Helping online founders overcome the trap of over-working + under-earning | 4 Day Work Week + Resource Optimization to help founders buy back time ⏰ and increase their revenue 💰 | Revenue Accelerator + Fractional COO

Your biggest breakthroughs aren’t strategy problems.
They’re identity problems.

I’ve created 3D identity coaching: the missing infrastructure between where you are and the impossible future calling you forward.

For 9 years, I’ve lived this work.
For 6 years, I’ve coached it: 3,500+ hours with founders, executives, and visionaries who knew strategy wasn’t the problem.

The problem was simpler.
And harder.

They were making future decisions from a past identity.

You can optimize your funnel.
You can hire the team.
You can work nights, weekends, longer, harder.

But if your identity hasn’t expanded to hold what you’re building, you’ll hit the same ceiling again.

Not because you’re broken.
Because you’re operating from an outdated operating system.

This is what changes when identity changes first:

$50K → $1.5M in three years.
W-2 employee → $2M business owner in under two.
Unstable revenue → $125K deals, repeatable.
$95K closed in one week after months of drought.

Not because they hustled harder.
Because they became the person for whom that growth was inevitable.

Here’s the truth most people won’t say:

It doesn’t matter where you started.
Your past doesn’t get a vote on your future.
You can change your stars.

But only if you’re willing to stop making decisions as who you’ve been and start choosing as who you’re becoming.

That gap?
That’s where I work.

I collapse time between the identity you’re holding and the one your future requires.

I help bold visionaries build empires that feel as good as they look…without burning out, without losing themselves, without wondering if they’re enough.

You don’t need another strategy.
You need to become the person your strategy was designed for.

I’m building The Possibility Investor:
A tech-enabled identity coaching platform where leaders upgrade self-trust, expand capacity, and become who their future demands.

This isn’t mindset.
This isn’t motivation.
This is identity infrastructure.

The operating system behind every 10x decision you’ll ever make.

If your future self has been whispering and you’re finally ready to listen:

Don’t take my word this works.
Come experience it for yourself in real time.

Give me three hours and we’ll change your future.

Join the Identity Activation Experience.
February 3rd, 2026 | 11am–2pm PT

DM me “identity” for founder pricing.

Cassie Shea ✨

My business turns 6 this month.
I’ve never sent an email to my list.
I have 1,087 people on it.

Every single one came from a real conversation.
A referral.
A moment of connection that mattered.

That’s how I’ve built this thing—1 person at a time.

And I’m proud of that.

Here’s what the last 6 years taught me:

1. Move toward the work, not the location.

My first client was Intelligent Change, a gratitude journal company in London. I moved there on a whim. Made some of my best friends. Lived 1 of the best years of my life. The work led. I followed.

2. Volume creates mastery.

3,500 hours of 1:1 coaching later, I understand how humans change. How identity becomes the lever. How we future-cast who we want to be, then reverse-engineer everything else. You can’t skip the reps.

3. Your offer will evolve 20 times. Let it.

My first offer was $500/day as a per diem Chief of Staff. Now I run a completely different business. The early versions weren’t wrong. They were necessary.

4. Teaching your work forces you to clarify it.
Last summer, I trained 12 coaches in my method through the Possibility Thinking Certification. Systematizing what I do opened up a world I didn’t know existed. If you can teach it, you actually know it.

5. Become your own best client.

I’ve invested over $100K in my own coaching. Some of it was a total miss (looking at you, $10K Facebook ads course I never used). Some of it returned 6x instantly. My best decision? Joining Dustin Riechmann 🔥’s 7-Figure Leap 3 years ago. That network changed everything.

6. The identity work comes first.

Strategy doesn’t fix an identity problem. I’ve watched this play out in every client I’ve ever worked with. The moment they step into who they’re becoming, everything else reorganizes around that. Including the business.

So here’s what’s next:

This year is about systems.

About stepping fully into my own identity as a guide.

About reaching the people I’ve been building this for.

And I’m starting with a birthday party.

On February 3rd, I’m hosting the Identity Activation Experience—live.

It’s the foundation of the work that’s moved mountains for my clients.

And for me.

We’re setting intention for who we’re becoming in 2026. 

Not from where we’ve been.
From where we’re going.

If you’re a prior client or we’ve worked together in any capacity:
I’d love to gift you a free seat. 
DM me “IDENTITY.”

If you’ve never experienced this work:
I’m offering a founder price. 
Same deal: DM me “IDENTITY.”

Link in the comments.

This is the work I feel called to bring into the world more and more.

If that lands, I’d love to see you there.

Cassie Shea

Identity Coach | Helping entrepreneurs design their legacy through identity-first transformation and coaching | Founder, Possibility Investor | Experiential Facilitator

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Yesterday, 4 adults cried in a room together while planning a business.

