coaching/ · 1,677 w · 8 min · ✎ dialogue

Coaching Offerings

Jason's coaching practice operates under the brand "Refactor Labs" / "The Outlier Coach," with services spanning single-session intensives, structured short-term programs, long-term retainers, and specialized founder offerings. The portfolio has evolved from general founder coaching toward a defined specialty in cofounder conflict and alignment, grounded in Gottman Institute methods. Every engagement is designed to begin with a concrete diagnostic session and move toward lasting behavioral change — not just insight delivery.

The Current Service Tiers

Tier	Price	Duration	Description
CHART (Vision Mapping)	$950	Single 90-min session	Intensive exploration of unique genius and aspirations
RESET	$2,950	4-week intensive	Structured engagement for quick clarity
EVOLVE	$2,500/mo	Ongoing retainer	Long-term coaching relationship (avg 9–12 months)
TRANSFORM	Premium	12 months	Year-long deep engagement

Every engagement — regardless of tier — begins with a 90-minute Vision Mapping session. This functions simultaneously as a diagnostic tool and a proof of concept: the client experiences the coach's method before committing to a longer program.

The logic of the entry point. Starting every engagement with the same 90-minute format creates a consistent first impression and a repeatable sales moment. If the session produces a genuine reframe for the client, it functions as the strongest possible conversion mechanism — the client has already experienced the value, rather than being asked to project it. This mirrors what the win/loss analysis of discovery calls confirmed: clients who had an "aha moment" during the initial session converted at far higher rates than those who received only confirmation of what they already suspected. See sales-and-conversion.

Specialized Offerings

The core tier structure handles individual coaching. The specialized offerings address higher-stakes, higher-complexity situations — typically priced accordingly.

Cofounder Conflict ("Back in Business"): $10,000–$12,000 for a 13-week intensive with weekly facilitated sessions. This is the highest-value specialty in the practice. The engagement is structured repair work — not optimization or tune-up coaching, but active intervention in relationships that have already developed trust deficits, communication breakdowns, and sometimes years of unresolved tension. See cofounder-conflict-coaching for the full methodology and client case studies.

The pivot toward this specialty (formalized in early 2026 after completing Gottman Institute training) reflects a deliberate strategic bet: cofounder conflict is one of the most common and least well-served founder challenges. Generic therapy lacks startup context; typical executive coaching lacks the relationship intervention tools. The Gottman methods — originally developed for couples — map with surprising precision onto founder dynamics, and Jason's 3x founder background provides the context that clinical practitioners can't offer.

Pivot Your Startup Workshop: $10,000 for a half-day workshop with the founding team or leadership, plus a 6-month retainer (up to 2 hours/month). Designed for teams facing a strategic inflection point — not just deciding whether to pivot, but building the internal alignment needed to execute one successfully. The structured format distinguishes it from ongoing coaching: it produces a concrete artifact (a decision framework or next-step roadmap) in addition to relationship work.

Pitch Deck Practice: $5,000 for deck review plus five hours of pitch practice over one week. Concentrated, time-boxed preparation for a high-stakes fundraising moment. The framing is deliberate practice under real conditions — not just slide critique, but actual practice runs with real-time feedback. See deliberate-practice-and-performance for the underlying methodology.

Founder Burnout Recovery: $3,000. A focused short-term engagement for founders experiencing the accumulating cost of operating at maximum intensity without structural recovery. Less commonly discussed than other offerings, but addresses a real and growing need.

The Conviction Reset (In Development)

The most ambitious product in the pipeline is a 12-week hybrid coaching program targeting a distinct segment: ambitious individuals in their late 20s to early 40s — senior managers, directors, and leaders who are conventionally successful by external metrics but creatively unfulfilled. The target is someone who has "won" by the standard definition but suspects they're winning the wrong game.

The transformation arc:

Uncover genius through past pride moments — identifying what has produced the deepest satisfaction, as distinct from what has produced the most recognition
Redefine winning on personal terms — separating internalized ambition from adopted expectations
Rewrite personal narrative — replacing the story of "I should want this" with one grounded in actual values
Build a community of aligned mentors and peers — recognizing that environment shapes behavior more reliably than willpower
Take decisive action toward a major milestone — creating a concrete external commitment that makes the internal shift legible

Core message: "Creative fulfillment AND financial security are not mutually exclusive." This positioning directly addresses the false choice that keeps conventionally successful people stuck — the assumption that pursuing work they find meaningful requires sacrificing what they've built.

