Founder. Coaching Coaches. Coaching Training that doesn’t cost the earth! Over 150,000 people trained. OUT NOW - Burnout Coach & Trainer Certification. See Featured section below!

What the world won't tell you....
Is that training and personal development doesn't have to cost the earth!

Burnout Coach & Trainer Certification - OUT NOW
Go Here => https://www.thepriorityacademy.com/burnout-coach-trainer-certification/

An international best-selling training provider in the areas of Coaching, Mental Health, Emotional Intelligence, Leadership and Mindset.

Coaching Coaches: DM me COACH to start the conversation!
=> Expert guidance from someone with 20 years experience as a coach. 
Coaches, if you need help please get in touch. I'll bring my 20+years knowledge and experience with me to help you thrive!

Leadership Coaching: DM me LEAD to start the conversation
=> 10+ years of coaching leaders at every level as well as many years as a consultant working at the highest levels.

Training: DM me TRAIN to start the conversation.
=> Over the last 8 years I have trained over 150,000 people in 190+ countries in the areas of mental health, mindset, strategic life coaching, NLP, CBT, meditation, mindfulness and more.

I help coaches master their skills and build their sustainable and ethical coaching business.

My portfolio:
=> I'm the founder, trainer and head coach at The Priority Academy & CoachHive
=> I have produced hundreds of hours of training content
=> I have thousands of hours of coaching experience under my belt
=> I have 7 training programs that are international best sellers in their field
=> I've coached leaders at all C-Suite levels of their business

My results:
=> Hudreds of hours of training material produced
=> 150,000 people have been trained or are training
=> A rating of 4.7 out of 5 across over 32000 reviews
=> A community of over 36,000 people
=> I have trained people in 190 countries around the world

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GO HERE: https://www.thepriorityacademy.com/courses-individual/
To check out my courses and super value course bundles

Wishing you success in all you do.
Graham

Graham Nicholls

I've trained 1,000+ coaches, 
and certifications didn’t make a single one successful.

Here’s the dirty secret nobody talks about:

No successful coach ever told me their breakthrough came from another certification.

It always came from working with real people.

Most coaches aren’t buying certificates to learn.
They’re buying permission to start.

Most coaching certifications are a complete waste of money.

There. I said it.

Every week I watch new coaches blow £5,000+ on another shiny certificate.
Thinking it'll finally make them "qualified" enough.

I did it as well and let me tell you...

It won't.

You know what happens instead?

They graduate feeling exactly as unprepared as before.
And now they're broke.

The certification industry profits from your imposter syndrome.

Confidence comes from one place:
Actually helping people.

Want to build a real coaching practice? 
Skip the certificates and do this instead:

→ Actually coaching people (yes, just get started)

→ Collecting 10 testimonials that prove you get results

→ Learning to sell without feeling like a used car salesman

The infographic shows what actually replaces certifications when you want real clients, and most coaches aren’t doing any of it.

The market doesn't buy your credentials.
It buys transformation.

Every hour in a classroom is an hour not coaching.

Every penny on certificates is money not invested in your business.

Your ideal clients aren't checking your wall for certificates.
They're feeling if you truly get them.

And the certification industry will hate this.

If you need a certificate to feel confident coaching, you’re not ready to coach.

Some coaches will strongly disagree with this.

💾 Save this. Because once you stop hiding behind certificates, the real work begins.

✅ Follow Graham Nicholls If you’re ready to start coaching.

My first coaching client fired me after 3 sessions.
It nearly ended my coaching career.

"This isn't what I need" 

She was right. I was winging it.

And that realisation punched me in the gut.

The woman who fired me needed leadership coaching, 
not life coaching.

I was throwing generic questions at a specific problem.

My confidence was shattered.

That lesson hurt.

But it taught me more than any certification ever did.

After 20 years and working with 1,000+ coaches, 
I see the same mistakes over and over.

Most coaches don’t fail because they’re bad.
They fail because they repeat the same invisible mistakes.

Here are the 10 that kill coaching careers.

One of them ends careers before they ever start.

1. Relying on instinct instead of structure

You think experience means you can wing it. Wrong. 
Build frameworks you can repeat. Structure creates confidence.

2. Giving away coaching in discovery calls

You're so eager to help you solve their problem for free. 
Discovery calls uncover. Coaching sessions solve. Keep them separate.

(I've added all 10 into the infographic for you)

I noticed myself in all of these.

That client who fired me? Best thing that happened to my career.

Twenty years later, I still use the structure she forced me to build.

Most coaches reading this won’t change a thing.

They’ll nod. 
They'll save it.

And repeat the same mistake with their next client.

Follow Graham Nicholls. I write for coaches who are done winging it
and want repeatable confidence in every session.

💾 Save this so that you avoid the mistakes I made.

7 free sessions to 'prove my value.'
She got incredible results. Then paid another coach.

That’s when I realised free holds no leverage.

My stomach dropped when I found out.

Not because of the money.

Because I'd proven her transformation was possible.

Free doesn't create value in the client's mind.

It creates doubt.

That mistake cost me 7 months of second-guessing everything.

But it taught me to map every trap that destroys coaching practices.

Here are the 10 mistakes killing new coaches:

1. Coaching for free to "prove value"

→ Instead: Charge for discovery sessions. Investment creates commitment.

2. Saying yes to everyone who inquires

→ Instead: Turn away 50% of inquiries. Scarcity builds desire.

Mistake number 3 is where most coaches quietly fail.
If you know, you know.

3. Charging £50/hour because you're "just starting"

→ Instead: Price for outcomes, not time. Results aren't rented by the hour.

