Erwin Wils is a mindset and business strategist who transforms his clients into the person that will achieve their dreams, goals, and beyond

Erwin Wils is a mindset and business strategist who transforms his clients into the person that will achieve their dreams, goals, and beyond

Millionaire Life Strategy, an international empowerment company based in the Netherlands, empowers female and tech entrepreneurs to boost their business and themselves to confidently deliver their added value without feeling like an imposter. Founder Erwin Wils is a mindset and business strategist who transforms his clients into the person that will achieve their dreams, goals, and beyond. As a Master of Science in Electrical Engineering by education and certified professional hypnotherapist, master Soulkey therapist, EMDR (Eye Movement Desensitization and Reprocessing) and IEMT (Integral Eye Movement Therapy) practitioner by training, Wils brings 25+ years of experience to show his clients how they can use their expertise to make a positive impact in the world and make a good living doing it.

During his corporate career, Wils has always been looking for ways to add value. He never wanted to brag how good he was, he wanted his work to do the talking for him. The common thread in his career was process optimization. He has done that at several companies in different roles at all levels. At the last company Wils worked for, the employees were stuck in their daily routines and he thought, “I can optimize a process and have all the graphs and numbers to validate that optimization, but if the people that use the process don’t change, the process itself won’t change.” 

To get his team to change, he considered NLP training (Neuro Linguistic Programming), but he didn’t actually know what it was. After researching the Internet, he discovered hypnotherapy and NLP went hand-in-hand. Wils maintains a high sense of responsibility, which keeps him from taking drugs and drinking alcohol; he had the same presupposition about hypnosis: that he wouldn’t be in control of his own actions. He did some more research, followed by a webinar, and that opened his eyes. As he learned more, Wils and his wife began to see how this new found strategy could help their two adopted sons as well as his team at work. They decided to do the training and after the first training weekend, Wils found his true passion. He just knew he could help people and add his value by means of hypnotherapy. Everything he loved, came together:

  • He loves helping people in a coaching manner, and since all resources come from within the client, hypnotherapy works exactly that way.
  • His work needs a challenge, and since everybody is unique, each new client is a new challenge for Wils
  • And last but not least, he is still optimizing processes, yet very complex ones; those of the internal human being

 As part of his training, Wils started to help people overcome all kinds of mental challenges with hypnotherapy and after his certification, he started charging for his sessions. He registered his first company at the Chamber of Commerce and his entrepreneurial journey started. 

Although Wils was very successful with his hypnotherapy practice, it was missing something. He saw a lot of unused potential with his clients, yet they didn’t come to him to activate that. That was the reason to focus more on coaching and he registered a new company name for that, PowerMindCoach. That same year, he admitted he needed a business coach himself, because he already followed a lot of other coaches and so-called gurus without any mentionable results. Most of them wanted their clients to do exactly what they did, because it made them successful, so it should work for everybody. Well, news flash, that’s not true. They forget that everybody has their own blind spots and you need somebody else to make you aware of those. For instance, take your own talents. They come so naturally to you, you might think everybody has those skills. Yet your talents might be just that little difference between your success and everybody else’s struggles. And those secret ingredients aren’t included in the courses and trainings of those gurus. It took Wils a while to understand that, but once he had that revelation, he knew instantly that a personal business coach could bring him to the next level. His business coach advised to change his business name once more, because the title “coach” has been devalued last couple of years, PowerMindCoach was more about him and Wils needed a name that gave his clients more clarity. That’s how Millionaire Life Strategy was born. Currently Wils uses Millionaire Life Strategy for his international business and PowerMindcoach for the Dutch market.

Over the years, Wils combined all his skills, learnings, and experience in some powerful programs. He has created his own coaching methodology, EMPOWERR™ and in 2021 he combined all his services into a year program called “Profitable Passion Program™.” Although the modules contain standardized steps, all content is customer focused, because that’s one lesson Wils learned on his own journey: everybody is unique, has their own challenges and talents and needs a personal approach to become successful. 

Of course, the entrepreneurial journey wasn’t a walk in the park. You van be very skilled at what you do, yet that doesn’t make you an entrepreneur. Wils learned that the hard way. When you have no experience at all and nobody around you that can help you or guide you, you tend to follow others that seem successful, only to recognize that their marketing is very successful. It took him a lot of trial and error to find the right people. 

