Chad in his working space, with an orchid and wooden cabinet behind him.

You said yes when you meant no.

You hear yourself agree, even though you were about to say something else. Sometimes you only notice afterward.

I’m Chad Herst. I’m a coach in San Francisco and the author of The Performance Trap. I write about these moments because I’ve spent much of my own life caught in them.

There are stories here from my life, recordings to listen to, and practices from the book you can try.

Send me Chapter One

Free, 28 minutes, read in my voice. Sign up to listen and receive the audio link by email. You’ll also get my letter every other week. Unsubscribe any time.

Chad as a teenager at home, holding an acoustic guitar.

A big book of Beatles songs.

That’s me at about sixteen. My dad wanted me to take guitar lessons, and I refused. I used to sit in my bedroom with that guitar and a big book of Beatles songs, teaching myself the chords.

I never got very good. My rhythm sucks. But I always loved playing and singing those songs. I still love, love, love the Beatles.

More about my life

Chad on his grandfather’s lap in the den, with Nana and his brother Scott.
In the den with my grandfather, my Nana, and my brother Scott. I’m on my grandfather’s lap.

From the introduction to The Performance Trap

The den

I’m sitting in the den with my father and grandparents on his side. The usual tray of hors d’oeuvres is between us: matchstick carrots, celery, cucumbers, and black olives, each in its own neat pile. The fire is crackling. The scent of leather hangs in the air.

My feet barely touch the floor, but I’m holding my soda water with a single drop of scotch in it, a watered-down echo of the drink in my grandfather’s hand.

Listen to the introduction, where this scene continues

The Performance Trap book cover: a dark cord tied into a knot, turning rust where it exits, on parchment

A book by Chad Herst

The Performance Trap

The Ache No Success Will Ever Fix

The first part is my story. The second brings together the practices I use in my work.

Get the book

Preorder KindlePaperbackComing soonHardcoverComing soon

Kindle releases October 1. Print purchase links will be added when available.

Already have the book? The guided practices and reader resources are free.

Find the reader resources

A place to begin

Try a short practice

If you have a few minutes, you can follow along with this breathing practice. You can listen here without signing up.

The straw breath

About three and a half minutes, guided by Chad. Pause or stop whenever you want.

Explore more free readings and practices

Ways to go further

Four weeks · $295 founding price

The Performance Trap Practice

Guided practice, weekly reading and journaling, and an AI practice companion. We meet for 30 minutes before Week 1 and a full hour at the end.

The founding price is in exchange for honest feedback. The regular price will be $495.

Explore the four-week program

Eight private sessions · Four to six months

Mind/Body Foundations

We work with the patterns showing up in your life and practice different ways of responding. Each session is 90 minutes, held virtually.

You bring the decision or conversation you keep circling. We get curious about what happens in your body as you tell it.

Explore coaching

Or book a 30-minute conversation

Every other week

I write a letter every other week, usually a story from my own life or a reflection on something I’m working through. I often include a recording of myself reading it if you’d rather listen.

Sign up for the free Chapter One audio and you’ll receive my letter too. Unsubscribe whenever you want.

Get Chapter One and the letter