Coach: Michael Dickey
Founder, Flow State Executive Coaching
Introduction
This is a shortened condensed version of the interview.
My name is Michael Dickey, and I am an ADHD business coach and the owner of Flow State Executive Coaching. I started this business about a year after being diagnosed with adult ADHD. Before this, I worked with my wife in our financial coaching and training business, where we helped people become full-time financial coaches. This experience was incredibly inspiring, as I was able to innovate and bring new ideas to help others build successful businesses. It was during this time that I realized coaching was my true calling.
Looking back, I can see that my superpower has always been problem-solving and finding solutions that provide the biggest impact with minimal effort. Whether it was in sports medicine, physical therapy, or now in coaching, my approach has always been the same: if a treatment or strategy doesn’t show significant results quickly, it's not the right approach. This mindset has driven me to pursue methods that yield high efficiency and exceptional results.
I’ve been a Kolbe Certified Consultant since 2019, but my journey to coaching really began in 2017 when I received my own Kolbe results. Everything clicked into place—suddenly, I understood why certain roles and jobs in my past felt like a perfect fit, while others drained my mental energy and led me to quit within months. It was a transformative moment that led me to honor my natural strengths and focus on helping others do the same.
Before entering the coaching field, I worked as an athletic trainer in a variety of settings, including outpatient sports physical therapy, industrial environments, collegiate athletics, and even with the Harlem Globetrotters. My background in sports medicine allowed me to refine my problem-solving skills, always seeking the most effective treatment in the shortest time possible. If something didn’t work within a visit or two, it wasn’t the right solution, and that principle has carried over into my coaching philosophy.
I grew up in rural Michigan, with both of my parents being teachers. Growing up, I never thought I’d end up in business or coaching, as it wasn’t something I was exposed to or specifically trained in. Yet, here I am, finding my passion and success in a field I didn’t foresee, helping others maximize their potential and achieve results that exceed their expectations.
How Did You Launch Your Coaching Business?
I got my first coaching client by offering a beta program at a discounted rate off my regular package. I posted about the offer in Facebook groups for financial coaches, which helped me gain traction. Additionally, one of my early clients mentioned me in a Reddit thread where someone was asking about ADHD and business coaching. That referral turned into one of my first clients as well.
One of the first mistakes I made early on was not working with my ideal client. At first, I was taking on anyone who broadly identified as having ADHD and being an entrepreneur, without focusing on the type of person who was truly ready to do the work. I quickly realized that my ideal clients are those who possess a high level of self-awareness, are motivated, and want to actively engage in their own growth, rather than expecting me to wave a magic wand and make things happen for them. I didn’t fully vet some of my early clients, and it became clear that they weren't a great fit. They wanted the changes I recommended, but they didn’t want to put in the effort themselves.
Now, I’m much more selective. My ideal clients are already successful to a certain degree, but they’re hitting a ceiling and want to break through it. They’re willing to put in the work, and that’s the kind of person I’m excited to coach.
When I started, my pricing was based on a package rather than an hourly rate, which is something I emphasize with my clients as well. I find that offering a comprehensive package delivers more value and is easier for clients to commit to. I’ve based much of my pricing and offer strategy on Alex Hormozi’s books, $100M Offers and $100M Leads. His framework focuses on providing extreme value at a price point that makes it irresistible, so the client feels like they’d be missing out on something too good to pass up.
How Do You Find Coaching Clients?
When I first started my business and got my initial clients, I launched a beta program at a discounted rate. I had already created a package, and to get people in the door, I significantly discounted it for five participants. I positioned it as a high-value offer, worth tens of thousands of dollars, but offered it for a couple of thousand, and then I cut that in half for the beta clients. This approach helped me attract my first clients.
The beta program served multiple purposes: it got people in the door, allowed me to gather valuable feedback, and helped me test my systems. I was upfront with my beta clients, letting them know they were getting a great deal in exchange for providing feedback and testimonials to improve the program for future clients. I posted about the offer in Facebook groups I was part of, specifically targeting people who could benefit from my program. The posts attracted attention, and not only did people express interest, but others also shared it with their friends, family, or clients who might benefit as well.
That early success came from being specific about my niche and the problems I was solving right from the start, which helped me attract my ideal clients.
Since then, word of mouth has been my best source of referrals. While I do get a few clients through Instagram and lead magnets, referrals and word of mouth are where I’ve seen the most success. Building strong relationships with referral partners has been key to this. Social media is great, but it can become a full-time job, and keeping up with algorithms often takes away from other important tasks—like creating content, improving my programming, or developing referral relationships. Finding the ideal client's ensure you get testimonials that generate more business.
Referral relationships are incredibly powerful. When you find someone who is consistently in front of your ideal clients—whether it’s financial advisors, bankers, therapists, or COOs—you can establish a mutually beneficial relationship. If they understand the value you bring to the table, they’ll refer clients who need exactly the kind of help you offer. That recommendation carries so much more weight because it's coming from a trusted source that the client already knows, likes, and trusts.
Social media requires a lot of effort to get consistent leads, whereas a referral partner can bring in highly qualified clients with much less friction. This is why I focus on cultivating referral networks.
Another strategy that’s worked well is collaborating with other coaches. I recently connected with a group of ADHD coaches, and what’s great is that we're not competing with each other because we all have our own niches. When your niche is clearly defined, you don't have to worry about other coaches "taking" your clients. You’re the only one who can solve your ideal clients' specific problems.