So one of his first learnings was to surround himself with people that will elevate him and his offerings. Some ways of doing that are to join a network of ambitious entrepreneurs, join a mastermind, start building non competitive partnerships, or have a business coach. Wils had done all of them and he is now offering those opportunities to his clients as well. One of the modules of his Profitable Passion Program™ is the HANGOUT™ mastermind, where he offers focus groups of ambitious entrepreneurs that want to help each other to achieve their goals.  

Another learning was to find his own niche. After his first training, he had tools and skills to help everybody. Yet if you want to help everybody, you’re actually helping nobody, because you don’t give them a reason to come to you. Why would someone come to you, when they can also go to a specialist or expert that has expertise and experience in the field they need help with? One of his coaches put it very simply, “Would you like to fish in a pond and catch every fish in it, or would you rather fish in the ocean, hoping one will bite?” He needed to become an expert in his field and that’s why he started focusing on technical entrepreneurs. Most of them are introverts with a fear of sales. They often don’t like to speak in public, talk jargon a lot, have a hard time translating their products and services into added value for their clients, and all those limitations prevent them from taking their business to the next level. Wils gets rid of those limitations, shows them alternatives, and transforms them into the confident entrepreneur with clarity and focus. Over time, more female entrepreneurs crossed his path and he started recognizing similar limitations with them, like feeling not good enough, insecure, putting themselves down, and not liking public speaking. He knew that they would also heavily benefit from his program, so he decided to expand his niche to include women as well. 

He also learned that the best investment you can make, is in yourself. You can invest in a fancy website, an expensive car and office, yet in the end what matters is the results your clients achieve. They only care what you can do for them. Since Wils considers himself as the eternal student, he has invested heavily in himself, both money and time. Reading books, attending trainings and workshops, getting certifications, listening to podcasts, and of course coaching. Not only did he grow himself immensely, all Wils learnings are now at the disposal of his clients, so that they don’t have to spend huge amounts of money and waste valuable time to reach the same level. Although the initial investment can feel quite huge, the return of personal development is priceless and it doesn’t devaluate in time, unlike many tangible items.

A very important tip that is included in this last learning is to have the right focus. Wils says that people listen to their favourite radio station WIIFM, also known as What’s In It for Me. As an entrepreneur, you should tune into their radio station What’s In It for Them. And this is valid for all stakeholders, being it prospects, partners, employees, investors, everybody has this implicit focus. Let’s take two Apple iPod advertisements from back in the day as an example. One says 4GB internal memory; the other says 200 hours of music in your back pocket. Which do you think the client is looking for? Most people tend to sell the tool instead of the result. Once you become aware of that, it will change your business. Wils still uses hypnotherapy in his coaching services, yet he doesn’t sell it. It is a very powerful tool he can use to help transform his clients. 

Another tip that Wils would like to share, is to have an exit strategy. In other words, when you want to grow, build your business so that it can continue without you playing an active part in it. Not that you are going to sell your business (although you could), but you want the business to generate money on its own. That way you can focus on what’s important for you: spending time with the family, building lasting relationships with your clients, investing time in your partnerships, choosing ideal clients you want to work with, exploring other markets where you could add value with your products and services, etcetera. For instance, the Profitable Passion Program™ is the first step on the road to freedom for Wils. He can train other coaches to use this model, put it in a license model, start franchises, and more. 

Last tip he would like to share is to stay true to yourself and persevere. His favourite quote is from Napoleon Hill: “Whatever the mind can conceive and believe, it can achieve.” This has become a personal mantra for Wils and he loves to help his clients to achieve the same. Having a dream is great and a big motivator, but truly believing in it and taking the steps to achieve it, can be a real challenge and that’s where Wils and Millionaire Life Strategy comes in. 

If you want to know more of Wils and Millionaire Life Strategy, check out is website or connect with him on LinkedIn Or find his podcast “Follow your Passion” on your favourite podcast channel. 

Mental health expert
MS, University of Latvia

I am deeply convinced that each patient needs a unique, individual approach. Therefore, I use different psychotherapy methods in my work. During my studies, I discovered an in-depth interest in people as a whole and the belief in the inseparability of mind and body, and the importance of emotional health in physical health. In my spare time, I enjoy reading (a big fan of thrillers) and going on hikes.

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