As coaches, we often wrestle with questions of value and audience. Who is this for? Will anyone want it? Shouldn’t everyone need it? These questions can feel heavy, especially when we’re launching a new program, writing a book, or shaping a workshop.
But there’s a trap hidden in these questions — what I call the NSE confusions:
- “Nobody wants this” is unlikely.
- “Somebody will like this” is almost certainly true.
- “Everyone needs this” is a trap.
Let’s unpack them.
“Nobody wants this” is unlikely
When doubt creeps in, it whispers: Nobody will care. Nobody will show up. Nobody wants this. But in reality, that’s rarely true. Human beings are diverse, curious, and searching. Whatever you create, there will almost always be somebody who resonates with it.
The danger is letting “nobody” stop you before you begin. Coaches know this well: clients often underestimate the value of their own story, their own voice. Yet when shared, these stories find listeners. The same is true of your work.
“Somebody will like this” is almost certainly true
This is the liberating truth. You don’t need everyone. You need somebody. A handful of people who resonate deeply with your message, your method, your energy.
Coaching is not about mass appeal; it’s about meaningful connection. When you stop chasing “everyone” and start serving “somebody,” your work becomes sharper, more authentic, and more impactful.
Think of the first client who truly trusted you, or the first group that leaned in with curiosity. That was your “somebody.” And from there, the circle grows.
“Everyone needs this” is a trap
This is the most seductive confusion. As coaches, we often believe: Everyone needs clarity. Everyone needs resilience. Everyone needs coaching. And while that may feel true in principle, it’s a dangerous mindset in practice.
Why? Because “everyone” is imaginary. When you try to serve everyone, you dilute your message. You lose the sharpness that makes your work resonate. You end up speaking so broadly that nobody feels truly seen.
The trap of “everyone” leads to frustration: programs that don’t land, marketing that feels hollow, energy spread too thin.
The Work Begins with “Somebody”
The real work of coaching begins with finding the right somebodies. The clients who are ready, the communities who resonate, the individuals who lean in.
Ignore the imaginary “everyone.” Focus on the real “somebody.” Serve them deeply, authentically, and consistently. That’s where the transformation happens.
When you do, you’ll discover that “somebody” is enough. In fact, “somebody” is everything. Because coaching is not about scale first; it’s about resonance. And resonance spreads.
The Next Time...
So the next time you feel the weight of doubt or the lure of universality, remember the NSE confusions:
- “Nobody wants this” is unlikely.
- “Somebody will like this” is almost certainly true.
- “Everyone needs this” is a trap.
Coaching is not about convincing everyone. It’s about serving the right somebodies. And when you do, your work becomes not only sustainable, but luminous.
