{"id":11897,"date":"2018-05-17T03:23:00","date_gmt":"2018-05-17T11:23:00","guid":{"rendered":"https:\/\/www.mindvalley.com\/?p=11897"},"modified":"2025-09-26T12:39:47","modified_gmt":"2025-09-26T17:39:47","slug":"value-based-coaching-business","status":"publish","type":"post","link":"https:\/\/www.mindvalley.com\/coach\/blog\/value-based-coaching-business\/","title":{"rendered":"Transformational coach Rich Litvin on running a values-based business"},"content":{"rendered":"<p data-uw-styling-context=\"true\">I was interviewed a few days ago about how I\u2019ve built my business, and I surprised the interviewer when I mentioned that my team doesn\u2019t have job descriptions or a list of roles and responsibilities.<\/p>\n<p data-uw-styling-context=\"true\">You see, instead, I\u2019ve created a business based on the values that are most important to me. A value-based <a href=\"https:\/\/www.mindvalley.com\/ultimate-guide-on-how-to-start-a-coaching-business?utm_source=blog_hyperlink&amp;utm_campaign=evergreen_sycb\" target=\"_blank\" rel=\"noopener\" data-uw-styling-context=\"true\" aria-label=\"coaching business - opens in new tab\" data-uw-rm-brl=\"false\" data-uw-rm-ext-link=\"na\">coaching business<\/a>.<\/p>\n<p data-uw-styling-context=\"true\">I train my team in these values; we refer to these values often, and we make decisions based on these values.<\/p>\n<p data-uw-styling-context=\"true\">For example, I have no interest in being a business that prides itself on our speed in replying to emails or how many followers we have on Twitter.<\/p>\n<p data-uw-styling-context=\"true\">These values help me create a team that loves to be together. And loves to serve together.<\/p>\n<h2>1. Slow down to speed up<\/h2>\n<p data-uw-styling-context=\"true\">We put quality before quantity, reflection before reaction, and intention before attention. We do not run an urgency-based business.<\/p>\n<h2>2. Space is where miracles occur<\/h2>\n<p data-uw-styling-context=\"true\">We put free days, time in nature, and fun on our calendar first. Everything else comes next.<\/p>\n<p data-uw-styling-context=\"true\">We begin every team meeting by sharing something fun we each did last week that has nothing to do with business. And then we all shout \u201cYippee!\u201d in response. After all, our business is in service of us living an extraordinary life.<\/p>\n<h2>3. Do what scares you<\/h2>\n<p data-uw-styling-context=\"true\">We serve vs. please. We put risk before safety. And we try to get thrown out.<\/p>\n<h2>4. Do the opposite<\/h2>\n<p data-uw-styling-context=\"true\">To be successful, we watch what everyone else is doing\u2014and we do the opposite.<\/p>\n<h2>5. I coach kings<\/h2>\n<p data-uw-styling-context=\"true\">I work only with clients who inspire me, NOT clients I can inspire.<\/p>\n<p data-uw-styling-context=\"true\">And I run a business for world-class top performers, run by world-class top performers.<\/p>\n<h2>6. Client astonishment<\/h2>\n<p data-uw-styling-context=\"true\">This is the cornerstone of our business.<\/p>\n<p data-uw-styling-context=\"true\">Every day we wake up and ask ourselves one question:<em data-uw-styling-context=\"true\">\u00a0\u201cWho can I serve?\u201d<\/em><\/p>\n<p data-uw-styling-context=\"true\">And then we\u00a0<a href=\"https:\/\/www.mindvalley.com\/blog\/deep-coaching-with-rich-litvin\" target=\"_blank\" rel=\"noopener\" data-uw-styling-context=\"true\" aria-label=\"serve them SO powerfully - opens in new tab\" data-uw-rm-brl=\"false\" data-uw-rm-ext-link=\"na\">serve them SO powerfully<\/a> they never forget our conversation for the rest of their life.