Something a little different for you today!

This is the farewell episode of the Three OG Coaches Talking Shop podcast that I have co-hosted with Lianne + Bridgette. 

21 episodes ago, we began with a conversation called The Rise of the Coachfluencer - where lifestyle content, product placement, and aspirational horseshit were masquerading as coaching. In this episode, we address the fall of so many characters from the coachfluencer pyramid.

As we see “gurus” being named in The Files, being sued, or hanging up their shingle, we chat about what this means for our work, our industry and for us as practitioners. Spoiler: it’s really bloody hopeful.

Resources:

Three OG Coaches Talking Shop (now hosted on Substack)

Brene Brown NYT interview

'Blowing The Whistle On Deepak Chopra, The Epstein Files, Cancel Culture, & Holding My Influencer Peers (& Myself) Accountable' by Dr Lissa Rankin

What does a political campaign have to do with your next launch? Quite a lot, actually! In this episode, I unpack the fantastic UK Green Party by-election campaign and what this teaches us coaches about launching successfully.

If you’re preparing to launch later this year (or quietly recovering from one that didn’t land the way you hoped), this is your reminder that you’re not just running a 10-day sales sprint: you’re building a campaign. The most successful launches are rooted in your values and a bigger future that your clients actually want. 

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Apply now for Ripen www.saspetherick.com/ripen 

FREE Private Podcast Bold not Beige: Why your coaching isn’t selling and what to do about it  here

Join The Coaching Well for Group Supervision here

Website: www.saspetherick.com | Instagram:  @saspetherick

This week I’m in conversation with one of my favourite humans, Stephanie McKinnon — certified life and liberatory leadership coach, community educator, and all-round balm for these late-stage capitalist times.

If you’ve ever wondered “Is it just me, or is this system WRONG?” this episode will feel like a long exhale. Steph brings a rare mix of grounded theory, lived experience, and big-hearted pragmatism. We explore what it means to navigate (and gently resist) capitalism as coaches, creatives, and humans who care about each other.

In this episode, you’ll discover:

• Why so many of the struggles we face (lonlieness, isolation, buying shit we don't need, feeling separate) aren’t personal failings, they’re by design
• How overwhelm, perfectionism, and the myth of the “hero individual” keep us isolated
• What community, care, and creativity offer as quiet (and powerful) forms of resistance
• Why art and beauty matter deeply in absurd times
• Practical, hopeful ways to influence change in your tiny corner of the world
• How reconnecting with your values, neighbours, and imagination can disrupt capitalist conditioning

Steph’s perspectives are spacious, compassionate, and deeply human. This is the conversation to listen to when you need reminding that you’re not alone, you’re not doing it wrong, and there are so many more liberating ways to live and work.

Links & Resources

• Find Steph on Instagram: @stephmilomack
• Steph's Website: https://www.stephaniemackinnon.com/
• Books mentioned:
  • Braiding Sweetgrass by Robin Wall Kimmerer
  • Adrienne maree brown, Emergent Strategy
  • Sarah Jaffe, Work Won’t Love You Back

Content note: this episode contains a discussion about dysfunctional relationships with alcohol that may be difficult for folks new to recovery.

Whenever I talk about my sobriety on Instagram I get a tonne of DM’s, so I’m overjoyed to have the wonderful Karen Johnston, champion of self-love, self-care and self-compassion, on the podcast today.

Karen Marie Johnston is an advocate of women who are sober or are in recovery.  She comes from a front-line social worker background who has run award-winning projects, and now, alongside social work, runs The Self Love Hub - an online community along with the most beautiful weekend retreats, (which is totally on my vision board to attend, but always seem to sell out).

So what’s this episode really about? 

• We get to the bottom of the reasons why some of us turn to drink to help us cope with life.
• Why in an increasing difficult world, it’s completely understandable that we choose to use alcohol to numb us out, or escape reality.
• How lockdown felt for as both in sobriety and how it effected people who drink excessively.
• How to spot the signs that becoming sober is right for you, or when you know it might be time to reduce your drinking.
• We ask the important question - are we avoiding our needs and emotions when we drink?

Why you should listen

Most of us aren’t taught how to navigate our feelings in a way that feels ok. We end up trying to avoid or dismiss them, some of us shop or scroll them away, some of us drink. This often creates a cycle of shame where the ways we cope with the underlying feelings, don't feel good.

But it's the reason why we turn to these shadow comforts that are worth our attention, curiosity and compassion. By finding safe spaces to talk about how we are actually doing, we can begin the process of feeling instead of numbing.

Most of us don't know who we will be on the other side of sobriety, or much-reduced drinking - understandably we feel apprehensive, fearful, even dismissive. It might not be something you have ever talked about with anyone but you can trust that soul-level recognition that wants to make a change.

We talk about how amazing sobriety is, that this shared path creates an incredible intimacy with others. 

