In this episode of the Free Spirits of L&D podcast, we chat with Jules Wyman, coach, speaker, and founder of Positive Belief.

Who, it turns out, may well be the longest-serving L&D freelancer we’ve ever had on the show, with 21 years under her belt.

Jules shares a remarkably honest origin story that begins not in a boardroom or a training room, but in theatre and television — and takes an unexpectedly raw and courageous turn before landing her in the world of coaching almost by accident. She opens up about how her business truly started her, rather than the other way around, and why she’s never had a business plan.

We talk about the confidence coach label she never sought but that served her well — and why she changed her LinkedIn profile just the day before we recorded this episode. Jules shares her thinking on niching, why getting too precious about it can tie you in knots, and how her work has evolved into something she’s still learning to articulate: transformational coaching that goes to the problem behind the problem.

Jules answers the previous guest’s question about what she wishes she’d known at the start of her freelance journey — introducing us to her brilliant FROGS framework — and poses a cracking question for our next guest. And of course, Jules tells us what she charges, with a characteristically sharp reminder that your net worth and your self worth are two completely different things.

Whether you’re thinking about making the leap, just starting out, or well into your freelance journey, this episode is warm, funny, honest, and packed with the kind of wisdom that only comes from 21 years of doing the work.

Find Jules and all her resources — including her free weekly reflection email, podcast, books, membership, retreats, and one-to-one coaching — at https://www.juleswyman.online

Meanwhile – if you or someone you know is struggling with feelings of despair, contact Samaritans on 116 123