My TrueNorth - The Ethical Coaching Company

10/06/2026

Not sure if you've seen, We've recently opened up a new Community on the community platform SKOOL: https://www.skool.com/the-addazero-community-4693/about where, until Sunday 14th June, I'm GIFTING our Price + Package = Profit Formula to everyone who joins (in exchange for HONEST feedback)

If you want to Price with Confidence, Package with Clarity and Profit with Purpose, I'd waste NO TIME AT ALL and head there NOW!

(The last person to complete the course and implement it in her business generated an additional £5K the very same week)

Is your business giving you the life you built it for? If not, you're in the right place. Let's make it work without you at the centre of everything.

09/06/2026

𝗙𝗔𝗖𝗧: 𝗣𝗿𝗶𝗰𝗲 𝗼𝗯𝗷𝗲𝗰𝘁𝗶𝗼𝗻𝘀 𝗮𝗿𝗲 𝗿𝗮𝗿𝗲𝗹𝘆 𝗮𝗯𝗼𝘂𝘁 𝗽𝗿𝗶𝗰𝗲—t𝗵𝗲𝘆’𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝗽𝗲𝗿𝗰𝗲𝗶𝘃𝗲𝗱 𝘃𝗮𝗹𝘂𝗲.
Dropping your price to “save the deal” trains clients to expect concessions and undermines your credibility.

Watch the short video (link in the first comment) to learn how to handle objections without caving.

👉 Curious about your own Pricing Prison Sentence? Check it here: https://mytruenorth.club/pricing-prison

08/06/2026

"We can help anyone!"

That's what Dawn said about her online community.
Entrepreneurs. Business owners. Coaches. Consultants. Freelancers. Creatives. Anyone.

Pricing? £47/month. 200 members. £9,400/month revenue.

Less than minimum wage after costs.

Then we niched down: Female coaches 35-50 who'd hit a ceiling and felt isolated.

New pricing: £297/month.
She lost 140 members. Kept 60.
Revenue: £17,820/month.

Then doubled it again before finishing the programme.

Why?

The RIGHT people valued it. And referred others like them.

When you're for everyone, you compete on price.

When you're for someone specific, you compete on value. Premium pricing.

𝗪𝗵𝗼 𝗱𝗼 𝘆𝗼𝘂 𝗥𝗘𝗔𝗟𝗟𝗬 𝘀𝗲𝗿𝘃𝗲 𝗯𝗲𝘀𝘁?
𝘓𝘪𝘯𝘬 𝘪𝘯 𝘤𝘰𝘮𝘮𝘦𝘯𝘵𝘴 𝘧𝘰𝘳 𝘵𝘩𝘦 𝘗𝘳𝘪𝘤𝘪𝘯𝘨 𝘗𝘳𝘪𝘴𝘰𝘯 𝘋𝘪𝘢𝘨𝘯𝘰𝘴𝘵𝘪𝘤𝘴 - 𝘧𝘪𝘯𝘥 𝘰𝘶𝘵 𝘪𝘧 𝘺𝘰𝘶'𝘳𝘦 𝘱𝘢𝘺𝘪𝘯𝘨 𝘵𝘩𝘦 𝘨𝘦𝘯𝘦𝘳𝘢𝘭𝘪𝘴𝘵 𝘱𝘦𝘯𝘢𝘭𝘵𝘺.

06/06/2026

𝗙𝗔𝗖𝗧: 𝗜𝗻𝗳𝗹𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗿𝗶𝘀𝗶𝗻𝗴 𝗰𝗼𝘀𝘁𝘀 𝗺𝗲𝗮𝗻 𝘆𝗼𝘂𝗿 𝗽𝗿𝗶𝗰𝗲𝘀 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗿𝗲𝘃𝗶𝗲𝘄𝗲𝗱 𝗮𝘁 𝗹𝗲𝗮𝘀𝘁 𝗮𝗻𝗻𝘂𝗮𝗹𝗹𝘆—yet 58% of SMEs haven’t changed their prices in over 2 years.

Failing to adjust means you’re effectively giving yourself a pay cut every year.

Watch the short video (link in the first comment) to learn how to stay ahead without scaring off customers.

