From Decades of Experience to Renewed Focus: John Baker on Coaching, Simplicity, and Staying in the Game

What happens when an advisor with 30-plus years of experience finds himself stuck in a slump?

For John Baker, the answer wasn’t another product training or technical certification. It was a return to clarity, and that came through coaching.

And not just any coaching. The kind that asks you the right question at the right moment. The kind that reminds you why you started and shows you how to make things work again.

A Legacy in the Industry, a Legacy in Innovation

John Baker has seen the financial industry evolve across decades. Licensed since 1989, he was an early adopter and trainer of the LEAP planning philosophy, back when laminated tables and basic calculators were the norm. His father helped develop the original LEAP software alongside Todd Langford, pushing the boundaries of financial planning tools at the time.

“I spent several years traveling the country teaching other advisors how to use the LEAP Software,” John recalled. “It was a mission to make complex planning more accurate, more visual, and more client-friendly.”

Today, John leads Fortress Wealth Architects, a firm that works with clients who are serious about improving their financial lives, whether they’re business owners, professionals, or W-2 employees. For John, mindset matters more than net worth.

“If someone is committed to improving their position, I’m all in. It’s not about having a minimum. It’s about willingness.”

A Coaching Connection That Stuck

John met Trent Fortner in 1992 at a LEAP symposium in Scottsdale. They immediately connected over their shared commitment to excellence and growth.

“We ran in the same circles,” John said. “Trent was a standout even back then — on stage, in conversations — his presence was undeniable.”

Over the years, their paths kept crossing at industry events. But it wasn’t until more recently that John engaged Trent directly for coaching.

“I’d never done a joint case with Trent,” John shared. “But I did sign up for his coaching. Because let’s be real, this is a tough business. Even veterans get into a funk.”

That honesty is something many advisors, regardless of tenure, can relate to.

“This is a commission business,” John said. “You can go through seasons where things just don’t land like they used to. And that’s when coaching becomes essential.”

The Power of Better Questions

John is quick to credit Trent’s unique gift for asking transformative questions.

“Trent’s delivery is slow, intentional, and incredibly thoughtful. I’ve never met anyone who asks better questions. That alone has changed the way I approach conversations with clients.”

But it’s not just about the words, it’s about listening with presence.

“Learning to listen — really listen — is a skill most of us have to work on. Trent’s coaching helped me not just ask better questions, but slow down and let the answers come.”

That shift in communication didn’t just improve John’s client relationships. It helped him find renewed clarity in his own business decisions.

Growth, Simplicity, and a New Chapter

While John remains active in his financial practice, he’s also expanded into franchising, owning multiple PIRTEK locations focused on hydraulic hose repair and building services. Why? “Cash flow,” he says with a smile. “I love business. I love variety. And I love solving problems.”

Even with this new venture, the principles that guide his advisory work still apply: solve real problems, keep things simple, and focus on what matters.

“At this stage, I’ve realized that simpler is better. Most advisors, especially when they’re struggling, are just doing too much in every client meeting. Trent helps cut through all that noise.”

Advice for Young Advisors and Veterans

John’s insight carries weight, especially for those coming up in the industry:

“My dad used to joke that life insurance agents must have the shortest arms; they couldn’t reach their wallets to invest in education.”

John’s challenge to young advisors?

“Don’t be afraid to invest in learning. Get in the room with great people. Join a community. Immerse yourself.”

And for the seasoned advisors who might be hitting a wall?

“Don’t overcomplicate it. Get a coach. Trent is exceptional at re-centering your process, getting you back to what works, and helping you rediscover the confidence that got you into this business in the first place.”

Final Takeaway: Everyone Needs a Coach

Whether you’re building your book, scaling your practice, or pivoting toward something new, John’s story reminds us that growth never stops. It just evolves.

And sometimes, all it takes is the right question from the right coach to unlock your next chapter.

Want to simplify your message and reignite your momentum?

Explore Trent Fortner’s coaching programs and see what a clear strategy, proven language, and a results-first mindset can do for your practice.