From Breaking Point to Breakthrough
How Michael helps business owners rebuild confidence, profit, and momentum.
With over 15 years in business coaching and more than two decades immersed in business across retail, hospitality, and leadership roles, Michael Choi understands business from every angle. Self-employed since 21, he’s built, partnered in, and led multiple ventures; from retail stores to a nightclub, a conference business, and a coaching franchise firm, before establishing Leading Business Solutions.
A lifelong student of growth (whether in business, poker, or the game of strategy itself), Michael’s driving force is simple: to create freedom and happiness for his clients and his family. His philosophy is grounded in continuous education, constant improvement, and the willingness to step outside the comfort zone – because that’s where real success lives.
An intro from Lucy…
I’ve been working with Michael Choi for the last 6 years. Micheal helps me identify my personal and business goals, and we then work out the strategy to get there. We have fortnightly sessions together to review what I need to do to achieve my goals.
Michael gets me out of my own headspace, to think more creatively for my business. The work we’ve done together changed me and my business, and the benefits of this have a domino effect to my clients, my team and my family.
I really feel that Michael is truly invested in my personal and business success. He is very supportive and goes way beyond my expectations. His approach is customised to what I need – no ‘cookie cutter’ approach.
Michael listens to me and challenges me. While he will encourage me to find my own answers, he will also give me the answer if I need it! Our working relationship is built upon forthright communication – I always know Michael will tell me what I need to hear, not what I want to hear.
Welcome to the Spotlight, Michael, please tell us about your business and what you do.
“Business coaching” is a broad term, but at its core, my focus is simple: making clients more money and more profit. This is achieved through improving team performance, strengthening leadership, and creating better systems – because those things are directly linked to profitability. Ultimately, though, what I’m really doing is helping clients create freedom: freedom of time, freedom of choice, and freedom from constant pressure.
We look at how much to invest in the business, how to scale, and how fast to scale. It always starts with what the client wants to achieve – and that often evolves as they grow. Most people underestimate what they’re capable of. Once they prove to themselves what they can do, then they think bigger and greater.
Is there a meaning behind your business name?
I wanted to work with business leaders — or help create them.
I look for industry experts who are genuinely good at what they do, and I help them build the business structure to grow within that market. Sometimes people think they’re strong in their industry, and they’re not. I can’t teach someone how to be better at their trade or profession, but I can help them build the right team and structure to succeed.
What is your purpose and mission?
Creating freedom for business owners and growth opportunities for their teams and families. When a business works properly, it impacts far more than the owner. It affects employees, families, and the broader community.
What makes your company stand out?
My hands-on approach.
I genuinely take on my clients’ businesses as if they were my own. I’m invested in their success and operate with a “whatever it takes” attitude to make that happen.
What has been your favourite part of the journey?
Watching clients realise their potential.
Seeing someone achieve a goal they once thought was impossible — and then go even further — that’s the best part.
What challenges have you faced?
My biggest challenge was working with the wrong clients — usually where there was dishonesty or a cultural mismatch.
I learned to exit those relationships and focus on working with the right people. The happiest and most successful business owners surround themselves with people they genuinely like and respect.
How would you describe your leadership style?
Direct and honest.
People know exactly what to expect from me.
What are your core values?
Honesty – and always delivering more than expected.
What drives you every day?
The success of my clients.
We can only be successful if our clients are successful.
What feels most important about the service you provide?
Giving clients confidence – in their decisions and in the future of their business.
What innovations in your industry are you most excited about?
I’m more cautious than excited.
Technology makes it easier to present a polished façade of a business. What matters to me is the substance behind it – the fundamentals, the structure, the integrity.
What’s the best piece of feedback you’ve ever received from a customer?
I’ve been told more than once, “You saved our business — and our marriage.” That’s powerful.
Often, I’m the last roll of the dice for someone. I’ve had clients tell me years later that if this hadn’t worked, they were going to close their doors. When the business starts making money again, the owner gets excited about it again – and that energy changes everything.
One client was able to buy a house for their parents. That’s the kind of result that matters.
What’s one thing you wish more people understood about your business?
The holistic side of what I provide and the detail that we go into.
People sign up for business coaching with me and then they don’t know what they are in for.
Working With Blue Amber
How did your relationship with Blue Amber begin?
Lucy once told me she didn’t trust business coaches — and I respected that honesty.
She started with one of my Business Accelerator Programs about six years ago. Once she saw the framework and structure, she realised there was substance behind it.
What do you provide for Blue Amber?
I provide clarity of goals, strategies to achieve them, the focus and accountability to achieve or implement them.
How would you describe your working relationship with Blue Amber?
I trust Blue Amber implicitly — both professionally and ethically.
I believe many business owners underestimate the value of strong bookkeeping. Blue Amber provides clarity and confidence through data – and that’s critical for decision-making.
Can you share a highlight or memorable experience working with Blue Amber?
I referred Blue Amber to a client of mine that is a builder. He now brags about their service because of the clarity he gets, that he never had previously.
He is now able to make decisions from data rather than guessing.
Blue Amber has saved many of my clients money by finding mistakes in their bookkeeping and giving them precious time back to work on their business.
Lucy on Leading Business Solutions
I had grown Blue Amber to a certain point and couldn’t break through to the next level. I needed education, structure, and challenge. I started with one of Michael’s courses and gained enormous value. When the course ended, I realised how much I relied on those regular sessions. I wanted a coach who would help me grow ethically – to build a business I could be proud of, without succeeding at someone else’s expense.
Michael provides amazing value. I now have a happy team and a profitable business with a that doesn’t suck the life out of me.
Michael helped Blue Amber to be more successful in so many ways – so many small improvements over time that have compounded significantly – staff retention, staff selection, client selection, refining proposals, improving profitability.
As I grow and develop my needs and goals change and develop too. Growth doesn’t have an end date. Six years later, I’m still learning, and I hope I always will be.
My relationship with Michael has deepened over time. There’s greater trust now, and that makes the work even more powerful.
