Transcript

The Real Reason Business Coaching Works (And Why Most People Avoid It) 🤝 E152

From The Money Mondays Podcast · Episode page · Watch on YouTube

· 33 min · 6,874 words · 108 timestamped sections

This is the full, timestamped transcript of "The Real Reason Business Coaching Works (And Why Most People Avoid It) 🤝 E152", an episode of The Money Mondays Podcast published January 5, 2026 (33 min, about 6,874 words). It mentions 5 people, works and ideas, including Action Coach, Pulling Profits Out of a Hat, Everbold Restaurant, Brad Sugars, Handsomen Men's Club.

What this episode is about

This discussion explores the key reasons why business coaching is effective, highlighting the importance of external perspectives in identifying blind spots for entrepreneurs and business owners. It also addresses common fears and misconceptions that lead many people to avoid seeking coaching support, emphasizing that understanding and mastering financial knowledge is crucial for success.

Key takeaways

  • You can't master money if you don’t study it; otherwise, it’ll master you.
  • Business coaching yields a 7x ROI—because seeing the outsider's perspective can provide golden insights.
  • To scale a biz, owners must shift from operator to strategist; stop being a $20/hour taskmaster.
  • Ego blocks many from hiring coaches; ironically, asking for help is a sign of strength, not weakness.
  • The path to unicorn status often includes strategic coaching; even the best need a guiding hand.

Who speaks in this episode?

  • Dan (Guest) · 10 min speaking
  • Brad Sugars (Guest) · 23 min speaking

What is discussed, and when

  1. – 5:00: Action Coach
  2. – 30:00: Action Coach, Everbold Restaurant, Pulling Profits Out of a Hat
  3. – 33:21: Action Coach, Brad Sugars

Notable quotes from "The Real Reason Business Coaching Works (And Why Most People Avoid It) 🤝 E152"

  • Five kids, married, Vegas home, built multiple companies. The most wellknown is Action Coach. cuz now we coach in 85 countries. We just opened in Mongolia. So of all places…
    about Action Coach · at
  • Goal. Okay? So, we got to get out of that. In today's world, we did a study and in this book pulling profits out of a hat, we did a study of the five core disciplines of…
    about Pulling Profits Out of a Hat · at
  • Companies as a form of charity because I would go invest in this company. I invest in Everbold Restaurant. They go from 13 locations to 104 locations. That means they went from…
    about Everbold Restaurant · at
  • 100 years from now, many, many years from now, when it's time for Brad Sugars to finally pass away, and you built up another billions and billions of billions, tens of billions of dollars of all this value of all.
    about Brad Sugars · at

Who and what is mentioned in this episode?

People

Books & papers

Companies & orgs

Full transcript with timestamps

Ladies and gentlemen, welcome to a special edition of the Money Mondays podcast, where we cover three core topics. How to make money, how to invest money, how to give it away to charity. Normally, I film this podcast inside of an RV motor home that travels around the country. But I decided I'm coming to Brad Sugar's office. Why not knock out backto-back podcast with him in studio at his big offices here in Las Vegas, Nevada? Now, as you guys know, this podcast will be under 40 minutes because the average workout is 45 minutes. The average commute to work is 45 minutes.

This episode will be between 35 and 38 minutes for your listening pleasure. Without further ado, Brad Sugar, there's so much to cover. Give us the quick two-minute bio so we get straight to the money.

Dang, 2 minutes. All right. Australian, five kids, married, Vegas home, uh, built multiple companies. The most wellknown is Action Coach. Uh, cuz now we coach in 85 countries. We just opened in Mongolia. So uh of all places uh couple of billion in total revenue over the years we do hundreds of millions every year. Uh my partners are amazing. They've we operate on a partnership model around the world. So uh having just topped, 1100 offices uh around the world. Wow.

Uh 18 books on business and investing. Um several of them international bestsellers. Uh mostly what I do today is teach. I teach about 40 days a year. here. I'm a full-time dad most of the time actually, but uh which uh welcome to those ranks.

