Goalbusters - Expert Peak Productivity Tips - Rob Emdon

In this episode of Goalbusters – Expert Peak Productivity Tips, Robin J. Emdon sits down with Robin Waite, an international business coach, speaker, and author. Drawing from over 20 years of entrepreneurial experience, Robin Waite shares powerful strategies to help solopreneurs maximise productivity, articulate their value, and command premium prices through outcome-based service design.

Robin J. Emdon is a productivity expert and the creator of GetResultsology® – The Science of Getting Stuff Done!, a practical system designed to help self-starters overcome procrastination, gain momentum, and follow through on what truly matters. Known as The Procrastination Slayer and The Momentum Architect, Robin supports solopreneurs, creatives, and professionals across a wide range of productivity hurdles, transforming scattered effort into consistent progress. Drawing from his early experience in his family’s retail business and training as a life coach in California in 2001, Robin later developed GetResultsology® after a decade-long struggle with procrastination during his own studies. During the 2020 lockdowns, he immersed himself in neuroscience and behavioural psychology, emerging with a powerful momentum formula: Do it today – Profit tomorrow: Repeat!. Now based in South Devon, he helps clients worldwide turn daily action into meaningful, profitable results.

What We Discussed on the Goalbusters Podcast

1. Ideal clients are solopreneurs: Especially those who deliver great value but struggle to articulate it clearly.
2. Stop charging by the hour: Base your pricing on the outcomes and results you create.
3. Productise your services: Define a fixed outcome, delivery time, and fee.
4. Unpack your money story: Many pricing issues are emotional, not logical.
5. Use pricing exercises: Gradually raise your rates and identify where confidence begins to waver.
6. Adopt OKRs: Objectives and Key Results give structure to productivity goals.
7. JFDI—Just do it: If an idea has been sitting in your mind for too long, act on it now.

Who Is Robin Waite?

Robin Waite is a dynamic public speaker, author of Take Your Shot, and a seasoned business coach. He has worked with over 1,000 business owners, delivering workshops and masterclasses on marketing, pricing, product architecture, and business strategy. He is known for his ability to blend analytical thinking with creative coaching to help entrepreneurs gain clarity and confidence in their offers.

Understanding the Ideal Client

Coaches, Consultants, and Freelancers

Robin primarily supports grassroots business owners—specifically:

• Coaches and consultants
• Freelancers with technical skills (e.g. web designers)
• Service providers who struggle to convey the true value of their work

These professionals often provide excellent results for clients but lack the pricing confidence or communication strategies to charge accordingly.

The Core Problem: Charging for Time, Not Results

Many service providers rely on hourly or day rates, which disconnects their income from the actual impact they deliver. This approach leads to:

• Undercharging for high-value work
• Difficulty scaling without working longer hours
• Confusion about how to price services fairly and profitably

Robin helps shift this mindset by encouraging clients to focus on results-driven pricing.

Key Solution: Productising Services

One of the most actionable pieces of advice from the episode was around “productising” services. This involves packaging what you do into fixed-fee offerings, based on client outcomes rather than time spent.

The Three Productisation Criteria

To productise your services effectively, you must define:

1. The dream outcome: What ultimate result do you help your client achieve?
2. A fixed delivery timeline: Can you promise delivery in a set timeframe?
3. A fixed price: Can you confidently assign a specific fee to the package?

For example, a web designer who charges £50/hour for 20 hours of work can shift to offering a lead-generating website package for £1,000 with delivery in 30 days.

Reframing Your Money Mindset

Many entrepreneurs struggle to raise prices due to subconscious money stories—internal beliefs shaped by past experiences or family conversations around wealth and value.

Robin's approach includes helping clients:

• Identify emotional pricing blocks
• Rebuild confidence in what their service is worth
• Test new pricing strategies with a future-focused mindset

The Pricing Exercise

Robin uses a practical exercise to guide clients through pricing changes:

• Start with your current price (e.g. £1,000)
• Incrementally raise the number (£1,500, £1,800, £2,000)
• Wait for a “gut reaction”—that emotional point where it feels just outside your comfort zone

The goal is to play just outside your comfort zone, creating space to grow your income while staying authentic and confident.

Robin’s Free Action Tip: Say the Big Number

Robin emphasises the importance of getting comfortable saying the “big number”. Start practising quoting your ideal price point—even if it feels ambitious. Confidence in pricing starts with repetition and belief in the outcomes you deliver.

Productivity Insights: OKRs and Focused Operations

Measure What Matters

To improve productivity, Robin recommends using OKRs—Objectives and Key Results—a goal-setting framework from the book Measure What Matters.

He shares a personal example:

• Objective: Increase podcast visibility
• Key Result: Appear on 30 podcasts in 90 days (aka “Operation Pod Blast”)

This approach gives structure, measurable milestones, and a motivating sense of achievement when completed.

Procrastination Tip: JFDI

Robin wraps up with a motivational push for listeners sitting on an idea:

"If you've had an idea rattling around in your head for months or years—JFDI (Just Flipping Do It)."

Stop procrastinating. Launch the thing. Test it. And find out whether it works.

Free Resource: Take Your Shot

Robin offers listeners a free signed copy of his bestselling book Take Your Shot. It’s a compact guide packed with strategies for business growth and pricing with confidence.

Final Thoughts

Robin Waite delivered a powerhouse session that challenged traditional pricing habits and inspired listeners to approach their businesses with both strategic intent and emotional clarity. From repackaging offers to setting measurable productivity goals, his advice provides a clear path for solopreneurs to step up, charge more, and do less of the stuff that drags them down.