A lot of coaches think they have a content problem, visibility problem, pricing problem, or marketing problem. But sometimes the deeper issue is what they believe about selling.

In this episode of The Unspoken Truth Podcast, Jay and Kyna break down the sales beliefs that keep coaches broke, inconsistent, hesitant, and unclear. They talk about what happens when coaches focus too much on the offer instead of the client, why lack of belief in your own offer leaks into the way you sell, and how “I’m not pushy” can become a polished excuse for avoiding the sale.

They also get into the integrity side of selling: exaggerated transformations, fake or misleading testimonials, inflated revenue claims, and pretending a process is more proven than it really is.

If you have been struggling to sell your offer, this episode will help you examine whether the issue is your offer clarity, your conviction, your fear of rejection, your client focus, or the honesty of the transformation you are promising.

Action Exercise: What are you struggling to sell?

CTA: If this episode made you realize the issue may be deeper than content or visibility, click the link in the description to learn more about the ICONIC Business Reset.

Ready to stop guessing and get clarity on what's slowing your sales down? Book your ICONIC Business Reset: https://unspokentruthpodcast.com/iconic-chat

CHAPTERS

0:00 — Introduction

2:54 — Belief #1: You're focused on your offer, not your client

13:01 — The Calgon analogy: sell the feeling, not the formula

16:17 — Jay's 5 client-centered questions

20:39 — Belief #2: You don't believe in what you're selling

30:27 — Belief #3: 'I'm not a salesperson'

41:17 — BONUS Belief: You don't have to lie, Craig

50:34 — Action Exercise + ICONIC Business Reset CTA

CONNECT WITH US

Connect with Jay: jayblackandco.com; https://www.instagram.com/jayblackandco

Connect with Kyna: https://instagram.com/lovekynab

Follow The Unspoken Truth: unspokentruthpodcast.com

If your business strategy keeps breaking — or you keep getting the plan and not executing it — this episode is going to hit close to home. Good.

Jay Black and Kyna Baker break down the most expensive mistake coaches make: separating strategy and mindset instead of addressing both at the same time.

In this episode:

✦ Why the funnel isn't actually your problem

✦ The blame cycle that keeps business owners stuck

✦ What the Slutty Vegan bankruptcy has to do with your coaching business

✦ The start-and-stop pattern and what's driving it

✦ Why "I just want to coach" is a scale goal, not a day-one reality

✦ How Jay's strategy work and Kyna's CEO coaching work together

✦ What a Revenue Clarity Session actually does

📌 BOOK YOUR REVENUE CLARITY SESSION

→ https://unspokentruthpodcast.com/iconic-chat

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THE UNSPOKEN TRUTH PODCAST

Where CEOs Evolve. Always unfiltered. Always the truth.

Hosted by Jay Black — Revenue Strategist & Diagnostic Consultant

and Kyna Baker — CEO Development & Leadership Coach

📲 Follow us:

Instagram & TikTok → @TheUnspokenTruth

Jay Black → @JayBlackandCo | Kyna Baker → @SimplyKynaB

#CoachingBusiness #BusinessStrategy #CEOMindset #TheUnspokenTruth #CoachingPodcast #ServiceBasedBusiness #BusinessGrowth #WomenInBusiness

Jay Black and Kyna B. dig into one of the most overlooked barriers to business growth: your identity. They break down what identity actually means in a business context (hint: it's not your brand), explore the critical difference between a CEO mindset and a coaching mindset, and give practical tools for stepping into the next version of yourself as a business owner. If you're burnt out, stuck, or constantly busy without real progress, this episode is for you.

