"I'll get a coach once I'm bigger." It's one of the most common sentences in small business, and it sounds responsible — why spend on outside advice before you can really afford it? But flip the logic around: the SME owners who wait until they're "big enough" to justify a coach are, almost without exception, the ones who take the longest to get there, because the problems that stall growth at $500K are structurally the same problems that stall it at $5M. Waiting doesn't save the cost of getting help. It just delays the point where the help starts paying for itself.

This is the trap dressed up as prudence. The reasoning goes: get the basics sorted, get some breathing room, then invest in coaching once there's less at stake. In practice, the "basics" rarely get sorted alone — that's precisely why an owner is still doing everything themselves at a revenue level where they should have already delegated half of it. Every quarter spent waiting is a quarter of compounding lost, not a quarter of safe preparation. Aggregate data from Icehouse's coaching programme, where Kevin has delivered elite sessions for the flagship Owner Manager Programme, shows a Net Promoter Score of 59 across all clients in 2020 — with Kevin's individual client scores predominantly landing at 7/7 and 10/10. That is not the signature of advice that only works once a business is already established. It's the signature of advice that works precisely because it's applied early, while there's still room to change direction cheaply.

The maths on hiring a coach early isn't complicated once it's laid out plainly.

1. Price the mistake, not the coach — most owners compare the cost of coaching against zero. Compare it instead against the cost of the mistake a coach would have caught: a bad hire, a mispriced product line, six wasted months on the wrong channel.

2. Count the compounding, not the one-off — a fix made in month one compounds for eleven more months that year. The same fix made in month nine only gets three months of runway before the year resets.

3. Test with a short engagement, not a long contract — you don't need to commit to years of coaching to find out whether it moves the needle. A focused, short engagement will show results fast if the fit and the advice are right.

4. Judge on speed, not sentiment — the clearest signal a coach is worth the investment isn't how good the conversations feel. It's how quickly a specific, measurable number moves.

“Kevin is an absolute powerhouse! He doubled our business's profits in the first month alone with lots more of his recommendations still to be rolled out.”

— Curtis Hacon, Give A Sh!T

The real obstacle isn't cost — it's the quiet fear that hiring a coach this early is an admission the owner can't handle it alone. That's a misunderstanding of what coaching actually is. Every serious operator, at every size, has someone outside the business checking their thinking; the earlier that starts, the fewer expensive lessons get learned the hard way. Waiting until you're "big enough" simply means learning those lessons in public, at a higher cost, with more people depending on the outcome.

If you've been telling yourself you'll get help once things settle down, that's usually the exact moment the help would matter most.

...and you become the owner who gets the right advice early, while changing direction is still cheap.