In this powerful episode, Mishal Saeed is joined by Jono Bacon, founder of State Shift, for an in-depth conversation on what it really takes to scale a coaching business—without compromising authenticity.

Jono shares how State Shift has evolved into a truly scalable company, with systems in place that could double its client capacity today and support even greater growth tomorrow. From the way coaching is delivered to how best practices are documented, every part of the business has been designed with intention.

The conversation also dives into marketing and sales—two areas Jono has approached with thoughtfulness and care. He opens up about exploring advertising, webinars, and building a go-to-market machine, while keeping a close eye on maintaining quality and client trust. In a world flooded with generic outbound messages and growth hacks, Jono advocates for personalization and depth.

If you're a founder, coach, or service provider looking to grow sustainably and stay true to your values, this episode is for you.