Dominate Your Niche - Ruth Ferreira

When it comes to scaling a business, the road is rarely straightforward. For Robin Waite, founder of Fearless Business, bestselling author, and renowned coach, the journey from burnt-out agency owner to thriving business mentor has been full of lessons, breakthroughs, and even intentional setbacks.

In this episode of Dominate Your Niche with Ruth Ferreira, Robin shares his candid experiences of starting over, finding smarter ways to grow, and helping entrepreneurs charge what they’re truly worth.

What We Discussed on Dominate Your Niche 

1. Burnout sparks change: Robin’s shift from agency owner to coach began with a personal breaking point.
2. Visibility matters: Speaking engagements and podcasts fuelled his early growth.
3. One podcast can change everything: His Ali Abdaal appearance generated thousands of leads but exposed broken systems.
4. Smarter systems win: Application forms and group workshops replaced endless calls.
5. Social media isn’t for everyone: Despite heavy investment, it didn’t deliver ROI for Robin’s business.
6. Strategic partnerships pay off: Long-term relationships with trusted leaders created more impact than scattered tactics.
7. Pricing is emotional, not just logical: Helping clients charge what they’re truly worth boosts confidence and results.
8. Work less, achieve more: Efficiency and sustainability are key to long-term success.

From Marketing Agency to Business Coaching

Robin’s career began far from the coaching stage. For 12 years, he ran a marketing agency specialising in web design and branding. Despite its success, client demands and sleepless nights pushed him towards burnout.

• Running projects worth over £250k annually with a small team
• Constant all-nighters and growing stress with a young family
• A personal breakdown that led him to sell his agency in 2016

This decision wasn’t the end but a new beginning. Informal mentoring over coffee chats quickly grew into a coaching career, eventually leading to the creation of Fearless Business.

Breaking Through the First Coaching Hurdles

Transitioning from agency owner to solo coach came with its own challenges. Robin had to tackle:

• Learning to market himself without a team
• Speaking on stage and doing podcast interviews despite being introverted
• Managing all business operations — from accounts to sales to delivery

Despite the steep learning curve, his first year generated £89k, though the workload was unsustainable and risked a second burnout.

The Power of Strategic Visibility

Saying Yes to Podcasts and Speaking Engagements

In the early years, Robin pursued visibility at scale:

• 36 speaking engagements
• 44 podcast interviews
• 125 free consultations
• 12 networking events
• 2 marketing events with over 200 attendees

While this hustle brought rapid growth, it also highlighted the importance of working smarter, not harder.

The Ali Abdaal Effect

One standout moment was appearing on Ali Abdaal’s podcast in 2023. The results were staggering:

• 3,000 new leads
• 700 book requests in six weeks
• £250k+ worth of new business

But the sudden influx also broke his systems, forcing him to rethink how to handle high demand.

Innovating Business Models for Sustainability

Robin’s journey has been marked by constant refinement.

From Free Calls to Applications

Originally, anyone could book a consultation directly. After being overwhelmed, Robin introduced an application form to filter serious prospects, saving time and energy.

Introducing Group Workshops

Instead of 19 one-to-one calls, Robin invited leads to a single workshop:

• 19 invited, 14 booked, 13 attended, 6 converted to clients
• A more efficient and scalable way to deliver value

This model has since evolved into a group coaching programme that mirrors his one-to-one experience.

Why Robin Ditched Social Media

Despite hiring a dedicated content manager for £24,000 over a year, Robin didn’t gain a single client from social media efforts.

Instead, he focuses on:

• Speaking engagements
• Podcast interviews
• Strategic partnerships with leaders like Daniel Priestley, Chris Do, and Simon Squibb

For Robin, social media is now a playful extra, not the backbone of his business.

The Psychology of Pricing

One of Robin’s biggest missions is helping entrepreneurs charge what they’re worth.

Why Business Owners Undercharge

• Childhood money blueprints: scarcity, “money doesn’t grow on trees”, or “work hard to succeed”
• Fear of rejection when stating higher prices
• Comparing themselves to competitors rather than focusing on value

Robin’s Pricing Exercise

1. Decide your income goal (e.g. £100,000).
2. Divide by your desired number of clients (e.g. 20).
3. Adjust your offer to reflect that figure (£5,000 each).

If that feels too big, he uses an “auction” approach: gradually raising the number until the client reaches their edge of comfort, then pushing slightly beyond.

This approach ensures:

• More time per client
• Better results
• Higher retention and referrals

Advice for Scaling Entrepreneurs

Robin’s parting wisdom is simple yet profound:

“Make yourself redundant as quickly as possible.”

By stepping back from the day-to-day, entrepreneurs create space for their businesses to grow beyond themselves.