Superficial Tools, Serious Consequences

Superficial Tools, Serious Consequences

There’s a new wave of AI-powered tools promising to help coaches “build their Ideal Client Avatar” in minutes. They’re often created by people who have no Ideal Client Avatar (ICA) of their own and no fundamental understanding of what goes into building one. To my...
Tiny Steps in the Right Direction Outperform Grand Plans

Tiny Steps in the Right Direction Outperform Grand Plans

If you feel stuck, overwhelmed, or unsure where to start in building your coaching business, you are not alone. Many (most?) qualified coaches think they need everything perfectly mapped out before they can move forward. The right branding, the right headshots, the...
The Weaponisation of ‘Soul-Led’ Marketing Training

The Weaponisation of ‘Soul-Led’ Marketing Training

Terms like soul-led and heart-centred are used by marketing trainers targeting coaches. Far from being harmless spiritual language, these terms are deliberately wielded to exploit coaches who believe marketing is inherently unethical. The coaching profession labours...
Will Coaches Survive The Technology Revolution?

Will Coaches Survive The Technology Revolution?

I have had to summon serious courage to write this article because I suspect what I say will be incredibly unpopular and controversial. It’s an important question that needs considering: Will Coaches Survive The Technology Revolution? There has been much talk...