Hey Legends,
Happy Sunday, I hope you’re really into the swing of things for 2026 now!
Something struck me this week. I’ve spent a couple of days with people who are really thinking about wealth creation. One is a guy I’m looking at having handling our investment portfolio. He’s an Ex-JP Morgan analyst and he’s getting incredible returns for his HNWI clients.
The other guy I spent time with this week sold his business for £6m in 2023 and has just completed his earn out. He used the £1M profit he earned from his business every year for the last 20 years to amass a property portfolio of over £8m and an investment portfolio of substantially more.
And you know what, it made me think about the old school way of building value. It’s really not about being impressive, it’s about being relatable. I was a guest on Chris Ducker’s podcast this week and we discussed why I don’t drive a Lambo, why I wear and have gifted my team $15 Casio Caculator watches and why we are leaving Dubai for the French Riviera. There’s something very powerful in doing things the proper way and not faking it all in the name of ‘personal branding’ - so that’s what my video and newsletter are about this week.
Hope you enjoy!
Seen this lately? "Only 2 spots left! Money-back guarantee! Get results like this!"
If you're rolling your eyes, you're not alone. The market's gotten smarter. People are numb to highlight reels and tired of the guru act.
Here's what's working instead:
Document, don't market.
Most coaches show you their Stripe dashboard and promise you the same results. But you never see them doing the thing. You see the destination, not the map. The golden toilet, not the blueprint.
The shift? Stop trying to convince people you're credible. Start showing them in real time.
The power of public goals
When you openly state your goals, three things happen:
You hold yourself accountable – No more excuses
Your audience becomes invested – They're rooting for you
You attract perfect-fit clients – People who resonate with your journey want to take that same journey
Nobody can relate to the championship. Everyone can relate to the climb.
So let me share. This year my goals are:
Get married (happening in March)
Run a marathon
Move to France (happening in Feb)
Add $1M revenue to Recognized
Lead by example (or don't lead at all)
You can't tell clients to post 5x/week on LinkedIn if you haven't posted in months. You can't tell them to raise prices if you're still charging $200 because you're scared.
People see right through it.
The real question: How can you expect your clients to go all-in if you're half-assing your own work?
The reason I have confidence in what we offer is because I’ve run a LinkedIn agency for over 2 years. We have clients paying $2k-$4k per month and we have people on our program paying $5,500 for a 90 day accelerator and they are ALL getting results.
PLUS, i’ve posted every weekday on LinkedIn for 3+ years.
Your homework
Set a public goal for this year. Make it specific. Make it measurable. Something people can follow.
Examples:
"I'm closing three $25K deals in the next 6 months"
"I'm getting featured in 10 major thought leaders' content in 90 days"
"I'm building a $100K pipeline by end of Q2"
Then document everything. What's working. What's not. How you're adjusting.
Because here's the truth: People don't want to be told what to do. They want to be shown.
They want to see someone a few steps ahead, still in the arena, actually doing the thing.
When they see that, they don't need a sales pitch. They just think: "If they can do it, so can I."
One takeaway: Start showing what you're doing. Share your goals. Document the process. Lead by example.
Fair warning: You might end up with too many perfect-fit clients ready to pay premium prices.
Now go set that public goal.
Freddie
P.S. Life's too short to hide behind a perfect image. Show the journey.