The Coaching Equation

Episode Summary: Ryan Lang and Brook Bishop break down their proprietary "Path to Mastery" framework - a four-level sequential approach that prevents service-based entrepreneurs from making costly business mistakes. Drawing insights from Alex Hermozi's $81M launch, they reveal why most business owners fail by jumping stages and how following the proper sequence from Startup to Stability to Success to Mastery creates sustainable, scalable service businesses.Key Takeaways:(01:55) The foundation of Path to Mastery: How Maslow's hierarchy, real estate leadership models, and Tony Robbins' commitment to mastery converged into this framework(07:33) Bruce Lee's principle applied to business: "Fear not the man who's practiced 10,000 kicks one time, fear the man who's practiced one kick 10,000 times"(15:55) The technology trap at startup level: Why a $2,000/month tech stack kills more service businesses than competition(21:13) The client avatar breakthrough: Why "I can help everybody" is the fastest way to marketing failure and lead wastage(30:50) Strategy and psychology shifts: The two mandatory changes required every time you level up in business (43:50) Mastery misconception: Why you don't need to master every area of your business - just master finding elite talentNotable Quotes:"Competition is for losers. We have made an incredible business out of finding the right people and partnering with them strategically." (38:09)"If you are not willing to network, build referrals, and meet people, get out of the service business today." (28:34)"You cannot afford to wing it with sales when you're starting a business because you don't get as many at-bats." (23:40)"Simplicity scales. Complexity does not scale." (17:13)"The foundation of your business should be referral, word of mouth, warm network relationships. If you do this at a high level, you will never go hungry." (25:51)Resources Mentioned:DISC Personality Assessment"Who Not How" by Dan Sullivan and Ben HardyTony Robbins' Six Human Needs frameworkPath to Mastery PDF visual frameworkEmpire Partners live eventReady to identify where you are on the Path to Mastery? Don't let another year pass stuck in the wrong sequence. Whether you're drowning in startup overwhelm or plateaued at success, reach out to Empire Partners for a strategic assessment. Email support@empirepartners.io with "PATH ASSESSMENT" in the subject line and we’ll send you the quiz.Connect with Empire Partners: Subscribe to The Coaching Equation Podcast and leave a review to help more service-based entrepreneurs discover the sequential path to business mastery. Share this episode with an entrepreneur who's ready to stop chasing shiny objects and start building their empire the right way.

Episode Summary: Ryan Lang and Brook Bishop dive deep into a record-breaking $81 million book launch, breaking down the strategic elements that made it successful and why most coaches are approaching their business growth completely out of sequence. They reveal how three years of patient trust-building led to one explosive day and what coaches can learn about building systems, relationships, and offers that actually work.Key Takeaways:• (02:47) The donation-based offer strategy: How selling 200 books for $5,998 creates multiple revenue streams while building massive databases through lead capture• (08:32) Why execution isn't the hard part: The real heavy lifting happens 90 days to 6 months before launch through relationship building and affiliate partnerships• (10:44) The $4 million ad spend revelation: How investing over $4 million in ads for a 20X return proves the importance of knowing your numbers and having systems that can handle scale• (18:51) Creating what people actually want: The difference between thinking inwardly ("this would be cool") versus understanding true market demand and building offers people will actually buy• (26:25) Trust as the ultimate currency: How three years of adding value without selling built the foundation for massive revenue generation• (32:33) The sequence problem: Why copying tactics without proper foundation is like switching flour and frosting in a cake recipe - you'll get a very different outcomeNotable Quotes:• "He plays chess while most people are playing checkers. This was 100% orchestrated - he didn't just orchestrate this like a couple months ago." - Ryan Lang (22:31)• "The most important currency these days is trust. And Alex has done an incredible job of just adding value, adding value, adding value." - Brook Bishop (26:25)• "This is not an $81 million day. This is three years of building to this moment." - Brook Bishop (28:02)• "When you create strong systems and structures out of simple pieces, you become nimble, you become scalable, and you become practically bulletproof." - Ryan Lang (31:38)• "You might have all the right ingredients, but if you change up the sequence of when you use those ingredients... you're gonna get a very, very different outcome." - Brook Bishop (32:33)Resources Mentioned:"$100 Million Offers" book and strategic framework "$100 Million Leads" book and methodology “$100 Million Money Models” YouTube LaunchDan Kennedy's "MIFGE" marketing concept Are you building your business in the right sequence, or are you trying to leapfrog to expert-level tactics before mastering the fundamentals? Take an honest look at where you are in your business journey - startup, stability, success, or mastery - and make sure your strategies match your stage. The strongest businesses aren't built overnight; they're built through patient, systematic execution over time.Connect with Empire Partners: Ready to build a coaching business that scales systematically? Subscribe to The Coaching Equation Podcast for weekly insights on building profitable, mission-driven coaching businesses. Leave us a review and share this episode with a coach who needs to hear about proper business sequencing.

