Mindset is the collection of useful beliefs we treat as true without mistaking them for actual truth. They are best described as useful lies we choose to act on. They can make a significant difference to how we perform and the results we achieve.

Be aware that they may also have a ‘sell by date’ if our contexts change. Later in the article, I’ll differentiate between mindset and values. Also, the ones we initially reject may turn out to be the most useful.


Like scaffolding when we build or renovate a house, they are particularly useful in periods of change, especially when we’re building something new.

You can ‘test’ out the following. If useful, build them into what works for you and then hold on to them until you no longer need them or find something better. Otherwise, let them go.

This is about a ‘minimum viable’ mindset. Test them one at a time.

Mindset 1

The Minimum Viable Mindset for Building and Scaling a Successful Coaching Business

To build a coaching business, I have to look after myself, learn to attract the right clients, and continually improve my coaching. Everything else is detail.

Mindset 2

I can get better at this through practice. My role is to help, not to prove I’m special. Action and relationships are the real work. I’m building a business where client quality, work quality, and life quality reinforce each other.

Mindset 3

When I’m able to demonstrate at least a minimum amount of ambition, courage, discipline, humility, and honesty, and when useful, curiosity, ferocity, playfulness, and tenderness, I’ll continually move forward.

Mindset 4

I’ll always improve when I focus on the following and act on them:

Ask better questions

  • “Who are the clients I do my best work with?”
  • “What kind of work leaves both of us better at the end?”
  • “What kind of business gives me a life I actually want to live?”

Take action in that direction

  • Say “yes” selectively, even when you’re hungry for business
  • Design offers that play to your strengths and deliver visible value
  • Protect time, energy and focus instead of treating your life as a leftover

Build the right relationships

  • Seek out people who respect your work and values.
  • Avoid clients and partners who systematically damage your energy or integrity.
  • Treat relationship-building as core work, not an afterthought.

Learn through feedback and feedforward

  • Ask clients: “What made this most valuable for you? What would you change for next time?”
  • Ask yourself regularly: “Is the business I’m building making my life bigger or smaller?”
  • Adjust based on that data, not on ego or fear.

Mindset 5

I’ll commit and implement the following ground rules:

  • Start with a problem people will pay to solve—and are ready to do the work on
  • Be specific enough to be chosen by the right people, not everyone
  • Build trust before you sell anything
  • Design your offer around outcomes, not hours
  • Let real conversations shape your market, not assumptions
  • Select clients as carefully as they select you
  • Measure what matters: behaviour change and KPIs, not busy-ness

Mindset vs Values

Your mindset is what you operate with. Your values are what you operate by. We’ll go deeper on values in other programmes — for now, just know they’re the reason you pick these fictions over all the others available.

Your Next Step

If you are seriously considering starting a coaching business:

→ Book a 30-minute Zoom call with Michael Beale, CEO coach and 1:1 NLP trainer

Or continue the series:

  1. Why Start a Coaching Business?
  2. What a Coaching Business Really Involves
  3. Your Niche — What Kind of Coach Will You Be?
  4. Minimum Viable Mindset (This article)

Why Clients Choose Coaching (Next article)

Full Index: Starting & Scaling a Coaching Business

About Michael

Michael Beale is a CEO coach and 1:1 NLP trainer, working with senior leaders, entrepreneurs, and ambitious professionals on decision-making, performance, and behavioural change in real-world contexts.

This series reflects that approach: helping capable people think clearly about whether to build a coaching business, and how to do it in a commercially viable way.

Minimum Viable Mindset FAQs

Q: What mindset do I need to start a coaching business?

You need a mindset that supports action, learning, and adaptation. This includes focusing on helping others, taking consistent action, building relationships, and learning from feedback.

Q: Is mindset more important than strategy?

Both matter. Mindset influences whether you act on strategy. Without action, even the best strategy will not produce results.

Q: Can mindset change over time?

Yes. Mindset should evolve as your experience and context change. What works at one stage may need to be adjusted later.

Q: What is the difference between mindset and values?

Mindset is how you approach situations and decisions. Values are the principles that guide what you will and will not do.