Why I Don’t Coach a Demographic (And Why the ‘Cusp of Change’ is a Psychographic)
When you start a business, one of the first pieces of advice you receive is to find your niche. Usually, this means defining a specific demographic, like tech executives in their thirties or mid-career professionals looking for an industry pivot.
But as I looked at the incredible people and teams I have had the privilege of walking beside this year, I realized something important. I don’t target a demographic. My clients are united by a psychographic.
If you looked at my client roster on paper, you might wonder what the common thread is. I have coached scientists navigating technical leadership, farmers managing multi-generational operations, soccer coaches building team culture, DEI professionals driving systemic organizational change, and corporate executives steering large companies. I work with men and women across entirely different industries, backgrounds, and stages of life.
On paper, they share almost no demographic markers. But in reality, they all share the exact same internal landscape.
They are people on the verge of something new. They are standing on the cusp of change.
Defining the Cusp Psychographic
How do you know if you fall into this group? It usually starts with discomfort. It is that restless, persistent feeling that the old ways of leading, working, or living simply do not fit anymore. Yet, frustratingly, the way forward is not yet clear.
Many people view this foggy, in-between space as a problem to be fixed. But for the people I work with, there is an underlying, quiet readiness. They know that this friction isn't a sign of failure. It is a signal that something within them, or their team, is ready to shift.
What Happens When We Partner Together?
People on the cusp don't need to be fixed. They need to be heard, supported, and given the space to reflect. When clients step into a coaching partnership with me, we don't rush to solve problems right away. Instead, we use my CUSP Pathway to naturally bring out four distinct qualities: clarity, vision, action, and momentum.
1. Clarity (Centre) When you are on the verge of change, the noise around you can be deafening. Coaching provides a grounded starting point. We pause, name what brought you here, and acknowledge what is present. By filtering out the expectations of others, we reveal real clarity about where you actually stand.
2. Vision (Uncover) Growth rarely begins with a perfect blueprint. Through our sessions, we shift perspectives and look at things from fresh angles. What previously felt like a confusing grey zone suddenly becomes a canvas. We uncover new possibilities that were invisible when you were standing too close to the problem.
3. Action (Source) A vision without alignment leads right back to burnout. I help my clients clarify their core values so that every decision, whether it is delegating a complex project or making a massive career pivot, is sourced from what matters most. We ensure your daily actions bring true fulfillment.
4. Momentum (Propel) The ultimate goal of navigating the cusp is to turn insight into real, everyday progress. We design practical, aligned steps that build natural momentum. You transition from being a passenger reacting to your circumstances to sitting firmly in the pilot’s seat.
Are You on the Cusp?
As we head into the second half of 2026, I invite you to check in with yourself and your team. Whether you are in a lab, a boardroom, on a field, or out in the community, are you feeling that familiar friction? Are you standing at the edge of what is next?
You don’t need total certainty to take the next step. You just need the willingness to meet yourself at the cusp.
If you’re ready to explore what’s possible when you partner with a coach, I would love to hold that space for you. You can book a free Chemistry Session through my website, and let’s see what we can build together by the end of the year.