And uh I I think the biggest thing that I love doing is helping people understand money. Understand because I think that too many people don't study money. And that's why I love your podcast cuz if you study it, you can master it. If you don't study it, it masters you. Pretty simple.

Okay. On the coaching side, why does a business owner or entrepreneur need a coach? Same as a sports team needs a coach. Same as a famous singer needs a coach because you can't see from the outside. There's three reasons business coaching actually works. And the stats prove it. It's a seven six to seven times investment return is what the statistics show. Number one reason is that the coach looks from the outside in. Okay? When you're in your business, you can't see stuff on a daily basis, but from the outside in. Number two reason is the knowledge they bring. our action coach business operating system.

We've been doing it for 32 years now coaching. So, we're not your fly by nighters. We've started the whole profession and have built this profession, but we have over 3,000 documented strategies that will take someone through. So, when they start to install the operating system, and I think that's a big thing people don't seem to realize there is a recipe for business success. And so, if you want to make money, then the number one way to make money is your own business. Um, and to do that, you got to learn to be a business owner, not just an operator.

Too many great operators never learn how to be an owner. And therefore, they're still doing $20 an hour tasks rather than employing people to do all those tasks.

And the third reason coaching works is accountability. If you're the owner and the CEO, you suck at both jobs. There's no two ways you can be good as the owner and the CEO. You lie to yourself, basically. Hey boss, I did a great job. Yeah, you did. you know, you pat yourself on the back and you yourself. So, we have to have that accountability that a board of directors gives accountability. You know, that sort of thing. I think if we looked at it from the next layer, people don't realize what they don't know. You know, the to get to a million, you got to be a genius at the job, right? To get to 10 million, you got to build a management team that become genius at the job. And to get to 100 million, you got to build a leadership team. Like some I met a guy the other day. He says, "I'm the CEO of my own business." Said, "How many uh chief how many other sea level executives you got?" And he goes, "What

do you mean?" I said, "Well, to be the chief executive officer, you got to have other executives."

What do you think holds people back from hiring a coach? Is it their ego? Is it scared? Is it experienced?

Interesting. We did a study on this a while back cuz we get um our net promoter score was coming in in the high 70s and early 80s. And I'm saying to my team, show me why then the the referrals aren't coming in. We surveyed our customers and number one reason they said that they didn't want to give us referrals is they didn't want to admit they had a coach.

Wow. Like it's the psychologist effect, right? And the number two reason was they didn't want to tell someone else, hey, you suck. You need a coach. So, we had to spin it and help people understand that coaching is not about you're doing bad, you need a coach. Coaching is about you're doing good and you want to do great or supreme or or amazing. You want to be a unicorn, you got to coach. You know, there's if you look at all the unicorns, the investors were the coaches of the business. The VC funds provided that coaching to the owner type thing. And so I think to democratize business, we've all got to have that coach. But it's I think first and foremost, doing something new is a challenge. whether it's getting a coach, you know, hiring a salesperson, whatever. If you're doing something new, it's a challenge. And I think that most of the time, and this is why we give two weeks free coaching to anyone that comes

to us because like we don't know if you're coachable and you don't know if it'll work. So, let's just do two weeks for free and see if it works.

I love that. I [clears throat] started doing one-on-one coaching a couple years ago for charity.

Mhm. It's $100,000. I raised 2.7 million because there's 27 people. And that's why I'm doing this toy drive. That's why I'm here for the toy drives and I take that 2.7 million. They don't even wire it to me. They wire it right to the charity of their choice and it helps me make the toy drives. And what I [snorts] find is a lot of them don't even call me.

Yeah. It's very fascinating. I don't really say that out loud very often, but like I've got certain guys and girls that like call me every week. We're on the phone all the time. I'll fly to them. They'll fly to me. Like we're in it. And other people are kind of like paying for a gym membership. They want to say they're coached by Dan. They want to say they're coached by Brad. What do you think that mindset is? You know, uh, Marshall Goldmith's a good buddy of mine and he's the number one executive coach in the world. And he said, uh, years ago, Draer said to him, "If you want to be the greatest executive, greatest coach or consultant in the world, just get the best clients."

