skills, 133
segmental practices, 135
self-knowledge, 266–267
self-solutions, 145–146
sequential practices, 135
services
actual vs. expectations of, 88
aligned with customer needs, 89
focus in telling people about, 182–186
occasional mention of, to groups, 196
as outside the wall, 215
recommending, 230
value of, 179
“shared pool of meaning/information,” 254–256
sharing facts, in crucial conversation, 257, 259
simple practices, 135
simplifying moments, 97–98
skills
in athlete development models, 280
awesomeness-based coaching questions about, 123
breaking goals down into, 131
broken down into daily practices, 134–135
in building reputation, 236–241, 270
for business, 154–155
confusing passion with, 4
for crucial conversations, 252–260
in describing unique abilities, 37 (see also unique abilities)
and Dunning-Kruger effect, 306–307
goals translated into, 134
goals vs., 133
“hacks” vs., 241n
hard, 224
patient practice of, 236–241, 270, 318, 321
secondary, 133
social, 236–237
in success formula, 321
for taking feedback, 248
in T-shaped learning model, 281–286
slowing down, 267
Snickers, 75–76
social mastery, 236–237
social psychology, 236
solutions
active search for, 97
“both/and” vs.”either/or,” 256
developed by clients themselves, 145–146
passive search for, 97
speaking
in crucial conversation, 257–259
to encourage change, 139–147
speaking-listening ratio, 117
specialization, 12–15, 280, 281
Spiek, Chris, 90
SPIN Selling (Rackham), 197
Start with Why (Sinek), 10, 30
STATE method, 257–259
strategic practices, 135
success
in coaching, 112–113
creating “blue oceans” for, 7
defining, xiv
formula for, 321
reminding clients about possibility of, 92
from using coaching principles, 147
and work ethic, 320
summits, 290–291
superpowers, 38. see also unique abilities
supported practices, 135
SurveyMonkey, 80
survey selling, 188–190
Switzler, Al, 252–255
systems, 197–202
answer templates, 198
building, 198–202
“Emails” file, 201
“General” file, 198–199
Master Folder, 201
and onboarding, 209
“Programs” file, 199–200
in success formula, 321
T
“Takeover” (Jay-Z), 262
talents
aligning purpose with, 10–11
awesomeness-based coaching questions about, 124
unique (see unique abilities)
talking tentatively, in crucial conversation, 258, 259
teams
balance of work for, 216
hiring members, 203–211
inside the wall activities of, 215
organizing, 212–216
at Precision Nutrition, 212–213
teamwork, 211
technology, 268
telling people what you do in, 190–194
telling your story, in crucial conversation, 257, 259
templates
for answering commonly-asked questions, 198
for low-leverage activities, 163
theory of constraints, 167
thinking
“both/and” vs.”either/or,” 256
scheduling time for, 164–165
of wise people, 264
time
freeing up, for high-leverage work, 161–164
limited amount of, 178
for mentoring, 230–231
to prioritize education, 304–314
revising purpose/abilities/values over, 66–68
scheduling, for thinking, 164–165
spent in and out of unique abilities, 39, 46–48
spent listening vs. speaking, 117
spent with wise people, 266
Time Diary, 161–164
time and activity log, 161
to-do tournament, 165–169
tournaments
to-do, 165–169
for your education, 308–310
trade publication articles, 287–288
training. see also education
disjointed learning after, 276
level of, 281
triangulation method, 292, 300–303
“trigger” events for clients, 79–80, 89
Tripod Formula for Marketing, 172–179
doing something awesome to deliver what people want, 173–177
knowing what people want, 173
telling everyone about your coaching, 177–179
trust
and fulfilling promises, 176
losing a client’s, 140
reputation built on, 225
trustworthiness
of book information, 288–289
of online videos/lectures/podcasts, 290
in reputation formula, 230–232
trying unfamiliar things, 265
T-shaped learning, 281–286, 306
Twain, Mark, 262n
two-way relationships, 147
U
understanding
of clients’ wants and needs, 8–9
of the job to be done, 74–76
unimpeachable credentials, 225–227
unique abilities
asking others to list, 39–40
balancing time spent in and out of, 39, 46–48
capitalizing on, 181
in choosing career path, 57–63
creating statement of, 42–45
defined, 38
in guiding daily practice, 63–65
identifying common themes for, 42
listing, 40–42
in origin story, 27
process for defining, 11
revising, over time, 66–68
spending time in, 46–48
in success formula, 321
uncovering, 36–48
Unique Ability 2.0 (Nomura, Waller, and Waller), 37
unique inabilities, 36–48
user experience, as outside the wall activity, 215
V
value (worth)
of attending seminars/workshops/summits, 291
of authenticity and integrity, 269
of certification programs, 292
of crucial conversation skills, 252–260
of education, 278
of feedback, 244
of internships and field experiences, 294
of personal and professional relationships, 231
of products and services, 179
values (ethical)
in choosing career path, 57–63
defined, 48
in guiding daily practice, 63–65
in origin story, 27
revising, over time, 66–68
in success formula, 321
that people commonly associate with, 54–55
tuning in to your, 48–57
values statements, 215
videos, free online, 289–290
visualizing commitments, 167–169
W
WAIT (Why Am I Talking?), 244, 245, 247
Waller, Julia, 37
Waller, Shannon, 37
wants of clients
awesomeness in delivering, 173–177
for personal attention, 173–177
researching, 90–100
in Tripod Formula for
Marketing, 173
understanding, 8–9
“weakness” obsession, 122–123
website traffic, 177
“why”
of education, 278
starting with, 10–11 (see also purpose)
Why Am I Talking?. see WAIT
wisdom
cultivating and investing in, 264–269
defined, 264
importance of, 268–269
women
expectations of, 77n
options tried before Precision Nutrition, 91
Precision Nutrition Coaching for, 95–100
words of wisdom
about business, 218–219
about career, 70–71
about clients, 102–103
about coaching, 150–151
about education, 316–317
about opportunity, 22–23
about reputation, 272–273
work. see also activities
in becoming change maker, 249
categories of, 163
doing great work, 227–228
high-leverage (see high-leverage work)
need to find purpose, meaning, and enjoyment in, 64
of others, recognizing, 228–230
outside and inside the wall, 214–216
refining understanding of, 67
systematizing, 197–202
telling people about, 190–194
work cultures, 159
work ethic, 320
work projects, in hiring, 208
Y
You-niversity, 15–17. see also career curriculum
yourself, being, 269–270