<\/p>\n<h2>7. Spend time with extraordinary people<\/h2>\n<p data-uw-styling-context=\"true\">This has been my one-line business plan for 10 years. We seek out world-class top performers.<\/p>\n<h2>8. Hell Yeah, or hell no<\/h2>\n<p data-uw-styling-context=\"true\">Unless I can commit 100% to something, I call it a hell no.<\/p>\n<p data-uw-styling-context=\"true\">There\u2019s no such thing as \u201cHell Maybe.\u201d<\/p>\n<h2>9. Zone of genius<\/h2>\n<p data-uw-styling-context=\"true\">There are only one to three things each of us can do extraordinarily well that have an <a style=\"outline: none;\" href=\"https:\/\/www.mindvalley.com\/blog\/4-powerful-mindsets-to-build-a-6-figure-coaching-business\/\" target=\"_blank\" rel=\"noopener\" data-uw-styling-context=\"true\" aria-label=\"exponential effect on our business - opens in new tab\" data-uw-rm-brl=\"false\" data-uw-rm-ext-link=\"na\">exponential effect on our business<\/a>.<\/p>\n<p data-uw-styling-context=\"true\">Our job is to put everything else on our Avoid-At-All-Cost List.<\/p>\n<p data-uw-styling-context=\"true\">Our job is to help each of us focus only on our Zone of Genius.<\/p>\n<ul>\n<li data-uw-styling-context=\"true\"><strong><strong data-uw-styling-context=\"true\">THE LITVIN GROUP \u2013 Our Zone of Genius:<\/strong><\/strong> We offer high-level coaching for top performers. We share wisdom with top performers. We lead an extraordinary community of top performers.<\/li>\n<li data-uw-styling-context=\"true\"><strong><strong data-uw-styling-context=\"true\">THE LITVIN GROUP \u2013 Our Avoid-At-All-Cost List:\u00a0<\/strong><\/strong>We don\u2019t work with \u2018aspiring\u2019 top performers. We don\u2019t do \u2018traditional\u2019 marketing. We are not an urgency-based business.<\/li>\n<li data-uw-styling-context=\"true\"><strong data-uw-styling-context=\"true\">Rich\u2019s Zone of Genius:\u00a0<\/strong>Coaching, creating, and spending time with extraordinary people.<\/li>\n<li data-uw-styling-context=\"true\"><strong data-uw-styling-context=\"true\">Sarah\u2019s Zone of Genius:\u00a0<\/strong>Creating a road map for the business, empowering team members, and monitoring our progress.<\/li>\n<li data-uw-styling-context=\"true\"><strong data-uw-styling-context=\"true\">Andie\u2019s Zone of Genius:\u00a0<\/strong>Setting up our business systems, Monitoring our business systems, Creating business opportunities with extraordinary people<\/li>\n<\/ul>\n<h2>10. Always be creating<\/h2>\n<p data-uw-styling-context=\"true\">We never stop creating: ideas, clients, and stories. And money is the most perfect expression of our creativity.<\/p>\n<h2>11. Hide nothing, hold nothing back<\/h2>\n<p data-uw-styling-context=\"true\">We bring our authentic selves to the team, to our clients, and to the world. We are inner-directed.<\/p>\n<p data-uw-styling-context=\"true\">We laugh at ourselves.<\/p>\n<p data-uw-styling-context=\"true\">And we make a contribution to something far greater than ourselves.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>how-i-run-a-values-based-business-by-rich-litvin<\/p>\n","protected":false},"author":25,"featured_media":29984,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","tve_updated_post":"<div class=\"thrv_wrapper thrv_text_element\">\t<p data-uw-styling-context=\"true\">I was interviewed a few days ago about how I\u2019ve built my business and I surprised the interviewer when I mentioned that my team doesn\u2019t&nbsp;have job descriptions or a list of roles and responsibilities.