Some clients need one tweak, once a quarter and they go, "Amazing things." They don't need that. See, the bigger the business, the more the coaching is about getting their head out of their backside and challenging them sort of thing. Cuz once I noticed it for me during co I noticed that I'd gotten fat and happy financially, business-wise, I wasn't challenging myself anymore. I'm going to do a TED talk. It's called Diary of a Wimpy Goal. Cuz I think we live in an epidemic of wimpy goals. Okay? And because you don't set a challenging goal, there's no need to change, no need to grow, no need to learn, no need to do new things, no need to challenge yourself. So, you set a massive goal.

You disrupt your own business. You disrupt your own life type thing. And so, I go back to the those people that come to you. I bet the ones that are with you every single day, they're still in the weeds in their own business. They're not in strategy level in their own business yet.

Those who are in strategy level, they need to talk to Dan once every quarter and get one tweak

and boom, they're off to the races. I got guys who've been with me and they've sold businesses for hundreds of millions and they keep coming back to my stuff and they come back once a year and they go, I just need one thing. Like Mike, who was with me the other day, Mike's had multiple exits. He keeps coming back, but he brings his team now cuz he's realized that cuz once a year I do a program where I invite 10 businesses and I create their multi-billion dollar business plan with them. We spend five days here in Vegas. It's a multi-billion dollar plan. And what I find is about 3 years after they've done it, they'll bring back four or five executives cuz they're like, "I get it, but my team doesn't see how a billion is possible."

And the reason I do that here in Vegas is cuz you walk out the door, everything's a billion in this town,

right? You know, that's a normal casino here. Yeah. Well, you look at the sphere.

Could you imagine sitting with your buddies one night and one of your buddies says here, "You know what I'm going to do? I'm going to build a 20story dome in Vegas. I'm going to cover it with lights. We're going to put a show inside. I'm going to have you two open it. There's going to be a speaker in every single seat. Like you would think your buddy is crazy, but here's the thing about craziness, right? Crazy goals lead to amazing innovations.

So you think about the programming innovations that have had to happen to make the sphere a reality, right? Like even Elon Musk is a perfect example. What has the world great what what great things have we achieved in the world? Because Elon says, "I want to settle Mars." Elon, you can't settle Mars. You We need better rocket ships. All right, I'll do that. Elon, you can't settle Mars. We'll have to live underground. Oh, so we need a drilling company. Yep, I'll do that. Elon, you can't live on Mars. We need better uh technology to communicate. Okay, do that. Elon, you can't live on Mars. We'll need robots to build things. Okay, we'll do that.

We need self-driving cars. We need We need We need So, he just invents all of this stuff.

You know, you go back to where did computers start? Well, microcomputers came because JFK said, "We choose to go to the moon." you know, you start thinking about the the beginnings of so many things is cuz someone had a crazy idea. And I think most business people don't challenge themselves. And and if if I grabbed a kid off the street in Silicon Valley, and a kid that went to business and then put him in business school, the same kid went to business school in where I grew up, Brisbane, Australia, which kid's going to write me a billion dollar plan? The one that thinks a billion is normal. See, most people don't think a billion is normal.

Whereas today, a billion is normal. You can write a billion-dollar business plan in the same time it takes to write a million-dollar business plan.

What do you think holds people back from making more money? Um, dang, I could there's so many things that hold people back. Uh, the first answer is the easiest answer. Themselves.

You know, most dreams die on the how table. How is the enemy of goals? So when I was 16, I met Jim Ran, E James Ran. And uh after the event, I got him to sign my notes. And Mr. Ran, I asked him, you know, what's the one thing I can do? He said, read a book a week for the rest of your life. Well, I declared at 16 that I was going to financially retire at 25. Took me to 26. Now, here's the thing. When I told everyone I was going to do that, they were like, "You can't do it. Not possible. Not going to happen." To the point where a buddy of mine, his dad sat us down and told us how that can't happen. Now, uh he was an engineer for the city. So, of course, he was an expert on money. Most expensive advice, free advice from a poor person.

