Hi, I'm Catherine!

And I truly believe it's possible to create a great business without compromising your values and integrity.


My mission (and greatest passion) in life is helping heart-centred business owners like you get more clients so that you can make the difference you know you’re here to make, and most importantly do it in a way that feels authentic and in alignment with your values.

  • No more shying away from selling your services because everything you think you know about sales gives you a knot in your stomach
  • No more holding back from helping someone because you're scared they might think you're pushy or manipulative
  • No more hiding your light because too much of what you've been taught you need to do to attract clients feels counter to who you are as a person

Instead I believe in sales and marketing that comes from service not selfishness, from caring not coercion, and from love instead of lack.

I've built a business this way, so I know you can too.
Authentic Sales Style Quiz


I wish I could tell you it was easy, but for me it's been a lifelong journey to discover what it is I'm meant to do with my life - and once I'd found it to turn it into a business.

I live in a leafy suburb of London (my “soul” city) but I grew up in a small village in Wales. My parents loved their jobs and told me it didn’t matter what I did with my life - or how much I earned - as long as I was happy. Turns out that was a really tall order. It would have been way easier if they’d told me to become a doctor!

So I was on a mission from early on to find work that fulfilled me and made me happy.

The problem was, nobody gave me a blueprint for this.  I went to University and got a degree in Psychology. I travelled and worked abroad (including my first sales job age 23). I had a highly successful sales career in The City and got caught in the heady rush of earning lots of money (and spending lots of it on holidays to recover!).

After a few years of paying more in tax than my parents earned in a year I realised they’d been right – money wasn’t making me happy.  I was your typical A-type overachiever I had zero life balance and no inner peace but I was scared of losing the security of the big pay cheque. In the end my body made the decision for me. Burned out and exhausted I quit.




I didn’t know it at the time but I’d developed ME/Chronic Fatigue Syndrome and it took me over 10 years to recover.

The mission to find my purpose in life and my journey back to health became completely intertwined.

Over a 5 year period I lived in Africa, India, Sri Lanka and home in the UK.

I studied acupuncture, ayurvedic medicine and energy healing. I qualified as a yoga teacher, nutritional therapist, NLP practitioner, hypnotherapist and coach. I lived in ashrams and meditation centres.

I started businesses in many of these things with varying levels of success and enthusiasm – but none of it felt quite like the elusive “it” I was searching for.



Very slowly I rebuilt my health, and a big part of that recovery turned out to be commitment to a life that was fully authentic - no more compromising who I am or my values.

Integrity · Authenticity · Respect · Fairness

  • Doing what feels true for me regardless of what anyone else thinks
  • Accepting my quirks and forgiving my weaknesses
  • Putting my own health first, while still caring for others
  • And a 'zero tolerance' policy towards stress
These became my most important guiding lights and are the foundations of how I care for myself, how I live and (importantly for this story) how I do business.


Somewhere along this journey I ran a workshop to teach small business owners how to sell.

I saw the light go on for people as they realised that sales didn’t have to be icky and manipulative.

And I saw the profound impact that finally feeling comfortable with sales would have across not just their businesses but their whole lives – I’d finally found “it”!

I wish I could tell you that my business took off like a rocket and I Iived happily ever after. But you’re on this journey too so you don’t need me to tell you it wasn’t that simple.

First there was the L.O.N.G. and painful period where I knew I had something special to offer but just couldn’t figure out how to turn it into an actual business. I threw myself into learning as much as I could about marketing and business, but much of what I found felt so lacking in integrity, so counter to my values that I couldn’t bring myself to follow it.


To see if I could grow a business using only sales & marketing that felt truthful, in alignment, from the heart and from service.

It took a little while to figure things out but eventually I took my workshops and turned them into an online programme. Then I launched a business mentoring community. I even had my first 6-figure sales day!

What I celebrated most at the end of that day was how far I’d come as a person. I’d battled my fears, grown my confidence and stuck to my values. And while I didn’t always believe in myself (heck, most of the time I didn’t believe in myself) I’d kept on moving forward. And as a result I’ve now got the fulfilment my heart yearned for all those years - and I get paid to do what I love!


You too deserve a thriving, flourishing business where you get to experience the profound fulfilment that comes from getting paid to use your gifts and talents to help others.

And you don’t have to use icky sales techniques or compromise your values to do that – if there is one thing I want you to know it’s this:

It truly is possible to build a successful business based on love, service and integrity.

I know because I've done it and I see my clients do it too.

Over the past 5 years I’ve taught hundreds of heart-centred business owners like you to attract and sell to clients in a way that feels authentic and aligned with their values – and as a result I’ve seen their lives transform and their confidence soar.

I'd love to help you do the same.

With love & gratitude,



Take the quiz and discover your Authentic Sales Style

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Enjoy some of my most useful articles and videos on the blog

Random Facts


  • A client described me as a purple Quality Street (if you're not British you'll have to imagine - it's a chocolate). Soft and sweet on the outside, but with a tough, no nonsense bit at the centre.
  • I love dogs but I haven't got one. I always said I'd have one when I grew up but I'm still waiting to feel grown up enough!
  • I'm ridiculously obsessed with business. It's not just my work, it's my passion and my hobby too. My idea of relaxation is reading a marketing book or listening to a podcast (sometimes in the bath!)
  • I love Lindy Hop, an energetic 1940's swing dance but I don't go often enough to get really good at it - This may become one of my few regrets.
  • I'm a minimalist. The less "stuff" I have and the simpler my life the lighter and happier I feel. Apart from an incurable compulsion to buy pretty notebooks and collect pebbles!


Catherine Watkin is the UK’s leading expert in authentic and heart-centred sales.

After a highly successful 20+ year career in sales she now works with business owners who are gifted and passionate about what they do but struggle in business because they feel awkward when it comes to selling their services.

Through her online course Catherine has taught hundreds of business owners how to sell in a way that feels authentic and comfortable – and most importantly gets them great results.

Catherine is an authentic and inspiring role model for how it is possible to create a successful business without resorting to sleazy or manipulative sales and marketing techniques.

Official Bio