Welcome to Behind the Business. I am with my good friend Jonah who is a Magic Business Coach and today we’re just going to riff on a whole bunch of things around mindset and what supported us to scale both of our businesses.
First I have to stop and just say that I know that when you say Magic Business Coach it’s a crazy thing and no one knows what that means so I just want to unpack for everybody. I coach magicians on how to grow the business. I think a lot of people think that I coach magically. I am not into that woo woo stuff. Business coach for magicians.
The whole topic is mindset. When we met, which was about a year and a half ago in 2024, we were at similar stages in business. We were both around the 20 to 30k a month mark, maybe 30 to 40k. Since then we have both had some pretty big growth. I think you 2.5x and I have 2 point something x.
I remember when we were there it felt like a plateau. There are these invisible plateaus in business. I think 10k a month is one. Around 30k is another. Right now I have felt a bit stuck again at my current level.
So how did you work through that 20 to 30k plateau?
One thing that helped was normalising it. When we met at that mastermind in Fiji, so many people said that stage was a real sticking point. That helped me realise it was not just a me problem. Then I got curious about how people actually moved through it.
One of the biggest shifts was understanding that you cannot outgrow your current identity. You have to expand your identity to expand your financial results. I realised I had a strong subconscious belief that if I doubled my income it would be exhausting, hard, scary and I would burn out. I was comfortable at 30k a month. It was good money. My calendar felt spacious. I valued freedom deeply and I must have believed I would lose that freedom if I doubled my business.
Looking back, I was wrong. There are hard moments at every stage but I am way happier now than I was at 30k a month. Yes, you get busier in the micro. Then you hire, automate or systemise and create space again. The problems are different, not worse.
I used to think I would double the pain, double the work, double the payment failures. But that was not true. I did not double the work. I expanded my capacity to hold more.
For me, the mindset shift came first. Then strategy followed. When you upgrade your mindset, you think of different ideas. Yes, we increased ad spend. Yes, I took more risks. But I did not burn everything to the ground. I amplified what was already working.
There is a funny belief around ads. Spending 5k a month feels fine. Spending 20k feels terrifying. But it is just a number on a bank statement. In earlier stages, you look at cost instead of return on investment. It is the same with investing in a coach. Early mindset says what will this cost me. Mature mindset says what will this create for me.
As you expand your capacity to hold more, you naturally operate differently. You value your time differently. You say no to more things. It is not about raising your maximum. It is about raising your minimum. Instead of dreaming about a 60k month, you stop being okay with 30k months.
Sometimes you can just summon money when you decide you will. If I told you to make 10k in 72 hours and I would give you a million, you would figure it out. We all have more capacity than we think.
A lot of it comes back to the word hard. None of what we do is hard in the grand scheme. It can be emotionally taxing. It can be time consuming. But it is not laying bricks in 40 degree heat. A marathon is hard. Running ads is not that kind of hard.
Your body will not go where your mind does not issue. That mindset got me through my marathon. I made it fun. I chose a different story.
That is the tool. Choose the useful story. One story says I am stuck and I am a loser. Another story says I have normalised a level that used to be my dream and now I get to expand again. Only one story is useful.
When I had my appendix burst, the pain was excruciating. I told myself if this is the worst pain I ever feel in my life, I will be okay. I am handling it right now. That mantra has carried me through hard seasons in business. If this is as hard as it gets, I can handle it.
Mindset has played a massive role for both of us in doubling and significantly increasing our revenue. I hope this gave you a reframe around investing in yourself, investing in your business and expanding your identity.
Cheers to mindset.