Links:
Follow Karen on Instagram
The Self-Love Hub

You can quote me on that!
“Being able to feel the full spectrum of your emotions is being alive.” - Sas Petherick

“Our wound is not our fault, but our healing is our responsibility.” - Karen Marie Johnston

“I can access my intuition (now I’m sober), that feels incredible to me.” - Karen Marie Johnston.

Like what you hear?
 Why not help me reach more ears (and give my self-belief a boost) with a 5-star rating?

It was love at first sight with this weeks guest, the glorious Pippa Parfait. We met a dozen moons  ago at a posh party in London and we have been firm friends ever since. Pippa has had decades of experience before she retrained as a coach, leading big teams and sorting out big companies. This super resourceful lady now runs Disobedient Business, is a strategy whiz who totally gets systems and tech but is also a coach with a massive heart, who coaches businesses to run things their way. This chat will pretty much be like our co-working chats, we welcome you folks to be a fly on the wall!

So what's this episode really about?

• How comfortable we get with chaos as business owners and why we keep things in our own head.
• We both admit to bouts of toxic productivity and talk about leaning into looking after ourselves more, making time for rest and also being playful with our businesses.
• At what point in your business cycle you know that you are ready for help. (clue: it usually starts with a tech problem)
• How self-doubt comes up when there is too much complexity, when it feels too hard.
• How do I hire someone when I need to get over my perfectionism?
• How we find safety in over functioning.

Why you should listen
If you are the kind of person who has real crunchiness when it come to delegating in your business and to let those people you have delegated too, work in their zone of genius without micro-managing, this is the episode for you!

We also talk about how tech can let you down, you can have all your ducks in a row and things still don’t go to plan, but how we are able to let this go, it’s not the end of the world.

When you work with people rather than having people working for you and the joy that comes with that.

Links
Follow Pippa Parfait on Instagram
Work with Pippa

You can quote me on that!
“When we get really simple and clear about how we work with people, it becomes magnetising.” - Sas Petherick

“If we put all our ducks in a row, what happens then, how do we surrender to that?” - Pippa Parfait

Like what you hear?
Why not help me reach more ears (and give my self-belief a boost) with a 5-star rating?

This episode is about, self-doubt, love, attachment theory and…burgers!

If you're sad at the prospect of being alone forever, terrified of settling for someone you don’t really like anymore, if you are convinced that there is only one true soul mate out there for you, if you are dating complete arses, or Insta stalking your ex, if you feel like the entire model of coupledom forever is just not for you, then grab a cuppa and listen in close, this episode is for you!

So what’s this episode really about? 

• The intersection of self-doubt in love, how many choices we have, why we want what we want and why we often don’t get what we want.
• Why we accept the love we think we deserve (quoting Charlie from The Perks of Being a Wallflower)
• How we show up in relationships and some ways you can reflect on this.
• The idea of love as we see it in our culture today.

Why you should listen
I take a look at attachment theory and self-doubt: how this can help us understand the beliefs and behaviours of how we connect with other people.

And you've got homework! Three questions to ask yourself about you and your relationship right now that can help you experiment with healthier ways of being in relationships. 

Links
Find your attachment style

Books I recommend:

• Insecure in Love by Leslie Becker-Phelps
• Attached: The New Science of Adult Attachment by Amir Levine and Rachel S. F. Heller
• Hold Me Tight: Seven Conversations for a Lifetime of Love by Dr. Sue Johnson
• Polysecure: Attachment, Trauma and Consensual Nonmonogamy by Jessica Fern

You can quote me on that…
“Love is hard, it’s one of the most emotionally complex things you will ever do. It’s a full house of psychological risk, so no wonder our self-doubt gets really twitchy.” - Sas Petherick.

“As soon as you raise your standards, as soon as you say I am worthy of being loved because I like myself enough to require that, you will never walk into a McDonalds and ask for a damn Whopper.” - Sas Petherick

Like what you hear?
Why not help me reach more ears (and give my self-belief a boost) with a 5-star rating?

Dr Suzy Darke is a business coach like no other! I see her growing a quiet rebellion, inviting us to challenge the kinds of practices we all take for granted as business owners. Suzy is a coach, a mentor, a writer and she’s also a graduate of the Self-Belief Coaching Academy! Having spent six months in her company I’ve found her to be deeply empathic, she has an enormous heart, but she also has a really big impact. I’m sure you will really enjoy our conversation.

So what’s this episode really about?
Starting your own business is such a huge personal development journey, you don’t have to be louder, more extrovert, tougher. You are your own start line and you get to start from that space. Starting from a place of safety is so important.

• The push-pull between the ethics of marketing yourself with integrity and how does this fit with us as human beings.
• You don’t have to fit the mould of “girl boss” to get on in business and there’s never really a secret formula that works. You have to decide what is right for you.
• The steps you need to come back to your own heart and start to have some belief in yourself and your business.
• What you should stop doing - to make positive change in your life and business. (clue: this is all about comparison!)

