Why I Pay $700 an Hour for Coaching, but Refuse to Buy a $2 Coconut
The moment that made me rethink everything
This March, my boyfriend James and I decided to try working remotely.
We landed in Koh Phangan, a digital nomad paradise in Thailand, and settled in Srithanu - a bougie little area with access to white-sanded beaches.
At our first meal, I ordered a fresh coconut for 80 baht ($2.35). It was ice-cold, sweet, and tasted like heaven.
That night, we wandered into a local night market. And I saw something that annoyed me:
Same coconuts. But this time, they were selling for 50 baht ($1.46)—a 60% price drop.
I groaned. “We got ripped off. I can’t believe I paid almost double for the same coconut!”
James smirked. “Mandy… you always tell me about this ‘rich people mindset’ where you don’t sweat the small stuff and focus on the big price…and now you’re worried about a dollar?”
Touché.
But something about paying almost double for an identical coconut made me irrationally annoyed.
The next few days, I couldn’t let it go. I started going out of my way to buy coconuts only at the night market - walking extra minutes just to save a single dollar.
Then I caught myself.
Is this why I’ll never be a billionaire? Because I obsess over a $2 coconut?
Funny thing is, I gladly pay $700 an hour for my business coach.
I’ve paid him five figures without flinching.
But a $1 price difference on a coconut? Suddenly, I’m an economist.
Why?
What made me feel ripped off in one case but not the other?
Then, while riding on a scooter past two shops, I had an aha moment:
The first shop had a sign: “Coconut, 50 baht.”
The second shop, a few steps away, had a sign: “Coconut, 80 baht.”
And it hit me:
It’s the ease of comparison.
Because it’s unfair
“Because it’s unfair!”
I exhaled on the back of the scooter.
James turned back: “Huh?”
Coconuts are everywhere. I can compare them instantly, side by side. When I see the same product with a higher price, my brain screams unfair!
And that’s why I was acting irrationally.
But my coach?
I can’t compare him to anyone.
I picked him because:
His no-BS, stare-into-your-soul writing style calls me out hard
His advice isn’t generic—it feels like it was written just for me
He’s overcome a ton of obstacles to become who he is today, which made me respect him deeply
Sure, there are other business coaches out there.
But none of them are him.
He’s not just another coconut in the shop.
He’s a category of one.
What sets you apart so they can’t put a price tag on it?
For 8 years, I played the data science game well.
I convinced a company to sponsor my visa - even when they didn’t plan to.
I made another company wait 8 months for me to decide before I joined.
I negotiated £20K more in base salary + a £15K sign-on bonus - even after they told me it exceeded the band ceiling.
Why?
Because I created a “It has to be you” moment.
I wasn’t just another candidate.
I wasn’t just another coconut in the shop.
Since going solo in May 2024, I’ve built a thriving business:
Coached 10+ data scientists to land jobs and negotiate higher salaries
Helped entrepreneurs and businesses grow their influence on LinkedIn and Substack
Built a paid Substack and digital products that generate revenue on autopilot
It’s not that there aren’t other career or brand coaches.
I could name a dozen who are more experienced or more affordable.
But no one is me.
No one walked my exact path. No one writes like I do. No one has my voice.
That’s why people choose me:
“I’m an international student like you used to be—I want help from someone who’s lived it.”
“I’m transitioning from consulting to data science, and you’ve already done it.”
“I’ve been following you for months. Your advice is honest, actionable, and cuts through the crap.”
“Your no-BS writing calls me out every time. I needed that.”
I don’t compete on price.
Because when you are the product, there’s no competition.
Don’t be just another coconut in the shop
When everything looks the same, people pick the cheapest option.
Coconuts are a perfect example—identical on the outside, priced differently.
And naturally, people go for the lowest price.
The job market and the creator economy work the same way. If you blend in, you compete on price. If you stand out, you control your value.
So how do you make sure it has to be you?
Build a brand that makes you unforgettable
If you want to be seen, you have to be different. Not gimmicky—genuinely different.
Ask yourself:
What’s something you believe but are scared to say because no one else does?
What’s your biggest insecurity? Share it—people connect with honesty.
What’s your biggest failure? Own it—show people what you learned.
Vulnerability isn’t a weakness. It’s how you become human in a world of polished, robotic profiles.
Stand out in a brutal job market
If you’re a new grad, you look like every other new grad—same degree, same buzzwords, same generic bullet points.
Here’s how to create your must-hire moments:
Get real-world experience – Internship, freelance, volunteer. Show proof you can do the job.
Make your resume impact-driven – Most people list tasks. You need to show results.
Master structured communication – Interviews aren’t just about knowledge, they’re about clarity. Nail your storytelling.
These aren’t secrets. But 99% of people get them wrong. (Click here if you wanna know how to get them right.)
So before your next move, ask yourself:
What makes you you - and not just another coconut in the shop?
I love this! Find your unique strengths and experiences that are valued. Confidently showcase them (because you cannot be wrong about who you are). And the rest works itself out.
I like to think about success as the combination of three main components:
1. A variety of interests.
2. A well-curated set of skills.
3. Real-life problem-solving experience.
All these components come from you. They define you. They make you, you.
If you chase shiny objects or learn what others think is important instead of what you have to learn to solve YOUR problems, then you'll be another coconut in the shop.