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When you finally decide to start your own business, you spending hours analysing different name ideas. I did it too. I didn’t know which name it’s gonna work. And the true is you never know. Sometimes people just catch the name easily when others will ask you to spell it again. It’s just the way it is.

Probably you know that good name should be easy to pronounce, easy to remember, right with what you do. There’s plenty of guids how to name your brand. But none of those ways will ensure your success. So take your time, do the research, ask people. Many of you are wonder why I named my business this particular way. So here’s the explanation.


1. All the professionalists started to call themself a coach. At the beginning it was something special but now the meaning of this word means absolutely nothing. "Coaches" are everywhere, doing everything and nothing.

2. Unfortunatelly I had a bad experience with people who called themself coach. They took my money and give nothing. I didn't want to be one of those kind of people.

Thinking about myself?!

3. People searching for coaches because it is a big trend on coaching. But what they really want is a mentor, someone with expertise who will give them results, perspective, knowledge. Coaches are helping you to find your powers within you.

4. Coaching offers promise which for me, it's a little bit empty. I'm giving results, measurable benefits.

So if I’m notacoach, who exactly am I?

Do I have to be one thing only. Should I call myself a “mentor” or “expert” only. I’m doing so many things, it’s can’t be define by one word. I know that many people tald us that you have to choose one, and focus on that. And I thought it’s true. But it’s not always true. I’m designer, project manager, creative director, writer, coach, mentor… ME! Did you hear that if you doing a lot, you get smaller results. Well… I’m doing a lot and I have still great results!

My job position always depends on the kind of work I’m doing. Sometimes people need stricte business knowledge, so I’m switching to “mentor” mode. Other times they need a mindset shift to improve their performance, so I work as a coach. If they need extra hand in their business, I’m independnt manager… But what’s important, I’m doing things that I’m good at. I have knowledge, experience, skills. It’s not about fancy name, it’s about serving people.

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