(The first thing I do when facilitating is look for the Kleenex box). 

We weren’t sad.

We were expanding.

My client Dave brought me to Poulsbo, an hour and a half outside Seattle, on the sound, to hold space for something bigger than a revenue goal.

We’ve been working together for 8 months.

We’ve changed his positioning.
Restructured his identity story.
Rebuilt his offer stack.
Onboarded team around his zone of genius.
Closed new clients at higher rates.

But yesterday was different.
Yesterday, we asked: What happens when your impact needs to outlast you?

We spent 8 hours at a whiteboard.
We cried, all 4 of us, multiple times.
Tears of humility.
Tears of hope.
Tears of seeing what becomes possible when you stop building a business and start building an institution with a soul.

We mapped a 100-year impact model.
We built a $10M revenue plan for a company still under $1M.

And at the end of the day, the word that landed was expansion.
Not growth.
Expansion.

Here’s what I know:

Expanding what’s possible requires epic vision.

It requires clarity on your goals.

And it requires a team built around strengths that are not yours.

Because identity work isn’t just personal transformation.

It’s structural.

It’s asking: Who do I need to become to hold the size of what I’m building?

And then: Who do I need around me to make it real?

I don’t drink coffee anymore.
But I feel like I drank 17 cups yesterday.
My soul is still lit.
Because this is the work.
Not fixing people.
Not optimizing funnels.

Holding space for people who are ready to claim their giftedness and decide their impact will outlast them.

That’s what gets to happen when you do identity work.

Grateful doesn’t even touch it.​​​​​​​​​​​​​​​​

PS -
Dave Raley made us matching sweatshirts and it helped “literally” hold space for our new identity! I joke that identity work is like trying on a new pair of clothes… totally stoked that vision came true!

I want to pay you to put an ad in your next email.

Seriously.

If you:
• Sell a $10K+ service
• Have 1,500-10,000 people on your list
• Can send within the next week

DM me your price.

But first? Drop a comment and brag about your audience. Why are they the best people I could possibly reach?

(Yes, I’m ready to pay now.)

Proof of life, not a robot. 
Me on the ferry to Seattle from Bainbridge island yesterday because my rental Tesla ran out of juice on the way to airport. Theme song: “I’m on a boat.”

9.5 years ago, I was so unsatisfied with my role in the world that I invented a system to escape it.

I hated my title.

I couldn't stand that I didn't have a seat at the table where important decisions were being made.

And I looked at my paycheck and thought: This isn't enough to live the life I actually want to live.

I was a W-2 employee. Entry-level. Talented, but trapped in a role that didn't reflect my actual capacity.

I felt like I was meant for more.

But I had no idea how to get from where I was to where I needed to be.

So I built something.

Not a vision board. Not a goal sheet.

A system that would give me self-agency, skill development, and an exponential growth track for both my leadership ability and my income.

That system became identity work.

Here's what I did:
 
I projected forward five years and asked: Who could I be?

At the time, I was in sales. Partnerships. Account management. Bringing in revenue but not leading it.

So I looked at the next highest role in the org: Chief Revenue Officer.
I pulled 20 to 40 job descriptions and searched for patterns.

Three themes emerged: leadership, change management, and people development.

I listed the key skills in each area. The ones I'd need to not just attain, but master.

Then I gave myself a grade. A through F. On how I was actually doing.

And then I asked the most important question:
What extracurricular project—outside my 9-to-5, outside my current scope—could I take on that would allow me to create change and develop these skills?

I did this every single quarter.

Within the first year, I doubled my salary.

Six months after that, I took another big leap.

Less than 18 months in, I was managing 14 people and a $14M P&L.

I had more than doubled my income and gone from entry-level employee to leader.

Not because I got lucky.

Because I closed the gap between who I was and who my future self already needed to be.

That's the power of identity work.
Getting clear on where you're going. 
Naming the skill gaps.
Asking: What would need to be true for me to act as if I already am that person?

And then identifying opportunities to close those gaps in real time.

That was the genesis.

10 years later, it's evolved into something much deeper.

But it started with a simple, honest question: Who do I need to become to live the life I know I'm capable of?

And then building the skills to match the answer.

I'm curious:

Whatever you're teaching, leading, or investing in now—what was your origin story?

What problem were you trying to solve when you first started?

PS - balance was my lowest rated category 10 years ago. I'm glad I've learned more since then about work-life integration and healthy habits!

Alan Price Coaching

I help highly successful leaders create lasting positive change in others through transformative change within themselves. Each person is unique in what matters most to them and what true greatness will look like in each area of their lives. Truly great people strive for greatness in all areas.