Um, technically, he was correct. The 16-year-old version of me could not achieve that goal.

So, what kills most people's goals is they're not willing to grow into the person that can achieve that goal. They're not willing to do the learning, the growing. Now, if I said you have to run a marathon, you know, you got to you got to train, you got to practice, you got to change your diet, you got to do all those things. But when people set a monetary goal, they don't understand how much they got to do the learning. My formula for success is dream, goal, learn, plan, act. Have the dream. Turn dreams into goals. The goals determine what you need to learn

rather than how. See, people go, they set a goal and they go, "How do I do that? How do I do that? How do I do that?" And they [snorts] go, "I don't know how to do it. I can't have it as a goal." The point of a goal, by definition, you should not know how to do it. If you know how to do it, it's not a goal. It's a to-do list item. M and if you knew how to do it, you would have already done it. So by setting it as a goal, by definition, you have to grow into it. You have to learn how you have to practice, study, get a mentor, get advice, groups, join books, you name it.

So there's this famous theory about goals where basically you get to that goal and then the goal post moves.

Yeah. Once I get to a million sales, once I make 200 grand a year, once I get to 10 million sales, and then a lot of people realize, well, once you get to 10 million, it's just a Wednesday and you got to scale. You get your third Lamborghini, you're like, well, it's just another car in my garage that's getting dust. You become numb to it. What are your thoughts about the goalpost always moving?

Uh, I'll give it I'll give you an answer in three different ways. Number one, it takes a while for you to fill your own bucket and to a point where you realize it's not about a bigger bucket. And then we get to the third phase. So it's learn earn return right?

But when you're in the earn, when you bought your first Rolex, you want the second Rolex. It's a drug. It really feels good and it rewards yourself. But it eventually at some point in time, you realize that the only thing that really makes you feel good is giving back,

right? So that's where I always say you start with negative goals. Get out of poverty, don't be overweight, get out of debt. Like it's the don't want goals. You move to positive goals. I want this. I choose this. I'm going to have this. You know, work less. Finally, you get to legacy goals. At some point in your life, you get to a point of, let's just say less is more,

you know? It's like, yeah, I don't want all of that Like, I I don't want another freaking holiday home. Why? Cuz it's just a pain in my ass.

So, I think that that's the first way to answer that question. The second is that the second law of thermonuclear dynamics actually tells us you're either growing or dying.

A tree is either growing or dying. A tree can't stand still. A human being is the same. If there is no purpose, if there is no growth for you, then you actually start dying. That's why insurance companies when people retire, they know 3 years dead, right? Because there's no purpose. There's nothing for them to go for. And I think it's really important that we understand that you can grow without having to grow your business, without having to add a new car. You can be buying schools for people. You can be Do you know what I mean? Like I've run charities forever.

And like my foundation, we educate young people that want to go into business for themselves. Cuz when I was 16, everyone said, "You got to be good. Do as you told, get a job, go to college, become like I became an accountant." Not because I wanted to, but because that's what the process told me I was supposed to do. At 16, if I had have understood, I would have just gone into business for myself. No, because that's what and so that's what my foundation does. It takes young people who think I want to be an entrepreneur. Let me do that. So, I think that's the second way to uh answer the question. Ultimately though, um, the world we live in today has changed. Like I'm 32 years running companies. I've been through four downturns in economies. I've watched the whole thing of and and I've had all the cars. I have the 30,000 foot home. I do all of the things, right? And I love all of that stuff.

