Alex Coward - ARC

Alex Coward - ARC Life without limits. Success without Sacrifice. Be the CEO of the business you dreamed of.

Smart people don't often get caught out by obvious acts of self sabotage.For them, it's the sophisticated ways that our ...
29/05/2026

Smart people don't often get caught out by obvious acts of self sabotage.

For them, it's the sophisticated ways that our brains convert our fear into VERY reasonable sounding logic for why we shouldn't take an action.

I'm not procrastinating, I'm taking my time to get it right.
I'm protecting my energy so that I don't burn out (again)
This qualification gives me more authority because it's so recognised.

Is there truth there? Yes
Does that stop them being acts of self sabotage? No

When I onboard a new client, there are a few rules that we put in place. Specifically they are told: - Don't lie to me. ...
27/05/2026

When I onboard a new client, there are a few rules that we put in place.

Specifically they are told:

- Don't lie to me. I can't help you journey from A to B if you're actually starting at C

- Do not ever filter. You cannot offend me. We'll navigate the politically correct response after you have had a human response. I do not judge you based on your first reaction. I would judge you if you wouldn't vary your second.

- Sometimes you just have to get it off your chest. I am here for you to do that. Vent away. It stays between us.

With my employed clients, it is often the first time they have ever had dedicated space to talk about themselves and have someone with no ulterior motive helping them.

You're setting the bar so high you can never reach it. And then beating yourself up for always failing.It's a catch 22 t...
25/05/2026

You're setting the bar so high you can never reach it.

And then beating yourself up for always failing.

It's a catch 22 that you can never win.

Hands up if your business is old enough that you sing these words like the catchy reel song from 2020?!Casual PSA to sto...
22/05/2026

Hands up if your business is old enough that you sing these words like the catchy reel song from 2020?!

Casual PSA to stop letting other people dictate your prices.

"They don't see the real me" No they don't, they see the picture you are painting for them. So if you're wondering why e...
21/05/2026

"They don't see the real me"

No they don't, they see the picture you are painting for them.

So if you're wondering why everyone treats you like a beginner, look for where you are showing up as a beginner.

If they treat you as someone who is drowning, look for where you're not acknowledging your own success.

If they treat you as someone who doesn't know what they are doing, look for where you are giving those signals.

We often talk about how the "scam artists" are great at selling a lie, showing a facade of success that does not match the reality behind the scenes

But let's acknowledge how often the signals WE are giving are just as false.

You're not a beginner.
You're not bad at your job.
You're not drowning in stress.

So stop painting that picture and then getting annoyed when that is how you are treated.

"This is happening because you're still acting like a firefighter within this business"The tough truth I had to tell a c...
20/05/2026

"This is happening because you're still acting like a firefighter within this business"

The tough truth I had to tell a client last month.

The firefighter role is instinctual and reactive; you're used to being the person to pick up all the pieces, the person who solves problems and the person who gets things over the line.

It feels natural and, you know what, you're getting sh*t done! You're feeling productive because look at how much you have ticked off.

But because of that, it's the role you revert back to when you're not actively working against it.

And unfortunately, unless you're willing to accept that businesses run by firefighters have a growth ceiling that will feel restrictive and does not match your potential... you're self sabotaging by staying in the fire fighter identity.

We need to move you from reactive to proactive.
And it's not as simple as a quick mindset shift.

Is it just me who is unable to read "Who is she?" without saying it in the style of Nikki in the iconic Big Brother mome...
18/05/2026

Is it just me who is unable to read "Who is she?" without saying it in the style of Nikki in the iconic Big Brother moment?

Anywaaaay, I figured I was overdue a reintroduction post!

I'm Alex, I can't imagine myself with anything other than pink hair anymore, I have a life long love of Taylor Swift, a dog called Toby who is my obsession, and a truly terrible collection of dad jokes that I deploy without warning or apology.

I'm also a strategic thinking partner for business owners and founders - which is a fancy way of saying that I am the person you call when you can't talk to anyone else in the building.

The ones who know what they should be doing and are tired of watching themselves not do it. The ones who are done being the biggest obstacle in their own success.

Most coaches pick a lane - mindset or strategy, personal life or professional. I've never been able to and I've stopped pretending I should. I work with the whole person, not just the business plan. Because in owner-managed businesses those things are intertwined whether you like it or not.

After 6 years of working with business owners running 6 and 7 figure businesses, I can tell you that the quality of your decisions is where you have the most untapped potential in your business. And nobody makes their best decisions alone - especially not under pressure.

I host the What If I Fail Podcast. Season 2 just wrapped up and Season 3 is coming in June and it's going to be the most interesting project I've done to date!

If any of that resonates... hello! 👋🏻

Say hi in the comments!

15/05/2026

A snippet from todays final episode of Season 2 of the What If I Fail podcast.

Who is the leader we really need right now?

This week, on Friday, I release the final episode of Season 2 of my podcast, What If I Fail.What a journey it has been. ...
13/05/2026

This week, on Friday, I release the final episode of Season 2 of my podcast, What If I Fail.

What a journey it has been.

I wasn't sure if it would happen; when I started the podcast in June of last year, it was an experiment.

Would I enjoy podcasting?
Could I keep up with the demand?
Was it something that would help me to connect with people or just keep me busy?

I often refer to it as schrodingers podcast; I had a lot of questions and I would never know the answers to them unless I just opened the box and found out.

This season was a new question.

Could I start, and continue, a podcast in an unexpected season of grief.

I am proud that I have; every episode released on schedule, as planned.

In the first episode I was open, honest and vulnerable about what was going on for me, but I was clear that I didn't want it to be a teaching moment or something commoditised that would become part of my marketing.

And I believe I have achieved that.

A question that has come up twice now in the What If I Fail podcast.Last week, in my solo episode I spoke about the ways...
01/05/2026

A question that has come up twice now in the What If I Fail podcast.

Last week, in my solo episode I spoke about the ways that I have been hiding in plain sight, avoiding certain things by hiding behind others.

And this week, put it so perfectly by asking this question of the audience.

Definitely worth a listen!

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