4. Trying to solve every problem they mention

→ Instead: Pick one transformation. Become known for that single result.

5. Waiting until you feel "qualified enough" to post

→ Instead: Share one insight regularly. Expertise builds in public.

The rest are in the infographic for you.

The coach who got my client charged £300 per session.

In her mind, that made his work infinitely more valuable.

She didn't just buy coaching.

She bought certainty that it mattered.

The market doesn't pay for your potential.

It pays for your conviction.

💾 Save this so that you avoid the common mistakes coaches make.

✅ Follow Graham Nicholls if building you coaching business is your passion.

I've watched brilliant coaches stay stuck.
And I felt like I was letting them down.

They'd have sessions filled with insights. 

Then text me the next week: "Nothing's changed."

It hurt that I wasn't helping.

Then I realised:

The problem wasn't their insight.
It was the gap between knowing and doing.

20 years of coaching experience taught me this:

Clients need proven, repeatable models to navigate the gaps.

Frameworks make insight repeatable.
Coaching makes them transformational.

These 7 frameworks turn awareness into action every time:

🧗 Maslow's Hierarchy of Needs: 
Identify which unmet needs hold your client back.

🎯 Comfort–Stretch–Panic Model: 
Find the zone where challenge meets safety.

🪜 Ladder of Inference: 
Reveal how thoughts shape beliefs and actions.

📈 Four Stages of Competence: 
Show clients where they are on the learning curve.

🔺 Drama Triangle: 
Spot unhealthy roles and shift from blame to ownership.

⭕ Circle of Influence & Concern: 
Focus energy where it makes the biggest difference.

🔄 The 5D Cycle: 
Lead positive, strengths-based change that lasts.

I've watched these models create transformation.

The difference is immediate. The results are lasting.

Insight without structure rarely survives between sessions.

Most coaches eventually find themselves relying on the same few frameworks again and again.

Download my free guide to 7 powerful coaching frameworks you can use today https://lnkd.in/exDmVjHA

💾 Save this to upgrade your coaching to transformational.

✅ Follow Graham Nicholls for coaching tools that actually move the needle.

7 Coaching Frameworks That You Can Use Today

She spent 90 minutes trying to 'unpack' everything.
I gave her 30 minutes and one framework.
Breakthrough.

She was drowning in awareness with zero clarity.

Sam slumped in her chair. Tears in her eyes. Exhausted.

"I feel worse than when I arrived."

We'd spent 90 minutes in the weeds.

Anxiety. Stress. Fears.

All connected. None resolved.

This brilliant woman, reduced to a tangle of unprocessed thoughts.

I see this pattern constantly with high-performing clients.

That's when it hit me.

More time wasn't helping. It was hurting.

Insights everywhere. Direction nowhere.

So I tried something radical.

Next session: 30 minutes maximum.

One framework.

The LASER Framework was born from desperation.

And it's been my go-to with my clients ever since.

L = Locate (5 minutes)
"What's the one thing that, if it shifted today, would change everything?"

→ The core issue driving everything else
→ One specific problem

A = Analyse (10 minutes)
"When did this pattern start protecting you?"

→ Find the original benefit
→ Name the fear beneath the behaviour

S = Shift (10 minutes)
"What would you do differently if this fear wasn't running the show?"

→ Future self thinking
→ Concrete next steps

E = Execute (3 minutes)
"What's your commitment in 24 hours?"

→ Their words, not mine
→ One measurable action

R = Return (2 minutes)
"How will we know this worked next session?"

→ Evidence-based check-in
→ Accountability built in

Total: 30 minutes. No wandering.

"I need to set one boundary with my boss."

That was it.

90 minutes of complexity reduced to one clear next step.

She left energised. Hopeful. Ready.

Your clients aren't stuck because they don't understand themselves.

They're stuck because they're drowning in understanding.

Most people don’t need more insight.
They need fewer, better decisions.

💾 Save this if you run sessions that feel ‘deep’ but don’t move the needle

✅ Follow Graham Nicholls to help create greater impact for you and your clients.

From my first job in technology, I've been captivated by the transformative power of data. Witnessing firsthand the perils of poor data quality nearly sinking a company, I found my calling. Inspired by Thomas Redman's works on Data Quality, I spearheaded the creation of a dedicated team, turning potential disaster into a triumph that earned me a key promotion.

My journey has been defined by turning the "unsexy" into the indispensable. Data quality, often overlooked, became my foundation for world-class AI implementations. Amid biases and challenges, I've forged frameworks ensuring integrity in AI outcomes, a mission honed through invaluable experiences at leading firms like JPMC/WePay, Intuit, and Adobe, and in consulting roles for giants like American Express and UPS.

My approach? Simplify. Like separating big rocks from pebbles and sand, I align organizations' capacity and demand with their vision. The real test comes when transforming a company—guiding leadership through the rocky path of change without losing their essence. It's here, in these crucible moments, that strategies are truly tested and transformational growth is ignited.

The treasures of my journey? The satisfaction of uniting teams under a single strategic banner, breaking down silos, and instilling a culture of prioritization and collaboration.  Now, as the founder of Silicon Valley AI Think Tank, I nurture a growing community where professionals connect and learn. It's a labor of love that’s blossoming into a beacon for AI leaders.

Looking ahead, I'm charged to lead in AI as a writer, connector, community organizer and proponent for AI For Good. With three decades of technology experience, my learning continues. The AI age calls for adaptability, and those poised to thrive are perpetual learners—like me.

As I look back on my journey, every step, every role, every challenge has been a lesson. I bring this wealth of knowledge, this dedication to learning, and this passion for AI to everything I do—ready to empower the next generation of tech leaders.

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Graham Nicholls

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