But what I've seen today is the pressure on younger people to look good rather than

it's the old looking good going nowhere thing. You know, they would rather look rich than be rich. And that pressure is gaining momentum. Now, interestingly enough, cuz I have five kids, I've got like this whole spectrum

of of perspective on it. But if you look at when the world hit Masro Maslo's hierarchy of needs once we all got shelter and food taken care of Gen Y it should have been spelled why the millennial generation right because m the world had hit that then it became about why are we doing things and so today I think that as a parent I find my job and as uh my my daughter says dad you realize that you're my friend's rich uncle you know it's like The the whole idea of it is to help your kids go into in the beginning your kids are worried about what do you think of them. The middle phase of a kid is what do their friends think of them and then the final phase of life is where you determine what do you think of you?

Okay, most people never get to what do I think of me? They're stuck in the what do other people think of me?

And so that external validation is really important in that phase. getting to the point where you are where you feel about you, how you determine your feeling about you, you know, that's that's I think a big part of it. So, yeah, multiple ways to answer that one. [snorts]

So, on the investing side, someone's gotten to that point where they they are making good money, they've hired the coach, they've scaled the business, got more employees, hired a CEO to run their company, now they're just overseeing the business,

but they want to invest. Mhm. They're getting bombarded. Mhm. their DMs, Twitter, Instagram, Facebook, LinkedIn, holiday dinners, everyone's hitting them up left and right because they know they have some money

and they're getting pitched nonstop. Yeah. How do you determine what you're open to investing into? [sighs]

Let's go with private equity first, like angel investments. Well, let's go back two steps from that. Cuz first of all, what's your goal?

Sure. Cuz sometimes if you've got the capital, there's no need to invest at that point. You don't need to. You can literally just put your money into a lowcost index fund

and you're good for the rest of your life. Okay. So, let's understand that the answer to every question should be what's your goal?

You know, it's the old Mad Hatter and type thing. Now, if I am getting bombarded with all of those things, I first of all want to determine what are my rules for investing.

Y most people come to me ask well what should I invest in? I ask well what are your rules? and you're not an investor unless you have a written documented set of rules. So then I go back to well show me your wealth plan and most people again go I don't have a wealth plan. I said all right let's spend a year then so my answer to your first question is the first thing you should invest in is knowledge get the in you've learned business right

you've spent 10 20 years learning business mastering business let's learn investing so three categories of investment if you ask me okay number one companies number two real estate and number three stocks of some sort right so if you define them in those three categories because to me an investment must have two things, capital growth and cash flow. It's got to have those two things. If it doesn't have to those two things, it's not an investment. Like people say crypto, I said crypto is a wonderful currency play, okay? But it's a currency play.

It's not an investment. You're not getting rental income or, you know, you're not getting passive cash flow from it unless you've got some of the option strategies and those sorts of things. But so if you've spent 20 years learning a business, you know what? I'd be investing in businesses. Cuz that's what you know. Invest where you're an expert. Invest where you're dang good. So, I teach my clients. Uh I was on the phone with a young man this morning. He buys accounting firms. Okay? And so, he's bought three accounting firms. And what would I invest in if I was him?

More accounting firms. Why? He's damn good at it. He knows it. He knows how to make money on it. He knows all the numbers. Fantastic. Stick with what good. If you've built, imagine this, right? And this is where most business people go wrong in business if you ask me. They spend their whole life building a company, getting the systems, the marketing, the branding, everything correct, and they do it in one location. Like, why why build a whole restaurant to do it in one spot?

Mhm. You know, the the formula for a billion dollar company is X time Y. McDonald's is not a billion dollar company. McDonald's is a $2 million company done in tens of thousands of locations, right?

So X times Y means find a multi-million dollar business, one location and do it,

scale it however many times. I mean, you look at Damon John, he worked out how to build a clothing brand, did it multiple times.

You look at Tilman Fata, worked out how to do a food business multiple times. Ray Croc, all he did is he found the McDonald Brothers system and said this system should be on every street corner and boom, put McDonald's on every street corner type thing. So my first thing is invest where you're an expert. Don't try and invest in stuff. I spent a weekend with one of my buddies learning NFTTS when they first came out. You know what I learned after two days of him teaching me NFTs?

You didn't do it. I don't know enough to invest in NFTs. I would have to spend 6 months of my life to become an expert in investing in that and know what the heck I'm doing.

