When Jesus told his followers they would be His witnesses “in Jerusalem, Judea, Samaria, and to the ends of the earth,” He wasn’t giving them a random travel itinerary.
He was giving them a framework — a way to move from where they were to where they were called to go.
A framework is powerful because it replaces confusion with clarity. It gives direction when emotion would otherwise run the show.
And in my experience, coaches need this kind of framework more than almost anyone.
Why Frameworks Matter
A framework is what allows us to do hard, awkward things — things that don’t come naturally. Without a framework, we flail. We try something, then something else, hoping one of them will work. With a framework, we know what to do next even when it’s uncomfortable.
When Jesus outlined His framework in Acts 1:8, He made two simple choices that changed everything:
- Start close.“Jerusalem” was home. It was the place where people already knew the disciples — their language, their story, their habits.
- Expand naturally.From there, the movement would spread outward — from familiar to unfamiliar, from comfort to courage.
That same pattern works when you’re building a coaching practice.
Most new coaches skip straight to “Samaria” or “the ends of the earth.” They invest in ads, websites, social media — trying to reach strangers. It feels productive, but it’s backwards.
Jesus said start where you are.
Why We Skip Jerusalem
Starting in “Jerusalem” sounds easy until you try it. It means talking to people you already know — your spouse, your pastor, your friend from work — and telling them you’re a coach.
That’s where the awkwardness comes in.
It’s easier to post something on Facebook or tweak your website again. Those things feel safe.But frameworks don’t exist to make us comfortable; they exist to guide us through discomfort.
When you follow the framework, awkwardness becomes clarity:
- In Jerusalem, you practice articulating what you do.
- In Judea, you begin finding those who see value in it.
- In Samaria, your reputation starts to carry.
- And at the ends of the earth, your work begins to precede you.
The awkwardness of Jerusalem is where confidence is born.
My Own Jerusalem
When I started coaching, I thought a shiny website would do the trick. It didn’t. I kept waiting for strangers to contact me. They never did.
So I turned to the people who already knew me. I coached my friends, a few pastors I respected, and even a colleague who was curious about coaching but didn’t really understand it.
Eight of those first clients became the foundation for everything else.
They gave me testimonials. They introduced me to others. They taught me how to describe coaching in a way that resonated.
That was my Jerusalem.
From there came Judea — people I knew but didn’t see every day. Then Samaria — friends of friends, boards, organizations, entire teams. Eventually, a few clients from the “ends of the earth.”
I didn’t design this on my own. I just followed the same framework Jesus gave His disciples.
What This Means for You
If you have a credential but not enough clients, you don’t have a marketing problem; you have a framework problem. You don’t need to shout louder; you need to start closer.
Here’s what that looks like in practice:
- Name your Jerusalem.
Who already knows, likes, and trusts you? Who believes in you enough to say yes? Start there. - Serve, don’t sell.
Offer to coach a few people as you gain clarity. Ask for feedback and permission to share their stories. - Let results speak.
As people experience the benefit, word spreads naturally. You’ll earn your way into Judea and Samaria. - Track your movement.
Frameworks are maps. Keep track of where each client came from so you can see which circle you’re working in.
The first goal isn’t to go viral. It’s to get moving — one circle at a time.
The Deeper Lesson
Acts 1:8 isn’t just about geography or evangelism; it’s about formation. Jesus didn’t send the disciples to the ends of the earth immediately because they weren’t ready. They needed to experience success close to home first. They needed to build faith, competence, and courage.
The same is true for you as a coach.
- Your Jerusalem is where you learn to speak about coaching with ease.
- Your Judea is where you learn to serve people you don’t yet know well.
- Your Samaria is where your influence multiplies.
When you understand the framework, you can stop wondering if you’re “doing it right.” You can see where you are on the map — and what comes next.
The Framework Works
After fifteen years of coaching, I’ve logged hundreds of clients. Not one came from my website, blog, or social media. Every one of them came through this framework.
It’s not magic. It’s not marketing. It’s simply starting where God already planted you and moving outward as He opens doors.
That’s why I built The Complete Guide to Growing a Coaching Practice.
It’s not a marketing course; it’s a framework for creating a pipeline of great clients. It will help you know where you are, what to do next, and how to move forward with confidence.
You can stop waiting for clients to find you.
You can start using a framework that leads you to them.
