What I forgot (and eventually remembered) about coaching

Almost one whole year ago, I finished my trauma-informed coaching certification. Like so many new coaches, I was buzzing with excitement and ideas. I had the tools, the knowledge, the passion.

My mentor coach gave me a simple piece of advice: Just coach.

Don’t worry so much about your niche. Don’t obsess over your funnel. Don’t spiral into strategy. Just coach, and the right people will find you.

It was good advice. For someone else, surely.

At the time, it felt too simple for me. I was a serial entrepreneur who had already built a successful floral business! This was advice I didn’t need to heed.

So I did what so many of us do when we're trying to build something from scratch.

I consumed everything I could find: courses, masterclasses, Instagram accounts, mentors selling their formulas, step-by-step systems to build an audience, grow my business, attract the "perfect" clients.

Each one promised clarity. Most left me feeling more lost.

Every time I tried to fit myself into someone else’s blueprint, it felt a little worse, a little less comfortable. I could feel my freeze response rearing it’s head … not because I didn’t want to succeed, but because I was trying to force a version of success that didn’t fit me.

The irony, of course, is that I had already trained in exactly the thing I needed most: trauma-informed coaching. Work that honours the nervous system. Work that doesn’t shame our resistance, but gets curious about it. Work that allows people to move forward gently, safely, in their own time.

Eventually, it clicked.

I was finally ready to take my mentor’s advice. To stop performing “building a business” and simply do the work I came here to do.

So now I’m back at the beginning. Re-watching my training lectures. Re-reading my notes. Revisiting my earliest session recordings. Remembering why this work called me in the first place.

This is where I want to build from.

Not a funnel or a formula, but the basics of what trauma-informed coaching really is. The principles that drew me to this work in the first place. The real stuff that gets results. And I want to bring you along as I do.

If you’re someone who feels stuck, frozen, a little lost — whether you’re a mother trying to find yourself again, a shy business owner figuring out how to take up space, or a woman navigating the strange middle ground between knowing what you want and not quite knowing how to get there — you’re exactly who I’m building this for.

Let’s start from the real beginning.