The Mission Behind It All

Read time: 4 minutes

Yesterday, someone asked me a question I don't get often...

And I could’ve given a short answer.

But instead, I paused. I felt into it. And I told the truth.

It’s always been about people.

Since I was a kid—I’ve wanted to be around people, work with people, listen to people, serve people. Whether it was group projects or team sports or long conversations late into the night... I just wanted to be in it with others.

In it.

And now? I get to do that every day.

Not by accident. But by choice.

Coaching has become the space where all of that—the people, the possibility, the presence—gets to come together.

And that’s what I want to talk about today.

Because coaching, for me, was never about money or status.

It was about service. About transformation. About devotion.

But let’s go deeper.

This year, I joined an incredible coaching school. Not because I needed more tactics. Not because I needed a certificate.

But because I heard the school's founder say something that echoed deep in my soul:

Not for appearances. Not for polish. But for Love.

And I knew—I had to be a part of that.

Not because I needed to “learn” how to coach. But because I wanted to be part of a community that stood for something bigger. That believed coaching should be as respected as medicine or law. That it should be seen as sacred—not silly.

Because you know what?

It is sacred.

A few days ago, this gentleman told me a story.

He was out with his wife & another couple.

At some point in their dinner, the husband shared something he was struggling with—something that this very gentleman, a professional coach, knew he could help with. He had the tools. The process. The exact support the husband needed.

But he didn’t say anything.

Because it felt… weird.

He didn’t want to be “that guy.”

And when I asked him, “What if you were a doctor who had a cure for what he was dealing with? Would you have stayed silent?”

He immediately said no.

So why do we act differently when it comes to coaching?

Why do we pretend like helping people change their lives is something to whisper about?

I don’t want that.

Not for me. Not for my peers. Not for this profession.

I want coaching to be seen for what it is: a path to possibility. A catalyst for change. A way of being in service that alters lives, relationships, legacies.

Because it’s changed mine.

Since I joined this school, I’ve seen it change others too.

I’ve heard people say their marriage is stronger. Their kids feel safer. Their identity is deeper. Their joy is back.

And yes—their businesses are growing too.

But that’s not the main thing. That’s the byproduct of becoming more yourself.

The school I’m part of isn’t like the others. It’s not about funnels or reels or DM scripts.

It’s about who you’re BEING.

It’s about Love. Presence. Listening. Integrity. Boldness.

It’s about real coaching—not content.

And before anyone says it: no, I don’t get a commission. I’m not an affiliate. I don’t need to be.

I’m not writing this to promote anything.

I’m writing this because I’ve always been someone who shares what I believe in. And I believe in this.

Not because someone told me to.

Because I’ve seen it.

I’ve seen what happens when someone changes how they see themselves. I’ve seen what’s possible when someone stops chasing tactics and starts living from truth.

I’ve had the privilege of guiding and helping a woman save her marriage—without ever having been married myself.

I’ve had the privilege of seeing & guiding people to double their income, not because of strategy, but because they remembered who they were.

And those ripples? They don’t stop.

So yes—I believe in this profession.

And yes—I believe we need to raise its standard.

Not just in how we coach, but in how we see coaching.

This isn’t a “nice-to-have.” This is real work. Deep work. The kind that changes generations.

And if you’ve ever coached someone—or been coached—you know exactly what I mean.

So if you’re a coach, a consultant, an entrepreneur, an executive… even a human who works with other humans—

I want to invite you to reflect.

Not to save people.

But to serve them. To stand for them. To speak up when it would be easier to stay silent.

Because that’s what this mission is about.

Not conversion.

But contribution.

Not tactics.

But transformation.

So yes—I’m proud to be part of a school led by someone who’s worked directly with legends like Steve Chandler and Steve Hardison.

But I’m even more proud to be part of a movement.

One that says: this work matters.

And we—coaches, creators, leaders, HUMAN BEINGS—we get to be the ones who raise it.

One conversation at a time.

Thank you for reading!

Much Love,

Julian

PS. This letter isn’t for everyone. But if something in you stirred while reading—maybe it’s time to stop playing small with your work. Maybe it’s time to see coaching for what it really is. And maybe… just maybe… you’re here to raise the profession too.