You became a coach because you're great with people. Craig Fortune says that's not enough, and he learned it the hard way.

Craig is an executive and productivity coach and the founder of ProMind Solutions in New Zealand. Before coaching he ran a multi-million-dollar business for twelve years until COVID forced him to liquidate it, and he burned out and was diagnosed with depression while that business was still successful. Now he helps cognitive professionals escape the productivity trap.

In this conversation, Craig and I get into why most new coaches get the order backwards (business person first, coach second), the burnout numbers leaders keep ignoring, and the practical tools he uses with clients, from chronotypes to the Eisenhower Matrix to using your calendar for more than meetings. Then I reframe the part Craig finds hardest, marketing, as simply creating visibility and connecting with real people, and you can hear it click.

Key Topics:

• Business person first, coach second
• Why over 50% of people in Australasia reported burning out last year
• The training failure behind remote work, and why AI is repeating it
• "Eat the frog" vs. working with your chronotype
• Finishing tasks early to build slack into the week
• Being the product: the discomfort of marketing yourself
• The reframe that makes marketing feel honest: create visibility, connect with real people
• You can't manage time, only what you do with it

Connect with Craig Fortune: Website: https://www.promind.co.nz/

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ABOUT COACH AS ENTREPRENEUR: Coach as Entrepreneur is the show for coaches building real businesses with systems, strategy, and heart. Hosted by David Chung, each episode features honest conversations with coaches about the realities of building a sustainable coaching practice. Subscribe for new episodes every week.

CONNECT WITH DAVID: Website: https://kyberfive.com LinkedIn: https://www.linkedin.com/in/davidchung-01/