Why you should listen:

Being more compassionate to yourself does not mean that you get less done. Trying not to judge ourselves for the mistakes we make, especially for the things we do not know yet. For some of us, self-compassion needs to be a daily practice!

Links:

Self Compassion by Kristin Neff

Google Project Aristotle

Follow Suzy on Instagram

Write better sales pages/Suzy Darke website

You can quote me on that!

“It’s not till we start showing ourselves compassion that we actually start to feel filled up.” - Sas Petherick.

“Never in my life have I been asked to show up as the true authentic me, never in the workplace where it’s about towing the line, at school it’s about being good, whatever that means! When do we get to be our whole selves?” - Suzy Darke.

Like what you hear?

Why not help me reach more ears (and give my self-belief a boost) with a 5-star rating?

It’s my birthday week - I'm 48 - and I thought I’d share five big birthday thoughts for you.
 
This episode is a bit sweary so one for your earphones if you have little ones around.

So what's this episode really about?

• Life is RIDICULOUS - and we are constantly making this up.
• We are in this super interesting time of trying to identify ourselves - all of us yelling at each other: THIS IS ME. THIS IS NOT ME. 
• Each of us is a miracle – I take a deep dive into why this is, including the fact that the odds any of us exist at all is so infinitesimally small as to be miraculous.
• BECOMING looks different to all of us. And we can have many lives (for me this includes the life when I’m a mother of five living in Wales, a pagan lesbian living at Salmon Creek Farm in California, or a lonely violin playing heiress living in the Barbican!).
• Why I feel like we are living in the apocalypse. And all is well.

Why you should listen

It’s fun to step back and take an eagle-eyed view of life! This can also be super helpful for our self-doubt if it gets tangled up in the minutiae of daily life.

Links:

Alan Watts video
The odds of you existing at all.

You can quote me on that!

“Trying to define yourself is like trying to bite your own teeth.” – Alan Watts

“If you are resilient, let yourself fall apart. If you are controlling, practice surrender. If you are a perfectionist, be as imperfect as you can. If you are a dreamy unfinished-get something done. If you are locked in regret, forgive yourself. If you feel like you are constantly seeking the answer, practice tuning into your own intuitive responses. If you are super attached to your identities, play with alternative fantasy realities.” – Sas Petherick

Like what you hear?

Why not help me reach more ears (and give my self-belief a boost) with a 5-star rating?

Hello folks if you aren’t following Keri Jarvis on Instagram then what are you even doing here?! Keri is an audacious feminist, a socialist, a speaker and leader of courses and business masterminds and a self belief coach. But more importantly, she a coach who is hear to answer, ‘who do you think you are?’

We have just spent the last six months together in the Self Belief Business Academy and Keri is infectious in the best way, I just know you are going to love our conversation!

So what is this episode really about?

• The feminist awakening that happens when you become a mother.
• How women that don’t become mothers embark on that feminist journey.
• Looking at 90’s music and Gen.X movies with a feminist lens and what comes up with that!
• Moving away from self care mode into community care and how helping others without being paid is a middle finger to capitalism.
• What to do with your anger now you're no longer a teenager.

Why you should listen:

When you care for your community and when you show up for others who have a more marginalised identity than you, but even if they don’t, its helps those people but it ultimately helps you too.

Links:

The Descent of Man - Grayson Perry

What White People Can Do Next: From Allyship to Coalition - Emma Dabiri

You can quote me on that!

“ The way that patriarchy, capitalism and white supremacy work is that it doesn’t work for men either.” - Sas Petherick

“ Taking time away from paid productivity to doing nice things for other people, is in itself a finger to capitalism.” Keri Jarvis

Like what you hear?

Why not help me reach more ears (and give my self-belief a boost) with a 5-star rating?

Perfectionism is a protective belief that if you were perfect you will be safe. That's the bottom line. It can be any area of your life. It is also one of the most subtle and sophisticated forms of self-doubt. In this episode, we are going to talk about what perfectionism actually is in relation to self-doubt, but also a little bit about how this shows up for you, particularly in that protective self-doubt, the way we try to keep ourselves safe and hold ourselves back. I’m also going to talk about what it means to let go of perfectionism, kinda juicy don’t you think?

So what’s this episode really about? 

• What are these sneaky protective perfectionist beliefs and how do you know you have them? 
• How staying in possibility protects us from success. 
• The cycle feeds the self-doubt stories we tell ourselves. 
• How perfectionism shows up in four different forms of protection. 

Why you should listen
This episode is especially for those who identify with being a perfectionist, but it’s also for those of you who seem pretty ok with your perfectionist tendencies! And if you are a fellow practitioner – I invite you to noodle on what it means to you to be ‘a good coach’ and just see what pops up that might be related to perfectionism – about who you have to be, what you are not allowed to feel, what is required of you on social media, from clients, how much income you should be making, the qualifications and training you need.

Links
The four distinct types of Protector

You can quote me on that!

“Self-doubt is all or nothing. This or that. Always or never. No one or everyone. It's absolute.” - Sas Petherick.

