When you build a business around your Authority, having external counsel who can both shine a light on your brilliance, and steer you away from niggling fears and doubts can prove a solid investment and into momentum, is a pretty great investment in the future of your business’ success.

So today, a new newsletter format that shows you a BTS look into how a coaching session with me goes, and a story of a client who went through coaching with me in the past who has an Authority Story to share with you!

I hope the guidance in the conversation and the inspiration from Natassia are helpful to you this Wednesday, but as always, if you crave personalised, deep support on both your business and you as the founder behind it, let’s connect.

From The Coach’s Chair

Meet Sam. (Name changed).

During this session, Sam kicked off with some more existential “Who am I? What am I good for?” niggling doubt. Such doubts are common through periods of change, pivot or reset as a business owner. Or even just habitual when working solo without a boss to tell you you’re doing great!

I was on hand to help!

Keep reading to find out what happened next.

Here’s a snippet of the coaching session, edited for clarity and confidentiality.

You’ll see what I mean when I say that positioning is both an emotional and tactical process. We have to look inward because strong positioning requires self-belief: claiming your seat at the table as an Authority who charges based on value not hours at a desk. It requires making a clear choice about exactly what you will and won’t do, and bold decisions require confidence.

But it’s also tactical. You know when you have positioning nailed because the external result is something you can point to: such as a new website, set of core beliefs, or signature service.

(BTW if some terminology isn’t familiar to you, Sam and I reference the Authority Manifesto: a document clients get access to in order to guide their thinking between sessions).

Ellen: How have you been feeling about your positioning?

Sam: I’ve noticed I have to be in the right mood to think about this stuff. When I’m feeling low, it is. But when I feel good and dig into the “truths,” it’s powerful. I used your worksheets. Doing the “truths” took me a while. I had to really think about what I actually believe — because I’ve spent so much time selling myself. I had to strip away the fluff. It was confronting but good.

Ellen: That’s the point — it’s supposed to be honest. So now we know your horizontal — the “how” you create change — your external perspective. We just need to land that in the right context and what kind of problems. If I asked, “What are the top things people should associate with you. “Go to Sam for X, Y, Z” what would you say?”

Sam: It’s those organisations who have been forward thinking and now are ready for the next stage to stay ahead of the curve.

Ellen: Great, we’ve been circling around this space for a while now, landing you in it emotionally. Let’s park finding the perfect words for now. But tell me, are there any current clients you could go to and say, “Just so you know, this is the direction I’m evolving in; can we reset how we work together?”

Sam: Don’t think so. I am not sure I’ve defined my value proposition or process clearly enough yet.

Ellen: So it might be something we test with new clients, not existing ones.

Sam: Exactly. I need to figure out what the process or offer actually is first. And I’m glad you said that, because I really don’t want to just rewrite my website and end up doing the same old work.

Ellen: No — the articulation of what you’re up to now isn’t the milestone of this work. The results are. We need to get you landing new clients in this direction, not just describing it nicely.

Sam: Yes. And right now, my pipeline is slow.

Ellen: So let’s make sure your One Big Idea becomes a conversation starter that builds momentum — whether that’s a roundtable, a white paper, or a small event. Externalising your thinking is what will lead to clients.

Sam: The challenge is that not everyone believes what I believe; my view feels counter-cultural.

Ellen: Good. That’s exactly what a One Big Idea is for; to educate the market. You’re not stating a universal truth acknowledged. Rather, you’re showing leadership with your views.

Sam: I guess I worry it’s too opinion-based.

Ellen: All OBIs are. Mine, “the future of work is entrepreneurship”, is an argument that leads to my services. Yours will do the same. Your job is to bring those worlds together.

Sam: But your OBI is true no? I keep telling people about it, thanks to reading your work!

Ellen: Ha yes, and notice that you’ve bought my services, too! You are my client, you see? So you’re one of the people who bought into this belief. Your clients will have to go through that same process with you, too.

Sam: I like that.

Ellen: Good. Because you’ve already been saying versions of your OBI for years.

Sam: I know, my website tagline is actually pretty close.

Ellen: There you go, you’ve been circling it forever. But, and why we’re here, is that you’re still selling tangible deliverables. Your next phase is about embedding your strategic insight into the offer you are actually selling across your clients.

Sam: I just don’t know what clients would expect from that. Like, what’s the deliverable?

