By: Thrive Locally
In a world focused heavily on business strategy, Tiffany Julie encourages founders to prioritize something equally important: performance. As a certified high-performance coach and multi-time seven-figure founder, Tiffany has spent the past decade guiding entrepreneurs toward sustainable success from the inside out.
With over 10 years of experience coaching founders, 8+ figures in business revenue generated across her own ventures, and recognition as a top business and performance coach by Yahoo Finance, along with features in Forbes, CEO Weekly, Valiant CEO, and Brainz Magazine, Tiffany has developed an understanding that the next level of success isn’t necessarily achieved by doing more—it’s often achieved by becoming more.
In this exclusive interview, we sit down with Tiffany Julie to explore why so many entrepreneurs experience burnout despite outward success, what separates high achievers from high performers, and how coaching is reshaping leadership at the highest levels.
Q: Tiffany, many founders believe they need better strategy. You suggest that the real issue may not be strategy at all. Can you explain what you mean?
A: Founders often gravitate toward thinking in terms of strategy—new funnels, new systems, more tactics. While strategy plays a crucial role, it’s often not the underlying problem. I’ve worked with people who had solid plans but struggled to execute them consistently. The issue typically stems from their energy, mindset, or identity not being aligned. A business can’t grow beyond the limits of the person leading it.
In fact, McKinsey has reported that 70% of business transformations fail due to internal resistance and leadership behavior, not because of faulty plans. So when someone says, “My strategy isn’t working,” my first thought is, “Are you working optimally?”
Q: You’ve coached across over 80 industries. What common patterns do you see when a founder hits a plateau?
A: The signs often look similar across industries. Founders may feel exhausted, second-guessing their decisions, or disconnected from the mission that initially inspired them. Despite their teams growing, they may feel increasingly isolated. What’s happening is they’re trying to lead at a new level without updating their performance habits.
I work with clients to help them stop reacting to every challenge and instead rebuild the internal systems that support resilience, clarity, and effective execution. Once these internal systems are in place, a plateau can often serve as a springboard for further growth.
Q: Can you explain the difference between high achievers and high performers?
A: High achievers often attain results by working harder: longer hours, sacrificing sleep, pushing their limits. While this approach can yield impressive results in the short term, it’s not sustainable. High performers, on the other hand, operate from a place of alignment. They’ve established routines that safeguard their energy, enhance clarity, and regulate their emotions. They remain consistent and composed, even under pressure.
In my high-performance coaching program, I guide individuals in making this transition. It’s not just about being good at doing things—it’s about becoming exceptional at being.
Q: You speak a lot about energy. Why is that such a focus for performance?
A: Energy is fundamental to execution. Without sufficient energy, no amount of strategy will make a difference. Leaders can’t make clear decisions, lead effectively, or inspire others when they’re running on empty. Gallup reports that two-thirds of entrepreneurs experience burnout, and many don’t realize the significant toll it takes on their productivity.
Energy management involves practices like optimizing sleep, setting boundaries, incorporating movement, focusing on nutrition, and ensuring regular recovery. Managing energy is far more effective than simply managing time. High-performance coaching helps founders install routines that help protect their vitality over the long term.
Q: You’ve mentioned identity work as well. What does that look like in high-performance coaching?
A: Identity work is essential. Many founders don’t realize they’re operating from an outdated version of themselves—the scrappy startup founder instead of the strategic CEO. This misalignment often creates internal friction, which can hinder effective execution.
Through coaching, we help individuals uncover the subconscious beliefs that may be limiting them, reframe outdated narratives, and define a new identity that aligns with the business they’re building. If you’re leading a $5M company with a $500K mindset, you’re likely to face challenges in scaling effectively.
Q: Can you give us a real-life example of how high-performance coaching transforms business founders?
A: Certainly. One client was experiencing rapid revenue growth, and her team was expanding, but she was burning out. She had tried marketing consultants and new software tools, but nothing seemed to help.
Through performance coaching, we restructured her routines to focus on energy management, built systems for better decision-making and recovery, and helped her redefine her identity as a founder. Six months later, her business was still scaling, but she felt energized, centered, and fully in control of her role. Her external success became much more sustainable.
Q: Let’s talk symptoms. What are some unmistakable signs a founder needs performance coaching?
A: Great question. Here are some indicators that suggest the real issue may be performance, not strategy:
- You’re plateauing despite working harder. The hours are increasing, but results aren’t improving. This isn’t a productivity issue—it’s a performance issue rooted in misalignment, not effort.
- You feel exhausted even after rest. Sleep doesn’t feel restorative, and your nervous system is constantly on edge. Many founders normalize exhaustion, but it’s often a sign that recovery systems need attention.
- You get stuck in decision loops. You procrastinate on key decisions—not due to laziness, but because your mental bandwidth is exhausted and clarity is missing.
- You’re managing everyone but neglecting yourself. You’re tracking KPIs, holding team meetings, and putting out fires, but you’re skipping your own routines, mental resets, and visioning.
- You’ve lost connection to your mission. Even with success, you feel flat or aimless. Wins don’t have the same meaning anymore.
- You know what to do but aren’t executing. Gaps in execution often point to mental fatigue, low motivation, or emotional friction, rather than a lack of knowledge.
These aren’t signs that you need another tactic. They’re signals that your internal systems need attention. That’s where performance coaching comes in: helping to build the clarity, systems, and energy to use the strategies you already have and develop the ones necessary for your next level of growth.
Q: Some founders remain skeptical. How do you explain the ROI of performance coaching?
A: I understand skepticism. Founders are results-driven. What I often share is this: improving your performance naturally leads to better business outcomes.
Research by MetrixGlobal found that executive coaching delivered a 788% return on investment when considering productivity, employee retention, and overall performance improvements. This isn’t speculative—it’s measurable impact.
My clients consistently report improvements such as:
- Stronger leadership presence
- Enhanced team communication
- Clearer priorities
- More consistent revenue with less strain
- More time for personal life outside of the business
They’re no longer simply “managing” but leading with clarity and energy. That’s the true benefit.
Q: What’s your final message for founders who feel stuck?
A: If you’re doing everything “right” but still feel off, it may be time to stop looking outward and start looking inward. Your next breakthrough likely won’t come from a new strategy—it will come from how you show up.
Sustainable success isn’t about working harder. It’s about evolving into the kind of person who can carry that success with ease.
Tiffany Julie is a certified high-performance coach helping founders scale to six and seven figures with clarity, energy, and intention. If you’re ready to shift from burnout to aligned growth, visit her website to apply for a complimentary consultation for high-performance coaching.