And so I think people, they're not investors, they're gamblers. I hear Kenny Rogers song kicking in the background for most of the time. Know when to hold them cuz return of investment is far more important than return on investment.

And so second, I would say real estate is a far better investment because it's slower moving. If you're going to learn to invest and you move into fastm moving stuff straight away, then it's fast up, fast down.

Sure. So, if you can get into slower moving, I mean, people don't understand that real estate is a guaranteed 400% ROI.

They don't understand that, right? If I buy a million dollar piece of real estate, how much money have I got to come up with? 200 grand. 20% on average, right? Some parts of the world it's 30%, some 5%, but on average I got to put in 20 uh 200 grand.

20-year mortgage. I don't pay the mortgage. I put a tenant in, they pay for 80% of it for me. Now, maybe the first couple years I got to put a few dollars in each month till the rent gets up and covers the mortgage type thing. But 80% of my asset is paid for by someone else. So over 20 years, I get a 400% ROI if it didn't go up

right now. With ChatGpt, I can go into Chat GPT and say, "Where should I invest that's getting a 10% uh capital GR growth in my area?"

Mhm. And if it says nowhere's getting that, okay, where else can I invest type thing? We can do the research. What took me 20 years to learn as a kid investing in real estate, I can learn in 10 minutes on GPT right now.

So, uh I I think that yeah, it's it's a challenge for a lot of people in that they go into investing without preparing themselves, spend a year learning. So the reason I initially started the podcast was to try to change the narrative that it's rude to talk about money.

Yeah, we all grew up thinking it's rude to talk about money. Don't talk about money at the table. Can't talk about salary. Like we need to have these discussions. What are your feelings and thoughts about it?

All the things you shouldn't talk. So again, five kids, right? All the things you should not talk about apparently. Religion, politics, sex, uh money, all those things you should not talk about. If I don't talk about it with my kids, where are they getting their opinions from?

Right? So, I would 100% rather my kids got my opinions on money and finance than their buddy from school or college,

right? I would rather they had my opinions on politics and helped and that I could ask them the questions sort of thing. I think that not talking about money is dumb.

Yeah. You know, you need to talk about money. You need to be open about it. And as men, we need to talk about the things that men don't talk about. The emotional stuff, all of those sorts of things. When I moved to Vegas, I started a group called Handsome Men's Club cuz Jimmy Kimmel had this skit called Handsome Men's Club.

But it's getting a group of guys together to just talk about this stuff. You know, and we have dinners and like this Friday we're having a dinner and there's 20 of us going to be there and you know what? We're going to talk about money, politics, finances. We're going to talk this stuff because

if you go, you remember that famous photo of Elon Musk with all of his buddies back in college and there's like 20 of them in the room and 19 or so of them went to become billionaires. Who you surround yourself with and what you talk with? We live in one of the loneliest periods of the world.

You know, more connected but more lonely than ever. The average American male has, guess how many friends? Less than three.

And the younger you get, the less that number is. The older you get, the higher the number is sort of thing. because relationships seem to have been a thing that people forget. You know, I believe buddy, I'm with you. Let's talk money. Let's share this podcast. If you if you don't like you should sit and listen to this with your friends,

right? And stop it and talk about stuff and what are you doing? Where's your wealth plan? Do you have an entity for your wealth? Have you set up a trust or a company for your wealth? Do you have a separate bank account that's just for your wealth money? If you don't have a separate bank account, grab your buddies and all go to the bank and all open a separate account called the wealth account and be co-signers on each other's one so that you can My dad was my co-signer on my wealth account. And I told him, "Dad, these are the rules. If it doesn't meet these rules, you can't sign a check for me to invest in it."

I love it. And so I I would go to him and I go, "Dad, I want the money for this, this, and this." He go, "Let's go through the rules." Two times I broke the rules. Two times I lost money.

Damn it. broke my own rules. Dumb. All right. So, the third topic is about charity. How to give money away.