Design reference: Danielle LaPorte's Fire Starter Sessions. LaPorte charges $1,000 for roughly one hour, preceded by a 15-question intake. The model demonstrates that high-intensity, short-form offers can command premium prices when they deliver concentrated transformation. The Conviction Reset draws on this model: high preparation, high intensity, clear arc, concrete outcome.

The program is currently in development and has not yet been fully launched or validated at scale. The primary open question is whether the individual coaching relationship (Jason's clear strength, per client retention data) translates effectively into a structured group or hybrid format.

Revenue Model and Targets

From current business planning:

30 coaching clients at $6k/6 months = $30k/month
Corporate workshops: $10k/month
Automated video workshops: $5k/month
Group coaching pods: $6k/month
Projected topline: $51k/month ($612k annually)
Personal take-home target: $25k/month

Current reality (as of early 2026): ~$250k annual run rate, mix of 70% venture-backed founder coaching, 25% individual coaching, 5% workshops and paid content. The gap between current and target is primarily a lead generation and conversion challenge on the venture-backed side — 25 leads yielded approximately 2 conversions — rather than a delivery or retention problem. Clients who start stay an average of 9–12 months.

Ideas under active consideration:

Evergreen communities (lower-touch, recurring revenue)
Tiered pricing by career stage
Retreats (high-intensity, high-margin)
AI-assisted tools embedded in programs (currently experimenting with this for the Conviction Reset)

Reference Models Studied

Dorie Clark's Recognized Expert framework. Clark's model centers on authority-building through three levers: Content Creation, Social Proof, and Network. Her key framing: "Being great at what you do is very different from being well known for it." The implication for offer design is that the content and the offer must work together — the content builds the authority that makes the offer feel inevitable rather than pitched. A CHART session at $950 or a RESET at $2,950 lands differently when the client already considers you an expert versus when they're encountering you cold. See content-and-platform-building.

Danielle LaPorte's Fire Starter Sessions. The high-intensity, highly priced, short-form offer model proves that transformation doesn't require a long program — it requires the right conditions. The 15-question intake before the session is a particularly instructive detail: it creates investment before the conversation begins, ensuring the client arrives prepared rather than using the paid hour to catch up on context.

The Repeatable Revenue OS model. A system studied from practitioners who moved away from launch-driven revenue toward a steady monthly rhythm: workshops as entry points, assets as low-barrier samplers, premium offers as the upgrade destination. The insight is that trust, not persuasion, is the conversion mechanism — and trust is built through demonstration (workshops, samples) not description (sales pages, testimonials). This informs the Vision Mapping entry-point design: it's the demonstration before the commitment.

LeighAnn Heil on high-ticket buyer psychology. High-earning clients don't buy offers — they buy identity confirmation. They're scanning for whether the offer is designed for someone at their level, whether the language reflects their pace and values, and whether the person selling is operating at or above their level. "When the message resonates, they aren't looking at details of your offer. They are asking themselves: How do I work with this person?" This has direct implications for how each offering is positioned — not what it includes, but who it's built for.

The Strategic Shift Toward Cofounder Conflict

The most significant structural change in the practice (formalized in early 2026) is the explicit pivot toward cofounder conflict and alignment as the primary specialty. This reflects several converging factors:

Market gap. Cofounder conflict is cited by multiple studies as a leading cause of startup failure, yet it sits in an underserved space — generic therapy lacks startup context, startup coaches rarely have relationship intervention training, and couples counselors don't understand founding dynamics.
Differentiation. The combination of 3x founder experience, Gottman-method training, and direct work with multiple founding teams creates a profile that's genuinely hard to replicate.
Client urgency. Founders in conflict are motivated buyers. The stakes — the company's survival, the relationship's survival, the personal cost of 15-80% of daily energy going to managing friction rather than building — create the conditions where coaching feels not like a luxury but like a necessary intervention.
Revenue ceiling. At $10,000–$12,000 per engagement, the cofounder conflict specialty operates at 4–5x the rate of individual coaching. Serving fewer clients at higher value is a more sustainable path to the $30k/month target than volume coaching.

The YouTube channel, relaunched in 2026 and focused on cofounder relationship topics, functions as both content marketing and proof of expertise. See content-and-platform-building for how this pipeline feeds the practice.

sales-and-conversion — How these offerings convert in discovery calls
cofounder-conflict-coaching — The highest-value specialty with full methodology
content-and-platform-building — Building the pipeline that feeds client acquisition
coaching-philosophy — The underlying model that informs offer design

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