"Perfectionism makes it impossible to appreciate what you have right now. Who you are right now. What you are capable of right now.” - Sas Petherick.

Like what you hear? 
Why not help me reach more ears (and give my self-belief a boost) with a 5-star rating?

In this episode, I'm talking with Ellie Swift, Marketing and Mindset coach, who is also my business coach. We've been working together for almost a year and in that time my business has completely changed. I was really ready for things to shift when we started working together and I would never have believed it would look the way it does today!

Ellie is a triple threat of strategy, marketing and mindset, all wrapped up in the perkiest form a human can have, I'm sure you will love her as much as I do!

So what's this episode really about? 

• There is no formula or secret to business, don't chase the secret, it's a waste of time!
• Implement a strategy, focus on your marketing, honour your mindset - that is the key to running a successful business. 
• Taking the driving seat as the CEO - owning what you do and how you do it as a business owner. 

Why you should listen.
Letting go of what you think you should be doing in your business, what was expected of you growing up and instead go with what your heart and gut tell you - then making things happen from that place.

Links:
Follow Ellie on Instagram

You can quote me on that:
"I wish women understood just how powerful they are when they connect back to themselves and their self-belief." - Ellie Swift

"There has to be value in what you do, people need to want to walk with you. We get so used to 'polishing the turd' we forget what is the unique reason and way we are doing this thing." - Sas Petherick.

Like what you hear?
Why not help me reach more ears (and give my self-belief a boost) with a 5-star rating?

Welcome back! If you enjoy a bit of ‘behind the scenes’ details, I’m sharing what we’ve been up to over the Summer: a brand new website, a bespoke learning platform, sorting out our back-end systems, new team members – its been a fun time.

I share the three key questions I’ve been asking to help guide our approach to shorter and more focused work weeks. 

Plus: if you are looking for some simple ways to get momentum for the new school terms, this episode is a must listen. I’m sharing three tiny ways to begin to change how you approach your day: at home, at work and in your business.

Summer Reading List:

All Families are Psychotic, Douglas Coupland

Assembly, Natasha Brown

Atomic Habits, James Clear

Black Rabbit Hall, Eve Chase

Circus of Wonders, Elizabeth Macneal

Daisy Jones and the Six, Taylor Jenkins Reid

Full Automated Luxury Communism, Aaron Bastani

Great Circle, Maggie Shipstead

Greenwood, Michael Christie

Light Perpetual, Francis Spufford

Luckenbooth, Jenni Fagan

Malibu Rising, Taylor Jenkins Reid 

Miss Benson’s Beetle, Rachel Joyce

Noone is talking about this, Patricia Lockwood

The House on Fripp Island

The Lamplighters, Emma Stonex

The Lucky Escape, Laura Jane Williams

The Weekend, Charlotte Wood

Threadneedle, Cari Thomas

Podcasts:

Comfort Eating, Grace Dent

Ezra Klien Podcast

Pump up your Pod, Bamby Media

Smartless, Jason Bateman, Will Arnett and Shaun Hayes

Tell me something true, Laura McKowen

Tele!

Britannia

Never Have I Ever

Nine Perfect Strangers

Mare of Easttown

Ted Lasso

White Lotus

If you’ve been sensing that the coaching industry is shifting - that clients are craving something deeper, the world feels more complex, and the glossy old models of “success” aren’t quite landing anymore - you’re not alone. 

In this episode, I’m naming five emerging themes I’m seeing in our industry. These aren’t predictions pulled out of thin air; they’re real trends already unfolding that are reshaping what coaching is, how it works, and what clients genuinely want from us. 

If you’re a thoughtful coach who cares about depth, ethics, context, and meaningful client outcomes, this conversation will help you understand where we’re headed and how to position yourself for the year ahead. Listen in!

For you!

I’m creating a private podcast for coaches who love coaching but find the business side crunchy. It’s designed to help you turn your thoughtful, meaningful coaching into a thriving practice in 2026. 

Want first access? ➜ Join the waitlist here: [https://saspetherick.myflodesk.com/privatepod]

So fun to be in conversation with Rae McDaniel! 

Rae is a Licensed Clinical Professional Counselor,  a Gender and Certified Sex Therapist and Coach who works with folks feeling anxious and lost about a transition they’re experiencing in sex, gender, sexual identity, or relationships.  

Having been raised by travelling puppeteer missionaries, Rae also has the most incredible story of becoming who they are.

Rae and I talk about the immense agency, freedom, pleasure and play that is possible when we begin to explore our identities. 

This is a rich and hopeful conversation. Enjoy :)

Find out more:

Connect with Rae: Practical Audacity

Join Rae’s Genderfck program

Rae on the gram: @practicalaudacity

Thinking in binaries – it's this or it’s that, I’m a success or a failure; emotions, entire food groups, people are either good or bad – is a massive part of how our self-doubt holds us back.