Key Takeaways

1. Identity is your operating system. It's not your brand or your values — it's who you believe yourself to be when you step up to make business decisions.
2. Your identity sets your capacity. If your self-concept is small, your business will hit a ceiling. You can't outgrow who you think you are.
3. CEO mindset vs. coaching mindset are two different gears. CEOs own and decide. Coaches develop and nurture. You need both — and you need to know when to switch.
4. Busy is not productive. Going hard in Canva, buying courses, and posting everywhere means nothing if it's not tied to a strategic goal.
5. Structure creates freedom, not restriction. Systems, documented processes, and clear office hours eliminate burnout and give you space to lead creatively.
6. Stop saying "I'm trying." CEOs decide and do. "Trying" is an exit ramp. Speak like you trust yourself.
7. Your why has to be deep enough. Motivation that depends on apps and quotes will run out. Identity-level commitment doesn't.

Resources Mentioned

• Asana — Project management tool Jay uses to set up client business infrastructure (office hours, goals, milestones, team roles)
• The Motivation App — Daily quote app mentioned by Kyna (and then retired)

CONNECT WITH US

The Unspoken Truth website - https://unspokentruthpodcast.com

Instagram - https://instagram.com/theunspokentruthpodcast

Email - [email protected]

Feeling like your business needs a total makeover? Before you rewrite your whole story, hit play.

In this episode, Jay and Kyna break down the difference between true reinvention and intentional refinement. They explore why coaches are tempted to constantly pivot, rebrand, or relaunch — and how that pattern often hides avoidance, fear, or emotional decision-making.

You’ll learn:

• Why feelings can’t be the CEO of your business decisions
• The role of analytics, audits, and honest debriefs
• The 3 essential systems inside a coaching business
• Where energy leaks usually hide
• A practical 3-part refinement framework for your delivery, messaging, and infrastructure

This is a straight-to-the-point, unfiltered look at what it really takes to build a sustainable coaching business without starting from scratch every quarter.

Tired of the hustle? Jay and Kyna expose the biggest lie in the coaching industry: that consistency means showing up perfectly 24/7.

In this unfiltered episode, they break down the crucial difference between "Strategic Consistency" (your systems) and "Emotional Consistency" (your capacity). Learn how to build infrastructure that works even when you can't, and why giving yourself grace is a CEO power move. Stop performing and start building sustainably.

In this powerful Season 3 opener, Jay Black and Kyna Baker dive into one of the most misunderstood parts of entrepreneurship: starting over.

If you’ve ever paused your business… If you’ve ever lost momentum… If you’ve ever felt ashamed for taking a break… This episode will shift everything.

Jay (Business Architect & CEO Systems Strategist) and Kyna (Leadership & Mindset Coach) break down the real difference between taking a break and falling off, why “start over energy” is actually a strategic advantage, and how to rebuild your momentum using intention—not guilt.

Jay, the systems strategist, highlights how even nature embraces seasons of rest and hidden growth, while Kyna, the mindset coach, challenges listeners to confront the shame of imperfection and use reflection to create momentum. They share actionable strategies for communicating with your team, planning your comeback with SOPs and automation, and leveraging past experiences to refine your offers and connect authentically with your audience. This episode is a must-listen for any coach feeling stuck or burned out, offering a fresh perspective on how to transform setbacks into strategic growth.

This is the episode every coach needs to hear in 2026. Whether you’re restarting, rebuilding, or re-aligning — you’re not failing. You’re becoming.

Drowning in conflicting advice from every coach and online guru? Jay and Kyna deliver an unfiltered guide to cutting through the noise. Learn to trust your own vision, make confident decisions, and take radical responsibility as the true CEO of your coaching business.

CONNECT WITH US

The Unspoken Truth website - https://unspokentruthpodcast.com

Instagram - https://instagram.com/theunspokentruthpodcast

The ICONIC Coach Collective:

Website - https://theiconiccoachcollective.com

Instagram - https://iconiccoachcollective

Jay Black:

Instagram - https://instagram.com/jayblackandco

LinkedIn - https://linkedin.com/in/jayblackandco

Website - https://jayblackandco.com

Kyna Baker:

Instagram - https://instagram.com/simplykynab

Are masterminds worth it, or are coaches mixing up group coaching vs masterminds? On this episode of The Unspoken Truth Podcast, Jay Black & Co and Kyna B offer unfiltered business advice, diving into coaching industry trends for 2025. Discover what makes a true coaching mastermind, how starting or joining a mastermind can impact your coaching business growth, and why clarity in your high-ticket coaching offers is key. Essential listening if you're serious about scaling a coaching business sustainably.

