How I Started a Motivation
and Confidence Coaching Company
Hi! Who are you and what business did you start?
Hi, My name is Craig Randall and I currently run motivation and confidence courses in the UK for the company Don’t Fear Your Mind. We started a motivational speaker and confidence/coaching program that helps give our clients the confidence and courage to help them with their careers or future successes.
What is your personal story and how did you come up with the idea?
I have been in the UK financial services industry for over fifteen years. The last seven of these have been within the technology sector, working primarily on the IBM iPower systems and supporting over 50% of the UK’s largest fund managers. I was fortunate enough to have the opportunity to undertake some physical and mental first aid training within the company and since then something about helping others whizzed its way to the top of my brain and became almost a mission to do so.
My uncle was diagnosed with a brain tumour fourteen years ago, and only in 2019 did it start to become severely aggressive. It was at that moment, on a train journey to visit him, that I decided I wanted to use my skills and understanding to help others in need of a confidence boost.
What challenges did you face when creating your product/service?
The world is changing rapidly. What works for one person, doesn’t necessarily work for the other. I took my time and read up on all the things I could and learnt how others worked in this field. The challenge from that was how to make it personal to me. The truth is, I am still working on it! I will probably still be working on it for years to come, but to most, success can come from millions of pounds or a scary amount of people who track your every move on social media.
My successes are small, but they mean more to me and my business than any of that. Finding the ‘right’ clients is one of the hardest challenges I have come across. The clients I have are the type of people who won’t be led astray. They know me 100%, so they know what they are getting with my service.
Who is your target market?
Simple. Anyone and everyone of all ages who wants to give themselves a boost of self-confidence and discover ways to stay motivated. It isn’t to everyone’s liking, but, those who are seeking it are usually the ones in need. (if you don’t need it why would you buy it?) 🙂
How do you market your business and which approaches have been the most successful?
My current place of work, SS&C Technologies, have given me the opportunity of five presentations on ‘Positive Culture’, which have been very well received. I also use LinkedIn. There I have managed to secure some private clients to mentor and coach as well as some small to medium business owners who have had me join in their quarterly meetings to give a short presentation.
Word of mouth seems to have been a great one too!
Since you launched, what has worked in not only attracting but retaining customers?
We are always in touch with our clients because, in some cases, we were already colleagues/ friends. When it comes to customer loyalty, I find honesty and openness (no BS) to be the most useful. It doesn’t make for a great market if you constantly have to dig a deeper hole. Every one of my clients is encouraged to keep in touch with me and have regular catch-ups. It doesn’t cost a thing to be kind.
What kind of culture exists in your company, and how did you establish it?
Haha, a positive one without a doubt! Or else the message I preached would not be true. I have a very creative, enthusiastic and wonderful family at Don’t Fear Your Mind and I wouldn’t change it. We all work with such passion, and it just doesn’t seem like work at all. Our clients see this too and that is where you find the real value.
What software, services or tools do you use within your business?
What are the most important lessons have you learned on your business journey?
The greatest part of this journey for everyone at Don’t Fear Your Mind is that we are all on this journey together to help everyone. If there is something to be learned or added that is going to add value to what we are doing then we have the instinctive ability to learn and adapt to any challenges in the future.
If I did things differently to the way I started, I wouldn’t have been where I am now. I am grateful for those challenges and failures that got me where I am today.
What is your favourite aspect of being an entrepreneur?
The satisfaction of giving back to those who invested in us at the beginning and knowing that what we are doing truly is adding value to people’s lives.
What is your LEAST favourite aspect of being an entrepreneur?
Trick question, there isn’t one. If you see failure once and give up how will you ever be an entrepreneur? The struggle to get going can deter some people, but when you know WHY you are doing what you are doing and fill that dream with some passion, there is nothing to dislike.
What books, podcasts or other resources have inspired and influenced your business journey?
Oh man, where do I begin?! Dr Eric Thomas – the HipHopPreacher, Les Brown, ZigZiglar, HEsMotivation, FearlessMotivation, Norman Vincent Peale, Professor Steve Peters, Jen Sincero, Chris Anderson (TED), Sir Ken Robinson.
I also recommend the Gung Ho Collection by Ken Blanchard and anything by Susan Jeffers, particularly Feel the Fear and Do It Anyway. And finally, a book called You Can’t Afford the Luxury of a Negative Thought by John-Roger Hinkins. You could listen to any of them, or simply flick through any page and have something valuable to take away. Again, that is a personal opinion to me, others may vary. I found that they kept igniting the spark for me, on the days my engine was stalling.
Where do you see your business 2-3 years from now?
I would love to see DFYM going nationwide across the UK. It already has sparked interest with clients in the US so that alone is amazing. But to see it still going 2-3 years from now would make me more than grateful.