Michael and Ryan Musselman unpack the two sides of every coaching business—doing the work and getting the clients—and why most coaches overbuild the first while neglecting the second. Ryan breaks down his concept of the “identity offer,” shows how to speak to a client’s deeper desires instead of corporate jargon, and walks through his preferred two-day workshop format as a pre-buy experience. They also talk about unlearning stiff corporate communication, showing up as your real self in content, and using data and timing to nurture buyers who aren’t ready yet—without bro marketing or desperation. Learn more about Ryan at his website.