I know this sounds dramatic.
And it may not be news to you.
But I’m blown away by how many people don’t know
I was sitting in a coffee shop with a close friend
of mine. I had just finished coaching school.
Despite years of corporate experience and training
managers in coaching skills, I had just spent
nearly two years going back to get a thorough
coaching education. I wanted to know the
language, the most up-to-date techniques and
technologies. I wanted to know for sure that
this is a real profession and not just a popular
And I was convinced. I fell in love with
coaching, not just because of the cool community
of international students and teachers, but
because of the powerful transformations I
witnessed in my fellow students and my clients.
So there we were in the coffee shop and I was
telling my friend all about my new career. I was
incredibly excited about this new direction that
my life was going in. I loved that I was planning
to make a business out of my interest and passion.
And then she made the comment that changed
She said, so, who actually wants coaching? Who
will you work with?
And I didn’t know how to answer. I mean, from the
look on her face I could tell that she just didn’t
get it. She couldn’t even imagine the kind of
transformations I had experienced.
And she certainly had no interest in the idea of
It took me some time to realize what was missing.
I was so in love with the process and techniques
of coaching that I had missed the point.
So, here’s the big secret. Here’s the truth.
The shocking truth about coaching is that no-one
Yes, I’m serious, there may not be a person on
earth that actually wants coaching.
They don’t want coaching, they want the results
that coaching provides. They want the
transformation in their life and business that
coaching can give them.
So when we coaches get all excited about our
process, we get all worked up about our
system…we’re telling the wrong story.
It’s a simple as that.
We need to tell the story of the transformation.
What do we really stand for? It’s not the weekly
meetings or the powerful questions. It’s not the
safe space we create or the amazing accountability.
It’s the simple story I tell people when they ask
me ‘what is coaching’?
I say this.
Coaching is many things. Every coach may describe
it differently. But what I know is that when I
work with a coach, I am on target, focused and
achieve my goals. I am motivated, positive and
see enormous possibility and potential in every
interaction, in almost every moment.
And when I’m not working with a coach? I do all
the above, just A LOT less, significantly less,
So, the shocking truth is that your clients don’t
want a process, they don’t want coaching; they
want to lose 20 pounds. They don’t want coaching;
they want empowering relationships. They don’t
want coaching; they want to find true love. They
don’t want coaching; they want to make more money.
That’s the shocking truth!
Tell the stories that describe the results, the
transformations. Then, they’ll come running!
So what are the results you want or support?
Share it here.
Best wishes and best stories