Episode Summary: In this high-energy episode, hosts Ryan Lang and Brook Bishop share their transformative experience from a recent Arizona trip where they accomplished more in two days than they had in six months. They dive deep into the power of environmental shifts, concentrated focus without time barriers, and the magic that happens when you're willing to step away from the daily grind to work ON your business instead of just IN it. Discover how immersion, strategic isolation, and being around other high-performers can unlock breakthrough results in record time.Key Takeaways:• (02:27) Concentrated focus is magic - When you remove time barriers and distractions, extraordinary things become possible in compressed timeframes• (08:34) Working IN vs. ON the business - The critical distinction between daily task execution and strategic deep work that actually moves the needle• (13:49) Environmental immersion unlocks creativity - How changing elevation, temperature, sleep patterns, and social connections literally rewires your neural pathways for better ideas• (15:52) Going until the outcome is done - Why abandoning artificial time constraints and pushing through to completion creates exponential results• (25:21) The power of high-frequency people - Being around others who think bigger and commit to outcomes elevates your own standards and possibilities• (29:25) State management drives solutions - Comfortable environments produce comfortable solutions; uncomfortable environments force breakthrough thinkingNotable Quotes:• "When we're willing to kind of take the gas, you know, foot off the accelerator and slow down, and even in some cases come to a complete stop, we got more gas in the tank and we're able to come out of the gates fast and truly accelerate." (02:13)• "Time is qualitative, not quantitative... everything just slowed down. There we weren't thinking about time." (03:02)• "We often have these paradigms around how long something is going to take mainly because we're fucking distracted the whole time." (19:16)• "If you just want to play small, you don't have to do this kind of shit. You don't. You can go hang out in your normal environment with your normal friends, having your normal conversations." (27:18)• "When we're in a comfortable environment, we come up with comfortable solutions. When we go put ourselves in an uncomfortable environment, we come up with uncomfortable solutions." (29:25)Resources Mentioned:• Cal Newport's book: Deep Work - The difference between busy work and concentrated focus• Empire Partners Upcoming Event - www.empirepartners.net/event• Official Podcast Website - www.coachingequation.com Ready to experience the power of immersive focus? Stop waiting for the "perfect time" and start creating breakthrough moments. Join Ryan and Brook at their next quarterly event September 17-20, 2025 in Fort Collins, where you'll step out of your routine, get around other high-performers, and accomplish more in three days than most people do in months. Visit www.empirepartners.net/event for details, and if you need help getting creative with resources, just reach out - they've got a hundred ways to make it work.Connect with Empire Partners: Loved this episode? Subscribe, leave a review, and visit www.coachingequation.com to drop them a voice note - Ryan gets as excited as a school girl when he receives them! Ready to transform your business through strategic immersion? Your breakthrough is waiting.

Episode Summary: In part two of this powerful series, Ryan and Brook dive deep into three more legendary comeback stories that will reframe how you think about crisis and failure. From FedEx CEO Fred Smith's desperate Vegas gamble with the company's last $5,000, to LEGO's $800 million debt recovery, to Airbnb's stunning pivot during COVID-19, these stories prove that your biggest setbacks might actually be your greatest opportunities for breakthrough success.Key Takeaways:(03:49) The FedEx Vegas story: How a $27,000 blackjack win saved a company and led to $69.7 billion in annual revenue - it's not about the action, it's about taking action when your back's against the wall(13:10) LEGO's $300 million loss reality check: Why 12,000 different product elements nearly killed the brand and how radical simplification saved everything(20:14) The danger of "just because we can, doesn't mean we should" - why going deep instead of wide creates unstoppable market dominance(28:49) Airbnb's 80% revenue drop pivot: How losing everything in 8 weeks led to the largest IPO of 2020 at $86 billion valuation(38:43) "Change your offer, change your life" - the fundamental business truth that separates those who survive from those who thriveNotable Quotes: "We cannot live out a mission if we're playing comfortable." - Brook Bishop (17:04)"Just because we can, doesn't mean we should. The path to hell is paved through the pursuit of volume." - Ryan Lang (15:33)"I'm not ready to say that this doesn't work. There's just a different way that I need to find to do it." - Ryan Lang (36:12)"What would you do if you knew that there was no failure? That you couldn't fail?" - Ryan Lang (41:22)Resources Mentioned: The Seven Triggers of a Crisis framework Nibll.com- COVID pivot success storyWhat's the impossible thing you're facing right now? Stop reacting to your crisis and start using it as the catalyst for your breakthrough. Ask yourself: What's your one thing? How would you show up if failure wasn't an option? These stories prove that on the other side of your biggest challenge lies your greatest opportunity - but only if you're willing to make the hard pivot.Connect with Empire Partners: Ready to turn your setback into your comeback? Subscribe to The Coaching Equation Podcast, leave a review, and share this episode with a coach who needs to hear that their current crisis might be their biggest opportunity for success.