The sneaky thing is that all or nothing thinking can feel necessary and legitimate! But it is always an illusion of safety.

In this eisode we explore how all or nothing thinking might be showing up for you, depending on how your protective self-doubt is organised. 

More:

Episode 63 Self-doubt Drama (introduction to the Four Faces of the Protector framework)

Check out Coach Match to get coached on your all or nothing thinking!

Two 'Listener Letters' for you today on what to do when you are feeling disappointed in other people. 

Our first letter is from Joanne who writes one of the funniest letters I’ve received – about her sister-in-law who won’t get a Covid vaccine. And another letter from a trainee coach who is feeling disappointed and disillusioned by her teacher and is wondering if the whole coaching industry is a pyramid scheme.

We talk about how this is always an opportunity for being in choice and for getting clear on what’s ok and not ok for us.

If you have a self-doubty challenge or dilemma or a question you’d like me to weigh in on, please do email all the things to sas@selfbelief.school.

For all you self-employed folks out there, who feel a bit confused, hesitant, and maybe a bit anxious about legal compliance, this episode is for you.

Ingrid Fernandez of Dec + Dash Legal Consulting joins us to chat about all things legal for your business. Ingrid is a lawyer, parent, small business owner – she aces! She knows how hard it can be to wear all the hats and be all the things when you are self-employed. Ingrid has an amazing ability to make the law simple, accessible and easy to understand.

Follow Ingrid on Instagram

This week we are opening up the mailbag for a couple of Listener Letters about self-doubt and social media. Shannon is getting stuck in comparison and Mariki is feeling uncomfortable with her constant checking habit.

If you find your self-doubt is activated by social media (in other words if you have a human brain) then this episode is for you. 

We talk about what might be going on underneath these protective beliefs and behaviours and some practical steps for Shannon, Mariki (and you) to take. 

More info:

Love notes to your clients from Kelly Diels: www.kellydiels.com + @kelly.diels

If you have a self-doubty challenge or dilemma or a question you’d like me to weigh in on, please do email all the things to sas@selfbelief.school.

So excited to share this episode with you!

Self-belief Coaching is about understanding the root causes of the doubts, worries, and fears that hold you back. 

It’s not your mama’s life coaching! We don’t sugar coat the muck and bullets of life, offer Captain Obvs advice and we sure as s**t don’t ‘do’ manifesting.

Instead we explore the very good reasons why self-doubt is showing up, how to have your own back (no matter what), how to live more bravely. How to create a life you actually LIKE.

We are about to launch Self-belief Coach Match which is an awesome new matchmaking service for you to work with experienced practitioners.  These are coaches I have personally trained in the Self-belief Coaching Academy. They all bring their own flavour of magic to this work!

Today’s episode is about working with a self-belief coach – how you know you are ready and the outcomes you can expect.

Find out more about Self-belief Coach Match!

How do you organise your time? If you are constantly overwhelmed and this leads to procrastination or scattered results, I can HEAVILY relate. 

In today’s episode I’m sharing how I have reclaimed my time, and found a way to do deep work – where I am able to complete what’s in front on me without getting distracted. 

I share the way I organise my week as well as what I no longer do, and how this has created a lot more focus, finishing things(!) and fulfilment.

References:

Stacey Boheman – Cognitive Load

Self-belief Coach Match – a matchmaking service to find an experienced and qualified practitioner that I have personally trained.  Available in May!

Angela Browne has been a teacher, Headteacher and Executive Leader for the last twenty years, she’s set up a free school, and in recent years become a TEDx speaker, author, coach and consultant. Alongside her consultancy for organisations who want to get their diversity, equity and inclusion strategy right. She is a transformational coach for women she calls luminaries – successful women who are ready for more nurturing and compassion so they can influence and impact the world.

We talk about Angela’s experience of difficult workplaces where we are not permitted to show emotion, let alone bring our full humanity. She shares her experience of choosing to lead from a full heart.

Angela’s wisdom is a great listen for anyone who has tried to survive in a difficult organisation.

References:

Angela Browne: Website | email

Self-belief Coach Match – a matchmaking service to find an experienced and qualified practitioner that I have personally trained.  Available in May!

Do you overthink as if it were an Olympic sport and you are actually in training for medal contention? Do you find yourself replaying conversations hours or even days afterwards? Are you prone to never deciding? This episode is for you my friend!

Overthinking is a massive time and energy sucker but the good news is overthinking is a habit. And like all habits, it can be unlearned with some practice.

So in this episode we’ll explore what overthinking actually is, what causes it, and then walk through some practical exercises you can experiment with to stop overthinking so much.

More resources for you:

If you have a self-doubty challenge or dilemma or a question you’d like me to weigh in on, please do email all the things to sas@selfbelief.school. Just let me know if you want to be anonymous.

Self-belief Coach Match – a matchmaking service to find an experienced and qualified practitioner that I have personally trained.  Available in May!

