ABOUT THIS EPISODE
If your coaching clients aren’t getting the results you expected, the answer probably isn’t to give them more.
It may be to give them less.
In this Brand Creators Masterclass, I sit down with Jake to unpack one of the biggest mistakes coaches, consultants, and experts make when designing their programs: overwhelming clients with too much information.
We often think overdelivering means adding more training, resources, worksheets, swipe files, and bonus material.
But more information doesn’t necessarily create more transformation.
Jake explains why simplifying your program can actually help clients take action faster, get better results, and ultimately become the kind of raving fans who refer other people to you.
We also walk through Jake’s Keystone Claim framework, which gives you a simple filter for deciding what belongs in a coaching session — and what should be removed.
You'll learn how to identify the one belief or outcome a session should be built around, why “just-in-time” teaching beats “just-in-case” information, and why Jake believes most 90-minute coaching sessions should contain only about 20 minutes of actual teaching.
We also get into a fascinating discussion about AI and the future of coaching.
As AI makes information easier than ever to access, Jake believes the human elements of coaching — judgment, intuition, interaction, accountability, implementation, and personal feedback — may become more valuable, not less.
In this masterclass, you'll discover:
- Why giving clients more information can actually hurt their results
- The “curse of knowledge” that affects experienced coaches and experts
- How the Keystone Claim helps you simplify every session
- The difference between just-in-time and just-in-case teaching
- Why implementation should happen during your live sessions
- Jake's 20-minute teaching rule for a 90-minute coaching session
- How to use supplemental resources without overwhelming everyone
- Why AI probably won't replace great coaches
- Where AI does belong inside a coaching business
- Why client experience is just as important as the information you teach
- How better results can create testimonials, referrals, and raving fans
Get Jake's Keystone Claim Workbook:
Jake shares his workbook at intentioncraft.com/keystone, which includes the Keystone Claim exercise and additional program-design resources.
