From Organised Chaos to Strategic Clarity

Before starting her coaching journey with ActionCOACH NI and Scott Millar, Shannon McCaul’s business operated in what she describes as “organised chaos.” While the team had a general idea of what needed to be done, there was little alignment, minimal communication, and no shared vision driving them forward. A lack of structured processes – particularly in sales -was leading to missed opportunities and an overall sense of stagnation.

Shannon admitted she was initially skeptical about coaching. But after connecting with Scott from ActionCOACH, that skepticism quickly turned into a transformational partnership. With Scott’s guidance, Shannon was able to identify blind spots, develop a clearer direction and implement structure and accountability across her business.

“Scott asked the questions I wasn’t asking myself. He brought clarity and helped me look at the business from a whole new perspective.”

Breakthrough Moments & Early Wins

One of the first major shifts was communication. With Scott’s coaching, Shannon learned to clearly articulate her expectations and business goals to her team. This seemingly simple change had a dramatic impact. Within just one week of implementing clearer communication strategies, the business turnover jumped.

Another pivotal moment came when Scott asked a key question: “Does your team even know what you want from them?” The answer was no – and that realisation led Shannon to completely rethink her leadership approach. Delegation became a new focus. With Scott’s encouragement, Shannon began trusting her team more, handing over responsibilities and creating space for her to work on the business rather than constantly in it.

Tangible Results

Since starting coaching, Shannon has seen consistent and measurable improvements across the board:

  • Turnover: Revenue doubled early on and has remained well above previous levels.

  • Team Clarity: Monthly team meetings have increased alignment, morale, and collaboration.

  • Sales Process: A structured, unified approach replaced the old guesswork, leading to better performance and predictability.

  • Productivity: Adopting tools like a “default diary” has eliminated procrastination and boosted personal effectiveness.

  • Leadership: With Scott as a sounding board, Shannon has grown into a more confident, strategic leader.

“Having someone to challenge my thinking, validate decisions, and provide honest feedback has been invaluable.”

A Message to Other Business Owners

Shannon believes ActionCOACH is an essential support for business owners who feel stuck – whether they’re plateauing, bogged down in daily operations, or unsure how to scale or exit. Beyond the coaching sessions, she’s found immense value in the broader ActionCOACH community: quarterly gatherings, networking opportunities, and the shared support of like-minded entrepreneurs.

“You’re never alone in this. There’s always someone to call, collaborate with, or learn from. That support network has been a game-changer.”