The first in a new series on the podcast – Listener Letters. If you have a dilemma, challenge or a self-doubty situation that is troubling you I want to help. Write to me and I will create a podcast episode especially for you. I am hoping that this will not only help you the letter writer, but also everyone who is also in a similar situation. So let me help! 

Our first letter is from Diedre in Ireland who after years of achieving is not working and this has led to a sense of paralysis and some shame. She doesn’t know what to do next and doesn’t want to make the wrong choice. Like so many of us that go through an unmooring and uncertain change, Dierdre is asking ‘what do I do now?!’ 

In this episode we explore what happens when we go through a big transition – what to expect and how to support yourself at the four different stages. 

References:

If you have a self-doubty challenge or dilemma or a question you’d like me to weigh in on, please do email all the things to sas@selfbelief.school.

Martha Beck’s Cycle of Change from Steering By Starlight

Self-belief Coach Match – a matchmaking service to find an experienced and qualified practitioner that I have personally trained. 

If you’re in Season One of your coaching practice (the delicious, terrifying, uncertain beginning) this episode is for you.

I’m taking you behind the scenes of my own “still comes up after 12 years” self-doubt moment, as well as what I’m seeing right now inside Ripen with a couple of coaches who are ready to move from practice clients to paid clients.

This episode is a little pep talk! I share:

✨ Why waiting for confidence is a trap
 ✨ The messy, awkward identity shift from “I trained as a coach” → “I am a coach”
 ✨ How to protect your tiny seedling of a business
 ✨ The real early signs your business is working (and why we overlook them)

For you!

I’m creating a private podcast for coaches who love coaching but find the business side crunchy. It’s designed to help you turn your thoughtful, meaningful coaching into a thriving practice in 2026. 

Want first access? ➜ Join the waitlist here: [https://saspetherick.myflodesk.com/privatepod]

Tamu’s work combines somatics, social work and spirituality with science and soulful systems. She is person-centred, evidence-based, trauma-informed, human-paced, nurturing, intuitive, loving and playful. Her holistic approach to supporting the bodies of her clients makes Tamu’s work rich and deep and unique – just like her.

We explore how can do our inside work – to take care of our multitudes, our developmental edges, how we have more joy, more meaning, more orgasms.

This is such a joyous fizzy conversation about our humanness!

Links:

• Tamu on Instagram @livethreesixty
• Tamu's website

Success is one of the core risks that self-doubt holds us back from. 

It’s a sneaky risk because so much of our culture assumes that we are just supposed to want success!

In this episode, we explore how the risk of success shows up and how to recognise that this might be something you protect yourself from. 

I’m also sharing three really practical steps you can take today, to feel less discomfort and to change your relationship with success.

Creating success on our terms provides us with amazing opportunities to create work that reflects our values, that allows us to experience pride and joy, help us to grow and our self-concept to expand. 

If your relationship with success could do with some love - this episode is especially for you.

If you notice that you really need external validation to make decisions, to feel like what you have done matters, this episode will help.

First – nothing has gone wrong! Seeking approval and affirmation and recognition is an entirely human tendency and it helps us feel connected to other people. This only becomes problematic when we feel dependent on the blessing of other people to do anything.

In this episode I share why some of us have a hunger for validation from other people, what we are really doing when we seek external validation, plus: three really simple practices to help you begin to validate yourself that will dramatically grow your self-trust.

Claire Mahon is a global human rights lawyer who has worked as an advisor to world leaders, Presidents and heads of global agencies, and has run a global consulting practice for over 20 years. 

In late 2018 she gave up her business, her life in Switzerland and her salary to move back to her hometown of Rotorua, New Zealand, to stand as a member of parliament in the 2020 election campaign for Jacinda Ardern’s Labour Party. She went ALL in and the results were never guaranteed…

In today’s episode Sas talks about mindset work – what it is, exactly how she uses it with clients, and how you can use it to support yourself.

Sas also addresses the ways in which mindset work has misunderstood or used in unhelpful, and potentially damaging ways.

If you are interested in learning how to think in ways that support you and help to minimise your self-doubt, this episode is for you!

This episode is for anyone who knows they have some untapped potential inside them but maybe you don’t know what to do or your self-doubt is getting in the way. 

In this episode Sas talks about the aspects of self-belief that helped her grow her business by 300% in 12 months! There are three practical, actionable steps you can take to start to bring your potential into the world.

Links:

The Self-belief Coaching Academy.

My podcast interview with Ellie Swift: Swift Online.

The Bold Type.

It was such a treat to interview family psychologist Julia Goodall and money coach + mentor Ray Dodd - two members of the Self-belief Coaching Academy. 

Julia and Ray talk about what it has been like to become learners, the process of practice coaching and what has changed for them and their work as a result of becoming Self-belief Coaches.

Both of these women have come to Self-belief Coach training from wildly different backgrounds, settings for their coaching work and life experiences. If you are thinking about SBCA, this is a must-listen!

