About Brad Sugars

Brad Sugars Teaching

Brad Sugars believes to succeed in life, you need to think for yourself. The Mission of his company, ActionCOACH is “World Abundance through Business Re-education”.

“One of the most important aspects of being a coach or mentor is not to do the thinking,” says Brad. “The job of a business coach is to get the owner thinking”.

Brad often speaks about how the education or learning process for many people has deviated from the way educating was meant. He says the word education comes from the Latin term educare which means to draw out.

“When you go to university or college,” Brad says “You are not being educated, you are being schooled.”

“Rather than drawing out from people in the learning process, education is about pummeling information in and hoping some of it sticks.”

Brad believes that business coaching provides the much needed link between owning a business and being an entrepreneur. His coaches are trained to draw the best out of people.

“If it isn’t your own idea, people are not empowered or inspired to make change,” Brad says.

“The process of coaching is about helping a business owners to spend more time working on the business rather than in it.”

“The owner is coached to think about their business in a different way. Through the coaching process, business owners become leaders and really start to develop profitable strategies in their business. I see time and again, how coaching really helps the owner to be inspired and passionate about their business. They feel they have a support system that guides them in the right direction. The result is the owner earns more, has a high performing team and the owner now has a business that doesn’t need them on a daily basis to function or survive.” Brad enthused.

In saying that, Brad does not mean that every business owner can be coached. Being a coached is a two-way process.

“Like sports coaching, you need to put the work in,” Brad says.

“You don’t see Olympic coaches running the laps of the field for their athletes. Same goes with business coaching.”

“The ActionCOACHes n my team often tell the owner that as their coach they are like an unreasonable friend,” he says.

“If you don’t want to hear the truth, then it is probably best not to ask your coach. Their job is to tell you truthfully and honestly what is going on in your business. You would be surprised how many people actually do not want to hear the truth. For some seeing their business from the eyes of their coach can be a hard pill to swallow. However the good news is the coach is there with the owner to help turn things around or really improve the business”.

This statement alone probably best describes why Brad Sugars is the quintessential coach and arguably the world’s best. Combined with his Australian heritage, Brad is not one to mince words. And despite his surname, he does not sugar coat what needs to be said.

“The only measurement that you should use when deriving whether your business is successful or not is profit. The measurement of a business coach is increased profit.”

It is perhaps for this reason that Brad is very adamant on the differences between life coaches and consultants in business.

“ A Life Coach is more about personal life goal clarification. Business coaches help owners clarify their goals primarily in their business so their personal life improves. For instance, a business owner might want to travel throughout Europe with their family as a personal goal. The business coach is in a far better position to help make this happen in my opinion because they can help the owner finance this goal and allow the business to function without them.”

“A consultant comes into a business often with a particular area of expertise and actually performs that task or project within the business. When they leave, so does the knowledge. A business coach is a business generalist. They help the business owner across all areas of the business including sales, marketing, operations to make better value added decisions that have long lasting bottom line results.”

Brad Sugars wrote the book “The Business Coach” after more than a decade of coaching. When you read the book you can clearly see the protagonist is Brad Sugars himself. The advice the coach in the book gives is too the point and simple to follow.

Brad believes that business coaching should never be complicated. Otherwise why would the owner want to implement inside their business. You only have to read the business books on the New York bestseller list to see that oftentimes the concepts are overcomplicated. Most times these books do not tell you how to implement strategies inside a business.

For instance, in the book, Good to Great by Jim Collins is a superb book about high performing companies. However despite this book being first published in late 2001 and being sold in all areas of the globe – why hasn’t the number of business cessations changed?

Brad Sugars says he has the answer, and the answer is a business coach. Business coaching sessions can help make improvements happen in just about any company.

“I love reading business books. In fact I read at least one a week. But for most business owners it isn’t that this knowledge isn’t available. It is fact that they don’t know how to apply it, when is the best time to apply it, how to adjust the overall principle so it works in their business, “ Brad says.

“And even if they worked this out for themselves – they are missing one very important ingredient. Someone holding them accountable to apply it.”

Brad is often criticized for ripping off other business thought leaders ideas. The truth is Brad’s genius comes from the fact that he can bundle business fundamentals and principles together to create a system which is ActionCOACH. Taking what is known and true for businesses to perform better, simplifying it and wrapping it inside a coaching system that is proven to make businesses more profitable.