The People First Project is back 30 Conversations in 60 Days


"If not you, then who? If not now, then when? If not this, then what?" My friend Kristin Fritz read this at her 24/7 Love event in April, and these words still ring in my ears. If not now, when? All we ever have is this very moment, and it's always the perfect one to do what we're all built for - serve.

I don't know where I first learned about The People First Project. Many mentors and coaches over the years have demonstrated it for me, and it's time I do the same. 

I became disenchanted with the coaching industry last year. The sales pages, funnel systems, money-driven catch phrases, and thousands of uncertified coaches... it was all enough to make me want to leave coaching.

I even announced at an event I spoke at in June 2017 that I wanted to leave my 1:1 coaching behind. As soon as I said it, I knew it wasn't true. But sometimes we need to give ideas a voice to really know how we feel about them.

I thought it was my time to move on, but really what I wanted was to no longer be associated with coaching - which made me sad because I love coaching.

I was reminded why I do this work when someone I admire wrote me this as part of the forward to the Awaken Your Life book: 

"Soon after I first met Andrea Leda, I realized my concept of what a coach was and could be needed to change. I met a woman with a deep belief in the spiritual potential of humanity who was very much a closet empath. She was almost apologetic about her hopes and dreams, and so they stayed largely hidden to me and to the world, as did the clients who may have needed her the most."

I share this because these sentences snapped me out of a funk I'd been in. Have you ever been gifted a reminder of your truth in such a potent way that it woke you up? In this moment I remembered why I love this work, and after pausing with this, I was ready to return to my roots, to people and their potential, perhaps more than I ever had.

I'm staying with purpose.

Enter the People First Project.
30 transformative conversations, 60 days.


The People First Project is my fiercest gift to my fellow coaches, healers, and possibilitarians to date. My mentor was right, I was full of hope and believed wholeheartedly in the potential of humanity and was apologetic for that hope. Because at times, hope can feel naive and even ignorant. I am not unaware of the injustice in the world. But injustice isn't new. What we choose to do about it and how we choose to rise, is


"There is a worldwide grassroots movement of hope and humanity...passionately committed to creating a new story about human life on planet Earth."

- Paul Hawken, Blessed Unrest


"A new story about human life." Does this capture you like it does me? What could this be like? Justice for the unheard and unrecognized, equal pay, full bellies, free education, clean water, compassionate communication, happier adults, and sacred treatment of our planet? 

What do you feel responsible for? What are you doing about it?

I don't just coach people. I coach your ideas, your potential, your hope, and your purpose. In the People First Project, I will help you unmask what you believe in with your whole heart until it sees the light of day. Because to say the world needs you is the understatement of the century. 

This project is an invitation for 30 people and 30 brilliant dreams to come to life. I am built to serve people. More so, I'm built to really see people and why they're here. I've known this since I was a little girl. It is my greatest gift to give others an experience of their innate power and help carve them into the person their purpose needs them to be. This is my most radical project to date because I need this as much as you do. If this calls to you, keep reading.

A few things you need to know before you get involved:
The People First Project is not...

...strategy and planning. Your ideas are not something you can think your way through. Your stories are not calculated but are instead created from the need for love and safety. When they stop serving you and you decide to face them or untangle them, it’s time to come out of your head and into your heart. We go in with radical acceptance and self-discovery. You will take action, but first, you have to meet yourself where you are.

...just life coaching. Coaching is a powerful tool and one that I love. It’s a way of showing up with someone and using powerful, open-ended questions to inspire new action in them. I use a coaching container, but I fully understand that I can’t help you move forward and get you where you want to go without giving space to where you come from, first. You are your own guru and your own change agent, first. We can be guides for others, but all we can do is facilitate an environment where change is possible. I can't change you for you, just as you can't change others. But youcanwalk your path with integrity and congruency. And that is the most effective path to change we can embark on.


…an exploration of YOU and your voice.
This may be the first time in your life you really meet yourself. This may be the first time you connect the dots or see your stories as energy meant to heal, teach, and guide you and not something designed to trap, harm, or keep you stuck. All humans struggle and hold on to their stories unnecessarily. How freeing will it feel when your stories and limiting beliefs are no longer gripping you or when you are no longer gripping them?

Healing occurs when you create a new relationship to the things that happened to you, when you let yourself learn from them without harming yourself or shaming yourself for them any longer and instead understand their purpose in your life. What do you have to say and how have the things that happened to you shape what you're here to give and express?

…unearthing why you’re here and pursuing it with fierce conviction.
It’s our soul’s purpose to become complete, and we incarnate to learn what we need to create wholeness. Your calling is your gateway to doing this. Your purpose will ignite a kind of passion that is immeasurable and will bring your entire life into immediate alignment and understanding.

Suddenly you see that the things you thought happened to you really happened for you, and you are left with a profound amount of self-love and self-acceptance. For most, once integrated, this calling will lead you to teach, give, and serve others in some way.

…taking radical action for the benefit of serving others.
You cannot get someplace new until you create new, inspired action – action born out of your most authentic self. Movement is what creates the tangible results in your life. But I want you making the right movements inspired by your aligned self. Most of my clients come to me because they want something like money, health, purposeful work, to feel seen, success, etc. They also want joy, excitement, confidence, inspiration, and clarity. These experiences are inevitable with the right action. The things you want are not actually outside of yourself. They are an extension of your beliefs and how you see and experience the world.

…building self-love, self-acceptance, and self-worth.
All of life is an extension of how you see yourself and how you show up in the world. Imagine what is possible when everywhere you go, all you see are more ways to love and accept yourself? The most efficient way to world peace is self-peace.

…breakthroughs and new roots for a renewed self and planet.
Your entire life and the results you’re here to create are grown from your roots. Your beliefs, desires, choices, stories, attachments, and habits are your roots. The results you want to accomplish are your fruits. We focus on planting new roots so you can grow new fruits. This isn’t about doing more, but about being the person you need to be to accomplish the goals you have.

…growth and confidence for your belief in the power of possibility.
Within who you are and the things you’re dedicated to is a desire to grow and expand. There is no single right plan because everyone’s purpose is a path only they can walk. This is a kind of growth that brings new business, perfect clients, purposeful work, and new opportunities effortlessly to your doorstep. My role in this is to help you recognize it and help you say yes to everything you’ve ever wanted and asked for.

The People First Project
30 Transformative Conversations, 60 Days.

Each of these 30 conversations is a gift of my service and an invitation to an experience of waking up your conviction and your compassion through deep coaching.

What to expect:

  1. There are 30 spots. Period. No waitlist. This experience is first-come, first-serve. If you hesitate then this is NOT for you. Last time I ran this project it filled in less than 10 hours.

  2. The project runs from May 1st-June 30th.

  3. Each conversation is 45 minutes and is recorded. You can re-listen to your coaching conversation indefinitely.

  4. This session will challenge and stretch you. I will hold space for you to get out of your own way.

  5. In this work I've seen it all – excitement, conviction, frustration, anger, resentment and more. Every emotion is welcome, because tucked inside is a deeper truth you've never accessed. We will access it.

Andrea Wilborn