Grow Your Video Business with Ryan Koral

469. Why Clients Pay More When They See Your Process with Coach Kav

Dec 22, 2025

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Episode notes

Justin Kavanaugh (Coach Kav), CEO of Sites at Scale, breaks down why showing your creative process isn't just good content—it's a client attraction strategy that gets you paid more. We talk about beating perfectionism paralysis, the psychology behind why clients value transparency, and his AAA framework (Attention, Attraction, Accessibility) for growing your video business. If you've been holding back on launching something because it's not perfect, this conversation's your wake-up call to ship it now and iterate later.

Key Takeaways

Transparency builds trust and value - When clients see your creative process and understand the thought behind each decision, they appreciate your work more and are willing to pay premium rates because you're managing expectations throughout the journey
Done beats perfect every time - The only way to learn what actually works is to ship your content, test it with real audiences, and iterate based on feedback rather than staying stuck in planning mode
The AAA Framework for growth - Attention (getting traffic), Attraction (converting the right clients), and Accessibility (delivering exceptional customer experience) are the three pillars that solve most business problems
Behind-the-scenes content is strategic - Showing work-in-progress builds connection with your audience, demonstrates your expertise, and creates viral potential because people want to be part of your journey

About Justin Kavanaugh

Justin Kavanaugh, known as Coach Kav, is a six-time Olympic coach, performance strategist, and CEO of Sites at Scale. With two decades coaching elite athletes and advising business leaders, he helps people win the right way with integrity, clarity, and mastery. His frameworks (WIN the Right Way, Every Day is Game Day, Live Your Telos) fuse Olympic principles with business success, empowering leaders to scale, perform, and build lasting legacies.

In This Episode

[00:00] Welcome to the show!

[04:01] Meet Justin Kavanaugh

[10:52] Good Communication

[14:30] Getting Ideal Clients

[19:37] Be Where Your Feet Are

[22:28] All In

[23:23] Showing Up Prepared

[32:57] Putting In The Practice

[42:05] Anxiety and Adrenaline

[48:51] Connect with Justin
[52:11] Outro

Quotes

"All relationships are won or lost at the expectation level." - Justin Kavanaugh

"You're not going to learn through thinking. You're going to learn through action." - Justin Kavanaugh

"It's only a failure if you quit. So you want to fail fast, fail forward and then don't quit, because if you quit, that's when it actually is a failure." - Justin Kavanaugh

"Work in progress becomes work and profit for businesses if you showcase it." - Justin Kavanaugh

"If you just wait for that TED Talk and you get ready for your keynote speech, what's going to happen is you're never going to get that opportunity, because they don't think that you're the person that could come on stage and own the stage." - Justin Kavanaugh