Your story is your most valuable asset.

One of my favorite interview questions is, “If an athlete approached you and asked why they should trust you to coach them, what would you say?”

Bad responses focus on credentials — degrees, certifications, books they’ve read, that kind of stuff.

Most people think this is what separates them from the rest. But, at least in my mind, a long list of certifications & legible credentials is a signal that they’ve become marinated in the conventional wisdom.

Because certifications become less valuable as more people get them, competitive advantage isn’t found in pre-packaged information.

So, you’re probably wondering, if bad responses focus on credentials, what makes a good response?


They tell a story — the ups, downs, & everything in-between.

Something that sounds like this:

In March 2015 I was throwing 81 MPH. I finally got sick of being average and decided to do something about it. 2-1/2 years later, I topped 95 MPH and had scouts at every one of my games. But despite my improvement, I never threw a professional pitch. If we work together, I’m going to do everything I can to make sure you don’t suffer the same fate.

If it’s not clear, that’s my story.

What’s yours?