Why do you think it's important for some form of charity for your employees, clients, vendors, customers to see?

Well, I think philosophically, first and foremost, you have to have a mindset of I'm making way more than I need.

You won't do charity if you have a mindset of I'm just making enough. One of the worst goals in the world of the wimpy goals is the make enough to get by goal. Okay? So, we got to get out of that. In today's world, we did a study and in this book uh pulling profits out of a hat, we did a study of the five core disciplines of exponential growth companies. And one of them is that they have a mission. Mission because from Gen Y onwards, as I talked about, why you do things is just as or more important today than what you do. Who you are, the company culture document, the company core values, who you are and why you do what you do are central to business today. The mission of what you're aiming to achieve. When I started Action Coach, I wrote our vision of world abundance through business re-education 32 years ago. Our goal is not to create better coaches or to live better lives. Our goal is to create world abundance. When

I'm coaching in Lithuania and we're putting our charity into a thousand schools in Lithuania next year, right?

That's about creating world abundance. Now, do we get rewarded really well for creating abundance for every client of ours? Of course, we get rewarded well for that. If you don't tell the world the great things you're doing, the only people they'll hear from are the people that are complaining about what you're doing. M

so a internally you feel better about life and your team feels better about life when you're doing something that gives back to the world. It just is. You know B marketing wise doing good things is important but you got to tell people you're doing it. Okay. I see too many people where they do good for the world and they don't be public about it. Now I want you to be public about it for three reasons. Number one, so the world knows you're doing it. Okay? because otherwise they only hear from the negative people.

Number two reason is because it then challenges other people to step up to the plate. Okay. When you when you see the billionaires and they put together that whole group that said all right we challenge every billionaire to donate

their wealth sort of thing. It challenges people to step up. But the third reason that I want to see you giving is the feeling you will get. It will drive you more when you give and when you see like the young kids that we put through the training that come out of it going, "Oh my god, I'm not weird. I can actually start my own business. I don't need to leave school and get a job. I can leave school, build my own business, and give other people jobs."

That damn, that's a winner. I actually look at my investing into companies as a form of charity because I would go invest in this company. I invest in Everbold Restaurant. They go from 13 locations to 104 locations. That means they went from 40 employees to 900 employees. We're creating jobs. It's almost a form of charity. And so part of my investing is that

I I find it interesting that as business owners, we risk all of our capital helping other people provide for their family,

giving people jobs. But if you're a good business owner, you don't just give them a job. You give them an education.

Sure. You give them a knowledge base. A lot of young people, Dan, you would see this. They come out of school, college, and they want to get a job where they make the most money. I think that's dumb. I think once you get out of school, you should be looking for a job where you get the best mentor, you get the best learning, the best knowledge. Do they have a good training program? Do they invest in their people? Do they build their people? Um, I know for me, the only way I build my companies is if I build my people. Build my people, they build the company. If I don't build my people, they can't build my company. So, I think that's really important. But the the idea of learn earn return has been a long sought idea that you know you've got to at some point understand that our job if we've provided too much for ourselves is fantastic. You know you've given you it's now your turn to give back. Now sometimes you give back

financially sometimes you get back with knowledge. Sometimes you give back with time. Um, I notice for me I I'm not I'm time poor in giving back because I want to give to my kids first. You know, my daughter's seven. I would rather pour into her. So, I pour my knowledge into the the charity that we do. Pour the fun foundation in, pour the money into the foundation that we do, sort of thing. So, but eventually you will fill your bucket to a point where it doesn't satisfy you anymore. I got the jet. What if I get a bigger jet?

It's still just a jet, dude. You know, I got this car. What if I get this car? It's still just a car, dude. In the end,

you know, it's like someone jokingly said to me one time, you know, I'm driving in my Lamborghini and they say, you know, aren't you worried about people dinging into it? If I was worried about someone dinging into it, I shouldn't know this car,

you know. But look, money is a great subject to talk about, to study, to learn. I think it should be in schools. I know my good friend Sharon Lecter got it in schools in Arizona and I think we should get it into all schools

learning how to um you know someone said to me should kids learn how to pay taxes in school? No, they should learn how to not pay taxes in school. I think we're getting to a point though where we will have a different tax system where it won't be paying for employees. I think we'll have a different tax system in the next 5 to 10 years.