<\/p><p data-uw-styling-context=\"true\">You see, instead, I\u2019ve created a business based on the values that are most important to me. A value based <a href=\"https:\/\/www.mindvalley.com\/ultimate-guide-on-how-to-start-a-coaching-business?utm_source=blog_hyperlink&amp;utm_campaign=evergreen_sycb\" target=\"_blank\" data-uw-styling-context=\"true\" aria-label=\"coaching business - opens in new tab\" uw-rm-external-link-id=\"https:\/\/www.mindvalley.com\/ultimate-guide-on-how-to-start-a-coaching-business?utm_source=blog_hyperlink&amp;utm_campaign=evergreen_sycb$coachingbusiness\" data-uw-rm-brl=\"false\" data-uw-rm-ext-link=\"na\">coaching business<\/a>.<\/p><p data-uw-styling-context=\"true\">I train my team in these values, we refer to these values often and we make decisions based on these values.<\/p><p data-uw-styling-context=\"true\">For example, I have no interest in being a business that prides itself on our speed in replying to emails or how many followers we have in twitter.<\/p><p data-uw-styling-context=\"true\">These values help me create a team that loves to be together. And loves to serve together.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" data-css=\"tve-u-17b7761a736\" style=\"\"><h2 data-css=\"tve-u-17b7761ba09\" style=\"\" class=\"\"><strong data-uw-styling-context=\"true\">1. Slow Down to Speed Up<\/strong><\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\">\t<p data-uw-styling-context=\"true\">We put quality before quantity, reflection before reaction, and intention before attention. We do not run an urgency-based business.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" data-css=\"tve-u-17b7761a736\" style=\"\"><h2 data-css=\"tve-u-17b77627c67\" style=\"\" class=\"\"><strong data-uw-styling-context=\"true\">2. Space is Where Miracles Occur<\/strong><\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\">\t<p data-uw-styling-context=\"true\">We put free days, time in nature and fun on our calendar, first. Everything else comes next.<\/p><p data-uw-styling-context=\"true\">We begin every team meeting by sharing something fun we each did last week, that has nothing to do with business. And then we all shout \u201cYippee!\u201d in response. After all, our business is in service of us living an extraordinary life.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" data-css=\"tve-u-17b7761a736\" style=\"\"><h2 data-css=\"tve-u-17b77631d74\" style=\"\" class=\"\"><strong data-uw-styling-context=\"true\">3. Do What Scares You<\/strong><\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\">\t<p data-uw-styling-context=\"true\">We Serve vs Please. We put Risk Before Safety. And we try to get thrown out.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" data-css=\"tve-u-17b7761a736\" style=\"\"><h2 data-css=\"tve-u-17b776347af\" style=\"\" class=\"\"><strong data-uw-styling-context=\"true\">4. Do The Opposite<\/strong><\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\">\t<p data-uw-styling-context=\"true\">To be successful, we watch what everyone else is doing \u2013 and we do the opposite.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" data-css=\"tve-u-17b7761a736\" style=\"\"><h2 data-css=\"tve-u-17b776374f6\" style=\"\" class=\"\"><strong data-uw-styling-context=\"true\">5. I Coach Kings<\/strong><\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\">\t<p data-uw-styling-context=\"true\">I work only with clients who inspire me, NOT clients I can inspire.<\/p><p data-uw-styling-context=\"true\">And I run a business for World-Class Top Performers, run by World-Class Top Performers.