Robin Waite shares powerful insights on purpose-driven business, pricing, and productivity with Jessica Koch, urging entrepreneurs to align values.
In the recent episode of Profound Professionals, hosted by Jessica Koch, business coach and author Robin Waite shared powerful insights into growing a successful business while staying aligned with personal values. Robin delved into the importance of pricing, productivity, purpose, and his journey as an author. This blog post will recap and expand on those key points to help entrepreneurs and professionals level up their business and personal lives.
Jessica is a National Sales Professional with over 25 years of experience. She has expanded client bases for consulting firms, secured major government contracts, and managed national sales teams. Jessica has spoken at conferences like the American Association of School Administrators and led sales teams for clients such as Verizon and Disney. Her focus is on helping businesses develop effective sales strategies that drive results while promoting work-life balance.
One of Robin’s core principles is cause marketing. He shares how his business, Fearless Business, incorporates giving back by donating to environmental causes such as 4Ocean whenever a new client is onboarded. This approach aligns business success with a greater mission, allowing him to give back to the community and the world at large. As Robin puts it:
“Our oceans serve all our communities, so giving back is more than just a marketing tactic—it’s part of who we are.”
This demonstrates how businesses can create deeper connections with their customers by showing commitment to social responsibility, integrating purpose with profitability.
Robin also discusses the Japanese concept of "Ikigai", a philosophy that balances four areas of life: mission, purpose, profession, and passion. The intersection of these areas defines where one’s true calling lies. This idea is central to achieving personal and professional fulfilment.
He stresses that in Western culture, people often grind through their careers, only focusing on making money and aiming for retirement. However, the Ikigai philosophy encourages continuous contribution to the community and the world, even beyond the age of retirement.
One of the books Robin highly recommends is "Feel Good Productivity" by Ali Abdaal. In this book, Ali talks about finding joy and fulfilment in daily tasks by shifting from “things we have to do” to “things we get to do.” Robin emphasises that when you work on things that genuinely excite you, it leads to higher productivity, happiness, and overall success.
“When you do more of the stuff you love, life becomes much more fun and fulfilling, and in turn, you become more productive.”
Robin’s journey as an author began when he took part in a program called Key Person of Influence by Daniel Priestley, where he was challenged to publish a book. His first book, "Online Business Startup", sold 15,000 copies and provided entrepreneurs with a wealth of practical knowledge. However, Robin received feedback that while informative, the book was somewhat dry.
For his next book, Robin wanted something more engaging and digestible. This led to the creation of "Take Your Shot," a 100-page parable that teaches five essential business principles through the story of a struggling golf pro who meets a business coach. The result? A highly engaging book that many readers say feels like it was written specifically for them.
“I wanted it to be short, sticky, and impossible to put down. And that’s what ‘Take Your Shot’ became.”
Robin also published "Marketing Machine," a book that stemmed from his frustration with traditional marketing approaches. It focuses on how businesses often fail to communicate the true value of what they offer. Instead of just pushing products, Robin advocates for a more sophisticated approach that prioritises benefits over features.
“Most people focus on the thing they do, not on the benefits of that thing.”
He argues that most entrepreneurs don’t understand how to communicate their value effectively, and this book offers practical strategies for shifting that mindset.
Robin's upcoming book will focus entirely on pricing, a crucial but often misunderstood aspect of business. He shared that pricing is more than just setting a number—it's about understanding and articulating the value of what you offer. The book will provide a framework for businesses to elevate their prices while remaining aligned with the value they bring to the market.
“It’s going to be a framework on how to set your prices, elevate them, and communicate the value behind what you do.”
Robin believes pricing is often the key to long-term business success. Many entrepreneurs underprice their products or services, leaving money on the table and undervaluing their work. His new book is set to offer both practical strategies and in-depth theory, with case studies to back it up.
In a deeply personal revelation, Robin shared that he was recently diagnosed with a grade 1 brain tumour. While the condition is benign and slow-growing, the diagnosis brought life into sharp focus for him.
“What it’s taught me is that we can’t sit on our ideas. We don’t know how much time we have left, so stop ruminating and just do the thing.”
This experience has strengthened Robin’s commitment to helping others act on their ideas and passions without delay. His advice is simple yet powerful: stop waiting for the perfect moment and take action now.
Robin’s final message during the interview was one of urgency and courage:
“If you have an idea or a project that you've been sitting on, just go for it. The fun is in the process of doing it and figuring things out as you go.”
Jessica Koch closed the interview by echoing a similar sentiment with her own mantra: “Now is later sooner.” This reminder encourages everyone to take action today rather than putting things off indefinitely.
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This Scorecard has been designed to show Coaches, Consultants and Freelancers their blind spots and provide instant, actionable steps on how to increase their prices.