The Coach

BlueLine Studios Inc.

Out of stealth now. We just released our game Hanx101 Trivia exclusively on Apple Arcade

Director Of Operations

The Immersive Technology Alliance (ITA3D)

President of the Board of Directors for the Immersive Technology Alliance (formerly the S-3D Gaming Alliance).

President

Co-Active Training Institute

The most rigorous and respected coach training program in the industry. Accredited with the ICF, considered the "gold standard" of coaching by the McLean Harvard Institute of Coaching.

Certified Professional Co-Active Coach

Vision Critical

Lead R&D and Product development. Vision Critical is a continuous customer insights solution provider that enables organizations to drive better business outcomes while ensuring world-class customer journeys

CTO, Head of Product Strategy

Fuel Powered

Directing, team leading, and demon coding an online mobile SDK platform that is highly dynamic and easy to integrate. Fuel Powered has created an online challenge, tournament, and dynamic live event platform for top tier mobile developers that increases engagement and retention in existing and new games.

Company was acquired by Animoca

Co-Founder and CTO

Epiphination

Epiphination provides consulting services in product development, operations and technical leadership to the video games and SaaS industries.

Digido Interactive

Digido Interactive creates useful games and digital experiences that change the way we work and play. We are currently working on products at the convergence of children's health, video games, and ubiquitous computing

Founder and Chief Propellerhead

Electronic Arts

CTO of the EA Canada studio responsible for the overall technical direction of the studio’s AAA EA SPORTS titles (FIFA Soccer, NHL Hockey, NBA LIVE, EA SPORTS Active, Fight Night and others)

Group Technical Director - Soccer Franchise

Group Technical Director - Gen2 Sports Titles

Technical Director

Senior Software Engineer

Rockwell Software

Software Engineer

Successful leaders in tech hire me to go from restless, unhappy, and trapped to powerful, intentional and fulfilled by rediscovering purpose and going beyond fitting in.

✦ 𝗪𝗵𝗮𝘁 𝗗𝗼 𝗜 𝗗𝗼? 
Leaders work with me to unleash an UNLIMITED LIFE. In 8 weeks they find meaning in their work, and lives and reignite their passion for greatness.

✦ 𝗪𝗵𝗼 𝗗𝗼 𝗜 𝗪𝗼𝗿𝗸 𝗪𝗶𝘁𝗵? 
I work with high-performing leaders who have been greatly successful yet ask themselves “Why do I still feel deep inside that I was meant for more?” They sacrifice more than needed in their personal life and achieve less than wanted in their professional life. They want greatness in all areas (work, relationships, inner growth) and confidence they are utilizing all their capabilities and gifts. 

✦ 𝗪𝗵𝗮𝘁 𝗠𝗮𝗸𝗲𝘀 𝗠𝗲 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁?
Those who strive for greatness want it to be in all parts of their life, long-lasting and aligned with their principles. 

They want a solution that will remain present and working and not a quick fix on a superficial level. They want a solution that permeates their whole life, not just something that exacerbates imbalance. They understand it will be hard work and not something they will gain by reading a book, using an app, or going to a seminar. 

They demand that their uniqueness, experience, and capabilities are understood and it is not a one size fits all solution. They want to work with somebody whose experiences mirror their own.

✦ 𝗪𝗵𝗮𝘁 𝗢𝘁𝗵𝗲𝗿𝘀 𝗦𝗮𝘆 

"It's been life-changing for me and my career, and it's time for me to let others around me grow and shine for their future."

✧✧✧ Wijarnarko ✧✧✧

"Alan was absolutely amazing to work with and quite honestly, working with him changed my life. He helped me see possibilities that I didn't know were possibilities."

✧✧✧ Nicole ✧✧✧

“If you're looking to become a better leader, a better partner, and/or a happier, better version of yourself, give Alan a call. You won't be disappointed.”

✧✧✧ Melissa ✧✧✧

✦ 𝗛𝗼𝘄 𝗗𝗼𝗲𝘀 𝗜𝘁 𝗪𝗼𝗿𝗸? 
You will work to uncover the foundational pieces that are underutilized or are blocking your path to greatness. You will work on all aspects of your life at the same time and carry lessons from each to the others. You will work directly with me in 1:1 live sessions that will deepen the long-lasting learning. You will know that your experiences are being understood by someone who has shared the same pressures and experiences of success that you endure. You will learn that you don’t have to sell out to succeed.

✦ 𝗥𝗲𝗮𝗱𝘆 𝗧𝗼 𝗧𝗮𝗹𝗸? 
Book a 30-minute virtual coffee chat to find out what coaching can do for you. 

https://go.oncehub.com/APVirtualCoffee

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Cassie Shea ✨

Alan Price

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The Battle

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