The Insight Coaching Academy

A 5-month apprenticeship focused on developing the habit of creating clients and coaching powerfully

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Welcome to Week 11 of the ICA!

Congratulations! Everything has now changed…

Insight Coaching

The LCA4R is now the Insight Coaching Academy (ICA).

And you’re in the Insight Coaching Academy Apprenticeship Program (ICAAP) 

You’re an apprentice, which means you’re completing a 5-month apprenticeship with John Strasser through the lineage of Rich Litvin and Steve Chandler in order to become a Certified Insight Coach. (My first Prosperous Coach Approach coach earlier was a student of Rich, and Steve is one of my current coaches).

We will have requirements to become certified—I’ll put that together over the next week—but in the meantime just know that you will be required to coach a minimum of 50 hours.

All the coaching you’ve been a part of counts: the group calls at 1.5 hours each, the calls with your coaching partners, the calls with me, and the free or paid coaching calls you’ve done with others.

Start logging your hours, please.

What’s an Insight Coach? 

As Insight Coaches, we begin with the premise that the starting point for all life advancement is an exploration into what’s really true…

And the outcome we seek with our clients is the realization of that truth.

Essentially we are miracle creators, and the way we create miracles is by helping our clients see their world differently… 

Because when our clients change the way they see their world, their world changes…

And as a result, they show up differently, and then they begin to create in ways that were impossible just moments before.

This is the highest level of coaching.

It’s about insight, and insight is everything because it can radically shift someone’s life in a second. 

See, when our clients experience a massive insight, it gives them energy, and it’s from this new energy that hope, excitement, and most importantly, a massive willingness to take action - arise. 

In the coaching business, most people assume that a coach’s job is to give advice or suggestions or hold them accountable. 

But it’s not. Our job is to create the space for an insight to occur—one single, powerful, life-changing, worldview-altering insight. 

How do Insight Coaches coach?

1. Insight Coaches ask powerful questions that cause the client to look within themselves…

—Imagine that I create miracles, what miracle would you want me to help you create today? … Why haven’t you created it already? 

—What do you want to create? … Why do you want it? … What’s in the way of you creating that right now? … What kind of person do you need to be to create it? 

—What kind of breakthrough would you like to have today?

—How can you leave this conversation with more insight? 

—If I can help you change one thing today, what would that be?

—What do you really, really want?—What’s your secret dream?

—Put your right hand on your heart and take a slow, deep breath. Now tell me what do you really want? 

—Now that we have identified where you are and where you want to be, how do we get there?

—Is there something else you can do to be even more successful? 

—What will make your success inevitable?

—What are you willing to give up to go up?

—If you could find time, where would you find it?

—What have you not said so far? 

—What else? 

—During times in your life when you did something really well, you showed up like you never had before, why was that? Let's draw that out of you so that you can access it at all times.

—When you hit your goal, how do you think that will make you feel? How can you feel that way NOW? 

—What action can we take right now in this moment on this call to get started?

—Could your wanting what you want actually be a lower level desire for something else? And if so, what would that be? 

—Is that thought true? … Can you absolutely know that it’s true? … How do you react when you believe that thought? … Who would you be without that thought?

—Is that true? … What are the facts?

—How are you lying to yourself?

—What are you afraid of? … What do you believe is causing the fear? … Is it valid? … What would you do if you had no fear? 

—Given this situation, what would you like to create? (Steve Chandler would tell Steve Hardison all his problems, and Hardison would ask this)

—If you could be absolutely honest and release something—a secret—you’ve been holding on to for too long, what would that be?

—What’s working? … What’s not working? … What’s missing? … What’s next?

2. Insight Coaches listen deeply… 

Steve Chandler says, “Being willing to listen to your clients is the best preparation ever.” 

—Listen for understanding rather than agreement. Then you’re there to learn rather than make an impression, and as a result, you don’t experience stress. 

—Listen for what is alive in your client that hasn’t that hasn’t been spoken yet. 

—Listen for what they repeatedly say—it signifies their pain points—what might be blocking them.

—And listen for permanent or pervasive language with your clients, such as “I always,” “I have a pattern,” or “I tend to.” This means they’ve bought into the myth of Permanent Personality—they are the way they are, and they don’t have the power to change and create a new experience in life. The solution is to get honest and say, “Sure I’ve done this a lot in the past, but right now in the present that’s not who I am—that’s who I used to be.” 

3. Insight Coaches slow down—slow the conversation down…

Michael Neill talks a lot about the importance of helping clients slow down in order to catch the insights that arise. 

What he once said to an audience is…

“Imagine that you’re at a bus stop and every bus that passes by is an insight. Imagine that there is a person next to you who is frazzled and talking your ear off, talking about how he keeps missing the bus. He’s talking so much that his attention is away from all the buses, which are the insights that keep passing him by. Yet this guy thinks that jabbering away will somehow relieve his situation. What if you told him so slow down for a minute and stop talking—just sit on the bench and look up? How much more would you have to do at that point? How many buses (insights) would be traveling past, and how many of them would he finally see?”

See, as coaches and even as clients, our minds tell us that the faster we go, the further we get—that on a call, the more we can help or suggest or go over, the better of an experience it will be for the client… but the reality is that the faster we go, the further we cause the client to be distracted from possible seeing a truth. 

4—And Insight Coaches show up empty and know less… 

This is what Rich Litvin does. 

—He begins by asking a question such as, “What would make this conversation life-changing for you?

—Then he asks, “Why is that important?”

—Then he waits. 

—Then he asks, “Are you open to going deeper into the question?”

—Then he waits.

—Then he gets curious and asks another question… but what he does that I believe is most important is—he makes sure that the question is completely answered before asking another. 