Yeah. Okay. There's only one question I ask on every single episode for the last two and a half years, and I've never gotten the same answer before. And I'm for sure not going to get the same answer today. I'm 100% positive. 100 years from now, many, many years from now, when it's time for Brad Sugars to finally pass away, and you built up another billions and billions and billions of billions, tens of billions of dollars of all this value of all these companies, what percentage of your net worth do you leave to those five kids?

hopefully zero. Um, three reasons. Number one, my wife's a lot younger than me, so I'm pretty sure it all goes straight to her anyway, and she has to worry about that decision. Uh, number two reason, they should have made their own wealth by that point in time. I They shouldn't need me. I'm I'm a firm believer and I give my kids a kickstart, not a finish.

You know, give them the knowledge and the money to get going. Give them the the investment capital. like I'm a partner. If I'm investing in real estate with you, dude, I'm I'm a partner in that.

Well, and the third reason is I I believe that if they're thinking they're going to get that, they won't push themselves as hard.

So, um but luckily enough, my wife's a lot younger than me, so I won't have to worry about that decision. So, every time we ever do anything with wills, I'm like, "Honey, that's your problem, not mine.

I'm gone." Where can people find you, find the books, find action coach, tell us everything? Uh, actioncoach.com, bradsshugars.com, every social media. Um, even Pinterest, you know, I don't dance on TikTok, but I'm definitely on there. So,

all right, guys. You're listening to Money Mondays. I appreciate you guys. As you know, I don't have any sponsors or ads here. I do work with the guys over at Fan Bases and obviously I work with some of these major companies that I talk about on some of the episodes, but you're never going to hear me reading affiliate codes or com codes. I always talk about GoHigh Level because I actually use GoH High Level. So, when you hear about the brands, it's cuz I live and breathe them for my actual business. You're never going to hear me read about a pill or medicine or wix.com type ads. I'm only talking about the companies I actually work with. But the reason the podcast is doing so well is because of you liking, commenting, subscribing, sharing, reposting, as Brad mentioned, like listening to it with your friends, forwarding it to your friends. All those things matter for the algorithms for us to stay high up in the

rankings. And if we do that, then obviously we get more people to listen and talk about money. And we tragically and desperately need around our country and around the world for people to have discussions about money with their friends, family, and followers. I appreciate you guys. Check out Brad Sugar, an action coach across social media. We'll see you guys next Monday here at the moneymunddays.com.

Questions about this episode

Who speaks in "The Real Reason Business Coaching Works (And Why Most People Avoid It) 🤝 E152"?

Dan (Guest), Brad Sugars (Guest).

What is "The Real Reason Business Coaching Works (And Why Most People Avoid It) 🤝 E152" about?

This discussion explores the key reasons why business coaching is effective, highlighting the importance of external perspectives in identifying blind spots for entrepreneurs and business owners. It also addresses common fears and misconceptions that lead many people to avoid seeking coaching support, emphasizing that understanding and mastering financial knowledge is crucial for success.

What is mentioned in this The Money Mondays Podcast episode?

5 people, works and ideas are mentioned, including Action Coach, Pulling Profits Out of a Hat, Everbold Restaurant, Brad Sugars, Handsomen Men's Club. Each one on this page links to its own page with every episode that mentions it.

How long is "The Real Reason Business Coaching Works (And Why Most People Avoid It) 🤝 E152"?

The episode runs 33 min; the transcript is about 6,874 words in 108 timestamped sections.

More from The Money Mondays Podcast

About this transcript: the episode's spoken words as captioned on YouTube, split into timestamped sections. Reclip.Me locates every person, work and idea in the text, keeps the time it is first named, and quotes the words around it verbatim. Last updated January 24, 2026.