Explore inspiring tales of resilience as the hosts dive into Apple's near-collapse in 1997, where Steve Jobs sought help from Microsoft to save the company. Unpack Tesla's critical moment in 2008 when Elon Musk gambled his entire fortune to keep the dream alive. Discover the importance of learning from others' struggles and how to organize overwhelming thoughts with effective strategies. Plus, gain insights into what separates successful businesses from those that fail amidst adversity.

Episode Title: The 3 Scariest Questions in Sales That Close 75-80% of DealsEpisode Summary: Ryan Lang and Brook Bishop reveal the three most feared questions in sales that most people avoid—yet these same questions are what separate top closers from everyone else. Learn the permission-based sales framework that builds trust, creates energetic momentum, and allows you to coach prospects to a "yes" rather than pushing them toward a decision. This isn't about manipulation; it's about serving at the highest level.Key Takeaways: (04:05) The coaching frame that gives you permission to ask hard questions: "Does a good coach tell you what you need to hear or what you want to hear?"(13:36) The bridge question that transitions from discovery to solution: "If I could show you a way to remedy this today, would you be interested?"(27:34) The tie-down close that creates certainty before your offer: "Do you see why so many people get incredible results by leveraging our systems?"(19:00) Why identity shifts are crucial in sales—people hold onto stories as neural pathways that must be disrupted through vocalization((31:47) The neuroscience of opening and closing loops in sales conversations to create natural momentum toward a decision(35:23) How to build an energetic crescendo that leads prospects to say "this is exactly what I need" instead of feeling pressuredNotable Quotes: "We will always do the activities of who we truly believe we are. If you believe you're lazy, guess what? Here you go." - Brook Bishop (19:00)"People don't buy because they like you. They buy because they think you understand them." - Ryan Lang (Referenced)"Being heard means being held. I cannot tell you how many people on the planet have never had somebody hold space for them." - Brook Bishop (16:16)"Don't assume that they want what you have. You must qualify and you've got to get them to vocalize it." - Brook Bishop (21:17)"When you do this the right way, you can literally coach people to a yes." - Brook Bishop (38:59)Resources Mentioned: Empire Partners 7-Step Sales Framework - empirepartners.net/scriptStop avoiding these three questions and start implementing them in your sales process. Download the complete 7-step sales framework at empirepartners.net/script—it's 100% free and contains the exact system Ryan and Brook use to close 75-80% of their prospects. Practice these questions this week and watch how they transform your sales conversations from pushy to powerful.Connect with Empire Partners: Ready to master sales conversations that feel authentic and get results? Subscribe to The Coaching Equation Podcast and grab the free sales script framework. Your prospects are waiting for someone who knows how to ask the right questions—make sure it's you.

