Why I stopped doing sales coaching.
The first version of this business was coaching. I'd fly in, run workshops, leave a framework behind. Three months later the same founders would message me: "It's slipping again."
The frameworks were fine. The problem was that humans forget. A sales playbook that lives in someone's head is a playbook that degrades weekly.
A system you can't forget is worth ten frameworks you might.
What changed.
Two years ago I stopped writing decks and started writing automations. I'd find the exact moment in a sales process where things went sideways — the cold-lead reply that took 14 hours, the proposal that took 3 days, the follow-up that never happened — and I'd build the thing that made those failures mechanically impossible.
The results were embarrassing, in the best way. Founders who'd struggled for years to close consistent deals started closing them within weeks. Not because I was smarter than their previous coach, but because the machine doesn't forget on a Tuesday afternoon.
What I do now.
I run €500 Revenue + Automation Audits to find leaks, and €5–15k Builds to plug them. About 40% of audited founders run the fixes themselves afterwards. The rest hire me for the Build, and I hand them a system they own — no vendor lock-in, no retainer trap, no "call me if it breaks."
That's the whole business. No course. No cohort. No newsletter begging for your attention. Just the Audit, the Build, and the occasional Growth Partner slot for founders who want me in their Slack long-term.