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Every founder I work with is heading to the same destination: a practice that's fulfilling, well-matched to their strengths, and financially rewarding. But they arrive from very different starting points. I map out five distinct profiles I see repeatedly across my coaching practice, from the Reluctant Generalist to the Expansive Builder, and what each one actually needs to move forward.

Ideas-based businesses are uniquely vulnerable to feeling amorphous, even to the person running them. Without physical edges to hold onto, your business can quietly evaporate during a holiday, a hard month, or a moment of doubt. Here's how to weigh it down.

If your enquiries feel off, the instinct is often to rethink the offer — but usually it's the positioning that needs attention first. That's the thread running through this edition's coaching conversation, alongside Kate Hurst's authority story: how an NHS Psychologist found her standpoint, got fully booked, and started building something she once thought was out of reach.