"Focus on The Transformation"

Transformation. It’s a buzzword that’s been overhyped and misused to the point of meaninglessness. In this episode, Erica and Erin dive into the fallout of selling the “transformational” dream in coaching, marketing, and self-development.

They break down how the promise of overnight change leads to unrealistic expectations, burnout, and shame. From Joseph Campbell’s Hero’s Journey to Tony Robbins’ high-ticket events, “transformation” has become the ultimate sales pitch…one that’s setting everyone up for disappointment. 

Transcript

Focus on The Transformation

Trash Talk — Episode 6 | April 15, 2025

Episode Summary

In this episode, Erica Breuer and Erin Thomas dive into the overused phrase “focus on the transformation.” They unpack where this messaging started, why it often falls flat or feels disingenuous, and explore what coaches and service providers can do instead to build trust and deliver real value. They also discuss the emotional impact of transformation promises on both clients and coaches and suggest a shift toward focusing on progress and momentum rather than grand, sweeping changes.

Table of Contents

• Intro
• The Origins and Overuse of Transformation Messaging
• The Problems with Promising Transformation
• Why Transformation Messaging Backfires
• Shifting Focus: Trajectory Over Transformation
• Call to Action

Intro

Erica Breuer kicks off the conversation by setting the stage to “talk some trash” about transformation. Together with Erin Thomas, they explore what “focus on the transformation” really means, where it started, and why it’s become such a buzzword in coaching, business, and personal development.

The Origins and Overuse of Transformation Messaging

Erin traces the rise of transformation language back to Joseph Campbell’s Hero’s Journey, where every hero undergoes a transformation. From there, Tony Robbins popularized the promise of life-changing transformations with his infomercials and large events. Big organizations like the International Coaching Federation also baked transformation into their core competencies. This language quickly spread into online course marketing, emphasizing selling outcomes over processes.

Erica shares how early in her career, writing copy always centered on addressing pain points and, importantly, capturing the transformation clients wanted to achieve. The core idea is that people want results—they care about the outcome, not the journey. This messaging appears across industries, from business to health and life coaching.

The Problems with Promising Transformation

Erin reflects on when she’s actually felt transformed by a purchase, noting that sometimes the promise isn’t explicit but the experience is transformative nonetheless. Erica points out that transformation is often painted as a pendulum swing from stuck to unstoppable or from negative to positive extremes, which helps sell high-ticket coaching offers by focusing on value rather than hours.

However, Erica calls out how the overuse of transformation language has made it vague and lazy. She gives an example of an email subject promising “a new identity” and how that felt presumptuous and offensive, highlighting how it can alienate people who are already “amazing as they are.”

Erin agrees and explains that real transformation is messy, nonlinear, and takes time. Many programs oversimplify this, skipping the “messy middle,” which leads to disappointment. She shares a Harvard Business Review stat that 70% of large-scale change initiatives fail because transformation was oversimplified upfront.

They compare this to testimony culture, where people present sudden, undeniable transformation stories that skip over the real struggle. Erin shares an example of her mother’s experience with a 21-day yoga program that promised results but delivered none, pointing out how programs often rely on participants not fully engaging.

Both agree that high expectations paired with insufficient support can frustrate clients and burnout coaches who can’t deliver the miraculous promises.

Why Transformation Messaging Backfires

Erica outlines three major ways this messaging can backfire:

1. Clients bounce or request refunds when promised results don’t materialize, damaging reputations.
2. Coaches burn out trying to meet impossible promises, often pushed by overzealous marketing or business coaches preaching transformation language.
3. A “motivation junkie” culture emerges, where people chase the excitement of transformation talk but avoid doing the necessary work.

They also draw parallels to evangelical testimony culture and how transformation is sometimes framed as proof of worthiness, creating shame for those who don’t achieve it.

Erin highlights how this credibility gap is causing skepticism and mistrust among consumers, making it harder to believe anyone selling “the dream.”

Shifting Focus: Trajectory Over Transformation

Erin and Erica agree the solution is to stop selling transformation as a final destination and instead focus on trajectory—small wins, progress, and momentum. They emphasize selling smaller, achievable transformations rather than grand overhauls.

They cite experts like James Clear (author of Atomic Habits) and BJ Fogg (Tiny Habits) who highlight how lasting change comes from consistent, small steps rather than singular breakthroughs.

Erin notes how before-and-after marketing has led to unrealistic expectations and harmful behaviors, and that today’s climate—marked by economic uncertainty and social upheaval—is less receptive to disruptive “transformation” promises.

Instead, clients want realistic milestones and a focus on what’s possible right now, with flexibility to adapt as they move forward.

Erica suggests new messaging frameworks like:

• “Our work is about building momentum, not manufacturing miracles.”
• “Progress, not perfection.”
• “Solving problems one by one, focusing on the process.”

This approach positions coaches as guides helping clients build systems and strategies step-by-step rather than “gurus” promising instant transformation.

Call to Action

If you’ve felt let down by transformation promises or struggled to deliver on them as a coach or service provider, Erica and Erin want to hear your stories. Connect with them via DM to keep this conversation going.

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Show Notes & Links

• Follow Erica Breuer: https://www.linkedin.com/in/ericabreuer/
• Follow Erin Thomas: https://www.linkedin.com/in/iamerinthomas/
• Visit Trash Talk Website: https://www.buzzsprout.com/2451264
• Related Episode: https://www.buzzsprout.com/2451264/episodes/17088507