WHO ARE WE

Meet Jay Black and Kyna Baker—the bold voices and straight-shooters behind The Unspoken Truth Podcast. With sass, strategy, and zero fluff, Jay and Kyna unpack the raw realities of building a successful coaching or service-based business. Jay, your sales funnel and systems strategist, and Kyna, your no-nonsense operations expert, help overwhelmed coaches ditch confusion, stop spinning their wheels, and finally create businesses that thrive. If you're tired of generic advice and ready for real talk that actually moves the needle, grab your earbuds and buckle up—class is officially in session.

CONNECT WITH US

The Unspoken Truth website - https://unspokentruthpodcast.com

Instagram - https://instagram.com/theunspokentruthpodcast

The ICONIC Coach Collective:

Website - https://theiconiccoachcollective.com

Instagram - https://iconiccoachcollective

Jay Black:

Instagram - https://instagram.com/jayblackandco

LinkedIn - https://linkedin.com/in/jayblackandco

Website - https://jayblackandco.com

Kyna Baker:

Instagram -https://instagram.com/simplykynab

Thinking of hosting an event or retreat? Jay and Kyna deliver an unfiltered reality check on whether you're truly ready. Using Kendrick Lamar's iconic Super Bowl halftime show as a case study, they break down the non-negotiables for a successful event—from building a real audience to planning for lasting impact and listening to your team. This episode is your guide to honestly assessing if you're prepared to take the leap.

CONNECT WITH US

The Unspoken Truth website - https://unspokentruthpodcast.com

Instagram - https://instagram.com/theunspokentruthpodcast

The ICONIC Coach Collective:

Website - https://theiconiccoachcollective.com

Instagram - https://iconiccoachcollective

Jay Black:

Instagram - https://instagram.com/jayblackandco

LinkedIn - https://linkedin.com/in/jayblackandco

Website - https://jayblackandco.com

Kyna Baker:

Instagram -https://instagram.com/simplykynab

In this candid season opener, Jay and Kyna get raw about what it really looks like to pause, pivot, or completely restart your coaching business...without the guilt. From letting go of outdated visions to calling yourself out for ignoring red flags, this episode delivers the strategy and soul every coach needs to hear.

They share their own stories of burnout, reinvention, and evolving in public—and drop practical gems for taking inventory, clarifying your vision, and re-entering your business with confidence.

Whether you're building from scratch or rebuilding with experience, The Unspoken Truth is your go-to for honest convos about growing a coaching business that actually works.

Listen in for straight-no-chaser advice on:

• Recognizing when it's time for a change and why it's not failure.
• The crucial difference between genuinely wasting resources and learning valuable lessons.
• The foundational elements you actually need to focus on (hint: it’s not your logo or website at first).
• Why a clear vision and strategy are non-negotiable, regardless of your business stage.
• The truth about social media's role in client acquisition for coaches.
• Practical steps to take when you feel stuck, need to pause, or are ready to unpause and get back on track.
• The importance of giving yourself grace and taking inventory of your resources.

Jay and Kyna bring their signature "kitchen table talk" style, sharing the kind of candid truths you’d only hear from trusted friends. If you're ready to stop chasing illusions and start building a coaching business that truly serves you and your clients, this episode is your essential starting point.

CONNECT WITH US

The Unspoken Truth website - https://unspokentruthpodcast.com

Instagram - https://instagram.com/theunspokentruthpodcast

The ICONIC Coach Collective:

Website - https://theiconiccoachcollective.com

Instagram - https://iconiccoachcollective