Episode 56: Want vs Need: The Freedom Formula Every Coach Must MasterEpisode Summary:In this transformative episode, hosts Ryan Lang and Brook Bishop explore the critical difference between optimizing for want versus need, revealing how this mindset shift is the key to true entrepreneurial freedom. They challenge coaches to examine where they're still building their own prisons by focusing on scarcity instead of abundance, and share the uncomfortable truth about what you must let go of to get what you actually want.Key Takeaways:(02:48) The paradigm shift from looking in the rearview mirror to dreaming big like when you were a kid(10:06) Want equates to freedom while need equates to constraint - understanding this fundamental difference transforms your approach to goals(22:35) The massive cost of apologizing for what you want and how it leads to inevitable self-sabotage(25:16) The power of vision boards and getting clear on what you want without timeline constraints(35:23) The uncomfortable truth: getting what you want has more to do with what you let go of than what you do(38:59) Three critical questions to audit where you're optimizing for scarcity instead of abundanceNotable Quotes:"When we're optimizing based on need, I believe we just build ourselves another prison. Because literally a focus on need is an immediate no to what you want." (10:06)"There is a massive cost for apologizing for what you want. Because every time you do it, you tell yourself that you're wrong." (22:35)"Getting what I want has way more to do with what I'm not gonna do, with what I'm gonna let go of, with what I'm gonna say no to." (35:23)"Why am I not worthy of wanting something that big? Because I'm the one who's deciding that." (33:35)Resources Mentioned:Dan Sullivan's "want vs. need" framework from Strategic Coach - Strategic CoachEd Mylett's lifestyle and business approach - The Ed Mylett ShowSarah Blakely's (Spanx founder) childhood story about failure conditioning - SpanxHeritage Profile personality assessment (formerly at Buffini and Company)John Assaraf's vision board story from The Secret documentary - The SecretTony Robbins' wealth-building principles and paradigm work - Tony RobbinsDo the Work:Ready to stop optimizing for scarcity and start claiming your freedom? Grab a pen and work through the three audit questions from this episode: Where are you optimizing for need instead of want? What becomes possible when you stop apologizing for what you want? What do you need to let go of to get what you actually want?Connect with Empire Partners:Enjoyed the episode? Subscribe, leave a review, and share with a coach who's ready to break free from the employee mindset and build a business based on abundance, not scarcity.

Episode 55: Stop Existing and Start Living: The 700,000 Hour Audit for High-PerformersEpisode Summary:In this powerful episode, hosts Ryan Lang and Brook Bishop dive deep into Ed Mylett's concept of "quality time remaining" and challenge high-performers to audit whether they're truly living with intention or just going through the motions. Discover four critical questions to assess your life, identify the silent killers stealing your time, and learn how to shift from surviving to thriving as both a person and a profitable coach.Key Takeaways:(02:39) Where are your best hours actually going? The shocking reality of screen time vs. intentional living(10:18) Who elevates you versus drains you? Auditing relationships and environments that fuel or deplete your energy(16:37) Legacy impact: Are you building something meaningful or just maintaining the status quo?(25:39) Achievement versus satisfaction: The science of achievement coupled with the art of fulfillment(32:37) Silent killer #1: Hanging out too much in the comfort zone where "good enough" becomes the enemy of greatness(35:50) Silent killer #2: Being a people pleaser and living reactively to others' priorities instead of your own vision(39:07) Silent killer #3: "When then" syndrome - the someday mentality that kills more dreams than fearNotable Quotes:"We will always do the activities of who we truly believe we are. If you believe you're lazy, guess what? Here you go." (06:55)"The ultimate failure is achievement without fulfillment." (26:46)"We cannot live out a mission if we're playing comfortable." (17:04)"When you do hard shit, you feel amazing. When you don't, you feel depressed." (22:25)Resources Mentioned:Ed Mylet's concept of "quality time remaining" - The Ed Mylett Show PodcastChad Cooper's book: Time Isn't the Problem: Four Strategies to Transform Stress Into Success and the Rule of 168Tony Robbins' framework: The science of achievement vs. the art of fulfillmentCell phone screen time audit exercise (03:06)Call to Action:Ready to stop existing and start truly living? Grab a pen and work through the four audit questions from this episode. Then ask yourself: what's one hard thing you can do today to break out of your comfort zone? Your future self is counting on the decisions you make right now.Connect with Empire Partners:Enjoyed the episode? Subscribe, leave a review, and share with a coach who's ready to build a profitable, mission-driven business without sacrificing their values.