Links:

• The Self-belief Coaching Academy 
• Ray Dodd
• Julia Goodall
• Lisa Mabberley (the third and deeply valued member of the ‘Practice Pod’, Lisa was unable to attend).

What makes coaching really good? How do coaches create the conditions for the client to get what they came for? Why is coaching so hard?! 

In this episode Sas shares her thoughts on what coaching mastery is, and the three elements that add rich substance to the coaching experience. 

This episode is going to be particularly helpful for coaches listening in, and if you are thinking of working with a coach, this will help you know what to look for.

ALSO:
The Spring 2021 class of The Self-belief Coaching Academy is open for enrollment. This 20-week programme is evidence-based, trauma-informed and specifically designed to equip you with proven tools to support your clients with self-doubt. 

Especially for all you coaches listening in – this episode is all about Coaching Supervision. 

Kristina Sheppard joins Sas to talk about supervision for coaches: what it is, how it helps us develop mastery, deepen our presence and become more aligned to the coaching work we love. 

Links:

• Kristina on Instagram @becometheauthorofyourlife
• Kristina’s Super-Vision Academy

The Spring 2021 class of The Self-belief Coaching Academy is open for enrollment. This 20-week programme is evidence-based, trauma-informed and specifically designed to equip you with proven tools to support your clients with self-doubt. 

Building on the last episode Sas shared a new coaching concept she has developed, called The Four Faces of the Protector. 

In Part two Sas shares how to begin to interrupt the ways that your particular protector holds you back. To be most effective, each of the Four Protectors - The Critic, The Martyr, The Scapegoat, and The Bystander - require specific approaches. Sas shares them all here.

Links:

• Episode Guidance: The Four Faces of the Protector
• Take the quiz and uncover your Self-doubt Archetype!
• The Self-belief Coaching Academy

Consistency used to feel so blergh — all rigidity and rules that I wanted to rebel against! But these days it’s really about creating a rhythm that lets my future self thrive. 

In this episode, I’m sharing how I’m approaching consistency in my business right now (especially around planning and marketing) so the start of next year already feels abundant and easeful.

We’ll explore the real payoff of showing up regularly, and I’ll walk you through my simple Five A’s model — a way to understand where you get stuck with consistency and how to move forward with more awareness, acceptance, and accountability (without all the pressure).

If you’re craving more grounded momentum — and want your business to feel steadier and more spacious — this one’s for you.

Resources: 

✨ If you’re longing for real conversations and rich support as you reflect on your coaching work, check out The Coaching Well.

 🍑 If you’re ready to shape your coaching practice into something super juicy, deeply aligned, steady and sustainable, take a peek at Ripen, my mentoring partnership for coaches.

In this episode Sas shares a new coaching concept she has been developing over the last six months. The Four Faces of the Protector provides you with a framework for understanding how your protective self-doubt holds you back.

In Part one Sas shares how she developed this concept, and how you can use it to better understand your self-doubt. This is for anyone who doesn’t experience their self-doubt as an inner critic (and if you do!).

Links:

• Episode Guidance: The Four Faces of the Protector
• Take the quiz and uncover your Self-doubt Archetype!
• The Self-belief Coaching Academy 

In this episode Sas explains one of the greatest resources you can call on when your self-doubt is activated: your Healthy Adult Self. 

You may not even know you have this! 

Sas talks about this part of you, why it matters and the core qualities your healthy adult self is in possession of. She’ll also show you a really simple way to begin to build a relationship with this aspect of you. 

Links + Resources:

• Take the quiz and uncover your Self-doubt Archetype!
• The Self-belief Coaching Academy

Most of us drastically underestimate what we are capable of. In this episode Sas talk’s about the difference between intentions and goals.

Pursuing meaningful, compelling goals and living with intentions that are rooted in our personal values are powerful ways to heal self-doubt. But did you know it's super easy to use goals and intentions in ways that actually increase our self-doubt?

Sas explains how to know what would best support you.

Links:

• Take the quiz and uncover your Self-doubt Archetype!
• The Self-belief Coaching Academy 

Courage + Spice is back! In this episode you’ll hear an update from Sas on what she’s been up to and what’s coming in 2021. 

We’ll also explore the relationship you have with your goals - particularly the role self-doubt plays. Sas shares the five different types of approaches that we tend to have with goals. So if you feel like it would be fun to try something new this year – to see what is possible, this is a great place to start.

Links:

• Take the quiz and uncover your Self-doubt Archetype!
• The Self-belief Coaching Academy 

The podcast for humans with self-doubt is back in your earholes! Listen in to find out what to expect from the new season from host Sas Petherick

Because of the emails and messages, you all send me I know that if you are listening to this podcast, you are interested in your own development as a human and you tend to be self-reflective (which is one of the best things I believe anyone can be).

And I know many of you are also coaches and therapists - I work with a lot of colleagues to help set up a sustainable practice and navigate the inevitable self-doubt that crops up when we embark on putting our hearts work in the world.

