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In this episode of The Coaching Edge Podcast, hosts Erwin de Grave and Dr. Steve Jeffs sit down with Laura West, founder of Joyful Business, to explore what it takes to build a flourishing coaching practice in a low-trust, high-uncertainty world. Laura shares her journey from corporate VP through burnout to 25 years as a coach, and why longevity demands constant evolution—of your niche, your offer, and yourself. She unpacks the current “trust recession,” the surge of self-described coaches, and the growing sophistication of clients, making a compelling case for leading with authentic philosophy, visible thought leadership, and community.
Laura introduces her three-part Venn (Soul Work + Who You Help + What’s Urgent Now), the role of intuition (including Quantum Human Design) in decision-making, and why tracking both internal and external client results matters. Most of all, she reframes joy as a creativity and magnetism hack that powers sustainable marketing and presence. Expect practical insight on claiming your brilliance without bragging, creating safe containers for real authenticity, and becoming the “mayor” of an ecosystem where clients flourish—even as we prepare to create with a future we can’t yet predict.
Guest: Laura West