[00:02] Welcome to the Show Ryan and Brook welcome Michael Hunter, founder of Spiffy Checkouts, for a conversation about entrepreneurship, marketing, and building scalable businesses.[01:01] The Accidental Marketing Journey Michael started as an entrepreneur at 17 with commission-only sales, got hooked on Tony Robbins, realized speaking was the highest-paid profession, but knew he needed marketing skills first. Spent 13-14 years learning by getting paid to do marketing for others.[03:39] Why Commission-Only Sales at 17 "Ruined" Him The summer between high school and college, Michael chose Cutco kitchen knives over $15/hour catering work. Became a raving fanatic for a product he believed in, learned consultative selling vs. sleazy tactics. Brook reveals this as one of his top recruiting centers for trained salespeople.[08:40] The Miserable Three-Year Grind Failed business partnerships, working alone, constantly losing deals to ex-Infusionsoft employees who had credibility but weren't even good at the software. The breaking point that led to a strategic career move.[11:13] The 45-Degree Angle Strategy Michael took a pay cut to join Infusionsoft for 16 months, not as a direct path but as strategic positioning. "Sometimes the scenic route is actually the fastest path." Left when it got political, returned to agency work with instant credibility boost.[14:10] Moving in 45-Degree Angles Explained Not direct line from A to B, but strategic sidesteps that accelerate long-term progress. Like taking the Infusionsoft job - wasn't direct alignment but helped reach end goals faster.[16:43] From Agency Work to Spiffy Checkouts In the trenches building funnels, websites, copy, ads - knew every tool and limitation. Started custom coding Infusionsoft order forms for big-name clients at $2,500 per checkout page. Realized the opportunity to scale this solution.[19:30] The Agency Hell Reality Check High-stress clients, crossed boundaries, vacations interrupted by launches. "Can't raise families doing this." Identified 20 software ideas, narrowed to 3, chose Spiffy based on highest opportunity, lowest risk to execute.[20:19] You're Competing Against Netflix, Not Other Coaches Mobile optimization isn't just mobile-ready, it's optimized for mobile experience. Your competition isn't direct competitors - it's the user experience set by billion-dollar companies like Netflix and Facebook.[22:29] The Irresistible Offer Foundation Before checkout optimization comes offer optimization. No amount of funnel hacking can fix a broken offer. Must have irresistible offer first, then optimize the experience.[23:16] What Makes an Irresistible Offer People know what's in their product but fail to explain the benefit of getting that result. Your product is a bridge from point A to point B - stop selling the bridge features, start selling the destination.[25:41] The Four Forces Framework Effort required, speed to value, certainty of result, and urgency. Cost-to-value contrast: charge 1/3 to 1/10 of perceived value. Example: "5-day workshop" vs "5-hour workshop" completely changed conversion rates.[28:03] The Xanax vs Meditation Example Effort required, speed to value, certainty, urgency - Xanax wins on all four forces even though meditation is better long-term. How can you make your solution more immediate without compromising quality?[30:54] Marketing the Long-Term Solution Address symptoms first, guide to core problems. Restaurant owner thinks he needs marketing (symptom) but really needs systems (core problem). Meet them where their awareness is, then elevate their thinking.[35:59] What Separates Successful Personal Brands Don't copy what big names do NOW - that's not how they got started. Michael logged into Brendan Burchard's simple systems and was shocked. Fo

The Coaching Equation Podcast - Fast Five Friday: Growth, Optimization & Leadership Transformation**[00:00] **Welcome Back: Growth and Expansion Focus Ryan sets the stage for a power-packed Fast Five Friday centered on the driving force behind both personal and professional transformation—growth never stops demanding your attention.**[01:15] **Greatness Never Goes on Sale The truth bomb: there's no "arrival moment" where everything gets easier. It's a constant battle, and that's actually comforting. Rory Vaden's wisdom: "Success is never owned, it's rented, and the rent is due every day." Stop waiting for the Memorial Day sale on excellence.**[04:30] **What Are You Optimizing For? The obsession-worthy question that changes everything. Ryan's revelation with his wife: they'd been optimizing for goals that no longer served them. Better to fail at the new standard that serves your current self than succeed at the old standard serving yesterday's version of you.**[08:45] **Lewis Carroll's Identity Truth Bomb "It's no use to go back to yesterday because I was a different person then." We're evolving daily at a cellular level—personalities, goals, desires, everything. Stop living in the rearview mirror and beating yourself up for past decisions. You're either going forward or backward, never stagnant.**[12:20] **Your Clients Have All The Answers The week's revelation: no one seems to be asking their customers anything. Four to five business questions answered this week with "go ask your people." Survey for results, satisfaction levels, current problems. Test hooks and titles on your list. The answers you're desperately seeking are right in front of you.**[15:45] **Elite Practitioner to Transformational Leader The biggest shift coaches must make as business owners—and the one very few ever make. It's not about chasing marketing tactics; it's about identity transformation. Focus on "who" first, then "what." Even if you're leading a business of one, this shift changes everything.**[18:30] **Vail Event: A Dream Come True Next Thursday in the Garden of Eden (Vail, Colorado in summer). Ryan's childhood connection to this magical place meets his mission to help coaches make the practitioner-to-leader shift. Limited spaces, application required at quantumempire.io/event.Connect with Empire Partners: quantumempire.io/event