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" data-css=\"tve-u-17b7761a736\" style=\"\"><h2 data-css=\"tve-u-17b7763a642\" style=\"\" class=\"\"><strong data-uw-styling-context=\"true\">6. Client&nbsp;Astonishment<\/strong><\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\">\t<p data-uw-styling-context=\"true\">This is the cornerstone of our business.<\/p><p data-uw-styling-context=\"true\">Every day we wake up and ask ourselves one question:<em data-uw-styling-context=\"true\">&nbsp;\u201cWho can I serve?\u201d<\/em><\/p><p data-uw-styling-context=\"true\">And then we&nbsp;<a data-uw-styling-context=\"true\" href=\"https:\/\/www.mindvalley.com\/blog\/deep-coaching-with-rich-litvin\" target=\"_blank\" aria-label=\"serve them SO powerfully - opens in new tab\" uw-rm-external-link-id=\"https:\/\/www.mindvalley.com\/blog\/deep-coaching-with-rich-litvin$servethemsopowerfully\" data-uw-rm-brl=\"false\" data-uw-rm-ext-link=\"na\">serve them SO powerfully<\/a> they never forget our conversation for the rest of their life.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" data-css=\"tve-u-17b7761a736\" style=\"\"><h2 data-css=\"tve-u-17b7763d566\" style=\"\" class=\"\"><strong data-uw-styling-context=\"true\">7. Spend Time with Extraordinary People<\/strong><\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\">\t<p data-uw-styling-context=\"true\">This has been my one-line business plan for 10 years. We seek out World-Class Top Performers.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" data-css=\"tve-u-17b7761a736\" style=\"\"><h2 data-css=\"tve-u-17b77640b96\" style=\"\" class=\"\"><strong data-uw-styling-context=\"true\">8. Hell Yeah, or Hell No<\/strong><\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\">\t<p data-uw-styling-context=\"true\">Unless I can commit 100% to something, I call it a Hell No.<\/p><p data-uw-styling-context=\"true\">There\u2019s no such thing as \u201cHell Maybe\u201d.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" data-css=\"tve-u-17b7761a736\" style=\"\"><h2 data-css=\"tve-u-17b776470b8\" style=\"\" class=\"\"><strong data-uw-styling-context=\"true\">9. Zone of Genius<\/strong><\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\">\t<p data-uw-styling-context=\"true\">There are only 1-3 things each of us can do extraordinarily well that have an&nbsp;<a data-uw-styling-context=\"true\" href=\"https:\/\/www.mindvalley.com\/blog\/4-powerful-mindsets-to-build-a-6-figure-coaching-business\/\" target=\"_blank\" class=\"tve-froala\" style=\"outline: none;\" aria-label=\"exponential effect on our business - opens in new tab\" uw-rm-external-link-id=\"https:\/\/www.mindvalley.com\/blog\/4-powerful-mindsets-to-build-a-6-figure-coaching-business\/$exponentialeffectonourbusiness\" data-uw-rm-brl=\"false\" data-uw-rm-ext-link=\"na\">exponential effect on our business<\/a>.<\/p><p data-uw-styling-context=\"true\">Our job is to put everything else on our Avoid-At-All-Cost List.<\/p><p data-uw-styling-context=\"true\">Our job is to help each of us focus only on our Zone of Genius.<\/p><ul class=\"\"><li data-uw-styling-context=\"true\"><strong><strong data-uw-styling-context=\"true\">THE LITVIN GROUP \u2013 Our Zone of Genius:<\/strong><\/strong>&nbsp;We offer high level coaching for top performers. We share wisdom with top performers. We lead an extraordinary community of top performers.<\/li><li data-uw-styling-context=\"true\"><strong><strong data-uw-styling-context=\"true\">THE LITVIN GROUP \u2013 Our Avoid-At-All-Cost List:&nbsp;<\/strong><\/strong>We don\u2019t work with \u2018aspiring\u2019 top performers. We don\u2019t do \u2018traditional\u2019 marketing. We are not an urgency-based business.