👉 Want to know your Pricing Prison Sentence? Check it here: https://mytruenorth.club/pricing-prison

04/06/2026

𝗙𝗔𝗖𝗧: 𝟲𝟳% 𝗼𝗳 𝗦𝗠𝗘𝘀 𝗮𝗱𝗺𝗶𝘁 𝘁𝗵𝗲𝘆 𝘀𝗲𝘁 𝗽𝗿𝗶𝗰𝗲𝘀 𝗯𝗮𝘀𝗲𝗱 𝗼𝗻 𝘄𝗵𝗮𝘁 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿𝘀 𝗰𝗵𝗮𝗿𝗴𝗲.

But here’s the truth: your costs, value proposition, and target market are unique. Copying competitors can lead to razor-thin margins or undervaluing your expertise.

Watch the short video (link in the first comment) to learn why competitor pricing is a trap—and what to do instead.

👉 Curious about your own Pricing Prison Sentence? Find out here: https://mytruenorth.club/pricing-prison

03/06/2026

"𝙄'𝙢 𝙗𝙪𝙨𝙮, 𝙨𝙤 𝙄 𝙢𝙪𝙨𝙩 𝙗𝙚 𝙥𝙧𝙤𝙛𝙞𝙩𝙖𝙗𝙡𝙚."

That's what Colin thought. Successful photographer. Fully booked. Exhausted. So we looked at his actual numbers.

He was charging £800 per shoot.

Costs? He'd never updated the spreadsheet with them since he first set the business up ELEVEN years earlier.

Turned out each shoot cost him £520 in time, equipment, editing, and travel.

He was netting £280 per shoot whilst working 60-hour weeks.

That's £4.66 per hour.

He could have earned more stacking shelves.

The revelation hit him hard. But here's the thing - he's not alone.

Most business owners I meet are running blind. They know their revenue, but they don't know their numbers.

Revenue is vanity. Profit is sanity. But knowing your TRUE costs? That's freedom.

Do you actually know your exact cost per service/product?

𝗗𝗠 𝗺𝗲 "NUMBERS" and I'll send you the Pricing Prison Diagnostics to find out where you're really at.

02/06/2026

FACT: 𝟴𝟮% 𝗼𝗳 𝗨𝗞 𝗦𝗠𝗘𝘀 𝗮𝗱𝗺𝗶𝘁 𝘁𝗵𝗲𝘆 𝗱𝗼𝗻’𝘁 𝗸𝗻𝗼𝘄 𝘁𝗵𝗲𝗶𝗿 𝗲𝘅𝗮𝗰𝘁 𝗯𝗿𝗲𝗮𝗸-𝗲𝘃𝗲𝗻 𝗽𝗼𝗶𝗻𝘁.

If you’re one of them, you could be undercharging without even realising it—slowly eroding your profits and cash flow.
In this short video, I’ll show you why knowing your true costs is non-negotiable and how to fix it fast.

👉 Watch now (link in the first comment).

And if you want to know your own Pricing Prison Sentence, check it here: https://mytruenorth.club/pricing-prison

01/06/2026

In 2001, I was medically discharged from the British Army after 12 years as a Rapid Deployment Combat Medic.

One day, I had purpose, identity, and rank. The next? 𝗡𝗼𝘁𝗵𝗶𝗻𝗴.

I remember standing in a job centre, realising I had no idea what I was worth in the civilian world. So I took the first offer that came, and now realise just how much I undervalued myself massively.

Fast forward to today, and I see the same pattern with SME business owners. You've built something remarkable, but somewhere along the line, you stopped valuing it properly. You're working harder than ever, but the numbers don't reflect the value you create.

Sound familiar?

Here's the uncomfortable truth: 𝗬𝗼𝘂 𝗺𝗶𝗴𝗵𝘁 𝗯𝗲 𝘀𝗲𝗿𝘃𝗶𝗻𝗴 𝗮 𝘀𝗲𝗻𝘁𝗲𝗻𝗰𝗲 𝗶𝗻 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 𝗣𝗿𝗶𝘀𝗼𝗻 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗲𝘃𝗲𝗻 𝗿𝗲𝗮𝗹𝗶𝘀𝗶𝗻𝗴 𝗶𝘁.