Ellen: Great question! That’s the next phase we’re entering, phase two designing your signature offer. We’ve done the positioning; now we turn it into a service structure. It’ll likely start as something bespoke… maybe a retainer or project-based partnership rather than a cookie cutter course. You’ll refine from there. I’m imagining you co-creating strategies with clients. You’ll facilitate, interrogate, guide.

Sam: Oh, that’s exciting. That’s exactly what I want; drawing insights out and getting alignment. It would be more fun, more valuable, and actually better for the client.

Ellen: Amazing.

Sam: It also protects my value, because clients can’t just get ChatGPT to do that. I could even bring in collaborators… facilitators, sketch artists, my network is part of the value.

Ellen: Yes! You can design it how you want. You’re selling the process and the people, not just the output.

Sam: This really fits with my OBI, too.

Ellen: Exactly. See how happy your voice sounds now?

Sam: I can’t help it!

I’d love to hear what came up for you reading this session summary. Reply and let me know!

Authority Stories

From finance to sexology, meet Natassia Miller

Hear from an entrepreneur who has been through coaching with me, and grown their Authority and their business as a result.

This is an extra special one for me, having met Natassia back in 2021 and followed her journey closely, first as her coach through this transition and into 2020, then as simply an admirer of what she’s gone on to build year on year since!

Enjoy!

Natassia Miller is a Brazilian sexologist who helps women and couples build a sex life and relationship they look forward to. She is the founder of Wonderlust, a sexual wellness company offering tools, education, and exclusive events. Based in New York City, Natassia’s work blends research, psychology, and mindfulness. Before becoming a sexologist, she worked in finance. Her expertise has been featured in Cosmopolitan, Glamour, GQ, and NBC.

Tell us about your business, your mission and Authority area?

I’m the founder of Wonderlust, a sexual wellness company helping women and couples build a sex life and relationship they look forward to. My work bridges science and sensuality, combining research-based education, mindfulness, and real conversation to transform how people experience intimacy.

My area of authority is in desire and sexual communication. I teach individuals and couples how to better understand their unique desire styles, break free from shame, and create space for pleasure that feels authentic and sustainable.

Wonderlust’s mission is to help people feel more confident, connected, and fulfilled in the bedroom—and beyond—because when we own our pleasure, it impacts every part of our lives, from our relationships to our sense of self.

How has your authority evolved since your coaching with Ellen?

Working with Ellen was a turning point in my career. She helped me gain the confidence and clarity I needed to articulate my mission, vision, and next steps with precision.

Since then, my authority has evolved from having a general passion for intimacy education to leading Wonderlust today with a very clear purpose. That clarity has gone on to shape everything from my speaking engagements and workshops to how I design educational tools and experiences that make sexual wellness more approachable and empowering.

Why did you choose to have coaching with Ellen, specifically?

I'm a solo founder and felt very alone in this journey. I also wanted to make sure I succeeded, and Ellen's direct approach fit with my style, so I pulled the trigger.

What did coaching with Ellen unlock for you in terms of your business, clarity or authority?

Coaching with Ellen unlocked a deep sense of confidence and direction in my work. Before, I struggled to translate it into a clear message and business strategy. Through our work together, I gained clarity on who I serve, what I stand for, how I should spend my time, what I should delegate and how to communicate all of that with authority.

Plus, she made me feel like I had a partner in this journey, which was very comforting.

What was an unexpected takeaway from the coaching?

I liked how Ellen pushed back and always kept me in check. She is also very sharp, present and focused during our meetings, which inspired me to show up with similar energy to make sure we got the most out of our time together.

What are you proudest of in your business since coaching?

What moves me most is hearing from both clients and followers how my work has helped them have breakthroughs in their sexuality and sex lives.

Of course, hosting the Sex Talks event series at Soho House New York and being featured on NBC, Cosmopolitan, Glamour and other leading outlets have also been very special.

What's your vision for your business in the next few years?

My vision is to transform how women experience and talk about sex. Over the next few years, I’m building a global community where women can learn, connect, and feel empowered in their pleasure—through expert-led education, events, and real conversations that normalise what’s too often left unspoken… I'm very excited for that.

Any advice you might have for someone reading this, who wants to become an authority in their space?

You're ready when you decide you're ready, and confidence is learned by doing.

In retrospect, I held myself back from a few key opportunities because I thought I needed to be better prepared. I wish I hadn't and today this mantra has opened so many doors for me.

Connect with Natassia:

Links: newsletter: lustintranslation.com 
website: wonderlust.co/coaching 
IG: @natassiamiller