To build these referral networks, I use a mix of cold outreach and personal connections. Early on, I tried reaching out to psychiatrists since they work with ADHD clients regularly. But I quickly realized that medical professionals, especially doctors, often have gatekeepers and aren’t easy to access. That’s not a game I want to play. Instead, I focus on building relationships with other professionals and coaches who can refer clients to me.
Moving forward, I'm planning to take a more strategic approach. For example, rather than cold calling psychiatrists, I’ll start asking my clients if they can introduce me to their psychiatrist. This way, I'm leveraging the trust that’s already been established rather than trying to break through the gatekeeper cold.
That’s the power of a referral network—thinking outside the box about how you can have others help you, while also helping them in return.
What's The Future Look Like For Flow State Executive Coaching?
If I think about where I want to be in five years, I see myself as a leader in driving innovation at the intersection of ADHD, entrepreneurship, and flow states. The name of my business—Flow State Executive Coaching—was intentional because when you're operating in your flow state, you're able to achieve that feeling of, "Wow, I just worked for three hours, but it felt like 15 minutes because I was so engaged and productive." That’s the essence of flow, and it’s exactly why I started this business.
Flow state is about finding that 20% of your effort that produces 80% of your results—what people refer to as the 80/20 rule. For people with ADHD, this is especially critical. If you can identify and lean into that 20%, you'll be far more productive, and the other 80% of tasks, which don’t produce as much value, can either be delegated or approached more strategically. When you do this, you avoid the plateaus that many entrepreneurs face and unlock your full potential.
I’m also conducting research into the use of the Kolbe Assessment with individuals who have ADHD. I’m exploring the correlation between mental energy, problem-solving abilities, and ADHD. The initial findings are fascinating, and I believe this could be a powerful tool to help those with ADHD recognize that it’s not a deficit—it’s just a different way of thinking. Everyone has strengths, and ADHD is just one of many different ways to tap into those strengths. It doesn’t excuse past failures, but it can help explain why certain tasks have been more challenging, allowing us to harness our mental energy more effectively.
In the future, I’d like to have a client load that’s manageable while still allowing me time for my family and supporting my wife’s business. It’s all about finding that intersection where everything aligns—work, family, and passion.
Upcoming Coaching Programs?
Yes, I’m currently working on developing a course that focuses on goal setting and annual planning, specifically designed for individuals with ADHD, but it’s also applicable to all small business owners and entrepreneurs. The idea is to provide a structured framework to help people set realistic, actionable goals that align with their flow state.
Additionally, I'd love to expand into speaking engagements and be known as someone who speaks on these topics where my interests intersect—ADHD, entrepreneurship, and the science of flow.
What Have You Learned Along The Way?
One of the biggest lessons I’ve learned in my career as a coach, and from building this business with my wife, is the importance of honoring yourself and setting boundaries. Early on, I took on clients who weren’t my ideal fit, and that taught me a lot about the value of working with the right people.
I had a business coach who used the analogy of "champagne, wine, and beer" clients. Champagne clients are your absolute ideal clients—those who are a perfect fit for your services. Wine clients are decent but not quite ideal, and beer clients, while fine, aren’t the ones you really want to celebrate with. No offense to beer lovers, but when it comes to your business, you want those champagne clients who truly align with your values and goals.
In the beginning, I took on some "wine and beer" clients, and it became clear that they weren’t fully committed to the process. They weren’t willing to put in the necessary work, and as a coach, that’s a tough situation because you know transformation requires effort. Over time, I refined my screening process to ensure I’m attracting the right clients—those who are ready to do the work and are coachable.
Self-awareness and coachability are critical traits I am looking for now. When I have a discovery session with a prospective client, I make sure to ask questions that help me determine not just if I can solve their problems but if they have the mindset and drive to be successful. It’s a two-way street—they need to be a good fit for my program, and I need to be a good fit for them.
I’ve also implemented what I like to call a "Velvet Rope" system to keep out those beer and wine clients and focus on the champagne ones. This ensures that the people I work with are motivated and committed, which not only helps them succeed but also reflects well on my business. When your clients are successful, you get valuable feedback and testimonials, and it becomes a great marketing tool for future growth.
Which Coaching Tools Do You Use?
I currently use ActiveCampaign as my CRM. It’s a powerful tool for automating tasks, staying in touch with clients, and tracking their progress, though I might choose something more user-friendly if I started over. For day-to-day tools, I rely heavily on Google Workspace (Gmail, G Suite) and Gemini, Google's AI, alongside ChatGPT for content creation, brainstorming, and helping clients with task management.
Scheduling is managed through TidyCal, which integrates well with my other software, and I use Asana for project management. Zapier helps me connect apps that don’t integrate natively.
For task management and goal setting, I use TickTick, which is particularly helpful for managing ideas and to-dos, especially for those with ADHD. It helps me organize tasks by priority and due date, ensuring nothing slips through the cracks.
Coaching Books, Podcasts, or Resources You Recommend?
There are a few key books that I recommend to all small business owners, especially coaches building their brands. First, anything by Donald Miller, especially his StoryBrand framework, is excellent for marketing.
I also recommend Alex Hormozi's $100M Offers and $100M Leads, both of which are great resources for building your first offer and creating lead magnets aligned with your ideal clients.
Dan Sullivan, founder of Strategic Coach, is another must-read for entrepreneurs. His approach aligns closely with what I do, and his insights on business strategy are invaluable.
Lastly, Gino Wickman’s work, especially Traction and his Entrepreneurial Operating System (EOS), is a fantastic resource for any business owner looking to optimize their operations.