𝗪𝗵𝗮𝘁'𝘀 𝘆𝗼𝘂𝗿 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗽𝗿𝗶𝗰𝗶𝗻𝗴 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄? 𝘊𝘰𝘮𝘮𝘦𝘯𝘵 𝘣𝘦𝘭𝘰𝘸.

31/05/2026

𝗘𝘃𝗲𝗿𝘆 𝗱𝗮𝘆 𝘆𝗼𝘂 𝗗𝗢𝗡’𝗧 𝗸𝗻𝗼𝘄 𝘆𝗼𝘂𝗿 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗙𝗿𝗲𝗲𝗱𝗼𝗺 𝗦𝗰𝗼𝗿𝗲, 𝘆𝗼𝘂'𝗿𝗲 𝘀𝗶𝗹𝗲𝗻𝘁𝗹𝘆 𝗯𝗹𝗲𝗲𝗱𝗶𝗻𝗴 £𝟴𝟱𝗞+ 𝗽𝗲𝗿 𝘆𝗲𝗮𝗿!

You're probably thinking: "My multi-6-figure business is fine. Busy, yes. Profitable, mostly. Free? Well..."

The hidden cost of NOT assessing:

Revenue rhythm gaps = 20-30% inconsistent cash flow you could fix tomorrow

Culture at 50% = Your team delivers average results because they lack clear codes

Scale Strategy weak = Growth stalls because YOU are still the delivery system

No Operator's Bible = Every process runs through your head. One holiday = crisis.

Low Transferable Value = Exit? Investors laugh. Delegation? Impossible.

𝗧𝗵𝗲 𝗿𝗲𝗮𝗹 𝘁𝗼𝗹𝗹?

50+ hour weeks.
Trapped profit.
Zero freedom.

In one of the Business Freedom Technique sessions I completed recently, the owner was quite pleased to have scored 68/100. Until I showed him that scoring less than 85/100 had been costing him £85,000pa in missed opportunity revenue.

7 minutes Freedom Assessment stops the bleed.

Get your score, 13–17 page report, recommendations—then book the 1:1 Business Freedom Technique before next week's slots vanish.

30/05/2026

"𝗜 𝗱𝗼𝗻'𝘁 𝗻𝗲𝗲𝗱 𝗮 𝗰𝗼𝘂𝗿𝘀𝗲, 𝗜'𝗹𝗹 𝗳𝗶𝗴𝘂𝗿𝗲 𝗶𝘁 𝗼𝘂𝘁 𝗺𝘆𝘀𝗲𝗹𝗳, 𝗲𝘃𝗲𝗻𝘁𝘂𝗮𝗹𝗹𝘆"
Eventually.

That's the word that costs business owners millions.
Eventually I'll raise my prices.
Eventually I'll fix my packages.
Eventually I'll get my numbers sorted.
Eventually I'll position myself properly.
Eventually.

Meanwhile, you're undercharging today.
This week.
This month.
This quarter.

Let me hit you with some uncomfortable maths:
If you're underpricing by £50 per client and you serve 20 clients per month, that's £1,000/month you're leaving on the table.

£12,000 per year.
Over 5 years?
£60,000.
"Eventually" is expensive.

I spent 2001-2005 "eventually" figuring out my worth after leaving the military. Those 4 years of undervaluing myself cost me over £250,000 in lost income I can never get back.

You know what changed everything?

I stopped trying to figure it out alone and invested in learning the methodology systematically.

Not random articles.
Not YouTube videos.
Not "eventually."
A structured system that took me from guessing to knowing.

That's what Price+Package=Profit Formula is: the systematic approach to pricing that you're trying to figure out through trial and error.

6 modules. Each building on the last.
Money Mindset → Know Your Numbers → Pricing Strategies → Profit First → Niching → .

44 business owners took this live and transformed their pricing.
You can spend the next 2-3 years "eventually" figuring it out...

Or you can invest just £149 and 6 focused modules, learning what took me 10 years to master.

𝗛𝗼𝘄 𝗺𝘂𝗰𝗵 𝗶𝘀 "𝗲𝘃𝗲𝗻𝘁𝘂𝗮𝗹𝗹𝘆" 𝗰𝗼𝘀𝘁𝗶𝗻𝗴 𝘆𝗼𝘂 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄?

Take the Pricing Prison Diagnostics first (link in comments) to see exactly what "eventually" is costing you, or go straight to the course and fix it today.