Unreasonably Committed
On the final day of the AJC Coaching Career School, we were asked to share what we were unreasonably committed to.
Not just the kind of goals that sound good on paper.
The ones that matter.
And then we had to share the actions we’d take to make those commitments real.
I named three:
- A deep commitment to creating what Otto Collins calls a “million-dollar marriage” with Jules … the person I love most in the world.
- Staying in elite shape mentally and physically.
- A bold income goal for my business.
I spoke passionately about the first two. But as I shared the third, the business goal, Felipe, one of the group asked if he could share something.
“I heard your commitment around your relationship and your fitness,” he said, “But I didn’t feel that same energy around the business goal.”
I wanted him to be wrong. But I knew he was right.
I’d spoken the words. But I didn’t believe them. Not in the way I believed the other two.
The business number sounded good. It was exciting on the surface. And yes … I’ll get there, but not by the deadline I stated. Because if I’m honest … it didn’t matter to me enough.
It wasn’t the kind of goal I’m unreasonably committed to.
I’ve sat with this a lot over the last few weeks … sometimes curious, sometimes frustrated.
Why didn’t that income goal move me? Why wasn’t I prepared to go all in?
Here’s what I’ve seen:
Of the three goals I shared, only one had a number and a deadline.
The others were ways of being … directional, not destination-based.
And I’ve realised that’s how I’m built.
I’m more driven by growth than metrics. More inspired by impact than income.
My deepest commitments are not just to achieving things …but to being and becoming.
The husband who creates a more loving, connected relationship … year after year.
The man who feels more physically alive at 57 than he’s ever been.
The coach whose clients create transformations that ripple through their lives, teams, families and businesses.
Let me be clear:
I am building a business that generates enormous value.
In fact, this year and every year, I am BEING the coach who helps SME owners and leaders create hundreds of millions of pounds of value in the world.
But that result comes through unreasonable commitment to the deeper stuff … the truth, the love, the growth, the service.
I’ve explored the 10X goal thing. Read the books. Tried the targets. Those never lit me up.
Ankush, my coach, helped me see a while back that what truly drives me is sustained growth. That’s success to me … in marriage, in health, in business.
I’m in it for the long game. And the idea of being on this path … ten, fifteen years from now … is thrilling.
I don’t know exactly where it will lead, but I do know it will be beautiful, because it already is.
So yes … I’m unreasonably committed.
To love.
To vitality.
To serving my clients with everything I have.
To helping SME owners and leaders shift who they are … so they can create companies, cultures and lives they love.
The work I do changes lives. It saves relationships. It reignites leaders. And that’s the work I’ll keep showing up for.
As 2025 comes to a close, let me ask you:
What will you be unreasonably committed to in 2026?
What’s the future you want to create … not just for your business, but for your life?
If you’re ready to name it and live it …call me.
I may be able to help.
Much love,
Peter
PS — This is the final newsletter of 2025. Thank you for reading. See you in 2026.