Episode 94 -Why I'm Blowing Up My Business: The Transition from General Business Coach to Niche Mentor

Keywords: business reinvention, business rebuilding, small business growth, entrepreneurial mindset, scale and exit mentorship, business coaching, ethical business, business reset, niche business coaching, Add a Zero methodology, My True North

In “Why I’m Blowing Up My Business (And Why You Might Need to Do the Same),” Jay Allen lays bare the sometimes uncomfortable truths that all growth-focused business owners must face:

• What happens when your business quietly drifts from its purpose due to relentless pressures and market “sameness”?

• Why even successful businesses can become victims of their own growth, morphing into just another generic service provider

• How to spot the subtle ways your company’s “north star” has wavered – and what to do about it before you slide into burnout, irrelevance, or price-driven competition

Jay kicks off by sharing heartfelt reflections from My True North’s 10th birthday celebration, complete with staff, suppliers, achievements, and gratitude for being among the rare 30% of small businesses still thriving after a full decade.

But beneath the celebration, Jay faced a stark realization: Over 10 years, My True North had gradually shifted from a specialist “scale and exit” mentorship service into a more mainstream business coaching offering – the exact thing he’d sworn never to do.

In chasing wider appeal and relentless delivery to clients, his own business had become vulnerable to “the sea of sameness” – that dangerous place where you blend in, comparison shopping kicks in, and price wars drive you toward burnout and mediocrity.

Jay didn’t just spot the problem; he attacked it head-on. Instead of falling further adrift, he ran a brutal, honest audit of My True North using his own Add a Zero methodology – treating himself as a customer, hunting for every flaw and missed opportunity.

The result? Painful truths. Despite a powerful brand and hundreds of client wins, My True North wasn’t applying its own advice consistently. The urgent, customer-centric focus left core processes, innovation, and differentiation to languish in the background. Jay realized: To serve at the next level, he had to put his own “MTN 1.0” business model to bed – despite its financial success.

This isn’t business as usual. Jay is archiving top-selling programs and relaunching My True North with a single, signature offer – targeted exclusively at “accidental business owners.” These are individuals who excel at what they do, built teams around their brilliance, and suddenly find themselves overworked, overwhelmed, and wondering if success is meant to be so draining.

In place of complexity and generalism, Jay introduces a simple, three-step framework within a focused 12-week program:

• Moving business owners from trapped, hands-on operators to true CEOs

• Applying the proven Add a Zero methodology to create scale, purpose, freedom, and sustainable impact

• Providing clarity, accountability, and direct transformation – not just more information or generic advice

This laser-sharp niche is the antidote to comparison-driven race-to-the-bottom competition. It’s a call for every conscientious leader to reevaluate, differentiate, and build a business that stands for something more.

• For business owners and entrepreneurs: Jay’s story is your reality check. Whether you’ve hit your own growth ceiling, lost sight of your unique value, or feel overwhelmed by trying to “do it all,” you’ll get a roadmap for reclaiming control.

• For coaches and consultants: Learn how to retain your edge, compete with integrity, and niche down – even if it means letting go of profitable offers.

• For conscious leaders: Get inspired by My True North’s mission-driven approach: scaling ethically, empowering teams, eradicating unemployment, and leaving a legacy.

Don’t miss Jay’s practical steps for running your own “secret shopper” audit, differentiating from the crowd, and choosing courage over comfort.