<strong><br role=\"presentation\"><\/strong><\/li><li data-uw-styling-context=\"true\"><strong data-uw-styling-context=\"true\">Rich\u2019s Zone of Genius:&nbsp;<\/strong>Coaching, Creating, Spending time with extraordinary people.<strong><br role=\"presentation\"><\/strong><\/li><li data-uw-styling-context=\"true\"><strong data-uw-styling-context=\"true\">Sarah\u2019s Zone of Genius:&nbsp;<\/strong>Creating a road map for the business, Empowering team members, Monitoring our progress.<\/li><li data-uw-styling-context=\"true\"><strong data-uw-styling-context=\"true\">Andie\u2019s Zone of Genius:&nbsp;<\/strong>Setting up our business systems, Monitoring our business systems, Creating business opportunities with extraordinary people<\/li><\/ul><\/div><div class=\"thrv_wrapper thrv_text_element\" data-css=\"tve-u-17b7761a736\" style=\"\"><h2 data-css=\"tve-u-17b77649f30\" style=\"\" class=\"\"><strong data-uw-styling-context=\"true\">10. Always Be Creating<\/strong><\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\">\t<p data-uw-styling-context=\"true\">We never stop creating: ideas, clients, stories. And money is the most perfect expression of our creativity.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" data-css=\"tve-u-17b7761a736\" style=\"\"><h2 data-css=\"tve-u-17b7764e0a0\" style=\"\" class=\"\"><strong data-uw-styling-context=\"true\">11. Hide Nothing, Hold Nothing Back<\/strong><\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\">\t<p data-uw-styling-context=\"true\">We bring our authentic self to the team, to our clients, to the world. We are inner-directed.<\/p><p data-uw-styling-context=\"true\">We laugh at ourselves.<\/p><p data-uw-styling-context=\"true\">And we make a contribution to something far greater than ourselves.<\/p><\/div><div class=\"thrv_wrapper thrv_contentbox_shortcode thrv-content-box tve-elem-default-pad Profitable_Coaching_form_sec\" data-css=\"tve-u-1783ade9fa1\" style=\"\">\n\t<div class=\"tve-content-box-background\" style=\"\" data-css=\"tve-u-1783ade9f99\"><\/div>\n\t<div class=\"tve-cb\"><div class=\"thrv_wrapper thrv_text_element\"><h2 style=\"text-align: center;\" class=\"\" data-css=\"tve-u-1783ade9f9b\" data-uw-styling-context=\"true\">Learn the Secret Element High-Performance Coaches Possess to Consistently Deliver 10x Results and 10x Impact for High-End Clients<\/h2><h4 style=\"text-align: center;\" class=\"\" data-css=\"tve-u-1783ade9f9c\" data-uw-styling-context=\"true\" data-uw-rm-mod=\"\" data-uw-rm-heading=\"level\" role=\"heading\" aria-level=\"3\">Discover The 8 Principles of Exponential Coachin Free Masterclass with Rich Litvin<\/h4><\/div><div class=\"thrv_wrapper thrv-columns\" style=\"--tcb-col-el-width:760;\"><div class=\"tcb-flex-row v-2 tcb--cols--2 tcb-resized\" data-css=\"tve-u-1783ade9fa0\" style=\"\"><div class=\"tcb-flex-col\" data-css=\"tve-u-1783ade9f9e\" style=\"\"><div class=\"tcb-col\" style=\"\"><div class=\"thrv_wrapper tve_image_caption\" data-css=\"tve-u-1783ade9f9d\" style=\"\"><span class=\"tve_image_frame\"><img class=\"tve_image wp-image-4217\" alt=\"a screenshot of a video game\" data-id=\"4217\" width=\"243\" data-init-width=\"970\" height=\"113\" data-init-height=\"449\" title=\"bxc-productset2-min\" loading=\"lazy\" src=\"https:\/\/www.mindvalley.com\/coach\/blog\/wp-content\/uploads\/2020\/09\/bxc-productset2-min.png\" data-width=\"243\" data-height=\"113\" data-uw-rm-ima-original=\"a screenshot of a video game\"><\/span><\/div><\/div><\/div><div class=\"tcb-flex-col\" data-css=\"tve-u-1783ade9f9f\" style=\"\"><div 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