My brand value is kindness. It's literally in our name.

It's our North Star.

But it's cost me untold £££ in business from coaches that don't understand what I mean when I say "kindness".

It's not about sugarcoating things.

Or not saying what needs to be said because we're too busy "being nice".

Real kindness is about respecting myself, my team and our work enough for straight talk.

It's not about being "brutally" honest.

People that say that often care more about the brutality than the honesty.

It's about behaving, speaking, and thinking in a way that creates self trust.