Free · 5 letters · 5 days

Five letters. The inside stories of becoming a guide.

How other guides built their practices. How I built mine. How I knew I was a guide and not a coach. And the work it actually took to make any of it real.

    Free. First letter within the hour. Reply if any of it lands — I read every one.

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    § ii Before we go further

    What is a guide?

    Not a coach. Not a mentor. Not a healer. Not the people you've been watching on Instagram telling you to niche down and run a $10K launch.

    A guide is the person people come to without knowing why. The one who can hold the room without performing. Who sees what others can't quite name. Who knows how to point at the door without forcing anyone through it.

    You've probably been one for a long time. Friends at 2 AM. Strangers at dinner. The one in the group chat who asks the question that makes everyone go quiet. The colleague people find their way to. The friend who gets the long text starting with “I don't know why I'm telling you this, but…”

    You just haven't built a practice around it yet.

    These letters are about that. And so is the course they lead to. The shift from doing this work for free in the margins of your life, to building something that actually holds it.

    You are not a coach.
    You are a guide.

    And the difference is more structural than it sounds. The letters work this out properly.

    § iii The letter before the letters

    Five years ago, I walked away from a life that looked perfect on paper.
    Today, 430+ guides are building their own.

    I spent five years at Bloomberg's London office — six-figure salary, private chauffeur, a career everyone around me thought was enviable. And a quieter voice inside that kept getting harder to ignore. After I left, I tried everything: startups, photography, certifications. None of it fit. I wasn't solving a strategy problem; I was solving an identity problem with strategy, and it doesn't work.

    Then one quiet night, something shifted. I'll tell you what happened in the second letter.

    430+
    guides through the paid course
    3 hrs
    a day of real work
    5 yrs
    refining this model

    The rest of the story — the floor, the $10 session, the slow rebuild — lives in the letters. What I can tell you here is that the model works, it's teachable, and over 430 people have now built some version of it for themselves. Most of them started exactly where you are: reading a page like this one, quietly wondering.

    Love,
    Nik Huno
    Writing, slowly
    § iv What they actually built

    Three guides.
    Three stories.

    Three different arcs. None of them had this figured out when they started. All of them started anyway.

    Pepä · Practitioner
    Five years wanting this kind of workThe word that finally fit: guide

    Pepä had wanted to build this kind of practice for over five years. He had the work, the gift, the people who came to him. What he didn't have was the word. “Coach” felt off. “Mentor” felt off. Every other label flattened it. When he encountered the language of guidethrough 3HGB, something locked into place that years of brainstorming hadn't.

    A huge impetus for me was your use of the term GUIDE — I never resonated with “Coach” or “Mentor.” Your embodiment of it was a huge inspiration.
    Brandon H.
    Brandon H. · Guide to artists & music execs
    $100 per sessionFirst $3,000 client

    Brandon was laid off from a music executive role a week before his daughter was born. Thirty-five hours of early work at $100 per session. He wanted a $3,000 premium offer and told the community, in real time, that he was terrified of it. He did the work anyway. First $3,000 client signed weeks after he named the offer.

    Lots of internal resistance imagining I would ever get there. I got there.
    Irene J. · Guide & Entrepreneur
    Two years stuck, scattered, no clear messageA practice that fits, no fear of pricing it

    Irene had spent two years in transition. Stuck, no clarity on her gifts, unwilling to force a message that felt off. She'd spent thousands on business coaching, marketing programs, list-building courses, all from the same traditional system that didn't sit right in her body. After 3HGB, she found what to actually say. And stopped being afraid to charge what it was worth.

    After two years of being stuck, I was finally able to move forward, create something that feels right, and not be afraid to charge for it.
    § v Inside the letters

    The inside stories,
    while you wait.

    How guides built their practices. How I built mine. How I knew I was a guide and not a coach. What kind of guide you are, and the business that fits it. By the time the fifth letter lands, you'll know whether this path is yours. And the doors open the next morning.

    I.Day 1

    From the panic attack to here

    How I actually got from Bloomberg to Puglia, and why the people who become guides have been guiding for years without realizing it.

    What you'll take awayThe realization that you've been doing this work longer than you've been calling it work.
    II.Day 2

    $243 and the decision that made no sense

    The night on the floor, the $10 session that changed everything, and the structural difference between a coach and a guide — with the specific questions and framings that make it real.

    What you'll take awayA concrete distinction you can test in your own conversations this week.
    III.Day 3

    The thing the personality tests keep missing

    Why MBTI, Enneagram, and Human Design leave so many people “stuck in a more sophisticated way.” The shadow pattern. The unlived self. And the three Alchetypes that shape how you’d actually build a guidance business.

    What you'll take awayA clearer read on which kind of guide you are — and why that changes the business you should build.
    IV.Day 4

    What happens when the foundation is right

    Real stories. Real numbers. Including the nine months of grinding that preceded a $27K breakthrough, and the woman who was too afraid to name her gift — until she charged $3,300 for it.

    What you'll take awayA realistic picture of the timeline. Not the fantasy one.
    V.Day 5

    The thing I keep wanting to say to you

    No teaching, no framework. Just a personal letter about what’s actually stopping you. And the full picture of the paid course if you want to know what it is — including what it isn’t.

    What you'll take awayClarity. Either a clear yes, a clear no, or a clear “not yet” — and the peace that comes with knowing which.
    § vi What readers say

    What people are saying
    after reading these.

    § vii Begin

    Five letters.
    Yours, if you want them.

    Free, in your inbox. The first one arrives within the hour. By the fifth, you'll know whether this path is yours. Either way, the writing did its work.

      Free. No spam. Every reply reaches me personally.

      P.S. The 3-Hour Guidance Business is closed right now — the next round opens June 16. Subscribers hear about it inside the letters, first, before the public announcement.

      Writing from a trullo in Puglia
      Puglia, where most of these were written.
      — A personal note,

      I almost didn't write these letters. I almost kept all of this in the paid course where it “belonged.” Then I thought about the version of me who was still in that bathroom stall, reading landing pages like this one at 1 AM, wondering if anyone out there was talking about the thing I was actually feeling.

      He needed these letters. So I wrote them for him, and for you, if you're him now.

      No pressure. No urgency. The calling isn't going anywhere. But the version of you waiting to answer it gets quieter every year you don't. Non aspettare che la voce si spenga.Don't wait for the voice to go silent.

      Nik