So as a self-reflective human or a fellow practitioner, you are more likely than the average bear, to seek out coaching support.

This episode is designed to support you to make good choices if you are 'coaching curious' — to understand a bit more about the value of coaching and how to get the most from a coaching experience. 

Curoius about coaching? Take a look at Coach Match, where you can coach with experienced practitioners who have trained at the Self-belief Coaching Academy

In the last couple of episodes, we have been exploring our unhealthy, unhelpful, often unhealed beliefs: how to recognise them, the benefits of changing them. We've looked at the most common types of negative self-talk (called Cognitive Distortions), and we've looked at the beliefs of Cognitive Restructuring - changing the meaning of what happens to us, so we can impact how we feel emotionally and what we do behaviourally.

In this episode, we are bringing these ideas together. I'm sharing a practice called Belief Busting that I have developed over the last few years, specifically to help folks who are held back by the beliefs that create and sustain self-doubt.

Usually, I teach this in my programmes, or with private coaching clients. But I want to share this with you so you can learn how to coach yourself. This episode is a bit like a workshop cum coaching session!

Download the Belief Buster worksheet

Cognitive Restructuring is based on the principle that how we feel emotionally and what we do behaviourally, is not the result of what happens to us, but instead, it’s down to how we think about what happens to us. 

This means that we can change how we feel and what we do by changing what we believe about what happens to us.

Practising this is freaking ace!

It helps us to slow down and become more aware of our negative self-talk and unhealthy beliefs. This makes it so much easier to unpack unconscious beliefs so we can intentionally and consciously change them. 

This is part two of a three-part podcast mini-series! Next week I’ll walk you through a cognitive restructuring process so you can use this in your life.

Your voice is the one you hear most often, is it kind?

So much mental and emotional suffering comes from the way we talk to ourselves in our own minds.

Over time, the beliefs and behaviours we repeat to ourselves become habitual. Just like we all have physical habits—brushing our teeth before bed, twirling our hair when we’re nervous —we all have psychological habits too.

One of our common psychological habits is the way of talking to ourselves.

This episode is all about the most common types of negative self-talk (sometimes called Cognitive Distortions), and some strategies you can use to identify and start to change your own unhelpful negative voice and upgrade your self-talk!

Unconditional Self-acceptance means that we fully and unconditionally accept ourselves regardless of our competence, and whether or not other people approve, respect, or love us.

With self-acceptance, if we mess up, we understand that we’ve messed up. That’s it. No unfavourable judgement. No feeling bad. Hence, no constant fluctuation in self-worth. We start to experience the world differently. If we don’t get what we want, we are still ok.

With unconditional self-acceptance, you are interested in learning from specific beliefs, behaviours and outcomes but your unique you-ness is never up for debate. You become the constant in your own life.

In this episode we explore what Unconditional Self-acceptance looks like, it's many benefits and importantly: how to begin to cultivate it!

If visibility feels tender — like ‘I want to share, but oof, my nervous system!’ — this one’s for you. In this episode, I offer compassion-led approaches for being seen and practical ways to help you feel more comfortable: 

• a compassionate reframe for the fear of judgment so you stop bracing and start belonging to yourself, 
• practices that build real capacity (not performative grit), and 
• a simple, steady approach to visibility that can come from the clients you already have.

We’ll also talk about curating who you let in, asking for support, and why forgiving yourself expands your capacity for being a bit more visible than the average bear. 

If you’ve been waiting for the algorithm to change, the perfect thing to say, or just to feel so ready to show up… this is how to go small, go kind, and go now. Press play and let’s make visibility feel safer, simpler, and more you.

Want deeper support? Apply for Ripen today.

High self-esteem is something many of us desire, its the source of a squillion Pinterest quotes, we tend to worry if our kids don’t have enough of it, it seems to be the secret to professional and personal achievements which is probably why parents, teachers, therapists and coaches bang-on about its many benefits.

But does self-esteem actually make us happier, healthier, more successful?

In this episode, we go on a magical mystery tour of the self-esteem movement: where it came from, the surprising research findings and how self-esteem moved out of the realm of psychological research and into Infomercials and Oprah guests.

Self-doubt is often characterised as an inner-critic or self-saboteur, but its SO much more sophisticated than that!

In this episode, I introduce the concept of The Protector: a characterisation of self-doubt that you can meet with creativity and compassion.

I share five key aspects of this part of your psyche including ideas for how to develop your relationship.

A personal episode for me this week. I share how I have come to really own my preferences: from NOT camping to learning how to say a clean and boundaried 'no'.

Twas not always thus! I sometimes joke that I am a Recovering People Pleaser, but I don't want to make light of what has been a huge developmental process. To own our preferences we must make peace with the possibility that we will be disliked, we'll create tension and conflict, and we may be rejected.

But even though all these things have happened, it's still worth it to be me, in every context, all the time.

In this episode, I share how I uncovered the root causes of this aspect of my self-doubt, how healing these events was just the beginning.