—In between questions, offer a powerful story.

Why Ask Questions? 

What’s the point of asking questions and guiding toward insight rather than advising, telling, and giving information, especially when we frequently see Rich Litvin doing the latter on his calls? 

We ask questions because they have the power to change lives. 

Questions allow us to think for OURSELVES… 

They cause us to create solutions WE believe in… 

And they inspire us to take action on OUR ideas because they’re OURS!  

Being asked questions helps us move beyond the passive acceptance of what someone else believes and says to a place of actively applying our own creative ability to a solution.  

Questions also redefine the relationship between the coach and the client. 

As a coach, when I’m relying on my expertise and giving information to my client, I’m in a superior role—I’m the expert—and that creates a sense of separation between us.

When, however, I’m asking questions and using curiosity as my guide, I’m a peer. And as a result, my client feels a greater sense of equality, which helps them feel more comfortable and ultimately be more honest, leading to a deeper and more effective coaching call. 

Additionally, this method of coaching changes the focus of the conversations from what I think and feel is the right solution to what the client uncovers and discovers. 

I then listen more deeply and talk less, and something amazing happens… 

I begin to recognize in my client their inherent power as well as the incredible possibilities that exist as they learn to look within themselves for the answers, for the ideas, and for the inspiration.

When we can do that—when we begin to see what’s possible, they begin to see what’s possible as well…

And then their life shifts, and what what may have taken weeks to transpire using other coaching methods can happen in a matter of minutes using ours. 

Most importantly, asking questions works because asking is loving… 

And what people need and what keeps them wanting more from us is love. 

The more powerful and profound questions we can learn to ask our clients, the more we love them and the more we help them. 

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Make Sure Your Clients Are Thirsty

In this 5-minute video, Devon Bandison, a two-time graduate of Steve Chandler’s Advanced Client Systems program, points out how coaches are always trying to make their clients drink the water before they even make sure they’re thirsty. 

I love his take on never asking clients if they want to work with him. This is truly the next level. 

And the video itself is a great example that what matters is not the video being perfect but rather the quality of the message.

Do The Opposite with Rich Litvin

In this amazing video, Rich Litvin coaches three coaches who you will recognize from last week on a counterintuitive way to create an amazing year. 

He makes a few amazing suggestions on tools you can use with your clients.

We will examine one of these tools, The Perfect System, this week.

Steve Chandler’s How to Get Clients audiobook

We listened to this in week 1, but it’s worth bringing back since it’s probably the most fully comprehensive piece of content to describe everything we’ve learned so far.

And because the audio is 2 hours and 15 minutes, I haven’t included much more content than it this week.

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The Perfect System

As we move into the second half of the Academy, I’m going to start adding coaching tools and exercises you can use with your clients. 

Remember that what works best is asking for permission… 

“I’ve used a coaching tool myself that’s worked really well. Would you be open to hearing about it?”

In Rich’s video this week, he talked extensively about The Perfect System. 

Several years ago he had the realization that he always struggled with money no matter how much he earned. 

As a result, Rich created “The Perfect System For Struggling With Money No Matter How Much You Earn.” 

It’s a mind map or a guide to hypothetically teach others how to do the same thing with the idea being that Rich is a master at it himself. 

Here’s the truth about YOUR perfect system…

You have systems in every area of your life, and whatever results you’re getting is the perfect result for the system you’ve created.

If the result you’re getting is NOT what you want, then you have to modify your system. 

Writing our your perfect system is a process of making you aware of all the steps it takes to NOT be successful, and doing so in a lighthearted way. 

It’s also a process of becoming aware. 

Awareness is the first step to change and the first step to achievement. 

The Perfect System Exercise  

Begin by asking yourself, “What in my life works and what doesn’t work?” 

Consider that question and then begin to realize that whatever works and whatever doesn’t work is the result of the system you’ve created to support it.

I asked you in last week’s homework, “With your coaching business, what’s working and what’s not working?”

In this exercise you can examine your answers to that question or explore a different area of your life. 

My first coach, Minor, helped me create “The Perfect System For Constantly Eating Well, Exercising, and Getting Fat!” 

It was a Guide For Dummies that if followed by others would produce the same results for them that I was achieving. 

For me, the process of creating it was fun as well as enlightening!

I learned that the reason I would continuously lose focus on my food goals is because I was still using the perfect system that at some earlier point in my life worked well but no longer does. 

It's like creating a computer program that used to give me the results I wanted, such as releasing stress by eating sugar or allowing me to escape from the world when I isolated after feeling fat, but years later I was expecting it to work even though I hadn’t upgraded it.

Are you ready to play? Are you ready to create your Guide For Dummies on Your Perfect System? 

This is a powerful exercise, one that by doing yourself will help you help your clients. 

And it’s a portion of your homework this week.

Check our Rich’s Perfect System HERE

Check mine out (it’s so good) HERE

Another one on people pleasing is HERE.

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Homework is due by the end of Monday night!

Post your weekly reports as well as anything else I assign in the Facebook group, please! 

And I will release the next week’s Academy materials on Tuesday!

With Referrals, give the gift of your time.

These words… “If you know someone who would benefit from what I do, here’s what I'll do. I will offer them an hour and a half of my time for free and that would be a gift from you.”

My Weekly Report

Tracking Report

—How did you do this week with inviting one person each day on average for the 30-Day Invite Game?

The Perfect Game Exercise

—What’s your Guide For Dummies on Your Perfect System? What system have you created that’s producing results you don’t want?

(And if you created one already and feel compelled to share it, please do so!)

Research Project

—If you’ve decided to do a research project, what action did you take this week on it?


—How many people did you offer the gift of your time in the form of a referral?

Back to Main Coaching Academy Page HERE.