Richard Hughes is the creator of Self Aware Performance Coaching which is a learning method that speeds up the adoption of new ideas by customizing strategies based on your unique strengths.

He is one of the world’s leading experts on helping financial advisors and other entrepreneurs use time effectively to grow their businesses.



Hi, I’m Richard Hughes.

If you’ve come this far, you must really want to know something about me. Thank you for taking an interest in this humble lump of coal.

Instead of writing this page like some corporate robot in the 3rd person, let’s get straight to it and answer some direct questions you may be asking yourself.

I’m 38 years old. I live in Vancouver with my wife Viridiana and I spend a lot of time in Seattle.

I enjoy travelling, I like meeting new people and I think differently than most.

However, I’m guessing that’s not the kind of info you’re looking for.

You’re probably asking yourself,

Is this guy worth some of my time and attention?

For many people, the answer is NO.

Here’s why:


I can not instantly transform your business or your life.

For some reason, many people think business coaching and personal development means “instant transformation”.

I understand. That’s the sort of thing that got me interested in performance coaching about a decade ago (more on that later).

I thought it would be as simple as reading a book or attending a seminar and then WHAM-O … everything in my business and my life would be amazing.

Well, time and experience have taught me otherwise.

I do help business owners transform their businesses and their lives … often quicker than they thought possible … but getting there takes work, perseverance and a willingness to learn.

… And it still takes work to keep it all running.

So if you’re not prepared to commit to ten times more effort than you’re expecting, I’m not the performance coach for you.


If you want to stay small, you’re not going to enjoy my stuff.

No, I’m not a recruiter or an HR specialist. But here’s why I’m telling you this:

Start wading through the “Business Coach” pool, and you’ll find all kinds of articles, books, seminars and programs about building a small and simple lifestyle business.

Does that actually work?

Probably. For a little while anyway. But that means you don’t have a real business. You have an income stream that isn’t sustainable and has a greater chance of disappearing totally than growing substantially.

Why put in all that effort to “stay small” when it takes the same effort to grow a real business?

What a waste of time. If you want to waste time, just go get a salaried job and enjoy your weekends. For some people, that’s more fun.


If you’re looking for “The Secret Answer”, I don’t want to help you.

It’s important you understand this.

I can help you, but I just won’t. I’m capable of doing so, but I will refuse.


Because when I hear someone say, “What’s the secret shortcut”, what I’m really hearing is, “I’m not fully committed to the long term success of my own business .. and therefore not fully committed to the long term success of my clients.”

And that really translates to “I don’t want to do the work”.

Please understand that getting more control of your business and your life is HARD WORK.

Yes, when it’s all up and running like clockwork it can be just like you imagined: Living life on YOUR terms, along with a powerful team working together to grow your business even when you aren’t there.

But it takes HARD WORK to build and it takes HARD WORK to maintain.

If you’re still here, FANTASTIC!

Here’s what you can expect from me

  • Strategies and tactics that you can use in your business and personal life right now, for free … which are usually followed by:
  • Direct sales pitches for our services.

Are you shocked that I told you that you’re going to receive direct sales pitches from me?

Well, why wouldn’t I just say it?

I mean, let’s get real. We make money by selling stuff, just like your business does. I will try to sell you our programs and services and I won’t tip-toe around the idea.

However, the sales pitch will always come after really valuable strategies and tactics that you can use immediately.

That part is free.

The idea is that you’ll think, “Wow, this free stuff really helped me. I think I’ll try the paid services.”

It’s pretty straight forward, right?

This is called the old “Show You Can Help Them By Actually Helping Them” trick.

It works like crazy.

But you might still be wondering …

How Do I Know If Your Coaching or Programs Are Any Good?

For an easy answer, just get some of my free materials and see for yourself.

If you like the free stuff, you’ll probably love the paid stuff.

If you don’t like the free stuff, you won’t.

But for a little more detail, here’s a short story:

I started my “Financial Planning” career in 2005 by helping other advisors work with their investment management systems. In other words, I was a financial tech geek before it was cool.

This was a great start as I got to see the practices of hundreds of advisors who were at the top of their game. One of the most successful advisors at the firm saw something good in me and asked me to join her team full-time, and eventually take over managing the client list.

I thought I was the king of the hill until I realized how difficult it is to get new clients, keep the current ones happy, manage a team, deal with industry regulations, keep growing the business and manage my life all at the same time.

Just to keep my head above water, I effectively gave up on my home life and was working “8 days a week”.

Desperately I started looking for help on how to manage all of this and found a coach who said he could help me. I had a chance to fly to his office in New York City and paid $2,500 for 2 days with him.

Those two days were helpful in the traditional sense and set me on a path to … frustration.

The coaching worked. Kind of.

Did I make more money?


Was it harder than it had to be?


Did it solve any real issues in my life?


Anyway – by way of my dear assistant who had been in the business for many years, I was introduced to several other coaches and mentors who I kept working with.

I also took dozens of courses, attended seminars, and read as much as I could with every waking moment focused on business and personal development.

I spent well over $100,000 to get the best training that money could buy.

And after seven years of struggle, I finally discovered the importance of becoming self aware to actually understand what I was learning and how it would work for me.

That was a total game changer.

By 2014 I only held office hours Monday through Thursday and had recurring revenue well into 7-figures.

Shortly thereafter I sold my client list at a fantastic multiple.

Along my journey I was coaching other advisors and private bankers, and continue to do so today.

And that’s how I got my start as a “performance coach” for entrepreneurs,  financial advisors and other professionals.

I’ve been there, done that, and SOLD the t-shirt.

Here’s What I Will Help You With, Specifically

My main focus is to help you get more control of your time and break through to new income levels in your business.

I’m the creator of something called Self Aware Performance Coaching, which is a fancy way of saying “Coaching that’s customized for your unique strengths and reinforced constantly”.

It is, in my opinion, the most effective performance coaching strategy out there.

I also focus on your sense of well being – which is another way of saying “Your life and your business are completely intertwined. Let’s make sure both are working”!

I do this by showing you effective techniques to identify your strengths and weaknesses that are shared by you at home and at the office.

Here's My First Direct Offer To You​

Go to my home page and read some of the articles on my site.

If you like what I have to say, sign up for some of my free stuff.

If these resources help you, consider buying my coaching or programs when I make you an offer.

Pretty simple and transparent, right?

Thanks for reading!

Richard Hughes

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